As per new research conducted by Juniper Research, entitled “Mobile Augmented Reality: Opportunities, Forecasts & Strategic Analysis 2011-2011,” mobile global revenues driven by increasing number of leading brands, retailers and mobile vendors investing in mobile augmented reality (AR) applications and services, is expected to reach $1.5 billion by 2015.
According to the report, from an eight million figure in 2009, the installed base of AR capable smartphones has reached up to 100 million units in 2010. The growth was fueled by AR apps gaining popularity among smaller development companies and researchers at technological institutes with support from the larger players. Some of the major developments highlighted in the Mobile Augmented Reality report included release of Qualcomm’s AR-software development kit for Android, availability of preloaded AR browsers within Samsung (News - Alert) handsets in selected markets as well as branded mobile advertising campaigns from Carlsberg and Coca Cola with featured AR elements.
At this week’s ITEXPO East 2011, the leading IP communications conference, mobile vendors presented at the 4GWE conference, which discussed the critical issues of how best to enable and exploit the mobile Internet. 4GWE explored the trends driving a shift toward an anywhere, anytime, broadband mobile network. The conference served as a gathering place for Mobile Network Operators, fixed carriers, handset manufacturers, mobile Internet device manufacturers, application providers, and venture capitalists.
Executives from mobile vendors including Skype, Google (News - Alert), Verizon, Motorola, AT&T, and more, expanded upon the operator's role in meeting the ever increasing demand for wireless services; how carriers will prioritize traffic in an age of mobility and never ending applications; the role of the device in delivering 4G applications; how the smartphone will improve productivity in the enterprise and at home; and the role of 4G technologies including WiMAX (News - Alert) 2.0, WiFi, and LTE.
In a release, report author Dr. Windsor Holden said, “One of the key benefits from this heightened activity is the fact that it generates press interest and public awareness: even if consumers don’t necessarily understand how it works, they can see real life examples of AR in action. Likewise, it serves to generate wider interest amongst brands and developers who can see potential applications for AR technology; it educates the market.”
With the last-minute deployments of AR elements to pre-existing apps, the report also discusses the hesitancy among developers and consumers in accepting AR apps as “real,” given that the use of AR was limited and had failed to engage successfully with the end user.