增強現實和混合現實市場 - 增長、趨勢、COVID-19 影響和預測 (2023-2028)

增強現實市場預計在 2021-2026 年預測期內的複合年增長率為 83.3%。

預計2020年市場規模將達到50.6億美元，2026年將達到2257.7億美元。 混合現實市場在 2020 年的價值為 3.761 億美元，預計到 2026 年將達到 39.156 億美元，在 2021-2026 年的預測期內復合年增長率為 41.8%。我來了。 世界完全沉浸在兩種技術中：虛擬現實 (VR) 和增強現實 (AR)。 這兩種技術的驚人融合產生了一種稱為混合現實的增強現實體驗。 混合現實是增強現實和虛擬現實的無縫交叉，結合了兩個世界的優點。

主要亮點

• 增強現實 (AR) 由於其複雜的技術性質，在實現商業化方面進展緩慢。 微軟 Hololens 項目始於 2010 年，歷時六年開發，並於 2016 年第一季度推出了開發者版。 雖然增強現實 (AR) 距離充分發揮其市場潛力還有十多年的時間，但在過去兩年中，航天工業的技術進步加速了市場研究。
• 我們觀察到，當前的市場情景側重於創建更適合智能手機的內容和工具。 預計這將由軟件和硬件進步相結合而實現的逼真增強現實 (AR) 驅動。 此外，許多社交媒體應用程序（如 Facebook、Instagram 和 Snapchat）通過各種有趣的過濾器整合了增強現實體驗。
• 汽車行業也在轉向增強現實 (AR) 業務。 許多汽車製造商正在使用人工智能技術和增強現實技術（通過平視顯示器）來展示他們在市場上的存在。 寶馬、梅賽德斯-奔馳、雪佛蘭、豐田和沃爾沃等製造商已經擁有增強現實功能。
• 另一方面，混合現實在業務流程中得到越來越廣泛的認可，其勢頭有望進一步增長。 然而，由於初始成本處於高價區間，對消費者來說處境艱難，但對企業來說仍然相對便宜。
• 對於公司而言，MR 設備可以通過在現實世界的背景下疊加信息來顯著提高人們的知識。 它還可以通過允許遠程團隊實時準確地查看他們正在做什麼並獲得更好的反饋來改善協作。 在娛樂中，成功的混合現實內容需要觀眾與他們所體驗的內容之間建立情感聯繫。
• 混合現實趨勢是由對硬件設備、平台和軟件生態系統的投資推動的。 一些投資主要集中在用全新的協作和通信範例取代鍵盤和平板顯示器。
• COVID-19 對 AR/VR 硬件的需求產生了積極影響，世界各地的公司都在推動其內部和地理位置分散的團隊在危機期間進行溝通和協作並向前邁進。他們正在努力尋找方法讓他們找到自己的路。 即使在鎖定結束後，它引起的行為變化也可能會持續相當長的一段時間。 人們被期望在社交上保持距離，但有了技術和增強現實，他們實際上變得更近了。 這些平台和技術將使多家企業能夠獨立運營和發展，而不受社會距離問題的影響。

主要市場趨勢

遊戲行業有望佔據主要份額

• 由於遊戲行業的各種進步，吸引市場關注的關鍵技術是虛擬現實 (VR)、增強現實 (AR) 和增強現實或混合現實 (MR)。 對於狂熱的遊戲玩家來說，沒有什麼比踏入遊戲，與惡魔、外星人和間諜作戰，探索超乎想像的不可思議的環境更令人興奮的了。
• AR 遊戲市場主要由技術開發、收購和合作夥伴關係推動。 2021 年 6 月，遊戲聊天應用巨頭 Discord 收購了增強現實初創公司 Ubiquity6。 Ubiquity6 的願景是建立一個面向消費者的平台來託管增強現實內容，Discord 的收購可以吸引更廣泛的受眾使用該公司的產品。
• 這兩種技術，AR 和 VR，已經通過多年的創新創造了曾經看似不可能的場景。 例如，Oculus Go 等產品可以立即從您的智能手機下載遊戲、應用程序和其他體驗，並將它們同步到您的耳機，無需連接到支持 VR 的計算機（如 Oculus Rift）。
• 但是，隨著混合現實的引入，推動遊戲混合現實市場的一個主要因素是遊戲行業的持續增長。 遊戲中的混合現實提供身臨其境的虛擬環境，並允許遊戲玩家在他們的小工具上體驗虛擬現實。 例如，微軟 Hololens 運動控制器和開發者套件的推出正在幫助市場參與者刺激遊戲中混合現實的發展。
• 此外，在遊樂園和軍事訓練中越來越多地採用混合現實技術可能會刺激混合現實在遊戲行業的應用。 例如，美國等發達國家的大型主題公園正在大力投資將混合現實技術融入遊戲技術，以提供身臨其境的遊戲體驗。 此外，具有強勢品牌的主題公園正在投資設計和開發基於遊戲技術的混合現實主題公園。

