Mobile Augmented Reality (MAR): Global Market Analysis, Trends, and Forecasts

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study

II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW
Augmented Reality: Enriching the Real World through Convergence with Digital Information and Media
Brief Overview of Emerging Trends and Future Prospects for Augmented Reality
AR in Digital Marketing
AR and Mapping
Education
Industry Applications
Select Innovative Companies in AR/VR Space (2017)
Factors Stimulating AR Demand
Technological Advances
Novelty Factor
Associated Benefits
Integration of Mobile Technology and Augmented Reality Gains Momentum
Mobile AR Apps to Play Definitive Role in AR/VR Market
Benefits of Mobile AR Solutions to Key Industries
Factors Boosting Adoption of AR
Tourism
Retail
Gaming
Entertainment
Businesses and Economy
Stakeholders Eye on Delivering Immersive Experiences using Mobile AR/VR
Mobile Augmented Reality (MAR) Applications: Where, What and How to Display AR on a Mobile Device
Table 1: With Significant Increase in MAR App Users, Commercial Applications Poised for Strong Growth: Number of Monthly Active Users of MAR App Worldwide (in Million) in 2017E & 2020P (includes corresponding Graph/Chart)
Table 2: Mobile Augmented Reality Market Witnesses Strong Penetration Worldwide: Annual MAR App Downloads and Installed Base of Actively Used MAR Apps (in Million) for Years 2017E & 2020P (includes corresponding Graph/Chart)
Latest Augmented Reality Trends to Favor Mobile AR
Apple and Google Target Mobile AR
AR Chipsets and Sensors
Enhanced Mobile Experience
Gains for Mixed Reality
AR Smartphones and HUD Technology
Next-Generation AR Headsets
Use of Mobile AR for Marketing
AR to Topple VR
Adoption across Diverse Industries
Retailers to Embrace AR
Mobile Augmented Reality: Major Milestones Over the Years
Early AR Limited to Scientific Use for High-end Applications
ARToolKit: A Major Breakthrough for Mobile AR
ARQuake Game: First Outdoor Mobile AR Video Game
BatPortal: First PDA Enabled Wireless AR System
Mobile AR Penetrates the Mobile Phone Ecosystem
Advent of Smartphones & Tablet PCs Brought MAR Closer to Mainstream Consumer Market
Key Drivers and Restraints
Global Market Outlook
Futuristic Goals for Mobile AR in a Nutshell
Competitive Landscape
Progress Made by Major Companies in the Field of Augmented Reality
Participants across the Value Chain Bet Big on Mobile AR
Leading Mobile AR Tools Available for Developers of AR Game or App
Select Mergers & Acquisitions for 2015 & 2016
Select Popular Mobile Augmented Reality Apps for Android/iOS (2016 & 2017)
Popular Mobile Augmented Reality Apps for Android/iOS (2015)
Select Innovative Mobile AR Apps Developed in Recent Past
Crowd Funding: A Key Fund Generation Strategy for Mobile AR Vendors

