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この調査レポートは、携帯電話向けのAR (拡張現実)の市場を調査し、最近1年間の急速な発展を追いながら、新しいAR市場について広範に分析しています。モバイルARの将来性を調査し、主要セグメント毎(位置情報検索、モバイルゲーム、マルチメディア&エンターテインメント、生活と医療、教育と文献、ソーシャルネットワーキング、企業向け)の予測を掲載しています。

主な掲載内容(目次より抜粋)

• モバイルARの発展
• モバイルARの将来性
• ARの発展と採用における障害
• ARダウンロード市場:POS (Point of Sales)
• モバイルARアプリケーション市場:増分収益
• モバイルARアプリケーション市場広告

Overview

• Strategic Market Opportunities
• Extensive Forecasting Chapters
• Key Growth Areas Identified

This highly anticipated second edition report provides extensive analysis of the emerging mobile augmented reality market, tracking its rapid development over the past 12 months. It examines the opportunities for mobile AR and provides forecasts for each core segment (location based search; mobile games; multimedia & entertainment; lifestyle & healthcare; education & reference; social networking; and, enterprise).

Within three extensive forecasting chapters this industry benchmark report provides market projections by each category for apps and services which are monetised via point of sale revenues (split by usage, number of downloads per annum, cost per download, , and total download revenues) incremental revenues (including subscriptions, licences and upsold content) and advertising revenues.

The report also provides an in-depth analysis of currently available mobile AR applications, studying the relative proportion of AR titles by category, together with an assessment of the comparative strengths and weaknesses of business models poised to predominate. It also examines which are likely to be the key growth areas in mobile AR evaluating the opportunities for enterprise, retailers, games and mobile search.

Companies Referenced

Activision, AdMob (Google), Apple, AT & T, Barclaycard, Bolt Creative, Capybara, Com2uS, Connect2Media, Digital Chocolate, Electronic Arts, Finblade, Firemint, Fishlabs, Gameloft, Gamevil, GetJar, Glu Mobile, Google, Greystripe, Handango, HTC, iAd (Apple), LG, Microsoft, Motorola, Nintendo, Nokia, Oracle, Qualcomm, Rovio, Samsung, Sony Ericsson, Spacetime Studios, Symbian, Take-Two Interactive Solutions, Vodafone, Volkswagen.

Key Questions

1. What are the key growth opportunities in mobile augmented reality?
2. Which business models are likely to predominate as mobile AR gains traction?
3. What is the advertising and marketing potential of mobile AR?
4. Which major retailers and vendors are investing in mobile AR?
5. What are the major hurdles constraining mobile AR deployments and usage?
6. What revenues is mobile AR likely to generate over the next five years?

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TABLE OF CONTENTS

Executive Summary

ES1 Introduction
ES2 What this Report Covers
ES3 The Market for Mobile Augmented Reality
ES3.1 The Opportunity for Mobile AR
Figure ES1: Evolution of Mobile AR Market, 2009-2015
ES3.2 The Growth of Mobile AR Revenues
Figure ES2: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Advertising, Incremental & Point of Sale) 2010-2015
Table ES1: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Advertising, Incremental & Point of Sale) 2010-2015
Figure ES3: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010-2015
Table ES2: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010- 2015
Figure ES4: Mobile AR Revenue Streams ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2015
Table ES3: Mobile AR Revenue Streams ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2015
ES4 Strategic Recommendations

1. The Development of Mobile Augmented Reality

1.1 Introduction
1.2 What is Augmented Reality?

1.3 Augmented Reality via the Mobile

1.3.1 How it Works
1.3.2 Enabling Technologies
i. QR Code
Figure 1.1: Two-Dimensional Barcode (QR Code)
a. Case Study: N Building . Augmented Reality Facades
Figure1.2: N Building
ii. Image Recognition
iii. Facial Recognition
a. Case Study: Total Immersion
Figure 1.3: Screenshots of Total Immersion/Atol iPhone App
b. Case Study: Comverse
iii. Markerless Tracking