北美主導市場

• 在 AR&MR 市場中，由於大量供應商大力投資於市場創新和戰略合作夥伴關係，預計北美在預測期內將實現顯著增長。
• 在全球範圍內，美國有望成為最具創新性的增強現實 (AR) 市場之一。 大多數涉足這項技術的公司都位於美國。 高科技曝光和智能設備的可用性在該地區創造了強大的增強現實 (AR) 市場。
• 該地區的智能設備普及率最高，尤其是智能手錶和智能眼鏡。 由於智能設備，尤其是智能手機，在培育增強現實 (AR) 市場方面發揮著重要作用，該地區為預測期內研究的市場增長提供了重要機會。
• 此外，根據加拿大統計局的數據，2018 年，加拿大和美國分別有 17.5% 和 16% 的人口超過 65 歲。 羅克韋爾自動化指出，超過 25% 的勞動力年齡在 55 歲以上，年輕一代不從事他們的工作，從而造成技能差距。 這種差距可以通過在數字環境中使用混合現實耳機進行安全訓練來填補。
• 此外，該地區是軍事和國防開支最高的地區之一。 高度重視軍事創新並每年花費約 140 億美元用於軍隊數字化培訓的美國已與微軟合作開發 HoloLens，這是一款 MR 耳機，可讓軍方在敵人開著時發現他們戰場。 2018 年 11 月，微軟獲得 4.8 億美元資金，將在未來兩年內供應 2500 台 HoloLens 頭顯。
• 此外，該地區的投資者正在積極尋求投資於該地區致力於混合現實的各種 AR/VR/MR 技術初創公司。 例如，GFR 基金投資了 17 家基於 VR/AR/MR 技術的北美初創公司。 此類投資預計將在未來繼續，並預計將在預測期內推動市場增長。

競爭格局

由於眾多參與者的存在，增強現實和混合現實市場相對分散，這對市場的增長做出了重大貢獻。 供應商正在不懈地致力於戰略合作夥伴關係和創新，以獲得最大的市場吸引力並擴大市場規模。

• 2021 年 3 月 - 完成了由 Chroma Ventures、4J Studios 和 West Coast Capital 共同領投的 500 萬美元 A 輪前融資。 新投資將用於加強公司在增強現實 (AR) 市場的地位，並加速其在美國、歐洲和亞洲市場的研發活動和增長。
• 2021 年 4 月 - PTC 將在以色列理工學院 Technion 開設新的研發設施，新投資額為 500 萬以色列謝克爾。 該設施開放用於研究工業物聯網、增強現實 (AR)、模擬和生成設計技術。
• 2021 年 7 月 - Wikitude GmbH 發布了 SDK 9.9，提供基於位置的 AR、圖像和對象跟蹤、無標記 AR 以及允許 Flutter 開發人員在短短幾個小時內擴展周圍世界的廣泛功能。

其他福利。

• Excel 格式的市場預測 (ME) 表
• 3 個月的分析師支持

內容

第1章介紹

• 調查先決條件
• 調查範圍

第2章研究方法論

第 3 章執行摘要

第 4 章市場洞察

• 市場概覽
• 工業價值鏈分析
• 產業吸引力 - 波特五力分析
  • 供應商的議價能力
  • 買家的議價能力
  • 新進入者的威脅
  • 競爭公司之間的敵對關係
  • 替代品的威脅
• 工業價值鏈分析

