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Opportunities for Augmented Reality: 2013-2020, A MARKET FORECAST AND TECHNOLOGY ASSESSMENT

This new report from SmarTech Markets Publishing provides a comprehensive and granular ten-year forecast for revenue generation - from hardware, software and advertising services -- in the burgeoning Augmented Reality (AR) market. It also assesses the latest business models being put forward by leading edge AR firms and analyzes existing AR applications to understand their success and their flaws.

In addition to forecasts and market analysis, this report contains strategic profiles of twenty-eight leading AR firms with SmarTech's take on where they are headed and there likelihood for future success.

Giants such Apple, Google, HP and Microsoft see AR as both a way to boost their traditional businesses and as a gateway into new markets. At the same time innovative AR start-ups are attracting funding for both platforms and AR-driven applications aimed at specific industry sectors such as retail, education or computer gaming. But AR opportunities are not in any way limited to software packages. AR will also drive demand for new types of hardware such as gesture control and especially head mounted displays.

Given the strong and immediate opportunity potential for AR, SmarTech Markets Publishing has created this report as a key strategic input for all senior executives planning AR product/market policies for their firms. This report will also be essential reading for investors who are looking to take equity positions in AR firms.

By reading this report:

  • Software firms will gain insight from our assessments of the past successes and failures of AR firms as well as our projections of how these companies will seek to evolve their business models over the next few years. Our roadmaps for the major AR platforms will also serve as an important input for product planning at all firms involved in the
  • Companies in the Display Industry will better understand the opportunities that AR will present to them in the form of transparent displays, head-mounted displays and active contact lenses
  • R&D organizations developing novel sensors, input technology and other component level products will be able to quantify the addressable markets for their AR-related technology and how these markets will develop over the next decade
  • Advertising agencies and retailers will be able to quantify the advertising potential of AR promotional activity and see what has worked in the AR advertising space to date
  • Investors will gain a better understanding of how AR ventures are being financed and what the expected returns are likely to be

Table of Contents

Part 1: Guidance: Strategies for Successful Revenue Generation in the AR Market

  • 1.1. Augmented Reality: State of the Art, Beliefs About the Future
    • 1.1.1. A Working Definition of Augmented Reality
    • 1.1.2. Mobility is WAhat Has Made Augmented Reality Real!
    • 1.1.3. AR Today: Joys and Frustrations
  • 1.2. Three Reasons to Treat Augmented Reality as a Serious Business Opportunity
  • 1.3. Augmented Reality and Market Reality: Is AR the Next Bubble?
  • 1.4. A Niche-Oriented Scenario for AR's Future
  • 1.5. AR Productizations
    • 1.5.1. AR Software: Platforms and Applications
    • 1.5.2. AR Hardware: Inputs and Outputs
    • 1.5.3. AR, Advertising and Services
  • 1.6. Scope of this Report: Software, Services and Hardware
  • 1.7. Forecasting Methodology Used in This Report
  • 1.8. Alternative Scenarios for AR
  • 1.9. Investment Patterns in the AR Sector
  • 1.10. Summary of Key Points in Part 1

