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Subscribe AR & Mixed Reality

ABI Research’s AR & mixed reality coverage examines enterprise end applications, services and platforms. We strive to identify, understand, and quantify the technologies, business models, and ecosystem components driving adoption. Central to this is a market purview that goes beyond AR/MR hardware to capture software and service opportunities–in terms of both revenues and, ideally, cost savings– for a cohesive view of the supplier market.

Featured Research

Display Technology in Augmented and Mixed Reality

Augmented reality (AR), when viewed holistically, spans many markets, technologies, and services. Consumers and enterprises are participating, with use cases spanning from heavy industry to media and entertainment. At the heart of all of these use cases are the hardware components making up AR devices, whether they be head-worn or mobile devices. While each component is critical to device functionality, the most user-facing and noticeable component to AR is the display.

Mobile devices are currently in the AR spotlight on the back of Apple ARKit and Google ARCore SDKs, and with the expected uptick in AR usage for these mobile devices, discussions surrounding display types, benefits/drawbacks, and novel mobile display paths will come into play. With head-worn devices, the discussion surrounding displays is more varied. Microdisplays and waveguides, glanceable and direct see-through displays, OLED and LCOS, and more are examined along with the impact and use cases surrounding these technologies and ideas.

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Executive Foresights

Apple’s Continued Emphasis on Augmented Reality Strengthens Retail and Supports Realistic Consumer Applications

4Q 2018

In 2017—a pivotal year for the Augmented Reality (AR) market for a number of reasons—Apple’s ARKit and Google’s ARCore Software Development Kits (SDKs) were released. One year later, Apple continues to invest in ARKit and to show off the capabilities and potential uses of the SDKs. Google has been quieter on the matter, but the company’s upcoming hardware event in early October may also have some new AR-related announcements as the company pushes Google Lens and the wider Google ecosystem. For now, Apple’s AR showing has been stronger, and the most recent showcase—with significant retail potential and with well-received consumer-oriented AR examples—continues Apple’s strong AR momentum. This is combined with constantly flowing rumors of a novel AR or Mixed Reality (MR) device launch from the company in the next one to two years, with the rumors supported by continuing acquisitions and hiring in the space.

Insights

Amazon New App is Leveraging Apple’s Technology to Boost Revenue

4Q 2017

On November 1, 2017, Amazon announced an augmented reality option for its mobile app called “AR view”, which allows users to preview online products within their current environment, such as a home or business. The feature uses the mobile device’s camera and display to show a 3D rendering of products within their space. The customers can move the products around within the camera’s field of view, manipulate it, and get a general idea of what something might look like in their own environment.

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Webinar

Understanding an Uncertain Augmented Reality Market

While most of the market agrees that Augmented Reality is a revolution waiting to happen, questions surround why it still hasn’t. Growth potential is strong in enterprise, but barriers to adoption remain. The consumer market has a different albeit equally promising path, with even more barriers to identify and overcome. This webinar will present an introduction and refresh on the current AR landscape, identify these barriers, and present potential resulting outcomes.

This webinar will address the following questions:

  • How is the current AR market different than it was over the past few years?
  • What has been/will be the impact of mobile device augmented reality?
  • What are the most significant obstacles holding back AR, and how can these be addressed?
  • What other technologies and markets will impact AR?
  • What parallels are there between the consumer and enterprise AR markets that can be leveraged?

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