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  2. > Augmented Reality for Mobile Devices: Gaming and Entertainment, Marketing and Advertising, Information, Education and Toys, Retail and E-Commerce, and Industrial Applications - Global Market Analysis and Forecasts

The mobile augmented reality (AR) market is finally on the verge of fulfilling its potential and going mainstream, following years of hype. The proliferation of smartphones and tablets with ever-improving processing capabilities, sensors, and soon, 3D cameras, has provided the perfect medium for people to experience AR. Additionally, the creation of AR content has been made much easier with a variety of tools consisting of simple drag-and-drop interfaces which allow non-developers to design their own applications.

Furthermore, mobile AR is beginning to shake off the reputation of being gimmicky – a perception that has dogged the industry for the last few years. Indeed, there is a growing awareness of AR and an understanding about how the technology can be beneficial in a variety of sectors. One of the most notable trends is product visualization, where users are able to view how items will look in their homes without having to visit a physical location or commit to a purchase when not quite certain.

This Tractica report provides global market forecasts for installed base, active users, downloads, and revenue for mobile augmented reality applications. This data is segmented by five major world regions (North America, Europe, Asia Pacific, Latin America, Middle East and Africa) and seven application types (Gaming and Entertainment, Marketing and Advertising, Information, Education and Toys, Retail and Ecommerce, Industrial and Others). Additionally, Tractica forecasts revenues from the licensing of software development kits and cloud-based solutions, paid applications, application advertising, and in-app upgrades, with all forecasts extending through 2019.

Table Of Contents

Augmented Reality for Mobile Devices: Gaming and Entertainment, Marketing and Advertising, Information, Education and Toys, Retail and E-Commerce, and Industrial Applications - Global Market Analysis and Forecasts
SECTION 1 1
Executive Summary 1
1.1 Introduction 1
1.1.1 Key Trends 1
1.2 Forecast Highlights .. 2
SECTION 2 4
Market Issues . 4
2.1 Introduction 4
2.2 Scope .. 4
2.2.1 Product Type Definitions 4
2.2.2 Mobile AR Categories . 5
2.2.2.1 Gaming and Entertainment 5
2.2.2.2 Marketing and Advertising . 6
2.2.2.3 Information . 6
2.2.2.4 Education and Toys .. 6
2.2.2.5 Retail, Ecommerce, and Product Visualizations . 7
2.2.2.6 Industrial . 7
2.2.2.7 Others .. 8
2.2.3 Geographic Segmentation . 8
2.2.4 Key Drivers of Growth . 8
2.2.4.1 Funding From Large Players 8
2.2.4.2 Tools to Easily Create AR Experiences .. 9
2.2.4.3 Proliferation of Smartphones and Tablets . 9
2.2.4.4 Product Visualization . 10
2.2.4.5 Improved Maintenance . 10
2.2.4.6 New Marketing and Advertising 11
2.2.4.7 Increased Safety .. 11
2.2.4.8 More Immersive Learning 12
2.2.4.9 Emergence of Smart Cities and the Internet of Things 12
2.2.5 Inhibitors of Market Growth 13
2.2.5.1 Lack of Awareness And Education . 13
2.2.5.2 Challenge to Activate AR Experience 14
2.2.5.3 AR Seen as a Gimmick . 14
2.2.5.4 Being too Early to Market 15
2.2.5.5 Lack of Major Investment Capital 15
2.2.5.6 High Cost of Content Creation .. 16
2.2.5.7 Increased Proliferation of Wearables 16
2.2.5.8 Privacy Concerns . 17
2.2.5.9 Technological Limitations 17
2.2.5.10 Difficulty Harmonizing with Existing Systems 18
2.2.6 Business Models . 18
SECTION 3 . 20
Technology Issues 20
3.1 Introduction . 20
3.2 Detection Algorithms . 20
3.3 Tracking Methodologies .. 21
3.4 Camera Quality 22
3.5 Sensor Accuracy . 22
3.6 Position Drift .. 22
3.7 New Sensors . 23
3.8 AR Optimization .. 24
3.9 Mixed Reality . 25
3.10 Standards 26
SECTION 4 . 28
Key Industry Players 28
4.1 Introduction . 28
4.2 Augmensys . 28
4.3 Augmented Pixels .. 29
4.4 Blippar .. 29
4.5 Catchoom Technologies . 30
4.6 Cimagine Media .. 31
4.7 DAQRI .. 32
4.8 Google .. 33
4.9 Hewlett Packard Aurasma .. 34
4.10 Marxent Labs . 35
4.11 Metaio GmbH 36
4.12 Mollejuo 37
4.13 Occipital 37
4.14 Puteko .. 38
4.15 Qualcomm .. 39
4.16 Seabery Soluciones .. 40
4.17 Scope AR 41
4.18 Translate Abroad . 41
4.19 Unity Technologies . 42
4.20 ViewAR . 43
4.21 VividWorks . 44
4.22 Wikitude 45
4.23 Zappar .. 46
4.24 Zugara .. 46
4.25 Selected Other Industry Participants 48
SECTION 5 . 50
Market Forecasts 50
5.1 Introduction . 50
5.2 Data Collection and Forecast Overview .. 50
5.3 Forecast Methodology .. 50
5.3.1 Number of Mobile AR Users in 2013 and 2014 (Installed Base) 50
5.3.2 Projections of Downloads/Sales .. 51
5.3.3 AR Pricing 51
5.3.4 Revenues 51
5.3.5 Geographic Variation . 51
5.4 Installed Base of Active and Non-Active AR Applications . 52
5.5 Annual Downloads of Mobile AR Apps By Application Type 53
5.6 Annual Revenues of Mobile AR Apps By Application Type .. 56
5.7 Annual Downloads of Mobile AR Apps by Geography. 59
5.8 Annual Revenues of Mobile AR Apps by Geography .. 59
5.9 Conclusions and Recommendations 60
SECTION 6 . 62
Company Directory .. 62
SECTION 7 . 64
Acronym and Abbreviation List 64
SECTION 8 . 66
Table of Contents .. 66
SECTION 9 . 69
Table of Charts and Figures 69
SECTION 10 .. 70
Scope of Study 70
Sources and Methodology .. 70
Notes . 71

