Европейский рынок дополненной реальности (AR) и смешанной реальности (MR) – тенденции отрасли и прогноз до 2029 года

Анализ и размер европейского рынка дополненной реальности (AR) и смешанной реальности (MR)

Дополненная реальность и смешанная реальность привнесли новые изменения в цифровизацию. Теперь стало проще воспринимать реальный мир, задавая различные условия окружающей среды. Дополненная реальность и смешанная реальность имеют широкий спектр применения, рост рынка значительно увеличился, поскольку использование дополненной реальности и смешанной реальности стало популярным в симуляторах вождения. Дополненная реальность и смешанная реальность предоставляют водителю реальное ощущение дороги, условий вождения, руководств по эксплуатации автомобиля и дорожного движения, что помогает избегать аварий на начальном этапе обучения и готовит водителей к различным ситуациям. Эти атрибуты привели к более широкому использованию дополненной реальности и смешанной реальности в обороне и аэрокосмической отрасли. Военнослужащие использовали ее для обучения в различных условиях, таких как прыжки с парашютом, подводные лодки, боевые ситуации и вождение в различных условиях окружающей среды.   

Data Bridge Market Research анализирует, что ожидается, что европейский рынок дополненной реальности (AR) и смешанной реальности (MR) достигнет значения 1,33,173.90 млн долларов США к 2029 году, при среднегодовом темпе роста 49.2% в течение прогнозируемого периода. Сегмент решений составляет крупнейший сегмент предложения на европейском рынке дополненной реальности (AR) и смешанной реальности (MR). Европейский рынок дополненной реальности (AR) и смешанной реальности (MR) также охватывает анализ цен, патентный анализ и технологические достижения в деталях.   

Market Definition

Augmented reality is a technology that uses the existing user's environment and overlays the digital or virtual content or information over it to offer an immersive digital experience in a real-time environment. Augmented reality applications are developed on special 3D programs, which enable developers to integrate contextual or digital content with the real world in real-time. Augmented reality offers interactive experiences through multiple sensory modalities, including haptic, auditory, visual, somatosensory and more. The technology has a wide range of applications in entertainment, training and educational areas. Industries such as manufacturing, healthcare and logistics, among others, are more focusing on adopting this technology for training, maintenance, assistance and monitoring applications.

Mixed reality symbolizes the controlled collision of the AR/VR and IoT trends. Mixed reality (MR), also referred to as hybrid reality, is the technology that is used to merge real and virtual worlds and produce new environments and visualizations where physical and digital objects co-exist and interact in real time. Mixed reality is an interdisciplinary field involving computer graphics, signal processing, computer apparition, user interfaces, mobile computing, wearable computing, information visualization and the design of displays and sensors. Mixed reality concepts are increasingly being adopted by various industries, including automotive, healthcare and office environments, among others.

Europe Augmented Reality (AR) & Mixed Reality (MR) Market Dynamics

This section deals with understanding the market drivers, advantages, opportunities, restraints and challenges. All of this is discussed in detail below-

Drivers

• Increasing penetration of smart devices and internet services

With the introduction of smart devices, AR has provided valuable opportunities for retailers to engage consumers, showcase their products and create a competitive advantage, which is expected to drive Europe augmented reality (AR) & mixed reality (MR) market significantly.

• Rise in adoption of augmented reality by educational institutes

AR in education allows students to gain knowledge through rich visuals and immersion into the subject matter. Moreover, speech technology also engages students by providing comprehensive details about the topic in a voice format. Therefore, the concept of eLearning with AR has become an essential strategy for gathering information, which is expected to drive Europe augmented reality (AR) & mixed reality (MR) market significantly.

• Increasing focus on cyber-physical systems

Augmented reality (AR) enables intuitive and efficient human-machine interactions between humans and CPMT (Cyber-Physical Machine Tool). As cyber-physical security systems become model-based and leverage augmented, virtual, or mixed reality, the gaps between training, planning/analysis and situational awareness simulations disappear. Through a model-driven contextual interface, users can experience a virtual representation of a real-world facility.