Part 2: Addressable Markets for Augmented Reality Technology

  • 2.1. The Seven Core Markets for Augmented Reality
  • 2.2. Retail and Promotional Applications for AR
    • 2.2.1. The Business Case for AR in Retail and Advertising Applications
    • 2.2.2. Case Studies of Successful AR Projects in the Retail and Advertising Sector
    • 2.2.3. Ten-Year Forecast of AR-Related Retail and Advertising Revenues
  • 2.3. Education and Instruction Manuals
    • 2.3.1. The Business Case for AR Instruction Manuals
    • 2.3.2. The Business Case for AR-Based Educational Texts
    • 2.3.3. Case Studies of AR-based Education and Books
    • 2.3.4. Ten-Year Forecast of AR-Based Education and Instruction
  • 2.4. Entertainment and Gaming
    • 2.4.1. The Business Case for AR in Video Games and Social Networking
    • 2.4.2. Actual and Potential Applications for Sports-Related AR
    • 2.4.3. Actual and Potential Applications for AR in Movies and Television
    • 2.4.4. Case Studies of AR in Entertainment and Gaming
    • 2.4.5. Ten-Year Forecast of AR-Based Entertainment and Gaming
  • 2.5. Navigation and Travel
    • 2.5.1. The Business Case for AR-Enhanced Navigation
    • 2.5.2. AR and Sight Seeing
    • 2.5.3. Case Studies of AR-Enhanced Navigation
    • 2.5.4. Ten-Year Forecast of AR in Navigation and Travel
  • 2.6. Architecture and Design
    • 2.6.1. The Business Case for AR in Professional Design and Architecture
    • 2.6.2. Actual and Potential Consumer Design Applications for AR
    • 2.6.3. Case Studies of AR in Design and Architecture
    • 2.6.4. Ten-Year Forecast of AR in Design and Architecture
  • 2.7. Military and Government
    • 2.7.1. Actual and Potential Applications of AR in the Military
    • 2.7.2. Actual and Potential AR for Firefighters and Police
    • 2.7.3. Case Studies of AR in the Military and Government
    • 2.7.4. Ten-Year Forecast of AR for Military and Government
  • 2.8. Medicine, Healthcare and Science
    • 2.8.1. Business Case of AR in Medicine and Healthcare
    • 2.8.2. AR and Scientific Simulation
    • 2.8.3. Case Studies of AR in Medicine, Healthcare and Science
    • 2.8.4. Ten-Year Forecast of AR in Medicine, Healthcare and Science
  • 2.9. Summary of Ten-Year AR Market Forecasts
  • 2.10. Summary of Key Points in Part 2

Part 3: A Business Assessment of Current and Future Augmented Reality Products

  • 3.1. AR Software
    • 3.1.1. AR Sustaining Platforms
    • 3.1.2. General-Purpose AR Tools and Applications
    • 3.1.3. Single-Purpose AR Applications
    • 3.1.4. Ten-Year Forecast of AR Software
    • 3.1.5. Assessment of AR-Related Opportunities for the Software Industry
  • 3.2. AR Displays
    • 3.2.1. Transparent Displays for Cell Phones and Tablets
    • 3.2.2. Wearable Displays: Current Products and Suppliers
    • 3.2.3. How Wearable Displays will Transform the AR Space
    • 3.2.3. AR Contact Lenses and Retinal Displays: Research Trends and Productization
    • 3.2.4. Ten-Year Forecast of AR Displays
  • 3.2.5. Assessment of AR-Related Opportunities for the Display Industry
  • 3.3. Input Technology Alternatives for the AR Sector
    • 3.3.1. Image and Video
    • 3.3.2. Touch and Gesture Recognition
    • 3.3.3. Speech Recognition
    • 3.3.4. Ten-Year Forecast of AR Input Technologies
    • 3.3.5. Assessment of AR-Related Opportunities for Input Technologies
  • 3.3. Summary of Key Points in Part 3

