Mobile Augmented Reality (MAR) in 2011 is a market sector on the verge of commercial boom. While the proposed technology has been in discussion for many years, previous attempts at realising the potential of this interactive data-rich environment have been hindered by the technological advancement of the smartphone market and by narrowband mobile Internet.

Smartphones specification has increased to a point where they rival the power of PCs, providing all the tools required to run a rich MAR experience. This coupled with the widespread deployment of 3G wireless technologies, sets in place many of the technological enablers for next generation, content-rich media applications such as MAR.

Current market worth of the global MAR market is only $11 million in Q1 2011, but MAR will be one of the most significant growth markets in the communications and technology sectors over the five years to 2016.

 Our latest MAR report offers a comprehensive analysis of the global markets with regional breakdown. It also analyses the leading vendors and service providers who are using MAR technologies to increase their market dominance.

Containing 70 charts, tables and figures this report is the essential information source on the international Mobile Augmented Reality market.

Who needs access to this report?

• Equipment vendors
• Mobile core
• 3G networks
• Next Generation Networks
• Smartphone app development
• Fixed mobile convergence
• Augmented Reality development

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Table of Contents

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

Companies mentioned in report

20th Century Fox
Adobe
Aeroflot
Alcatel-Lucent
Amazon
Android
AOL
Apple
AR Door
Aspect
AT&T
Attenborough Studio
Audi
AutoCAD
Autodesk
BBC
Bell
Bharti Airtel
Blackberry
BMW
Boeing
BT
BT
Cable and Wireless
China Mobile
China Telecom
China Unicom
Cisco
Coca Cola
Covergirl
Craic Design
Darpa
DeNA
Deutsche Telecom
D'Fusion
Dialogic
DoCoMo
Ericsson
EZface
Facebook
Flickr
Ford Motor Co
ForgetMeNot
Foursquare
France Telecom
General Motors
Global Crossing
Google
Holition
HTC
Huawei
Hunter Research and Technology
IBM
iButterfly
Interactive Intelligence
Iryss
ISWC
iTacitus
KDDI
L'Oreal
Layar
LG
Linked In
London Underground
Marlboro
Maybelline
McDonalds
Metaio
Microsoft
Motorola
MSD Pharmaceuticals
MTS
Myspace
National Retail Federation
Natural History Museum
NEC
Ning
Nokia
Nortel
NTT
O2
Orange
Palm
Panasonic
Pandora
Paypal
Philips Electronics
Pocket Universe
Polar Rose
Quest Visual
RealFiction
Red Energy
Revit
Revlon
RIM
Samsung
Scansearch
Selfridges
Siemens
Skype
Sony Ericsson
Sprint
SREngine
Sydney Museum of Contemporary Art
Symbian
Tagwhat
Tandberg
Tata
Telecom Italia
Telefonica
TeliaSonera
Tesco
The Museum of London
The Tokyo Music Map Group
The Weather Channel
Tissot
T-Mobile
Tokyo Gas
TomTom
Tonchidot
Toshiba
Total Immersion
TraceMedia
T-Systems
Twitter
Ubiq
US Army
Verizon
Verizon Wireless
Vodafone
Wikitude
Winston
Yahoo
Yamada Denki
Youtube
Zenrin


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