The Future of Augmented Reality in the Enterprise 


Sales of headsets and other augmented reality (AR) devices may have stagnated, but all predictions indicate that the future for AR is bright. Recent research from New York City-based ABI Research earlier this month, for example, shows that with the promise for consumer AR in the coming years, vendors are working on potential applications for the enterprise market too. The report also found that the augmented reality hardware market is ripe for innovation and transformation especially in the diverging capability demands for displays coming from divergent consumer and enterprise requirements.

 

Customer Experience Driving AR Development

 

Earlier this year, further research from the same company shows that AR and VR will be the next innovative technology that will improve and impact the retail and marketing sectors. According to the report, consumer demand for a better shopping experience is enabling ecommerce and digital marketing vendors to build better customer experiences using VR and AR.


Already, the research shows, automotive companies and travel agencies are effectively using VR as a marketing tool. Virtual test drive and a 360-degree view of vehicles are attractive marketing tools for consumers. Similarly, 360-degree video of travel destinations and virtual tours before buying a travel package or airline tickets are great platforms to assist travel ticket sales. Furniture and home improvement stores have been early adopters of VR in the retail segment.  Meanwhile, Walmart’s recent acquisition of VR software company Spatialand shows just how much retailers are expecting VR to bring to the table. Is this, then, the future of AR and VR?

 

Related Article: Why Augmented Reality Will Be Your Next Customer Channel

Current And Future AR Sales

 

According to Robert Radek, founder and CEO of Gibraltar-based GEON Network, AR technology is used in a wide range of markets including commercial, gaming, retail, and e-commerce already. Some of the key players in the space are Immersion, Magic Leap, Apple, Sony, Microsoft, PTC, Google, Infinity Augmented Reality and Samsung Electronics. “As a search term, Google reports have shown increasing interest in the topic of “AR” and “augmented reality. There is a growing audience interest as well as estimated market growth. Therefore, in the immediate, medium, and long-term we are seeing exponential growth potential,” he said.

 

He added that what may be causing stagnation in sales of technology using AR such as headsets is that currently, products offered only address a small market of those interested in using the technology for reasons related to leisure such as gaming. This shows us that there needs to be more of a meaningful connection between AR, and the online space.