第 5 章市場動態

• 市場驅動力
  • 增強現實 (AR) 的應用越來越多
  • 對基於移動設備的增強現實的高需求
• 市場挑戰
  • 技術和監管問題

第 6 章增強現實 (AR) 市場格局 - 市場細分

• 按類型
  • 硬件
  • 軟件
• 按最終用戶行業
  • 遊戲
  • 教育
  • 醫療保健
  • 零售/廣告
  • 汽車
  • 軍事/國防
  • 其他最終用戶行業
• 區域信息
  • 北美
  • 歐洲
  • 亞太地區
  • 世界其他地區

第 7 章混合現實 (MR) 市場格局 - 市場細分

• 按最終用戶行業
  • 消費者
  • 醫療/保健
  • 工業領域
  • 其他最終用戶行業
• 區域信息
  • 北美
  • 歐洲
  • 亞太地區
  • 世界其他地區

第 8 章增強現實主要供應商概況

• 公司簡介
  • Google LLC (ALPHABET INC.)
  • Seiko Epson Corporation
  • Vuzix Corporation
  • Realwear Inc.
  • Dynabook Americas Inc. (Sharp corporation)
  • Niantic Inc.
  • Optinvent
  • Atheer Inc.
  • Blippar.com Ltd
  • PTC Inc.
  • Ultraleap Limited
  • Wikitude GMBH
  • TechSee Augmented Vision Ltd

第 9 章主要混合現實供應商簡介

• 公司簡介
  • Microsoft Corporation
  • HP Development Company LP
  • Dell Technologies Inc.
  • AsusTek Computer Inc.
  • Samsung Electronics Company Limited
  • Acer Inc.
  • Magic Leap Inc.
  • Amber Garage (Holokit)
  • Occipital Inc.

第10章 投資分析

第11章 投資分析市場的將來展望

The augmented reality market is expected to register a CAGR of 83.3% over the forecast period 2021 to 2026. This market was valued at USD 5.06 billion in 2020 and is expected to reach a value of USD 225.77 billion by 2026. The mixed reality market was valued at USD 376.1 million in 2020 and is expected to reach a value of USD 3,915.6 million by 2026 with an expected CAGR of 41.8% over the forecast period 2021 to 2026. The world is fully engrossed with the two technologies, Virtual Reality (VR) and Augmented Reality (AR). An incredible merger of these two has come into existence, which is an extended reality, known as mixed reality. It is a seamless intersection between Augmented Reality and Virtual Reality and combines the best of both virtual worlds.

Key Highlights

• Augmented reality (AR) achieved product realization slowly, owing to the complex nature of the technology. Microsoft Hololens project started in 2010, took six years for development and launched the developer's edition in the first quarter of 2016. While AR is still over a decade away from achieving its full market potential, technological advancements in the space industry have accelerated the market studied, over the past two years.
• The current market scenario has observed a greater focus on creating content and tools with more smartphone compatibility. This is expected to be driven by Photorealistic AR-enabled by the combination of software and hardware advances. Further, many social media applications, including Facebook, Instagram, and Snapchat, are including augmented reality experiences through various fun filters.
• The automobile industry is also moving towards the augmented reality business. Many automobile companies are using artificial intelligence technologies, along with augmented reality(through Head-up displays), to mark their presence in the market. Manufacturers, including BMW, Mercedes-Bez, Chevrolet, Toyota, and Volvo, among others, have included augmented reality features already.
• On the other hand, Mixed reality is gaining widespread recognition across business processes, and the momentum is expected to grow further. However, initial costs have been at higher price points, thus, making it hard for consumers, but they are still relatively inexpensive for enterprises.
• For businesses, MR devices can vastly increase people's knowledge of the world around them by overlaying information in the context of the real world. It can also improve collaboration by enabling remote teams to see precisely the work in real-time so that they can provide better feedback. For the entertainment sector, successful mixed reality content requires an emotional connection between the viewer and what they experience.
• The mixed reality trend is being fueled by investments in hardware devices, platforms, and software ecosystems. A few investments are primarily focusing on replacing keyboards and flat displays with entirely new paradigms for collaboration and communication.
• Covid-19 has impacted positively on AR/VR hardware demand, and enterprises across the world are trying to find ways to get their internal and wider geographically spread teams to communicate, collaborate, and find a path forward during the crisis. Even after the lockdown ends, the behavioural change it has caused is likely to last for a considerably longer period of time. People are expected to remain socially distant, but with the usage of technologies and extended reality they will be virtually close. These platforms and technologies may primarily allow multiple businesses to run and grow irrespective of the challenges posed by social distancing.

