Thursday, July 21, 2016

TechSavvy: The $105 Billion Enterprise Market for Pokémon Go

Playing Pokemon Go Augmented Reality Virtual Reality

MIT Sloan Management Review, July 21, 2017

by Theodore Kinni
Suddenly, Pokémon Go, the app based on the 20-year-old video game, is everywhere. People with smartphones are more like zombies than ever. Marketers are formulating their Pokémon Go strategies. Thanks, augmented reality!

The consumer market is not the only place AR is taking off, according to Bhavesh Kumar of VMWare AirWatch. “There’s increasingly reason to believe that AR could take off for businesses long before it goes mainstream with consumers,” he declared in a blog post that appeared one day before Pokémon Go, well, went mainstream with consumers.

But that doesn’t mean Kumar is wrong. He’s right in saying that the AR device ecosystem is more developed for the enterprise market than for the consumer market, and that the industry standards needed to put AR to work are already emerging.

Moreover, Kumar is backed up by a new study from Index AR Solutions, a developer of customized AR business solutions for the corporate market that is collaborating with Newport News Shipbuilding. Index AR forecasts that the enterprise market for AR will hit $105 billion within 15 years, including $49 billion in hardware, $11 billion in software, and $45 billion in services. Assuming, of course, that we can tear ourselves away from Pokémon Go. Read the rest here.

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