Second bet on VR-HTC's transformation road
- Categories:Industry News
- Time of issue:2021-04-22 17:05
Second bet on VR-HTC's transformation road
Recently, HTC released a promotional picture on its official Twitter. The picture shows that the VIVECON 2021 event will be held from May 11th to 12th. HTC Vive China President Wang Congqing forwarded it with the tag “# XR #VR #Vive”, this has led many people to speculate that HTC will release a VR headset for the enterprise market. Can HTC, which bet on VR twice, succeed in its transformation from the consumer market to the enterprise market?
Consumer market becomes more difficult
In 2015, HTC launched the VR product HTC Vive. The market response was very good and it opened up its popularity in one breath. In 2018, HTC VR products sold 200,000 sets. In the VR market, HTC's products are far ahead of Sony and Samsung in terms of word-of-mouth and sales.
But the emergence of Facebook in 2018 has made it more and more difficult for HTC to live in the consumer market. Facebook launched the Oculus GO based on Google’s Daydream platform, and its performance and reputation in all aspects were good. The most important thing was that the price was only 199 US dollars (about 1319 yuan), and the VR all-in-one machines at that time were almost 2,000 yuan- Between 3000 yuan.
Because it is no match for Facebook’s main low-price product strategy, according to the IDC report, in 2018, HTC’s single VR device shipments dropped by 35%. According to the financial report information released by HTC, HTC's annual revenue in 2020 is about 1.33 billion yuan, down 42.03% year-on-year, and the operating interest rate is -110%.
According to the Steam hardware and software survey report in March 2021, Oculus took the lead in occupying 60% of the market, and its leading advantage was gradually expanding; while HTC barely managed to maintain its position as the “second master” in the consumer level. The share of the VR field further declined to 16.51% (-0.73%). Among them, the latest share of the original Vive is 12.24% (-0.82%); the proportions of Vive Pro, Vive Cosmos and Vive Cosmos Elite are 2.27% (+0.12%), 1.02% (-0.03%) and 0.98% (-0.02), respectively. %).
Valve is HTC’s first VR partner. By March 2021, Valve has received 16% of PC VR usage on Steam, while HTC’s own Vive Cosmos only accounts for 1%.
Go to the corporate market
HTC seemed to be squeezed out of the market in the consumer sector, and decided to move to the corporate market. Zhao Yan, director of the Consumer Electronics Industry Research Office of the China Electronics Information Industry Development Research Institute, said in an interview with a reporter from the "China Electronics News": "In the consumer field, VR hardware products have not yet been popularized, with sales of less than 10 million units. However, the application scope of the enterprise market is wider, including industries, medical, health, education, commerce, military and other fields, and the market prospects are even broader. ”
After that, HTC successively launched Vive Pro, Vive Pro Eve, and most recently Vive Cosmos. In 2020, HTC launched three Vive Cosmos derivative products, namely: Vive Cosmos Basic Edition, Vive Cosmos XR Edition, and Vive Cosmos Elite Set.
The Vive Cosmos XR version introduces the high-definition XR stereo perspective camera for the first time. Through the XR panel of Cosmos, high-definition real-life image acquisition and three-dimensional space reconstruction are realized, making the real world and the virtual world appear to be more seamlessly connected. It can also provide users with VR conference services, integrate virtual participant roles and virtual objects with real scenes, and provide enterprises with new collaboration options.
While discussing the difference between the needs of commercial users and those of consumer users, Wang Congqing, President of HTC China, told reporters from China Electronics News: “For consumer users, the price of the product and the top level supported The number of games is the key decision criterion. For companies, it usually requires a long bidding and evaluation cycle, including project trial, planned budget, how to integrate into the existing management system, develop custom applications that meet the company’s needs, and whether it can provide long-term after-sales support . ”
“There are many aspects that companies value, such as product quality, user experience, product durability, long-term comfort, ability to meet actual application cases, manageability, and existing systems/tools/content Compatibility, supplier’s brand reliability, after-sales support capabilities, product supply capabilities, data security, etc. "Wang Congqing said.
To this end, HTC established a new business unit called Vive Enterprise Solutions, dedicated to the enterprise VR market. The new department provides a full range of VR solutions centered on enterprises, including hardware and software services and support, and provides enterprise VR solutions.
Different from the previous layout that only focused on the integration of software and hardware, HTC redefined itself, from expanding to content creation and platform establishment, to the enterprise VR integration solution for high value-added services, HTC became a partner Companies that provide a complete ecosystem.
Recently, HTC also cooperated with manufacturing solution provider Lattice to launch a 3D visualization solution based on the Vive Focus Plus all-in-one machine. It is reported that Lattice plans to use the solution in manufacturing scenarios such as product assembly. Lattice will combine XVL Studio technology with Vive's commercial remote rendering solution, and run 3D visualization programs through the Vive Focus Plus all-in-one machine, allowing engineers and corporate users to view 3D designs in a more stereoscopic VR space, realizing the transition from 2D screens to 3D stereo The preview is switched faster and more timely.
But is HTC really going to exit the consumer market? The answer is as Wang Congqing told reporters: "Whether it is the consumer market or the enterprise market, it is an extremely important market for HTC's long-term success. "I believe HTC will continue to focus on technology research and development and advancement in order to meet the different needs of these two types of customers. How HTC will deploy the virtual reality industry, wait for May 11.
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