In recent years, consumer AR products have been launched continuously. The characteristic of AR transcending time and space constraints has enabled AR to achieve hundreds of billions of output value in the deep integration with military, manufacturing, entertainment, medical care, education and other industries. As the end of 2017 approaches, the annual “Wuzhen Time” opens again. At the 2017 Internet Conference, celebrities in the Internet field discussed the future development planning of AR field together.
The AR market is hot, and tech giants are taking the lead
In 2016, the “13th Five-Year Plan” for National Informatization pointed out that the basic research and development and frontier layout of new technologies such as future network, brain-like computing, artificial intelligence, virtual reality and augmented reality should be strengthened to build the first-mover dominant advantage in the new arena. With the support of national policies and the rapid progress of AR technology, AR has rapidly integrated into people’s lives. The convenient functions of AR products such as AR shopping, AR live broadcasting, AR games and AR navigation in life make mobile AR applications become a new lifestyle pursued by people. Under the general trend that AR has gradually become a hotspot in the industry, apple, Google, Tencent and other manufacturers at home and abroad have begun to actively layout in the field of mobile AR.
As an internationally renowned technology enterprise, Google’s biggest advantage in the AR field lies in the combination of machine learning and AR technology. Tango, an augmented reality platform backed by Google, has been in the public eye since its launch in 2014.
Another well-known company, Apple, released iOS 11 in September, which allows AR apps to run on any device that is compatible with the A9 processor and runs iOS 11 software.
In China, Alibaba, Baidu and Tencent have also launched AR. Tencent, which started with social networking, chose to start from social networking when facing the emerging field of AR. On the one hand, Tencent has carried out overseas AR investment layout centering on its core business in recent years. In January 2016, Tencent invested in MEte, an AR glasses company, followed by Innovega, an American AR hardware company, in February 2017. On the other hand, due to the high market share of social platforms such as wechat and QQ, Tencent has pooled its own resources and cooperated with mainstream mobile phone manufacturers to build a complete AR ecosystem.
Can be seen from the layout of the major technology giants, AR has become each big business enterprise of science and technology in the eyes of the “tang’s monk meat”, and in the AR market is not mature, both Google and Microsoft and tencent, baidu, want to eat a bite of meat “” tang’s monk, also need to be strengthened in AR fall to the ground in the field of application, as soon as possible AR products fall to the ground, make AR products pratt &whitney.
Tencent QQ launches “the first AR recognition textbook” in collaboration with Renjiao Digital
In China, AR related technology has been gradually on the right track, and the corresponding development platform, application suite and hardware equipment are being improved and popularized. Under this opportunity, Tencent QQ and renjiao digital publishing company reached cooperation, both sides in the field of mobile Internet and education, jointly launched the “first AR recognition textbook”, AR officially drove into the field of education.
It is reported that Tencent QQ will be PEP version of primary school 3-6 Grade English, the first and second volumes of 8 textbooks, each textbook 6 units of the main illustrations, a total of 48 pictures for adaptation identification. Students only need to scan any of the 48 pictures through “QQ-AR” in mobile QQ, and then the corresponding multimedia English teaching content will appear.
Qq-ar combines planar textbooks with AR animation to make the course content more distinctive. The combination of content education and interest education can not only solve the difficult problems in teachers’ teaching, but also promote students’ interest in learning, so that quality education and examination-oriented education are both wrong. In addition, through scientific and technological means to create three-dimensional learning scenes, the use of QQ-AR to make textbook content in a vivid way to display, enrich teachers’ teaching means, so as to improve the quality of teaching.
However, for QQ-AR platform, the cooperation with the digital publishing company is only a test of its educational field. This experiment not only broadens the scope of their cooperation, but also creates the industry’s first application of AR technology in the field of education. The landing of AR recognition textbooks is an important step of QQ-AR platform from strategic layout to product application, and the application of AR in English is just the beginning. In the future, QQ-AR will also be applied in physics, chemistry and other more professional disciplines, and QQ-AR will play a greater role in the field of education.
The implementation of AR recognition textbook is a big step to realize intelligent education, and also shows users that Tencent is ahead of other technology enterprises in AR technology. Both students and teachers benefit from the implementation of AR recognition textbooks, the courage to try digital education and Tencent QQ hard work in the FIELD of AR have contributed to.
