Is VR a virtual fire or a field revolution? Three corporate executives say so

November 11, 2021

Together can make users satisfied, VR market can really start. For these devices and technologies to achieve a better experience, the most important thing is that they need superior image processing speed and computing speed. The graphics processor (GPU) first builds the 3D graphics through calculations, and then projects the 3D graphics onto the display. If the processor's computing power fails to keep pace, after the user wears a helmet, he will feel dizzy when he sees the screen, causing a very bad experience. In this case, other technologies will not work well. In 2015, Nvidia, a U.S.-based GPU company, released a product that greatly improved the ability and speed to render images for one second. It just reached the starting point for VR applications. People can see smooth images when they wear helmets. , and will not dizzy. This is why artificial intelligence and deep learning can achieve such a big breakthrough. In a few years, computing power will increase faster. When users watch VR images again, they will feel too beautiful. At present, 90% of medium and high-end computers that meet the needs of VR applications use Nvidia's products. This can account for such a large share, mainly because the threshold for designing and developing GPUs is high, and it depends on the long-term accumulation of experts and technical capabilities such as mathematics, science, semiconductors, and chips. In more than 20 years of development, we have accumulated a lot of patents. In 2016, Nvidia became the star of the US stock market in one fell swoop, with a cumulative increase of 224% in the year. The needs of markets such as VR have also contributed to the rapid development of GPUs. In the past two years, GPU performance has increased by a factor of two. However, higher market demand has also prompted Nvidia to use a variety of different methods to increase computing speed. I think that the current VR product has reached a practical level, and almost the same as the first generation of smart phones, can be called "VR1.0". The biggest problem is that the experience is not good enough, the resolution of the display is not high enough, and particles can be seen. Today's mobile phone screen is invisible to the naked eye. The future of the VR market is promising, especially in China. Some people predict that China's demand for VR accounts for 40% of the world and the future will be even greater. China will become the world's largest VR market, not the United States. Many business models will only succeed in China. For example, KTVs and Internet cafes are very successful in China and difficult in the United States. What is the reason? It is not how big the cultural differences are, but the cost of service industry in China is relatively low. Every consumer is accustomed to enjoying different services and the service industry is becoming more and more developed. In China, if you want to play a game, you can go to Internet cafes, just a few yuan per hour. But in the United States, you have to buy a game machine first, and then buy a disk, and a game will cost tens of dollars. But in China, many games are free. You can buy more items if you have money, and buy less if you have no money. There are many ways to serve and enjoy China. VR is precisely a service business. Wearing a helmet or glasses, you can experience different services such as games, movies, travel, health care, and education. Of course, there are also people who worry that in the future, VR will not allow some people to prefer to live in the virtual world and do not want to return to reality, just as if someone is addicted to online games. In fact, VR is just a technology. Any technology is a double-edged sword. It depends on how it is guided. Nuclear technology can be used both as a weapon and as a power generator. Some people walked and ran into micro-channels and hit a telephone pole. However, you cannot restrict people to use WeChat only two hours a day. This depends on self-discipline. A society cannot rely on science and technology to manage itself. It depends on people to manage themselves. Technology is only an aid. JAUNT China CEO Fang Hao: Horizontal integration, the inevitable trend of VR In 2016, the VR market suffered adjustments, from a hot market to a cooling market, which is a normal process. Any new industry will have crazy growth in China. How many companies bought a group when the group bought war six years ago, and how many are left? It can be foreseen that the development of the VR market will also become more rational. At present, the VR market is not yet mature. If you look at VR from the point of view of the film market 100 years ago, you will find some similarities. When the film first appeared, it had only ten minutes of content. The main topics were travel, sports, news, etc., and it was black and white and there was no sound. There was no cinema and there was no business model. All the problems that the movie faced at the same time also happened in the current VR: With hardware devices, people would not experience it without good content; with good content, broadband speed was slow, video watching was always stuck, and there was no patience to watch it. The current VR market lacks the concept of horizontal integration. Each company is more professional, only shooting, only technology, or only distribution. And a long time ago, the movie industry put these three kinds together, which is certainly the development trend of VR in the future. As a young American company founded in 2013, what we have done is exactly this kind of integration: providing a complete solution for VR film-level shooting equipment, post-auto stitching, cloud transmission service, and content distribution. Our content library is not just our own work. One-third is content provided by third parties. We hope to increase it to at least 50% in the future. We are responsible for the distribution of these content, such as publishing to helmets, mobile phones, the Internet, social platforms, etc. At the end of last year, we came to China and reached cooperation with Xiaomi. VR revolutionized the way traditional movies tell stories, subverting all creative processes. VR movies are immersive 360-degree immersive experiences. Just as a director of a horror movie may not be able to shoot a love movie, VR movies are very different from regular