Displaying items by tag: Virtual reality
The world’s first test of truly live 360º video at the 2017 Formula 1 Singapore Airlines Singapore Grand Prix was conducted by Formula 1 and Tata Communications on Sept. 25 to show how the F1 racing experience could be augmented for fans worldwide by enabling them to experience the show in action almost as if they were there.
To-date, any 360º video experiments in sports have been hampered by a 30-second delay between the 360º video and live TV feeds, preventing a widespread adoption of the technology. This proof-of-concept by Tata Communications and Formula 1 is the first time when the live 360º video feeds and TV broadcast have been shown in complete sync.
There were two 360º cameras at the Marina Bay Street Circuit in Singapore in the trackside and paddock to show how viewers at home could immerse themselves in the world of F1 and experience these exclusive areas through a virtual reality (VR) like environment via the Official F1 App.
For example, during a Grand Prix build-up, fans could use their tablet to access a live 360º video feed from the paddock and see the biggest names in the sport. Or, during a race, as a driver pulls into the pits for a tyre change, fans could complement the action on TV with a 360º view of everything that is happening in the pit lane in real-time.
“We’ve done this test to show how a fan could watch Lewis, Sebastian or any other drivers coming into the pits on TV, grab their tablet and get a second, completely in sync 360º view of everything going on around him while he is there - not 30 seconds after he has driven off!” said John Morrison, Chief Technical Officer, Formula 1.
“We want to unleash the full potential the F1 fan experience through the latest digital technologies,” said Sean Bratches, Managing Director, Commercial Operations, Formula 1. “Through this proof of concept, we’ve explored how live 360º video, and next VR, could transport fans from across the globe to the middle of the thrilling world of F1® and enable them to immerse themselves in each Grand Prix™ like never before.”
The live 360º video proof-of-concept follows close collaboration between Tata Communications and Formula 1 during the last five seasons to lay the foundations for the sport’s digital transformation, testing in action technologies such as UHD video and live broadcasting over the Internet (OTT), which could enable fans to experience F1 in new ways too.
“This proof of concept shows the potential of live 360º video to augment the F1 TV viewing experience and bring VR mainstream in live sports and entertainment,” said Mehul Kapadia, Managing Director of Tata Communications’ F1 Business. “Eliminating the delay in 360º video means that, for the first time, it’s possible to offer fans truly live 360º video experiences on a global scale. This will enable sports and entertainment organisations to engage with their audiences in new ways and generate new revenue streams – helping the 360º video and VR market achieve its USD $60 billion potential.”
Chinese firm DPVR overtook HTC as the top virtual reality (VR) headset vendor in China in Q2 2017, according to Canalys research, shipping 18,000 headsets, resulting in a 30 percent quarter-on-quarter increase. HTC, whose only product is the HTC Vive basic headset, suffered a 6 percent sequential decline, shipping 14,000 units.
Sony took third place in China, according to the research, shipping 9,000 PlayStation VR headsets. According to Canalys estimates, the overall VR headset market in China grew 25 percent quarter-on-quarter to reach 80,000 units. Notable vendors, including Pico, 3Glasses and Hypereal, contributed to growth with new product releases.
DPVR ships a variety of VR products, with a strong focus on standalone smart VR headsets, which accounted for 60 percent of its total shipments in Q2. The company benefited from a better product mix, according to Canalys, with the addition of the newly-released E3, a basic VR headset that tethers to a PC.
“The E3’s biggest selling point is its competitive price,” said Canalys Analyst Jason Low. “By dropping the barrier to entry, businesses are now investing more in VR. DPVR is winning contracts from B2B partners, including media content and service providers looking to deliver VR content to customers at home.”
DPVR shipped 7,000 E3s in Q2 2017, though it still trailed behind HTC and Sony in the basic VR headset segment.
In the second half of the year, Canalys expects the market to move toward smart VR headsets. HTC announced the recruitment of developers for its upcoming smart VR headset during ChinaJoy 2017, an entertainment expo held in Shanghai in July.
“HTC saw the need to quickly launch a standalone headset specifically for the Chinese market to follow the trend early,” said Low. But even as HTC drops the selling price, the current Vive system poses many challenges for both consumer and business adoption due to its complexity and the need for VR-ready PCs. “HTC will regain its top position in China if it produces an appealing standalone headset that is affordable yet capable of providing new use cases for both businesses and consumers.”
