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Many people in the industry believe that if VR is the PC of the next era, then AR is the mobile of the next era. The reporter's investigation found that the fire of VR is a virtual fire on the surface, and AR is the key area for the giants to compete for, and the capital is surging.
With Oculus rift, SONY PSVR, and HTC VIVE, three major consumer products have been introduced to the market in succession, 2016 was called “VR first yearâ€. When shopping malls encounter VR experience area, 199 yuan will be able to buy back VR glasses, how many people still remember the short-lived AR glasses in the market?
So, whether AR of earlier technology development is really outdated? No, there are investment banks predicting that the future market size of AR will reach 120 billion US dollars, which is 4 times that of VR, and Google, Microsoft, Apple and other giants have all announced recently. AR will be part of the company's long-term strategy.
Behind this huge market, however, is the cruel reality that “it takes five to 10 years of technology brewing†and no consumers to pay. "AR carries an imaginative view of future life, a high valuation, and a high technical threshold." A number of practitioners told reporters in an interview that the B-side market is the direction that many AR practitioners are aiming for. "Currently, AR has a large demand at the enterprise end, and consumer-grade outbreaks still have a long way to go."
Giants secretly compete for the AR market
In 2016, VR/AR is definitely one of the hot words, and ventures related to it are blooming. At the end of March, the reporter participated in a grand VR/AR forum in the western region. Of the eight guest speakers, only one of the lecture topics involved AR. It seems that the "VR/AR" combination is more like a partial meaning word, and AR lives under the VR's aura.
Just when the outside world thought that AR was forgotten, the sensitive capital was secretly competing in the AR field. Google, Microsoft, Apple, Facebook and other IT and Internet technology giants have recently stated that AR is part of the company's long-term strategy.
Take Google as an example. Even if VR Cardboard sales have broken 5 million units in January this year, and Google suffered a setback in AR products, it still did not diminish its enthusiasm for the latter. In recent days, his executives even privately shouted "Let Facebook do VR go, AR is the ultimate goal," the slogan.
At the Facebook F8 conference in mid-April, Zuckerberg expressed his unwillingness to say that AR glasses are also the direction of Facebook's efforts in the next 10 years.
In fact, technology giants are quietly working on a market that is bigger than VR. Last year, investment bank DigiCapital predicted that by 2020 the global AR and VR market will reach 150 billion US dollars, of which VR300 billion US dollars, AR is 4 times that of VR, will reach 120 billion US dollars.
Technically speaking, AR technology starts much earlier than VR. Guangdong Guanghe Law Firm's lawyers Xiong Daiyi and Wang Feng searched the global patent layout and found that AR patent applications had appeared as early as 1995. By 2009, the number of patent applications for AR technology had been in a relatively stable development state, but it was In 2010, the number of global AR patent applications surged by 589. In contrast, the VR patent application showed a spurt growth that occurred in 2015 after five years.
“The top applicants in AR technology are all giant companies in the communications industry.†The above two lawyers told reporters, “Microsoft ranks first, followed by Samsung, Sony and Qualcomm, large-scale communications such as Nokia, Siemens, and Korea Electronics. The Communications Institute is also on the list."
AR still needs 5 to 10 years of technology accumulation
According to incomplete statistics, among the A-share market-related concept stocks, the AR-related investment layout focuses more on the underlying technology, and most of the project's application scope is not limited to AR. Among them, GQY video investment in the United States one of the three major AR glasses manufacturers Meta, accounting for 3.617% of shares.
AR this cake is so attractive, but why the domestic capital is very cautious? Shenzhen, a manufacturer of AR / VR lenses, told reporters that from a hardware and technical point of view, a VR glasses technology is a point-and-shoot camera, and do The AR hardware is the difficulty of SLR cameras. “The threshold for VR is 8.6 yuan. There are two lenses in one paper box. If you do AR, there is not enough skill to do it.â€
Global information technology research and consulting firm Gartner's research also shows that VR is on the eve of large-scale application, and it has entered a period of rising marketization and commercialization. In contrast, AR still needs 5 to 10 years of technology to become mainstream.
Different from the pure virtual environment of VR, AR is based on reality enhancement. The ideal state is to see the reality and pop up the corresponding information. “Whether it is personalized or standardized information, it needs massive cloud data storage to achieve.†Li Xueliang, product manager of Chengdu Ideal Real Estate Technology Co., Ltd., told reporters that massive data support is the first threshold.
