In the coming years, there will be radical changes in the market conditions, our world in the coming decade will be strongly influenced by the so-called augmented reality (AR) - forecasts the Polish Agency for Enterprise Development in the report "Monitoring trends in innovation".
In the information on the PARP report, he writes that in the next few years there will be radical changes in market conditions, including business models of companies and consumer preferences. Augmented reality (AR) is - according to the agency - an example of technology that will strongly shape our world in the coming decade.
According to MarketsandMarkets data, the augmented reality market is expected to grow from $ 15.3 billion. up to $ 77 billion in 2020 in 2025. The greatest demand for AR technologies today comes from the creative economy industries - particularly games, live events, video entertainment, and retail - but over time they will find wider use in industries as diverse as healthcare, education, the military and real estate.
As explained, augmented reality is about enriching the real environment with computer-generated content that is largely supplemented with graphic content. The system combines the real world and virtual reality, is interactive in real time, allows freedom of movement in three dimensions.
"Augmented reality is an example of a technology that in the next decade will strongly shape our world. (...) With the development of technology and the expansion of its availability, new areas of AR applications have appeared. This situation means that in the next few years there will probably be dramatic changes in market conditions, including business models of companies or consumer preferences "- says Paweł Chamber from the Analysis and Strategy Department of PARP, quoted in the information.
According to PARP, the growing demand for AR devices and applications in healthcare, increasing investments in the AR market, and growing demand for AR in the retail and e-commerce sectors due to COVID-19 are the key factors driving the current market growth. In the "Seeing is believing" report from 2019, PwC estimates that virtual reality and augmented reality can bring significant economic benefits by increasing global GDP by $ 1.5 trillion. by 2030. The augmented reality market itself is forecast to be similar to that of smartphones and tablets.
"AR may therefore have hundreds of millions of users, and the hardware prices will be similar to these devices. The AR software and services industry may be similar to today's telecommunications market. A significant user base will be the main source of income for the television, film and advertising industries" - notes PARP.
One of the most obvious and profitable industries in which AR can continue to thrive is games. Nevertheless, all companies that use the presentation of products, objects, their placement in space, or simply deal with production, can use the AR capabilities. At present, architectural companies are showing considerable interest, for which simulations in space may prove extremely useful. In turn, industrial companies see possibilities in the assembly of many components. For the marketing industry, AR has great potential to revolutionize the way products are presented.
"The potential of augmented reality is enormous. In the future, it may surprise us more than once. For example, there is already a technology whereby the virtual image is presented directly in the contact lens. The future of AR depends on the development of technology, and there are still many issues to be investigated." - says Cornflower.
According to the report, the main directions of the development of augmented reality seem to be, among others, replacement of computer screens by devices displaying images in real space, which can be controlled by means of gestures or eyesight; creating virtual devices, applications, control panels - the creation of which would not be possible using existing solutions; virtual conferences; using holograms as virtual screens, interactive whiteboards that would allow computer-generated images to interact with real audiences; virtual industrial plants or virtual instrumentation - such as a wall clock, planner and calendar above the bed.
Among the new areas of application of AR, the report mentions, among others, industry, automotive, army, medicine, transport and navigation, trade, marketing and advertising, sport, event broadcasts and education.
In the opinion of the authors of the report, the observed significant increase in the augmented reality availability index allows us to assume that the actual ways of using its latent potential are limited only by the possibilities of human imagination.
The PARP expert notes, however, that AR means not only new opportunities but also new challenges. "Currently, most companies are not prepared to use these technologies. The problem is not only hardware but also outdated systems. Cybersecurity issues also raise serious concerns," he adds. (PAP)
Author: Marcin Musiał