2. MARKET TRENDS, ISSUES & DRIVERS
Augmented Reality Explodes into Mainstream
Notable AR Milestones
Promising Developments
Rapid Proliferation of Mobile App Stores Worldwide: A Strong Growth Driver
Table 3: Global Mobile App Store Downloads by Geographic Region (2018 &2020): Percentage Breakdown for Asia-Pacific, Europe, North America and Rest of World (includes corresponding Graph/Chart)
Table 4: Global Mobile App Store Downloads by Type of App Store (2018 &2020): Percentage Breakdown for Google Play, App Store (iOS), and Others (includes corresponding Graph/Chart)
Table 5: Global Mobile App Store Revenues by Type of App Store (2018 & 2020): Percentage Breakdown for Google Play, App Store (iOS), and Others (includes corresponding Graph/Chart)
Table 6: Global Mobile Apps Available by App Store (2017E): Number of Apps (in Thousands) for Amazon App Store, Apple App Store, BlackBerry World, Google Play, and Windows Store (includes corresponding Graph/Chart)
Freemium Apps with In-App Purchases Score over Paid Apps & Free Ad-Sponsored Apps
Table 7: Global Mobile Augmented Reality Market by Revenue Stream (2017E): Percentage Breakdown of Revenues for Free Ad-Sponsored Apps, Freemium Apps, and Paid Apps (includes corresponding Graph/Chart)
Retail and Marketing Apps Dominate the Developer Investments in AR
Table 8: Global Developer Investments in AR by Category (2015 & 2018E): Investments (in US$ Million) for Independent Apps, Product Improvement Apps, and Retail and Marketing Apps (includes corresponding Graph/Chart)
Technology Developments & Innovations: Spearheading Growth
Markerless Augmented Reality
Cloud Computing Support for Mobile AP Apps
Smart Glasses: The New Age HMI Device Revolutionizes the Mobile AR Market
Growing Investments in Google Glasses & Other Smart AR Glasses Bodes Well for Smart Glasses MAR Apps
Table 9: Global Smart AR Glasses Shipments (in Thousand Units): 2016-2022 (includes corresponding Graph/Chart)
Mobile AR Game Apps: The Major Revenue Contributor
Table 10: Games Offer Lucrative App Development Opportunities: Percentage Breakdown of MAR App Users Worldwide by App Category for 2017E (includes corresponding Graph/Chart)
Gaming Dominate Mobile Apps Content Worldwide: Opportunities Galore for MAR Apps
Opportunity Indicators
Table 11: World Mobile Games Market (2017E): Percentage Breakdown of Mobile Gaming Revenues by Geographic Region (includes corresponding Graph/Chart)
Table 12: Global Mobile Apps Market by Application Sector (2018E): Percentage Breakdown of Revenues for Books, Games, Social Networking, and Others (includes corresponding Graph/Chart)
Table 13: Time Spent by Users Worldwide on Android and iOS Devices by Application Sector (2017E): Percentage Breakdown for Entertainment, Gaming, Social Networking, Utilities, and Others (includes corresponding Graph/Chart)
Table 14: Global Wireless Games Market by Location (2017E): Percentage Breakdown of Time Spent by Users for Home, Work, Travel, In Queue, Restrooms, and Others (includes corresponding Graph/Chart)
Table 15: Global Mobile Gaming Market by Age Group (2017E): Percentage Breakdown of Gamers for Under 25, 25-44, 45-54, and Above 55 Years (includes corresponding Graph/Chart)
Augmentation in Smartphone’s Computational Capability Drives Location-Based AR
Increasing Focus on Disruptive Technologies to Boost Market Prospects in the Enterprise Sector
Mobile AR and Mobile CRM Convergence Transform Sales and Services Processes
Internet of Things (IoT) and Industry 4.0: The Next Big Thing for Mobile AR in the Enterprise Sector
Enterprise Mobility, BYOD and CYOD Paves the Way for Mobile AR and Smart Wearables Adoption at the Workplace
Mobile AR Applications: A Key Enabler of M-Commerce
Strong Growth Projected for Mobile AR in Virtual Product Display Applications
Rising Investments in AR for Mobile Marketing and Brand Building Augurs Well for the Market
Technology Advancements Enable Seamless Convergence of Mobile AR and MCommerce
Table 16: M-Commerce Market Offers Huge Opportunities for MAR App Developers: Global Breakdown of the M-Commerce Market (US$ Billion) by Geographic Region/Country for 2015 & 2020P (includes corresponding Graph/Chart)
Rising Prominence of Preventive Healthcare Spurs Demand for Healthcare MAR Apps
Other High-Growth Application Areas for Mobile AR
Retailers & Marketers
Tourists
Instructional Manuals and Videos
Robust Demand for Smartphones & Tablet PCs Offering Compelling MAR Experience Drives Market Growth
Table 17: Global AR/VR Ready Device Shipments (in Millions): 2018E & 2020P (includes corresponding Graph/Chart)
Table 18: Spiraling Sales of Smartphones Provides the Launch Pad for MAR Proliferation: Breakdown of Global Sales of Smartphones (in 000 Units) by Geographic Region: 2015 & 2020 (includes corresponding Graph/Chart)
Table 19: Growing Smartphone Penetration to Fuel Future Demand: Breakdown of Smartphone Penetration Rate (%) by Country for 2015 & 2017E (includes corresponding Graph/Chart)
Rising Mobile Subscriptions Sets the Perfect Platform for Market Expansion
Table 20: Global Mobile Communications Market: Number of Unique Mobile Subscribers (in Billion) for Years 2017E and 2020F (includes corresponding Graph/Chart)
Table 21: Global Mobile Communications Market (2017E): Percentage Breakdown of Unique Mobile Subscribers by Region (includes corresponding Graph/Chart)
Table 22: Mobile Subscriptions Worldwide by Region (2017): Number of Mobile Cellular Subscriptions and Active Mobile Broadband Subscriptions for the Americas, Europe, CIS Countries, Asia-Pacific, the Middle East, and Africa (includes corresponding Graph/Chart)
Table 23: World Mobile Subscription Penetration (2017E): Mobile Subscriptions as a Percentage of Total Population by Region/Country (includes corresponding Graph/Chart)
Table 24: Mobile Subscriptions Worldwide (2017E): Percentage Breakdown by Region/Country (includes corresponding Graph/Chart)
Table 25: Global Mobile Broadband Subscribers (in Million) for Developed and Developing Countries: 2015 & 2017 (includes corresponding Graph/Chart)
Table 26: Global Mobile Subscriber Penetration as a Percentage of Population: 2017 & 2020 (includes corresponding Graph/Chart)
Developments in High-Speed Networks Support New App Possibilities for Mobile AR
Table 27: Global Mobile Internet Market by Network Technology (2016 & 2020): Percentage Breakdown of Number of Mobile Internet Subscribers for 2G, 3G, and 4G (includes corresponding Graph/Chart)
Enabling Mobile AR and VR with 5G Networks
Table 28: Global 5G Network Technology Adoption (2020P & 2025P): Number of 5G Connections and Coverage of Population (in %) (includes corresponding Graph/Chart)
Key Challenges Hampering Widespread Adoption of Mobile AR
Lack of Awareness & Penetration in Addressable Markets
Lack of Visibility
Technology Limitations
Failure to Meet Consumer Expectations
Privacy Issues

