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Augmented Reality: Emerging Tools To Explore

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

July 5, 2016


Why Read This Report

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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Table of Contents

  • Augmented Reality Is One Tool In A Larger Mobile Toolkit
  • Navigate Three Decision Points To Build AR
  • Augmented Reality Enhances Each Step Of The Customer Journey
  • Recommendations

  • Use AR For Customers' Convenience — Not As A Gimmick
  • Supplemental Material
  • Related Research Documents

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