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Augmented Reality —Enabling Digital Business with an Immersive Interface

Tuong H. NguyenPrincipal Research Analyst

16 years at Gartner, 16 years industry experienceGartner's Personal Technologies team focusing on immersive technologies (augmented and virtual reality), consumer behavior and segmentation issues, including branding, distribution channel strategy, device preferences, and upgrade and replacement cycles.

For a broader insight into Gartner you can find us: @Gartner_inc on Twitter and Gartner on LinkedIn.

@TuongH_Nguyen

https://www.linkedin.com/in/tuong-nguyen

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The Future of Augmented Reality

Businesses not prepared for augmented realityUse it to leap ahead of competition Source: Hyper-Reality (2016), Keiichi Matsuda

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Key Issues

1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing advanced augmented reality

processes, experiences and new behaviors?

4 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

Key Issues

1. What augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

experiences and new behaviors?

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By 2021, adoption of augmented reality solutions to improve business processes in large enterprises will grow to 20%

Strategic Planning Assumption

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Smart Mirrors

Level of Immersion

Low/None Advanced

Augmented Reality

Virtual Reality

CAVE

Magic Windows

FullPartial

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A Variety of Interface Device Options

7

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Key Issues

1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

experiences and new behaviors?

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Poll Q1: In your job, will augmented reality have a role in the next 2 years?

1. Yes2. No

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Will Your Business Pilot or Launch Immersive or Ambient Projects in the Next 12 Months?

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No plans18%

Currently assessing

25%

Piloting/ implementing

34%

Actively using23%

CMO AR SPENDING

Augmented Reality Marketing

Q. What are your organization's plans for augmented reality for marketing in 2016?

Base: Allocates portion of budget to innovation, n = 214

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Extension of IoT and Digital Business

Service or App

Thing

Embedded intelligence

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Augmented Reality for Consumers (as Customers) BMW —

AR for navigation

Jaguar Land Rover —AR digital showroom

Source: Jaguar Land Rover

Source: BMW

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Augmented Reality for Enterprise

14

Source: APX Labs

Source: Apple/Metaio

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Source: DHL

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Key Issues

1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

experiences and new behaviors?

17 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

Designing Augmented Reality Experiences Isn’t Intuitive or Easy

Start piloting.

Identify tasks and situations that benefit from augmented reality solutions.

Architect solutions and experiences; mapping business data to augmented worlds.

Create business-oriented ROI goals.

Don't let hype influence augmented reality efforts.

Plan

Behavior

Design

Process

Outlook

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Poll Q2: How do you expect to use augmented reality in the next 2 years?

1. Customer / consumer engagement2. Check lists / task itemization3. Video guidance / see-what-I-see scenarios4. Visual design and collaboration5. Other

19 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

Related Gartner Research

X Market Guide for Augmented RealityTuong Huy Nguyen and Brian Blau (G00276029)

X Market Trends: Head Mounted Displays for Virtual Reality and Augmented Reality Brian Blau and Tuong Huy Nguyen (G00246830)

X Maverick* Research: Goodbye Smartphones, Hello HMDsAnnette Zimmermann, Tuong Huy Nguyen, Brian Blau (G00278062)

X What Product Developers Needs to Know About New Sensing and Recognition Capabilities in Augmented RealityTuong Huy Nguyen, Atsuro Sato and Annette Zimermann (G00268998)

X The First Three Steps in Evaluating the Role of Head-Mounted Displays for Field ServiceJim Robinson, Angela McIntyre, Brian Blau (G00301224)

X Innovation Insight: Augmented Reality Will Become an Important Workplace ToolTuong Huy Nguyen (G00258074)

X Innovation Insight: Smartglasses Bring Innovation to Workplace EfficiencyAngela McIntyre and Tuong Huy Nguyen (G00250429)

For more information, stop by Gartner Research Zone.

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