LBS and Mobile Marketing Q3 Report

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M for Mobile is proud to bring you the updated …

M for Mobile is proud to bring you the updated
and latest stats and facts you need to know for 2012
and beyond, for the mobile, location and navigation
industry, in association with the launch of the
Location Business Summit USA.

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  • 1. Mobile Fact Pack The Hottest Predictions for 20124th ANNUALLocation Business Summit USAConference & Exhibition October 16-17, San Jose, 2012Designed specifically to help you pinpoint key LBS business models M for Mobile is proud to bring you the updatedand highlight services that can generate significant revenue. and latest stats and facts you need to know for 2012 and beyond, for the mobile, location and navigationThe 4th annual Location business Summit USA is the biggest meeting industry, in association with the launch of theplace for hands on knowledge and networking for the mobile and Location Business Summit USA.location industry.
  • 2. Mobile Fact Pack The Hottest Predictions for 2012 Mobile has both caused and enabled an irrevocable change in consumer behaviourSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 3. Mobile Fact Pack The Hottest Predictions for 2012 Every interaction via mobile raises our expectations Digital Natives/Generation Y/ Millennials/Connected Consumers have higher expectationsSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 4. Mobile Fact Pack The Hottest Predictions for 2012The age of the Age of the consumer Empowered buyerscustomer! demand a new level of customer obsession Contenders include Facebook, IBM, Best 2010-? Buy and Apple Sources of Age of information dominance Connected PCs and supply chains mean those who control information flow dominate 1990-2010 Age of distribution Amazon.com, Google, Intuit, MBNA Global connections and transportation systems make distribution keyAge of manufacturing 1960-1990Mass manufacturing makes Walmart, Toyota, UPS, CSXindustrial powerhouses successful Successful companies 1900-1960 Ford, RCA, GE, Boeing, P&G, SonySource: June 6 2011, ‘Competitive Strategy In The Age Of The Customer” Forrester report
  • 5. Mobile Fact Pack The Hottest Predictions for 2012 Contextual Relevance is the USP of mobile when dealing with the digital generationSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 6. Mobile Fact Pack The Hottest Predictions for 2012 Mobile is changing our behaviour at every stage of the customer lifecycleSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 7. Mobile Fact Pack The Hottest Predictions for 2012 Consumers don’t need (want) marketingSource: Strange PR
  • 8. Mobile Fact Pack The Hottest Predictions for 2012Preferred source of product & service information Consumer ratings 63% Consumer reviews 62% Company’s website 50% Call centre 47% Email 45% Video clip 34% Live chat 30% Company’s Facebook 15% Mobile App 9% Social media sources Online advertisement 8% Company’s Twitter 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Source: NielsenSource: June 6 2011, ‘Competitive Strategy In The Age Of The Customer” Forrester report
  • 9. Mobile Fact Pack The Hottest Predictions for 2012 31% researched a purchase on their device before buying in-storeSource: Jiwire
  • 10. Mobile Fact Pack The Hottest Predictions for 2012Shopping...Which one of the following have you ever used your mobile phone for? Base 13,869 European To check store 22% online adults who own opening hours 8% mobile phones and 986 European frequent To locate a nearby store to 19% online buyers who own purchase a specific product 7% mobile phones (multiple responses accepted). To compare physical store prices with 15%online prices, when shopping in a store 4% To check in-store 14% availability of a product 4% To read customer 13% reviews of a product 3% To check on the 12% status of an order 6% Social media sourcesTo look up online product information 12% Online Europeans while shopping in a store 4% 0% 10% 20% 30%Source: European Technographics® Retail, customer experience and Travel online survey, Q3 2010
  • 11. Mobile Fact Pack The Hottest Predictions for 2012 Mobile amplifies the power of customer review sitesSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 12. Mobile Fact Pack The Hottest Predictions for 2012 34% of US smartphone owners said they had abandoned a purchase in-store after seeing a negative review on their mobileSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 13. Mobile Fact Pack The Hottest Predictions for 2012 Mobile connects fans in multiple locationsSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 14. Mobile Fact Pack The Hottest Predictions for 2012 Mobile changes the way we interact with our environment... ...and influences our decisions based on that locationSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 15. Mobile Fact Pack The Hottest Predictions for 2012 Customer journeys are not linear... Active evaluation Information gathering, shopping Loyalty loop Initial consideration set Moment of Trigger purchase Postpurchase experience Ongoing exposureSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 16. Mobile Fact Pack The Hottest Predictions for 2012 The mobile consumer expects:  Convenience  Multi-channel  Real time  Dialogue  Engagement  ControlSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 17. Mobile Fact Pack The Hottest Predictions for 2012 Consumers are mobile Your brand must follow themSource: Mobile finds its USP in contextual relevance – Paul Berney, CMO & Managing Director EMAE, MMA
