Abstract
Report Details
MAR and the Future of Smartphone Applications
At what point will mobile phones not only affect the way consumers
communicate, but also the way they look upon the world? Mobile augmented
reality (MAR) - the overlay of virtual information and images on a live, real
world view - promises to do exactly that.
Visiongain research concludes that MAR will expand exponentially in the five
year forecast period (2011-2016) following the widespread popularity of one or
a handful of killer MAR applications, expected in late 2012 or early 2013. By
the end of the forecast period MAR will still be in a growth phase, with a
market worth valued in the billions and occupying a 25% share of all
application downloads.
The MAR market promises to grow at a precipitous rate over the forecast period
and visiongain illustrates this evolution in a way that is clear, justifiable,
and comprehensive. More importantly, the advent of MAR will have a profound
and lasting impact on the way that people use their mobile devices. It will
push the telecoms industry towards ubiquitous computing and a technologically
converged paradigm.
Market of Small Startups
In 2011, the MAR market is dominated by small software design and computer
vision startups, each with their unique vistas on MAR's potential and vying
for their own segments of the market. Visiongain's report will examine key
players in the MAR industry leading up to breakthrough and evaluating the
merits and market potential of early developments in the field.
Close Study of Tangential Markets
Visiongain acknowledges that MAR's success is heavily dependent upon the
widespread adoption of next-generation smartphones, the rise of tablet PCs,
and the rollout of LTE/4G networks in key areas. Focusing on global and
regional markets, our report provides in-depth analysis of these crucial
factors, as well as forecasts for the future of mobile advertising and the
categories of MAR applications that will become the most prevalent.
What is Unique about this Report?
Visiongain research presents independent, unbiased, and detailed analysis,
presented in easily digestible terms. Through key industry contacts, our
primary and secondary research provides you with the very latest, accurate
market data available.
Who needs to read this report?
As this new technology permeates the application market, OEMs stand to gain
significantly through the sale of high-end smartphones and tablets, as well as
component parts such as chipsets and cameras. As augmented reality's salience
accrues, multi-core processors and high-definition displays will soon become
synonymous with "MAR-enabled."
By discerning early MAR trends and new, emerging applications, software
developers will be able to get a corner on the market and maintain a confident
foothold with consumers in an industry on the verge of commercial eruption.
Visiongain will demonstrate opportunities for MNOs to monetise MAR and
maximise their revenue share.
- Advertisers and Marketers
Visiongain explores the opportunities for brands and retailers to use MAR as a
promotional tool. The potential for in-app advertisement, marketing, and
e-commerce will become an integral part of MAR browsers, games, navigation
tools, and geo-social networking.