China’s consumer market remains challenging, especially for basic VR headsets that need an additional external computing device, according to Canalys. But Chinese vendors have identified opportunities that HTC and Sony missed.
“Hypereal, a newcomer to the industry, released the Pano, an affordable headset suitable for VR gaming on the PC, to fill the void caused by the absence of Oculus in China,” said Canalys Research Analyst Mo Jia. “Vendors must lower prices while improving the user experience and content to drive growth and adoption in the consumer market. Pico demonstrated that it is possible to produce an appealing standalone headset while offering a decent VR experience for under CNY 2,000 (US$300).”
Canalys estimates that worldwide VR headset shipments reached 800,000 units in Q2 2017, with China accounting for 10 percent of the market.
Samsung Electronics America, Inc. and Live Nation Entertainment will broadcast the first live virtual reality concert. Coldplay’s “A Head Full of Dreams” will broadcast from Chicago’s Soldier Field to fans around the world to experience it in an immersive perspective. The live broadcast will be available on Samsung Gear VR powered by Oculus through the Samsung VR service on August 17, starting at 8:30 pm CT.
“Through our industry-leading VR hardware and platform ecosystem, we are thrilled to offer Samsung Gear VR owners access to premium, immersive live entertainment and experiences in full 360,” said Michael Schmier, Vice President of Content and Services, Samsung Electronics America. “By partnering with Live Nation and Coldplay, music fans across the globe with Gear VR can tune in to the live concert, experiencing the energy of the show like never before."
Gear VR users in more than 50 countries will be able to experience the magic of Coldplay’s performance at no additional cost. To tune-in, consumers will need a Gear VR headset with a compatible Samsung smartphone, and navigate to the Samsung VR service. A concert replay will also be available on Samsung VR for a limited time.
“Live Nation is a trailblazer when it comes to producing live virtual reality concerts, and we’ve been excited to bring Coldplay into the mix since announcing our collaboration with Samsung and Gear VR in late May,” said Kevin Chernett, Executive Vice President, Global Partnerships and Content Distribution, Live Nation.
Coldplay’s “A Head Full Of Dreams Tour,” produced by Live Nation, is the No. 5 highest grossing tour of all time, according to ticket sales data reported to Billboard Boxscore. Launching in March of 2016, The “A Head Full of Dreams Tour” has welcomed 5 million people.
Research by the British Broadcasting Corporation (BBC) claims virtual reality systems need to fit easily into people’s lives if the technology is to be successful, and need to be as simple and intuitive as watching television.
As younger audiences move away from traditional media, the BBC justifies its increasing involvement with VR because it must ensure that it has the expertise in new mediums that young people will move to. The BBC says it wants to provide younger audiences with quality public service content.
The broadcaster’s Taster division recently revealed details of its latest move to examine the potential of virtual reality with a free app available for Android and iOS platforms. The BBC study with Ipsos looked at virtual reality usage in homes across the UK, following eight teenagers and adults using VR over three months.
The study highlights the value that virtual reality can bring to people’s media habits, such as the ability to walk in someone else’s shoes and better understand the world around them. Experiences where you can do something you normally wouldn’t be able to do stand out as the main benefit and attraction to VR.
However, the study also cautioned that there needs to be better curation and content discovery, and a higher supply of quality content that is “worth the effort” of leading an audience on a VR journey. The study found that experiences without a narrative or goal tended to fall flat. In contrast, experiences with clear objectives tended to work well.
The study also went on to describe four challenges that need to be kept in mind when assessing the opportunities that virtual reality can bring. The four challenges include determining the occasion in which VR will be used; the hardware; discovery of content and the current poor user experience; and the play-out.
The BBC, calling for action from the findings of the study, said there needs to be more consistency and open standards in what is currently a fragmented virtual reality market. This, it claimed, will provide a better experience for audiences and greater certainty for content creators, so they can produce VR experiences not limited to a small set of expensive systems.
For the second time this year, the price of Oculus Rift virtual reality (VR) headset equipment dropped, fueling speculation that the technology has become difficult to sell. The price of the headsets was reduced to just $399 for the company’s ‘Summer of Rift’ sale. Oculus VP, Jason Rubin insists the reduction was an attempt at giving the hardware mass market appeal now that games are more available, but critics aren’t as optimistic.