  • 18. Mobile Fact Pack The Hottest Predictions for 2012 70-80% of business data has a geographic contentLocation, Location, Location – Vikas Arora, Solutions Specialist EMEA, Microsoft
  • 19. Mobile Fact Pack The Hottest Predictions for 2012 The understanding of location enables:  More relevant search results  An opportunity for location-based advertisement and new business ideas  An additional dimension to search for and discover information  Deep insights in business data  A common operational picture... ...and maps are the canvas to visualise this knowledgeLocation, Location, Location – Vikas Arora, Solutions Specialist EMEA, Microsoft
  • 20. Mobile Fact Pack The Hottest Predictions for 2012 The smartphone is changing iPhone 4S the time scale of location iPhone 4 A new positioning generation every 10 months iPhone 3GS iPhone 3G Gionass iPhone 2G Gyroscope Gyroscope Compass Compass Compass A-GPS A-GPS A-GPS A-GPS Celluar tower Celluar tower Celluar tower Celluar tower Celluar tower triangulation triangulation triangulation triangulation triangulation (Google) (Google) (Google) (Google) (Google) WiFi positioning WiFi positioning WiFi positioning WiFi positioning WiFi positioning 3-axis 3-axis 3-axis 3-axis 3-axis accelerometer accelerometer accelerometer accelerometer accelerometer June 2007 October 2011Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 21. Mobile Fact Pack The Hottest Predictions for 2012 Global smartphone sales (millions) 1,200m 1,000m 800m Millions 600m 400m 200m 0m 2010 2011 2012 2013 2014 2015 2016Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 22. Mobile Fact Pack The Hottest Predictions for 2012 The smartphone is becoming our personal server to the geo-located worldGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 23. Mobile Fact Pack The Hottest Predictions for 2012 Location-enabled phones:  Smartphones now exceed half of total phone sales in Europe and North America  Location-enabled phone and smartphone are becoming synonyms  Number of location-enabled phones sold will again double within five years thanks to a take-off in China and India  Single purpose devices such as pocket cameras and PNDs need to find a new positioningGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 24. Mobile Fact Pack The Hottest Predictions for 2012 The smartphone can threaten single-purpose devices such as Octo Telematics’ Clear Box for Pay As You Drive insuranceSource: PTOLEMUS Insurance Telematics StudySource: Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 25. Mobile Fact Pack The Hottest Predictions for 2012 LBA is the next wave ...and will overcome  Although discussed for many years the main challenges: only now making an appearance  User privacy must be respected  Hype turns to reality and €  Opt-in and permissions must be clear  The next big step after SMS  Contact strategy (frequency of  Today, location location use is still messages) needs to be well-judged, fairly primitive and limited revenues and varies per segments  Location has to be integrated  Third-party interfaces to advertising intelligently with other targeting agencies need building criteria (age, interests, gender, etc...)  Ultimately real-time auctioning  Proximity marketing when user platforms for mobile inventory will near POS works well, e.g. O2 UK exist Priority Moments offer serviceGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 26. Mobile Fact Pack The Hottest Predictions for 2012 The four chimneys are pushing all players to integrate vertically Network Nokia Siemens infrastructure A-GPS supl.google.com supl.nokia.com WPS Apple Google Maps Nokia/Navteq Symbian + OS IOS Android Windows Phone Maemo + Moblin Browser Safari Chrome / Webkit Novarra Internet Explorer Device iPhone Motorola Nokia Search engine Google Search Bing Map PlaceBase Google Maps Nokia/Navteq Bing Maps Panoramio/ Microsoft Local content Nokia/Navteq Zagat Advertising Advertising iAd (Quattro Microsoft AdMob Nokia/Navteq platform Wireless) Advertising Android Microsoft App store App Store DVI Store Marketplace MarketPlaceGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 27. Mobile Fact Pack The Hottest Predictions for 2012 Major players are