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

Location-Based VR Remains a Highlight in the Industry, but IMAX Shows It Is Still Early Days

1Q 2019

IMAX had high hopes for VR being a big draw, but foot traffic at IMAX’s VR arcades failed to meet expectations. This does not mean VR is a doomed technology, however, but resetting expectations and identifying valuable immersion scenarios versus gimmicks will be good areas on which to focus for the future.


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.

Analyst Support

Every client is assigned a key member of our research team, based on their organization’s needs and goals. And, an unlimited number of Analyst Inquiry calls are available to answer your specific questions.

Eric Abbruzzese

Principal Analyst

Michael Inouye

Principal Analyst

Khin Sandi Lynn

Industry Analyst

Nick Finill

Senior Analyst

Stuart Carlaw

Chief Research Officer

Ryan Martin

Principal Analyst

Eleftheria Kouri

Research Analyst

Dominique Bonte

Vice President, Verticals/End Markets


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?