Enhanced digital technology is still in the midst of the star fire
In the digital age, along with the development of society and technology, new vocabulary, including network language, emerges endlessly. If you don't pay attention, you may fall into the fog and know nothing about it. Internet, new media, visual communication, new retail, 5G, AR, VR, MR, 3D, ERP, secondary, digital identification, pixels, ..., etc., to name a few, these new words reflect the times Progress, technological innovation.
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Digital technology has also contributed to the changes in the printing industry. The most typical digital printing for non-printing has begun to challenge traditional printing with printing plates. Cross-border, integration, digitization and intelligence are becoming the next step in the development of the entire industry. Shun Zhichang, the reverse is dead.
AR/VR enhancement technology is an application of digital technology
What is AR, VR or even MR? What do they have to do with printing?
According to Baidu's explanation and the author's understanding, the meaning of these words should be like this:
AR is the abbreviation of English Augmented Reality, which translates into augmented reality technology in Chinese. It is a new technology that integrates real world information and virtual world information "seamlessly". It is an entity information (visual information, sound, taste, touch, etc.) that is difficult to experience in a certain time and space of the real world. ), through computer and other scientific means, simulation and then superimposition, the virtual information is applied to the real world, perceived by human senses, providing information that is invisible to human beings under normal circumstances, thus achieving a sensory experience beyond reality.
From a technical perspective, augmented reality technology includes new technologies and new methods such as multimedia, 3D modeling, real-time video display and control, multi-sensor fusion, real-time tracking and registration, and scene fusion. It is to superimpose the real environment and virtual objects into the same picture or space in real time, so that they exist at the same time.
If AR is a combination of a real environment and a virtual object, the corresponding VR (Virtual Reality) provides the user with a three-dimensional virtual world of vision, hearing, touch, and the like, so it is also called virtual. Reality technology is even directly called spiritual technology or artificial environment.
As for MR (Mixed Reality), it refers to mixed reality technology, which is a new visualization environment generated by combining real and virtual worlds. However, relevant reports indicate that there are currently fewer companies and teams engaged in the field of MR in the world, and many of them are in the research stage.
Whether it is Reality Enhancement (AR) or Virtual Enhancement (VR), it is a new way for people to visually interact and interact with complex data through computers. Compared with traditional human-machine interfaces and popular window operations, there are technical aspects. Great progress.
The above explanation clearly tells us that AR/VR/MR is more related to computer technology. The intervention of the printer is to apply this technology. It is a timely development based on the traditional printing business. The purpose of the printing company to enhance the technical support needed to provide the market to the customer's overall service level.
Successful cases of enhanced technology application at home and abroad
The emergence of AR/VR enriches our lives, because this technology can help us see what we can't see in real life and give people more room for imagination.
The author once had exchanges with Japanese professional and technical developers. The other party informed that the Japanese printing industry has adopted this technology, and the purpose is to use this emerging technology to take extra points for enterprises.
The typical AR case they provide is that the printing company provides the corresponding AR product when it undertakes the commercial printing of the real estate transaction company. In other words, what the customer sees from the advertisement paper is only a selected, glamorous still room picture. As long as the buyer is interested, he can see all the scenes of the residence through the related links, and it is three-dimensional. ,Dynamic. In this way, the customer can select a limited number of home visits for further field visits and abandon a large number of invalid labor. In fact, many sellers do not want to be interfered with by customers from time to time before the house is shot, affecting their normal life. If you need to choose a house for work or study reasons, this method will bring more convenience.
The typical case of VR technology serving tourist attractions also comes from Japan. In recent days, the chopping net has published an article entitled "Which tourism hot in Japan, why does a VR business of a printing company follow the fire?": It is said that "with the enthusiasm of Japanese tourism and the approach of the 2020 Tokyo Olympics, Japan The 100-year-old Toppan Printing Co., Ltd. has used VR technology to reproduce the business of the ancient Japanese city.
According to the report, in the past few years, Toppan has produced more than 50 works for the local government to which the attraction belongs or the local museum that wants to add a tourist experience. These works allow the audience to see that there has been no war, earthquake or natural deterioration. The Japanese gods, temples and castles in their heyday are like the appearance of these buildings and works of art hundreds of years ago. The report also said that Japan has 13,000 places that have been identified as national treasures or important cultural property, which will be the growth space for the company's business. Virtually hundreds or even thousands of years ago, the original appearance of the landscape is the director of VR technology.
There are certainly many things that can be done by reality enhancement and virtual enhancement technology. It is nothing more than how we communicate with customers, how to present them, and how to meet customer demand for services. This just emerging market has yet to be carefully explored.
The application of enhanced technology is still in the stage of the fire of stars
AR/VR technology has been known and accepted by the market for several years, but there are still few applications in China. It still takes time for the fire of the stars to be in the future. This is due to the improvement of technology, the reduction of production costs, and the actual use. Convenience and more. Just as smart tags (RFID) have just been introduced to the market, despite the traceability advantages, because of the high cost, the market price per piece is as high as 10 yuan or more. The result is high and low, except for a limited number of high-end brands such as Wuliangye. In addition, a large number of units that can be applied have not been widely used. Now that the price of each smart tag has fallen by a few hairs, the market has become bigger at once, and the most vulnerable clothing in the supermarket has become the largest user, and The popularization of intelligent tags has also made it possible for unmanned supermarkets to land, and AR/VR is waiting for the day of popularization as soon as possible.
