True Corp has opened a 20-million-baht studio as a venue to produce virtual reality (VR) and augmented reality (AR) content, aiming to tap that burgeoning entertainment market.
Next year the expansion of 5G usage is expected to be a boon for the consumption of immersive content.
"We spent 20 million baht for the True 5G XR studio to create immersive, advanced digital content," said Piroon Paireepairit, head of 5G working group for True Corp.
The 224-square-metre studio, situated on the fourth floor of True Branding Shop in Siam Square Soi 2, is expected to serve as a prototype for immersive content production in Asean, he said.
The pandemic is driving the introduction of virtual events, which require advanced technologies to provide immersive experiences for users, particularly in the entertainment sector, such as virtual concerts, e-sports and live commerce for retail, said Mr Piroon.
The studio is projected to produce VR interactive digital scenes, 3D models, mixed reality interactive holograms and AR.
It also has a green room for virtual content production with 360-degree views.
Mr Piroon said the studio can be used to support virtual concerts that could gather steam in the face of a second pandemic wave and lockdown.
True also expects to earn from revenue sharing with the studio, such as from concert tickets and content sales.
The studio is projected to work with partners to build 5G-compatible content, which could form part of the 5G ecosystem, he said.
Partnerships with the studio could span music, TV, movies, education, media and content production firms, said Mr Piroon.
True also plans to provide AR/VR content through the TrueID app.
Oliver Kittipong Veerataecha, brand and communication chief of True Corp, said the studio can be used for workforce skills training for AR and VR content development.
"This studio will serve as an extended reality content hub and improve workforce skills," said Mr Oliver.
According to Mr Piroon, Thailand should see 5G usage gain momentum in 2021, driven by the roll-out of 5G-enabled smartphones, expected to account for 50% of new handsets launched next year. 5G is expected to uplift the ARPU and we have to offer more to the customer interm of experience not only speed. He said VR and AR content could be attractive to customers and used more in healthcare and retail industries.