Can HTC Vive prove that he will be the future of VR/AR?

The VR/AR market has captured a lot of attention, but the initial excitement has gradually faded. Once a leading name in the smartphone industry, HTC is now less recognized for its mobile devices, but it still stands out with its Vive line. As HTC Vive celebrates its third anniversary, it continues to champion the belief that VR and AR are the future of technology. During the first day of MWC, the HTC exhibition in Hall 7 showcased a striking contrast: while several HTC U11 booths were on display, the Vive VR experience area was packed with visitors. At the entrance, a unique attraction caught everyone's eye — a "hot air balloon" experience. This immersive VR setup combines a real hot air balloon with the HTC Vive Pro, allowing users to feel as if they're soaring above Eagle Canyon. The experience includes realistic visual effects, the heat from the fire, the movement of the basket during takeoff, and the sound of wind during descent — all contributing to an unforgettable journey. Inside the VR area, there were fewer HTC employees, and most of the staff were partners or collaborators. This shift highlights HTC’s focus on building a broader ecosystem around VR. MWC reflects HTC’s strategic shift over the past two years. Once a dominant player in smartphones, the company has been scaling back its mobile business and investing more in VR. With advancements in spatial interaction technology and a strong content platform, the HTC Vive is currently considered one of the best VR devices available. Three years ago, at MWC, HTC launched the Vive in partnership with Valve, combining hardware and software expertise. This high-end device was seen as a glimpse into the future, with some comparing it to the iPhone’s revolutionary impact a decade earlier. However, the enthusiasm for VR has cooled, partly due to the high price of around 6,888 yuan and the need for a powerful PC to run the system. For a long time, high-end VR remained a niche product, but HTC continued to invest heavily. To address the lack of content, HTC launched Viveport, a VR app store designed to help developers monetize their work. Initially, the platform had a 40% revenue share, which later dropped to 30%. By the end of 2017, HTC decided to return all revenue to developers, showing its commitment to supporting the ecosystem. In April 2016, HTC launched the Vive X Accelerator Program, backed by a $100 million fund to support VR content creation. To simplify development, HTC also introduced Vive Wave, a VR platform based on Android 7.1 that allows developers to easily port games and videos across different devices. HTC also formed the Asia-Pacific Virtual Reality Industry Alliance, bringing together 13 partners across the VR supply chain. Later, it established the VR Venture Capital Alliance (VRVCA), aiming to invest over $12 billion in VR innovation. To further reduce the entry barrier, HTC released the Vive Focus in China in late 2017. Priced at 3,999 yuan, this standalone device doesn’t require a PC, offering a fully integrated VR experience powered by the Qualcomm Snapdragon 835 chip. In early 2018, HTC began updating its Vive hardware. The Vive Pro improved upon the original with better ergonomics, higher resolution, built-in headphones, and a more compact design. It also introduced a wireless upgrade kit using WiGig technology, enabling near-USB-C and Thunderbolt 3 speeds for a cable-free experience. At CES, the Vive Pro won numerous awards, highlighting HTC’s ongoing efforts to innovate. Despite these achievements, the question remains: can VR become the next big thing like smartphones? During interviews, HTC executives often emphasized that the challenge isn’t about whether VR is good, but whether it can become mainstream. While sales figures show that VR hasn’t reached the scale of smartphones, HTC remains optimistic. According to third-party data, Sony’s PS VR sold 480,000 units in the first quarter, Oculus shipped 210,000, and HTC Vive reached 160,000 — placing it third in the market. However, these numbers still fall short of smartphone sales. Wang Congqing, HTC’s President in China, believes that VR may take decades to become as widespread as smartphones. He points to the importance of 5G and natural interfaces, such as six degrees of freedom, to make VR more intuitive and accessible. Looking ahead, HTC envisions a future where VR and AR are seamlessly integrated into daily life, much like glasses or a toothbrush. The company sees VR and AR not as separate technologies, but as two forms of the same experience — transparent for AR, opaque for VR. As HTC enters its 21st year, it continues to evolve from an OEM manufacturer to a leader in immersive technology. Whether it can prove that VR/AR will shape the future remains to be seen.

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