Report Forecasts Growth for Augmented Reality Applications Across Education and Mobile Shopping
UNITED KINGDOM — Consumers’ first taste of Augmented Reality (AR) has so far come from predominantly gimmicky marketing apps built for today’s smartphones. However, a new study from ABI Research predicts that it won’t be long before the next, more meaningful wave of AR apps will start appearing. The verticals driving this wave will include interactive print, mobile shopping, and children’s education.
Meanwhile, there is little doubt that the future of AR is not in smartphones or tablets, but in more natural, eyewear-based interfaces. The real question is when that future will actually begin. Could Google’s widely-discussed Project Glass, for example, already mark the start of this paradigm shift?
Senior analyst Aapo Markkanen advises to temper such expectations. “The issue here is that for any eyewear to enable appealing use cases it needs to have lenses that are large, light, and aesthetic. The display technology of those lenses needs to be more sophisticated than anything available today, and they will also need to support constant wireless connectivity for long periods of time. And all this needs to be delivered with a bearable battery life. It’s a circle whose squaring will take longer than five years.”
Companies providing software platforms for the development of AR applications stand to reap large rewards from the evolution of AR. Much of the current developer interest owes to Qualcomm and its Vuforia platform, but there are also a number of other players aiming high.
“Vuforia’s arrival in the market has pulled augmented reality almost single-handedly to the smartphone era,” adds senior practice director Jeff Orr. “While doing so, it has also prompted industry incumbents, such as metaio and Total Immersion, to innovate further and make their software more accessible to developers. HP’s Aurasma could prove a similar catalyst for innovation, considering all the potential of its image-recognition technology.”
These findings are from ABI Research’s Mobile Application Enabling Technologies Research Service, which takes a deep dive into various technologies that enable new and transformative applications. This research involves identifying early signals of how advances in areas such as Augmented Reality, HTML5, NFC, and Voice Recognition are translating into developer activity, as well as visionary predictions on how these enablers may reshape the industry in the future.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.