movies. First of all, in terms of scripts, what types of topics are more appropriate, what can be retained, and what needs innovation, must be rethought. After the script was handed to the director and the actor, the problem came. In the past, the actor's performance habit was facing the camera. Behind the camera was a cameraman. The director was sitting next to it. However, the VR camera is a 360-degree panoramic view. The director and cameraman cannot appear in the camera. To hide, the director may operate at a distance of 1 km. In this case, how the director guides and how the actor plays is Brand new problem. Afterwards, at the editing production stage, how did the 360-degree movie clip, and how could it be done if it was not cut before and after it was not good? In addition, the dubbing was once fixed in the cinema. But the voice of the VR movie followed the helmet. How does the sound transmit? In the viewing room, in the same theater, what you see is different from what he sees. When you look backwards, others may look and see how the server distributes things to everyone. All these problems are new and revolutionary. No one knows what to do. Therefore, VR takes time and is a marathon. However, in this market, there are many courageous innovators who will definitely explore with us. In the future, VR may also be combined with AI (Artificial Intelligence) to bring about greater change. For example, I wear smart glasses to chat with you and your name, professional background and other information are immediately pushed to the glasses, which will change everyone's social habits. If you want to enjoy VR movies, the smart glasses will immediately turn into a black screen and you can enjoy them in your personal space at home or on the plane. But if you want to see full-screen VR on the subway, the smart phone that is bundled with the glasses will tell you: I'm sorry to see it. Because wearing VR glasses, you are not sensitive to the surrounding environment, if something is stolen? If the invention of the car changed the way of human traffic, the invention of the mobile phone changed the communication, then, VR, AI technology The emergence and application of change, the change is the way humans access to information, this approach must be intelligent and interactive. Digital Kingdom CEO Xie An: The entertainment and sports industry took the lead in the CES at the 2017 International Consumer Electronics Show (VR), and VR has become the brightest star in the global technology circle. Sony, HTC, Microsoft, and other big players in the technology industry are lining up for new VR products. They are competing for a magical door that will send you from reality to virtual reality. Large companies in science and technology have entered the industry, so that the development of VR industry has a strong driving force. At present, the application of VR technology in some areas has started. The pursuit of immersive experiences in sports events has brought many opportunities for the development of VR technology. Most people do not have the opportunity to visit the Olympic Games. In the VR broadcast, they can sit in the front row of the Olympic stadium. Last year, Digital Kingdom conducted VR live broadcasting and production for the Rio Olympic Games. This is the first time the Olympic Games has adopted VR technology. Entertainment is also a promising area for VR technology. At the end of last year, Digital Kingdom provided VR live shooting and production for Faye Wong's “Magic Music” concert. For viewers, such an experience no longer limits the viewing range as traditional live streaming. With a 360-degree camera at what position, viewers can turn around to see 360-degree views. The perfect stitching between the lens and the footage is the biggest technical barrier in the VR live broadcast and is also the technical advantage of the digital kingdom. It can be said that Faye Wong concert VR live has created a new business model. We are also responsible for the Golden Horse Awards live VR on the red carpet and VRMV production for Li Yuchun. The past 20 years of Hollywood visual effects production experience has accumulated a powerful special effects library for the digital realm. From New York and Washington to the imaginary dinosaur world, from the bottom to the outer space, these 3D scene models can be completely migrated to VR content. Come in. In the future, the VR industry will be more widely used in real estate, education, electronic shopping, medical care, security, military and other fields. For example, the surgery of the top surgeon can be recorded with a small VR camera; in military training, 360 cameras are used to record battlefield routes for soldiers to perform pre-rehearsal exercises. Chinese cultural characteristics of VR content is also a possible direction of development. The ethereal, freehand and imaginative temperament of Chinese traditional mythology is very suitable for presentation through VR. At present, there are still some technical difficulties that need to be overcome in the development of VR. Take VR live broadcasting as an example. Currently, we have been able to provide a picture quality of up to 10K resolution in the VR live broadcast. However, due to network bandwidth, live broadcast platforms, and user viewing equipment, the final viewing experience will suffer a certain loss. In addition, the convenience of VR helmets also needs improvement. The next step in the development of VR should be the further integration of content and equipment and mutual promotion. The VR industry needs the participation of hardware manufacturers, software app makers, and a wide range of service providers to form a "VR business ecosystem." Now, everyone thinks that VR is still far away, because people who wear VR helmets are closed. It is believed that with the development of technology, the volume of VR hardware will be smaller and smaller. In the future, most VR users will obtain VR experience through smart phones instead of entering virtual world through VR glasses or independent devices connected with personal computers. VR will also integrate the communication mechanism with the real world, so that people in Beijing and Silicon Valley can instantly meet under the stars of Hawaii and talk about the beauty of technology together. ">
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Is VR a virtual fire or a field revolution? Three corporate executives say so from Baidu VR

