TelecomTV TelecomTV
  • News
  • Videos
  • Channels
  • Events
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • Open RAN
  • Digital Platforms and Services
  • 5G
  • Access Evolution
  • Private Networks
  • Cloud Native
  • Edge
  • Open Networking
  • Sustainability
  • AI, Analytics and Automation
  • 6G Research and Innovation
  • Security
  • More Topics
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • |
  • About
  • Contact
  • |
  • Connect with us
  • 5G
  • 6G Research and Innovation
  • Access Evolution
  • AI, Analytics and Automation
  • Cloud Native
  • Digital Platforms and Services
  • Edge
  • Open Networking
  • Open RAN
  • Private Networks
  • Security
  • Sustainability
  • Connect with TelecomTV
  • About
  • Privacy
  • Help
  • Contact
  • Sign In Register Subscribe
    • Subscribe
    • Sign In
    • Register
  • Search

VR & AR

VR & AR

Mixed reality apps are on the up

Ian Scales
By Ian Scales

Nov 11, 2019

via Flickr ©  turkletom  (CC BY 2.0)

via Flickr © turkletom (CC BY 2.0)

  • Researchers expect 10 billion installs  by 2014
  • Most of this activity will be driven by social media and games
  • Consumer mixed reality app installs to grow by 170% over the next 5 years

A study by Juniper Research has found that the number of consumer mixed reality app installs will reach 10 billion by 2024; rising from 3 billion in 2019.  Mixed reality is about overlaying interactive digital images and videos onto the real world images through a smartphone, tablet or smart glasses.

There are very serious uses for the technique, including safety training, assisting engineers as they change out or repair components in the field and many more, limited only by the imagination. But of course the main attraction, as with any round of new technology, is games. 

Juniper’s research, Consumer Mixed Reality: Emerging Opportunities, Vendor Strategies & Market Forecasts 2019-2024, has identified social media and games as the key app categories that will drive adoption. It forecasts that these categories will account for over half of the global mixed reality market value by 2024.

 The new data shows that 75% of the consumer mixed reality market, by value, will be attributable to in‑app purchases by 2024. However, the research warns that these apps will suffer from high app abandonment rates similar to the wider app market. In response, app developers are urged to continually update offerings over the lifecycle of the app to ensure that the user proposition is maintained.

“Despite temptations to continually grow the app user base, app developers must have a primary focus on retaining existing users,”says research author Sam Barker. “Successful mixed reality app developers, Niantic and Snap, have continued to leverage their significant user bases by ensuring that app content is consistently refreshed, therefore benefiting from continued user spend”.

 The research predicts that advertising spend over consumer mixed reality apps will reach $11 billion by 2024; rising from $2 billion in 2019. In order for advertising over mixed reality content to become appealing to high spending advertisers, the research recommends that advertising processes must mirror advertising processes in the wider market.

It urges the ecosystem to adopt advertising attribution platforms and fraud prevention tools, in order to attract high advertising spend. However, the research also warns that over-exposing users to advertising content will lead swiftly to high disengagement levels.

For more insights, download our free whitepaper: How to Jump-Start Mixed Reality.

Related Topics
  • Analysis & Opinion,
  • Global,
  • Media & Entertainment,
  • News,
  • Smart Homes,
  • VR & AR

More Like This

Access Evolution

What’s up with… Iliad, Apple & the metaverse, Open RAN growth

May 20, 2022

Digital Platforms & Services

T‑Mobile Accelerator Kicks Off Program to Build 5G AR Experiences for Smart Glasses with Snapdragon Spaces

May 18, 2022

6G R&I

Samsung outlines spectrum needs for 6G, IDs candidate technologies

May 10, 2022

Digital Platforms & Services

IDC's Future Consumer Research Identifies 10 Key Tech Trends Driving the Transformation of Consumer Behavior and Markets

May 5, 2022

Digital Platforms & Services

Airtel, Apollo Hospitals, and Cisco join forces to demonstrate the Future of Healthcare with 5G Connected Ambulance

Apr 28, 2022

Email Newsletters

Stay up to date with the latest industry developments: sign up to receive TelecomTV's top news and videos plus exclusive subscriber-only content direct to your inbox – including our daily news briefing and weekly wrap.

Subscribe

Top Picks

Highlights of our content from across TelecomTV today

16:19

AT&T Amy Zwarico on securing telco applications in the public cloud

35:55

The best use cases for telco/public cloud partnerships

13:58

Ahmed El Sayed on Vodafone’s ‘techco’ transformation

36:47

The role of 5G in private network innovation

TelecomTV
Company
  • About Us
  • Media Kit
  • Contact Us
Our Brands
  • DSP Leaders World Forum
  • Great Telco Debate
  • TelecomTV Events
Get In Touch
[email protected]
+44 (0) 207 448 1070
Connect With Us
  • Privacy
  • Cookies
  • Terms of Use
  • Legal Notices
  • Help

TelecomTV is produced by the team at Decisive Media.

© Decisive Media Limited 2022. All rights reserved. All brands and products are the trademarks of their respective holder(s).