3. INNOVATIONS
Future of Mobile Technology: Augmented Reality-Based Applications
VR and AR Advancements Disrupt Mobile Industry
Future Innovative Tends in the Field of Augmented Reality
Using Utility Apps
Supporting Online Shopping
Boosting Mobile Gaming Growth
Brand Differentiation
Offering More Interactive Experience
Mobile Augmented Reality for Wheelchair Users
MAR Technology for Development of Social Media
Role of Augmented Reality in Mobile Commerce
Improving Mobile Conversion Rates
AR Boosting Customer Engagement
Mobile Augmented Reality based Applications for Water Resources Management
Adoption of Immersive Technology in Sports Industry Benefits Mobile AR
Adoption of MAR for Mayo Language Learning

4. PRODUCT OVERVIEW
Augmented Reality: Introduction
Key Components of AR
Software and Algorithms
Hardware
Input Devices
Tracking Devices
Computer
AR Display Components
Head Mounted Displays
Contact Lenses
EyeTap
Virtual Retina Display
Handheld Smart Devices
Smart Glasses
Mobile Augmented Reality
Mobile Augmented Reality Applications (Mobile AR Apps)
Types of Mobile Augmented Reality Applications
Enterprise MAR Apps
Games MAR Apps
Location-Based Search MAR Apps
Others

5. PRODUCT INTRODUCTIONS/LAUNCHES
ironSource Unveils First AR Ads for Games
Google Introduces ARCore for Android Mobile Devices
Apple Unveils ARKit
Blippar Releases AR City, the First AR Navigation App
Blippar Unveils Halos AR Face Profiles
Augment Unveils First-Ever Augmented Reality SDK Solution
AR Devices Launches GogglePal
WSI Provides Ross Video’s Camera Tracking Software and Hardware
QuestUpon Unveils Mobile Augmented Reality Platform
ZSPACE Introduces AR Application for Ferrari Dealers
Zappar Launches Zappar Studio Tool
Inglobe Technologies Introduces Hyperspaces Augmented Reality Platform
TimberTech Unveils AR iPad App
Magic Leap Launches Development Platform for Creating AR Apps
Polaris Slingshot Rolls Out Augmented Reality App
WSI Unveils Max Reality
Snipp Interactive Introduces AR Campaign for Honda
Meme Streak Introduces Artifact MAR Browser App on Google Play and APP Store
Tesco Launches AR App for Google Glass
Disney Interactive and Lucasfilm Launches Star Wars AR App
ModiFace Unveils New Rejuvenation and Enhancement Mirror
Augmented Pixels Launches 4DCityscape National Geographic Ancient Civilizations Puzzle App

