At the end of March, the 2017 HTC VIVE Ecological Circle Conference (VEC2017) was held in Shenzhen. Following the release of the “Bounced†hardware with Sony and Oculus at the 2017 International Consumer Electronics Show (CES), HTC did not announce new hardware news at this conference, but defined 2017 as a force. The field of content ecology explores entertainment, education, and corporate applications.
Whether it is from the total amount of investment and financing, or the real feelings of developers, VR has experienced “winter†after bubble development in the past year. The uncertainties of VR in the future have slowed the entry of giants. The relatively stable market structure makes HTC not in a hurry to deal with the new challenges, but also left it a time window for further cultivating content and channels.
In the case of HTC's strategic pressure on VR, how to use limited capital and time to push forward the balance between the two major fronts of hardware and content. HTC needs precise calculations to make strategic choices: whether to regain strength or become more addicted. The “coldest†2017 will be an important turning point on the HTC transformation road.
Pattern and rhythm
Hardware is the foundation of the global VR industry. Currently, HTC Vive, Oculus Rift and Sony's PlayStation VR (PSVR) are also known as the three major products in the field of VR devices. Mobile hardware represented by Samsung Gear VR and Google Day-dream View, although shipments are relatively large , but the price is lower and the experience cannot be compared with the "three major products."
In early 2017, SuperData released the 2016 VR Market Report. The report speculates that the total global shipments of VR equipment (only five mainstream manufacturers) will reach 6.3 million units. Among them, Oculus Rift went on sale in March 2016 for 243,000 units, and HTC Vive shipped in April 2016 for 420,000 units. The PSVR released in October 2016, although released at the latest, is due to match the PS4 game. The fans of the machine won the championship of 745,000 units.
However, this is also related to the "three major products" pricing strategy. With the key Lighthouse location tracking technology, HTC VIVE maintains the industry's highest price of $ 799, the original price of the Oculus Rift was $ 599, and PSVR is set at a relatively low price of $ 399.
Since the iteration speed of VR hardware is different from that of mobile phones, the "three major products" have not released new products. The price war seems to be the only bright spot on the market in recent days. The price of the Oculus Rift was lowered from US$599 to US$499. Samsung Gear VR also adopted a price reduction strategy in order to increase market share through price, but the price of VIVE remains unchanged.
The industry’s rumor that VIVE will enter the mobile terminal has never stopped. Bao Yongzhe, vice president of the HTC Virtual Reality New Technology Division, confirmed to the Economic Observer. “VIVE has always been doing research on mobile VR hardware in the lab, but when it comes to commercialization, when it is announced, it depends on the timing of the market, content ecology, price, etc.†Bao Yongzhe said. On the other hand, although China's current high-end hardware VR accounts for a modest share of the global market, IDC predicts that in 2017 China's VR market will quadruple in size. According to IDC’s latest statistics, VIVE’s share of the Chinese market in the fourth quarter of 2016 has reached 49%. In China’s VR market, the status of VIVE’s boss has been confirmed. At this time, the establishment of the contents of the ecological environment will come true.
"winter" and "damp"
“The investment boom in the entire domestic VR industry began in the second half of 2015. The investment in the first half of the year reached 1.68 billion yuan. However, the amount of investment has gradually slowed since the second half of 2016. Investment institutions have also invested in a wide range of VR industries. The audit is becoming more cautious,†Zhao Ziming, an internet analyst at the Analysys Group, told the Economic Observer newspaper.
According to the findings of the Analysys VR White Paper, the investment in China's VR industry is still dominated by Angels and A rounds, with a total share of 75%. In the segmentation area, the investment in VR hardware and technology has slowed down since 2016, and investment in the content area has increased.
In this context, HTC shouted loudly at the VIVE Eco-Conference, and it was a great idea to huddle with the industry. However, Wang Congqing, president of VIVE China, apparently did not agree with the "winter" judgment. "In July of last year, only 28 institutions participated in our VR Venture Alliance. Now it is 45 companies. Before the total investment pool quota was 10 billion US dollars, it is now 17 billion US dollars. There have been such changes in just six months. You said this. Is it winter?†asked Wang Congqing. "A good company can get investment at any time, and some people who don't have the technology, content, and industry background to follow in and be successful are strange." Wang Congqing said.
