Skip to main content

Marketers are Exploring Mobile Augmented Reality Apps

The mobile software apps industry has continued its creative evolution; as an example, adopting better image recognition. This is a positive advancement for the mobile platform, as it will enable a greater range of applications. In particular, savvy digital marketers will benefit from the new capabilities.

Juniper Research has found that annual revenues from mobile augmented reality (AR) services and applications will reach $1.2 billion by 2015 -- that's up from just over $180 million last year.

Juniper's latest global market study found that games -- which accounted for more than 40 percent of AR downloads in 2013 -- will continue to deliver the largest revenue stream for the foreseeable future.

However, it observed that with AR increasingly deployed within mainstream lifestyle, enterprise and general entertainment applications, each of these sectors should achieve annual mobile AR revenues in excess of $1 billion within 5-6 years.


How Brand Engagement is Boosting Adoption

According to the study findings, consumer adoption of AR applications was being increasingly fueled by the wider engagement of brands and retailers with mobile channels over the past 12-18 months.

With the mobile internet now recognized as a primary engagement channel, packaged goods brands -- such as Unilever, Nestle and Heinz -- have identified AR as a key means of enhancing and increasing engagement within marketing campaigns.

It also highlighted the fact that while revenues would primarily be driven via smartphones, there was considerable potential for AR app monetization through smart wearable devices.

The Google Glass collection will be commercially launched later this year, while Samsung is rumored to be showcasing its own smart glasses before the end of 2014.

However, Juniper also cautioned that AR stakeholders needed to continue to increase market awareness of the technology, while the prospect remained for the introduction of legislation constraining or even prohibiting certain applications of AR on safety, privacy and libel grounds.

Other findings from the market study include:
  • AR app user numbers will approach 200 million by 2018.
  • Developers must be aware of device limitations when scoping out AR software applications.

Popular posts from this blog

European AI to Reach $47.6 Billion in 2024

The European Artificial Intelligence (AI) and Generative AI (GenAI) market will reach $47.6 billion in 2024 and record a compound annual growth rate (CAGR) of 33.7 percent over the 2022-2027 forecast period. Europe represents around one-fifth of the global AI market according to the latest worldwide market study by International Data Corporation (IDC). While the share of GenAI reached only 9.6 percent of the total European AI market in 2023, it is increasing rapidly. Investment in GenAI will grow more than three times as fast as spending on the rest of the artificial intelligence market. As a result, GenAI will be more than a quarter of the European AI market in 2027. European AI Market Development Software will be the largest technology segment in 2024, with a market value higher than hardware and services combined. Furthermore, software is expected to have the fastest growth during 2022-2027, driven by demand for AI applications and platforms. The share of hardware technologies will