According to Tencent technology news on March 8, Guo Mingli Z, a well-known analyst of Apple’s product industry chain, recently predicted that Apple will release augmented reality (AR) “contact lenses” in 2030, which may help guide electronic products from the era of “visible computing” to the era of “invisible computing”. A number of market research institutions recently released reports, which detailed AR, VR (virtual reality) and MR (mixed reality) markets, including market size, industry status, future development trend and growth opportunities.
Smart phones + mobile games promote the rapid popularization of AR
According to the report released by grand view research, a market research company, the global ar market is expected to reach US $340.16 billion by 2028, with a compound annual growth rate of 43.8% from 2021 to 2028. The continuous innovation in AR field has triggered the adoption of this technology in several industries and industry vertical fields, and is driving the market growth.
More and more people use AR supported online platforms for shopping, education and social media interaction, as well as for other purposes, and get better immersion experience. The introduction of webar is expected to create substantial opportunities for market growth. Webar is a digital technology that allows users to access ar directly on the Internet without downloading any applications.
Grand view research predicts that the proliferation of smartphones and the wide adoption of AR in mobile games are expected to drive the rapid growth of the market. It is estimated that from 2021 to 2028, the compound annual growth rate of handheld device display is the highest, more than 45%. Among them, the Asia Pacific market is expected to record the highest compound annual growth rate in the forecast period.
After novel coronavirus pneumonia outbreaks, retail stores around the world are temporarily closed and e-commerce sales are rising. As a result, several companies are launching new products online and using AR technology to provide an immersive experience for buyers. AR and 3D visualization technology enable consumers to experience products in real time in a virtual way before making a purchase decision.
The education industry is increasingly interested in adopting AR technology, because it has great advantages in helping students experience more detailed and vivid information concepts. Following the outbreak of novel coronavirus pneumonia, the educational industry’s adoption of AR technology is expected to grow significantly in the short term as several educational institutions transfer curriculums and lectures to virtual activity platforms.
Apple plans to launch its first AR helmet in 2022 and smaller ar glasses in 2023. Ar smart glasses market is speeding up, because it is gradually becoming a solution to industrial and enterprise problems from a niche product.
The global market size of AR helmet Market in 2018 is US $1.64 billion, and grand view research predicts that the compound annual growth rate will be 73.8% before 2025. The global AR and VR value of healthcare market size in 2016 is 568.7 million US dollars, which is expected to grow at a compound annual growth rate of 29.1%. In 2016, the scale of AR and VR in the global game market was US $97.8 billion, and it is expected that there will be significant growth in the next eight years.
At the same time, market digits, a market research and consulting organization, predicts that the AR and VR market size of the retail industry will reach US $2.1 trillion by 2027, with a market growth rate of 68.5% from 2020 to 2027. Major players in the industry include Google, Microsoft, Facebook and magic leap.
Among them, the preference for advanced equipment in medical training, patient care management and education is increasing, the utilization rate of online shopping, retail and e-commerce is rising, the investment of technology giants in adopting AR and VR is surging, and the popularity of portrait digital information in various applications may promote the growth of retail AR and VR market before 2027. In addition, the rising trend of intelligent manufacturing and the growth of tourism will further promote various opportunities, which will also promote the expansion of VR and AR markets.
Due to the participation of various investors and the adoption of AR and VR in various retail industries, North America will become the leading market for VR and AR technology adoption in retail industry, while the Asia Pacific region is expected to achieve growth in 2020 and 2027 due to the adoption of AR and VR in 3D animation, 3D virtualization and other applications. However, the limited storage capacity, processing capacity and memory card capacity of smart phones, as well as the lack of high-quality infrastructure support, will restrict the expansion of VR and AR market.
Experience hotel environment through VR platform
According to the report of grand view research, the global VR market will reach US $69.6 billion by 2028. From 2021 to 2028, the market is expected to grow at a compound annual growth rate of 18%. In recent years, technological progress has paved the way for VR and AR to experience real world life in a digital environment. The outbreak of the epidemic has led to the rapid rise of VR platforms and tools, especially in the fields of education and e-commerce. VR technology provides many companies with new technologies and opportunities to attract potential customers into their business.
The e-commerce industry provides a unique use case, that is, to try clothes or accessories virtually and help customers make the right purchase decisions. In addition, in order to curb the spread of coronavirus, educational institutions were temporarily closed, forcing institutions to transfer academic conferences to VR based online platforms for better cooperation. The technology also enables medical professionals to provide training and treatment assistance through their audiovisual tools. The main driver of the global market is the increasing adoption of automation and artificial intelligence (AI) in several industries.
It is expected that the deployment of 5g network, which will enhance the immersion experience of VR devices, and the rising popularity of smart phones may also promote the growth of VR market. Various industries, such as medical, retail, education, manufacturing, automation, real estate and tourism, have deployed several VR based software or devices, which have proved to have made great progress. For example, Atlantis, a luxury resort in the United Arab Emirates, provides potential customers with the opportunity to experience the resort atmosphere through VR 360 tools, providing the audience with an immersive and realistic scene.