6. RECENT INDUSTRY ACTIVITY
Williams-Sonoma to Acquire Outward
Apple Takes Over Vrvana
OCCIPITAL Takes Over Paracosm
Snapchat Acquires Cimagine, an Israeli Startup
Starbreeze Takes Over ePawn, French Toys to Life, VR & Augmented Reality Tech Company
GAME Digital Acquires Ads Reality to Open up Retail, Marketing and Customer Experience
StayinFront Partners with Augment for Retail Execution Solution
Apple Takes Over Flyby Media, an AR Startup
Apple Acquires Metaio
Oculus Takes Over Surreal Vision
Epson Partners with Ngrain for 3D Augmented Reality Technology
Singtel Inks Partnership with Infinite Studios
Struan Moore Signs Agreement with Blippar
Strata Inks Partnership with Augment for AR App
Inglobe Technologies Partners with VTT for ARmedia 3D SDK
Blue Star Partners with Toys “R” Us to Develop an Interactive Easter Egg Hunt AR App
Ford Endorses New Mustang Car with AR App

7. FOCUS ON SELECT GLOBAL PLAYERS
Apple, Inc. (USA)
Augmensys GmbH (Austria)
Augment (France)
Augmented Pixels Inc. (USA)
Aurasma (UK)
Blippar (UK)
Catchoom Technologies (Spain)
DAQRI (USA)
Google Inc. (USA)
Gravity Jack (USA)
Hunter Research and Technology, LLC (USA)
LM3LABS Corporation (Japan)
Marxent Labs LLC (USA)
Mollejuo Software, Inc. (Canada)
Mybrana Network S.L. (Spain)
Niantic, Inc. (USA)
Occipital Inc. (USA)
Seabery Augmented Technology (Spain)
Snap, Inc. (USA)
ViewAR GmbH (Austria)
VividWorks Ltd. (Finland)
Wikitude GmbH (Austria)
Zappar Ltd. (UK)

8. GLOBAL MARKET PERSPECTIVE
Table 29: World Recent Past, Current & Future Analysis for Mobile Augmented Reality Applications by Geographic Region/Country
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)
Table 30: World 10-Year Perspective for Mobile Augmented Reality Applications by Geographic Region/Country
Percentage Breakdown of Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), and Rest of World Markets for Years 2015, 2017 and 2024 (includes corresponding Graph/Chart)
Table 31: World Recent Past, Current & Future Analysis for Mobile Augmented Reality Applications by Application Category
Education, Marketing, Gaming, and Other Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)
Table 32: World 10-Year Perspective for Mobile Augmented Reality Applications by Application Category
Percentage Breakdown of Revenues for Education, Marketing, Gaming, and Other Markets for Years 2015, 2017 and 2024 (includes corresponding Graph/Chart)

III. MARKET

1. THE UNITED STATES
A.Market Analysis
Outlook
Smartphone Penetration: Foundation for Mobile AR Market Growth
Table 33: Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users in the US: 2017E (includes corresponding Graph/Chart)
Table 34: Mobile Internet and Smartphone Penetration in the US: 2017E (includes corresponding Graph/Chart)
Surging Demand for Mobile Internet and Data Downloads Drive Market Growth
Table 35: Mobile Users Penetration (%) of Leading Smartphone Apps in the US: 2017E (includes corresponding Graph/Chart)
Table 36: Most Popular Activities on Smartphones in the US: 2017E (includes corresponding Graph/Chart)
Robust Growth in Mobile Gaming Benefit the Market for MAR Gaming Apps
Table 37: US Mobile Gaming Market by Device Type (2016): Percentage Breakdown of Active Adult Gamers for Smartphones Only, Tablets Only, and Both Smartphone and Tablets (includes corresponding Graph/Chart)
Mobile AR
Futuristic Technology Impacting Gaming to Businesses
Improving Employee Productivity
Benefits of AR in Meeting Business Goals
Use of Mobile AR by Companies
Mobile AR Creating Immersive Customer Experiences
Ensuring Seamless Functioning of AR
Mobile Mixed Reality
The Future
Expanding Role of M-Health Boosts Demand for Health Based MAR Apps
Product Launches
Strategic Corporate Developments
Select Key Players
B.Market Analytics
Table 38: US Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)

