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

Dec 27, 2011, 05:08 ET from Reportlinker

NEW YORK, Dec. 27, 2011 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

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

Report Details

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 ManufacturersAs 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 ProvidersVisiongain 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 GovernmentCCR Ref number: KD4R6 

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 Applications1.1.1 Market definition1.1.2 Basic Technical Requirements for MAR1.2 Breaking Down MAR by Market Sector1.2.1 Navigation/Travel1.2.1.1 Layar and Early MAR Advertising1.2.1.2 Word Lens1.2.1.3 Street Museum1.2.2 Healthcare1.2.2.1 Prevalence of Tablets in Healthcare1.2.3 Geo-Social Networking1.2.3.1 Recognizr and the Future of Social Networking1.2.4 Military1.2.4.1 DARPA's SCENICC System1.2.4.2 Tanagram Partners' Intelligent Augmented Reality Model1.2.4.3 ARMAR1.2.4.4 Future Immersive Training Environment (FITE)1.2.5 Education and Productivity1.2.6 Entertainment1.2.6.1 Gaming1.2.6.2 Board Games and Live-Action Role Playing1.2.6.3 SLAM - The Next Wave in MAR Gaming1.2.6.4 MAR and Interactive Television Programming1.2.6.5 John Mayer and AR Music Videos1.2.7 Advertising1.2.7.1 Present and Future Size of Mobile Advertising1.3 Prospects for MAR1.3.1 Segments1.4 Market Dependencies1.4.1 Market Drivers1.4.2 Market Constraints1.5 MAR Value Chain1.5.1 The Role of Network Operators1.6 Aim1.6.1 Questions Answered by the Report1.7 Scope1.8 Target Audience1.9 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 Challenges3.1 Opportunities3.1.1 Location-Based Services3.1.1.1 Established Performance of LBS3.1.1.2 Filling the GPS Gap3.1.2 Strong End-User Response towards Mobile Advertising3.1.2.1 Mobile Advertising and Smartphone Usage in Asia-Pacific3.1.2.2 US3.1.2.3 Japan's Mobile Advertising Dominance3.1.2.4 Western Europe: Slow but Reliable Development3.1.3 Geo-Social Networking3.1.4 Qualcomm's Software Development Kit (SDK) for MAR3.1.5 Adobe and Total Immersion Alliance3.1.6 Creation of AR Standards3.2 Barriers and Challenges3.2.1 Software Developers Limited by Small Size3.2.1.1 Time-Consuming Nature of App Development3.2.2 Waiting for the "Killer App" Potential Avenues for Breakthrough3.2.3 Technological Barriers3.2.3.1 Handsets Lacking in Computing Power3.2.3.2 Weak GPS Technology3.2.4 MAR Lacks Widespread Appeal to Generate Substantial Ad Revenue3.2.5 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 MAR5.1 MAR as an Application Aggregator5.1.1 Object Recognition and the Re-Birth of E-Commerce5.1.1.1 Monetising MAR Commerce5.1.2 Productivity5.1.2.1 ARMAR5.2 MAR Beyond Handheld Devices5.2.1 Vuzix5.2.2 Laster Technologies5.2.3 Barriers5.2.3.1 Size5.2.3.2 Power5.2.3.3 Appearance5.2.3.4 Wireless Signal5.3 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 BVisiongain Report Evaluation Form

List of Charts in this Report

Chart 1.1: Smartphones in the Medical ProfessionChart 1.2: Tablet Usage in the Medical ProfessionChart 1.3: Global Tablet SalesChart 1.4: Facebook UsageChart 1.5: MAR Games in the Application MarketChart 2.1: Global Smartphone Sales (2010-2016)Chart 2.2: Regional Market Growth (2011-2016)Chart 2.3: North American Smartphone SalesChart 2.4: North American Smartphone AGRChart 2.5: Regional Smartphone SalesChart 2.6: Brazilian Smartphone SalesChart 2.7: Brazil - Markets with High Smartphone Penetration RatesChart 2.8: Global Tables Sales AGR (2011-2016)Chart 2.9: Global Tablet SalesChart 2.10: Global Tablet SalesChart 2.11: Cost per Bit of Data (in Euros)Chart 2.12: Chinese Mobile Market OverviewChart 2.13: Japanese Mobile Market OverviewChart 3.1: Global Mobile Advertising SpendingChart 3.2: M-Advertising Regional Markets (2016)Chart 4.1: MAR LifecycleChart 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 ShareChart 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 AGRChart 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 MarketChart 4.13: Japanese MarketChart 4.14: North American MarketChart 4.15: Western European MarketChart 4.16: Asia-Pacific MarketChart 4.17: Chinese MarketChart 4.18: Rest of the World MarketsChart 4.19: MAR Regional Market CAGRChart 4.20: MAR Regional Market ShareChart 4.21: MAR Regional Market ShareChart 4.22: Shifts in MAR Market ShareChart 4.23: Evolution of Multi-Core SmartphonesChart 4.24: Evolution of Multi-Core TabletsChart 4.25: Global MAR Subscribers

List of Figures in this Report

Figure 1.1 Applications for MARFigure 1.3 Nokia's Live ViewFigure 1.4 GPS PoI Data TypesFigure 1.5 Layar Browser and Early MAR AdvertisementFigure 1.6 Word Lens' Live TranslationFigure 1.7 Street Museum ScreenshotsFigure 1.8 Ockendon's Hallux Valgus ApplicationFigure 1.9 HUD - An Early Application of ARFigure 1.10 Tanagram Partners' iARm - Pre-Test DraftsFigure 1.11 US marine Corps Vehicle Technicians Using ARMAR to Facilitate RepairsFigure 1.12: Early Augmented Books on Display at a Frankfurt Book FairFigure 1.13 The OggBoardFigure 1.14 Ball InvasionFigure 1.15 Galileo's Interactive ARFigure 1.19 MAR Value ChainFigure 2.1 Early Japanese MAR EffortsFigure 2.2 LTE Broadband Speed Versus Legacy Wireless StandardsFigure 2.3 Global LTE Commitments by Country and OperatorFigure 3.1 Possible Outcomes for MAR Based on Size of Developers and Commercial InterestFigure 4.1 MAR Revenues by Market SectorFigure 5.1 Google WalletFigure 5.2 Laster Technologies AR GlassesFigure 6.1 SWOT AnalysisFigure 6.2 Orange UK's GlastoNav

List of Tables in this Report

Table 1.2: Distinctions Between AR and MARTable 1.16: Dominant MAR Application TypesTable 1.17: MAR Market DriversTable 1.18: MAR Market ConstraintsTable 2.1: Early Japanese MAR EffortsTable 2.3: Global LTE Commitments by Country and OperatorTable 4.1: MAR Revenues by Market Sector  

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



To order this report:Phones and PDA Industry: Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016


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