Mobile Augmented Reality - Opportunities, Forecasts & Strategic Analysis 2011-2015
Juniper Research Limited
February 1, 2011 97 Pages - SKU: JUN6278566
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Strategic Market Opportunities
Extensive Forecasting Chapters
Key Growth Areas Identified
This highly anticipated second edition report provides extensive analysis of the emerging mobile augmented reality market, tracking its rapid development over the past 12 months. It examines the opportunities for mobile AR and provides forecasts for each core segment (location based search; mobile games; multimedia & entertainment; lifestyle & healthcare; education & reference; social networking; and, enterprise).
Within three extensive forecasting chapters this industry benchmark report provides market projections by each category for apps and services which are monetised via point of sale revenues (split by usage, number of downloads per annum, cost per download, , and total download revenues) incremental revenues (including subscriptions, licences and upsold content) and advertising revenues.
The report also provides an in-depth analysis of currently available mobile AR applications, studying the relative proportion of AR titles by category, together with an assessment of the comparative strengths and weaknesses of business models poised to predominate. It also examines which are likely to be the key growth areas in mobile AR evaluating the opportunities for enterprise, retailers, games and mobile search
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Additional InformationCompanies Referenced
Apple, ARtours, Barclaycard, BeenVerified.com, BuUuk, Carlsberg, Comverse, eBay, Fabrique, Fishlabs, GetJar, Google, Hunter Research & Technology, Layar, Logica, Mattel, metaio, mobile13, Mobilizy, Nokia, Optricks Media, Qosmo, Qualcomm, PIAS Mobile, RIM, Samsung, SAP, The Astonishing Tribe (TAT), THQ Wireless, Tonchidot, Total Immersion, Vertigore.
- Executive Summary
- 1. The Development of Mobile Augmented Reality
- 1.1 Introduction
- 1.2 What is Augmented Reality?
- 1.3 Augmented Reality via the Mobile
- 1.3.1 How it Works
- 1.3.2 Enabling Technologies
- i. QR Code
- Figure 1.1: Two-Dimensional Barcode (QR Code)
- a. Case Study: N Building - Augmented Reality Facades
- Figure1.2: N Building
- ii. Image Recognition
- iii. Facial Recognition
- a. Case Study: Total Immersion
- Figure 1.3: Screenshots of Total Immersion/Atol iPhone App
- b. Case Study: Comverse
- iii. Markerless Tracking
- 1.4 Key Drivers for Mobile AR
- 1.4.1 Accelerating Consumer Adoption of Smartphones
- Figure 1.4: Installed Smartphone Base (m) Global Split by AR Capable/Other 2008-2010
- 1.4.2 The Rise of the App Store
- i. Case Study: Barclaycard Waterslide Extreme
- Figure 1.5: Fishlab's Barclaycard-Branded Waterslide Extreme on the iPhone
- ii. Case Study: Carlsberg Can Catch
- Figure 1.6: Carlsberg Can Catch
- 1.4.3 Mobile Internet Adoption is Increasing
- Figure 1.7: Mobile Internet User Base (m) Split By 8 Key Regions 2006-2010
- 1.4.4 Brands Are Recognising the Potential of Mobile Distribution Channels
- 1.4.5 The Rise of mCommerce
- 2. The Opportunity for Augmented Reality on the Mobile
- 2.1 Introduction
- 2.2 The Evolution of the Mobile Augmented Reality Market
- Figure 2.1: Evolution of Mobile AR Market, 2009-2015
- 2.2.1 Case Study: Google Goggles
- Figure 2.2: Google Goggles
- 2.2.2 Case Study: Qualcomm AR SDK
- Figure 2.3: Prototype Rock Em Sock Em AR Game
- 2.2.3 Case Study: RIM acquires TAT
- 2.3 Key Areas for AR App Deployment
- Figure 2.4: Relative Prevalence of AR App Titles Split By 6 Categories (Location-based Search, Multimedia & Entertainment, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010 (n=100 titles)
- Figure 2.5: Relative Prevalence of Paid AR App Titles Split By 5 Categories (Local Search, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010 (n=48)
- Figure 2.6: Average Retail Price Point for AR Applications ($) Split By 5 Categories (Local Search, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010
- 2.3.1 Location-Based Search
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: Layar
- v. Case Study: Wikitude World Browser and Wikitude Drive
- Figure 2.7: Wikitude World Browser Screen Shot
- 2.3.2 Social Networking
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: Sekai Camera
- Figure 2.8: Sekai Camera Screenshot
- Figure 2.9: Sekai Apps Screenshots: Sekai Café AR, Ka-Boom!, Sekai Hero
- 2.3.3 Games
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: ARdefender
- Figure 2.10: ARdefender Screenshot
- v. Case Study: Star Wars Arcade: Falcon Gunner
- Figure 2.11: Star Wars Arcade: Falcon Gunner Screenshot
- 2.3.4 Lifestyle & Healthcare
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: junaio
- Figure 2.12: junaio 2.0 Schematic
- Figure 2.13: Sausilitoes AR ad Campaign
- 2.3.5 Education & Reference
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: Stedelijk Museum (ARtours)
- 2.3.6 Multimedia & Entertainment
- i. Definition
- ii. AR Market Status
- iii. AR Opportunity
- iv. Case Study: Gorillaz - Escape to Plastic Beach
- Figure 2.14: Gorillaz - Escape to Plastic Beach Screenshot
- 2.3.7 Enterprise Solutions
- i. Definition
- ii. AR Opportunity
- 2.4 Monetising Augmented Reality
- 2.4.1 Pay-Per Download
- 2.4.2 Freemium: AR Lite
- 2.4.3 Free to Download/Ad-funded
- 2.4.4 Preinstalled AR apps
- 2.5 The Market for Mobile Augmented Reality Services and Products
- Figure 2.15: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010-2015
- Table 2.2: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010-2015
- Figure 2.16: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2010-2015
- Table 2.3: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2010-2015
- Figure 2.17: Mobile AR Categories ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2015
- Table 2.4: Mobile AR Categories ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2015
