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增强现实和混合现实市场 - 增长、趋势、COVID-19 影响和预测 (2023-2028)
市场调查报告书
商品编码
1189882

增强现实和混合现实市场 - 增长、趋势、COVID-19 影响和预测 (2023-2028)

Augmented Reality & Mixed Reality Market - Growth, Trends, and Forecasts (2023 - 2028)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

增强现实市场预计在 2021-2026 年预测期内的复合年增长率为 83.3%。

预计2020年市场规模将达到50.6亿美元，2026年将达到2257.7亿美元。 混合现实市场在 2020 年的价值为 3.761 亿美元，预计到 2026 年将达到 39.156 亿美元，在 2021-2026 年的预测期内復合年增长率为 41.8%。我来了。 世界完全沉浸在两种技术中：虚拟现实 (VR) 和增强现实 (AR)。 这两种技术的惊人融合产生了一种称为混合现实的增强现实体验。 混合现实是增强现实和虚拟现实的无缝交叉，结合了两个世界的优点。

主要亮点

  • 增强现实 (AR) 由于其复杂的技术性质，在实现商业化方面进展缓慢。 微软 Hololens 项目始于 2010 年，历时六年开发，并于 2016 年第一季度推出了开发者版。 虽然增强现实 (AR) 距离充分发挥其市场潜力还有十多年的时间，但在过去两年中，航天工业的技术进步加速了市场研究。
  • 我们观察到，当前的市场情景侧重于创建更适合智能手机的内容和工具。 预计这将由软件和硬件进步相结合而实现的逼真增强现实 (AR) 驱动。 此外，许多社交媒体应用程序（如 Facebook、Instagram 和 Snapchat）通过各种有趣的过滤器整合了增强现实体验。
  • 汽车行业也在转向增强现实 (AR) 业务。 许多汽车製造商正在使用人工智能技术和增强现实技术（通过平视显示器）来展示他们在市场上的存在。 宝马、梅赛德斯-奔驰、雪佛兰、丰田和沃尔沃等製造商已经拥有增强现实功能。
  • 另一方面，混合现实在业务流程中得到越来越广泛的认可，其势头有望进一步增长。 然而，由于初始成本处于高价区间，对消费者来说处境艰难，但对企业来说仍然相对便宜。
  • 对于公司而言，MR 设备可以通过在现实世界的背景下迭加信息来显着提高人们的知识。 它还可以通过允许远程团队实时准确地查看他们正在做什么并获得更好的反馈来改善协作。 在娱乐中，成功的混合现实内容需要观众与他们所体验的内容之间建立情感联繫。
  • 混合现实趋势是由对硬件设备、平台和软件生态系统的投资推动的。 一些投资主要集中在用全新的协作和通信范例取代键盘和平板显示器。
  • COVID-19 对 AR/VR 硬件的需求产生了积极影响，世界各地的公司都在推动其内部和地理位置分散的团队在危机期间进行沟通和协作并向前迈进。他们正在努力寻找方法让他们找到自己的路。 即使在锁定结束后，它引起的行为变化也可能会持续相当长的一段时间。 人们被期望在社交上保持距离，但有了技术和增强现实，他们实际上变得更近了。 这些平台和技术将使多家企业能够独立运营和发展，而不受社会距离问题的影响。