Part 4: Firms to Watch in the AR Space

  • 4.1. Who to Watch?
    • 4.1.1. Movers and Shakers and AR Environment Makers
    • 4.1.2. AR Start-Ups and Pure Plays
    • 4.1.3. The Hidden AR Firms
  • 4.2. SmarTech's Twenty-Eight Augmented Reality Firms that Matter
  • 4.3. Apple: Can Make AR Happen
    • 4.3.1. The Future of AR on the Apple Computing Platform
    • 4.3.2. Apple, AR and Head-Mounted Displays
    • 4.3.3. SmarTech's View on the Future of Apple-Based Augmented Reality
  • 4.4. CrowdOptic
    • 4.4.1. SmarTech's View on CrowdOptic
  • 4.5. Digimarc
    • 4.5.1. SmarTech's View on Digimarc in AR
  • 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
    • 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. 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. IBM's AR Shopping App
    • 4.13.2. SmarTech's View on the Future of IBM in AR
  • 4.14. Innovega
    • 4.14.1. SmarTech's View of Innovega
  • 4.15. Intel
    • 4.15.1. SmarTech's View on the Future of Intel in AR
  • 4.16. iOnRoad
    • 4.16.1. SmarTech's View of iOnRoad
  • 4.17. Layar
    • 4.17.1. The Layar Reality Browser
    • 4.17.2. SmarTech's View of Layar
  • 4.18. Metaio
    • 4.18.1. SmarTech's View of Layar
  • 4.19. Mobilizy
    • 4.19.1. SmarTech's View of Mobilizy
  • 4.20. Microsoft
    • 4.20.1. Microsoft and AR Glasses
    • 4.20.2. Other AR Projects at Microsoft
    • 4.20.3. SmarTech's View on the Future of IBM in AR
  • 4.21. Nokia
    • 4.21.1. SmarTech's View on the Future of Nokia in AR
  • 4.22. Occipital
    • 4.22.2. SmarTech's View of Occipital
  • 4.23. Orgmento
    • 4.23.1. SmarTech's View of Orgmento
  • 4.24. Qualcomm and Blipper
    • 4.24.1. Blipper
    • 4.24.2. SmarTech's View on the Future of Qualcomm in AR
  • 4.25. ST-Ericsson
    • 4.25.1. SmarTech's View of ST-Ericson in AR
  • 4.26. Snapette
    • 4.26.1. SmarTech's View of Snapette
  • 4.27. Telibrahma
    • 4.27.1. SmarTech's View of Telibrahma
  • 4.28. Total Immersion
    • 4.28.1. SmarTech's View of Total Immersion
  • 4.29. Tonchidot
    • 4.29.1. SmarTech's View of Tonchidot
  • 4.30. TourWrist
    • 4.30.1. SmarTech's View of TourWrist
  • 4.31. Zugara
    • 4.31.1. SmarTech's View of TourWrist

LIST OF EXHIBITS

  • Exhibit 1-1: Augmented Reality Today: Joys, Frustrations and Likely Evolution
  • Exhibit 1-2: Four Generic AR Product/Market Strategies
  • Exhibit 1-3: Potential Giants of Augmented Reality
  • Exhibit 1-4: The AR Value Chain
  • Exhibit 1-5: Recent VC and Strategic Investments in AR
  • Exhibit 2-1: The Seven Key Markets for Augmented Reality
  • Exhibit 2-2: Ten-Year Forecast of AR-Related Retail and Advertising Revenues, by Application
  • Exhibit 2-3: Ten-Year Forecast of AR-Related Retail and Advertising Revenues by Service and Software Type
  • Exhibit 2-4: Ten-Year Forecast of AR-Related Education and Instruction by Application
  • Exhibit 2-5: Ten-Year Forecast of AR-Related Education and Instruction by Service and Software Type
  • Exhibit 2-6: Ten-Year Forecast of AR-Related Entertainment and Gaming by Application
  • Exhibit 2-7: Ten-Year Forecast of AR-Related Entertainment and Gaming by Service and Software Type
  • Exhibit 2-8: Ten-Year Forecast of AR-Related Navigation and Travel by Application
  • Exhibit 2-9: Ten-Year Forecast of AR-Related Navigation and Travel by Service and Software Type
  • Exhibit 2-10: Ten-Year Forecast of AR-Related Architecture and Design by Application
  • Exhibit 2-11: Ten-Year Forecast of AR-Related Architecture and Design by Service and Software Type
  • Exhibit 2-12: Ten-Year Forecast of AR in the Military and Government by Application
  • Exhibit 2-13: Ten-Year Forecast of AR in the Military and Government by Service and Software Type
  • Exhibit 2-14: Ten-Year Forecast of AR in Medicine, Healthcare and Science by Application
  • Exhibit 2-15: Ten-Year Forecast of AR in Medicine, Healthcare and Science by Service and Software Type
  • Exhibit 2-16: Summary of Ten-Year Forecast of AR Markets by Applications
  • Exhibit 2-17: Summary of Ten-Year Forecast of AR Markets by Service and Software Types
  • Exhibit 3-1: Types of AR Displays
  • Exhibit 3-2: Wearable Displays: Key Suppliers and Products
  • Exhibit 3-3: Ten-Year Forecast of AR Display Shipments
  • Exhibit 3-4: Types of AR Input Technology
  • Exhibit 3-5: Ten-Year Forecast of AR Input Technology
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