A brief analysis of trends in the mainstream industries in recent years will reveal that the emergence of a "phenomena-level commercial IP" is not only a hot industry itself, but also an impact on other industries. For example, the "Internet +" wave that just began to ebb, and from then on, from the high government of the temple to the entrepreneurs far from the rivers and lakes are on its platform, and all industries are also very fashionable arty with "+, +, +", Like live broadcasts, AI, and VR, there are similar fanaticisms.
Today we mainly discuss the latest “VR+ education†partner. The report “VR and AR: Interpretation of the Next Universal Computing Platform†released by Goldman Sachs at the beginning of the year points out that VR has the potential to become a standard tool in the field of education and will transform students in the foundation. At the educational and higher education level, it is expected that the market will reach 300 million U.S. dollars in 2020, and will reach 700 million U.S. dollars in 2025. With the infinitely bright market prospects and the trepidation of the profitability of the current VR industry, there is an urgent need to find a stable and promising industry. This combination of VR, education, and firewood will melt the current cold winter of capital.
Specifically, what is the gameplay of the VR education market? And what are the problems facing them? Is VR+ education just a simple physical combination or is it correct to have a chemical reaction?
1 Different models: go hand in hand in the education industry
With the advent of “phenomena-level commercial IP,†there are numerous modes for specific entry channels, and “VR+ education†is no exception. Currently, the mainstream gameplay in the market is as follows:
Integrated TO B mode
The main use of school resources, integrated VR supporting equipment teaching, more emphasis on the B-side market applications. From the policy level, it is also in line with the guidelines of the Ministry of Education. The Ministry of Education has proposed the "development of a school of the future" and the "intelligent classroom reform." VR education has come into being. It is a match. VR teaching can really make up for the past. The insufficiency in teaching allows students to experience the current mainstream technology in the school. It will not appear. In the 2016 national proposition for Zhejiang Province, whether to accept or reject VR, some candidates do not know what the VR is.
The integrated TO B model helps schools establish VR labs and provide a complete set of equipment, including head-displayed, VR content suitable for actual teaching, to help schools conduct teaching. This is just like the computer lab established by schools at all levels 10 years ago when computers were not yet universal.
At present, the VR industry is in cold winter, whether it is its own profit or financing capacity is not perfect, and specifically for the B-side business is more optimistic about the profitability, easier to realize than the C-side, companies that do B business not only can complete their own Part of the hematopoietic, but also more easily get the favor of capital. At present, Hejun Capital, which is very active in domestic investment in VR, says that their investment logic is to find the company that is closest to cash out. The integrated TOB model can be quickly realized and complete its own hematopoietic function.
However, some investors have expressed concerns about the internal to B business. Long-term customized content for B may lose its sensitivity to the consumer market. On the one hand, the to B business is often more demanding on production. This will involve a lot of effort on the team and it will inevitably ignore the attention on the consumer market. On the other hand, the to B business is a project system, a project revenue, a team size. In limited circumstances, it is difficult to achieve economies of scale.
In addition, it must be mentioned that VR is different from other B-end markets in education, and it is not a mere market economy. At present, schools that have introduced VR equipment are basically public schools. Public schools choose VR equipment suppliers, which are typical relationship-oriented resources. For VR equipment companies that do not have a school relationship, it is obviously difficult to capture, even if it is It can only be a part of the school resources, and the regional protection is harsh. It is difficult to expand in the later period and it is not conducive to market development.
VR hardware enterprise + educational institutions joint development model
As we all know, ten years of trees, a hundred years of tree people, we can see that education is a simmering industry, can not be made by throwing money, it takes a long time to accumulate, so for VR companies, in order to instigate education This tough bone, many VR technology companies choose to cooperate with educational institutions and work together.
On December 23 last year, LeTV held a new product launch conference in Beijing called "One More Horizon," and released its first terminal hardware product, the mobile VR helmet LEVR COOL1, and officially announced the VR (Virtual Reality) strategy. . With the announcement of this strategy, the layout of the LeTV Education Center in the VR field has also begun to take off. LeTV Education takes VR as its entry point and will bring online education into a new era of scene-based experience.
Currently, LeTV Education and New Oriental, a well-known comprehensive education group in China, have reached preliminary cooperation intentions. Both parties will implement VR teaching in the English classroom. For example, in the spoken language classroom, students can experience scene-based classrooms simply by wearing VR helmets.
Giants attend to the VR education
Google recently announced that it is expanding its exploration pioneer program to bring virtual reality field trips into the classroom through smartphones with VR browsers using Google's inexpensive Cardboard. The goal is to provide children with access to places that are far out of reach. .
