Forrester

Why Read This Report

Mobile augmented reality (AR) has become a widely referenced technology in less than a year, but in fact this technology is just emerging and will take years to scale. For now, it is primarily used by brands willing to launch innovative mobile services and in search of a "wow" effect. However, Forrester believes this is much more than a gimmick. In the years to come, it will be a disruptive technology that changes the way consumers interact with their environments. It will bridge the real and digital worlds, enabling new ways to engage with customers via advanced digital interactivity. Because mobile AR makes the most of mobile's unique attributes, it will help transform mobile phones into the new remote control of our personal daily lives. Consumer product strategists should benchmark innovation in this space very carefully, conceive their mobile services as if the technology were already mature, but integrate it very cautiously in their 2011 mobile road maps.