主要市场趋势

游戏行业有望占据主要份额

  • 由于游戏行业的各种进步，吸引市场关注的关键技术是虚拟现实 (VR)、增强现实 (AR) 和增强现实或混合现实 (MR)。 对于狂热的游戏玩家来说，没有什么比踏入游戏，与恶魔、外星人和间谍作战，探索超乎想像的不可思议的环境更令人兴奋的了。
  • AR 游戏市场主要由技术开发、收购和合作伙伴关係推动。 2021 年 6 月，游戏聊天应用巨头 Discord 收购了增强现实初创公司 Ubiquity6。 Ubiquity6 的愿景是建立一个面向消费者的平台来託管增强现实内容，Discord 的收购可以吸引更广泛的受众使用该公司的产品。
  • 这两种技术，AR 和 VR，已经通过多年的创新创造了曾经看似不可能的场景。 例如，Oculus Go 等产品可以立即从您的智能手机下载游戏、应用程序和其他体验，并将它们同步到您的耳机，无需连接到支持 VR 的计算机（如 Oculus Rift）。
  • 但是，随着混合现实的引入，推动游戏混合现实市场的一个主要因素是游戏行业的持续增长。 游戏中的混合现实提供身临其境的虚拟环境，并允许游戏玩家在他们的小工具上体验虚拟现实。 例如，微软 Hololens 运动控制器和开发者套件的推出正在帮助市场参与者刺激游戏中混合现实的发展。
  • 此外，在游乐园和军事训练中越来越多地采用混合现实技术可能会刺激混合现实在游戏行业的应用。 例如，美国等发达国家的大型主题公园正在大力投资将混合现实技术融入游戏技术，以提供身临其境的游戏体验。 此外，具有强势品牌的主题公园正在投资设计和开发基于游戏技术的混合现实主题公园。

北美主导市场

  • 在 AR&MR 市场中，由于大量供应商大力投资于市场创新和战略合作伙伴关係，预计北美在预测期内将实现显着增长。
  • 在全球范围内，美国有望成为最具创新性的增强现实 (AR) 市场之一。 大多数涉足这项技术的公司都位于美国。 高科技曝光和智能设备的可用性在该地区创造了强大的增强现实 (AR) 市场。
  • 该地区的智能设备普及率最高，尤其是智能手錶和智能眼镜。 由于智能设备，尤其是智能手机，在培育增强现实 (AR) 市场方面发挥着重要作用，该地区为预测期内研究的市场增长提供了重要机会。
  • 此外，根据加拿大统计局的数据，2018 年，加拿大和美国分别有 17.5% 和 16% 的人口超过 65 岁。 罗克韦尔自动化指出，超过 25% 的劳动力年龄在 55 岁以上，年轻一代不从事他们的工作，从而造成技能差距。 这种差距可以通过在数字环境中使用混合现实耳机进行安全训练来填补。
  • 此外，该地区是军事和国防开支最高的地区之一。 高度重视军事创新并每年花费约 140 亿美元用于军队数字化培训的美国已与微软合作开发 HoloLens，这是一款 MR 耳机，可让军方在敌人开着时发现他们战场。 2018 年 11 月，微软获得 4.8 亿美元资金，将在未来两年内供应 2500 台 HoloLens 头显。
  • 此外，该地区的投资者正在积极寻求投资于该地区致力于混合现实的各种 AR/VR/MR 技术初创公司。 例如，GFR 基金投资了 17 家基于 VR/AR/MR 技术的北美初创公司。 此类投资预计将在未来继续，并预计将在预测期内推动市场增长。

竞争格局

由于众多参与者的存在，增强现实和混合现实市场相对分散，这对市场的增长做出了重大贡献。 供应商正在不懈地致力于战略合作伙伴关係和创新，以获得最大的市场吸引力并扩大市场规模。

  • 2021 年 3 月 - 完成了由 Chroma Ventures、4J Studios 和 West Coast Capital 共同领投的 500 万美元 A 轮前融资。 新投资将用于加强公司在增强现实 (AR) 市场的地位，并加速其在美国、欧洲和亚洲市场的研发活动和增长。
  • 2021 年 4 月 - PTC 将在以色列理工学院 Technion 开设新的研发设施，新投资额为 500 万以色列谢克尔。 该设施开放用于研究工业物联网、增强现实 (AR)、模拟和生成设计技术。
  • 2021 年 7 月 - Wikitude GmbH 发布了 SDK 9.9，提供基于位置的 AR、图像和对象跟踪、无标记 AR 以及允许 Flutter 开发人员在短短几个小时内扩展周围世界的广泛功能。

其他福利。

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

内容

第1章介绍

  • 调查先决条件
  • 调查范围

第2章研究方法论

第 3 章执行摘要

第 4 章市场洞察

  • 市场概览
  • 工业价值链分析
  • 产业吸引力 - 波特五力分析
    • 供应商的议价能力
    • 买家的议价能力
    • 新进入者的威胁
    • 竞争公司之间的敌对关係
    • 替代品的威胁
  • 工业价值链分析

