Tim Ellis tellis@firstpartner.

net
Tom Heritage theritage@firstpartner.net
2010 Augmented Reality Market Map www.firstpartner.net +44 (0)870 874 8700
FirstPartner
Introduction Potential Applications
Welcome to the FirstPartner Augmented Reality Market Map. The Map shows
the industry ecosystem, identifies key players and identifies potential future Advertising AR is being used for:
E-commerce Online vendors are using Gaming Gaming is a key industry Computing AR has the potential to
Mobile Information Military The military have been
Education AR is being used for
revenue models. Mobile, internet and AR to enhance shopping for AR and is already revolutionise the AR application used to among the first adopters Interactive virtual story
print advertising. experience, such as showing promise with computing industry by superimpose local restaurant of AR in the F35 fighter books and professional
In 2008, Gartner identified AR as one of the top ten disruptive technologies Fixed locations: Kiosks, Zugara’s ‘Virtual Sony releasing the first using headset displays reviews, landmark facts, local jet and battlefield training for maintenance
for 2008 to 2012. AR has suceeded in moving from research with Digital Signage, Window changing room’ ever mass market AR instead of physical business info, opening times display equipment. personnel
Displays experience. game on the PS3. monitors. etc on camera image
demonstrations of possible vertical market applications into a developer
community supported by commercial toolkits. AR is experiencing interest at
present, particularly using mobile smartphone handset platforms, but is yet
to demonstrate significant user take up. A current concern is that these
smartphone platforms will not deliver an experience which will drive
adoption beyond an initial novelty take up.
Business Models
Adoption Trends
Adoption of AR has taken place in 2 vertical markets:
• Advertising & Marketing Ad Funded App Purchase Content Driven Subscription Based Featured Content
• Mobile Applications AR Market Stimulation The app is free to the end user The end user pays a fixed amount to Third parties pay to be featured within the The end user pays a fixed AR Market Stimulation
AR Browsers charge developers /
Advertising & Marketing but generates revenue through download the app, from then on all app as locations and relevent information amount per month to access the content providers for preferential
Initial AR products and campaigns Offers the best end user experienc
experience
Best Buy inserted a circular promoting a Toshiba laptop with marker based sponsored advertisments aspects of the service are free of charge which are presented to the end user content within the app placement within the app.
AR in a 43 million circulation Sunday newspaper in November 2009. have gained traction through of AR, but will require a mass market
marke
• About 6,500 tried out the advertisment (double Best Buy’s expectation). novelty. Momentum will need to stimulii
mulii to motivate investmentt in
• 78% of the these had a webcam to successfully use the AR content. be created through sustained end develo
developing
eloping high volume / low cost
• 12% clicked through to other Best Buy websites. user attractiveness. sensor,
sensor
sor, display and platfor
platform
Other AR campaigns include: Routes To Market produc
products.
Tag Heur - Allows users to print off a paper watch to wear in front of their Retail App Stores Professional Solutions
webcam & display the entire watch range on the users wrist before purchase.
Zugara - Online fashion retailer added AR to their website that allows users • Game • HMV • Amazon • Play • Android Market • Apple App Store • Ovi Store • Windows Store Wearable Displays
Direct supply
to view themselves wearing items of clothing on screen.
Mobile Applications
The integration of cameras along with compass and GPS positioning in
smartphones has provided a mobile AR applications platform. Currently
iPhone and Android handsets are attracting the majority of development
activity. Of note is the introduction of AR Browsers as a single application
framework. These are promoted through App stores, provide APIs for the
Manufacturer
Console
Console
r Computer
Home Computer
Operating System
Platforms
Operating System
Mobile Smartphone
Handset
by vendors

Wearable Computing
Head Mounted Display (HMD)
This type of augmented vision
overlays virtual information onto
a wearable display that is situated
in front of one or both eyes.
• Cybermind • Vuzix

developer community to deliver AR content into, and adopt an advertising Virtual Retinal Display (VRD)
based revenue model. A battle to establish a “standard” AR browser is
currently underway. Significant 2009 AR mobile investments were:
• Layar (Netherlands) - $1m VC funding and is preloaded on the Samsung
Galaxy Portal i5700 handset
• Tonchidot (Japan) - $4m for the Sekai Camera social AR service

Future Development
• Sony
• Microsoft
• Nintendo
• Playstation 3
• Xbox
• Wii
e • PC

* Requires webcam
• Mac • Windows • OS X • Symbian
• Apple
• RIM Blackberry
• Google
oogle Android
• Windows Mobile
• Nokia
okia N900
• Apple iPhone
• Blackberry
• HTC Hero
• HTCC HD2
lackberry Curve • Palm Pre
• Eurotech Group
• NEC
• ETH Zurich
Zypad
Zyp
Tele Scouter
QBIC
• WearIT@Work
• IBM
• Glacier Computer
VRD works by projecting virtual
images directly onto the eye’s
retina, producing what appears to
be a conventional display floating in
mid air.

The use of GPS and compass in smartphone devices is limiting application

development due to a lack of accuracy resulting in image wobble. The Near to Eye Displays
mobile platform is however seen as a viable AR platform, and its suitability
will be enhanced by multi sensor development. Development of the mobile
AR platform is expected to replace previous research into Wearable
Computing for mass market AR platforms.
Advances in Near To Eye displays are bringing the reality of lightweight
sunglass form factor head mounted displays closer to reality. These will need
to be significantly cost engineered to meet mass market cost / performance /
Agencies and Publishers are launching trial AR titles and campaigns to
measure end user interest. This is creating a pull through effect from the
developer community.
tn AR Browser community is driving

• Factory install
• Actively
nstall by sm
smartphone
ively driving develop
developer
g end userr adoption
commun
ne vendors
aadop
• Free download availability in major community
vendor as part
er creation of rich
doption with
w a multi level strategy:
s
munity app stores
prod
art of the product
over
featureset
ch AR content overlays.

