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The Mobile Augmented Reality Competitive Landscape

Submitted by on Wednesday, 9 June 20106 Comments

For every application we examined, we further classified the application into sub categories.

Analysis of the browser sub category

There are a lot of augmented reality browsers for the iPhone. By far the most clustered subgroups of browsers are:

  • City guides (eg where to eat in xzy or touristy type apps)
  • Transport (eg find my nearest, tube, bus, train etc)
  • Local search (eg search Bling, Google etc and display the results)

This is probably not a good market to enter.

The breakdown for application published to other categories is as followed.

Breakdown by category

Some notes about the above categories:

  • Navigation applications are generally – where did I leave my car type apps
  • A lot of photography applications are not really augmented reality applications. (many have simple functionality such as put a hat on a head in a photo)
  • Compasses and HUDs are account for a lot of utilities
  • Transparent UIs are applications that let you tweet/email while the camera is on
  • (yes ‘level’ in utilities is repeated twice in error)

As we looked at the applications being published, we also looked to see why that application claimed to be an ‘augmented reality application’


It probably comes as no surprise that most applications use the camera display to display data. A lot of developers out there use augmented reality to describe their application just because it uses the camera. Most of the picture applications we examined we didn’t consider to be real augmented reality applications as their functionality was too simple. Adding a hat or some text to a photo is not AR.

We also looked at price.

Augmented applications by price

Most applications are less than $0.99. The most expensive applications are niche satellite applications.

We also looked at future applications and started keeping a list of what’s on the horizon. Real Estate finders and image recognition shopping applications seem to be something that a lot of developers are working on right now.

Hopefully the data is useful, it’s interesting to see what people are building and what is out there. Building yet another local search browser is probably not a good use of your time, unless you have a hook that is better than the other 26 of your competitors.

Incidently the break down of costs for browsers is:

  • Free – 72 apps
  • $0.99 – 29 apps
  • $1.99 – 29 apps
  • $2.99 -  2 apps
  • $4.99 -  2 apps
  • $5.99  – 1 apps
  • $7.99  – 1 apps
  • $9.99 -  2 apps

About the data.
Yes we are looking at making it available and are currently working on packaging it into a report. The data will be aimed at developers looking to build applications and will contain all the necessary due diligence you should do before committing to a project.  As the data involves a great deal of effort there will be a small charge. ETA and more details next week.

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    [...] This post was mentioned on Twitter by JRB, Alexis Verschueren. Alexis Verschueren said: #AR The Mobile Augmented Reality Competitive Landscape [...]

  • The Mobile Augmented Reality Competitive Landscape | Vodule said:

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  • sandeep said:

    sir u r stating that there are 3980 augmented reality applications tell me site where cani find those applications i want to develop a application so based on available application iwant to develop a different application so please kindly providem e site

  • lester said:

    Hi Sandeep.

    I’m not sure where the 3980 number came from, I think the figure I quoted was 338. These are purely just the iPhone applications.

    The number has grown a bit since then. To get to the 338 we looked at every iPhone application by trawling through iTunes and searching for anything that claimed to be AR, and then searching for similar applications that didn’t claim to be AR but were similar to those that were. (if that makes sense). This was all packaged up into a report.

    Since the report is nearly 6 months old and somewhat dated, we’ll look at making it available for free shortly, so keep an eye out.
    We didn’t include the name of every application in the report, but if there is a specific area you are interested in let me know and I will see what I can dig out. (bear in mind the data is a few months old)

  • Augmented Reality and Tomatoes: Competitive Analysis – Michelle « Design+Research said:

    [...] Planet: (This site has good diversity of information and links to other AR relevant [...]

  • Gergely Forgacs said:

    Hi Lester.

    Do you still publish or own data on the Augmented Reality competitve landscape? That is the main topic of my MSc thesis to be completed this spring so it would be essential for me to analyse AR smarpthone market data from 2011-2012 as well.

    Your help would be greatly appreciated.

    Thanks and kind regards,
    Gergely Forgacs

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