In 2016, known as the "VR year," the world's technology giants have launched new VR products; wearing a helmet to play games has become a fashionable experience; VR concept has gained multiple favors of capital, application market, and attention. Some people even think that VR is another major technology that changes the world after mobile phones and cars. How exactly does VR change the world? Is this market with immature hardware, software, and business models really a virtual fire or a real revolution? The reporter cast the issue to three corporate executives.

ZHANG Jianzhong, Global Vice President of NVIDIA and General Manager of China: VR outbreaks, due to increased computing power

Before the construction of a building, first make a 3D virtual scene based on the design drawings. Designers wearing VR helmets can directly “walk in” every room in the building to do a 360-degree inspection: lighting is good, flooring materials are not OK, and layers are not suitable... Anytime you are not satisfied with the adjustment at any time, lest the building be completed Push back again. VR is very practical in the real estate industry.

There are now two industries that are particularly hot, one is VR and the other is artificial intelligence. In fact, both industries are very traditional and have a history of more than 60 years. The eruption has only begun in recent years because these industries have one thing in common: they need efficient and fast computing centers as "brains." Prior to this, the brain was not fast enough until one day when the speed of operation was met and the surrounding technology was also satisfied, VR broke out.

The development of VR is very similar to smart phones. In the Nokia era, the mobile phone screen was very small and the speed was not fast. Later, Apple made the screen bigger, the computing power and camera function of the mobile phone were more powerful, and the network evolved from 2G to 3G, and the smart phone began to burst.

The VR experience must first have a helmet-mounted display with a high resolution. Tracking technology is needed to track the movements of people's heads and bodies. Scene rendering technology and game engine technology are also required. These several technologies can add together to satisfy the users. VR market can really start. For these devices and technologies to achieve a better experience, the most important thing is that they need superior image processing speed and computing speed. The graphics processor (GPU) first builds the 3D graphics through calculations, and then projects the 3D graphics onto the display. If the processor's computing power fails to keep pace, after the user wears a helmet, he will feel dizzy when he sees the screen, causing a very bad experience. In this case, other technologies will not work well.

In 2015, Nvidia, a U.S.-based GPU company, released a product that greatly improved the ability and speed to render images for one second. It just reached the starting point for VR applications. People can see smooth images when they wear helmets. , and will not dizzy. This is why artificial intelligence and deep learning can achieve such a big breakthrough. In a few years, computing power will increase faster. When users watch VR images again, they will feel too beautiful.

At present, 90% of medium and high-end computers that meet the needs of VR applications use Nvidia's products. Such a large share can be attributed to the high threshold of designing and developing GPUs and the long-term accumulation of experts and technical capabilities in mathematics, science, semiconductors, and chips. In more than 20 years of development, we have accumulated a lot of patents. In 2016, Nvidia became the star of the US stock market in one fell swoop, with a cumulative increase of 224% in the year.

