Augmenting Reality: Big Things Have Gimmicky Beginnings

Market Insight

We are still going through what I have described as the “first wave” of AR applications, often commissioned by consumer brands that have wanted to add some seemingly exotic flavor to their smartphone strategy. If I were asked to name the three most promising application verticals for the forthcoming, more meaningful “second wave” of mobile AR, I would pick publishing, sales demonstrations, and children’s education. When it comes to the underlying technology, it is obvious that AR is evolving away from the geo-based applications to those that are vision-based; AR is destined to evolve into a notably disruptive force in the tech industry.

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