Facebook has named AR (Augmented Reality) as the core keyword for the future, following VR (Virtual Reality). It is a concept to realize a service that can capture all digital reality with AR camera or AR glasses. In the related industry, it is analyzed that Facebook, which feels the crisis of the storm growth of ‘Snapchat’ and ‘Snow’, is going head-to-head with AR technology.
“AR is going to change the way we use smartphones,” said Mark Zuckerberg, CEO of Facebook at the F8 keynote address at the San Jose, CA McEnery Convention Center, presenting AR camera effect platform.
The Camera Effects Platform is an open platform that enables external developers to develop various AR services through camera functions in applications such as Facebook and Instagram. For example, a camera can calculate a person’s movements, put various masks on a face in a real-time video, or animated effects according to the surrounding environment.
In the keynote speech of this day, a service was provided to check the price and the rating of the acquaintances by bringing the camera on the restaurant signboard. “There will be a lot of new services coming out of the camera effects platform,” Zuckerberg said. “VR and AR technology will be a new way of mobile communication and we will advance the new world through open platform strategy.”
In addition, he also introduced the VR community “Facebook Space,” where he can enjoy virtual reality with friends in different places, and “Place Graph,” which provides free data for 140 million places around the world, however more than half of the time of the presentation was allocated to AR, implying that AR is at the center of future Facebook business. Revealing AR glasses development plan, he expected that in the next five years, there will be an era in which TV content can be viewed only by installing apps.
As for Facebook’s move to the front of the AR platform business, the related industry observes that Facebook is not a ploy to check the AR-based new social networks such as SnapChat and Snow. The Facebook-led SNS market is shaken by the emergence of a strong emerging Snapchat. Snapchat is a service that shares images and videos. It was popular in teenagers and twenties, growing in a storm and disappearing within 10 seconds after checking the message. It was named on the New York Stock Exchange last month, five years after its foundation.
Facebook has reached $40 billion in annual sales but has felt a sense of crisis in the growth of Snapchat. It can be ‘Old Media’ due to the appearance of new SNS. Snapchat, which is popular among teens and 20s, is expected to surpass Facebook in its 30s, 40s, and 50s. In fact, Facebook Facebook has offered to take over Snapchat as well as Naver’s video chat app ‘Snow’, but it has been rejected many times. Since then, it acquired the facial recognition startup ‘FacioMetrics’ and introduced the key functions of its competitors such as Snapchat Stories and Snow Sticker to its service, which led to the controversy of ‘Snapchat Copy Cat’.
Looking at the results for the first quarter, it can be seen that Facebook stands at the forefront of crisis and challenge. The MAU (monthly number of actual users), which is a growth indicator for SNS companies, has increased, but the per-capita sales growth rate has decreased by 6% p QoQ to 29%. Considering that the major source of revenue is advertising, it shows that advertisers’ interest in Facebook is declining.