• More of technological advancement and digitization

The continuing convergence of digitalization in the real and the virtual worlds have become the main factor of innovation and change in all sectors of our economy. Augmented Reality Technology (AR) has become one of the critical digital transformation technologies in industrial and non-industrial areas. The rise of augmented reality has transformed lives and day-to-day operations in technology, hospitality, healthcare and other sectors. The use of augmented reality helps the customers understand the product or the service with more ease and helps them make the decisions easier. In addition, augmented reality can also help build and improve the organization's brand image by giving the customers a seamless buying experience.

Opportunities

• Increased deployment of AR and MR technology in numerous industries

The applications in various industrial sectors, especially in the defense industry, extensively use augmented and mixed reality. It is expected to create opportunities for the Europe augmented reality (AR) & mixed reality (MR) market.

Restraints/Challenges

• Stringent regulations of government for varied organizations

AR (augmented reality) and MR (mixed reality) devices and applications are already subject to several laws and regulations governing individual privacy and user data across the countries. However, the current regulatory landscape addresses only some of the risks of using augmented reality devices. Specific requirements complicate the data collection necessary to provide robust and secure immersive experiences across sectors.

COVID-19 Impact on Europe Augmented Reality (AR) & Mixed Reality (MR) Market

COVID-19 created a major impact on various industries as almost every country has opted for the shutdown of every facility except the ones dealing in the essential goods segment. The government has taken some strict actions such as the shutdown of facilities and sale of non-essential goods, blocked international trade and many more to prevent the spread of COVID-19. The only business dealing in this pandemic situation is the essential services allowed to open and run the processes.

The increased usage of augmented reality-based devices has provided significant opportunities amid the covid-19 pandemic. Although consumer purchasing power has been greatly diminished as a result of the coronavirus-induced economic slump, resulting in the decline of profit margins in organizations. While many key marketers and leaders saw signs of improvement from past years, it remains difficult to ascertain the actual market situation as the pent-up demand may be covering up a lower intrinsic level of demand for AR-based devices. The increase in AR smartphone applications, the rise in demand for remote collaboration and technological advancements in medical applications are some of the factors driving the growth of the augmented reality and mixed reality market.

Manufacturers are making various strategic decisions to meet the growing demand in the COVID-19 period. The players were involved in strategic activities such as partnerships, collaborations, acquisitions and others to improve the technology involved in the augmented reality (AR) & mixed reality (MR) market. With this, the companies will bring advanced and accurate solutions to the market. In addition, the government initiatives to boost digitization across industries have led to the market's growth.

Recent Developments

• In April 2021, Microsoft announced a Pentagon contract with the U.S. military for augmented reality headgear for soldiers worth USD 21.88 billion. This HoloLens will deliver soldiers more efficient visibility, next-generation night vision and situational awareness for any war. This has also helped the company to transcend the traditional boundaries of space and time in the field of AR, thereby expanding their products in the market
• In July 2021, SAMSUNG ELECTRONICS CO., LTD. expanded its contactless offerings for consumers with a new Augmented Reality (AR) enabled service for its flagship products. With this, consumers may virtually experience a product in their homes, check product dimensions and make an informed selection with the AR service. This has also helped the company to expand its product portfolio in the augmented reality market

Europe Augmented Reality (AR) & Mixed Reality (MR) Market Scope

Europe augmented reality (AR) & mixed reality (MR) market is segmented on the basis of component, deployment model, distribution channel, device type, technology, application and end user. The growth amongst these segments will help you analyze meager growth segments in the industries and provide the users with a valuable market overview and market insights to help them make strategic decisions for identifying core market applications.

By Component

• Hardware
• Software
• Services

On the basis of component, Europe augmented reality (AR) & mixed reality (MR) market is segmented into hardware, software and services.

By Deployment Model

• On-Premise
• Cloud

On the basis of the deployment model, Europe augmented reality (AR) & mixed reality (MR) market is segmented into on-premise and cloud.

By Distribution Channel

• Offline
• Online

On the basis of organization size, Europe augmented reality (AR) & mixed reality (MR) market is segmented into offline and online.

By Device Type

• Desktop
• Head Up Display
• Head Mounted Display
• Projector And Display Wall
• Gesture Tracking Devices

On the basis of device type, Europe augmented reality (AR) & mixed reality (MR) market has been segmented into head up display, head mounted display, projector and display wall and gesture tracking devices.

