Mobile Augmented Reality 2011-2016

Executive Summary
E1. The Immanent Realisation of the Mobile Augmented Reality Concept
E2. Technological Convergence and the Future of MAR
E3. The Evolution of MAR
E4. Key Statistics

Chapter 1: Analysing Mobile AR
1.1 What is Mobile AR?
1.1.1 Definition
1.1.2 AR Applications
1.1.2 Why is MAR Being Hailed as Revolutionary Technology?
1.1.3 MAR for Sustaining Growth in Application and Smartphone Market
1.2 Mobile AR Lifecycle Stage
1.3 Business Case for MAR
1.3.1 Customer Segments
1.3.2 Value & Cost Structure
1.3.3 Key Partners
1.4 Drivers and Restraints for Widespread MAR Growth
1.4.1 Market Drivers
1.4.2 Market Restraints
1.5 The Aim of this Report
1.5.1 Key Questions Answered by the Report
1.6 Report Structure
1.7 Report Scope
1.8 Target Audience
1.9 Methodology
1.10 Initial MAR Deployments

Chapter 2: Current Market Status of MAR
2.1 Analysis of MAR Market Segment
2.1.1 Location Based MAR Services
2.1.2 Mobile Gaming
2.1.3 Reference/Education
2.1.3.1 Augmented Books
2.1.3.2 Educational Software Development
2.1.3.1 Case Study: Street Museum
2.1.3.2 Pocket Universe
2.1.3.3 Natural History Museum AR Experience
2.1.4 Social Networking
2.1.4.1 Tagwhat
2.1.5 Travel/Navigation
2.1.6 Advertising
2.1.6.1 Case Study: iButterfly
2.1.7 Medical
2.1.7.1 Ultrasound Visualisation
2.1.8 Augmented ID
2.1.8.1 Current Limitations and Future Possibilities
2.1.9 Spatial Displays
2.2 The Smartphone Industry
2.2.1 iPhone's Intuitive UI accelerates MAR app development
2.3 Enterprise Applications
2.3.1 SAP AR Explorer
2.4 Wikitude

Chapter 3: Barriers and Challenges
3.1 Will Developers Seek to Build On-Board MAR Apps into Next Generation Mobile Devices?
3.2 What are the Technical Hurdles to MAR?
3.3 Object Recognition, Visual Search and True MAR
3.4 Visual Search
3.5 Which categories of MAR are likely to be the most successful?
3.6 Supermarket Marketing Techniques
3.7 What strategies should brands employ in order to engage the MAR market in the most successful manner?
3.8 What has been the response to MAR so far from consumers and enterprise customers?
3.9 What is the impact of MAR of Mobile Advertising?
3.10 Advertising Spending in Social Media
3.11 Smartphone adoption is critical to the adoption of MAR in a region
3.12 Technological enablers
3.12.1 Mobile Broadband
3.13 MAR User Experience

Chapter 4: Market and Opportunities
4.1 Country Markets
4.1.1 US and Canada MAR Markets
4.1.2 Adobe and Total Immersion alliance
4.1.3 Top selling AR app on the US iTunes Store
4.2 European MAR Market
4.2.1 Layar
4.2.2 Nokia
4.3 Asian MAR Market
4.3.1 DoCoMo
4.3.2 NTT's T-Room
4.3.3 Tonchidot
4.4 South American MAR Market
4.4.1 Translational MAR Services
4.4.2 Coca Cola
4.4.3 IBM Virtual Mirror
4.4.3.1 The Kiosk Model
4.5 Australiasian MAR Market
4.5.1 PVI Collective
4.6 BRIC Country MAR Markets
4.6.1 Philips Electronics India
4.6.2 Indian Market
4.6.3 Russian MAR Campaigns
4.6.4 AR Door
4.7 Further Technological Advancements
4.7.1 MAR Glasses
4.7.1.1 LED Contact Lenses
4.7.2 AR HUD Displays in Cars
4.7.3 Externally Projected AR
4.8 Military MAR use

Chapter 5: Forecasts
5.1 Smartphone Technology Driven Growth
5.1.1 Processing Power
5.1.2 Mobile Broadband 2011 - 2016
5.2 User Behaviour in Adoption
5.3 Primary Growth Drivers
5.4 Entry of Larger Players
5.5 Key Statistics

Chapter 6: Recommendations and Conclusion
6.1 Recommendations
6.1.1 Vendors
6.1.2 Carriers
6.1.2.1 Investment Strategies
6.1.3 The First Steps to MAR Becoming Ubiquitous

