At CES 2019, HTC (Taiwan) launched the eye-tracking technology integrated VIVE Pro Eye Virtual Reality (VR) headset. Eye tracking allows users to navigate within VR apps by just looking at particular icons or places. This was the result of the partnership (signed in October 2018) between Tobii (Sweden) and HTC for developing eye-tracking technology for VR headsets.
Analysis by MarketsandMarkets™:
Rajeev Rajput – Team Lead Research : Electronics & Semiconductors, at MarketsandMarkets™, shares his Point of View as mentioned below:
VIVE Pro Eye VR headset is capable of foveated rendering, which is a technique that uses an eye tracker integrated within a VR headset to reduce rendering workload by significantly decreasing image quality in vision peripheries. This product can improve graphics resolution without increasing GPU requirement. For users, this upgrade has the potential to make visuals look a lot better and enhance user experience tremendously. This launch can award HTC a distinct advantage over competitors. In a similar context, FOVE, Inc. has already proven its mettle with products like FOVE 0—Eye Tracking Virtual Reality Headset. FOVE 0 enables ultra-low-latency stereo eye tracking, immersive position tracking, etc.
What will be the eye tracking market’s scenario during 2019–2023?
The global eye tracking market was valued at USD 267.8 million in 2018 and is expected to reach USD 1,376.5 million by 2023. The technology’s wide application scope and benefits are the key growth drivers for its market. Eye-tracking technology applications are wide, for instance, retailers can identify spots in their stores where an advertisement could have the highest visibility; automotive companies can incorporate eye trackers in their vehicles to improve driver safety; packaging companies can determine the type of posters that are more appealing to customers; and companies can determine the areas in their website that are more attractive.
Eye tracking has applications in assistive communication; human behavior and market research; and others (automotive vehicles; AR/VR devices; and other consumer devices). The market for other applications is expected to witness the highest CAGR of 37.5% during the forecast period.
High growth in the market is expected due to the increasing interest of AR/VR and automotive vendors in leveraging eye-tracking technology. Acquisition of eye-tracking technology developers by large firms such as Google (US) and Facebook (US) is expected to largely influence the eye tracking market in AR/VR application. Eye tracking technology has the potential to penetrate AR/VR and automotive domains to significant extents in the near future. The technology’s AR/VR applications and integration into different consumer devices are expected to present various opportunities to the eye tracking developers.
“Major strategies adopted by key companies in the eye tracking market”
During 2016–2018, the market witnessed several acquisitions, partnerships, and product launches and developments by major market players. For instance, in May 2017, Tobii acquired Sticky (US), a webcam eye-tracking-based market research solution provider. The acquisition extended Tobii’s influence into brand marketing and market research by leveraging Sticky’s cloud-based platform. In February 2017, Smart Eye (Sweden) collaborated with NVIDIA (US) to develop a vehicular camera system combined with eye-tracking technology.
iMotions (Denmark), a key innovator in the eye tracking market (according to MarketsandMarkets™ Competitive Leadership Mapping) offers software platforms that let researchers integrate biosensors, eye tracking, facial expression analysis, EEG, GSR, EMG, ECG, and surveys into one unified solution. The company has recently published an article, “A Closer Look At Eye Tracking”, explaining the mechanics of eye tracking technology, its related hardware, and top application areas.
Major players in the global eye tracking market are Tobii AB (Sweden), SensoMotoric Instruments GmbH (Germany), Seeing Machines Ltd. (Australia), EyeTracking Inc. (US), PRS IN VIVO (US), SR Research Ltd. (Canada), LC Technologies Inc. (US), EyeTech Digital Systems Inc. (US), Ergoneers GmbH (Germany), and Smart Eye AB (Sweden).