The Tate Movie Project / Home. Why So Many Augmented Reality Apps Fail in the Real World - Advertising Age - DigitalNext. Mobile augmented reality is overhyped technology for now: Forrester. By Giselle Tsirulnik December 23, 2010 Ebay has invested in augmented reality A new research report by Forrester Research claims that augmented reality is way more than just a gimmick. However, mobile augmented reality is not delivering its promise – yet. According to Forrester, mobile augmented reality is not yet fully baked. The research firm said marketers and product strategists should be cautious when integrating augmented reality into their mobile strategy in 2011.
“Mobile augmented reality is an overhyped technology today but will be a disruptive one in the years to come,” said Thomas Husson, senior analyst at Forrester Research, Boston. “There are a limited number of consumers regularly and actively holding up their smartphone to interact with their environment,” he said. Augmented reality’s role today Forrester’s research points out that augmented reality is not something new.
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