CMO.com recently published this article by our Innovation Director, Tom Ollerton, looking at why social media could provide the perfect platform for VR to go mainstream. They've been kind enough to let us reproduce it below.

CMO.com近期发布了一篇由创新总监Tom Ollerton撰写的文章,文章中得出了一个结论,社交媒体将会成为推广VR技术的最佳平台。感谢CMO.com授予我们对这篇文章的转载权。

VR could be the future of communication, or an overhyped technology that will never become truly mainstream. There are a lot of contrasting opinions in the press at the moment, with some commentators championing VR, and others who believe it will flop and become the next 3D TV.

VR将会成为未来通信的主流,还是言过其实、永远无法登上大雅之堂?对此,目前人们有许多针锋相对的观点,一些评论员力挺VR技术,另外一些人认为它只是昙花一现,最终将成为另一个3D电视技术。

Given that current social VR networks are composed of close-knit communities of early and enthusiastic adopters, there’s still a lot of work to do. But, despite this, I think that VR could live up to the hype—and here’s how.

鉴于目前的VR社交媒体还是由最初的狂热爱好者们组成的,在社交属性方面确实还有许多工作要做。尽管如此,我认为VR不会辜负我们的期待,原因如下:

When Mark Zuckerberg bought Oculus, he said: “Oculus Rift is really a new communication platform”. While there will be huge opportunities for gaming and movies, the killer application for enhanced reality will be social. Connecting with each other is a universal compulsion at the deepest neurological level. Any technology that helps us to connect in a more effective way—just like the social media platforms themselves—has a huge chance of being a world-changing innovation.

 

当马克•扎克伯格买了Oculus(一款为电子游戏设计的头戴式显示器)之后,他说,“Oculus Rift事实上是一个新的交流平台。”尽管游戏和电影仍然有大量运用VR的机会,但社交才会是推广VR技术的杀手级应用。人与人之间的交流是最普遍和最深层的需求,任何能使我们联系更紧密的方式——就像社交媒体平台本身——都有巨大的潜力改变世界。

Fuelled By Communication

交流是VR发展的助燃剂

 

Home computers became ubiquitous when Apple advertised the iMac as an internet computer. It took the PC from a hobbyist device to a mainstream communication device. Communication was the fuel that fired the iMac’s adoption. And, likewise, VR’s ability to help us connect and communicate in a better way than all the existing alternatives will define its future.

 

当苹果将iMac定义为互联网电脑之后,家用电脑得以普及,它将PC从狂热爱好者的选择转变成为一种供大众交流的装置。交流的需求很大程度上成为人们接受iMac的助燃剂。由此可见,VR在帮助人们交流和沟通层面上,胜过现有的任何其他技术,无疑它也将制霸未来。

 

A number of startups and some of the bigger players are going head to head to make this happen, with providers competing to make VR more useful, accessible, and social. Take AltspaceVr, which previously announced its closure before being resurrected earlier this year. It’s a 3D interpretation of the internet, where you can do all kinds ofweird stuff including making a VR phone call, and it is wide open for brands to get involved once it hits scale.

 

一些初创公司和一些大公司都在努力实现这一目标,供应商们彼此竞争,意图使VR技术变得更有用、更易接近、更有社交感。以今年早些时候“起死回生”的AltspaceVr(AltspaceVr曾在之前宣布破产)为例,它是一个互联网的3D演绎,你可以做各种各样怪异的事情,比如说打一个VR电话。一旦品牌形成规模后,就可以轻松使用这个极为开放的渠道。

 

Or there is Rec Room, a free Steam app—amultiplayer platform developed for gaming and online media—for HTC’s VR system Vive, which is a “VR social club” that’s all about multiplayer gaming. Here users can take part in a multitude of sports-style games, from ping pong to basketball to disc golf, or even VR paintball. And, of course, Facebook is going big on social VR with a high-end social VR experience on Oculus—Facebook Spaces—and a low-end, and much more available, Facebook social VR on Samsung Gear.

