The document discusses augmented reality and its potential business applications. It begins with an overview of augmented reality and its value proposition. It then explores how augmented reality may disrupt business processes in the future. Best practices are provided for designing augmented reality processes and experiences, such as starting with pilot programs to identify useful tasks and creating business-oriented ROI goals. The presentation includes examples of current augmented reality applications and polls the audience on their expected augmented reality uses.

1. 0 CONFIDENTIAL AND PROPRIETARY I © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
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2. Augmented Reality —
Enabling Digital Business with an Immersive Interface
Tuong H. Nguyen
Principal Research Analyst
16 years at Gartner, 16 years industry experience
Gartner's Personal Technologies team focusing on immersive
technologies (augmented and virtual reality), consumer behavior and
segmentation issues, including branding, distribution channel strategy,
device preferences, and upgrade and replacement cycles.
For a broader insight into Gartner you can find us: @Gartner_inc on Twitter and Gartner on LinkedIn.
@TuongH_Nguyen
https://www.linkedin.com/in/tuong-nguyen

3. 2 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
The Future of Augmented
Reality
Businesses not prepared for augmented reality
Use it to leap ahead of competition Source: Hyper-Reality (2016), Keiichi Matsuda

4. 3 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Issues
1. What is augmented reality and its core value proposition?
2. How will augmented reality disrupt business processes?
3. What are best practices for designing advanced augmented reality
processes, experiences and new behaviors?

5. 4 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Issues
1. What augmented reality and its core value proposition?
2. How will augmented reality disrupt business processes?
3. What are best practices for designing augmented reality processes,
experiences and new behaviors?

6. 5 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
By 2021, adoption of augmented reality solutions to improve business
processes in large enterprises will grow to 20%
Strategic Planning Assumption

7. 6 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Smart Mirrors
Level of Immersion
Low/None Advanced
Augmented Reality
Virtual Reality
CAVE
Magic Windows
FullPartial

8. 7 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
A Variety of Interface Device Options
7

9. 8 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Issues
1. What is augmented reality and its core value proposition?
2. How will augmented reality disrupt business processes?
3. What are best practices for designing augmented reality processes,
experiences and new behaviors?

10. 9 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Poll Q1: In your job, will augmented reality have a role in
the next 2 years?
1. Yes
2. No

11. 10 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Will Your Business Pilot or Launch Immersive or
Ambient Projects in the Next 12 Months?

12. 11 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
No plans
18%
Currently
assessing
25%
Piloting/
implementing
34%
Actively
using
23%
CMO AR SPENDING
Augmented Reality Marketing
Q. What are your organization's plans for augmented reality for marketing in 2016?
Base: Allocates portion of budget to innovation, n = 214

13. 12 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Extension of IoT and Digital Business
Service or App
Thing
Embedded
intelligence

14. 13 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Augmented Reality
for Consumers (as
Customers) BMW —
AR for navigation
Jaguar Land Rover —
AR digital showroom
Source: Jaguar Land Rover
Source: BMW

15. 14 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Augmented Reality for Enterprise
14
Source: APX Labs
Source: Apple/Metaio

16. 15 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Source: DHL

17. 16 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Issues
1. What is augmented reality and its core value proposition?
2. How will augmented reality disrupt business processes?
3. What are best practices for designing augmented reality processes,
experiences and new behaviors?

18. 17 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Designing Augmented Reality Experiences Isn’t Intuitive
or Easy
Start piloting.
Identify tasks and situations that benefit from augmented reality solutions.
Architect solutions and experiences; mapping business data to augmented worlds.
Create business-oriented ROI goals.
Don't let hype influence augmented reality efforts.
Plan
Behavior
Design
Process
Outlook

19. 18 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Poll Q2: How do you expect to use augmented reality in
the next 2 years?
1. Customer / consumer engagement
2. Check lists / task itemization
3. Video guidance / see-what-I-see scenarios
4. Visual design and collaboration
5. Other

20. 19 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
Related Gartner Research
Market Guide for Augmented Reality
Tuong Huy Nguyen and Brian Blau (G00276029)
Market Trends: Head Mounted Displays for Virtual Reality and Augmented Reality
Brian Blau and Tuong Huy Nguyen (G00246830)
Maverick* Research: Goodbye Smartphones, Hello HMDs
Annette Zimmermann, Tuong Huy Nguyen, Brian Blau (G00278062)
What Product Developers Needs to Know About New Sensing and Recognition
Capabilities in Augmented Reality
Tuong Huy Nguyen, Atsuro Sato and Annette Zimermann (G00268998)
The First Three Steps in Evaluating the Role of Head-Mounted Displays for Field Service
Jim Robinson, Angela McIntyre, Brian Blau (G00301224)
Innovation Insight: Augmented Reality Will Become an Important Workplace Tool
Tuong Huy Nguyen (G00258074)
Innovation Insight: Smartglasses Bring Innovation to Workplace Efficiency
Angela McIntyre and Tuong Huy Nguyen (G00250429)
For more information, stop by Gartner Research Zone.

21. 20 CONFIDENTIAL AND PROPRIETARY I © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
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23. 22 CONFIDENTIAL AND PROPRIETARY I © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.
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