2. CANADA
A.Market Analysis
Outlook
Key Statistical Findings
Table 39: Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users in Canada: 2017E (includes corresponding Graph/Chart)
Table 40: Mobile Internet and Smartphone Penetration in Canada: 2017E (includes corresponding Graph/Chart)
Product Launch
Strategic Corporate Development
Mollejuo Software, Inc.
A Key Canadian Player
B.Market Analytics
Table 41: Canadian Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)

3. JAPAN
A.Market Analysis
Outlook
Key Trends & Drivers in a Nutshell
LM3LABS Corporation
A Key Player
B.Market Analytics
Table 42: Japanese Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)

4. EUROPE
A.Market Analysis
Outlook
Key Statistical Findings
Table 43: French Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 44: Mobile Internet and Smartphone Penetration in France: 2017E (includes corresponding Graph/Chart)
Table 45: German Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 46: Mobile Internet and Smartphone Penetration in Germany: 2017E (includes corresponding Graph/Chart)
Table 47: Italian Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 48: Mobile Internet and Smartphone Penetration in Italy: 2017E (includes corresponding Graph/Chart)
Table 49: UK Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 50: Mobile Internet and Smartphone Penetration in UK: 2017E (includes corresponding Graph/Chart)
Table 51: Spanish Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 52: Mobile Internet and Smartphone Penetration in Spain: 2017E (includes corresponding Graph/Chart)
Table 53: Russian Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 54: Mobile Internet and Smartphone Penetration in Russia: 2017E (includes corresponding Graph/Chart)
Product Launches
Strategic Corporate Developments
Select Key Players
B.Market Analytics
Table 55: European Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps by Region
France, Germany, Italy, UK, and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)
Table 56: European 10-Year Perspective for Mobile Augmented Reality Apps by Region
Percentage Breakdown of Revenues for France, Germany, Italy, UK, and Rest of Europe Markets for Years 2015, 2017 and 2024 (includes corresponding Graph/Chart)

5. ASIA-PACIFIC
A.Market Analysis
Outlook
Key Statistical Findings
Table 57: Australian Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 58: Mobile Internet and Smartphone Penetration in Australia: 2017E (includes corresponding Graph/Chart)
Table 59: Chinese Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 60: Chinese Smartphone & Mobile Phone Penetration Rates: 2018 & 2020 (includes corresponding Graph/Chart)
Table 61: Indian Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users: 2017E (includes corresponding Graph/Chart)
Table 62: Mobile Internet and Smartphone Penetration in India: 2017E (includes corresponding Graph/Chart)
Huge Mobile User Base in China Spurs Demand for Mobile AR Applications and Services
Table 63: Top 10 Countries Worldwide with Active Mobile Subscriptions (in Millions): 2016 (includes corresponding Graph/Chart)
India & China: Two Countries with the Largest Young Population Offer Significant Opportunities
Table 64: Ten Largest Populated Countries Worldwide (2017): Total Population (in Millions) by Age Group
0-14, 15-24, 25-59, and 60+ for China, India, USA, Indonesia, Brazil, Pakistan, Nigeria, Bangladesh, Russia and Japan (includes corresponding Graph/Chart)
Product Launches
Strategic Corporate Development
B.Market Analytics
Table 65: Asia-Pacific Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)

6. REST OF WORLD
A.Market Analysis
Outlook
Key Statistical Findings
Table 66: Augmented Reality Apps Downloads & Location Based Service Users as a Percentage of Total Smartphone Users in Brazil: 2017E (includes corresponding Graph/Chart)
Table 67: Mobile Internet and Smartphone Penetration in Brazil: 2017E (includes corresponding Graph/Chart)
Product Launch
B.Market Analytics
Table 68: Rest of World Recent Past, Current & Future Analysis for Mobile Augmented Reality Apps Analyzed with Annual Revenue Figures in US$ Million for Years 2015 through 2024 (includes corresponding Graph/Chart)

IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 103 (including Divisions/Subsidiaries 104)

• The United States (39)
• Canada (9)
• Japan (2)
• Europe (37)
  • France (5)
  • Germany (2)
  • The United Kingdom (10)
  • Italy (3)
  • Spain (5)
  • Rest of Europe (12)
• Asia-Pacific (Excluding Japan) (13)
• Middle East (4)