At present, the application of AR technology in the domestic market is relatively large, especially in the children's book market. When the child looks at the literacy, he sees not only the painted horse in the illustration, but also the living horses that are running on the grassland through the AR enhancement technology, seeing the horses born in different regions and in different shapes. Even a sweaty BMW. In short, AR can help us expand the limited content infinitely and learn more.
The relevant professional papers on the application of AR technology in the field of books pointed out: "AR technology can create a vivid 3D stereoscopic image, giving readers a multi-sensory stimulation of sight, hearing, touch, etc. This feature is suitable for displaying science, science and technology, science and technology. The scene, on the other hand, is also very suitable for children's book publishing, providing a variety of intuitive and specific 3D content for children with abstract thinking." However, because of this, the production cost of these products will increase, not just a piece of paper. The cost of editing, printing, and distributing the quality books has to increase the cost of AR shooting and production in response to the content. Even if the purchase is made to the holder of this part of the work, there will be a corresponding fee. Are our consumers willing to pay such a fee for this?
In addition, the current use of AR technology is still cumbersome. First, "the physical book is combined with terminal devices such as mobile phones/tablets. In the process of use, readers need to download an APP that matches the book with a mobile phone, and then scan the book before they can. Displaying AR content on mobile phones." If readers buy AR-containing books from different publishing units, it means that there are several APPs with different publishing units, which is obviously not good for promoting sales.
Shanghai has a private new three-board listed company that has been doing well in the children's book market in the past few years. As more formal publishers step into this fascinating market, his company has become struggling. Therefore, investors envisage the use of AR technology to reinvigorate, but from the actual operation of the past few years, it seems that they have not seen their talents in the end. After all, the prospects are uncertain, and whether large investments can bring big returns is difficult to grasp. The author also took some of the printing enterprise leaders who are interested in AR technology to listen to the introduction of the technology in the field of books. Before listening to the lectures, I was eager to try. After listening to the lectures, I felt that the timing of large-scale promotion was still immature. The lady is also a soldier.
At the press show, it was the Hong Kong Chinese business printing company that applied the AR technology to the display of boxed clothes, helping potential consumers to see the inner objects without even opening the luxury packaging, even wearing them themselves. The effect of the body.
As for the earliest application of VR technology in China, it was promoted to the dynamic "Qingming Shanghe Map" of the Chinese Pavilion Town Hall created by Crystal Stone during the 2010 Shanghai World Expo. Although it was not clear at the time that the company used VR. Technology, but the essence is virtual enhancement, allowing visitors to see a lively Northern Song Dynasty period based on the prosperity of Zhang Zhe Duan's paintings.
In essence, consumer behavior is determined by the market. They use their feet to vote, but they also need manufacturers to guide them to help consumers understand what value-added services can be brought to us by adopting new technologies, and let consumers realize that things have Value, willing to pay more for the heart of the product. Therefore, to seek market pain points, to use the advantages of real-life enhancement and virtual enhancement technology in a targeted manner, to maximize these advantages is fundamental to the growth of emerging markets. Of course, this requires designers to use their brains and take time to build up. The market still needs to be nurtured.
There are certain areas in the application of specific technologies, and it is not appropriate to go all the way.
It must be pointed out that any product has a certain range of applications. The things that are closely related to people's livelihood may be larger. On the contrary, it is not necessary for life. It is only for products that reflect their status and image, such as luxury goods, their consumption. The scope will be smaller. In the extension of development, the printing enterprises are not too big in the scope of many new areas that they are currently involved in. They are never suitable for rushing. If they are swarming and the production capacity exceeds the actual demand of the market, it will definitely lead to market chaos and vicious competition. Even the money that could have been earned has disappeared. Such a scenario has already appeared too much for China, which has not entered the market economy for a long time.
3D printing is an example. 3D printing is to change the history of reduced material manufacturing into additive manufacturing, the emergence of 3D printing, greatly reducing the cost of personalized production, suitable for printing a variety of products that customers need. After some companies took the lead in introducing 3D printing equipment, they found that the market did not have such a large demand. The idle time of the equipment was far greater than the time of the work. The expensive depreciation was difficult to digest, but the operating profit of the whole enterprise was lowered. And a considerable part of the printed consumables need to rely on imports, which is obviously not affordable for the average company. This fact also warns us that even in emerging markets where the development prospects are widely optimistic, we must carefully analyze the market before we determine the input, and we must not follow suit. If we want to withdraw from the problem, we will have some investment to be lost. .
In fact, in the past few years, the printing industry has encountered the above problems in the development of intelligent labeling (RFID), "Internet +", and even in the field of art reproduction. It has been rushing to enter first, and found that the market is not as expected, and the timing is not mature. Reducing the greater losses that may result from continued investment, it is unfortunate to choose to cut off the meat. Although the advancement of society requires warriors who dare to taste crabs, acting as a warrior also requires a combination of conditions, not just courage. The foresight of the car is taken as a warning.
The market application of AR/VR is still in the water test stage. At the stage of market cultivation, we must not be convinced of the propaganda of suppliers, and recognize the fact that something that may have formed a climate in a certain country can be followed up. We need to build our investment on the basis of a clear analysis of the market. Only by knowing ourselves and knowing ourselves can we fight in the same way.