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  2. > Virtual Reality for Enterprise and Industrial Markets: Academia and R&D, Marketing and Advertising, Medical, Retail, Travel and Tourism, Training and Simulation, Virtual Prototyping, and 3D Modeling

Virtual reality has existed in niche enterprise and industrial segments since its origins in the 1950s and 1960s. VR plays an important role in combat training for the military, for example, while advanced visualization techniques are extremely powerful tools for research purposes. Healthcare has also made use of the technology for quite some time. Nevertheless, Facebook’s acquisition of Oculus VR, along with the development of rival head-mounted displays (HMDs) from companies like HTC and Sony, has raised the profile of VR immeasurably and a wide array of industries look set to be touched by advancements in this space.

Marketing and advertising is one example. Getting users to experience a brand via a new medium lingers longer in the mind and can help a company to really establish its product in the minds of target audiences. The automotive, aviation, and architecture industries are all set to use more and more 3D models in place of physical prototypes. Doing so reduces cost and risk and allows changes to be made easily. Barriers remain, but are being overcome. Average selling prices are coming under pressure with the emergence of consumer-grade equipment that can be used in many settings. Getting people to experience VR remains a challenge, however, and changing long-held beliefs about processes will take time.

This Tractica report provides global market forecasts for the period from 2014 through 2020 for annual unit shipments and associated revenues for VR hardware and content in the enterprise and industrial sectors. The analysis covers HMDs, along with other VR equipment such as motion capture cameras, displays and projectors, hand tracking devices, and locomotion devices, as well as software applications and content creation tools. Data is segmented by five major regions (North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa) and eight different application markets are examined (academia and research & development, marketing and advertising, medical, retail, travel and tourism, training and simulation, virtual prototyping/3D modelling and others).