all attempting to integrate the complete end-to-end location solutionGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 28. Mobile Fact Pack The Hottest Predictions for 2012 But ecosystems are also a highly efficient way of building a complete solutionGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 29. Mobile Fact Pack The Hottest Predictions for 2012  The OS sponsor focuses more on creating the right enablers and SDK  No need to develop all new services, third party developers do it  Number of services/applications increases dramatically  Competition becomes more difficult because it is more complex to fight an ecosystemGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 30. Mobile Fact Pack The Hottest Predictions for 2012 GPS satellite positioning monopoly is ending, as new constellations emerge Glonass Other GNSS  Reached full operational capacity  Galileo will have launched first four (24 satellites) in December 2011 satellites by year end  Faster TTFF  Beidou achieves operational  Dual-use most beneficial in urban positioning capacity (only regional canyons coverage)  Somewhat superior service in Northern latitudes  Different standards (FDMA vs. CDMA) has slowed adoption but now most chipset vendors support itGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 31. Mobile Fact Pack The Hottest Predictions for 2012 The mass market for indoor positioning is maturing, setting off a transformation of our lives in the near future Market for indoor positioning Indoor technologies & maps  We spend 80% of our time indoors, are emerging IPS is the future:  Criteria for success: cheap, scalable • Shopping malls, airports and offices and accurate – to find specific goods or people  Dominant solution will be a • Airports and hospitals – security combination of technologies, notably applications including theft, rescue WiFi, Cell-ID, MEMS (gyroscopes, and exit accelerometers) • Trains and subways, for location- based content towards travellers  Solution will be software-based (Pole Star, Insiteo) or chipset-based (CSR)  Indoor is where the business takes place: shopping, contracts signed, etc.  Maps are also coming from Micello, Navteq, Microsoft and GoogleGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 32. Mobile Fact Pack The Hottest Predictions for 2012 Cell-ID has the potential to strike back The performance of positioning technologies compared High 100 75 Performance 50 25  Cell-ID  GNSS  WiFi  IP address Low 0 Accuracy Low cost Coverage Presence Automatic Ecosystem Reliability Latency Energy Opt-in Comparison factorsGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 33. Mobile Fact Pack The Hottest Predictions for 2012 All these companies will want to know your car’s location Connected car services and players Resource Navigation & search vendors Car OEMsmanagement Handset vendors Resource Social Multimodel Traffic &Maintenance management networking other services eCall navigation firms Car Car LBA/ Stolen Voice & Mobile maintenance sharing LBM vehicle messaging recovery operatorsPower suppliers Energy PAYD/ Road user management Finance PHYD bCall charging Toiling operators Banks & AssistanceOil companies Insurers leasing firms providers Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 34. Mobile Fact Pack The Hottest Predictions for 2012 At last, geo-connectivity is reaching vehicles in large volumes Number of connected vehicles Numerous factors are helping in use in Europe (in millions)  The take-off of low cost embedded 50 navigation systems such as Renault’s  Other (SVR, speed camera warning systems)  Aftermarket systems/Fleet management Varinat TomTom 40  Aftermarket systems/RJC  Aftermarket systems/PAYD insurance  The eCall project in the EU, which is  Aftermarket systems/Connected PNDs scheduled to be mandated in all new  eCalls 30  Embedded navigation systems type-approved cars and LCVs by end 2015  The ERA Glonass project in Russia, which will apply the same constraint to 20 all motor vehicles in the Russian market by end 2013 10  The development of national road charging schemes 0  The take-off of PAYD insurance 2010 2011 2012 2013 2014 aftermarket systemsGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 35. Mobile Fact Pack The Hottest Predictions for 2012 Navigation and local search are becoming one and the same business  Google and Nokia have destroyed the business case for navigation-only services • Google present in two biggest mobile OS platforms, IOS and Android • Google represents vast majority of local/map searches • PND sales are falling • Car last platform where paid navigation is dominant model  Navigation flies with local search (pull) • Hence TomTom’s acquisition of iLocal • Challenging to design a large scale freemium model where both free premium levels work  Next step will be LBA (push) • Knowing where your are where you are going to suggest where to purchase • Google best