Tmall Buy+: VR Shopping Experience Brings Overwhelming Digital … · 2018. 6. 30. · depth...
Transcript of Tmall Buy+: VR Shopping Experience Brings Overwhelming Digital … · 2018. 6. 30. · depth...
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Tmall Buy+:
VR Shopping Experience Brings
Overwhelming Digital Floods
Released by Huawei iLab,
November 2016
01 02
During the "Double-11" promotions in 2016, Tmall Buy+ and VR technology
enable you to "reach" Australia from your home in just 10 seconds to start a
journey of spending. To help you better understand the impacts of Buy+ VR
shopping on the network as well as the created opportunities, iLab provides in-
depth analysis of the shopping process, user experience, network traffic and
impact of Buy+ at the first time.
Huawei iLab finds that:
1. Required traffic is increased by more than 30 times: taking shopping in a
store as an example, mobile shopping consumes about 3–4 MB traffic, but
VR shopping consumes about 94–120 MB.
2. Current VR shopping experience still needs to be improved.
Coarse-grained experience: the Buy+ virtual shopping adopts 360°videos with 1920x960 or 3072x1536 resolution. The experience is far from
that of standard-definition (SD) videos.
Relatively low frame rate and obvious dizziness: Buy+ VR 360 videos
use a frame rate of 25 fps, causing an obvious dizziness feeling.
According to Whitepaper on the VR-Oriented Bearer Network
Requirement released by iLab, the frame rate is over 30 fps during the
entry-level VR stage, 60 fps during the advanced VR stage, and 120 fps
during the ultimate VR stage..
3. In the next 2–3 years, upgraded VR shopping experience will bring a
digital flood.
According to Whitepaper on the VR-Oriented Bearer Network
Requirement released by iLab, VR 360 videos with 7680x3840 resolution
can achieve the effects of SD videos, but require 100 Mbit/s access rate.
In average, an online shopping journey consumes 1.5 GB traffic, 16 times
the traffic required for a current Buy+ virtual shopping journey.
VR 360 videos with 11520x5760 resolution can achieve the effects of
high-definition (HD) videos, but require 418 Mbit/s access rate. Then one
online shopping journey consumes 6 GB traffic, 64 times the traffic
required for a current Buy+ virtual shopping journey.
The quarterly active users of Taobao reached 434 million. On the
"Double-11" day of 2015, the active users reached 100 million, the order
volume peaked at 140,000 per second, the concurrent online users
reached 45 million, and the network traffic was up to 4.5 Tbit/s. In the
future, if 4.5 million users (1% of the current quarterly active users of
Taobao) simultaneously adopt high-quality Buy+ virtual shopping, the
network traffic will exceed 100Tbit/s!
If social elements are added to shopping with friends, the interaction
between friends will put more pressure on networks in terms of traffic,
bandwidth and latency.
1. VR Buy+ Shopping Process
If the selling point is service for offline shops and convenience for online
shops, the selling point of VR shopping is fun. High-quality VR shopping
should have the following features:
Virtual for reality: you can visit well-known stores in a virtual world and
enjoy immersive shopping experience, in which offerings at your fingertips
may stimulate your spending desire and enhance your virtual shopping
experience.
3D offering display: 3D models can reproduce the reality of offerings
along with brief introductions and illustrations.
Innovative payment method: you can enjoy the convenient payment by
iris recognition.
Social interaction: you can not only enjoy real-time, face-to-face and
high-quality services from stores, but also go shopping with friends to
meet your social needs.
The virtual shopping environment provided by current Buy+ is relatively
simple, and the shopping process of Buy+ is similar to that of regular online
shopping. The very difference is that VR mode and panoramic mode can be
switched flexibly during the shopping process.
Shopping
Experience
elements
Shopping
environment
Scenario
Shopping
with
friends
Guided
selling
Brand
2D/3DSharing
Process
Payment
Customer
serviceReality
Real-time
Search
Offering
comment
Enter the homepage
Log in to Buy+
Choose a store
View the offering details
Search for offerings
Add to the shopping cart
Pay
End
Search and
browse
Upgrades in VR shopping experience will bring an overwhelming digital
flood, requiring improvements in both the capacity of clouds and pipes
and the VR 360 video projection and transmission technologies. For
details, see 8K VR 360 Video: a Vital Phase of Industry and
Technology Development released by iLab.
03 04
1.1 Log in to Buy+ Homepage
The process of entering the Buy+ homepage from Taobao app:
The client reports the terminal software and hardware information, and the
server returns the configuration information.