- 3. Barriers to AR Deployment and Adoption
- 3.1 Introduction
- 3.2 Public Awareness
- 3.3 Demonstrating that AR Can Add Value
- 3.4 Meeting Expectations
- 3.5 User Interface
- 3.6 Addressable Market
- 3.7 Visibility/Reach
- 3.8 Technological Limitations
- 3.9 Safety
- 3.9.1 Privacy, Libel & Obscenity
- i. Privacy
- a. Case Study: Google Street View
- ii. Copyright
- iii. Libel/Obscenity Laws
- 4. The Market for AR Downloads: POS
- 4.1 Introduction
- 4.2 Methodology
- Figure 4.1: Bottom-Up Methodology for Derivation of AR Point-of-Sale/Download Revenues
- 4.3 AR-enabled Handsets Subscriber Forecast
- 4.3.1 Global Mobile Handset Forecasts
- Figure 4.2: Global Mobile Handset Installed Base Forecast (m) Split by 8 Key Regions 2009 - 2015
- Table 4.1: Global Mobile Handset Installed Base Forecast (m) Split by 8 Key Regions 2009 - 2015
- 4.3.2 AR Handset Forecasts
- Table 4.2: Percentage of Handsets Equipped with AR Capability Split by 8 Key Regions 2008-2015
- Figure 4.3: Handsets with AR Capabilities (m) Split by 8 Key Regions 2009-2015
- Table 4.3: Handsets with AR Capabilities (m) Split by 8 Key Regions 2009-2015
- 4.4 Mobile AR Service Users and Usage
- Table 4.4: Percentage of AR Handset Users Who Use AR Apps and Services Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015
- Figure 4.4: Number of AR Handset Users Who Use AR Apps and Services (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015
- Table 4.5: Number of AR Handset Users Who Use AR Apps and Services (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015
- 4.5 The Point-of-Sale Market for AR Services and Applications
- Figure 4.5: Average Number of AR App Downloads per User per Year Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Table 4.6: Average Number of AR App Downloads per User per Year Split by 7 (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) Categories 2010-2015
- Figure 4.6: Total Number of AR App Downloads Per Year (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Table 4.7: Total Number of AR App Downloads Per Year (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- 4.5.1 Retail Revenues of AR Applications
- Table 4.8: Percentage of App Downloads Which are Paid for Onstore Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Figure 4.7: Number of AR App Downloads Which are Paid for (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Table 4.9: Number of AR App Downloads which are Paid for (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2014
- Table 4.10: Mobile AR Apps, Price per Download ($) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Figure 4.8: Mobile AR Apps, Retail Value ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- Table 4.11: Mobile AR Apps, Retail Value, ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
- 5. The Market for Mobile AR Apps - Incremental Revenues
- 5.1 Subscriptions, Licences and Value-Added Content
- 5.2 Methodology
- Figure 5.1: Bottom Up Methodology for Derivation of Incremental AR App Revenues
- 5.3 Incremental Users & Usage
- Table 5.1: Percentage of Downloaded AR Apps That Upsell VAS Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Figure 5.2: Number of AR Apps That Upsell VAS, Upsold Content (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Table 5.2: Number of AR Apps That Upsell VAS, Upsold Content (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Figure 5.3: Average Number of AR VAS Sold Per Upselling Download Split by 6 Categories (Location-based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Table 5.3: Average Number of AR VAS Sold Per Upselling Download Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Figure 5.4: Total Number of AR VAS Sold (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Table 5.4: Total Number of AR VAS Sold (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- 5.4 Incremental Revenues of AR Applications
- Table 5.5: Price per VAS ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Figure 5.5: AR Apps, Upselling Revenues ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- Table 5.6: AR Apps, Upselling Revenues ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
- 6. The Market for Mobile AR Apps - Advertising
- 6.1 Introduction
- 6.2 Methodology
- Figure 6.1: Bottom Up Methodology for Derivation of Mobile AR App Revenues
- 6.3 Ad-Funded AR ,Sessions,
- 6.3.1 Average Usage Levels
- Figure 6.2: Average Number of AR Sessions per Service User Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.1: Average Number of AR Sessions per Service User Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Figure 6.3: Total Number of Usage Sessions of AR Apps and Services (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.2: Total Number of Usage Sessions of AR Apps and Services (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.3: Percentage of Sessions Resulting in Clickthroughs of Sponsored AR Links Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- 6.4 AR Ad-funded Sponsored Sessions and Response Rates
- Figure 6.4: Total Number of Sponsored Sessions (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.4: Total Number of Sponsored Sessions (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.5: Average Number of Clickthroughs per Sponsored Session Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Figure 6.5: Total Number of AR-enabled Clickthroughs Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.6: Total Number of AR-enabled Clickthroughs Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- 6.5 AR Advertising Costs and Revenues
- Table 6.7: CPC (Cost per Clickthrough) Rates for AR Advertising ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Figure 6.6: Total Mobile AR-related Adspend ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Table 6.8: Total Mobile AR-related Adspend ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
- Glossary
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