VR emerged as a Kickstarter campaign in 2012 when startup Oculus promised a transformative and immersive experience for users like never seen before. In 2016 the technology debuted commercially after Facebook purchased Oculus for $3 billion in 2014. Other successful VR brands include Sony’s PlayStation VR and the HTC Vive. VR was hailed as an entirely new form of technology that could revolutionize entertainment and communication.
“Imagine enjoying a courtside seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face – just by putting on goggles in your home,” said Facebook founder and chief executive, Mark Zuckerberg after the company acquired Oculus in 2014. Zuckerberg’s VR ambitions have been met to a degree, but there are signs that Oculus Rift, among its competitors, hasn’t met its mark.
The price drop of the Oculus Rift has given rise to the belief that the hardware is too expensive and out of touch with everyday consumers, and that the only way to get more consumers on board is to make VR equipment more affordable and less high-end.
For the Summer of Rift sale, Oculus Rift headsets with matching controllers cost just $399 which is $400 less than when the product first hit the market, and $200 less than when its price was initially slashed in March. The price cut propelled the Oculus Rift to the bottom of the price chain, making it even more affordable than its cheapest rival, Sony, which sells PlayStation VR at $460 including headset and controllers.
In an interview with Reuters, Oculus vice president, Jason Rubin defended the hardware price cut against those who suggested it was initiated because the product was failing to sell. He said the reduction wasn’t a sign of weak product sales, but rather a move to give the Oculus Rift headset more mass appeal now that VR games are more available.
However, critics have been quick to highlight the fact that Oculus has faced its fair share of controversy lately, including the closing of its nascent film studio, as well as the shutdown of many in-store VR demo stations, and a controversial intellectual property lawsuit.
In February, Oculus was ordered to pay half a billion dollars to the gaming company ZeniMax after a jury determined that Oculus founder, Palmer Luckey, failed to comply with a non-disclosure agreement. ZeniMax sued the virtual reality startup in May 2014, months after it was acquired by Facebook. The game-maker alleged Oculus had improperly used code from ZeniMax to build its VR headset. Oculus said it would appeal the decision adding that the company was committed to the “long-term success of VR”.
The continual price drops in Oculus VR hardware are great for consumers wanting to try out the technology at an affordable price, but it certainly raises the issue of whether or not Facebook is concerned about the product’s market penetration and the overall entry price of virtual reality technology. There are also concerns that consumers are reluctant to try the clunky headsets which are unfamiliar to them.
CCS Insight analyst Geoff Blaber told Technology Review: “I think in a store environment getting people to sit down and go through that experience [demo] of getting a headset on and getting set up is quite a difficult thing to achieve.”
Blaber believes VR will appeal to a larger market once companies can convince consumers that the technology is about more than just gaming. Another important characteristic holding back VR’s mass appeal, according to analysts, is that the high-end systems require a PC with very high specs which makes consumers reluctant to purchase the hardware knowing there are high costs involved.
There’s speculation that Oculus dropped the price of its VR hardware because it’s planning to drop something better soon. Consumers will be aware that it has been more than a year since the first-generation of systems from HTC and Oculus were launched and they will be anticipating when the next, more advanced hardware will come along. Consumers might be thinking: ‘Is it really worth spending all that money now for VR hardware that could soon be second best?’
In addition, Oculus will now have a better chance of competing against its rival HTC Vive which sells for $799 ($300 more expensive than the Oculus Rift). Oculus will be keen to expand its market share, which is currently around half of HTC’s, according to Steam Hardware & Software Survey of June 2017. HTC Vive is the most popular VR headset, the survey reports, followed by Oculus Rift.
Could mobile be the solution?
The VR industry is set to become a $7 billion business this year, according to an April 2017 report by Greenlight Insights, which also predicts that global VR revenues will totally close to $75 billion by 2021. But these estimates must be taken with a grain of salt, because the main players in VR headsets haven’t yet revealed any actual sales numbers for their equipment. HTC Vive and Oculus have been silent about their figures so far.
Samsung, however, has come forward with promising results from sales of its mobile Gear VR headsets. In an official announcement during a press conference at CES 2017 in January, the company said more than 5 million of its headsets were already in consumers’ hands globally. The company also said those users have watched more than 10 million hours of video in Gear VR, and the mobile headset is currently available in 20,000 retail stores across the US.
