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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