Key Market Trends

The Gaming Industry Expected to Hold the Majority Share

• Due to the various advancements in the gaming industry, the significant technologies which are earning a lot of market attention are Virtual Reality (VR), Augmented Reality (AR), and Extended Reality, i.e., Mixed Reality (MR). For an avid gamer, nothing could be more exciting than the prospect of being transported inside the game, battling demons, aliens, and spies, exploring amazing environments beyond imagination.
• The AR gaming market is mainly driven by technological developments, acquisitions, and partnerships. In June 2021, the gaming chat app giant, Discord, acquired the augmented reality startup, Ubiquity6. Ubiquity6 had a vision of building a consumer-facing platform for hosting augmented reality content, and the acquisition by Discord may attract a wider audience to its products.
• The two technologies, AR and VR collectively, have already created scenarios that once seemed impossible, by years of innovations. For instance, products like the Oculus Go will allow users to download games, apps, and other experiences right from their phone and sync the games to the headset, eliminating the need to connect it to a VR-ready computer, which was required by Oculus Rift.
• However, with the introduction of mixed reality, the major factors driving the mixed reality in the gaming market is the unceasing growth of the gaming industry. Mixed reality in gaming provides an immersive virtual environment and enables gamers to experience virtual reality on their gadgets. For example, the launch of Microsoft Hololens motion controllers and developer kits is serving to aid market players to stimulate the development of mixed reality in gaming.
• Furthermore, the increasing adoption of mixed reality in gaming technology in amusement parks and military training is likely to stimulate the application of mixed reality in the gaming industry. For instance, the large theme parks in developed countries such as the U.S. are making hefty investments to integrate mixed reality in gaming technology to provide an immersive gaming experience. Brand name theme parks are also investing to design and develop mixed reality in gaming technology-based theme parks.

North America to Dominate the Market

• The North American segment of the AR & MR market studied is expected to grow significantly over the forecast period, owing to the presence of a large number of vendors that are also making considerable investments in market innovation and strategic partnerships.
• Globally, United States is expected to be one of the highly innovative AR markets. Most of the companies advancing in this technology are based in United States. High technology exposure and ease of availability of smart devices have created a strong AR market in the region.
• The region has the highest adoption rate of smart devices, especially smartwatches and smart glasses. As smart devices, especially smartphones, play a significant role in the development of the AR market, the region offers a vast opportunity for the growth of the market studied, over the forecast period.
• Additionally, According to Statistics Canada, 17.5% and 16% of the population in Canada and United States were 65 or above in 2018. Rockwell Automation has mentioned that over 25% of their workforce are of age 55 or above, and their jobs are not pursued by the younger generation, creating a skill gap. This gap can be filled by using a mixed reality headset to train in a digital environment safely.
• Further, the region is one of the highest spenders on its military and defense. The US, which spends around USD 14 billion a year in digital training of the army, with a prime focus of military innovation, collaborated with Microsoft for its MR headsets HoloLens, to enable the army to detect enemies while on the battlefield. In November 2018, Microsoft was awarded USD 480 million for the supply of 2,500 HoloLens headsets within the next two years.
• Moreover, the investors in this region are actively looking to invest in diverse AR/VR/MR technology startups working on mixed reality in the region. For instance, the GFR Fund has invested in 17 North American startup companies based on VR/AR/MR technology. Such investments are expected to continue and are estimated to drive market growth in the forecast period.