Google also shared the success of mobile virtual reality with its Daydream VR headsets. 260,000 of the headsets were sold in the last quarter of 2016, according to SuperData Research; however, Google hasn’t yet revealed any official numbers. The company also says more than 10 million of its Cardboard viewer headsets have shipped worldwide, with 160 million downloads of Cardboard apps on Google Play.
The success of Google and Samsung’s mobile VR headsets suggests that VR for smartphones could be the way to attract mass appeal to the technology. HTC has caught on to the trend and is expected to soon follow up the Vive with a new VR mobile system. HTC’s president of global sales, Chia-lin Chang, said the company has a “good plan in terms of combining mobility with VR” in a recent interview with CNET in Singapore.
HTC is also focused on creating more content for VR, especially since the amount of fresh VR content that appeared at CES was “underwhelming” according to analysts who attended the event. HTC relies on the success of its VR products due to its stumbling core phone business, and is working hard, according to Chairman and CEO Cher Wang, to foster more VR content to keep the industry humming.
“We have learned much from our entrance into the world of virtual reality,” said Wang, “and we believe our focused approach to building the ecosystem is the right strategy to enable the whole industry to expand through the creation of compelling content and rich experiences.”
At the highly-anticipated annual Apple Worldwide Developers Conference 2017 (WWDC), Apple announced it is embracing virtual reality (VR) and demonstrated it on the HTC Vive by enabling the use of SteamVR on Macs with its new MacOS, High Sierra.
Through a newly-announced external GPU, developers and content creators will be able to use a beta of SteamVR and the new MacOS to access the creative power of Vive with their MacBooks.
The combination of support for the Vive headset and an external graphics card option means that VR development is about to get a broader, more Apple-friendly footprint. Apple’s vision for high-end computing and empowering developers matches Vive’s vision of delivering the most advanced and immersive room-scale VR in the market. The new MacOS Beta and the SteamVR for Mac beta is available now with a full release planned for later in the fall.
The announcement further positions Vive as a world leader in driving the VR industry forward. In just the last month alone, the company has partnered with the world’s most prominent and innovative tech giants including Google, Intel and Apple, who are aligning their VR efforts around Vive. On stage during WWDC, Apple demonstrated its commitment to VR using a Vive with ILM and Unreal running on a Mac in front of thousands of developers.
Vive was built to be an open and always growing platform for VR. The Vive ecosystem is expanding through efforts including the more than 60 companies in the global Vive X accelerator program that are defining the future of VR technology, products like the Vive Tracker with new content and experiences for VR, and Viveport, a hardware agnostic content and distribution platform.
SK Telecom successfully showcased its AR·VR platform - 'T Real VR Studio' at Google I/O 2017, held in Mountain View, California from May 17 to 19.'T Real VR Studio' is an integrated AR VR service platform utilized in multiple VR platforms including Daydream, Google's VR platform. SK Telecom has interlocked 'T real', its AR VR service platform, with Google Daydream to provide opportunities for all to easily create, share, and play the virtual content.
The highlighted functions of 'T Real VR Studio' include: VR content creation in a mobile environment, Voxel-based 3D model creation and editing, multi-user content creation and, VR virtual camera playback and recording.
SK Telecom explained that the most distinctive feature of 'T Real VR Studio' is the easy accessibility to VR content creation. 'T Real VR Studio' provides voxel-based modeling functions optimized for mobile VR controllers, building a simplified content creating environment that does not require professional knowledge. The created content is uploaded to the cloud and automatically converted to specialized 3D format (obj or Unity Scene format), and later can be modified and reloaded by professional tools such as 3D Max or Unity.
As VR content creation requires high level of technical expertise, it was originally limited to professional designers and developers, and was passively consumed by users. Now, with 'T Real VR Studio,' all users including amateurs can create and share VR content in an easy and flexible manner.
In addition, 'T Real VR Studio' works together with Tango, Google's AR platform/device. VR content created in 'T Real VR Studio' can be utilized as AR content when played in Tango. It can also be extended to other VR platforms such as Gear VR, Oculus, and HTC Vive.