Technology landing is just the beginning, Tencent QQ-AR open platform will release greater value
As we all know, AR is a technology that calculates the position and Angle of the camera image in real time and adds the corresponding image. The function of this technology is to set the virtual world on the screen and interact with the real world. Since AR is the combination of real scene and virtual scene, in order to maintain the alignment of reality and virtual, it is particularly important to master technology tracking, image matching recognition, semantic detection recognition and other technologies.
Tencent’s top machine learning research and development team tencent optimal figure lab, focused on image processing, pattern recognition, machine learning and data mining, deep learning, audio voice analysis in areas such as technology research and development and business floor, in recent years, tencent optimal figure lab has been for tencent QQ AR on the implementation of a strategy to provide technical support. The launch of QQ-AR open platform, is aimed at “picture recognition” on the platform open to all users of the self-service, other AR capabilities are currently mainly open to developers or brands.
In fact, Tencent QQ has obvious advantages in AR. In addition to its leading position in AR technology, it has strong popularization ability behind its social attributes. For example, QQ is a social platform with a large number of users. When a novel technology is applied to QQ, it often generates a huge response. Therefore, QQ-AR not only has the implementation products of “AR recognition textbooks” in the field of education, but also has rich practical experience and in-depth layout in social marketing, brand cross-border cooperation, film and television cooperation and public welfare undertakings.
In terms of social marketing, QQ-AR cooperated with Shenzhen University to launch China’s first “AR school emblem” and the QQ Sky red envelope activity using AR to grab red envelope technology, which was unprecedented in popularity. In terms of cross-brand cooperation, QQ-AR and ELLE jointly launched Activities such as AR cover film of Wu Yifan and AR Olympic Torch relay. In terms of film and television cooperation, blockbusters such as Spider-Man: Homecoming and Fast & Furious 8 have carried out in-depth cooperation with QQ-AR. In the most meaningful public welfare, QQ-AR set up a number of “QQ-AR first aid kits” in public areas, users can quickly master first aid skills through the QQ-AR first aid kits…
According to the 2017 China Internet Network Information Center report, Internet users under the age of 29 accounted for 52.2 percent of all Internet users. In terms of the frequency of Internet use, the post-1995 and post-2000 users are the most active group of people. QQ, as the largest social platform for young people, has 662 million smart terminal monthly active users. With the technical support of QQ-AR and the help of QQ social relationship chain, the whole industrial chain of QQ-AR has been basically formed from products, capital, market, channels to customers and users.
On the whole, QQ-AR has developed its own AR market in China based on the accumulation of its own users, technology, operation means and other aspects. The three characteristics of QQ-AR platform: zero technology and convenient download threshold, mass user testing technology is stable and reliable, AR creativity can be seen by hundreds of millions of users, enough to show that Tencent QQ-AR can provide greater business value for partners.
Qq-ar platform has become an important window for China’s AR to look into the future
Digi-capital, an international investment banking service company, recently released the Mobile AR Market Report, pointing out that the potential AR market fought for by tech giants is expected to have 1 billion users by 2021, and the era of universal use of AR applications is coming. In China, QQ-AR open platform is undoubtedly an important window for China’s AR to look into the future.
On the one hand, Tencent QQ-AR will open its technical capabilities, which will attract more developers and more ordinary users to join the ranks of AR creation, so as to enrich AR content, build AR content ecology and promote high-quality AR content output of the whole industry. In addition, in terms of supporting excellent AR developers, Tencent QQ launched the “Million New Youth Plan” in order to create a new social ecology together with its partners, that is, it plans to invest 6 billion yuan and platform resources to support 1 million young creators and entrepreneurs focusing on young content.
On the whole, qQ-AR open platform promotes the innovation and upgrading of AR industry based on its own technology, users and other resources, thus driving the innovation of consumption experience and business model in various industries. In the future, QQ-AR will have greater imagination in the open strategic layout and business value. The application of “AR recognition textbook” is just the beginning. Promoted by Tencent QQ-AR, the AR life of the whole nation is getting closer to us step by step…
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110