Table of Contents
Executive Summary
- E1. The Immanent Realisation of the Mobile Augmented Reality Concept
- E2. Technological Convergence and the Future of MAR
- E3. The Evolution of MAR
- E4. Key Findings of This Report
1. A New Era in Mobile Applications
- 1.1.1 Market definition
- 1.1.2 Basic Technical Requirements for MAR
- 1.2 Breaking Down MAR by Market Sector
- 1.2.1 Navigation/Travel
- 1.2.1.1 Layar and Early MAR Advertising
- 1.2.1.2 Word Lens
- 1.2.1.3 Street Museum
- 1.2.2 Healthcare
- 1.2.2.1 Prevalence of Tablets in Healthcare
- 1.2.3 Geo-Social Networking
- 1.2.3.1 Recognizr and the Future of Social Networking
- 1.2.4 Military
- 1.2.4.1 DARPA's SCENICC System
- 1.2.4.2 Tanagram Partners' Intelligent Augmented Reality Model
- 1.2.4.3 ARMAR
- 1.2.4.4 Future Immersive Training Environment (FITE)
- 1.2.5 Education and Productivity
- 1.2.6 Entertainment
- 1.2.6.1 Gaming
- 1.2.6.2 Board Games and Live-Action Role Playing
- 1.2.6.3 SLAM - The Next Wave in MAR Gaming
- 1.2.6.4 MAR and Interactive Television Programming
- 1.2.6.5 John Mayer and AR Music Videos
- 1.2.7 Advertising
- 1.2.7.1 Present and Future Size of Mobile Advertising
- 1.3 Prospects for MAR
- 1.4 Market Dependencies
- 1.4.1 Market Drivers
- 1.4.2 Market Constraints
- 1.5 MAR Value Chain
- 1.5.1 The Role of Network Operators
- 1.6 Aim
- 1.6.1 Questions Answered by the Report
- 1.7 Scope
- 1.8 Target Audience
- 1.9 Methodology
2. Pre-Requisites for MAR Adoption
- 2.1 Adoption of Next-Generation Smartphones
- 2.1.1 The Japanese Smartphone Market
- 2.1.1.1 Japan's Mobile Market: Strength in Numbers
- 2.1.1.2 World Leader in Mobile Advertising and Social Gaming
- 2.1.1.3 Japan as Flagbearer of the Impending MAR movement
- 2.1.2 The North American Smartphone Market
- 2.1.2.1 The United States' Rapid Smartphone Expansion
- 2.1.2.2 Canada: Smartphone Development Strong but Limited
- 2.1.3 Western Europe
- 2.1.4 Brazil, Russia, India, and China (BRIC)
- 2.1.4.1 Russia's Delayed Smartphone Expansion
- 2.1.4.2 Brazil: Slow Burner in the Smartphone Realm
- 2.1.4.3 India and China
- 2.1.5 Asia-Pacific (excluding Japan)
- 2.2 The Rise of Tablet Technology
- 2.3 Widespread LTE Deployment
- 2.3.1 Dense Networks Require Evolution
- 2.3.2 BRIC
- 2.3.2.1 China
- 2.3.2.2 China's LTE Outlook
- 2.3.3 US: Pioneer in LTE Deployment
- 2.3.4 Japan: Demand for LTE Met by Investment
- 2.3.5 Western Europe
- 2.3.6 Asia-Pacific
- 2.3.6.1 South Korea's SK Telecom Vies for "Flawless" Coverage
3. Opportunities, Barriers, and Challenges
- 3.1 Opportunities
- 3.1.1 Location-Based Services
- 3.1.1.1 Established Performance of LBS
- 3.1.1.2 Filling the GPS Gap
- 3.1.2 Strong End-User Response towards Mobile Advertising
- 3.1.2.1 Mobile Advertising and Smartphone Usage in Asia-Pacific
- 3.1.2.2 US
- 3.1.2.3 Japan's Mobile Advertising Dominance
- 3.1.2.4 Western Europe: Slow but Reliable Development
- 3.1.3 Geo-Social Networking
- 3.1.4 Qualcomm's Software Development Kit (SDK) for MAR
- 3.1.5 Adobe and Total Immersion Alliance
- 3.1.6 Creation of AR Standards
- 3.2 Barriers and Challenges
- 3.2.1 Software Developers Limited by Small Size
- 3.2.1.1 Time-Consuming Nature of App Development
- 3.2.2 Waiting for the "Killer App"
- 3.2.2.1 Potential Avenues for Breakthrough
