AR Cloud Market

Augmented reality (AR) enables interactive, immersive environments where real-world objects are overlaid by digital content based on the multimodal sensory events including visual, auditory, haptic and external Internet of Things (IoT) sensor data. AR Cloud is the term for technology that enables the delivery of user-centric contextual digital content augmented over physical objects on devices like phones, headsets, or head-mounted display (HMD). It takes advantage of existing digital and connectivity technologies such as 5G telecommunication services, mobile technologies, etc. AR cloud provides an abstracted medium for physical spaces, objects, and humans where digital content and experiences can be tailored for every user. The seamless and ubiquitous delivery of relevant information overlaid on such an abstraction layer will enable consumers to make well-informed decisions for shopping and navigation, among other use cases. While dedicated AR solutions for engineering, manufacturing, and healthcare industries are widely adopted, AR experiences for the wider consumer user base are not yet available at scale. Pokemon Go was one of the first massive experiences of contact with augmented reality technology that the world had experienced. Beyond the Pokemon Go´s madness, this showed what the interaction with the internet of things might look like in the near future.

The main challenges in AR adoption are meeting user expectations of an immersive experience, justifying device and implementation costs, overcoming difficulties in content creation, sharing content to multiple users in real-time, technical maturity and features within AR devices. With the current global pandemic impacting the way people live, communicate and conduct business, digital applications and services are seeing significant adoption. The ability of AR Cloud to share experiences in the virtual world will lead to collaborative engagement opportunities across healthcare, construction and design, manufacturing, gaming and many others. The AR cloud will transition people away from using an internet browser to search for information to using an AR browser to search for information visually. It’s like googling the world by just looking at it. The information to be searched will be in the current context. For example, in the travel industry, AR Cloud-enabled apps, or WebAR, can provide multi-user engagement experiences during the exploration of historical places or new sites and locations.

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Key Market Players

Niantic (US), YouAR (US), Sturfee (US), Augnemted.City (Italy), Oracle (US), Norkart (Norway), Foundry (UK), Qualcomm Technologies Inc. (US), Fantasmo (US), Ubiquity6 (US), and Open AR Cloud (US) are few key players in the AR cloud market globally.

Recent Developments

• In April 2022, Niantic acquired  NZXR, a world-class AR studio based in New Zealand. NZXR has led the creation of AR-first experiences for years, helping companies and brands create engaging and interactive AR apps and prototypes for mobile phones and AR headsets. Joining Niantic, the NZXR team will become an integral part of the design and development of multiplayer real-world AR experiences unique to Niantic.
• In March 2022, Niantic acquired WebAR development platform 8th Wall. Acquisition expands the AR opportunity for developers and brands with web-based tools for creating experiences that work on mobile devices - no app required. Niantic now offers one of the most complete sets of AR tools to build the real-world metaverse. 8th Wall platform to remain standalone as part of Niantic Lightship.

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