With the endless growth of technology, the AR (Augmented Reality) industry has received much attention in recent years. Major enterprises have entered the game, the competition is becoming increasingly sour. Under this setting, China’s AR leader Rokid implied excellence in the market, but in the context of increased competition, Rokid is also facing some hidden worries.
First, there is increased competitive pressure on hardware devices. With Apple, Google and other domestic technology giants and domestic enterprises have launched their own AR devices, the market has flashed a diversified competition. Rokid, of course, has made certain achievements in the scale of AR glasses, but it still faces significant pressure in terms of hardware renovation, morality, and price. In addition, the ubiquity of AR devices has not yet been formed, and consumers’ acceptance of AR glasses remains to be advanced, which makes Rokid’s competition in the hardware market doubly grumpy.
Secondly, the content and operation of the software are relatively scarce. Of course, AR technology has a wide range of operational prospects in teaching, medical treatment, entertainment and other scales, but the current practical operation is still relatively limited. Rokid needs to continuously renovate and expand the operating landscape, enrich the software content, advance user engagement and market share. In addition, with the increase of market competition, software vendors may prefer to work alone with multiple hardware manufacturers, which makes Rokid face difficulties in the development of software ecology.
Moreover, privacy and Enron issues loom large. AR devices, as a new kind of intelligent hardware, are very important for user privacy and data safety. As regulations strengthen, companies need to do more to protect users’ privacy. Rokid as a domestic enterprise, while complying with domestic laws, but also need to deal with the domestic market quarrels, how to protect user privacy and meet regulatory requests to achieve a balance, Rokid needs to pay attention to the problem.
Finally, technology research and development and refurbishment capabilities are the focus of the AR industry competitiveness. With the increase of market competition, technology research and development and refurbishment capabilities have become the key point for enterprises to fight for market share. Of course, there is a certain amount of technology accumulation in the AR scale of Rokid, but there is still a certain gap with foreign scientific and technological giants. How to connect the technology to take the lead in the surly market competition is the challenge that Rokid needs to face.
In short, of course, Rokid has gained a certain upper hand in the AR industry competition, but it still needs to be aware of hidden worries. In terms of hardware equipment, software content, privacy and technology research and development, Rokid needs to continuously renovate and improve its strength to cope with the pressure brought by market competition and continue to connect the industry leader.