For Marketing Leadership Professionals

Mobile Augmented Reality

Beyond The Hype, A Glimpse Into The Mobile Future

    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.
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    TABLE OF CONTENTS

    • Stepping Back From The Hype: The "Reality" Of Mobile Augmented Reality Today
    • A Glimpse Into The Mobile Future
    • RECOMMENDATIONS

      Benchmark Augmented Reality Carefully To Anticipate The Mobile Future
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