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Market Pulse Report, Ar & Vr GrowthEnabler #GrowthEnablerARVR September 2016 MARKET PULSE REPORT, AR & VR UK DISCOVER KEY TRENDS & INSIGHTS ON DISRUPTIVE TECHNOLOGY SECTORS AND INNOVATIVE STARTUPS GrowthEnabler/01 ©2016 / All rights reserved Research Methodology: GrowthEnabler’s Analyst team used a first of its kind proprietary research methodology to assess the AR and VR startup landscape and compile this report. The main pillars of this methodology comprises of in-depth secondary data and syndicated data synthesis. Secondary data and syndicated data synthesis: GrowthEnabler’s analyst team conducted detailed data collection, analysis and synthesis of the UK and global AR and VR market via web-based databases, syndicated data sources, research houses and other miscellaneous sources. All these sources of information and analysis have been duly cited in the report. Disclaimer: This document is the result of research performed by GrowthEnabler. GrowthEnabler’s methodologies provide for objective fact-based research, secondary cited research and represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by GrowthEnabler and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by GrowthEnabler. GrowthEnabler CONTENTS 01. Introduction 04. / Market Overview 02. 05. / Applications Industry Challenges 06. / Computing Power / Motion Sickness 07. / Optical / Haptic Solutions 08. / Software 03. / Security Augmented Reality. / Cost Technology Development & Growth 09. / Gaming and Entertainment / Education 04. / Military Virtual Reality. / Healthcare Technology Development & Growth 11. / Gaming and Entertainment / Medical Training 05. / Sporting Industry Trends / Military and Defence in AR and VR Space 12. / Funding trend 14. / Revenue trend 06. Key Takeaways 07. 15. / Key Takeaways Recommendations About GrowthEnabler 16. / Recommendations 08. GrowthEnabler delivers data & intelligence on UK Top 10 disruptive technologies & digital innovations AR & VR Startups from the startup economy, to global brands, business leaders, startups and entrepreneurs, 20. / UK Top 10 AR & to gain insights, get connected and grow VR Startups faster. /03 Market Pulse Report, AR & VR, UK Augmented Reality (AR) is virtual reality combined into real life. It enables developers to create images within applications that augment the elements of the real world. With AR, users can interact with virtual contents in their normal reality, and also distinguish between the two. Virtual Reality (VR) is all about creating a virtual world that users can interact with using computer-generated simulation of a three-dimensional environment through headsets with screens inside and sensor gloves. This virtual world, that the user experiences, should be designed in such a way that identifying the reality would be a real challenge for the users. INTRODUCTION Globally, the revenue for Augmented Reality AR and VR market with a special reference of our eyes, understanding their purpose and (AR) and Virtual Reality (VR) technologies is to UK market conditions. Included in this functionality is essential. expected to touch US$5.2 billion in 2016 and report is an insightful overview of the leading With AR, users continue to be in touch with continue to grow by over 100% annually for UK-based startup companies that are on the the real world while interacting with virtual the next 4 to 5 years1. Additionally, in 2015, path of AR and VR innovation. objects around them. However, with other VR 864 million mobile phones were capable What marked the beginning of computerised technologies such as Oculus Rift and others, of running AR programmes and content reality? Was it the introduction of the Google the user is isolated from the real world while indicating a large market opportunity for AR Glass? Or was it when Facebook acquired being immersed in a world that is completely companies2. However, the main challenge Oculus Rift? Companies are aggressively fabricated. facing AR and VR technologies is the ability working on making these technologies to go further mainstream with affordable and Several technologies like Eyefluence more mainstream to transform the way user-friendly industry-specific use cases for incorporate both AR and VR technologies we perceive the functionality of industries the benefit of end-users and the companies into its functions. It offers eye-tracking ranging from defence to gaming. As they represent. This research report by technology that can be applied to both AR technologies in AR and VR unravel in front GrowthEnabler details the overall state of the and VR systems. Market Overview Out of total projected revenue, Hardware is expected to generate 57% 57% revenue while Software will 43% HARDWARE generate the remaining 43%. SOFTWARE $117.4 BILLION 2016 to 2022 $33.9 BILLION 800+ 150+ COMPANIES COMPANIES AR VR WORLDWIDE BASED IN UK AR market to reach $117.4 billion at CAGR of 8 out of 10, top tech companies have already Currently there are 800+ companies are 