The needs of markets such as VR have also contributed to the rapid development of the GPU. In the past two years, the GPU performance has been doubled quickly, but now the market demand is higher, which also prompts Nvidia to use various methods to increase the speed of calculation.

I think that the current VR product has reached a practical level, and almost the same as the first generation of smart phones, can be called "VR1.0". The biggest problem is that the experience is not good enough, the resolution of the display is not high enough, and particles can be seen. Today's mobile phone screen is invisible to the naked eye.

The future of the VR market is promising, especially in China. Some people predict that China's demand for VR accounts for 40% of the world and the future will be even greater. China will become the world's largest VR market, not the United States. Many business models will only succeed in China. For example, KTVs and Internet cafes are very successful in China and difficult in the United States. What is the reason? It is not how big the cultural differences are, but the cost of service industry in China is relatively low. Every consumer is accustomed to enjoying different services and the service industry is becoming more and more developed.

In China, if you want to play a game, you can go to Internet cafes, just a few yuan per hour. But in the United States, you have to buy a game machine first, and then buy a disk, and a game will cost tens of dollars. But in China, many games are free. You can buy more items if you have money, and buy less if you have no money. China has many ways of serving and enjoying. VR is precisely a service business. Wearing a helmet or glasses, you can experience different services such as games, movies, travel, health care, and education.

Of course, there are also people who worry that in the future, VR will not allow some people to prefer to live in the virtual world and do not want to return to reality, just as if someone is addicted to online games. In fact, VR is just a technology. Any technology is a double-edged sword. It depends on how it is guided. Nuclear technology can be used both as a weapon and as a power generator. Some people walked and ran into micro-channels and hit a telephone pole. However, you cannot restrict people to use WeChat only two hours a day. This depends on self-discipline. A society cannot rely on science and technology to manage itself. It depends on people to manage themselves. Technology is only an aid.

JAUNT China CEO Fang Hao: Horizontal Integration, Inevitable Trend of VR

In 2016, the VR market experienced adjustments, from a hot market to a cooling market. This is a normal process. Any new industry will have crazy growth in China. How many companies bought a group when the group bought war six years ago, and how many are left? It can be foreseen that the development of the VR market will also become more rational.

At present, the VR market is not yet mature. If you look at VR from the point of view of the film market 100 years ago, you will find some similarities. When the film first appeared, it had only ten minutes of content. The main topics were travel, sports, news, etc., and it was black and white and there was no sound. There was no cinema and there was no business model. All the problems that the movie faced at the same time also happened in the current VR: With hardware devices, people would not experience it without good content; with good content, broadband speed was slow, video watching was always stuck, and there was no patience to watch it. The current VR market lacks the concept of horizontal integration. Each company is more professional, only shooting, only technology, or only distribution. And a long time ago, the movie industry put these three kinds together, which is certainly the development trend of VR in the future.

As a young American company founded in 2013, what we have done is exactly this kind of integration: providing a complete solution for VR film-level shooting equipment, post-auto stitching, cloud transmission service, and content distribution. Our content library is not just our own work. One-third is content provided by third parties. We hope to increase it to at least 50% in the future. We are responsible for the distribution of these content, such as publishing to helmets, mobile phones, the Internet, social platforms, etc. At the end of last year, we came to China and reached cooperation with Xiaomi.

VR revolutionized the way traditional movies tell stories, subverting all creative processes. VR movies are immersive 360-degree immersive experiences. Just as a director of a horror movie may not be able to shoot a love movie, VR movies are very different from regular movies. First of all, in terms of scripts, what types of topics are more appropriate, what can be retained, and what needs innovation, must be rethought.

After the script was handed to the director and the actor, the problem came. In the past, the actor's performance habit was facing the camera. Behind the camera was a cameraman. The director was sitting next to it. However, the VR camera is a 360-degree panoramic view. The director and cameraman cannot appear in the camera. To hide, the director may operate at a distance of 1 km. In this case, how the director guides and how the actor plays is Brand new problem. Afterwards, at the editing production stage, how did the 360-degree movie clip, and how could it be done if the cut was not good or bad?

