A presentation on the emerging technology of augmented reality, its applications and the market assessment analysis for the gaming industry in the US based on the Bass model.

1. Augmented Reality
Ankit Balyan

2. Enhanced view of the Real World
Ankit Balyan | INSY-606 - Technology Management
 Reality enhanced by augmented elements,
generated by a computer and its sensors such as
sound, video, graphics, etc.
 Digitally manipulable and interactive
 Augmented vs Virtual
 Hardware components:
 Processor
 Display - Head-mounted, Eyeglasses, Contact
lenses, Handheld
 Sensors - accelerometer, GPS, compass
 Input devices – Camera, IOT

3. Applications of Augmented Reality – B2B vs B2C
Ankit Balyan | INSY-606 - Technology Management
 Education - Text, graphics, video and audio can be superimposed into a
student’s real time environment
 Search and Rescue - provide rescue teams with a geographic awareness
of areas
 Construction - visualize georeferenced models of construction sites
 Medical - provide the surgeon with real time information on patients
health
 Industrial Design - compare digital mock-ups with physical mock-ups
 Military - renders useful battlefield data onto a soldier's goggles in real
time

4. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
Market Size =
318.9 𝑀𝑖𝑙𝑙𝑖𝑜𝑛
2.58
∗ 51 % ∗ 40 % ∗ $ 350 = $ 𝟖. 𝟖𝟐 𝑩𝒊𝒍𝒍𝒊𝒐𝒏
No of households
in the US

5. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
Market Size =
318.9 𝑀𝑖𝑙𝑙𝑖𝑜𝑛
2.58
∗ 51 % ∗ 40 % ∗ $ 350 = $ 𝟖. 𝟖𝟐 𝑩𝒊𝒍𝒍𝒊𝒐𝒏
No of US
households with
a game console

6. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
Market Size =
318.9 𝑀𝑖𝑙𝑙𝑖𝑜𝑛
2.58
∗ 51 % ∗ 40 % ∗ $ 350 = $ 𝟖. 𝟖𝟐 𝑩𝒊𝒍𝒍𝒊𝒐𝒏
No of US
households with
significant
disposable income

7. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
Market Size =
318.9 𝑀𝑖𝑙𝑙𝑖𝑜𝑛
2.58
∗ 51 % ∗ 40 % ∗ $ 350 = $ 𝟖. 𝟖𝟐 𝑩𝒊𝒍𝒍𝒊𝒐𝒏
Expected cost of
an AR Gaming
headset

8. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
Market Size =
318.9 𝑀𝑖𝑙𝑙𝑖𝑜𝑛
2.58
∗ 51 % ∗ 40 % ∗ $ 350 = $ 𝟖. 𝟖𝟐 𝑩𝒊𝒍𝒍𝒊𝒐𝒏
P = 0.03 Q = 0.38

9. Market Assessment Analysis - Gaming
Ankit Balyan | INSY-606 - Technology Management
$0.26
$0.62
$1.08
$1.68
$2.41
$3.27
$4.21
$5.19
$6.11
$6.91
$7.53
$7.99
$8.30
$8.51
$8.63
$8.71
$8.76
$8.78
$8.80
$8.81
$8.82
$8.82
$8.82
$8.82
$8.82
$8.82
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
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Expected Revenues