According to him, on the VIVEPORT platform, there are more than 20 software companies earning more than a million US dollars in revenue. Although the number is still relatively small compared to mobile games, the return on investment is considerable.
Force content and channel ecology
VIVE focuses its current strategy on the cultivation of content ecology and the sinking of channels. Gathering developers to allow developers the ability to survive and develop becomes the key.
At this eco-conference, VIVE announced a series of new measures. Viveport launched a new monthly subscription service, officially launched VR advertising services, developers can use embedded tools to create revenue. In addition, Viveport M signed a cooperation agreement with six manufacturers of VR glasses boxes, saying that it will bring potential mobile VR users with tens of millions or more to Vive-port M by the end of the year.
Analyst Zhao Ziming said that China's VR software industry has not yet formed a profit model and sales channels, and its financing capacity is relatively weak. Listed companies have also been converging on the basis of the cross-definition of the companies that the Securities Regulatory Commission issued in May last year. Before the large-scale application of VR, it still needs the help of the content platform to spend long nights. Through one year's efforts, HTC has established an ecosystem consisting of hardware, online and offline content distribution platforms, and capital. Together with the VR Venture Capital Industry Alliance and the VR Research Institute just established in Shenzhen, HTC has established a presence in the Chinese market. From a huge VR ecosystem. “This is the first time that we have done content platform advertising in the global VR industry, and we hope to provide developers with more sources of income. At the same time, in 2016, there were tens of millions of users who visited our offline experience stores, and they hoped to give developers a certain amount of access. Income," said Wang Congqing.
In 2017, entertainment, education and enterprise-level applications will become the three main areas where VIVE focuses its efforts. Wang Congqing said that the popularity of VR devices is initially in the game, and the next step should be VR cinema. When the mainstream entertainment industry began to embrace VR, public awareness and acceptance have reached a new height.
At this conference, HTC announced that it will co-produce and promote VR movie "Player 1" with Warner Brothers, directed by Spielberg. Vive also signed a cooperation agreement with GOME Electrical Appliances to provide support for China’s first batch of 100 GOME theaters. At the same time, Vive and Qingdao Publishing Group jointly promote the VR reading and innovation education display platform, and will be assigned to key schools in major cities in the country. It is understood that in the Viveport platform application, 40% of developers are engaged in non-game industries, and half of them are doing educational content. Education VR has good application prospects in some art disciplines and vocational training.
Ambition and limit
Although VIVE's ecological blueprint is ambiguous, the most worrying aspect is still the financial status of its parent company, HTC. According to HTC's 2016 annual report, overall revenue was NT$78.16 billion (approximately US$2.54 billion), which was a 35.8% year-on-year decrease and a net loss of NT$10.5 billion (approximately US$340 million), a 32% year-on-year decrease.
A few days ago, HTC announced that it would sell a mobile phone manufacturing plant in Shanghai to a mainland company at a price of about RMB 630 million. It also triggered a round of discussions about HTC's abandonment of the mobile phone business and a full shift to VR.
Wang Congqing responded that there are many considerations for the closure of the Shanghai plant, but it has nothing to do with the VR business. Within HTC, mobile phone business and VR business are two independent BUs. VIVE R&D personnel do not have many mobile phone R&D personnel.
In the interview, Wang Congqing also emphasized that VIVE will focus on VR, and the logic behind Samsung's VR-driven mobile phone business is different. HTC seems to be convinced that the current global VR market size of 6.3 million units can support the transformation costs of a company. “A company can earn hundreds of millions of dollars in revenue in the first year of entering the market, which is already a good result. IDC also predicts that China’s VR hardware market will quadruple this year’s sales, which is a very healthy market. Chairman Wang Xuehong also said that in the next 10 years, if VIVE doubles every year, HTC can become a super-large company. So I believe that the current market development is enough to allow an industry or company to survive for a long time.†said Wang Congqing. .
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