The idea of ​​adventure comes from an activity in the Google education department. Give you 36 hours to create a tool to promote student participation. Jane Holland, the educational product manager for Google Apps, uses existing Google assets—the recently released Cardboard, a number of educational apps in development, and huge three-dimensional maps and photos. She combines the three. An interactive virtual reality class was formed. She called it "experience."
The VR giant HTC Vive in China is also focusing on layout education. Recently, Lifeliqe has announced that it is the official partner of HTC Vive, and will use VR to create the enlightenment tool for K12 education. Headquartered in San Francisco, USA, Lifeliqe is a company focused on virtual reality education content. It has an interactive teaching content library built over several years and is now being promoted in more than 100 countries. Users download the App for natural science experiential teaching.
Lifeliqe will receive a subsidy from HTC as a partner and receive equipment and overall assistance. HTC will also use Lifeliqe to open up the education market. HTC Vive said it will develop high-quality stereo education experience content.
Independent Research and Development of VR Teaching in Colleges and Universities
It is reported that the top universities in China, such as Tsinghua University, Beijing University of Aeronautics and Astronautics, Shanghai Jiaotong University and other institutions of higher learning, have set up virtual reality laboratory in the university, mainly engaged in VR scientific research and technological development. Tsinghua University also added virtual reality-related content to its computer basic courses. According to the course description, “Teachers will help students understand VR technology in more depth by introducing the latest results of VR technology and predict the future direction of VR.â€
Colleges and universities, especially well-known universities, have many scientific research funds, and school-run enterprises are not to be underestimated. For example, Neusoft Group, a subsidiary of Northeastern University, has already been listed and has a market value of 10 billion yuan. Tsinghua and Peking University jointly controlled more than a dozen listed companies and became the undisputed leader in domestic capital markets. It is reported that in the past 20 years, A-share listed companies controlled by various universities have had as many as 40 before and after. These universities have also become a force that can't be underestimated in the science and technology circle.
However, colleges and universities entering the field of VR are more focused on self-produced and self-selling, with emphasis on academic research and development, rather than experiential teaching. The setting of these projects is more of a research point of the Ministry of Education. Compared with purely profitable companies, colleges and universities VR teaching has a small impact on the entire science and technology circle.
"Live + VR + Education" represented by the NetEase model
Ding thinks that NetEase's innovation in live broadcast business will mainly involve adding VR live content. This is why the company invests in NextVR. Ding thinks that the next generation of live broadcast should be immersive multidimensional VR live broadcast. At the same time, it is very optimistic about education, Netease open class and NetEase cloud classroom occupy a certain market position in the country, the company is developing an Internet classroom based on VR technology.
NetEase’s gameplay typically represents the giant’s attitude towards hot industries, not just in the VR industry. This pattern is evident in all industries. Giant traffic resources are abundant and easy to promote in the early stage. Just like Tencent’s QQ and WeChat, their own business mining accounts for a relatively small proportion of the company’s overall profits, but these instant social tools have a wide user base and are a good channel resource. Root poles can bloom. Nowadays traffic is getting more and more expensive. According to some media reports, the revenue target set for 2016 by the headline of the year is to earn 6 billion yuan by advertising. The latest news is that today's headline claims that this goal will be achieved without incident.
Therefore, for the giants, according to their resources can be a good cut into the hot field, coupled with online education before the online education. Therefore, the introduction of VR on this basis is also a matter of course. NetEase's gameplay is very representative. Baidu also involves online education. On March 25 this year, at the Boao Forum in Asia, Zhang Gao, general manager of Baidu Education Division, accepted an interview with Tencent Technology and said that Baidu will officially enter VR next year. Education industry.
Integrated TO C mode
The integrated TO C model mainly sells VR integrated machines or VR helmets, which are basically the same as the VR integrated machines on the market. However, education is the main content, and the main education VR is similar to other educational technology products, such as learning. Mobile phones, student computers, built-in learning software, learning materials.
The VR education integrated machine is similar to the previous model of selling electronic dictionaries and learning machines. Such technology products are more focused on family and individual consumption. Different from the above several models, VR education one machine mostly belongs to short-term super-disk players, and has the suspicion of following the trend. After all, VR is a popular concept in the market, and the children's education market has always been “stupid and more money†than ever before. Education is the heart of most Chinese parents. Nowadays, VR is hot, scene-based teaching, and immersive teaching experience become Most manufacturers' marketing gimmicks, such a good market opportunity, are suitable for short-term money transfer. Parents may choose to buy in order to satisfy their children's curiosity. This is the same as electronic dictionaries and learning machines. Their practical use is more general, and they are more early adopters and satisfy children's vanity.
2 half seawater and half flame: "VR train" is running at high speed while repairing the car
For students, VR and AR are filled with incredible magic in the education industry. The immersive immersive virtual reality experience allows them to experience creative and fun beyond the boring classroom education.