- 3.2.3 Technological Barriers
- 3.2.3.1 Handsets Lacking in Computing Power
- 3.2.3.2 Weak GPS Technology
- 3.2.4 MAR Lacks Widespread Appeal to Generate Substantial Ad Revenue
- 3.2.5 MAR's Failure to Address Immediate Consumer Needs
4. Forecasts: MAR Growth and Development in the Next Five Years
- 4. Forecasts: MAR Growth and Development in the Next Five Years
- 4.1 Early Game Dominance
- 4.2 First Adopters of MAR
- 4.3 Market Size
- 4.3.1 MAR Application Downloads
- 4.4 Regional Markets
- 4.4.1 Japan
- 4.4.2 North America
- 4.4.3 Western Europe
- 4.4.4 Asia-Pacific (excluding Japan and China)
- 4.4.5 China
- 4.4.6 RoW
- 4.4.7 Global Market Overview
- 4.4.7.1 Global MAR Subscribers
- 4.4.7.2 MAR-Capable Devices
- 4.4.7.3 Subscriber Numbers
- 4.5 Revenues by Application Segment
5. The Future of MAR
- 5.1 MAR as an Application Aggregator
- 5.1.1 Object Recognition and the Re-Birth of E-Commerce
- 5.1.1.1 Monetising MAR Commerce
- 5.1.2 Productivity
- 5.2 MAR Beyond Handheld Devices
- 5.2.1 Vuzix
- 5.2.2 Laster Technologies
- 5.2.3 Barriers
- 5.2.3.1 Size
- 5.2.3.2 Power
- 5.2.3.3 Appearance
- 5.2.3.4 Wireless Signal
- 5.3 MAR as an Integrated Handset Feature
6. Conclusions
- 6.1 MAR's SWOT Analysis
- 6.1.1 Vendors and OEMs
- 6.1.1.2 Camera Dominance
- 6.1.1.3 Computer Vision
- 6.1.1.4 Multi-Core Processors
- 6.1.2 Carriers
- 6.1.2.1 Investment Strategies
- 6.1.2.2 Procurement and In-House Development
- 6.1.2.3 Delivery
- 6.1.2.4 Point of Sales and Added Services
- 6.1.3 Consumers
- 6.1.4 The First Steps to MAR Becoming Ubiquitous
Glossary
Appendix A
Appendix B
- Visiongain Report Evaluation Form
List of Charts in this Report
- Chart 1.1: Smartphones in the Medical Profession
- Chart 1.2: Tablet Usage in the Medical Profession
- Chart 1.3: Global Tablet Sales
- Chart 1.4: Facebook Usage
- Chart 1.5: MAR Games in the Application Market
- Chart 2.1: Global Smartphone Sales (2010-2016)
- Chart 2.2: Regional Market Growth (2011-2016)
- Chart 2.3: North American Smartphone Sales
- Chart 2.4: North American Smartphone AGR
- Chart 2.5: Regional Smartphone Sales
- Chart 2.6: Brazilian Smartphone Sales
- Chart 2.7: Brazil - Markets with High Smartphone Penetration Rates
- Chart 2.8: Global Tables Sales AGR (2011-2016)
- Chart 2.9: Global Tablet Sales
- Chart 2.10: Global Tablet Sales
- Chart 2.11: Cost per Bit of Data (in Euros)
- Chart 2.12: Chinese Mobile Market Overview
- Chart 2.13: Japanese Mobile Market Overview
- Chart 3.1: Global Mobile Advertising Spending
- Chart 3.2: M-Advertising Regional Markets (2016)
- Chart 4.1: MAR Lifecycle
- Chart 4.2: MAR Application Market Shares (2011)
- Chart 4.3: MAR Application Market Shares (2016)
- Chart 4.4: MAR Application Market Shares (2011-2016)
- Chart 4.5: Change in MAR Market Share
- Chart 4.6: Growth of the Global MAR Market (2011-2016)
- Chart 4.7: Global MAR Market AGR (2011-2016)
- Chart 4.8: MAR Regional Market AGR
- Chart 4.9: MAR Application Downloads as Part of Global App Market
(2011-2016)
- Chart 4.10-12: MAR Application Downloads as Part of Global App Market
- Chart 4.13: Japanese Market
- Chart 4.14: North American Market
- Chart 4.15: Western European Market
- Chart 4.16: Asia-Pacific Market
- Chart 4.17: Chinese Market
- Chart 4.18: Rest of the World Markets
