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市場調査レポート

モバイルAR:新たなパラダイムを形成するスマートフォン&タブレット市場:2011-2016

Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016

発行 Visiongain Ltd 商品コード 226950
出版日 ページ情報 英文 127 Pages
納期: 即日から翌営業日
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モバイルAR:新たなパラダイムを形成するスマートフォン&タブレット市場:2011-2016 Mobile Augmented Reality Report: Creating New Market Paradigm for Smartphones & Tablets 2011-2016
出版日: 2011年11月01日 ページ情報: 英文 127 Pages
概要

当レポートでは、スマートフォンおよびタブレットなどのモバイル機器が形成するAR(Augmented Reality:拡張現実現実環境にバーチャルな物体を電子的に合成・付加すること)市場に注目し、今後のモバイルARアプリケーション発展過程で予測される普及・淘汰・寡占の流れを視野に置きながら、2011-2016年の期間を対象にその市場規模・成長性を探る最新の調査分析データをまとめ、概略以下の構成でお届けします。

エグゼクティブサマリー

  • モバイル拡張現実(MAR)コンセプトの内在的具現
  • 技術収束とMARの未来
  • MARの進化
  • 当レポートの重要所見

第1章 モバイルアプリケーション新時代

  • 市場の定義
  • MARの基本技術要件
  • MARを市場セクター別に分類する
    • ナビゲーション、トラベル
    • 健康管理
    • ジオソーシャルネットワーキング
    • 軍事
    • 教育、生産性
    • 環境
    • 広告
  • MARの期待分野
    • セグメント
  • 市場性要因
    • 市場推進要因
    • 市場制約要因
  • MARバリューチェーン
    • ネットワーク事業者の役割
  • 当レポートの狙い
    • 当レポートから答えを得られる疑問点
  • 調査範囲
  • 当レポートの対象読者層
  • 調査方法

第2章 MAR採用の予備要件

  • 次世代スマートフォンの採用状況
    • 日本
    • 北米
    • 西欧州
    • ブラジル、ロシア、インド、中国(BRIC)
    • アジア太平洋州(日本を除く)
  • タブレット技術の台頭
  • 拡大する長期進化への体制づくり
    • 進化を要する高密度ネットワーク
    • BRIC
    • 米国:長期進化に向けた体制づくりのパイオニア
    • 日本:投資に見合う長期進化需要
    • 西欧州
    • アジア太平洋州

第3章 機会、障壁、課題

  • 機会
    • 地域ベースのサービス
    • モバイル広告に対する末端利用者の確かな反応
    • ジオソーシャルネットワーキング
    • QualcommのMAR向けソフトウェア開発キット(SDK)
    • AdobeとTotal Immersion Allianceの連合
    • AR標準の構築
  • 障壁と課題
    • 小型であるがゆえに限られるソフトウェア開発者
    • キラーアプリ待ち
    • 技術障壁
    • 広告収入を生む広い層への訴求力に欠けるMAR
    • 消費者の即応ニーズに弱いMAR

第4章 予測:今後5年間におけるMARの成長と発展

  • まずはゲームが主流
  • MARの初期採用者
  • 市場規模
    • MARアプリケーションのダウンロード数
  • 地域市場
    • 日本
    • 北米
    • 西欧州
    • アジア太平洋州(日本を除く)
    • 中国
    • その他の地域
    • 世界市場概況
  • アプリケーションセグメント別収益

第5章 MARの未来

  • アプリケーションアグリゲーターとしてのMAR
    • 物体認識、そしてeコマースの再生
    • 生産性
  • ハンドヘルド機器を超えたMAR
    • Vuzix
    • Laster Technologies
    • 障壁
  • 統合送受話器機能としてのMAR

第6章 結論

  • MARのSWOT分析
    • ベンダーとOEM
    • 通信事業者
    • 消費者
    • MARユビキタス化への第一段階

用語集

付録

図表一覧

目次

MAR and the Future of Smartphone Applications

At what point will mobile phones not only affect the way consumers communicate, but also the way they look upon the world? Mobile augmented reality (MAR) - the overlay of virtual information and images on a live, real world view - promises to do exactly that.