An introductory video plays to enter the homepage. The video can be
downloaded using the Hot Plug Detect (HPD) mode, the first two bytes of
which indicate the image configuration information.
When the video ends, the background (a virtual room) of the homepage
appears.
The store logo dynamically refreshes, prompting you to tap it to enter the store.
The login is complete.
The menu of photo wall indicates that a new shopping journey is started.
The introductory video comes in two resolutions (1920x960 and 3072x1536),
which are automatically selected based on the terminal and network bandwidth.
Terminal
TypeVideo Resolution
Coding
Protocol
Image
Projection
Mode
Frame
Rate
Average
Video
Bit Rate
DurationVideo
Size
Average
Audio
Bit Rate
Audio
Channel
Terminal
1
Introductory
video1920*960
h264
Main@L4.
1
Sphere25
fps
4
Mbit/s8s
4
MB
317
kbit/s
L R 2
audio
channel
Terminal
1Homepage 1920*960
h264
High@L4Sphere
25
fps
4
Mbit/s60s
30.6
MB
317
kbit/s
L R 2
audio
channel
Terminal
2
Introductory
video3072*1536
h264
Main@L4.
1
Sphere25
fps
6
Mbit/s8s
5.58
MB
317
kbit/s
L R 2
audio
channel
Terminal
2Homepage 3072*1536
h264
Main@L5Sphere
25
fps
6
Mbit/s60s
27.7
MB
317
kbit/s
L R 2
audio
channel
1.2 Choose A Store
Tap a photo to enter another world through the space-time tunnel on
the net.
Then you may take a ride on a cruise ship, convertible, helicopter,
high-speed train, or an old small pickup truck. Thus, you are taken to the
store by the "transfer" video.
Tap to enter a store
VR mode
Traveling to Australia
VR mode
Start
shopping
It is interesting to ride a helicopter, at least for the first time, and it is even
cooler than sitting in business class.
The image of store picture is from panoramic videos through live-action
shooting. The video and audio of the store are loaded separately, meaning
that the sounds heard by users are from separate audio files. There is a
mute button on the video floating layer.
Different store scenarios adopt different video resolutions (1920x960 or
3072x1536), and generally video images of these scenarios are not clear. The
video bit rate is 4 Mbit/s or 6 Mbit/s. The video frame rate is 25 fps, easy to
cause an obvious dizziness feeling. According to Whitepaper on the
Shopping
Mall
Example
Video
DirectionResolution
Coding
Protocol
Image
Projection
Mode
Frame
Rate
Average
Video
Bit Rate
Duration
Video
File
Size
Average
Audio
Bit Rate
Audio
Channel
Shopping
mall 1
Inbound
direction1920*960
h264
Main@L
4.1
Sphere25
fps
4
Mbit/s23s 12.4 MB
317
kbit/s
L R 2
audio
channel
Outbound
Direction1920*960
h264
Main@L
4.1
Sphere25
fps
4
Mbit/s23s 12.2 MB
317
kbit/s
L R 2
audio
channel
Shopping
mall 2
Inbound
direction3072*1536
h264
Main@L
4.1
Sphere25
fps
6
Mbit/s15s 12.1 MB
317
kbit/s
L R 2
audio
channel
Outbound
Direction3072*1536
h264
Main@L
4.1
Sphere25
fps
6
Mbit/s15s 12.0 MB
317
kbit/s
L R 2
audio
channel
VR 360 Video Data
VR-Oriented Bearer Network Requirement released by iLab, the frame rate is
over 30 fps during the entry-level VR stage, 60 fps during the advanced VR
stage, and 120 fps during the ultimate VR stage.
Audio Encoding
Protocol
Average
Bit RateDuration Audio File Size
Audio
Channel
MPEG Audio
Layer 3192 kbit/s 28s 669 KB
L R 2 audio
channel
Audio Data
1.3 Select Offerings
After you enter a store, you can browse the offerings on different shelves by
"staring at" (VR mode) or hold the arrow button on the floor (Panoramic
mode). When you find a desirable offering, tap it and then the floating layer
of offering details is displayed, including the offering model, name, price,
import duties and store. You can view the offering from 360 degrees by
rotating the 3-D model. Then you tap Add to Shopping Cart to add the
selected item to your shopping cart.
05 06
Shampoo
Tap to check offering details
Hold the arrow to browse offerings
VR mode
VR mode
Start
shopping
07 08
iLab finds that the offering model with 360° rotation is made of 60 photos,
and the size of each photo is about 30–80 KB.