SK Telecom sees great potential of VR technology and believes that inexhaustible VR content will potentially appear in various application areas such as gaming, education, construction, and marketing with the advent of 'T Real VR Studio'.
For example, the platform may help to create a block game for children which they can play at home, or an architectural simulation program to design a new city and forecast diverse situations by arranging various buildings and facilities. Furthermore, it can even design program that helps to make better design plan by reorganizing internal and external structure of the machine parts materialized in 3D.
"To popularize VR, it is essential to enrich the VR content used in educational and industrial fields in addition to consumption-based content for gaming and entertainment', says Alex Jinsung Choi, CTO of SK Telecom. "As 'T Real VR Studio' allows concurrent multi-user access to produce and modify VR content, we at SK Telecom are expecting an innovative change in the VR environment, leading to a 5G era that enables ultra-high speed and ultra-low latency transmission of massive data", he added.
SK Telecom has been involved in AR·VR technology development since 2010. The company released an AR platform 'T-AR' in 2014, and extended to 'T Real' as total AR/VR platform in 2016. Regarding T real, the company is providing Soft Development Kit (SDK) to developers at no charge. SK Telecom is also actively cooperating with partners such as Leap Motion and Inuitive in developing manipulation technology for virtual content, such as gesture recognition and tracking based on 3D depth sensor. As part of the AR·VR projects, SK Telecom has demonstrated 'T-AR for Project Tango' in collaboration with Tango, Google's AR platform, at Google I/O 2015.
At Google I/O 2017, it was announced that Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, collaborated with Google to develop a Daydream standalone VR headset reference design powered by the Qualcomm® Snapdragon™ 835 VR platform. This advancement in Daydream builds on the earlier work Qualcomm Technologies and Google collaborated on to enable Daydream on smartphone devices.
“We are thrilled to once again work with Google and offer a powerful premium Snapdragon experience for devices on the Daydream platform,” said Keith Kressin, senior vice president, product management, Qualcomm Technologies, Inc. “Our companies share the same vision: to make it possible for everyone to enjoy rich and immersive VR experiences on a smartphone device or a dedicated VR head-mounted display while being fully mobile, rather than being restricted by cables or limited to predefined rooms setup for outside-in tracking.”
This is in addition to the Fall 2016 announcement of the Snapdragon 821 and 820 processors supporting Daydream-ready devices. The fruits of this multi-year effort with Google now offer customers choice in Daydream headsets - from smartphone VR to standalone VR.
“The Daydream standalone headset reference design created in close partnership with Qualcomm will enable manufacturers to build a whole new category of VR devices,” said Clay Bavor, vice president, virtual reality, Google. “These headsets have everything needed for VR, built right into the headset itself and are as easy to use as picking them up. They'll feature WorldSense for positional tracking right out of the box without any external equipment. We're thrilled that headsets will begin to hit shelves later this year.”
The new Daydream standalone headset reference design includes custom specifications for tracking cameras and other sensors that make the best use of the Tango-based tracking technology Google has placed in the headset. The first of these headsets are expected to hit shelves later this year.
HTC Vive, a leader in room-scale Virtual Reality (VR), announced the first grant recipients in its ‘VR for Impact’ program. VR for Impact is Vive’s $10 million commitment to drive VR content and technologies that will increase awareness and create positive impact in support of the United Nations Sustainable Development Goals.
Vive is commemorating Earth Day by unveiling projects from three creators with unique visions for how VR can address the UN’s set of defined goals for the planet such as “Climate Action” and “Zero Hunger.” These projects include SpaceVR, the first virtual reality satellite launching into space later this year, Tree, a creatively immersive perspective on deforestation, and The Extraordinary Honey Bee, a joint project with Häagen-Dazs, Reach Agency and SPECTACLE to raise awareness about dwindling bee populations. All projects that receive funding by VR for Impact will be available on Viveport, HTC’s app store for VR.
“We believe virtual reality and the immersive experiences it delivers have the potential to positively impact the biggest challenges that mankind faces,” said Rikard Steiber, President of Viveport, HTC Vive. “We welcome the first VR for Impact grant recipients who will introduce VR as a powerful tool in raising awareness for the 17 UN Sustainable Development Goals, and what better way to mark Earth Day than to unveil projects with three unique visions for helping the planet.”