placed... Unless Apple develops own navigationGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 36. Mobile Fact Pack The Hottest Predictions for 2012 We expect the eCall OBU to be used as a multi-service box for the connected car  The 2010 Intelligent Transport Systems (ITS) Directive creates the framework for a European-wide implementation of eCall  The European Commission aims at mandating eCall for all new type-approved vehicles by end 2015  Certan OEMs have already deployed eCall on most models, notably PSA, Volvo and BMW  Daimler just announced that it will deploy it on almost all models from June  We expect the eCall box to be used as the gateway to connected car services (connected navigation, insurance, stolen vehicle recovery, remote diagnostics, etc.)Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 37. Mobile Fact Pack The Hottest Predictions for 2012 We expect the number of insurance telematics vehicles to be multiplied by 50 by 2020 PAYD trials & launches globally PAYD has reached its tipping point USA  Since 1997 (Progressive’ first trial), 94 trials UK worldwide and 54 commercial launches Italy  Success stories in multiple countries, France notably Italy (Unipol), Spain (Mapfre), France (Groupama), the UK (Insure the South Africa box), Austria (Uniqa) and the US Germany (Progressive) Ireland  Overall, we estimate PAYD-equiped Belgium vehicles at over two million worldwide Spain Other 0 5 10 15 20 25 30Global Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 38. Mobile Fact Pack The Hottest Predictions for 2012 What are the five current major challenges to geolocate the 16 billion objects in Europe?  Power consumption for a large number of objects from consumables to home keys  Size and weight for low value consumables such as food and drinks  Cost e.g. for low-end consumer electronics such as watches  Industries that are not used to integrate electronic components into their products e.g. handbags or car keys; or that do not have the location culture (digital cameras, surveillance cameras)  Ecosystem road blocks e.g. for credit cards or containersGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 39. Mobile Fact Pack The Hottest Predictions for 2012  The location game is not over, it is starting  The speed cycles will be given by the smartphone  There is value in location: by combining it with other elements into an end-to-end experience  In our view, the location industry needs to revisit the obvious and define smart ecosystem strategies rather than just throwing up products to its customers!  Our upcoming Global Location Study will provide the technology and market insightsGlobal Evolution of Location – Frederic Bruneteau, CEO, Ptolemus
  • 40. Mobile Fact Pack The Hottest Predictions for 2012 Typical Indoor environments attenuate GPS beyond detection for commercially available receivers GPS Attenuation Level 40-45 dB Cannot detect indoors 30-31 dBAdvertised aidedcommercial 25 dBC(A) acquisitionthreshold(A-GPS cellphones) 12-14 dBAdvertised unaidedcommercial C(A) Wooden Brick- 2 level Small Typical Indoor Dense urbanacquisition threshold building faced parking commercial North Arena/ environment(A-GPS cell phones) masonry structure building America Mall residence Location-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 41. Mobile Fact Pack The Hottest Predictions for 2012 Positioning using GPS – How it works Low cost GPS engine enables location in Smartphones24 satellites orbiting ataltitude of 12,000 miles 2D position requires three satellitesLocation-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 42. Mobile Fact Pack The Hottest Predictions for 2012 Corporate WiFi is deployed for  Existing WiFi and cellular signals are broadband and indoor location surveyed and logged in a database Angle-of-arrival, time-of-arrival or  ‘Finger prints’ of RF signals are received signal strength is used to recorded in a database calculate position  Position is determined by Position server records location interpolating finger print data dynamicallyLocation-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 43. Mobile Fact Pack The Hottest Predictions for 2012Three LBS markets – Enterprise, Asset Tracking and ConsumerEnterprise/gov segment Asset tracking segment Consumer LBS segmentTargeted at government and large This segment is targeted at fixed This segment is targeted atenterprises where there is a need (Vending sys, office/lab/medical consumers at Big-Box stores andfor content access control, campus equipment, etc) and mobile (goods Malls. The technology will be usedmaps/WiFi tiles restriction (for in transit, fleet, people, etc.) asset to guide shoppers to the rightemployees only), military-grade tracking in large enterprises and departments and Product areas.geofencing, etc. healthcare institutions. Provide retail-specific coupons and specials, etc. @20B advertisingMarket trends and attributes: BYOD, Market trends and attributes: low business.handheld location policies, MDM, cost (<$25) mobile, MRM/M2MGeofenced security (military grade). apps with outdoor-indoor trackingLocation context Apps Market trends / attributes. Focucus on indoor commercial retail with Deferentiator: three-metourDeferentiator: • Location accuracy• Indoor positioning and locations • Indoor positioning capability Deferentiator:• Agile middleware applications • Server Location Aiding (A-GNSS, • Indoor navigation• Boeing Irridium radio E-ECID OTDOA • SLALocation-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 44. Mobile Fact Pack The Hottest Predictions for 2012 Total LaaS market (volume of units) 1,000,000,000 900,000,000 800,000,000 18% CAGR 700,000,000 600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0 2013 2014 2015 2016 2017 Consumer LBS Total Market 209,024,554 246,313,077 283,601,600 352,684,041 438,594,256 Mobile Enterprise Total Market 129,535,398 130,800,752 132,078,759 133,369,547 134,673,243 Asset Tracking M2M Total Market 135,000,000 168,750,000 210,937,500 282,000,000 352,500,000Location-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 45. Mobile Fact Pack The Hottest Predictions for 2012 Location innovations are making the world a smaller place Indoor location will dramatically change the marketplace Cloud and web services enable new business models New multibillion € businesses will evolve leveraging new location technologiesLocation-as-a-Service (LaaS): a Platform for Location Services – Steve Gray, CTO, CSR
  • 46. Mobile Fact Pack The Hottest Predictions for 2012 01 LBS A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device. WikipediaLocation Based Advertising: What does it mean to brands and do the agencies care? – Asif Khan, Founder, LBMA
  • 47. Mobile Fact Pack The Hottest Predictions for 2012 02 LBM Location-based marketing (LBM) bridges the gap between all forms of marketing media. Inclusive of social media, internet, out-of-home and real life interaction. It is about the integration of media to influence people in specific places. The LBMALocation Based Advertising: What does it mean to brands and do the agencies care? – Asif Khan, Founder, LBMA
  • 48. Mobile Fact Pack The Hottest Predictions for 2012 Smartphone ownership 50 46% 46% 40 42% 32% 30 31% 30% 20 21% 21% 10 0 Global North Europe Developed Emerging Latin MENA Sub- America Asia Asia America Saharan AfricaSource: TNS/Kanter Group
  • 49. Mobile Fact Pack The Hottest Predictions for 2012 Why are people using location-based services? 50 46% 40 30 25% 20 22% 19% 13% 10 0 Navigation Finding friends Finding Checking public For a deal or nearby restaurants transport specific offerSource: TNS/Kanter Group
  • 50. Mobile Fact Pack The Hottest Predictions for 2012 How much interest is there in using location-based services? People not currently using LBS and not interested 38% 62% People not currently using LBS, but interestedSource: TNS/Kanter Group
  • 51. Mobile Fact Pack The Hottest Predictions for 2012 Preference for mobile offers delivery % of respondents, January 2012 60 60% 60%  US  UK 50  Germany 50%  France 49% 40 38% 30 32% 26% 26% 26% 20 21% 18% 16% 16% 13% 10 11% 10% 12% 12% 8% 4% 9% 4% 2% 1% 0 Voicemail Text Mobile web Mobile App Opt not to Other (email, etc.) receive them on mobileLocation Based Advertising: What does it mean to brands and do the agencies care? – Asif Khan, Founder, LBMA
  • 52. Mobile Fact Pack The Hottest Predictions for 2012 What are brands trying to achieve? CONNECT  Interact and engage an audience  Tap into user-generated content  Excite and delight their audiences  Drive permission-based relationships COLLECT  Acquire key data including demographics, interests and location-based data  Drive to web for online engagement $ CONVERT  Drive to store for coupons and offers  Drive to experience at a locationLocation Based Advertising: What does it mean to brands and do the agencies care? – Asif Khan, Founder, LBMA
  • 53. Mobile Fact Pack The Hottest Predictions for 2012 Augmented reality in LBS % of respondents, January 2012 3500  Mobile, in-App advertising 3000  Mobile, in-App purchase  Mobile, paid applications 2500  Handheld AR games US$ Millions 2000 1500 1000 500 0 2010 2011 2012 2013 2014 2015 2016ABI Research Mobile Augmented Reality, Thomas Alt, CEO, Metaio
  • 54. Mobile Fact Pack The Hottest Predictions for 2012  Smartphone adoption will lead to massive growth of the Mobile AR market  Consumer adoption of Augmented Reality will be based on individual but solid use cases  Revenues for Mobile AR will be generated from • In-App advertisement • AR games • In-App purchases • Paid applications  Revenues will grow from $21 million in 2010 to $3 billion in 2016Source: Augmented reality in LBS – Thomas Alt, CEO, Metaio
  • 55. Mobile Fact Pack The Hottest Predictions for 2012 By 2014, AR will be on every SmartphoneSource: XXX