- Chart 4.19: MAR Regional Market CAGR
- Chart 4.20: MAR Regional Market Share
- Chart 4.21: MAR Regional Market Share
- Chart 4.22: Shifts in MAR Market Share
- Chart 4.23: Evolution of Multi-Core Smartphones
- Chart 4.24: Evolution of Multi-Core Tablets
- Chart 4.25: Global MAR Subscribers
List of Figures in this Report
- Figure 1.1 Applications for MAR
- Figure 1.3 Nokia's Live View
- Figure 1.4 GPS PoI Data Types
- Figure 1.5 Layar Browser and Early MAR Advertisement
- Figure 1.6 Word Lens' Live Translation
- Figure 1.7 Street Museum Screenshots
- Figure 1.8 Ockendon's Hallux Valgus Application
- Figure 1.9 HUD - An Early Application of AR
- Figure 1.10 Tanagram Partners' iARm - Pre-Test Drafts
- Figure 1.11 US marine Corps Vehicle Technicians Using ARMAR to Facilitate
Repairs
- Figure 1.12: Early Augmented Books on Display at a Frankfurt Book Fair
- Figure 1.13 The OggBoard
- Figure 1.14 Ball Invasion
- Figure 1.15 Galileo's Interactive AR
- Figure 1.19 MAR Value Chain
- Figure 2.1 Early Japanese MAR Efforts
- Figure 2.2 LTE Broadband Speed Versus Legacy Wireless Standards
- Figure 2.3 Global LTE Commitments by Country and Operator
- Figure 3.1 Possible Outcomes for MAR Based on Size of Developers and
Commercial Interest
- Figure 4.1 MAR Revenues by Market Sector
- Figure 5.1 Google Wallet
- Figure 5.2 Laster Technologies AR Glasses
- Figure 6.1 SWOT Analysis
- Figure 6.2 Orange UK's GlastoNav
List of Tables in this Report
- Table 1.2: Distinctions Between AR and MAR
- Table 1.16: Dominant MAR Application Types
- Table 1.17: MAR Market Drivers
- Table 1.18: MAR Market Constraints
- Table 2.1: Early Japanese MAR Efforts
- Table 2.3: Global LTE Commitments by Country and Operator
- Table 4.1: MAR Revenues by Market Sector
Companies Listed
- 13th Lab
- AcrossAIR
- Alcatel-Lucent
- Amazon
- Apple Inc.
- The Astonishing Tribe
- BMW
- China Mobile
- China Telecom
- China Unicom
- Coca-Cola
- DeNA
- Dentsu
- Disney
- Ericsson
- Esquire Magazine
- Explore Engage
- Facebook
- Foursquare
- Fujikawa
- Geisha
- Huawei
- Kavac
- Kia Motors
- Kickstarter
- Laster Technologies
- Layar
- Lonely Planet
- Metaio
- Microsoft
- Mobilizy
- Motorola
- NASA
- Navteq
- Nestle
- Ningen Inc.
- Nokia
- OmniVision
- OsiriX
- Pioneer
- Polar Rose
- ProSeiben
- Quest Visual
- Red Bull
- Research in Motion
- Rovio Mobile
- Samsung
- Sarnoff
- SK Telecom
- Sprint
- Tanagram Partners
- Tissot
- Tonchidot
- Topshop
- Toshiba
- Twitter
- Verizon
- Vuzix
- Walt Disney Co.
- WG Healthcare
- ZTE
- Zugara
行動擴張現實（MAR）的全球市場: 2011年在美國僅為2,100萬美金的規模、但是2016年為止有擴大的展望
2012年02月01日
Global Information, Inc.開始代理銷售由Visiongain所發行的報告書「Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016 (行動AR：創造智慧手機及平板電腦之新典範)」。
Visiongain的此報告書中、行動擴張現實（MAR）的進化、以及先進國家及發展中國家的智慧型電話的普及擴大、可攜式技術的提升及LTE的分析。
本報告書為、MAR應用程式不單為無所不在化、MAR的無所不在性和創新性的特質、在消費者與行動設備間的關係上的變化說明。
擴張現實（AR）與行動技術的相關性是最近開始被受重視、此組合聚集了通訊業界大層面的關心、很多MAR專門公司相繼的新成立。
全球的MAR市場、2011年雖僅有2,100萬美金的規模、Visiongain預測2016年會有幾億美金的規模市場之成長。
MAR、在所有的軍事、醫療、以及生產性的領域中有很高的評價。其他的MAR成功事例中、有幾個高人氣的應用程式、證明對消費者的實用性。
Visiongain將MAR分為數個部門、每一個商業化皆有評價。其部門為、遊戲、位置資訊服務、社群網路、教育/生產性、以及導航/旅行。
本報告書為、MAR的初期開發市場之北美、西歐、以及日本的分析。此3處地區在2011年佔MAR全球市場的80%以上。
大幅的智慧型電話的普及、活潑的行動廣告業界、以及行動社群網路的急速增加、促進此地區MAR的成長預測。
另一方面、中國及亞太雖有稍晚的趨勢、也相繼大幅的成長、2016年預計佔全球市場的38%佔有率。
