消費(fèi)者在智能手機(jī)上通過(guò)app使用增強(qiáng)現(xiàn)實(shí)技術(shù)已經(jīng)變得普遍，比如Snapchat和Pokemon Go.。然而比如谷歌眼鏡和微軟HoloLens等AR頭戴設(shè)備仍是小眾產(chǎn)品，其銷(xiāo)量還未達(dá)到“成千上萬(wàn)”臺(tái)。Strategy Analytics近期發(fā)布的AR研究報(bào)告《專用AR設(shè)備——市場(chǎng)和展望》和《專用AR設(shè)備預(yù)測(cè)按設(shè)備類型2013-2023》，審視了驅(qū)動(dòng)AR頭戴設(shè)備市場(chǎng)增長(zhǎng)和消費(fèi)者采用的因素。
Report author David MacQueen said, “2013 and the launch of Google Glass really kickstarted the dedicated AR device market. Although the device was not a commercial success, the potential of AR became clear and the hype around it saw Google, Apple, Microsoft and other major players make serious investments in the AR field. 5 years on, and much of that technology has found its way onto smartphones, while dedicated AR headsets have remained a niche product.
Strategy Analytics報(bào)告作者David MacQueen表示，“2013年以及谷歌眼鏡的推出開(kāi)啟了專用AR設(shè)備市場(chǎng)。盡管該設(shè)備并沒(méi)有取得商業(yè)上的成功，但AR的潛力變得顯而易見(jiàn)。同時(shí)谷歌、蘋(píng)果、微軟和其它主要的市場(chǎng)玩家也在AR領(lǐng)域不惜重金投資。五年來(lái)，許多技術(shù)都應(yīng)用到智能手機(jī)上，而專用的AR頭戴設(shè)備仍還是小眾產(chǎn)品。 ”
“The major factor holding back the market for dedicated AR devices today is simply the cost of the hardware. In a typical enterprise deployment, this is not a major issue as the hardware itself is a relatively small part of the cost. The consumer market is much more price sensitive, and this is amply demonstrated by the relative success of the low cost $200 Lenovo slot-in Mirage AR headset, which drove the market to new heights in 2017. Despite the product instantly becoming the top selling AR headset of all time, it only moved the needle slightly, increasing total shipments from the tens of thousands of units to the hundreds of thousands.”
“如今阻礙專用AR設(shè)備市場(chǎng)的主要因素就是硬件的成本。 在典型的企業(yè)部署中，這不是主要問(wèn)題，因?yàn)橛布旧碇皇浅杀镜囊恍〔糠帧?消費(fèi)者市場(chǎng)的價(jià)格更加敏感，而低成本的200美元聯(lián)想插入式Mirage AR耳機(jī)的相對(duì)成功充分證明了這一點(diǎn)，該耳機(jī)在2017年將市場(chǎng)推向了新的高度。盡管該產(chǎn)品立即成為有史以來(lái)最暢銷(xiāo)的AR頭戴設(shè)備，它只是略微移動(dòng)了針頭，便使總出貨量從數(shù)萬(wàn)臺(tái)增加到數(shù)十萬(wàn)臺(tái)?！?/p>
Strategy Analytic的報(bào)告發(fā)現(xiàn)插入式的AR 設(shè)備如今占出貨量的絕大部分，但是隨著市場(chǎng)向著更高質(zhì)量的體驗(yàn)看齊，雙筒的AR組件（比如HoloLens）將會(huì)變得更加重要。Strategy Analytics預(yù)計(jì)，2020年AR頭戴設(shè)備的全球總出貨量將達(dá)到接近1000萬(wàn)部，但是隨著平均售價(jià)持續(xù)下降到用戶能接受的水平，AR頭戴設(shè)備市場(chǎng)未來(lái)仍將會(huì)繼續(xù)發(fā)展。
David Kerr, Executive Vice President, added, “AR is suited to a wide variety of use cases, and could conceivably be used to augment almost any category of application or service. As well as adding richness to existing services, it also opens up possibilities for entirely new apps and services. So despite a slow start, the potential upside is huge. But for the market to grow significantly, it is consumer (rather than enterprise) which must drive volumes.
Strategy Analytics執(zhí)行副總裁David Kerr補(bǔ)充道，“AR 適用于各種用例，并可以在任意種類的應(yīng)用或服務(wù)上適用。除了為現(xiàn)有服務(wù)增加豐富性外，它還為新的app和服務(wù)開(kāi)啟了新的可能性。盡管起步較慢，但其潛在的上行空間力巨大。如果市場(chǎng)快速增長(zhǎng)，消費(fèi)者（而不是企業(yè)）將會(huì)驅(qū)動(dòng)出貨量增長(zhǎng)。”
“Key consumer use cases including gaming, marketing, and search require a device capable of delivering rich 3D graphics. The successful devices in the consumer market should be lower cost than, yet similar in functionality to, current cutting edge technology. To drive the price down to a consumer-friendly price point for an AR device with a stereoscopic 3D view, it is likely that some of the functionality (and therefore component cost) will be shifted to a smartphone. Strategy Analytics believes that smartphone OEMs are the most likely contenders to succeed in the longer term.”
“包括游戲，營(yíng)銷(xiāo)和搜索在內(nèi)的關(guān)鍵消費(fèi)者用例需要能夠提供豐富3D圖形的設(shè)備。 消費(fèi)者市場(chǎng)中成功的設(shè)備應(yīng)該比當(dāng)前尖端技術(shù)的成本更低，但功能更相似。 為了將具有立體3D視圖的AR設(shè)備的價(jià)格降低到消費(fèi)者友好的價(jià)格點(diǎn)，可能會(huì)將某些功能（以及因此組件成本）轉(zhuǎn)移到智能手機(jī)。 Strategy Analytics認(rèn)為智能手機(jī)OEM是最有可能在長(zhǎng)期內(nèi)取得成功的競(jìng)爭(zhēng)者。”
About Strategy Analytics
Strategy Analytics, Inc. 是一家全球性的市場(chǎng)研究與咨詢機(jī)構(gòu)，為處于信息、通信和娛樂(lè)技術(shù)融合趨勢(shì)中的企業(yè)就市場(chǎng)動(dòng)態(tài)和行業(yè)趨勢(shì)提供真知灼見(jiàn)，及戰(zhàn)略性業(yè)務(wù)解決方案。Strategy Analytics的總部位于美國(guó)波士頓，在北美、歐洲和亞太設(shè)有分支機(jī)構(gòu)。公司主要關(guān)注新興技術(shù)、無(wú)線及移動(dòng)、智慧家庭、汽車(chē)電子相關(guān)的市場(chǎng)機(jī)會(huì)和挑戰(zhàn)。詳情請(qǐng)?jiān)L問(wèn)公司網(wǎng)站www.strategyanalytics.com