AR Browsers
Multi sensor implementations offer richness of experience and
can be used to compensate for an individual sense impairment.
Sensor development focus is on driving miniaturisation and
increasing accuracy whilst achieving cost reductions.

See Hear Touch

• Kopin
• Emagin

Smell
• Micron Displaytech
• iMD

Taste
experience expectations. These will create an accessory market for both the
mobile and games AR platforms and will drive the sector through Agencies Games Publishers AR Publishers ‘AR Browser’ is a specific Senses
widespread adoption of AR in games and 3D content enhancement. • AKQA • Crispin Porter + Bogusky • Enjoy Gaming • Majesco • Yelp • Layar • Chillingo • Presselite type of smartphone
GM have demonstrated an IR driven phosphor coatings to use the vehicle • Skive • Goodby Silverstein • Chillingo • Makayama application which
• Majesco • Wikitude • Acrossair • Appliya
ppliya
windscreen as an AR display. This is not expected to be included in
production vehicles before 2018.

Augmented Reality Market Revenue

$350m

$265m
• Soap • phd • Int13

AR Applications
ar
• 42 Entertainment
provides a single
application framework.
It combines realtime
GPS, camera, and
compass information to
identify surroundings
and overlay selectable
real time information.
Sensors
Accelerometers
Magnetometers
Location
Gyroscopes
Haptics
Sound
Image
Pressure
Bio-cells
Motion
Multiple sensor data
combined using sensor
fusion to achieve
enhanced experience

$175m Advertising / Promotion Games Mobile • Layar • Wikitude

Campaigns Console Mobile Navigation Search Gaming • Junaio • Robot Vision
Sensor Manufacturers
• Ray-Ban Virtual Mirror • Wikitude Drive • Google Goggles • AR Quake • Toozla (audio only) • Aichi Steel • Analog Devices • Avago • Honeywell • Memsic
$85m • USPS Virtual Box • Put a spell • Tower Defense • AUGNAV • Yell.com • ARhrrrr • AKM • Artificial Muscle • Bosch Sensortec • Kionix • STMicroelectronics
• Nissan Cube brochure • Eye of Judgement • Roguelike • Enkin • RobotVision • Fairy Trails • Layar
• EyePet • Flying

(US$ millions)
• Lego Box • Heads up navigator
tor • Arcade Reality APIs • Wikitude
$10m • Junaio

Millions of Dollars
$0

2008
According to ABI Research, handheld platforms will transform the
Augmented Reality ecosystem, with revenue associated with Augmented
2014

Reality growing from about $6 million in 2008 to more than $350 million in
ABI Research 2009
tP
Marker Based AR
This is Augmented Reality in it’s simplest form. This method
involves small printable marker tags that interact with software
Types of Augmented Reality
Marker-less AR
This type of Augmented Reality is used predominanly for mobile
AR applications. It works by using a mobile device that is both
Augmented Vision
Advanced marker-less AR implementations displaying an image
in front of or onto a persons eye. This method requires multi
2014. The rate of take off of AR is currently subject to discussion, with Juniper downloaded to a computer equipped with a webcam or a smart GPS and compass equipped to pinpoint the users location and sensor capabilities, powerful real time computing and
Research contrasting by forecasting only $2m in 2010, but takeoff occuring phone with camera to create 3D images overlaid on the which direction they are facing, to overlay visual information in advanced wearable diplays.
in 2012-13 to reach $732 million in 2014. (Juniper Research 11/2009) real-world image displayed on screen. real time over the visual display.
The major factors in revenue takeoff are:
• Advertisers learn to insert tags into navigation displays, mobile advertising Low High
resulting in a significant contribution to revenues in the 2013-2014
timeframe.
• User awareness driven by significant brands continuing to try AR campaign
delivery, and entry of significant participants such as Google with recently
released Google Goggles.
AR has to prove that it can deliver users an experience that is sufficiently
valued by users over existing information display methods, to drive takeup
rs Development Cost

Developers are driving AR adoption by speculatively developing white label applications both as capability demonstrators and fo
for branding by Publishers and Agencies.
beyond initial novelty adopters.

Prepared by

FirstPartner
find us at www.firstpartner.net email us at hello@firstpartner.net
• Adobe FLART
• ARToolkit
Tool Kits
• GoblinXNA
• D’Fusion
• DART
• osgART
• Metaio
Fi • Seac02 • Gameware • Metaio
Developers
Application developers with specifc AR experience across a variety of different platforms
• Ogmento • Presselite • Ydreams • Toyspring
Mapping
• Urban Mapping
Content Providers
Directories
• Yell.com
Weather
• Foreca
Location
• Skyhook Wireless

Disclaimer
The map includes information compiled from various reputable sources and other
methods like structured interviews and surveys, conference material and
Research and
information available in the public domain. As data and information sources are
The Augmented
outside our control, FirstPartner make no representation as to its accuracy or
Development
completeness. All responsibility for any interpretation or actions based on this
Reality Consortium
map lies solely with the reader. Copyright 2010 Int13 Metaio Mobilizy Neogence Enterprises Ogmento SPRX Mobile Tonchidot Total Immersion
Institutions Georgia Institute of Technology Christian Doppler Laboratory University of Washington University of South Australia