By Technology

• Mobile Augmented Reality
• Monitor-Based Technology
• Near Eye Based Technology

On the basis of technology, Europe augmented reality (AR) & mixed reality (MR) market has been segmented into mobile augmented reality, monitor-based technology and near eye based technology.

By Application

• Banking, Financial Services and Insurance (BFSI)
• Workflow Optimization
• Marketing Collaboration
• Enhanced 2-D And 3-D
• Visualizations
• 3d Modelling
• Documentation
• Navigation

On the basis of application, Europe augmented reality (AR) & mixed reality (MR) market has been segmented into workflow optimization, marketing collaboration, enhanced 2-D and 3-D, visualizations, 3D modeling, documentation and navigation.

By End User

• Banking, Financial Services and Insurance (BFSI)
• Retail And E-Commerce
• IT And Telecommunication
• Automotive
• Aerospace And Defense
• Healthcare
• Animation
• Travel And Tourism
• Energy
• Media And Entertainment
• Education
• Construction
• Games And Sports
• Banking
• Others

On the basis of end user, Europe augmented reality (AR) & mixed reality (MR) market is segmented into retail and e-commerce, IT and telecommunication, automotive, aerospace and defense, healthcare, travel and tourism, energy, media and entertainment, education, construction, games and sports, banking and others.  

Региональный анализ/информация о рынках дополненной реальности (AR) и смешанной реальности (MR)

Проведен анализ европейского рынка дополненной реальности (AR) и смешанной реальности (MR), а также предоставлены сведения о размерах рынка и тенденциях по странам, компонентам, моделям развертывания, каналам сбыта, типам устройств, технологиям, приложениям и конечным пользователям, как указано выше.

В отчете о европейском рынке дополненной реальности (AR) и смешанной реальности (MR) представлены следующие страны: Германия, Великобритания, Франция, Италия, Испания, Нидерланды, Швейцария, Россия, Швеция, Польша, Бельгия, Турция и остальные страны Европы.

Ожидается, что Германия будет доминировать на европейском рынке дополненной реальности (AR) и смешанной реальности (MR) и, вероятно, станет самой быстрорастущей в Европе из-за постоянного роста цифрового рабочего места и мобильной рабочей силы. Более того, Великобритания чрезвычайно чутко реагирует на внедрение новейших технологических достижений, включая мобильные устройства, облачные вычисления и IoT, на предприятиях, что стимулирует рост рынка.

Раздел отчета по странам также содержит отдельные факторы, влияющие на рынок, и изменения в регулировании рынка, которые влияют на текущие и будущие тенденции рынка. Такие данные, как анализ цепочки создания стоимости сверху и снизу, технические тенденции и анализ пяти сил Портера, а также тематические исследования, являются некоторыми из указателей, используемых для прогнозирования рыночного сценария для отдельных стран. Кроме того, при предоставлении прогнозного анализа данных по странам учитываются наличие и доступность европейских брендов и их проблемы, связанные с большой или малой конкуренцией со стороны местных и отечественных брендов, влияние внутренних тарифов и торговых путей.   

Анализ конкурентной среды и доли рынка дополненной реальности (AR) и смешанной реальности (MR)

Конкурентная среда европейского рынка дополненной реальности (AR) и смешанной реальности (MR) содержит сведения о конкуренте. Включены сведения о компании, ее финансах, полученном доходе, рыночном потенциале, инвестициях в исследования и разработки, новых рыночных инициативах, присутствии в Европе, производственных площадках и объектах, производственных мощностях, сильных и слабых сторонах компании, запуске продукта, широте и широте продукта, доминировании приложений. Приведенные выше данные относятся только к фокусу компаний, связанному с европейским рынком дополненной реальности (AR) и смешанной реальности (MR).

Среди основных игроков, работающих на европейском рынке дополненной реальности (AR) и смешанной реальности (MR), можно назвать HP Development Company, LP, HTC Corporation, Autodesk Inc., Barco, Intel Corporation, PTC, Seiko Epson Corporation, Ultraleap Limited, ASUSTek Computer Inc., Dell, Google (дочерняя компания Alphabet Inc.), Sony Corporation, Lenovo, Microsoft, SAMSUNG ELECTRONICS CO., LTD., Panasonic Corporation, RealWear, Inc., Magic Leap, Inc., EON Reality и TeamViewer и другие.

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