By Paul Skeldon

Augmented reality (AR) and mixed reality (MR) present many opportunities for application enhancement and new monetisation opportunities, but the technologies are still a long-way from being an everyday feature of consumers’ lives, according to Futuresource‘s latest industry tracking report for AR and MR in mobile.

The report, which synthesises fieldwork drawn from vendors, content creators and service providers, along with mobile device forecasts and existing research, finds that the race is on to develop the essential killer application and, ultimately, to establish the dominant platform for mobile AR/MR content.

“Although the mobile AR/MR proposition is very much in its infancy today, the end-game is clear for Facebook, Apple, Google, SnapChat, Microsoft et al,” says Michael Boreham, Market Analyst at Futuresource Consulting. “AR/MR is considered to be the next major computing platform, offering a revolutionary technological leap that has the potential to evolve and enhance our digital interaction across industries such as communication, utilities, entertainment and e-commerce.”

While the majority of attention has been focussed on the drive to establish virtual reality as the next ‘must have’ consumer device, 2017 has seen an increasing amount of activity in the AR and MR space, with an increasing number of industry heavyweights throwing their hats into the ring.

The value of the overall consumer…