Trend Report

Mobile Augmented Reality

Beyond The Hype, A Glimpse Into The Mobile Future

 and  one contributors
Dec 17, 2010

Summary

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.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).