Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016

Date: November 22, 2011
Pages: 127
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US$ 2,635.00
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Publisher: Visiongain
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: M7F12C1A1B1EN
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Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016
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?

Equipment Manufacturers

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."

Software Developers

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.

Mobile Service Providers

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.

Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6
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
  1.3.1 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
    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

4.1 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
    5.1.2.1 ARMAR
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
About visiongain
Appendix B
Visiongain Report Evaluation Form

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
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

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