第 5 章市场动态

  • 市场驱动力
    • 增强现实 (AR) 的应用越来越多
    • 对基于移动设备的增强现实的高需求
  • 市场挑战
    • 技术和监管问题

第 6 章增强现实 (AR) 市场格局 - 市场细分

  • 按类型
    • 硬件
    • 软件
  • 按最终用户行业
    • 游戏
    • 教育
    • 医疗保健
    • 零售/广告
    • 汽车
    • 军事/国防
    • 其他最终用户行业
  • 区域信息
    • 北美
    • 欧洲
    • 亚太地区
    • 世界其他地区

第 7 章混合现实 (MR) 市场格局 - 市场细分

  • 按最终用户行业
    • 消费者
    • 医疗/保健
    • 工业领域
    • 其他最终用户行业
  • 区域信息
    • 北美
    • 欧洲
    • 亚太地区
    • 世界其他地区

第 8 章增强现实主要供应商概况

  • 公司简介
    • Google LLC (ALPHABET INC.)
    • Seiko Epson Corporation
    • Vuzix Corporation
    • Realwear Inc.
    • Dynabook Americas Inc. (Sharp corporation)
    • Niantic Inc.
    • Optinvent
    • Atheer Inc.
    • Blippar.com Ltd
    • PTC Inc.
    • Ultraleap Limited
    • Wikitude GMBH
    • TechSee Augmented Vision Ltd

第 9 章主要混合现实供应商简介

  • 公司简介
    • Microsoft Corporation
    • HP Development Company LP
    • Dell Technologies Inc.
    • AsusTek Computer Inc.
    • Samsung Electronics Company Limited
    • Acer Inc.
    • Magic Leap Inc.
    • Amber Garage (Holokit)
    • Occipital Inc.

第10章 投资分析

第11章 投资分析市场的将来展望

简介目录
Product Code: 57350

The augmented reality market is expected to register a CAGR of 83.3% over the forecast period 2021 to 2026. This market was valued at USD 5.06 billion in 2020 and is expected to reach a value of USD 225.77 billion by 2026. The mixed reality market was valued at USD 376.1 million in 2020 and is expected to reach a value of USD 3,915.6 million by 2026 with an expected CAGR of 41.8% over the forecast period 2021 to 2026. The world is fully engrossed with the two technologies, Virtual Reality (VR) and Augmented Reality (AR). An incredible merger of these two has come into existence, which is an extended reality, known as mixed reality. It is a seamless intersection between Augmented Reality and Virtual Reality and combines the best of both virtual worlds.

Key Highlights

  • Augmented reality (AR) achieved product realization slowly, owing to the complex nature of the technology. Microsoft Hololens project started in 2010, took six years for development and launched the developer's edition in the first quarter of 2016. While AR is still over a decade away from achieving its full market potential, technological advancements in the space industry have accelerated the market studied, over the past two years.
  • The current market scenario has observed a greater focus on creating content and tools with more smartphone compatibility. This is expected to be driven by Photorealistic AR-enabled by the combination of software and hardware advances. Further, many social media applications, including Facebook, Instagram, and Snapchat, are including augmented reality experiences through various fun filters.
  • The automobile industry is also moving towards the augmented reality business. Many automobile companies are using artificial intelligence technologies, along with augmented reality(through Head-up displays), to mark their presence in the market. Manufacturers, including BMW, Mercedes-Bez, Chevrolet, Toyota, and Volvo, among others, have included augmented reality features already.
  • On the other hand, Mixed reality is gaining widespread recognition across business processes, and the momentum is expected to grow further. However, initial costs have been at higher price points, thus, making it hard for consumers, but they are still relatively inexpensive for enterprises.
  • For businesses, MR devices can vastly increase people's knowledge of the world around them by overlaying information in the context of the real world. It can also improve collaboration by enabling remote teams to see precisely the work in real-time so that they can provide better feedback. For the entertainment sector, successful mixed reality content requires an emotional connection between the viewer and what they experience.
  • The mixed reality trend is being fueled by investments in hardware devices, platforms, and software ecosystems. A few investments are primarily focusing on replacing keyboards and flat displays with entirely new paradigms for collaboration and communication.
  • Covid-19 has impacted positively on AR/VR hardware demand, and enterprises across the world are trying to find ways to get their internal and wider geographically spread teams to communicate, collaborate, and find a path forward during the crisis. Even after the lockdown ends, the behavioural change it has caused is likely to last for a considerably longer period of time. People are expected to remain socially distant, but with the usage of technologies and extended reality they will be virtually close. These platforms and technologies may primarily allow multiple businesses to run and grow irrespective of the challenges posed by social distancing.

