VR As The New Experience Economy

数字分析公司Digi- Capital的一份报告指出,VR/AR产业到 2020年总估值将达1200亿美元。预计到2020年,全球头戴VR设备年销量将达4000万台左右。2016年各大品牌将会陆续发布消费者版的产品, 内容制作方也会快速跟进,相关技术可被广泛应用在游戏、娱乐、医疗、工业、航天、国防、教育等多个领域,越来越多的开发商都致力于虚拟现实技术的软硬件开 发工作,因此我们有相信在2016年将迎来VR/AR行业的大爆发,相关产业链的公司将明显受益。为推动中国AR/VR产业快速发展并加强与国际交流合 作,我们决定在中国上海举办首届全球虚拟现实与增强现实中国峰会2016。

1. VR As The New Experience Economy Clifton Dawson, CEO clifton@greenlightinsights.com Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
2. About Me Clifton Dawson San Francisco, CA USA • BA in Economics, Harvard University • MBA, Harvard Business School • Former Analyst, Snapchat Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
3. Add Me on WeChat Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
4. Contents 1. About 2. VR as a New Experience Medium 3. Virtual Reality Industry Monitor 4. What We Should Ask Ourselves 5. What’s Next for Greenlight Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
5. About Greenlight Insights New school boutique for research & data-driven insights Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
6. What We Do 1. Market Research 2. Consumer Insights 3. Business Analysis Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
7. Contents 1. About 2. VR as a New Experience Medium 3. Virtual Reality Industry Monitor 4. Implications 5. What’s Next for Greenlight Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
8. YouTube to Mobile Video to 360 Experience Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
9. YouTube to Mobile Video to 360 Experience Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
10. Contents 1. About 2. VR as a New Experience Medium 3. Virtual Reality Industry Monitor 4. What We Should Ask Ourselves Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
11. It Started With An Ecosystem Map Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
12. Goals 1. Opt-in & anonymous 2. Provide empirical-based insights on the most important topics at the current stage in the industry Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
13. Built for the Industry. By the Industry. Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
14. Built for the Industry. By the Industry. Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
15. Built for the Industry. By the Industry. Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
16. Built for the Industry. By the Industry. Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
17. VRIM Survey Structure All Respondents Cinematic Company Investor Advertiser Other Experience Developer Distribution/Publishin g SW/Tools/Services Image or Audio HMDs Other Display Input or Interface Other Games Recorded Events Live Events Enterprise Other Flight of Questions* Flight of Questions* Flight of Questions* Flight of Questions* Flight of Questions* Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
18. VRIM Survey Structure All Respondents Cinematic Company Investor Advertiser Other Experience Developer Distribution/Publishin g SW/Tools/Services Image or Audio HMDs Other Display Input or Interface Other Games Recorded Events Live Events Enterprise Other Flight of Questions* Flight of Questions* Flight of Questions* Flight of Questions* Flight of Questions* Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
19. Contents 1. About 2. VR as a New Experience Medium 3. Virtual Reality Industry Monitor 4. Findings 5. What’s Next for Greenlight Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
20. Early Findings 1. Industry is fragile by most conservative measures 2. Developers are focused 3. Virtual Reality Industry Monitor 4. Findings 5. What’s Next for Greenlight Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
21. Content § A Pulse on the Industry § Content § Path to Industry Growth © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
22. Companies are still small teams © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
23. Companies have only recently begin hiring Q: When did your organization first employ people specifically for VR/AR? © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
24. Companies expect limited revenues in shortterm Q: What are the gross revenues you expect your company to generate from VR/AR over the next 12 months? © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
25. Many Companies Expect to Seek Funding Q: How much funding do you expect your company to raise over the next 12 months? © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
26. Content § A Pulse on the Industry § Content § Path to Industry Growth © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
27. Content Developers Focused on Several Categorie Q401. What are the primary type(s) of content your company produces? N=145 © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
28. Key Parameters Vary Widely by Content Type Parameter (Developer Expectations) Session Length (Av.) Cinematic 13.4 min. Content Types Comments Games 26.7 min. Recorded Events (Sports, Ent’mnt, etc) 14.5 min. Live Events (Sports, Ent’mnt, etc) 25.5 min. Retail Price (Av.) $19.60 $23.80 NA* 0$** Belong to Existing “Franchise” (Pct.) Experienced Primarily Solo (Pct.) Self-Published (Pct.) 11.4% 85.7% 65.7% 7.4% 51.5% 64.7% 0.0% 40.0% 80.0% 20.0% 0.0% 80.0% # Currently on Market 5.2 2.8 3.9 NA (Av.) # in Pipeline (Next 12 7.1 3.6 9.2 7.1 mo’s.) *Most of this content will be part of a bundle, and not priced separately. ©**CBOasPiYcRliIvGeHcTo2n0te1n6t. GexRpEeEcNteLdIGtHoTbVeRfr,eINe;Cm. PoRnOetPizRaIEtioTnARfrYomANoDthCeOr NmFeIDchEaNnTiIsAmL.s (e.g. advertising). Grey columns indicate very small n (@5 in both cases).