It is understood that in the ranks of major AR applicants in the country, Chengdu Ideal Realm Technology Co., Ltd. ranked the top ten in patent applications. However, Li Xueliang revealed that the current AR industry solution that the company can achieve is limited to a single database support.
Dealing with the above-mentioned massive data, real-time rendering of data that needs to be superimposed on reality requires very high computing power. Li Xueliang introduced that the current computing is based on PC-side and cloud-based computing and then transmitted to the terminal. Some simple computing tasks began to be implemented on the mobile phone.
Data transmission is also a threshold. "To achieve the desired AR effect, the network is also very demanding." Li Xueliang said, "There must be a 5G or even 6G transmission network in order to achieve real-time interaction."
Therefore, even if the development of AR technology is started early, but in order to enter the consumer market, its technology still needs to overcome several thresholds, and it is a global problem.
To find the right application scenario for an outbreak
The AR, which has yet to be settled in technology and hard to find in the consumer market, has ended its “stealth†model at the enterprise end.
"AR can effectively present product, item and site information, and can meet the needs of more companies in marketing, product promotion and introduction." Andrew D, CEO of 87870, a well-known VR platform in China. Kim said.
Li Xueliang also deeply understands that “there are still some outbreaks at the enterprise end,†and some companies already realize the potential of AR. Li Xueliang's company's AR equipment is still in the R&D phase, but AR's related application content and data support, with the help of mobile phones, tablet computers and other equipment, has been able to be used in advertising, media industry.
Through exposure to sporadic AR enterprise-wide use cases, Zhang Mingjun, senior AR-China CEO and CEO of AR in China, found that although AR is used in the B-end market, there is no VR in the consumer market as popular. In addition to its own technical constraints, the industry chain has not opened up.
According to Zhang Mingjun, although some AR teams have technical strengths and some are exploring business models, “including relatively well-known overseas AR companies lack the ability to link technology and market demandsâ€. In a word, AR practitioners failed to find suitable scenarios and customers, and polished products and technologies based on market demand.
In the downstream of the industrial chain, it is not clear what kind of effect and effect AR can bring. Zhang Mingjun found that the market in need does not know AR's progress in R&D, nor does he know where to find the right AR solution supplier. “AR does not fully reflect and realize its own value. Open hands and feet."
Industry insiders believe that AR breakthrough in the future, after the industry chain gradually opened, AR both in the B-side or C-side of the outbreak, we need to find the most appropriate application scenarios and consumer markets.
Andrew D. Kim said that the rapid rise of VR is because VR has found its positioning and goals in the consumer market. If AR technology does not provide an effective solution and does not find the most suitable application environment, it can only be a temporary gimmick.
What is Via In Pad? In shortly,via in pad is the via holes are at the SMD pad.The vias are very small,usually under 0.3mm.Why and how? First is there is no enough space to layout,you have to put the vias and holes closer even together.Second it helps thermal management and for high frequency boards,it may help improve signals.
Because the SMD pads are for SMD components loading,so the solder can not flow to inner layer or the other side when assemble.That is the most important for via in pad board.
How PCB manufacturers like us to do via in pad board? We will fill all vias with non-conductive epoxy and plate copper over it ,so the vias are flat same as others. Many PCB factories are unable to do such capability.
The key technology is how we fill vias and guarantee there is no any solder (surface finishing) in the holes.
Filled via in pad is a way to achieve intermediate density with an intermediate cost compared to using blind/buried vias. Some of the key advantages associated with using the via in pad technology are:
.Fan out fine pitch (less than .75mm) BGAs
.Meets closely packed placement requirements
.Better thermal management
.Overcomes high speed design issues and constraints i.e. low inductance
.No via plugging is required at component locations
.Provides a flat, coplanar surface for component attachment
Via in big pads are not a big problem.but for BGA,that is technology.As BGA pads are very small,10mil or 12mil,and there is no enough space.Manufacturing is not easy as other boards.
On the evening of April 24, the Hannover Messe 2016 opened. In the practical application of more than a hundred industrial 4.0 products displayed at the expo, German Chancellor Angela Merkel and President Barack Obama experienced a VR (virtual reality) eyeglass. With the advent of VR consumer products, 2016 can be said to be "VR first year," but this "first year" does not include AR (Augmented Reality). On the contrary, although VR and AR are both blooming, but AR is more like living under the aura of VR, technical barriers and industrial barriers, AR still stays in the stage of concept video.