Appendix A: About visiongain
Appendix B: Visiongain report evaluation form

List of Tables
Table 1.1 - Marker Based and Gravimetric AR system definitions
Table 1.2 - Global Smartphone App Customer Base 2009-2016 (millions)
Table 2.1 - Geo Tagged Data Types
Table 2.2 - GPS PoI Data Types
Table 2.3 - MAR Games Revenues Forecast 2011-2016
Table 2.15 - Key Mobile Coupon Advantages
Table 2.17 - Smartphones in use globally (units in millions)
Table 3.1 - Main Technical Hurdles to MAR Adoption in 2011
Table 3.2 - SWOT Analysis of Object Recognition and Visual Search
Table 4.1 - Regional Market Forecast 2011-2016 ($m, AGR %)
Table 4.1 - US MAR Market Forecast 2011-2016 (AGR, %)
Table 4.4 - US MAR Market Share by Vendor (units & %)
Table 4.9 - European MAR Market Forecast 2011-2016 (AGR, %)
Table 4.13 - Asian MAR Market Forecast 2011-2016 (AGR, %)
Table 4.20 - SWOT Analysis of the kiosk model AR
Table 4.22 - MAR Glasses Headsets Challenges
Table 4.23 - SWOT Analysis of MAR glasses headset interface
Table 5.1 - World Revenue Forecast 2011-2016

List of Charts
Chart 1.3 - Global MAR App Downloads in 2011 as a percentage of total smartphone App Downloads (%)
Chart 1.4 - Global MAR App Downloads in 2016 as a percentage of total smartphone App Downloads (%)
Chart 1.5 - Global App Downloads Forecast (millions)
Chart 1.6 - MAR Product Lifecycle
Chart 1.7 - Report Structure
Chart 2.4 - MAR Games Revenues Forecast 2011-2016
Chart 2.5 - MAR Games Revenues Growth Rate Forecast 2011-2016
Chart 2.9 - Most Popular Apps on the iPhone OS (Q1 2011)
Chart 2.10 - Most Popular Apps on the Blackberry OS (Q1 2011)
Chart 2.11 - Most Popular Apps on the Android OS (Q1 2011)
Chart 2.12 - Most popular Apps used on all other Smartphone OS (Q1 2011)
Chart 2.16 - Mobile Coupon Users by World Region (Users, millions)
Chart 2.18 - Number of Releases of MAR iPhone Apps by Month - May 2009-Nov 2010
Chart 2.19 - The Apple iPhone release timeline 2008-2011
Chart 2.20 - Global Smartphone OS Market Share Dec 2010
Chart 3.3 - Mobile Advertising Spend 2011-2016 ($, billions)
Chart 3.4 - Mobile Advertising Spend 2011 vs. 2016 (% change as total of all Mobile Advertising spend worldwide)
Chart 3.5 - Social Media Advertising Spend 2006-2010 ($, millions)
Chart 3.6 - Social Media Advertising Spend 2006-2010 (AGR %)
Chart 3.7 - Social Media Advertising Spend Forecast 2011-2016 ($, billions)
Chart 3.8 - Global distribution of smartphones by geographical region in 2011
Chart 3.10 - Smartphone user survey Q2 2010 'Will MAR improve the following areas of your life?'
Chart 4.2 - US MAR Market Forecast 2011-2016 ($, millions)
Chart 4.3 - US MAR Market Forecast 2011-2016 (AGR %)
Chart 4.5 - Table 4.2 - Market Share by Vendor (%)
Chart 4.6 - Smartphone penetration in the US - April 2009 - Dec 2010 (% of users)
Chart 4.7 - Smartphone penetration in the US Forecast - 2011-2016 (% of users)
Chart 4.10 - European MAR Market Forecast 2011-2016 ($, millions)
Chart 4.11 - European MAR Market Forecast 2011-2016 ($, millions)
Chart 4.14 - Asian MAR Market Forecast 2011-2016 ($, millions)
Chart 4.15 - Asian MAR Market Forecast 2011-2016 ($, millions)
Chart 4.21 - Mobile Subscriber Growth in India 2011-2016
Chart 5.2 - World Revenue Forecast 2011-2016
Chart 5.3 - World Revenue AGR 2011-2016 (%)
Chart 5.4 - Smartphone sales vs PC sales 2008-2012

List of Figures
Figure 2.6 - Street Museum Screenshots
Figure 2.8 - 'Who Do You Think You Really' Are Screenshot
Figure 2.13 - iButterfly Coupon Map
Figure 2.14 - iButterfly Screenshots
Figure 2.21 - Wikitude Screenshots
Figure 3.9 - UK 3G coverage Q4 2010
Figure 4.8 - Theodolite Screenshot
Figure 4.12 Nokia Point and Find - advanced OR system
Figure 4.16 - DoCoMo MAR Headset 2010 CEATEC
Figure 4.17 - AR Walker Headset
Figure 4.18 - NTT's T-Room
Figure 4.19 - Word Lens Translation, iPhone Screenshot
Figure 4.24 - LED Contact Lens Concept
Figure 4.22 - GM HUD Screenshot
Figure 4.24 - AR Projections
Figure 5.6 - LTE Industry Trend 2009-2030
Figure 5.7 - LTE broadband speed versus legacy wireless standards