As VR technology becomes more common, the impact of virtual reality based on education will allow students to travel around the world in the classroom. In the long run, VR education will be cheaper. This has been recognized by some NASA and the military. VR learning does not use fuel and other consumables; this saves space and is also safer. For schools, more travel expenses and tickets are saved. In addition, it can ease the pressure on teachers because they no longer have to lead children to visit museums. For some schools and classes, there are some unrealistic trips - only small and micro-schools can send children out to see the pyramids, let alone the actual field trips to the real white-gloved pyramid.
Another benefit of VR education is that it can increase sympathy. Displaced VR experiences can help children understand the suffering of children who have been forced out of their homes during the war. It can also educate adults in the same way. Another thing is that VR can condense children around the world in an unprecedented way. Part of the VR content platform has set out to provide a social platform for VR, so it has taken a huge step in driving apps into classrooms around the world. Another advantage of VR is that it can avoid various physical limits and allow the mind to contact each other more freely.
The prospects for VR education are certainly good, but they are faced with many problems. They are full of ideals and realistic bones. In the face of these problems, VR education does not seem to be as bright as it seems.
The first is the common problem of the VR industry - hardware technology is not yet fully mature. The Ministry of Industry and Information Technology once pointed out in the "2016 Virtual Reality Industry White Paper" that due to the limitations of hardware technology, poor software availability, and limited application areas, VR eventually leads to unsatisfactory results. It is understood that the current inconvenience and poor effect of VR devices are still outstanding, and the processing speed of hardware is far from meeting the demand for real-time processing of large amounts of data in the virtual world.
Some industry experts pointed out that due to hardware limitations, VR software development is costly and has limited effectiveness. The relevant algorithms and theories are not yet mature. In the areas of new sensing mechanisms, collections and physical modeling methods, high-speed graphics and image processing, and artificial intelligence, there are many problems that need to be solved. The three-dimensional modeling technology needs to be further improved. At present, VR technology is mainly applied to military and university research, and its application in education and industry is far from adequate. In terms of perception, there are many researches related to visual synthesis, less attention to hearing and touch, lack of authenticity and real-time performance, and devices based on sense of smell and taste have not yet been commercialized, and it takes at least five to ten years to achieve universality. .
The paradox of price and function. There is also a paradox in the price and function of VR products; the richer the features, the higher the price, and the fewer people buy, but the VR products that take the low-cost route cannot be maintained due to poor product performance and poor user experience. "Red" goes on. It seems that VR wants to keep fire. Providing the best user experience at the lowest cost is the core and the only way for product iteration.
The early stage of technology popularization is a must-have period. Just like mobile phones, the original big brothers and millions of dollars at the same time are not the most expensive ones, but they are not ideal in terms of experience. They have poor signals, expensive calls and huge size, and they are all problems faced by the popularity of mobile phones. Looking at the smart machine market today, a Red Sea can be said that the function of the thousand-thousand-dollar smart machine is still very good at experiencing. In order for a VR device to enter the smart and inexpensive stage of the smart machine, it is difficult to balance the price and function without experiencing several cycles of the molar cycle.
The positioning of the target population. Whether it is the integrated TO B model or the TO C model, the main target group for students is more accurately the primary school junior high school students. This group of people is in the stage of enlightenment, especially primary school students, in order to enhance the learning effect, it is Suitable for VR-one machine to participate in teaching, but the mainstream people are faced with a very embarrassing fact - children are not suitable for VR devices.
Many top VR sales brands also impose restrictions on the age of users. For example, the Oculus Rift Samsung VR Gear says that children under the age of 13 cannot use VR devices; Sony PlayStation recommends that people 12 and 12 years old can use the device; HTC's Vive is even more demanding, arguing that children are prohibited from using such devices; Google is relatively easy The Cardboard also needs to be used under adult supervision. Joseph Rizzo, a doctor at the Chester and Ophthalmology Center at Manchester, said: “The current research on VR is still inadequate. It is still unknown whether excessive acceptance of these artificial vision stimuli will change the way the brain receives and processes visual information. Dr. Rizzo’s advice to parents was: “Limit the time children use VR, and only play 30 minutes at a time.â€
VR equipment for adults, the body is different, some people will appear dizzy, for minors, many devices expressly prohibit children's experience. If it is an experience that can be used for teaching, it is a long-term behavior. In the student population, some discomforts are unavoidable. Primary and middle school students have always been socially sensitive topics. VR devices are currently the hottest applications if the students experience discomfort. The problem, after being reported by the media, the consequences are unimaginable, and it is difficult for the entire VR teaching to eradicate the adverse effects, which is not conducive to the early market training.