Visiongain research concludes that MAR will expand exponentially in the five year forecast period (2011-2016) following the widespread popularity of one or a handful of killer MAR applications, expected in late 2012 or early 2013. By the end of the forecast period MAR will still be in a growth phase, with a market worth valued in the billions and occupying a 25% share of all application downloads.

The MAR market promises to grow at a precipitous rate over the forecast period and visiongain illustrates this evolution in a way that is clear, justifiable, and comprehensive. More importantly, the advent of MAR will have a profound and lasting impact on the way that people use their mobile devices. It will push the telecoms industry towards ubiquitous computing and a technologically converged paradigm.

Market of Small Startups

In 2011, the MAR market is dominated by small software design and computer vision startups, each with their unique vistas on MAR's potential and vying for their own segments of the market. Visiongain's report will examine key players in the MAR industry leading up to breakthrough and evaluating the merits and market potential of early developments in the field.

Close Study of Tangential Markets

Visiongain acknowledges that MAR's success is heavily dependent upon the widespread adoption of next-generation smartphones, the rise of tablet PCs, and the rollout of LTE/4G networks in key areas. Focusing on global and regional markets, our report provides in-depth analysis of these crucial factors, as well as forecasts for the future of mobile advertising and the categories of MAR applications that will become the most prevalent.

What is Unique about this Report?

Visiongain research presents independent, unbiased, and detailed analysis, presented in easily digestible terms. Through key industry contacts, our primary and secondary research provides you with the very latest, accurate market data available.

Who needs to read this report?

  • Equipment Manufacturers

As this new technology permeates the application market, OEMs stand to gain significantly through the sale of high-end smartphones and tablets, as well as component parts such as chipsets and cameras. As augmented reality's salience accrues, multi-core processors and high-definition displays will soon become synonymous with "MAR-enabled."

  • Software Developers

By discerning early MAR trends and new, emerging applications, software developers will be able to get a corner on the market and maintain a confident foothold with consumers in an industry on the verge of commercial eruption.

  • Mobile Service Providers

Visiongain will demonstrate opportunities for MNOs to monetise MAR and maximise their revenue share.

  • Advertisers and Marketers

Visiongain explores the opportunities for brands and retailers to use MAR as a promotional tool. The potential for in-app advertisement, marketing, and e-commerce will become an integral part of MAR browsers, games, navigation tools, and geo-social networking.

Table of Contents

Executive Summary

  • E1. The Immanent Realisation of the Mobile Augmented Reality Concept
  • E2. Technological Convergence and the Future of MAR
  • E3. The Evolution of MAR
  • E4. Key Findings of This Report

1. A New Era in Mobile Applications

  • 1.1.1 Market definition
  • 1.1.2 Basic Technical Requirements for MAR
  • 1.2 Breaking Down MAR by Market Sector
    • 1.2.1 Navigation/Travel
      • 1.2.1.1 Layar and Early MAR Advertising
      • 1.2.1.2 Word Lens
      • 1.2.1.3 Street Museum
    • 1.2.2 Healthcare
      • 1.2.2.1 Prevalence of Tablets in Healthcare
    • 1.2.3 Geo-Social Networking
      • 1.2.3.1 Recognizr and the Future of Social Networking
    • 1.2.4 Military
      • 1.2.4.1 DARPA's SCENICC System
      • 1.2.4.2 Tanagram Partners' Intelligent Augmented Reality Model
      • 1.2.4.3 ARMAR
      • 1.2.4.4 Future Immersive Training Environment (FITE)
    • 1.2.5 Education and Productivity
    • 1.2.6 Entertainment
      • 1.2.6.1 Gaming
      • 1.2.6.2 Board Games and Live-Action Role Playing
      • 1.2.6.3 SLAM - The Next Wave in MAR Gaming
      • 1.2.6.4 MAR and Interactive Television Programming
      • 1.2.6.5 John Mayer and AR Music Videos
    • 1.2.7 Advertising
      • 1.2.7.1 Present and Future Size of Mobile Advertising
  • 1.3 Prospects for MAR
    • 1.3.1 Segments
  • 1.4 Market Dependencies
    • 1.4.1 Market Drivers
    • 1.4.2 Market Constraints
  • 1.5 MAR Value Chain
    • 1.5.1 The Role of Network Operators
  • 1.6 Aim
    • 1.6.1 Questions Answered by the Report
  • 1.7 Scope
  • 1.8 Target Audience
  • 1.9 Methodology