The innovation of smart phone hardware, together with the emergence of the most advanced VR compatible headwear devices, is expected to promote the development of this market from 2021 to 2028. In 2020, headwear devices will account for more than 60% of the total VR market share. Among them, semi immersive devices account for the largest share of revenue in 2020, and it is expected that there will be a substantial growth in the forecast period. This growth is attributed to the fact that this technology can provide a real dimension for the simulation field. In 2020, the Asia Pacific region has the largest market share, about 40%, and is expected to maintain a leading position throughout the forecast year.
Driven by artificial intelligence (AI) and automation, VR is redefining the strategies adopted by organizations in the process of operation. It is defined as the application of computer technology to build an analog environment to bring users a digital world. Smart phones plus headphones have been the most popular way to provide digital immersion experience for many years. However, VR has shown more compelling use cases, such as real estate and tourism applications.
Developers and hardware development companies are focusing on making VR helmets to enhance the virtual experience, such as increasing the field of view and eye tracking. The proliferation of ultra high speed mobile networks and 5g connections is expected to drive VR adoption in the entertainment industry. The epidemic is likely to spawn more tools and platforms to support VR. George Washington University Hospital, for example, is using VR technology to look at patients’ lungs to fight coronavirus. In addition, the VR platform is providing solutions to support travel restrictions to combat the epidemic. For example, imeve, a technology start-up based in the United States, has developed avatour remote presentation platform with VR technology. The platform delivers users to remote locations in real time, providing an excellent alternative for travel.
In addition, due to the nationwide blockade in several countries, it is necessary to promote the work at home policy, and virtual conference has become the preferred communication mode for employees. Therefore, VR is in the forefront of the fight against the epidemic, from the accelerated lung diagnosis to the virtual conference held by the company.
One of the major challenges of current VR technology is the requirement of display unit and helmet. The processing hardware for graphics generation is usually included in the head mounted device. However, the trend of unbounded hardware devices is responding to this challenge. Apple, for example, is planning to launch a helmet with VR and AR features that won’t be bundled with smartphones or computers. In addition, Facebook has designed its oculus helmet as a separate version of oculus quest, which does not need to be connected to a PC or smartphone.
Mr manipulates virtual objects in reality
Research and markets, the world’s leading market analysis and reporting service provider, said in a report entitled “AR and Mr markets for technology, infrastructure, equipment, solutions, applications and services in vertical industries from 2021 to 2026” that by 2026, the global AR and Mr market is expected to reach US $372 billion, with a compound annual growth rate of 54%.
Among them, consumer electronics is the largest vertical industry, and the military sector is expected to have the highest growth potential. Latin America is expected to have the highest growth rate, with a compound annual growth rate of 77%. North America is the largest region, followed by Europe.
Ar represents a real-time (direct or indirect) view of the physical, real-world environment, some of which are enhanced by computer-generated sensory input. In addition to visual coverage, AR can also provide audio and tactile input to users, and rely on positioning technology to present sensory input and information of specific location to users. In this way, AR represents the integration of information technology and media in the real world environment for the benefit of consumers, enterprises and industrial users.
Mr represents a form of hybrid reality in which physical and digital objects coexist and interact in real time. With MR, virtual objects are either digitally mixed into the real world, or objects in the real world are merged into the virtual world. The latter situation is sometimes called “enhanced virtual”, which is a step closer to VR, because the real world objects and real objects in the virtual world present a sense of permanence, as if they really exist in the virtual world.
In addition to this sense of permanence, real-world objects in the virtual world may be digitally controlled. On the contrary, Mr can also support the manipulation of virtual objects permanently placed in the real world. In any case, Mr will be an important aspect of telerobotics and other forms of teleoperation. Mr’s goal is broad, but it focuses on the real integration of real world and virtual world in the direction, which we believe will become the main catalyst for the wide acceptance and use of VR in all major industries.
The growing demand for AR and Mr technologies in the entertainment, retail and defense sectors encourages manufacturers to expand their business. Both traditional advertisers and digital media companies need to be prepared for the changing reality. Advertisers are considering using these technologies as part of their marketing campaign to attract new customers while retaining existing ones. At present, whether ordinary consumers can accept AR and MR technology in the short term is uncertain, but the market is building its own ecosystem, improving hardware, and preparing for the long-term promotion of intelligent AR and Mr devices.
The hardware market is expected to reach US $103.9 billion in 2021, with a compound annual growth rate of 79.2%. It is the main component of the global AR and Mr market. The software market is expected to reach US $32 billion, with a compound annual growth rate of 89.2%. The hardware components in training and education will drive the market growth in the forecast period. The service sector will reach US $6.7 billion, with a compound annual growth rate of 105.8%. (Tencent technology reviser / Jinlu)