29. Developers Offer Just A Few Titles… Q425. How many VR/AR experiences does your company currently offer? N=25 © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
30. …but More Titles are in the Pipeline Q426. How many VR/AR experiences does your company intend to bring to market in the next 12 months? N=35 © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
31. Most Content Not Part of a “Franchise” Q419. Is this VR/AR content intended to be a stand-alone title, or part of a “franchise” of titles around the same theme? N=35 © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
32. Game Developers Focused on a Half-Dozen Genre © CQO4P0Y2R.IGWHTh2a0t1a6.reGRthEeENpLrIiGmHaTryVRty,pINeCs. oPfRVORPR/AIERTAgRaYmAeNsDyCoOuNrFcIDomENpTaIAnLy. produces? (Check multiple options if appropriate.) N=68
33. Industry Focus is on Both VR & AR © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
34. Content § A Pulse on the Industry § Content § Paths to Industry Growth © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
35. Several Skill Sets Highly Valued Q: What skill sets or experience are important for content developers in VR/AR? © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
36. Industry Challenges Highlight Issues with Content Q8. What are the two biggest challenges to growth for the VR/AR industries? © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
37. Multiple Needs for Growth; Emphasis on Financing Q204. As VR/AR industry participant, what are your biggest needs? In other words - what would maximize your success over the next 12 months? N = 52 © COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
38. Key Parameters Vary Widely by Experience Type Parameters Cinematic Session Length (Av.) Retail Price (Av.) Belongs to Existing Franchise (Pct.) Experienced Primarily Solo (Pct.) # Currently Available (Av.) # in Pipeline (Next 12 mos.) 13.4 min. $19.60 11.4% 85.7% 5.2 7.1 Experience Type Games 26.7 min. Recorded Events 14.5 min. $23.80 NA* 7.4% 0.0% 51.5% 40.0% 2.8 3.9 3.6 9.2 Live Events 25.5 min. 0$** 20.0% 0.0% NA 7.1 Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
39. Key Parameters Vary Widely by Experience Type Parameters Cinematic Session Length (Av.) Retail Price (Av.) Belongs to Existing Franchise (Pct.) Experienced Primarily Solo (Pct.) # Currently Available (Av.) # in Pipeline (Next 12 mos.) 13.4 min. $19.60 11.4% 85.7% 5.2 7.1 Experience Type Games 26.7 min. Recorded Events 14.5 min. $23.80 NA* 7.4% 0.0% 51.5% 40.0% 2.8 3.9 3.6 9.2 Live Events 25.5 min. 0$** 20.0% 0.0% NA 7.1 Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
40. Key Parameters Vary Widely by Experience Type Parameters Cinematic Session Length (Av.) Retail Price (Av.) Belongs to Existing Franchise (Pct.) Experienced Primarily Solo (Pct.) # Currently Available (Av.) # in Pipeline (Next 12 mos.) 13.4 min. $19.60 11.4% 85.7% 5.2 7.1 Experience Type Games 26.7 min. Recorded Events 14.5 min. $23.80 NA* 7.4% 0.0% 51.5% 40.0% 2.8 3.9 3.6 9.2 Live Events 25.5 min. 0$** 20.0% 0.0% NA 7.1 Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
41. Key Parameters Vary Widely by Experience Type Parameters Cinematic Session Length (Av.) Retail Price (Av.) Belongs to Existing Franchise (Pct.) Experienced Primarily Solo (Pct.) # Currently Available (Av.) # in Pipeline (Next 12 mos.) 13.4 min. $19.60 11.4% 85.7% 5.2 7.1 Experience Type Games 26.7 min. Recorded Events 14.5 min. $23.80 NA* 7.4% 0.0% 51.5% 40.0% 2.8 3.9 3.6 9.2 Live Events 25.5 min. 0$** 20.0% 0.0% NA 7.1 Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
42. Key Parameters Vary Widely by Experience Type Parameters Cinematic Session Length (Av.) Retail Price (Av.) Belongs to Existing Franchise (Pct.) Experienced Primarily Solo (Pct.) # Currently Available (Av.) # in Pipeline (Next 12 mos.) 13.4 min. $19.60 11.4% 85.7% 5.2 7.1 Experience Type Games 26.7 min. Recorded Events 14.5 min. $23.80 NA* 7.4% 0.0% 51.5% 40.0% 2.8 3.9 3.6 9.2 Live Events 25.5 min. 0$** 20.0% 0.0% NA 7.1 Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
43. Summary 1. What are the features that drive real value (e.g. engagement, pricing)? 1. Should all experiences be treated equally? 1. What are there obstacles to expanding the experience pipeline? How do we resolve them? © COPYRIGHT 2016. GRGEErNLeIGeHnT VliRg, IhNCt. PRVInORPsRiIEg-ThA-RtYsAAND-BC-OuNFsIiDMnENeaTsIArsLk. IentteInllsigigehntcsefoFrirmtheFoErxpVeiriteunacleREecaolintyomy
44. 1. About 2. VR as a New Experience Medium 3. Virtual Reality Industry Monitor 4. Implications 5. What’s Next for Greenlight Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
45. Greenlight Insights -- Market© COPYRIGHT 2016. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Insights for the Experience Economy
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