‘Global MAR Market is Only Valued at US $21 Million in 2011 but Set to Explode by 2016′ Says visiongain’s Latest Report

By Visiongain, PRNE
Tuesday, November 1, 2011

LONDON, November 2, 2011 -


Visiongain’s latest management report “Mobile Augmented Reality Report 2011-2016: Emerging Opportunities” charts Mobile Augmented Reality’s (MAR) evolution in tandem with increased smartphone penetration across developing and developed markets, the rise of tablet technology, and LTE. The report not only explains the means by which MAR applications will become ubiquitous, but also ways in which their ubiquity and innovative nature stand to alter the relationship between consumers and their mobile devices altogether.

Augmented reality has only recently been associated with mobile technology, but this association has drawn broad attention from telecoms pundits and sparked the foundation of a plethora of MAR-specialized startups. Although the global MAR market is only valued at US $21 million in 2011, visiongain’s research forecasts that it will be valued in the billions by 2016.

Already collecting praise in military, healthcare, and productivity fields, all that remains to ensure MAR’s success are a few parsimonious, popular applications to evidence its utility to consumers. Visiongain breaks MAR down into sectors that will gather substantial shares of the market (i.e. games, location-based services, social networking, education/productivity, and navigation/travel) and evaluates their commercial viability.

Visiongain’s report identifies North America, Western Europe, and Japan as early hotbeds of MAR development, the three regions occupying over 80% of the global market in 2011. Profound smartphone penetration, vibrant mobile advertising industries, and the proliferation of mobile social networking will bolster MAR growth in these areas, while China and Asia-Pacific will experience delayed but significant growth, occupying 38% of the global market by 2016.

OEMs, MNOs, marketers, advertisers, and software developers with an active interest in MAR will learn key information about the technology’s prospects and game-changing potential, allowing them to strategically position themselves to maximise revenues.

MAR will re-define productivity apps and e-commerce, as mobile devices further their multipurpose applications. The technology will allow end-users to try on clothes, repair household items, and translate road signs through virtual or augmented imagery, while simultaneously providing a host of new avenues for brand marketing and in-app advertising and sales. In 2016 one of every four app downloads - or 10.925 billion unique downloads - will be MAR-related.

MAR is one of the most rapidly expanding telecoms market segments. Its development will provide a breadth of monetisation opportunities and stands to deliver technology enthusiasts their first truly 21st century digital experience.

Notes for Editors

If you are interested in a more detailed overview of this report, please send an e-mail to sara.peerun@visiongainglobal.com or call her on +44(0)207-336-6100

About visiongain

Visiongain is one of the fastest growing and most innovative independent media companies in Europe. Based in London, UK, visiongain produces a host of business-2-business conferences, newsletters, management reports and e-zines focusing on the Telecoms, Energy, Pharmaceutical, Defence, and Materials sectors.

Visiongain publishes reports produced by its in-house analysts, who are qualified experts in their field. Visiongain has firmly established itself as the first port-of-call for the business professional, who needs independent, high quality, original material to depend on.

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 Layar and Early MAR Advertising Word Lens Street Museum
1.2.2 Healthcare Prevalence of Tablets in Healthcare
1.2.3 Geo-Social Networking Recognizr and the Future of Social Networking
1.2.4 Military DARPA’s SCENICC System Tanagram Partners’ Intelligent Augmented Reality Model ARMAR Future Immersive Training Environment (FITE)
1.2.5 Education and Productivity
1.2.6 Entertainment Gaming Board Games and Live-Action Role Playing SLAM - The Next Wave in MAR Gaming MAR and Interactive Television Programming John Mayer and AR Music Videos
1.2.7 Advertising Present and Future Size of Mobile Advertising
1.3 Prospects for MAR
1.3.1 Segments
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 Japan’s Mobile Market: Strength in Numbers World Leader in Mobile Advertising and Social Gaming Japan as Flagbearer of the Impending MAR movement
2.1.2 The North American Smartphone Market The United States’ Rapid Smartphone Expansion Canada: Smartphone Development Strong but Limited
2.1.3 Western Europe
2.1.4 Brazil, Russia, India, and China (BRIC) Russia’s Delayed Smartphone Expansion Brazil: Slow Burner in the Smartphone Realm 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 China 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 South Korea’s SK Telecom Vies for “Flawless” Coverage

3. Opportunities, Barriers, and Challenges
3.1 Opportunities
3.1.1 Location-Based Services Established Performance of LBS Filling the GPS Gap
3.1.2 Strong End-User Response towards Mobile Advertising Mobile Advertising and Smartphone Usage in Asia-Pacific US Japan’s Mobile Advertising Dominance 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 Time-Consuming Nature of App Development
3.2.2 Waiting for the “Killer App” Potential Avenues for Breakthrough
3.2.3 Technological Barriers Handsets Lacking in Computing Power 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 Global MAR Subscribers MAR-Capable Devices 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 Monetising MAR Commerce
5.1.2 Productivity ARMAR
5.2 MAR Beyond Handheld Devices
5.2.1 Vuzix
5.2.2 Laster Technologies
5.2.3 Barriers Size Power Appearance Wireless Signal
5.3 MAR as an Integrated Handset Feature

6. Conclusions
6.1 MAR’s SWOT Analysis
6.1.1 Vendors and OEMs Camera Dominance Computer Vision Multi-Core Processors
6.1.2 Carriers Investment Strategies Procurement and In-House Development Delivery Point of Sales and Added Services
6.1.3 Consumers
6.1.4 The First Steps to MAR Becoming Ubiquitous


Appendix A
About visiongain

Appendix B
Visiongain Report Evaluation Form

Companies Listed

13th Lab
Apple Inc.
The Astonishing Tribe
China Mobile
China Telecom
China Unicom
Esquire Magazine
Explore Engage
Kia Motors
Laster Technologies
Lonely Planet
Ningen Inc.
Polar Rose
Quest Visual
Red Bull
Research in Motion
Rovio Mobile
SK Telecom
Tanagram Partners
Walt Disney Co.
WG Healthcare

For further information on this report click on:

Or contact:

Sara Peerun
Tel: +44(0)20-7336-6100


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