Samsung launches Milk VR to deliver virtual reality videos to Gear VR

Milk VR will provide the videos for free as Samsung hopes to goose interest in the field.

Samsung wants to jump start the virtual reality movement.

The Korean electronics conglomerate on Tuesday launched Milk VR, a service that will provide free 360 degree videos to anyone using a Gear VR virtual reality headset, which launched as a limited "Innovator's Edition" earlier this month. The content is expected to dribble out on a consistent basis in an effort to get people coming back to the service.

Reviews editor Scott Stein tests out the Gear VR -- minus the Galaxy Note 4. 

Samsung hopes Milk VR is an answer to those skeptical about the amount of content available for the Gear VR. The videos will also serve as a model for future filmmakers or artists looking to take advantage of the virtual reality medium, as well as build up an ecosystem and viewership for VR content. Milk VR also sits alongside Milk Video and Milk Radio services, dragging Samsung deeper into the content game.

"Video is like the Wild West in VR," said Nick DiCarlo, head of Samsung's VR business, in an interview conducted earlier this month. "There are so many ways to shoot immersive video. Milk VR can play a wide range of content."

Samsung partnered with Facebook's Oculus to create a mobile-powered virtual reality headset, which was part of a large announcement that included another smartwatch and the Galaxy Note 4 smartphone. The Gear VR went on sale on December 8 in the US, intended more for developers and artists looking to test out the device, rather than a mainstream consumer device. The $199 headset requires a Galaxy Note 4, which acts as its brains, display and audio output.

DiCarlo said in the interview that he was looking at engagement, not unit sales, as his metric of success for Gear VR. He declined to say when he thought virtual reality would be embraced by the masses.

The company is looking at VR as a potential growth engine at a time when one of its key traditional revenue sources -- smartphones -- has slowed down, taking with it a drop a profits. While Apple has maintained its leadership at the high end of the market with premium devices, Samsung's own Galaxy S5 hasn't performed as strongly as its predecessors. At the same time, it seeing competitive pressure from upstart rivals such as Xiaomi, which offer lower costs phones with comparable -- or superior -- specifications.

Samsung looks to be betting big on VR content. DiCarlo said the company is paying for the videos that will run on Milk VR.

The service will offer the videos through downloads and "adaptive streaming options." It appears as an app that can be downloaded from the VR home screen.

Source: http://www.cnet.com