1.4 Key Drivers for Mobile AR

1.4.1 Accelerating Consumer Adoption of Smartphones
Figure 1.4: Installed Smartphone Base (m) Global Split by AR Capable/Other 2008-2010
1.4.2 The Rise of the App Store
i. Case Study: Barclaycard Waterslide Extreme
Figure 1.5: Fishlab’s Barclaycard-Branded Waterslide Extreme on the iPhone
ii. Case Study: Carlsberg Can Catch
Figure 1.6: Carlsberg Can Catch
1.4.3 Mobile Internet Adoption is Increasing
Figure 1.7: Mobile Internet User Base (m) Split By 8 Key Regions 2006-2010
1.4.4 Brands Are Recognising the Potential of Mobile Distribution Channels
1.4.5 The Rise of mCommerce

2. The Opportunity for Augmented Reality on the Mobile

2.1 Introduction

2.2 The Evolution of the Mobile Augmented Reality Market

Figure 2.1: Evolution of Mobile AR Market, 2009-2015
2.2.1 Case Study: Google Goggles
Figure 2.2: Google Goggles
2.2.2 Case Study: Qualcomm AR SDK
Figure 2.3: Prototype Rock ‘Em ‘Sock ‘Em AR Game
2.2.3 Case Study: RIM acquires TAT

2.3 Key Areas for AR App Deployment

Figure 2.4: Relative Prevalence of AR App Titles Split By 6 Categories (Location-based Search, Multimedia & Entertainment, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010 (n=100 titles)
Figure 2.5: Relative Prevalence of Paid AR App Titles Split By 5 Categories (Local Search, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010 (n=48).
Figure 2.6: Average Retail Price Point for AR Applications ($) Split By 5 Categories (Local Search, Education & Reference, Lifestyle & Healthcare, Games & Social Networking) December 2010
2.3.1 Location-Based Search
i. Definition
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: Layar
v. Case Study: Wikitude World Browser and Wikitude Drive
Figure 2.7: Wikitude World Browser Screen Shot
2.3.2 Social Networking
i. Definition
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: Sekai Camera.
Figure 2.8: Sekai Camera Screenshot
Figure 2.9: Sekai Apps Screenshots: Sekai Cafe AR, Ka-Boom!, Sekai Hero
2.3.3 Games
i. Definition
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: ARdefender
Figure 2.10: ARdefender Screenshot
v. Case Study: Star Wars Arcade: Falcon Gunner
Figure 2.11: Star Wars Arcade: Falcon Gunner Screenshot
2.3.4 Lifestyle & Healthcare
i. Definition
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: junaio
Figure 2.12: junaio 2.0 Schematic
Figure 2.13: Sausilitoes AR ad Campaign
2.3.5 Education & Reference
i. Definition
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: Stedelijk Museum (ARtours)
2.3.6 Multimedia & Entertainment
ii. AR Market Status
iii. AR Opportunity
iv. Case Study: Gorillaz . Escape to Plastic Beach
Figure 2.14: Gorillaz . Escape to Plastic Beach Screenshot
2.3.7 Enterprise Solutions.
i. Definition
ii. AR Opportunity

2.4 Monetising Augmented Reality

2.4.1 Pay-Per Download
2.4.2 Freemium: AR Lite
2.4.3 Free to Download/Ad-funded
2.4.4 Preinstalled AR apps

2.5 The Market for Mobile Augmented Reality Services and Products

Figure 2.15: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking,
Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010-2015
Table 2.2: Total Mobile AR Market ($m) Split by 7 Categories (Social Networking,
Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia, Games & LBS) 2010-2015
Figure 2.16: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2010-2015
Table 2.3: Total Mobile AR Market ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2010-2015
Figure 2.17: Mobile AR Categories ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2015
Table 2.4: Mobile AR Categories ($m) Split by 3 Revenue Streams (Point of Sale, Incremental & Advertising) 2015

3. Barriers to AR Deployment and Adoption

3.1 Introduction
3.2 Public Awareness
3.3 Demonstrating that AR Can Add Value
3.4 Meeting Expectations
3.5 User Interface
3.6 Addressable Market
3.7 Visibility/Reach
3.8 Technological Limitations

3.9 Safety

3.9.1 Privacy, Libel & Obscenity
i. Privacy.
a. Case Study: Google Street View
ii. Copyright
iii. Libel/Obscenity Laws

4. The Market for AR Downloads: POS

4.1 Introduction

4.2 Methodology

Figure 4.1: Bottom-Up Methodology for Derivation of AR Point-of-Sale/Download Revenues