75.72% between 2016 and 2022. invested in AR and VR. These companies in AR/VR segment around the world out of VR market to reach $33.9 billion at CAGR of include Apple, Google, Microsoft, Facebook, which 150+ are based out of the UK. 57.84% between 2016 and 2022. Samsung and IBM. Source: Goldman Sachs, Markets and Markets 1 IDC, Goldman Sachs, 2016 / 2 Augmented Reality Trends, 2015 04\ GrowthEnabler Applications Education California recently opened a VR learning centre for medical Industries have been incorporating AR and students where, they can use an Oculus DK2 to travel inside VR into their regular products and services the human body instead of just reading about red blood to enhance customer experience, simulated cells.3 learning, and other forms of demonstration. However, the use and extent of industry-ready applications vary across industries and/or Healthcare VR has been in use in healthcare for years. Recently, a doctor sectors. Outlined on the left are examples of in Miami used Google Cardboard to plan for a surgery on a a few applications and use-cases that have baby who was born with half a heart and only one lung. The been adopted by varied industries or sectors. Cardboard helped him see the 3D images of the baby’s heart in a way he otherwise could not.4 Aerospace NASA has been using VR at the Johnson Space Center in Houston, Texas to train astronauts for spacewalks since 1992.5 Automobile Ford Motor Company uses VR to design cars before it makes a physical prototype. Companies are even creating driving simulators.6 Real Estate These technologies enable customers to stand inside a house or apartment without visiting that place physically. Many companies like YouVisit offer the ability to view 360° videos and pictures of property listings.7 Tourism Getting to visit a location in virtual reality could help potential travellers make decisions. Marriott has been testing out VRoom Service. Guests staying at specific locations can use a GearVR to virtually visit places like Chile, Rwanda, and Beijing.8 Gaming Over 20% of gaming companies were developing AR/VR based games in 2015, up from 7% in 2014. Recently Pokémon Go, which uses AR, was termed the most successful and famous game to date.9 Defence Use of AR and VR in the defence sector consists of ‘Flight Simulations’, ‘Battlefield Simulations’ and ‘Virtual Bootcamps’. This provides real-life experiences without actual danger to a soldier’s life. 3 http://www.techrepublic.com/article/digital-cadavers- how-virtual-reality-and-augmented-reality-can- change-anatomy-class/ Sports Sports has always been on the leading edge of AR and VR. 4 http://www.techrepublic.com/article/10-ways-virtual- Baseball teams like the Dallas Cowboys and Tampa Bay Rays reality-is-revolutionizing-medicine-and-healthcare/ are already using AR/VR systems to aid in training.10 5 http://www.techrepublic.com/article/nasa-shows-the- world-its-20-year-vr-experiment-to-train-astronauts/ 6 http://www.euroforum.de/augmented-reality/ Manufacturing UK based Virtalis uses VR to allow manufacturers to give 7 http://www.techrepublic.com/article/virtual-reality-in- staff a real feel for the new constructions, be it a submarine 2016-the-10-biggest-trends-to-watch/ 8 or an apartment block.11 http://news.marriott.com/2015/09/marriott-hotels- introduces-the-first-ever-in-room-virtual-reality-travel- experience/ 9 GDC (Game Developers Conference), 2016 Media & From the New York Times and ABC News to “Star Wars” and 10 http://www.digitaltrends.com/virtual-reality/tampa- Entertainment the Lowe’s Holoroom, big media, entertainment and retail bay-rays-virtual-reality-mlb/ brands are testing the limits of AR and VR. 11 https://www.virtalis.com/ /05 Market Pulse Report, AR & VR, UK INDUSTRY CHALLENGES “ Less than 1% of the PCs expected to be in use globally in 2016 will be powerful enough to run the best virtual “ reality technology12 - Nvidia. - Computing power Due to the nascency of the AR and VR power are required to operate VR technology. market, the key barriers to market adoption Although VR environments can be are primarily related to lack of uniform cross- experienced on smart phone and consoles platform technical standards, and high cost devices, sophisticated, high end headsets of technology. including Oculus Rift, and HTC Vive, require the support of high spec PC’s, with powerful Despite the growing excitement around AR processors (CPU/GPU), and high capacities. and VR products and services, users are far from ‘AR and VR ready’ due to: / Head mounted displays: These displays require high energy consumption batteries to / Limited computing power: Low levels of perform and deliver the desired experience, computing power inhibits market adoption restricting access to a broader audience. at a wider level. High levels of computing Motion Sickness The sold out pre-orders of some solutions motion sensors and cameras to enhance such as Oculus Rift and HTC Vive, reflect the virtual world experience.
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