Mobile augmented reality services market to reach $1.2 billion by 2015, says Juniper Research

Google Glass

Annual revenues from mobile augmented reality (AR) services and applications will reach $1.2 billion by 2015 from over $180 million last year, said Juniper Research.

Juniper Research, in its report called Mobile Augmented Reality: Smartphones, Tablets and Smart Glasses 2013-2018, said games, which accounted for more than 40 percent of AR downloads in 2013, will deliver the largest revenue stream for the foreseeable future.

However, 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.

The report said AR app user numbers will approach 200 million by 2018. Developers must be aware of device limitations when scoping out AR apps.

Google Glass

Consumer adoption of AR applications was being increasingly fuelled by the wider engagement of brands and retailers with mobile channels over the past 12-18 months. With mobile now recognised as a primary engagement channel, brands such as Unilever, Nestle and Heinz have identified AR as a key means of enhancing and increasing engagement within campaigns.

It also highlighted the fact that while revenues would primarily be driven via smartphones, there was considerable potential for AR app monetisation through smart wearables: Google Glass will be launched later this year, while Samsung is rumoured to be showcasing its own smart glasses before the end of 2014.

However, the report cautioned that AR stakeholders needed to continue to increase consumer 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.

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