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What consumers want in their next XR device


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Is XR the next mobile computing platform that has the potential to one day surpass the mobile phone? Forecasters say that by 2023, there will be over 186 million XR Standalone devices (AR/VR) in the world. All these devices will transform industries by making workers more efficient, will change the way we live by making it easier for us to communicate and share and much more. Join us as we reveal findings from our US and China qualitative study and learn what consumers need and want in the next wave of XR devices.

Published in: Technology
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What consumers want in their next XR device

  1. 1. What Consumers Want in Their Next XR Device Hugo Swart Senior Director, Product Management Qualcomm Technologies, Inc. @HugoSwart_QCOMOct 3, 2018 Kate Fu Senior Manager, Strategy & Analysis Qualcomm Technologies, Inc.
  2. 2. 2
  3. 3. 3 Will the smartphone become an XR wearable? Qualcomm Snapdragon is a product of Qualcomm Technologies, Inc.
  4. 4. 4 XR is here today, but it is still in its infancy Analogy to smartphones: XR evolution will take years…opportunity will be immense Technology Phase: Infancy Market: Mostly early adopter “Prosumers” Technology Phase: Rapid evolution Market: Surging consumer adoption Technology Phase: Maturity Market: Worldwide, ubiquitous use XR will follow a similar multi-year cycle of sleeker designs, with tremendously increasing functionality XR is here today XR by ~2020
  5. 5. 5 Healthcare Marketing & advertising Retail Engineering Education Entertainment XR is the next mobile computing platform Gaming Emergency response Industrial & manufacturing Military
  6. 6. 66 The past, the present and the future of XR devices Last 5 years Next 10+ yearsPresent Next 2 years
  7. 7. 7 Standalone AR + VR Install Base by 2023 186 Million Source: IDC, ABI Research, Qualcomm Technologies
  8. 8. 88 Standalone devices are helping to make this happen Lenovo Mirage Solo w/Daydream HTC VIVE Focus Oculus Go ODG R9 Shadow Creator A new category of devices has arrived
  9. 9. 9 Devices How do we make this happen? HMD Accelerator Program (HAP) ISV Components ODM IHV Ref Design, SDKs &Tools KPIVR SDK Profiles Advanced Algorithms 3D Audio Foveated rendering Scene Under- standing Eye tracking 6DoF Hand tracking SoftwarePlatform
  10. 10. 10 Your Next XR Device
  11. 11. 11 Interviewed over 4,300 consumers to obtain insights Use Cases Form Factors Pricing
  12. 12. 1212 Consumers envision using XR in all aspects of life Eye glasses are ideal for daily use Everyday Use • Multimodal interaction • Easy and intuitive • Higher quality and truly immersive in a virtual space • Provide the right info when needed • Smart suggestions knowing you and your context • Desire to use all day every day • Replaces other screens in life • Design is not intrusive Enhanced Experiences Informed Decisions
  13. 13. 1313 Use cases that help save time and cost 35% Travel Virtually visit any place around the world as if you are physically there AR 25% Communication Communicate with people in different locations as if they are there with you in the same space VR Top Individual Use Cases 28% Shopping Virtually visit a house/apartment, hotel room, vacation spot, or view products before buying 30% Assistance Enhance your vision to clearly see in dark or poorly lit environments 30% How-To Learn new skills or techniques (e.g. foreign language, making/fixing things) 30% Design View a room or space with virtual elements to see what it looks like with a new design
  14. 14. 1414 Health & wellness are priorities 31% Travel Virtually visit any place around the world as if you are physically there AR 29% Education Read or watch immersive educational content (e.g. solar system, historic events, geography) 29% Health & Wellness Watch virtual reality videos for stress relief, meditation, and physical therapy VR Top Individual Use Cases 34% Health & Wellness Passively monitor and record what you eat/drink, your vital signs, blood glucose/sugar levels, etc. Get alerts when you are out of normal range 34% Assistance Provide turn-by-turn navigation, routes, time, distance, speed, and warnings when you drive, bike, ski or engage in outdoor activities 31% Medical Treatment Use 3D images of your body/injuries/symptoms to facilitate the discussion between you and your doctor about treatments