Competitive Landscape

The augmented reality and mixed reality market are moderately fragmented due to the presence of many players in the market, contributing significantly towards the growth of the market. The vendors are working incessantly towards strategic partnerships and innovations to gain maximum market traction and increase their market size.

• March 2021 - The company has closed a USD 5 million Pre-Series A Funding Round, co-led by Chroma Ventures, 4J Studios, and West Coast Capital. The new investment reinforces the company's position in the AR market and will be used for research and development activities and to accelerate its growth in the US, European, and Asian markets.
• April 2021 - PTC opened a new research and development facility at Technion - Israel Institute of Technology, under which PTC will invest USD 5 million New Israeli Shekels into the campus. The facility has been opened for research in Industrial IoT, Augmented Reality (AR), Simulation, and Generative Design technologies.
• July 2021 - Wikitude Gmbh released, SDK 9.9, that delivers location-based AR, image and object tracking, markerlessAR, and a wide range of features allowing Flutter developers to augment the world around them in just a few hours.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Value Chain Analysis
• 4.3 Industry Attractiveness - Porter's Five Force Analysis
  • 4.3.1 Bargaining Power of Suppliers
  • 4.3.2 Bargaining Power of Buyers
  • 4.3.3 Threat of New Entrants
  • 4.3.4 Intensity of Competitive Rivalry
  • 4.3.5 Threat of Substitute
• 4.4 Industry Value Chain Analysis

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Increasing Applications of Augmented Reality
  • 5.1.2 High Demand for Mobile-based Augmented Reality
• 5.2 Market Challenges
  • 5.2.1 Technical and Regulatory Issues

6 AUGMENTED REALITY(AR) MARKET LANDSCAPE-MARKET SEGMENTATION

• 6.1 By Type
  • 6.1.1 Hardware
  • 6.1.2 Software
• 6.2 By End-User Verticals
  • 6.2.1 Gaming
  • 6.2.2 Education
  • 6.2.3 Healthcare
  • 6.2.4 Retail and Advertising
  • 6.2.5 Automotive
  • 6.2.6 Military & Defense
  • 6.2.7 Other End User Industries
• 6.3 By Geography
  • 6.3.1 North America
  • 6.3.2 Europe
  • 6.3.3 Asia Pacific
  • 6.3.4 Rest of the World

7 MIXED REALITY(MR) MARKET LANDSCAPE-MARKET SEGMENTATION

• 7.1 By End-User Verticals
  • 7.1.1 Consumer
  • 7.1.2 Medical and Healthcare
  • 7.1.3 Industrial
  • 7.1.4 Other End User Industries
• 7.2 By Geography
  • 7.2.1 North America
  • 7.2.2 Europe
  • 7.2.3 Asia Pacific
  • 7.2.4 Rest of the World

8 AUGMENTED REALITY KEY VENDOR PROFILES

• 8.1 Company Profiles
  • 8.1.1 Google LLC (ALPHABET INC.)
  • 8.1.2 Seiko Epson Corporation
  • 8.1.3 Vuzix Corporation
  • 8.1.4 Realwear Inc.
  • 8.1.5 Dynabook Americas Inc. (Sharp corporation)
  • 8.1.6 Niantic Inc.
  • 8.1.7 Optinvent
  • 8.1.8 Atheer Inc.
  • 8.1.9 Blippar.com Ltd
  • 8.1.10 PTC Inc.
  • 8.1.11 Ultraleap Limited
  • 8.1.12 Wikitude GMBH
  • 8.1.13 TechSee Augmented Vision Ltd

9 MIXED REALITY KEY VENDOR PROFILES

• 9.1 Company Profiles
  • 9.1.1 Microsoft Corporation
  • 9.1.2 HP Development Company LP
  • 9.1.3 Dell Technologies Inc.
  • 9.1.4 AsusTek Computer Inc.
  • 9.1.5 Samsung Electronics Company Limited
  • 9.1.6 Acer Inc.
  • 9.1.7 Magic Leap Inc.
  • 9.1.8 Amber Garage (Holokit)
  • 9.1.9 Occipital Inc.

10 INVESTMENT ANALYSIS

11 FUTURE OUTLOOK OF THE MARKET