Consumer perception is not high? US media: Apple Meta helmets are better to sell to enterprises first
Consumers still don’t know what the Metaverse is
next year,appleCompetition around the future Metaverse market will rage when the company is expected to release the first mixed reality headset that supports augmented and virtual reality technologies. According to the relevant trademark application documents, Apple named the device Reality One or Reality Pro, which is an important new product released by Apple since the launch of Apple Watch in 2014.
More importantly, the new device will put Apple in direct competition with Facebook parent company Meta. Meta CEO Mark Zuckerberg wants to build the company into a leading company in the metaverse. He has invested tens of billions of dollars and changed the company’s name last October.
But the main problem is that very few consumers know exactly what the Metaverse is. According to a survey of 24,712 adults by market research firm Forrester, only 23 percent of U.S. adults are familiar with the metaverse. Germany’s figure fell to 14 percent.
“I think the biggest challenge is … first of all, no one really knows what it is,” said Americus Reed, a professor of marketing at the Wharton School of the University of Pennsylvania. “It’s almost impossible for people to fully Understand… the value in that. Why would I do this?”
To change that, Apple and Meta must first bring new devices to the enterprise market, build on that and continue to improve device comfort and pique the interest of ordinary consumers.
Enterprise market is the development direction
Meta, which has released the Quest and Quest 2, is currently the leader in head-mounted virtual reality devices. But it’s not a monopoly. Microsoft, Magic Leap, and others are developing or supplying their own devices.
With Apple on board, competition in the augmented reality and virtual reality headset market will intensify. Given that consumers still don’t know exactly what these devices and metaverses can provide, these companies will need to prove their product value through the enterprise market.
The promise of augmented reality, virtual reality, and the metaverse in the enterprise is relatively straightforward. Relevant equipment can retrieve operation manuals for workers in real time, so that they can compare and check operation steps against the manuals in the workplace without having to read notebooks or websites.
In addition, newbies can use the device to video chat with experienced staff, who can remotely guide them through all the complex technical tasks from replacing a car’s fuel pump to repairing a fighter jet.
How can the Metaverse work in the corporate marketplace? Meta has launched a beta version of its Horizon Workrooms software, which allows users to hold virtual meetings in the Metaverse and communicate with each other through their avatars.
Meta’s idea is to allow employees to stay connected no matter where they are, replicating the user experience of meeting face-to-face in a remote meeting.
Microsoft also has a similar product, Microsoft Teams Mesh, that allows users to interact with other users’ digital avatars through virtual meeting rooms or video chats.
J.P. Gownder, research analyst at market research firm Forrester, explained: “In the enterprise, the use of virtual reality for training is very promising, and mixed and augmented reality technology can be used in field service, telemedicine and training. , these three technologies can also be integrated into specialized 3D applications.
“Apple can seize these market opportunities right now, depending on its product and strategy,” added Gunder. “But Microsoft has already started integrating Azure cloud computing into mixed reality services, and it’s getting bigger. It’s important to emphasize that, These companies can both compete and cooperate.”
By contrast, attracting corporate customers may be more difficult due to Meta’s business model that relies too heavily on advertising and has a controversial history. Meta’s advantage, though, is that the company already has two devices on the market, with Project Cambria expected to hit the market next month, putting it ahead of the competition in terms of hardware.
“Over the past 20 years, consumers have tended to ask corporate IT what devices they want based on their experience with home electronics,” Gunder said. “For the Metaverse market, many people will be at work first.” Experience the Metaverse. We hope some of these employees will see the value of the metaverse and start using it for their personal lives. But the process will take several years. “
It takes time to convince consumers
Getting consumers to actively pay for head-mounted devices, thus joining the Metaverse, is still a distant dream. In addition to specially developed games and virtual spaces incorporating social elements, the current metaverse, augmented reality and virtual reality technologies bring the user experience and intelligencecell phoneortelevisionNot too different.
After all, when the user owns a 55-inchChekaOn TV, watching a movie with a low-res headset makes no difference. Users also certainly don’t like watching shows on their headsets while eating.
Tuong Nguyen, senior principal analyst at market research firm Gartner, said that metaverse, augmented reality and virtual reality technologies need to meet three criteria: rich content, ease of use and ease of control. The content has to be unique enough to draw consumers away from devices like smartphones and TVs; the devices need to compete on price to become widespread; and ease of control has to do with ease of use.
So, how does the metaverse technology developed by companies like Apple, Meta and others move from the enterprise market to the consumer market? Reed thinks they may need to focus more on V-V personalities or businesses in the space, rather than direct advertising.
“People are turning a blind eye to advertising these days. They’re going to think it’s a lie, that it’s a deal,” Reed said. “So look for ways to connect the corporate market with the big Vs in the corporate space, spread the word, and create dialogue and connections with the consumer market.”
Also, which company has the edge in the metaverse, augmented reality, and virtual reality? According to some experts, it’s Apple. Compared with Meta and Microsoft, which have released software and hardware devices, although Apple has not released its own devices, it already has more than 1 billion loyal users.
This is a powerful weapon that few competitors can use. But for companies to achieve this, they first need to meet corporate needs.