Offering Photo
Resolution
Coding Protocol Photo Size Photo
Number
600x600 PNG 30–80 KB 60
1.4 Payment and Shopping Completion
In VR mode, tap the shopping cart icon in the upper right corner to pay.
If you have enabled password-free payment for small amounts, tap Confirm
Payment. If you have disabled password-free payment or the total price
exceed the password-free payment limit, you need to stare at corresponding
numbers to enter the password and complete the payment.
This test is based on simple shopping scenarios: go to a store, select and
buy staff. The Buy+ shopping consumes about 94–120 MB traffic, while the
regular Taobao APP consumes about 3–4 MB traffic. Buy+ shopping
requires more than 30 times the traffic generated in mobile shopping through
Taobao app.
0
20000
40000
60000
80000
100000
1
11
21
31
41
51
61
71
81
91
101
111
121
131
141
151
161
171
181
191
201
211
221
231
241
Shopping
Mall 1
Shopping
Mall 2
Welcome
Scenario
Store
Selecting
Transfer
Video
Shopping
Scenario
Welcome
Scenario
Store
Selecting
Transfer
Video
Shopping
Scenario
kbit/sTraffic diagram of Buy+ shopping
0
1000
2000
3000
4000
5000
6000
7000
8000
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58
Traffic diagram in shopping
through the regular Taobao app
Tmall
Homepage
Women's Dress
Page
Flagship Shop
Page
Purchase
Page
Payment
Page
VR mode
Close
Panoramic mode
09 10
Source: Statista
Q2
'12
Q3
'12
Q4
'12
Q1
'13
Q4
'13
Q1
'15
Q1
'16
Q2
'16
Q2
'13
Q3
'13
Q1
'14
Q2
'14
Q3
'14
Q4
'14
Q2
'15
Q3
'15
Q4
'15
133 145 160172
185202
231255
279307
334350
367386
407423
434
500
400
300
200
100
0
Quarterly active users
Active T
aobao
onlin
e b
uyers
in
mill
ions
The proportion of mobile shopping in Q2 of 2016 reaches 75%.
Convenience is the essential reason for users to ditch computers for
smartphones. VR shopping will attract more users because it allows users
to have the same fun shopping online as in brick-and-mortar shops.
Q2
'12
Q3
'12
Q4
'12
Q1
'13
Q4
'13
Q1
'15
Q1
'16
Q2
'16
Q2
'13
Q3
'13
Q1
'14
Q2
'14
Q3
'14
Q4
'14
Q2
'15
Q3
'15
Q4
'15
4.6% 5.6%7.4% 10.7
%
12% 15%20%
27%
33%36%
42%
51%55%
62%
68%73% 75%
100%
80%
60%
40%
20%
0%
Mobile phone shopping proportion statistics
Pe
rce
nta
ge
of m
ob
ile G
MV
Source: Statista
VR glasses will gain popularity rapidly in the next two years. With the
explosive increase of VR users, the number of VR shopping users will
increase consequently.
VR user statistics and forecast
2014 2015 2016 2017 20180
50
100
150
200
Num
ber
of users
in m
illio
ns
0241
16
1 413
26
9
23
58
16
41
114
Early Majority/KT&T Early Adopters/Light Gamers
Innovators/Hardcore GamersSource: Statista
On the "Double-11" day of 2015, the concurrent online users peaked at 45
million, and the network traffic was up to 4.5 Tbit/s. In the next 2 to 3 years,
if 4.5 million users (1% of the peak concurrent users on the "Double 11" of
2015) simultaneously adopt high-quality Buy+ virtual shopping, the network
traffic will exceed 100 Tbit/s!
As mentioned in Whitepaper on the VR-Oriented Bearer Network
Requirement: if the broadband Internet access is like a stream with frequent
seasonal cutoff, the video (including HD and 4K/8K) is like the Eerqisi River
and VR is like the Yangtze River or Amazon River. Their demands of
different services for pipe bandwidth vary greatly from ten times to a
hundred times.”
Huawei iLab has always been dedicated to the VR research, and expects to
build a sound VR ecosystem with industry partners. We can jointly facilitate
the development of a mature VR experience evaluation standard and the
development of the VR industry, and finally build a better connected world.
2. The VR shopping popularity will facilitate the
rapid development of the VR industry, and network
digital flood is an inevitable trend.
Taobao has a large user base with a whopping number of 434 million of
quarterly active users. On the "Double-11" day of 2015, the active users
reached 100 million, and the order volume peaked at 140,000 per second.