Again speaking of the voice, in the movie theater, the audio equipment was fixed. But the voice of the VR movie followed the helmet. How does the sound transmit? In the viewing room, in the same theater, what you see is different from what he sees. When you look backwards, others may look and see how the server distributes things to everyone. All these problems are new and revolutionary. No one knows what to do. Therefore, VR takes time and is a marathon. However, in this market, there are many courageous innovators who will definitely explore with us.

In the future, VR may also be combined with AI (Artificial Intelligence) to bring about greater change. For example, I wear smart glasses to chat with you and your name, professional background and other information are immediately pushed to the glasses, which will change everyone's social habits. If you want to enjoy VR movies, the smart glasses will immediately turn into a black screen and you can enjoy them in your personal space at home or on the plane. But if you want to see full-screen VR on the subway, the smart phone that is bundled with the glasses will tell you: I'm sorry to see it. Because wearing VR glasses, you are not sensitive to the surrounding environment, what if something is stolen?

If the invention of the car changed the way of human traffic, and the invention of the mobile phone changed the way of communication, then the appearance and application of VR and AI technology changed the way people acquired information. This method must be intelligent. Interactive.

Digital Kingdom CEO Xie An: Entertainment and Sports Industry Takes the Lead

At the 2017 International Consumer Electronics Show (CES), VR has become the brightest star in the global technology circle. Sony, HTC, Microsoft, and other big players in the technology industry are lining up for new VR products. They are competing for a magical door that will send you from reality to virtual reality. Large companies in science and technology have entered the industry, so that the development of VR industry has a strong driving force.

At present, the application of VR technology in some areas has started. The pursuit of immersive experiences in sports events has brought many opportunities for the development of VR technology. Most people do not have the opportunity to visit the Olympic Games. In the VR broadcast, they can sit in the front row of the Olympic stadium. Last year, Digital Kingdom conducted VR live broadcasting and production for the Rio Olympic Games. This is the first time the Olympic Games has adopted VR technology.

Entertainment is also a promising area for VR technology. At the end of last year, Digital Kingdom provided VR live shooting and production for Faye Wong's “Magic Music” concert. For viewers, such an experience no longer limits the viewing range as traditional live streaming. With a 360-degree camera at what position, viewers can turn around to see 360-degree views. The perfect stitching between the lens and the footage is the biggest technical barrier in the VR live broadcast and is also the technical advantage of the digital kingdom. It can be said that Faye Wong concert VR live has created a new business model. We are also responsible for the Golden Horse Awards live VR on the red carpet, and production of VR MVs for Li Yuchun. The past 20 years of Hollywood visual effects production experience has accumulated a powerful special effects library for the digital realm. From New York and Washington to the imaginary dinosaur world, from the bottom to the outer space, these 3D scene models can be completely migrated to VR content. Come in.

In the future, the VR industry will be more widely used in real estate, education, electronic shopping, medical care, security, military and other fields. For example, the surgery of the top surgeon can be recorded with a small VR camera; in military training, 360 cameras are used to record battlefield routes for soldiers to perform pre-rehearsal exercises. Chinese cultural characteristics of VR content is also a possible direction of development. The ethereal, freehand and imaginative temperament of Chinese traditional mythology is very suitable for presentation through VR.

At present, there are still some technical difficulties that need to be overcome in the development of VR. Take VR live broadcasting as an example. Currently, we have been able to provide a picture quality of up to 10K resolution in the VR live broadcast. However, due to network bandwidth, live broadcast platforms, and user viewing equipment, the final viewing experience will suffer a certain loss. In addition, the convenience of VR helmets also needs improvement.

The next step in the development of VR should be the further integration of content and equipment and mutual promotion. The VR industry needs the participation of hardware manufacturers, software app makers, and a wide variety of service providers to form a "VR business ecosystem."

Now, everyone thinks that VR is still far away, because people who wear VR helmets are closed. It is believed that with the development of technology, the volume of VR hardware will be smaller and smaller. In the future, most VR users will obtain VR experience through smart phones instead of entering virtual world through VR glasses or independent devices connected with personal computers. VR will also integrate the communication mechanism with the real world, so that people in Beijing and Silicon Valley can instantly meet under the stars of Hawaii and talk about the beauty of technology together.

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