Vive launched VR for Impact as a multi-year program, and SpaceVR, Tree and The Extraordinary Honey Bee represent the first grants awarded. Vive is planning to announce additional grant recipients for 2017 through the end of the year.
SpaceVR is the world’s first virtual reality platform allowing users to experience space first hand through the immersion of VR. Founded in 2015, the team has built the first VR satellite, the Overview 1, which will launch later this year on Space X. Once in orbit, SpaceVR will stream video that users can experience in full virtual reality or as 360-degree video. For more information on SpaceVR, please visit www.spacevr.co.
“We’re thrilled to be chosen as one of the first participants in HTC Vive’s VR for Impact program,” said Ryan Holmes, CEO of SpaceVR. “We share a vision with Vive that VR and its power to immerse and affect viewers like no other medium can be used to make the world a better place. By launching the first virtual reality satellite, we want to create the most vivid and visceral reminder yet that despite our individual trials and travails, we all live on this same fragile pale blue dot hurtling through space.”
Tree is a critically acclaimed virtual reality experience enhanced by haptic feedback to immerse viewers in the tragic fate that befalls a rainforest tree. The experience brings to light the harrowing realities of deforestation, one of the largest contributors to global warming. Tree is an official selection of Sundance Film Festival New Frontier and Tribeca Film Festival Immersive 2017.
“We are incredibly honoured to announce our collaboration with the Vive VR for Impact program,” said Milica Zec, co-director on Tree and co-founder of New Reality Company. “New Reality shares with VR for Impact a core tenet: that VR storytelling is key to raising awareness for the many challenges facing our earth.”
Added Winslow Porter, co-director on Tree and co-founder of New Reality Company: “The Tree VR experience has incited emotional, empowering reactions among a wide array of viewers. During the final moments of Tree, a number of individuals have cried or shouted while in the headset and vowed afterward to take action. Together with VR for Impact, we want to reach people from all over the world to help make widespread global impact.”
The Extraordinary Honey Bee is a joint project with Häagen-Dazs, Reach Agency and SPECTACLE looking at the alarming rate at which bee populations are falling. In Honey Bee, users will shrink down to the size of a bee for a guided VR experience where they learn of the risks bee colonies face and solutions currently being implemented to offset their decline.
“We believe in the transformative and educational power of VR and are excited to use this technology to bring the plight of the honey bee to life,” said Orchid Bertelsen, Nestlé USA Digital Innovation Lead. “We are thrilled to partner with Vive, not only because of their innovative technology and valuable audience, but because of their ideals and shared belief of harnessing the power of VR to drive true impact."
HTC Vive and Warner Bros. announced a strategic partnership in which HTC Vive will be the exclusive VR partner for all content, online and offline activations for the highly anticipated theatrical and home entertainment release of Steven Spielberg’s Ready Player One.
Adapted from the book by Ernest Cline, Ready Player One is a sci-fi action thriller that unfolds largely within the virtual reality space. The film is slated for global theatrical release on March 30, 2018, from Warner Bros. Pictures, Amblin Partners and Village Roadshow Pictures.
Vive will produce multiple pieces of VR content tied to the world of Ready Player One. This content will be available to users through Viveport, which will distribute the content globally across all VR in-home platforms, from high-end PC based VR systems to mobile solutions.
In addition, Vive plans to bring Ready Player One-inspired content to its Viveport Arcade platform for location-based entertainment as well as showcase the VR experiences and games at many of the biggest global consumer events through the year.
“The virtual reality world within Ready Player One is extremely advanced, sophisticated and engaging, and with Vive, we chose the best system to represent the future of VR. Vive is the perfect partner to bring that to life and also has the broadest reach to global markets for the use of VR in home, mobile and offline channels,” said Blair Rich, Warner Bros. Pictures President, Worldwide Marketing. “We’re delighted that HTC Vive will be partnering with Ready Player One and very excited to work with them leading up the movie’s release in Spring 2018.”
“Ready Player One is one of the most anticipated movies in the world, and has tremendous potential to engage and entertain the worldwide market, showcasing the transformative nature of VR, and what it can and will be,” said Rikard Steiber, President, Viveport.
“Vive is delivering on the promise of VR and continues to be the most advanced and immersive VR experience available to consumers, and we’re thrilled to be partnering with Warner Bros. to bring these experiences to consumers, on all platforms, around the globe.”