[May 22, 2018] |
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Strategy Analytics: Advertising, Search and Commerce Drive AR Into Mainstream
Three main segments - advertising, search and commerce will drive the
expansion of Augmented Reality (AR) beyond its current initial success
stories, Snapchat and Pokémon Go, according to Strategy
Analytics Wireless Media (News - Alert) Strategies (WMS) service report "Advertising,
Commerce and Search Move Augmented Reality From Fun to Function."
The report evaluates and assesses the strong momentum building across
these three use-cases as advertisers, brands and publishers experiment
with AR to deliver improved user-experience, drive engagement among
consumers, and improve monetization prospects.
This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20180522005926/en/
Exhibit 1: Evaluating AR Use Cases (Graphic: Business Wire).
As a new form of media AR remains a nascent and untapped opportunity.
With Apple's (News - Alert) ARKit and Google's ARCore SDKs only recently opening up
access to AR development for developers on the two major global
smartphone platforms, Strategy Analytics (News - Alert) expects significant AR
experimentation to occur primarily on smartphones over the next three to
five years.
Brice Longnos, Industry Analyst, Strategy Analytics, states that "with
AR now accessible to virtually all developers, the focus will be on
creativity to identify key use-cases for success. AR is a powerful
enabler for engagement and immersion making it ideal for advertising,
convenient to search and visualization key in retail for certain
products."
However, from a consumer perspective awareness of AR remains low. Nitesh
Patel, Director, Wireless Media stated "Greater exposure in mainstream
TV shows and films combined with a universal identifier, like the
Bluetooth, NFC and Wi-Fi symbols, would build AR awareness."
Competition is already heating up, with physical retailers facing
ecommerce giants head-to-head as they implement their digital strategy
into and from physical locations through AR "magic mirrors" and "virtual
stores" such as Alibaba's online-to-offline (O2O 2.0) strategy. David
Kerr, Senior VP, Strategy Analytics, confirms that "while Snapchat is a
currently a leader in AR advertising with its AR lenses and Shopping AR
feature, it will face fierce competition from Facebook and other
internet giants looking to leverage AR in their apps. Search and
ecommerce giants Google (News - Alert) and Amazon are also aggressively pushing to
become the central place for AR objects with Poly and Sumerian
respectively." As competition heats up, Strategy Analytics expects AR to
become more prominent in consumers' daily lives and business models to
mature.
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory
services, consulting and actionable market intelligence for emerging
technology, mobile and wireless, digital consumer and automotive
electronics companies. With offices in North America, Europe and Asia,
Strategy Analytics delivers insights for enterprise success.
For more information about Strategy Analytics
Wireless Media Strategies: Click
here
View source version on businesswire.com: https://www.businesswire.com/news/home/20180522005926/en/
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