Key Market Trends

The Gaming Industry Expected to Hold the Majority Share

  • Due to the various advancements in the gaming industry, the significant technologies which are earning a lot of market attention are Virtual Reality (VR), Augmented Reality (AR), and Extended Reality, i.e., Mixed Reality (MR). For an avid gamer, nothing could be more exciting than the prospect of being transported inside the game, battling demons, aliens, and spies, exploring amazing environments beyond imagination.
  • The AR gaming market is mainly driven by technological developments, acquisitions, and partnerships. In June 2021, the gaming chat app giant, Discord, acquired the augmented reality startup, Ubiquity6. Ubiquity6 had a vision of building a consumer-facing platform for hosting augmented reality content, and the acquisition by Discord may attract a wider audience to its products.
  • The two technologies, AR and VR collectively, have already created scenarios that once seemed impossible, by years of innovations. For instance, products like the Oculus Go will allow users to download games, apps, and other experiences right from their phone and sync the games to the headset, eliminating the need to connect it to a VR-ready computer, which was required by Oculus Rift.
  • However, with the introduction of mixed reality, the major factors driving the mixed reality in the gaming market is the unceasing growth of the gaming industry. Mixed reality in gaming provides an immersive virtual environment and enables gamers to experience virtual reality on their gadgets. For example, the launch of Microsoft Hololens motion controllers and developer kits is serving to aid market players to stimulate the development of mixed reality in gaming.
  • Furthermore, the increasing adoption of mixed reality in gaming technology in amusement parks and military training is likely to stimulate the application of mixed reality in the gaming industry. For instance, the large theme parks in developed countries such as the U.S. are making hefty investments to integrate mixed reality in gaming technology to provide an immersive gaming experience. Brand name theme parks are also investing to design and develop mixed reality in gaming technology-based theme parks.

North America to Dominate the Market

  • The North American segment of the AR & MR market studied is expected to grow significantly over the forecast period, owing to the presence of a large number of vendors that are also making considerable investments in market innovation and strategic partnerships.
  • Globally, United States is expected to be one of the highly innovative AR markets. Most of the companies advancing in this technology are based in United States. High technology exposure and ease of availability of smart devices have created a strong AR market in the region.
  • The region has the highest adoption rate of smart devices, especially smartwatches and smart glasses. As smart devices, especially smartphones, play a significant role in the development of the AR market, the region offers a vast opportunity for the growth of the market studied, over the forecast period.
  • Additionally, According to Statistics Canada, 17.5% and 16% of the population in Canada and United States were 65 or above in 2018. Rockwell Automation has mentioned that over 25% of their workforce are of age 55 or above, and their jobs are not pursued by the younger generation, creating a skill gap. This gap can be filled by using a mixed reality headset to train in a digital environment safely.
  • Further, the region is one of the highest spenders on its military and defense. The US, which spends around USD 14 billion a year in digital training of the army, with a prime focus of military innovation, collaborated with Microsoft for its MR headsets HoloLens, to enable the army to detect enemies while on the battlefield. In November 2018, Microsoft was awarded USD 480 million for the supply of 2,500 HoloLens headsets within the next two years.
  • Moreover, the investors in this region are actively looking to invest in diverse AR/VR/MR technology startups working on mixed reality in the region. For instance, the GFR Fund has invested in 17 North American startup companies based on VR/AR/MR technology. Such investments are expected to continue and are estimated to drive market growth in the forecast period.