  15. 15. 15 Comfort is required and style is highly desired Top preferences Sleek, comfortable, light weight, and compact Women are more likely to ask for stylish design and additional color options Country differences China is open to stand-out designs It helps create an image of tech savviness/trendiness Compact, small and comfortable to wear with very strong capabilities. (China) “ „ I would definitely wear the glasses at home or in public because they are low profile and people would not notice that they are anything other than regular glasses. (US) “ „
  16. 16. 1616 Form factor does not appear to be a barrier to adoption Top 5 Preferred Models for Everyday Wear 321 4 5
  17. 17. 17 2+ pairs 58% 1 pair 31% None 11% Half of potential buyers would purchase at least 2 pairs Number of XR glasses buyers would purchase 2+ pairs 45% 1 pair 54% None 1%
  18. 18. 18 Ideal XR Portfolio Top choice for 1st pair Top choice for 2nd pair Regular eye glasses Helmets/ Goggles
  19. 19. 19 Multimodal interaction is preferred over single mode Voice is mandatory, supplemented by at least one other mode 65% consumers request 2+ interaction modes Eye tracking/blinks (26% vs. 36%) Tapping the frame (28% vs. 35%) Gesture in front of glasses (19% vs. 33%) Head movements (18% vs. 33%) Feet/leg movements (15% vs. 23%) Controller (16% vs. 25%) Gesture on the side (18% vs. 32%) Voice (39% vs. 30%) vs.
  20. 20. 20 XR interest is high * These percentages are top 2 boxes of a 7-point scale “I get more excited for the future of these devices. I can't wait to see what will come of these!!” Overall Appeal* 43% 52% Likely to Purchase* 51% 52%
  21. 21. 2121 26% 28% 33% 34% 38% Control by voice Night image sensors to help see in the dark Looks like a regular pair of eyeglasses Light weight Comfortable 32% 32% 33% 34% 34% Night image sensors to help see in the dark Sensors to detect/monitor motion, environmen and your health The style, UI, and content can be personalized Artificial intelligence Can replace other screens Top Factors to Purchase XR Comfort and capabilities drive XR purchase Statistically significant at 95% level compared to the other country         
  22. 22. 2222 Pricing Willing to Pay for XR Concept Solid market potential for each tier 49% 29% 22% 27% 38% 34% <$299 $300-$599 >$600 Average price ~$450
  23. 23. 23 A quarter of consumers could be the first movers on XR 14% 11% 26%23% 12% 14% Budget Shopper Laggard Mainstreamers Next Followers Tech Enthusiasts Trendsetter Early Adopters Total N=4,028
  24. 24. 24 44% 56% Tech Enthusiast Trendsetter Top Use Case Watch immersive educational content Create 3D virtual artwork/designs Purchase Behavior Purchase Behavior Buy flagship Buy cheapest Don’t worry about price Value for money Try new brand Buy from my usual brand 57% 37 Mean First one to buy First one to buy View a 3D model of a building site Virtual travel Virtual office Provide turn-by-turn navigation Male AGE 78% 22% 71% 34 MeanMale AGE Top Use Case Buy flagship Buy cheapest Don’t worry about price Value for money Try new brand Buy from my usual brand
  25. 25. 2525 Early adopters react very positively to the XR concept ~80% found XR very appealing - ~2X more than others Willing to pay $100 more than average (~$450) ~80% with strong purchase intent - ~2X more than others Bulkier designs are not a barrier 3 use cases can reach 75% of early adopters
  26. 26. 26 Vision Correction Expands market to glasses wearers by removing the hassle to bring multiple glasses Versatility & daily use Help justify the premium with the assistance for activities throughout the day Comfort & weight Ensure everyday/long-time wear and are the first bar to pass for adoption Tiered Portfolio Addresses buyers’ interest in all price tiers with different capabilities XR has high adoption potential
  27. 27. Follow us on: For more information, visit us at: & Thank you! Nothing in these materials is an offer to sell any of the components or devices referenced herein. ©2018 Qualcomm Technologies, Inc. and/or its affiliated companies. All Rights Reserved. Qualcomm is a trademark of Qualcomm Incorporated, registered in the United States and other countries. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT.