In-Car Augmented Reality Market Insights

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Information about In-Car Augmented Reality Market Insights
Technology

Published on March 6, 2014

Author: technavio

Source: slideshare.net

Description

TechNavio analysts recently completed a survey on augmented reality for the automotive sector in order to understand both the current and future market for in-car Augmented Reality (AR) technology, especially in European and US markets. The respondent companies include OEMs, suppliers, resellers, distributers, and researchers.

TechNavio Survey Insights In-Car Augmented Reality Market

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Introduction to Augmented Reality Augmented Reality (AR) • Augmented reality is a field of study that focuses upon adding computer generated images or information to real objects or environments. Instead of showing information on isolated displays, data will be projected in the field of vision of the user. • Unlike virtual reality, augmented reality does not create a simulation of reality. Instead, it takes a real object or environment as the foundation and couples it with virtual data and objects. • Augmented reality enriches a person’s view on reality by showing information about an object or environment that he/she would not see without augmented reality • Augmented reality can be described as an advanced information presentation technique. Here it is important to distinguish information availability and information presentation. • Although augmented reality can be used to present a large variety of information, it is not a technique that enables ubiquitous information availability. • In fact, augmented reality is solely the communication channel between the already available information and the user. USA – CANADA – UK – CHINA – INDIA

Survey Specifications Objective • The objective of this study is to understand the current and future market for in-car Augmented Reality(AR) technology in the automotive sector, specially in the European and the US markets. Total Number of Respondents • 60 respondents were interviewed during February 2014 Region List of Designation Titles • • • • CEO/Director/MD/Founder/President/VP Sales Marketing Development Engineer/ Research Engineer/Innovation Engineer Virtual Assembly Engineer/ Solution Specialist/ UX Design Lead AR Project Manager/ Technical Intelligence Manager/ AR Developer/ Consultant • Professors/Researchers/ Chief of Research/ Principal Scientist Type of Respondent Companies • • • • • OEMs Suppliers Resellers Distributors Researchers USA – CANADA – UK – CHINA – INDIA Total No. of Interviews Europe 27 US 25 APAC 8

Research Areas Geographical AR Adoption • Respondents from US, Europe and APAC regions discuss current and future in-car AR technology prospects. Customer Awareness/Demand • How do customers in these regions feel about AR technology? • Is there enough customer interest to drive market growth? Preferred AR Platforms • What platforms are available and what is on the horizon? • Which platforms do customers prefer? Top Brands • BMW, Mercedes-Benz, Audi, and Volkswagen. Advantages and Disadvantages • Respondents weigh the pros and cons from available applications to implementation cost. Current and Future AR Applications • Apart from navigation applications, AR technology offers a wide variety of applications that improve a driver’s experience. USA – CANADA – UK – CHINA – INDIA

For more information Full Survey • Please email enquiry@technavio.com to access the complete survey with analyst insights. Blog • Augmented Reality Revamping Infotainment in the Automotive Industry USA – CANADA – UK – CHINA – INDIA

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