12 Sep 2024
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Mike Boland
AWE Talks: AR's Go-to-Market Model
AWE USA 2024
Welcome back to AWE Talks, our series that revisits the best of AWE’s conference sessions. With AWE USA 2024 recently concluded, we have a fresh batch of footage to keep us busy for weeks to come.
We continue the action this week by looking at a leading AR go-to-market model. What is Xreal doing to lean into today's market realities and become a market-share leader in consumer AR glasses?
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of AWE USA 2024 sessions on AWE’s YouTube Channel.
Speakers
Chi Xu, Xreal
Key Takeaways & Analysis
– Xreal is clearly doing something right, as it has achieved 400,000 unit sales since 2020.
– This gives it a 45 percent market share in consumer AR glasses according to IDC.
– Its weekly average engagement is 4 hours per user, and 3x weekly frequency.
– There's also a 70 percent attach rate for its Beam accessory (gen 1).
– All of this puts Xreal in a position to have some credibility on AR market dynamics.
– With that backdrop, what are the biggest challenges the industry now faces?
– For one, Xu sees hardware fragmentation given early stages and varying approaches.
– There's also UX complexity as everyone is trying to create new design languages.
– There's also content fragmentation from various app libraries and game consoles.
– Meanwhile, there's a shortage of XR native content such as spatial video.
– All of these factors led Xreal to launch the Beam and, more recently, Beam Pro.
– The idea is to have a dedicated AR companion that hosts and processes content.
– Having your smartphone play this role is suboptimal because it's not XR-native.
– Beam Pro also prevents you from draining your phone battery with XR experiences.
– It also addresses the issue noted above: a lack of spatial audio & video content.
– Beam Pro shoots spatial video with dual stereoscopic cameras.
– These outperform iPhone-shot spatial video given greater lens stereo-separation.
– This could be a model for AR glasses standards in the constantly shifting landscape.
– If nothing else, Xreal's sales performance makes its model worth considering.
– With Xreal Air 2, Ultra, and Beam Pro relatively new to the market, time will reveal more.
For more color, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
Speakers
Chi Xu, Xreal
Key Takeaways & Analysis
– Xreal is clearly doing something right, as it has achieved 400,000 unit sales since 2020.
– This gives it a 45 percent market share in consumer AR glasses according to IDC.
– Its weekly average engagement is 4 hours per user, and 3x weekly frequency.
– There's also a 70 percent attach rate for its Beam accessory (gen 1).
– All of this puts Xreal in a position to have some credibility on AR market dynamics.
– With that backdrop, what are the biggest challenges the industry now faces?
– For one, Xu sees hardware fragmentation given early stages and varying approaches.
– There's also UX complexity as everyone is trying to create new design languages.
– There's also content fragmentation from various app libraries and game consoles.
– Meanwhile, there's a shortage of XR native content such as spatial video.
– All of these factors led Xreal to launch the Beam and, more recently, Beam Pro.
– The idea is to have a dedicated AR companion that hosts and processes content.
– Having your smartphone play this role is suboptimal because it's not XR-native.
– Beam Pro also prevents you from draining your phone battery with XR experiences.
– It also addresses the issue noted above: a lack of spatial audio & video content.
– Beam Pro shoots spatial video with dual stereoscopic cameras.
– These outperform iPhone-shot spatial video given greater lens stereo-separation.
– This could be a model for AR glasses standards in the constantly shifting landscape.
– If nothing else, Xreal's sales performance makes its model worth considering.
– With Xreal Air 2, Ultra, and Beam Pro relatively new to the market, time will reveal more.
For more color, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