2. Pre-Requisites for MAR Adoption

  • 2.1 Adoption of Next-Generation Smartphones
    • 2.1.1 The Japanese Smartphone Market
      • 2.1.1.1 Japan's Mobile Market: Strength in Numbers
      • 2.1.1.2 World Leader in Mobile Advertising and Social Gaming
      • 2.1.1.3 Japan as Flagbearer of the Impending MAR movement
    • 2.1.2 The North American Smartphone Market
      • 2.1.2.1 The United States' Rapid Smartphone Expansion
      • 2.1.2.2 Canada: Smartphone Development Strong but Limited
    • 2.1.3 Western Europe
    • 2.1.4 Brazil, Russia, India, and China (BRIC)
      • 2.1.4.1 Russia's Delayed Smartphone Expansion
      • 2.1.4.2 Brazil: Slow Burner in the Smartphone Realm
      • 2.1.4.3 India and China
    • 2.1.5 Asia-Pacific (excluding Japan)
  • 2.2 The Rise of Tablet Technology
  • 2.3 Widespread LTE Deployment
    • 2.3.1 Dense Networks Require Evolution
    • 2.3.2 BRIC
      • 2.3.2.1 China
      • 2.3.2.2 China's LTE Outlook
    • 2.3.3 US: Pioneer in LTE Deployment
    • 2.3.4 Japan: Demand for LTE Met by Investment
    • 2.3.5 Western Europe
    • 2.3.6 Asia-Pacific
      • 2.3.6.1 South Korea's SK Telecom Vies for "Flawless" Coverage

3. Opportunities, Barriers, and Challenges

  • 3.1 Opportunities
    • 3.1.1 Location-Based Services
      • 3.1.1.1 Established Performance of LBS
      • 3.1.1.2 Filling the GPS Gap
    • 3.1.2 Strong End-User Response towards Mobile Advertising
      • 3.1.2.1 Mobile Advertising and Smartphone Usage in Asia-Pacific
      • 3.1.2.2 US
      • 3.1.2.3 Japan's Mobile Advertising Dominance
      • 3.1.2.4 Western Europe: Slow but Reliable Development
    • 3.1.3 Geo-Social Networking
    • 3.1.4 Qualcomm's Software Development Kit (SDK) for MAR
    • 3.1.5 Adobe and Total Immersion Alliance
    • 3.1.6 Creation of AR Standards
  • 3.2 Barriers and Challenges
    • 3.2.1 Software Developers Limited by Small Size
      • 3.2.1.1 Time-Consuming Nature of App Development
    • 3.2.2 Waiting for the "Killer App"
      • 3.2.2.1 Potential Avenues for Breakthrough
    • 3.2.3 Technological Barriers
      • 3.2.3.1 Handsets Lacking in Computing Power
      • 3.2.3.2 Weak GPS Technology
    • 3.2.4 MAR Lacks Widespread Appeal to Generate Substantial Ad Revenue
    • 3.2.5 MAR's Failure to Address Immediate Consumer Needs