 

还有Rec Room,一个为HTC的VR系统Vive开发制作的免费Steam app,能够为多人游戏玩家搭建“VR社交俱乐部”。用户可以在这里参加诸如乒乓球、篮球、高尔夫之类的体育类游戏,甚至是玩VR版的弹珠游戏。除此之外,Facebook也在VR技术上投入了不少来推进VR社交属性的发展。比如,高端VR社交体验方面有Oculus的Facebook Spaces,稍低端却更容易实现的版本有Samsung Gear智能手表上的Facebook VR应用。

 

Big Brands Try Their Hand

大品牌们正在跃跃欲试

 

Big brands are already experimenting with VR. We’ve seen a lot of focus entertainment—an obvious target, given that VR technology can give a clear boost to consumer experiences. Google’s Dunkirk WebVR game for Chrome is a collaborative VR experience that transports users back to the beaches of Dunkirk in June 1940 and allows them to play socially in the browser. Entertainment brands can easily cut and paste their storytelling assets into the social VR world—this is beautifully teased in the upcoming Marvel Powers United VR.

 

其他大品牌们已经有了对VR的尝试。我们见到许多Focus Entertainment的项目,一个显而易见与VR息息相关的公司,正在使用VR。因为VR可以给客户获得更好更清晰的产品体验。Google推出的敦刻尔克VR游戏就是一个例子。你可以用VR体验回到1940年,亲自运送敦刻尔克的士兵从海岸线撤离,这个游戏自带社交属性,在浏览器里就可以完成这一切。对于娱乐产业来说,在VR社交世界中推广自己的故事非常容易,只需复制黏贴,就能娓娓道来。这一点,在即将到来的“漫威能力联盟“里也可一窥究竟。

 

Our team in Paris recently worked on asocial VR campaign for Renault, during which it launched the Pitstop Challenge—a collaborative social VR game where groups of friends got the chance to step into the shoes of a technician on the paddock of an F1 circuit. This use of social VR has helped to bring the brand’s sponsorship to life, and gave fans the chance to experience the brand—rather than just watch it.

 

我们在巴黎的团队最近正为雷诺车队制作一场VR社交活动,在此期间,我们制作了一个VR游戏——the Pitstop Challenge,你可以和一群朋友一起,体验如何一步步成为F1车队的工程师。这种VR社交的体验能够将品牌理念融入生活中,也让粉丝有机会身临其境地感知这个品牌,而不再局限于简单观看。

 

VR is among us, and it’s already proving attractive to brands, but it won’t go mainstream without having a seamless user experience—and being social. My advice is to wait until headsets have massive penetration in U.K. homes, with at least one killer app that everyone uses—possibly Facebook. Or if you’ve been spending too long reading the marketing press online instead of actually meeting people in the real world—you can try VR dating. Good luck.

 

VR已经步入了我们的生活,并且显示出了它对品牌的吸引力,但如果它无法提供无缝式的用户体验或是无法变得更有社交属性,VR永远不会成为主流。我的建议是也许要等到智能耳机大规模渗透到英国人的生活中,或至少有一个app(可能是Facebook)变得对于每个人都必不可少时,VR才能有所作为。又或者如果你在现实生活中,花费更多时间细读营销条款而不是和人面对面交流,那你或许可以试一下VR约会,祝好运。

 

文中引用的文章:

CMO.com recently published this article

http://www.cmo.com/404.html#gs.vP=MlVM

 

“Oculus Rift is really a new communication platform”

https://www.facebook.com/zuck/posts/10101319050523971

 

Resurrected earlier this year.

https://www.theverge.com/2017/8/16/16156806/altspacevr-vr-social-network-

not-shutting-down

 

Weird stuff

https://www.youtube.com/watch?time_continue=77&v=esgZ8vBkV0U

 

Rec Room

http://store.steampowered.com/app/471710/Rec_Room/

 

Facebook Spaces

https://www.youtube.com/watch?v=PVf3m7

 

Dunkirk WebVR game

https://webvrgame.dunkirkmovie.com/

 

Marvel Powers United VR.

https://www.youtube.com/watch?v=Bz1oX0rvYz0

 

The Pitstop Challenge

http://www.ladn.eu/mondes-creatifs/top-des-pubs/enterthezone-pitstop-challenge-renault-sessaie-a-la-social-vr/

 

VR dating

https://www.theverge.com/2017/8/30/16227238