Table Of Contents

Virtual Reality for Enterprise and Industrial Markets: Academia and RandD, Marketing and Advertising, Medical, Retail, Travel and Tourism, Training and Simulation, Virtual Prototyping, and 3D Modeling
SECTION 1 1
Executive Summary 1
1.1 Introduction 1
1.2 Key Market Trends 2
1.3 Market Forecast Highlights .. 3
SECTION 2 5
Market Issues . 5
2.1 Introduction 5
2.2 Scope of Study 5
2.3 Product Type Definitions 5
2.4 Enterprise and Industrial Applications . 6
2.4.1 Academia and Research and Development . 6
2.4.2 Marketing and Advertising . 6
2.4.3 Medical 7
2.4.4 Retail 8
2.4.5 Travel and Tourism .. 9
2.4.6 Training and Simulation 10
2.4.7 Virtual Prototyping/3D Modelling . 11
2.4.8 Others 12
2.5 Geographic Segmentation . 12
2.6 Key Drivers of Growth .. 12
2.6.1 Emergence of Consumer VR 12
2.6.2 Falling ASPs .. 13
2.6.3 Desire to Increase Efficiency and Decrease Costs 13
2.6.4 More Effective Marketing Tool .. 14
2.6.5 Mixed Reality . 14
2.6.6 Improved Processing Power . 15
2.6.7 Internet Connectivity .. 15
2.7 Inhibitors of Market Growth 16
2.7.1 Economic Depression and Austerity . 16
2.7.2 Need for Specialized Training .. 16
2.7.3 Difficulty in Demonstrating VR .. 16
2.7.4 Lack of Content 17
2.7.5 Natural User Input .. 18
2.7.6 Ergonomics, Comfort, and Hygiene .. 18
2.7.7 Lack of Standards .. 19
2.8 Business Models . 19
SECTION 3 . 21
Technology Issues 21
3.1 Introduction . 21
3.2 Tracking 21
3.3 Hardware Components 22
3.3.1 Cameras .. 22
3.3.2 Display Technology 22
3.3.3 Graphics Processing Units . 23
3.3.4 Eye Tracking .. 24
3.3.5 Input Devices . 24
3.3.5.1 Hand and Finger Tracking Solutions . 24
3.3.5.2 Locomotion Devices .. 25
3.3.5.3 Vests and Suits . 26
3.3.5.4 Haptics .. 27
3.4 Wireless Connectivity Technologies . 27
3.5 Local Warping .. 28
3.6 Local Rendering .. 28
3.7 Sensor Accuracy . 28
3.8 Field of View .. 29
3.9 Realistic Graphics .. 29
3.10 3D Audio .. 30
3.11 Other Senses 30
SECTION 4 . 31
Key Industry Players 31
4.1 Introduction . 31
4.2 Design Agencies . 31
4.2.1 Brightline Interactive .. 31
4.2.2 Cubicle Ninjas 32
4.2.3 Rewind FX .. 32
4.3 HMD Manufacturers .. 33
4.3.1 MindMaze 33
4.3.2 NVIS .. 34
4.3.3 Cinoptics .. 34
4.3.4 Sensics . 35
4.3.5 TRIVISIO Prototyping 36
4.3.6 Facebook (Oculus VR) . 36
4.4 Software Developers . 37
4.4.1 Augmented Pixels .. 37
4.4.2 EON Reality 38
4.4.3 Unity Technologies . 39
4.4.4 Virtalis 40
4.4.5 VRStudios 40
4.4.6 WorldViz .. 41
4.5 Others 42
4.5.1 Cyberith 42
4.5.2 Vicon Motion Systems .. 43
SECTION 5 . 46
Market Forecasts 46
5.1 Introduction . 46
5.2 Data Collection and Forecast Overview .. 46
5.3 Forecast Methodology .. 47
5.3.1 Top-Level Hardware Shipments and VR Content Sales . 47
5.3.2 Average Selling Prices and Content Revenues .. 47
5.4 Top-Level Annual Unit Shipments and Revenues . 47
5.5 Enterprise and Industrial VR Market by Product Type . 49
5.6 Enterprise and Industrial VR Market by Geographic Region 51
5.7 Enterprise and Industrial VR Market Revenues by Application .. 55
5.8 Conclusions and Recommendations 61
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 Annual VR Hardware and Content/Content Creation Tools Revenue by Segment,
World Markets: 2014-2020 4
Chart 5.1 Annual VR Hardware Unit Shipments by Segment, World Markets: 2014-2020 48
Chart 5.2 Annual VR Hardware and Content/Content Creation Tools Revenue by Segment,
World Markets: 2014-2020 . 49
Chart 5.3 Annual VR Hardware Unit Shipments by Product Type, World Markets: 2014-2020 .. 50
Chart 5.4 Annual VR Hardware Revenue by Product Type, World Markets: 2014-2020 51
Chart 5.5 Annual HMD Unit Shipments by Region, World Markets: 2014-2020 .. 52
Chart 5.6 Annual HMD Revenue by Region, World Markets: 2014-2020 53
Chart 5.7 Annual Unit Shipments of Other VR Equipment by Region, World Markets: 2014-2020 .. 53
Chart 5.8 Annual Revenue for Other VR Equipment by Region, World Markets: 2014-2020 .. 54
Chart 5.9 Annual VR Content Revenue by Geographic Region, World Markets: 2014-2020 .. 54
Chart 5.10 Annual VR Equipment Revenue by Application, North America: 2014-2020 .. 56
Chart 5.11 Annual VR Equipment Revenue by Application, Europe: 2014-2020 .. 56
Chart 5.12 Annual VR Equipment Revenue by Application, Asia Pacific: 2014-2020 . 57
Chart 5.13 Annual VR Equipment Revenue by Application, Latin America: 2014-2020 57
Chart 5.14 Annual VR Equipment Revenue by Application, Middle East and Africa: 2014-2020 .. 58
Chart 5.15 Annual VR Content/Content Creation Tools Revenue by Application, North America:
2014-2020 .. 58
Chart 5.16 Annual VR Content/Content Creation Tools Revenue by Application, Europe:
2014-2020 .. 59
Chart 5.17 Annual VR Content/Content Creation Tools Revenue by Application, Asia Pacific:
2014-2020 .. 59
Chart 5.18 Annual VR Content/Content Creation Tools Revenue by Application, Latin America:
2014-2020 .. 60
Chart 5.19 Annual VR Content/Content Creation Tools Revenue by Application, Middle East and
Africa: 2014-2020 60
Chart 11.1 Tractica Research Methodology .. 71
Figure 2.1 Samsung Gear VR on a Qantas A380 Aircraft . 10
Figure 3.1 Dexmo F2 from Dexta Robotics .. 25
Table 4.1 Additional Industry Participants 44

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