4. Forecasts: MAR Growth and Development in the Next Five Years

  • 4. Forecasts: MAR Growth and Development in the Next Five Years
    • 4.1 Early Game Dominance
    • 4.2 First Adopters of MAR
    • 4.3 Market Size
      • 4.3.1 MAR Application Downloads
  • 4.4 Regional Markets
    • 4.4.1 Japan
    • 4.4.2 North America
    • 4.4.3 Western Europe
    • 4.4.4 Asia-Pacific (excluding Japan and China)
    • 4.4.5 China
    • 4.4.6 RoW
    • 4.4.7 Global Market Overview
      • 4.4.7.1 Global MAR Subscribers
      • 4.4.7.2 MAR-Capable Devices
      • 4.4.7.3 Subscriber Numbers
  • 4.5 Revenues by Application Segment

5. The Future of MAR

  • 5.1 MAR as an Application Aggregator
    • 5.1.1 Object Recognition and the Re-Birth of E-Commerce
      • 5.1.1.1 Monetising MAR Commerce
    • 5.1.2 Productivity
      • 5.1.2.1 ARMAR
  • 5.2 MAR Beyond Handheld Devices
    • 5.2.1 Vuzix
    • 5.2.2 Laster Technologies
    • 5.2.3 Barriers
      • 5.2.3.1 Size
      • 5.2.3.2 Power
      • 5.2.3.3 Appearance
      • 5.2.3.4 Wireless Signal
  • 5.3 MAR as an Integrated Handset Feature

6. Conclusions

  • 6.1 MAR's SWOT Analysis
    • 6.1.1 Vendors and OEMs
      • 6.1.1.2 Camera Dominance
      • 6.1.1.3 Computer Vision
      • 6.1.1.4 Multi-Core Processors
    • 6.1.2 Carriers
      • 6.1.2.1 Investment Strategies
      • 6.1.2.2 Procurement and In-House Development
      • 6.1.2.3 Delivery
      • 6.1.2.4 Point of Sales and Added Services
    • 6.1.3 Consumers
    • 6.1.4 The First Steps to MAR Becoming Ubiquitous

Glossary

Appendix A

  • About visiongain

Appendix B

  • Visiongain Report Evaluation Form

List of Charts in this Report

  • Chart 1.1: Smartphones in the Medical Profession
  • Chart 1.2: Tablet Usage in the Medical Profession
  • Chart 1.3: Global Tablet Sales
  • Chart 1.4: Facebook Usage
  • Chart 1.5: MAR Games in the Application Market
  • Chart 2.1: Global Smartphone Sales (2010-2016)
  • Chart 2.2: Regional Market Growth (2011-2016)
  • Chart 2.3: North American Smartphone Sales
  • Chart 2.4: North American Smartphone AGR
  • Chart 2.5: Regional Smartphone Sales
  • Chart 2.6: Brazilian Smartphone Sales
  • Chart 2.7: Brazil - Markets with High Smartphone Penetration Rates
  • Chart 2.8: Global Tables Sales AGR (2011-2016)
  • Chart 2.9: Global Tablet Sales
  • Chart 2.10: Global Tablet Sales
  • Chart 2.11: Cost per Bit of Data (in Euros)
  • Chart 2.12: Chinese Mobile Market Overview
  • Chart 2.13: Japanese Mobile Market Overview
  • Chart 3.1: Global Mobile Advertising Spending
  • Chart 3.2: M-Advertising Regional Markets (2016)
  • Chart 4.1: MAR Lifecycle
  • Chart 4.2: MAR Application Market Shares (2011)
  • Chart 4.3: MAR Application Market Shares (2016)
  • Chart 4.4: MAR Application Market Shares (2011-2016)
  • Chart 4.5: Change in MAR Market Share
  • Chart 4.6: Growth of the Global MAR Market (2011-2016)
  • Chart 4.7: Global MAR Market AGR (2011-2016)
  • Chart 4.8: MAR Regional Market AGR
  • Chart 4.9: MAR Application Downloads as Part of Global App Market (2011-2016)
  • Chart 4.10-12: MAR Application Downloads as Part of Global App Market
  • Chart 4.13: Japanese Market
  • Chart 4.14: North American Market
  • Chart 4.15: Western European Market
  • Chart 4.16: Asia-Pacific Market
  • Chart 4.17: Chinese Market
  • Chart 4.18: Rest of the World Markets
  • Chart 4.19: MAR Regional Market CAGR
  • Chart 4.20: MAR Regional Market Share
  • Chart 4.21: MAR Regional Market Share
  • Chart 4.22: Shifts in MAR Market Share
  • Chart 4.23: Evolution of Multi-Core Smartphones
  • Chart 4.24: Evolution of Multi-Core Tablets
  • Chart 4.25: Global MAR Subscribers