Competitive Landscape

The augmented reality and mixed reality market are moderately fragmented due to the presence of many players in the market, contributing significantly towards the growth of the market. The vendors are working incessantly towards strategic partnerships and innovations to gain maximum market traction and increase their market size.

  • March 2021 - The company has closed a USD 5 million Pre-Series A Funding Round, co-led by Chroma Ventures, 4J Studios, and West Coast Capital. The new investment reinforces the company's position in the AR market and will be used for research and development activities and to accelerate its growth in the US, European, and Asian markets.
  • April 2021 - PTC opened a new research and development facility at Technion - Israel Institute of Technology, under which PTC will invest USD 5 million New Israeli Shekels into the campus. The facility has been opened for research in Industrial IoT, Augmented Reality (AR), Simulation, and Generative Design technologies.
  • July 2021 - Wikitude Gmbh released, SDK 9.9, that delivers location-based AR, image and object tracking, markerlessAR, and a wide range of features allowing Flutter developers to augment the world around them in just a few hours.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Force Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Intensity of Competitive Rivalry
    • 4.3.5 Threat of Substitute
  • 4.4 Industry Value Chain Analysis

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increasing Applications of Augmented Reality
    • 5.1.2 High Demand for Mobile-based Augmented Reality
  • 5.2 Market Challenges
    • 5.2.1 Technical and Regulatory Issues

6 AUGMENTED REALITY(AR) MARKET LANDSCAPE-MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Hardware
    • 6.1.2 Software
  • 6.2 By End-User Verticals
    • 6.2.1 Gaming
    • 6.2.2 Education
    • 6.2.3 Healthcare
    • 6.2.4 Retail and Advertising
    • 6.2.5 Automotive
    • 6.2.6 Military & Defense
    • 6.2.7 Other End User Industries
  • 6.3 By Geography
    • 6.3.1 North America
    • 6.3.2 Europe
    • 6.3.3 Asia Pacific
    • 6.3.4 Rest of the World

7 MIXED REALITY(MR) MARKET LANDSCAPE-MARKET SEGMENTATION

  • 7.1 By End-User Verticals
    • 7.1.1 Consumer
    • 7.1.2 Medical and Healthcare
    • 7.1.3 Industrial
    • 7.1.4 Other End User Industries
  • 7.2 By Geography
    • 7.2.1 North America
    • 7.2.2 Europe
    • 7.2.3 Asia Pacific
    • 7.2.4 Rest of the World

8 AUGMENTED REALITY KEY VENDOR PROFILES

  • 8.1 Company Profiles
    • 8.1.1 Google LLC (ALPHABET INC.)
    • 8.1.2 Seiko Epson Corporation
    • 8.1.3 Vuzix Corporation
    • 8.1.4 Realwear Inc.
    • 8.1.5 Dynabook Americas Inc. (Sharp corporation)
    • 8.1.6 Niantic Inc.
    • 8.1.7 Optinvent
    • 8.1.8 Atheer Inc.
    • 8.1.9 Blippar.com Ltd
    • 8.1.10 PTC Inc.
    • 8.1.11 Ultraleap Limited
    • 8.1.12 Wikitude GMBH
    • 8.1.13 TechSee Augmented Vision Ltd

9 MIXED REALITY KEY VENDOR PROFILES

  • 9.1 Company Profiles
    • 9.1.1 Microsoft Corporation
    • 9.1.2 HP Development Company LP
    • 9.1.3 Dell Technologies Inc.
    • 9.1.4 AsusTek Computer Inc.
    • 9.1.5 Samsung Electronics Company Limited
    • 9.1.6 Acer Inc.
    • 9.1.7 Magic Leap Inc.
    • 9.1.8 Amber Garage (Holokit)
    • 9.1.9 Occipital Inc.

10 INVESTMENT ANALYSIS

11 FUTURE OUTLOOK OF THE MARKET