Chapter 1: Guidance: Strategies for Successful Revenue Generation in the AR Market
1.1 Background to this Report
1.2 Augmented Reality: State of the Art, Beliefs About the Future
1.2.1 SmarTech’s Thoughts on the Definition of Augmented Reality
1.2.2 Mobility is What Has Made Augmented Reality Real!
1.2.3 AR Today: Joys and Frustrations
1.3 Four Reasons to Treat Augmented Reality as a Serious Business Opportunity
1.4 Augmented Reality and Market Reality: Is AR the Next Bubble?
1.4.1 Shadenfreude: Desperately Seeking an AR Bubble?
1.5 A Niche-Oriented Scenario for AR’s Future?
1.6 Augmented Reality Productization and Product Categorization
1.6.1 AR Software: Platforms and Applications
1.6.2 AR Hardware: Inputs, Outputs and CPUs
1.6.3 AR, Advertising and Services
1.7 Forecasting Methodology Used in This Report
1.7.1 Coverage of Forecasts
1.7.2 Data Sources
1.7.3 Economic Assumptions
1.8 Investment Patterns in the AR Sector
1.9 Summary of Key Points in Part 1
Chapter 2: Addressable Markets for Augmented Reality Technology
2.1 The Five Core Markets for Augmented Reality
2.2 Retail and Promotional Activities for Augmented Reality
2.2.1 The Business Case for AR in Retail: Providing Additional Information and Opportunities to Customers – IBM and IKEA
2.2.2 The Business Case for AR in Advertising and Media: More Visible Advertising, but the “Wow Factor” Could Disappear Quickly
2.2.3 The Business Case for AR in Retail: Enhanced Web Shopping
2.2.4 Ten-Year Forecast of AR-Related Retail and Advertising Revenues
2.3 Education, Instruction Manuals and Information Services
2.3.1 The Business Case for AR in Information Services
2.3.2 The Business Case for AR-Enhanced Instruction Manuals
2.3.3 The Business Case for AR-Enhanced Text Books
2.3.4 Looking Inside Without Going Inside: An Opportunity for AR?
2.3.5 Ten-Year Forecast of AR-Based Education and Instruction
2.4 Entertainment and Gaming
2.4.1 The Business Case for AR in the Sports Industry
2.4.2 Business Cases for AR Games on Mobile Platforms
2.4.3 AR Enhancements to Game Consoles: Microsoft, Nintendo and Sony
2.4.4 Ten-Year Forecast of AR-Based Entertainment and Gaming
2.5 Navigation, Travel and Location-Based Services
2.5.1 The Business Case for AR-Based Driving Enhancements
2.5.2 The Business Case for Tourism and Business Travel AR Apps
2.5.3 Ten-Year Forecast of Navigation, Travel and Location-Based Services
2.6 AR-Based Communications and Collaboration
2.6.1 The Business Case for AR-Based Collaboration Services and Products
2.6.2 The Business Case for AR-Enhanced Social Networking
2.6.3 AR and Military Communications
2.6.4 Ten-Year Forecast of AR-Based Communications and Collaboration
2.7 Other Applications for AR
2.7.1 Architecture and Design
2.7.2 Police and Firefighter Applications
2.7.3 Medicine and Healthcare
2.8 Summary of Ten-Year AR Market Forecasts
2.8.1 Summary by Applications
2.8.2 Summary by Type of Product
2.9 Summary of Key Points in Part 2
Chapter 3: A Business Assessment of Current and Future Augmented Reality Products
3.1 AR Software: A Classification
3.1.1 Mobile Operating Systems
3.1.2 AR Browsers and Development Platforms
3.1.3 Ten-Year Forecast of AR Software
3.2 Assessment of AR-Related Opportunities for the Software Industry
3.2.1 Strategic Choice of End-User Markets for AR Software Firms
3.2.2 Ways that AR Firms Can Distinguish Themselves in the Marketplace: The Technical and Business Requirements for Next-Generation AR.