List of Figures in this Report

  • Figure 1.1 Applications for MAR
  • Figure 1.3 Nokia's Live View
  • Figure 1.4 GPS PoI Data Types
  • Figure 1.5 Layar Browser and Early MAR Advertisement
  • Figure 1.6 Word Lens' Live Translation
  • Figure 1.7 Street Museum Screenshots
  • Figure 1.8 Ockendon's Hallux Valgus Application
  • Figure 1.9 HUD - An Early Application of AR
  • Figure 1.10 Tanagram Partners' iARm - Pre-Test Drafts
  • Figure 1.11 US marine Corps Vehicle Technicians Using ARMAR to Facilitate Repairs
  • Figure 1.12: Early Augmented Books on Display at a Frankfurt Book Fair
  • Figure 1.13 The OggBoard
  • Figure 1.14 Ball Invasion
  • Figure 1.15 Galileo's Interactive AR
  • Figure 1.19 MAR Value Chain
  • Figure 2.1 Early Japanese MAR Efforts
  • Figure 2.2 LTE Broadband Speed Versus Legacy Wireless Standards
  • Figure 2.3 Global LTE Commitments by Country and Operator
  • Figure 3.1 Possible Outcomes for MAR Based on Size of Developers and Commercial Interest
  • Figure 4.1 MAR Revenues by Market Sector
  • Figure 5.1 Google Wallet
  • Figure 5.2 Laster Technologies AR Glasses
  • Figure 6.1 SWOT Analysis
  • Figure 6.2 Orange UK's GlastoNav

List of Tables in this Report

  • Table 1.2: Distinctions Between AR and MAR
  • Table 1.16: Dominant MAR Application Types
  • Table 1.17: MAR Market Drivers
  • Table 1.18: MAR Market Constraints
  • Table 2.1: Early Japanese MAR Efforts
  • Table 2.3: Global LTE Commitments by Country and Operator
  • Table 4.1: MAR Revenues by Market Sector

Companies Listed

  • 13th Lab
  • AcrossAIR
  • Alcatel-Lucent
  • Amazon
  • Apple Inc.
  • The Astonishing Tribe
  • BMW
  • China Mobile
  • China Telecom
  • China Unicom
  • Coca-Cola
  • DeNA
  • Dentsu
  • Disney
  • Ericsson
  • Esquire Magazine
  • Explore Engage
  • Facebook
  • Foursquare
  • Fujikawa
  • Geisha
  • Huawei
  • Kavac
  • Kia Motors
  • Kickstarter
  • Laster Technologies
  • Layar
  • Lonely Planet
  • Metaio
  • Microsoft
  • Mobilizy
  • Motorola
  • NASA
  • Navteq
  • Nestle
  • Ningen Inc.
  • Nokia
  • OmniVision
  • OsiriX
  • Pioneer
  • Polar Rose
  • ProSeiben
  • Quest Visual
  • Red Bull
  • Research in Motion
  • Rovio Mobile
  • Samsung
  • Sarnoff
  • SK Telecom
  • Sprint
  • Tanagram Partners
  • Tissot
  • Tonchidot
  • Topshop
  • Toshiba
  • Twitter
  • Verizon
  • Vuzix
  • Walt Disney Co.
  • WG Healthcare
  • ZTE
  • Zugara
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