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Augmented reality (AR) means many things to many people, from 3D lucid dreams to popular gaming apps. This report defines the key types of AR, the firms involved, and the technologies used, and it considers what the future of AR holds.


  • Despite the buzz around the catchall term "AR," we are actually seeing four different technologies and ecosystems developing. And unlike a field such as video gaming – where similar apps on different devices see very similar usage and game-playing styles – AR apps run the gamut from simple photo filters and engineering manuals to wholesale immersive simulations.

Features and Benefits

  • Defines the AR market, providing a foundation for future AR forecasts, sub-type coverage, and recommendations.
  • Understand the roadmap of where and when AR in its various forms becomes viable and interesting for communication service providers, media firms, and vendors.

Key questions answered

  • What is AR?
  • What is the roadmap for more sophisticated forms of AR, and which firms are leading the charge?
  • Where is money being made from AR, and where are investments focused?
  • Will consumers or businesses drive the AR market?
  • How does AR fit in with other hyped fields such as VR?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Defining AR
  • Categorizing the four forms of AR

Market dynamics

  • Key examples of today's market
  • How key players are developing their AR vision
  • Where investment and mergers and acquisitions (M&A) activity is headed

Market outlook

  • Augmented social is paving the way for more obtrusive AR
  • How far off is a viable immersive AR market?
  • The evolution of mobile AR 2.0


  • Methodology
  • Further reading
  • Author

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