Trends Report

Augmented Reality: Emerging Tools To Explore

Augmented Reality (AR) Offers Simple Utility Today, But The Best Experiences Are Yet To Come

July 5th, 2016
Julie Ask, null
Julie Ask
Laura Naparstek, null
Laura Naparstek
With contributors:
Fiona Swerdlow , J. P. Gownder , Sucharita Kodali , Jaclyn Galan , Kara Hartig

Summary

In 2016, the app-based game Pokémon Go inspired consumers to adopt AR experiences on their smartphones, forcing enterprises to ask, "Should I leverage the rising popularity of AR in my own mobile strategy?" Mobile AR is a tool that digital business professionals are beginning to use to engage consumers. Today, AR simplifies how consumers discover and consume content. Digital business professionals should consider or test AR as a tactic because AR is not a strategy or end in itself. First create an overall mobile strategy and then determine if AR fits and in what form. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and to incorporate the latest survey results.

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