4.3 AR-enabled Handsets Subscriber Forecast

4.3.1 Global Mobile Handset Forecasts
Figure 4.2: Global Mobile Handset Installed Base Forecast (m) Split by 8 Key Regions 2009-2015
Table 4.1: Global Mobile Handset Installed Base Forecast (m) Split by 8 Key Regions 2009-2015
4.3.2 AR Handset Forecasts
Table 4.2: Percentage of Handsets Equipped with AR Capability Split by 8 Key Regions 2008-2015
Figure 4.3: Handsets with AR Capabilities (m) Split by 8 Key Regions 2009-2015.
Table 4.3: Handsets with AR Capabilities (m) Split by 8 Key Regions 2009-2015

4.4 Mobile AR Service Users and Usage

Table 4.4: Percentage of AR Handset Users Who Use AR Apps and Services Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015
Figure 4.4: Number of AR Handset Users Who Use AR Apps and Services (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015
Table 4.5: Number of AR Handset Users Who Use AR Apps and Services (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2009-2015

4.5 The Point-of-Sale Market for AR Services and Applications

Figure 4.5: Average Number of AR App Downloads per User per Year Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Table 4.6: Average Number of AR App Downloads per User per Year Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia
& Entertainment, Games & LBS) 2010-2015
Figure 4.6: Total Number of AR App Downloads Per Year (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Table 4.7: Total Number of AR App Downloads Per Year (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
4.5.1 Retail Revenues of AR Applications
Table 4.8: Percentage of App Downloads Which are Paid for Onstore Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Figure 4.7: Number of AR App Downloads Which are Paid for (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Table 4.9: Number of AR App Downloads Which are Paid for (m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2014
Table 4.10: Mobile AR Apps, Price per Download ($) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Figure 4.8: Mobile AR Apps, Retail Value ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015
Table 4.11: Mobile AR Apps, Retail Value ($m) Split by 7 Categories (Social Networking, Enterprise, Lifestyle & Healthcare, Education & Reference, Multimedia & Entertainment, Games & LBS) 2010-2015

5. The Market for Mobile AR Apps - Incremental Revenues

5.1 Subscriptions, Licences and Value-Added Content

5.2 Methodology

Figure 5.1: Bottom Up Methodology for Derivation of Incremental AR App Revenues

5.3 Incremental Users & Usage

Table 5.1: Percentage of Downloaded AR Apps That Upsell VAS Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
Figure 5.2: Number of AR Apps That Upsell VAS, Upsold Content (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
Table 5.2: Number of AR Apps That Upsell VAS, Upsold Content (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social
Networking & Enterprise) 2011-2015
Figure 5.3: Average Number of AR VAS Sold Per Upselling Download Split by 6 Categories (Location-based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social
Networking & Enterprise) 2011-2015
Table 5.3: Average Number of AR VAS Sold Per Upselling Download Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social
Networking & Enterprise) 2011-2015
Figure 5.4: Total Number of AR VAS Sold (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise)
2011-2015
Table 5.4: Total Number of AR VAS Sold (m) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking &
Enterprise) 2011-2015

5.4 Incremental Revenues of AR Applications

Table 5.5: Price per VAS ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise) 2011-2015
Figure 5.5: AR Apps, Upselling Revenues ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking & Enterprise)
2011-2015
Table 5.6: AR Apps, Upselling Revenues ($) Split by 6 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare, Social Networking &
Enterprise) 2011-2015

6. The Market for Mobile AR Apps . Advertising

6.1 Introduction

6.2 Methodology

Figure 6.1: Bottom Up Methodology for Derivation of Mobile AR App Revenues

6.3 Ad-Funded AR “Sessions”

6.3.1 Average Usage Levels
Figure 6.2: Average Number of AR Sessions per Service User Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Table 6.1: Average Number of AR Sessions per Service User Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Figure 6.3: Total Number of Usage Sessions of AR Apps and Services (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social
Networking) 2010-2015
Table 6.2: Total Number of Usage Sessions of AR Apps and Services (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Table 6.3: Percentage of Sessions Resulting in Clickthroughs of Sponsored AR Links Split 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015

