Augmented & Virtual Reality

The Augmented and Virtual Reality (AR/VR) service covers enterprise and consumer applications, services, hardware, and platforms relating to digital visualization. It focuses on technologies and use cases that provide value through data visualization and immersive experiences. It quantifies market opportunities across the value chain for both AR and VR, head-worn and handheld form factors, while identifying enabling technologies within and across markets such as smart industry, edge compute, machine learning, and 5G. The service supports quantitative data with qualitative analysis and insight, and special attention is paid to forward-looking use cases and technologies, realistic value to users, and return on investment for customers.

Featured Research

Augmented and Virtual Reality Device Connectivity

As Augmented Reality (AR) and Virtual Reality (VR) applications start to move into different verticals, connectivity option becomes a critical feature in determining the success of a hardware platform. Existing AR and VR hardware devices rely heavily on Wi-Fi and Bluetooth, and for good reasons. Both are low cost options with easy implementation. In addition, there is no doubt that Wi-Fi and Bluetooth connectivity continues to improve.

While Wi-Fi and Bluetooth connectivity are extremely reliable low-cost option for indoor applications, outdoor AR and VR usage will require ubiquitous wireless connectivity which Wi-Fi and Bluetooth simply cannot provide. At the moment, the most ubiquitous connectivity option is LTE. Unfortunately, LTE network does not have the network bandwidth, throughput or low latency to meet the requirements of AR and VR applications. As such, the impending commercial 5G network will be the ideal solution.


Reports & Data

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Executive Foresights

Microsoft and Others Use Mobile World Congress to Debut New AR Hardware and Use Cases

1Q 2019

As always, Mobile World Congress (MWC) this year brought the latest announcements and demos in the mobile device and connectivity marketplace. Augmented Reality has had an increasing presence at MWC over the past few years, and this year was no exception. Along with the expected 5G and new handset announcements, Microsoft showed their next generation HoloLens. A few days earlier, the company also revealed plans for a dedicated HoloLens mobile app for remote expertise, rounding out the Microsoft AR ecosystem. Vuzix also showed their new M400 AR device at the show. While it is perhaps surprising that these reveals were done at MWC over CES or another show, there is a clear connection between connectivity, mobile devices, and augmented reality. Enabling novel use cases and enhancing existing ones are both being explored in AR, whether through 4G today or 5G tomorrow, and this discussion is supported by the latest and greatest handset technology, alongside the smart glasses announcements.


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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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?