3.2.3 A Note on Likely Changes in Business Models for Monetizing AR Software
3.3 AR Displays and Glasses
3.3.1 Apple, Transparent Displays and Dual Displays
3.3.2 Wearable Displays and AR: Google Glass, Vuzix and the Others
3.3.3 A Note on AR, Retinal Displays and Contact Lenses
3.3.4 Spatial Augmented Reality
3.3.5 Ten-Year Forecast of AR Displays
3.4 A Note on the Use of Gesture Control and Other Advanced Input Technologies with AR
3.4.1 Gesture Control in AR
3.5 AR Chips
3.6 Summary of Key Points in Part 3
Chapter 4: Thirty-One Firms to Watch in the AR Space
4.1 Who to Watch?
4.1.1 Movers and Shakers and AR Environment Makers
4.2 Apple
4.2.1 The Future of AR on the Apple Computing Platform
4.2.2 What Apple Could Do for AR
4.2.3 Apple, AR and Head-Mounted Displays
4.2.4 SmarTech’s View of Apple-Based Augmented Reality
4.3 ARM Holdings
4.3.1 ARM and AR
4.3.2 SmarTech’s View on ARM-Based Augmented Reality
4.4 Cisco
4.5 CrowdOptic
4.5.1 Arrangement with xTV
4.5.2 News Gathering Applications
4.5.3 SmarTech’s View on CrowdOptic
4.6 Ditto
4.6.1 SmarTech’s View of Ditto
4.7 Flutter
4.7.1 SmarTech’s View of Flutter
4.8 GeoVector
4.8.1 SmarTech’s View of GeoVector
4.9 GoldRun 96
4.9.1 SmarTech’s View of GoldRun
4.10 Google
4.10.1 Project Glass: Introducing the World to AR Specs
4.10.2 Ingress
4.10.3 SmarTech’s View on the Future of Google in AR
4.11 Gravity Jack
4.11.1 browsAR
4.11.2 SmarTech’s View of Gravity Jack
4.12 HP, Aurasma and the Autonomy Corporation
4.12.1 The Autonomy Corporation
4.12.2 Aurasma
4.12.3 SmarTech’s View of HP in the AR Business
4.13 IBM
4.13.1 Augmented Collaboration in Mixed Environments (ACME)
4.13.2 SEER
4.13.3 Virtual Agent (VIRA)
4.13.4 Mobile Augmented Reality for Retail (MAR) and Other IBM AR Shopping Applications
4.13.5 SmarTech’s View on IBM in AR
4.14 Intel
4.14.1 Intel on AR and Perceptual Computing
4.14.2 SmarTech’s View on Intel in AR
4.15 iOnRoad
4.15.1 SmarTech’s View of iOnRoad
4.16 Layar
4.16.1 The Layar Software Suite
4.16.2 Layar Marketing and Financial Relationships
4.16.3 SmarTech’s View of Layar
4.17 Metaio
4.17.1 Metaio Product Suite: junaio, Creator and SDK
4.17.2 Metaio and Audi
4.17.3 SmarTech’s View of Metaio
4.18 Microsoft
4.18.1 Three AR Applications for Microsoft: HMDs, Bing and Xbox
4.18.2 Other AR Projects at Microsoft
4.18.3 SmarTech’s View on the Future of Microsoft in AR
4.19 Nokia
4.19.1 Nokia City Lens
4.19.2 Nokia and Other AR Apps
4.19.3 SmarTech’s View on the Future of Nokia in AR
4.20 Occipital
4.20.1 360Panorama and 360Verse
4.20.2 SmarTech’s View of Occipital
4.21 Ogmento
4.21.1 Ogmento Games
4.21.2 SmarTech’s View of Ogmento
4.22 Qualcomm and Blippar
4.22.1 Vuforia
4.22.2 Negative View on AR Glasses
4.22.3 Funding of Blippar
4.22.4 SmarTech’s View on the Future of Qualcomm in AR
4.23 ST-Ericsson
4.23.1 ST-Ericsson in AR
4.23.2 SmarTech’s View of ST-Ericson in AR
4.24 Telibrahma
4.24.1 SmarTech’s View of Telibrahma
4.25 Texas Instruments
4.25.1 TI’s AR Activities
4.25.2 Automobile AR Development
4.25.3 SmarTech’s View of TI in the AR Space
4.26 Total Immersion
4.26.1 Total Immersion AR Solutions
4.26.2 SmarTech’s View of Total Immersion
4.27 Tonchidot
4.27.1 SmarTech’s View of Tonchidot
4.28 TourWrist
4.28.1 SmarTech’s View of TourWrist
4.29 Wallit
4.29.1 SmarTech’s View of Wallit
4.30 Wikitude
4.30.1 SmarTech’s View of Wikitude
4.31 Yelp: A Note
4.32 Zugara
4.32.1 SmarTech’s View of Zugara
About SmarTech Markets Publishing
About the Analyst
Acronyms and Abbreviations Used In this Report
List of Exhibits
Exhibit 1-1: Augmented Reality Today: Joys, Frustrations and Likely Evolution
Exhibit 1-2: Potential Giants of Augmented Reality
Exhibit 1-3: Five Scenarios for the Future of Commercial Augmented Reality
Exhibit 1-4: The Three Key Types of AR Software
Exhibit 1-5: Selected Recent VC Investments in AR
Exhibit 2-1: The Five Core Markets for Augmented Reality
Exhibit 2-2: Ten-Year Forecasts of AR-Related Retail and Promotional Activities ($ Millions)
Exhibit 2-3: Ten-Year Forecasts of AR-Based Education, Information and Books
Exhibit 2-4: Ten-Year Forecasts of AR-Based Entertainment and Games
Exhibit 2-5: Ten-Year Forecasts of Navigation, Travel and Location-Based Services
Exhibit 2-6: Ten-Year Forecasts of AR-Based Communications and Collaboration ($ Millions)
Exhibit 2-7: Selected Police and Firefighter Applications for AR
Exhibit 2-8: Ten-Year Summary of AR Markets: By Application Type ($ Millions)
Exhibit 2-9: Ten-Year Summary of AR Markets: by Product ($ Millions)
Exhibit 3-1: Comparison of Strategic Positions of Major Operating Systems With Regard to Mobile AR
Exhibit 3-2: Ten-Year Forecast of AR Software by Functionality ($ Millions)
Exhibit 3-3: Comparison of Strategic Positions of Major Operating Systems With Regard to Mobile AR
Exhibit 3-4: Ten-Year Forecast of AR Displays and Output Devices
Exhibit 3-5: Selected Examples of Gesture Control in AR
Exhibit 3-6: Selected Chip Companies Active in the AR Business