6.4 AR Ad-funded Sponsored Sessions and Response Rates

Figure 6.4: Total Number of Sponsored Sessions (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking)
Table 6.4: Total Number of Sponsored Sessions (m) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking)
2010-2015
Table 6.5: Average Number of Clickthroughs per Sponsored Session Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Figure 6.5: Total Number of AR-enabled Clickthroughs Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Table 6.6: Total Number of AR-enabled Clickthroughs Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015

6.5 AR Advertising Costs and Revenues

Table 6.7: CPC (Cost per Clickthrough) Rates for AR Advertising ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Figure 6.6: Total Mobile AR-related Adspend ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Table 6.8: Total Mobile AR-related Adspend ($) Split by 5 Categories (Location-Based Search, Games, Multimedia & Entertainment, Lifestyle & Healthcare & Social Networking) 2010-2015
Glossary

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モバイル拡張現実(AR)は主要なブランドによって2015年に14億ダウンロードとなり、そのためモバイル市場も成長

英国ハンプシャー州、2011年2月28日
英国調査会社ジュニパーリサーチ社の調査レポート「モバイル拡張現実(AR)市場調査:市場将来性、戦略分析、2015年までの予測 ー Mobile Augmented Reality:Opportunities, Forecasts & Strategic Analysis 2011-2015」は、モバイルアプリケーションへのモバイル拡張現実(AR)の搭載が拡大し、世界のダウンロード数は、2010年の1100万から2015年には14億へと急増するだろうと報告している。

この調査レポートは、ARによるアプリは既に急増しており、使用できる製品も、初期の位置情報ベースの検索アプリから拡大して、ゲーム、SNS、教育、ライフスタイル、個人向け健康アプリなどに大幅に増えていると報告している。このような成長は、スマートフォンにAR機能が大幅に導入されたことによるものである。

さらに、2010年後半の大きな成長にはブランドへの関心や認知が関係していると調査レポートは指摘している。ARコンテンツは、多くの主要なブランドがアプリを作成したり、既存のARアプリにエンドユーザが広告キャンペーンで使えるようにしたりしている。

この調査レポートの著者Windsor Holden博士は、「カールスバーグなどの企業による大規模な広告キャンペーンがARを取り入れたり、Time Out、英国の郵政公社、コカコーラなどがARアプリであるjunaioによってARコンテンツをBtoC向けに使っている。企業は、消費者にブランド力を向上させる重要なツールとしてARを使用している」と語る。(後略)

[プレスリリース原文]
Mobile Augmented Reality to Generate 1.4 billion Downloads by 2015 as Major Brands and Mobile Developers Embrace the Concept

Hampshire, UK – 28th February 2011:  A new report from Juniper Research has found that the increasing focus on incorporating augmented reality (AR) elements within mobile applications will lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015, up from just over 11 million last year.

The new Mobile Augmented Reality report found that the number of AR capable apps on offer had already risen dramatically, while the breadth of products available had widened significantly from the initial wave of location-based search apps and browsers to cover games, social networking, education, lifestyle and personal healthcare apps. These developments have been accompanied by the surge in the installed base of AR capable smartphones.

In addition, the report noted that brand interest in, and awareness of, AR rose dramatically over the latter half of 2010, with a number of leading brands either creating apps with AR content or else utilising existing mobile AR apps to enable end users to access the AR elements of advertising campaigns.

According to report author Dr Windsor Holden, “High-profile companies such as Carlsberg are integrating branded AR apps into wider campaigns, while  others – Time Out, Royal Mail, Coca Cola - are using B2C applications such as junaio to facilitate AR content. These initiatives are indicative of a growing desire amongst brands to use AR as a key tool to engage with the consumer.”

Other key findings of the Mobile Augmented Reality report include:

• Annual revenues generated by mobile AR applications and services are expected to approach $1.5 billion by 2015, up from less than $2 million in 2010
• Enterprise apps with AR elements are expected to account for the third-largest proportion of revenues by 2015, after location-based search and games
•  Governments and mobile content regulators may need to revise or update existing regulations pertaining to privacy, libel and copyright to take AR applications into account.