TABLE OF CHARTS AND FIGURES
Chart 1.1 Installed Base of Actively Used Mobile AR Apps by Application Type, World Markets:
2014-2019 . 3
Chart 5.1 Installed Base of Actively Used Mobile AR Apps by Application Type, World Markets:
2014-2019 .. 52
Chart 5.2 Annual Downloads of Mobile AR Apps by Application Type, North America: 2014-2019 53
Chart 5.3 Annual Downloads of Mobile AR Apps by Application Type, Europe: 2014-2019 . 54
Chart 5.4 Annual Downloads of Mobile AR Apps by Application Type, Asia Pacific: 2014-2019 54
Chart 5.5 Annual Downloads of Mobile AR Apps by Application Type, Latin America: 2014-2019 . 55
Chart 5.6 Annual Downloads of Mobile AR Apps by Application Type, Middle East and Africa:
2014-2019 .. 55
Chart 5.7 Annual Revenue for Mobile AR Apps by Application Type, North America: 2014-2019 . 56
Chart 5.8 Annual Revenue for Mobile AR Apps by Application Type, Europe: 2014-2019 57
Chart 5.9 Annual Revenue for Mobile AR Apps by Application Type, Asia Pacific: 2014-2019 .. 57
Chart 5.10 Annual Revenue for Mobile AR Apps by Application Type, Latin America: 2014-2019 .. 58
Chart 5.11 Annual Revenue for Mobile AR Apps by Application Type, Middle East and Africa:
2014-2019 .. 58
Chart 10.1 Tractica Research Methodology .. 71
Figure 2.1 Example of a ZapCode . 14
Figure 3.1 Google Project Tango AR Shopping . 24
Figure 4.1 User Positioning AR Furniture in the Cimagine Application .. 32
Figure 4.2 Occipital Structure Sensor .. 38
Figure 4.3 Lowe's Holoroom . 44
Figure 4.4 Protect the Whopper AR Game from Hungry Jack's. 48
Table 4.1 Additional Industry Participants 48
Table 5.1 Annual Downloads of Mobile AR Apps by Region, World Markets: 2014-2019 . 59
Table 5.2 Annual Revenue for Mobile AR Apps by Region, World Markets: 2014-2019 . 60
Table 5.3 Annual Revenue for AR Software Licensing by Region, World Markets: 2014-2019 .. 60

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