The deviation of the educational concept has increased the "digital divide." The VR education model has greatly enriched the teaching content and improved students' learning results. However, the invisibility of the VR education model has exacerbated the unfairness of education. VR teaching has higher requirements for technology, leading to higher operating costs and construction costs. For relatively backward cities, hardware and technology barriers need to be overcome.
Second, there is a “digital divide†in the information-based society, which is the “gap between the information rich and the information poor.†The more technology develops, the greater the gap between the two. Because of the difference in technology, the gap between urban and rural areas is widening, and the gap between urban and rural students' access to knowledge and capabilities will gradually widen. VR teaching is currently concentrated in first-tier cities, and even some second-tier cities do not involve much. This is undoubtedly Intensified the unfairness of education.
In an earlier article, Zhigang once stated that online education or live-streaming teaching is essentially a snack. It is a supplement to the teaching effect and it is the same as a teacher. VR teaching is actually equivalent to seasoning and enriches the teaching experience. Both are useful attempts in the form of teaching and have promoted the development of domestic education.
3 Choosing the right posture, grasping the rhythm, and strengthening the content are the criteria for avoiding becoming a martyrs.
One side is the general trend of VR education, while the other is the immaturity of VR status. In the face of such a market, today's advancement is likely to become tomorrow's martyrs. At the initial stage of development of any industry, we are faced with such problems, but we must not waste our food. The reason why pigs do not make mistakes is because they never do things. In today's business ecosystem, there are too many industry trends and they will be subverted if they are not careful. Therefore, although the industry is immature, conditional and genetically matching companies are the first to enter VR. The industry is not a blind move.
However, the rivers and lakes are wicked and the strategy is very important. In order to avoid becoming a martyrs, Zhigang thinks that the first thing is to choose the right posture and choose the right mode to intervene. The other is to do a good job. This is the king of any education.
Hig, the most important posture and rhythm to play
In the first part of this article, “Models are different: go hand in hand in the education industryâ€, Zhigang discusses the mainstream gameplay of VR education in the market, with different postures, and cuts into the VR education market from different perspectives. There is no distinction between various types of postures, the key is to identify their own strengths and avoid weaknesses.
In the layout rhythm, VR education does not need to go too fast, after all, VR itself is still a mess, after all, to know that 2016 is the first year of VR devices, but also the year of VR winter, which in other popular business models It is still extremely rare, even the impetuous 020, P2P are also profane for several years to declare the winter period, VR is the winter cold, we need to have a skeptical VR equipment, skin is not there, Mao will Attached.
Content, content, content
The VR industry is currently facing two major obstacles: hardware and software. However, for VR education, the hardware is not the main one, and the key is still content.
First of all, VR+ vertical industry is different from VR+ games (or pan-entertainment). VR+ pan-entertainment is more about the user experience. The product details, interaction methods and even appearance requirements are more stringent. VR+ education and real estate are more concerned with practicality and product design. The interaction mode is not the most important thing, but the key is to look at the content.
Users of VR + Pan-entertainment are more inclined to improve consumption. After all, film and television entertainment can be experienced in the PC-side and mobile-end plane scenarios. Today, when it comes to VR, it is heartbeat and excitement, while VR+ education is more than just necessary. Content is hard to meet the needs of teaching scenarios.
Secondly, it is precisely because VR+ education is more content-oriented. Therefore, as long as it satisfies dizziness on the hardware, the operation is not too cumbersome. The general hardware technology can be used. With the VR research and development intensified, the basic hardware problem is not high technology. Therefore, companies that deploy VR+ education do not need to stare at the hardware.
With the popularity of VR devices, the popularity of VR education market has increased. Everyone competes with the content. Who can provide more yuan for teaching needs, who will undoubtedly gain a higher market share, just like online education. Only the way of teaching, we changed the dinner plate when we ate, and finally eat the food in the plate, VR education is also this reason.
Finally, from a revenue point of view, VR education is more easy to implement than hardware, and VR equipment can be scaled up to production. The marginal cost cannot be 0, the content is different, and the content is well-required. IP can achieve a marginal cost of 0, which can be very popular and profitable. Coupled with the growing maturity of people’s payment habits today, paying for online education services that provide good teacher resources and can solve problems in teaching scenes is well-founded. People are willing to pay for good content, and the education industry is an industry that parents are extremely concerned about. As long as the content is strong, continuous payment will also become consumer inertia.
VR education is not a simple VR device + education. In the latter stage, it also needs to pay more attention to the user scene, teaching quality, user experience, and payment realization. Selecting the right posture, grasping the rhythm, and doing a good job of the content, the market card position will win the opportunity before the war, and eventually the physical combination will be transformed into an ecological battle.
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