消费者在智能手机上通过app使用增强现实技术已经变得普遍，比如Snapchat和Pokemon Go.。然而比如谷歌眼镜和微软HoloLens等AR头戴设备仍是小众产品，其销量还未达到“成千上万”台。Strategy Analytics近期发布的AR研究报告《专用AR设备——市场和展望》和《专用AR设备预测按设备类型2013-2023》，审视了驱动AR头戴设备市场增长和消费者采用的因素。

Report author David MacQueen said, “2013 and the launch of Google Glass really kickstarted the dedicated AR device market. Although the device was not a commercial success, the potential of AR became clear and the hype around it saw Google, Apple, Microsoft and other major players make serious investments in the AR field. 5 years on, and much of that technology has found its way onto smartphones, while dedicated AR headsets have remained a niche product.

Strategy Analytics报告作者David MacQueen表示，“2013年以及谷歌眼镜的推出开启了专用AR设备市场。尽管该设备并没有取得商业上的成功，但AR的潜力变得显而易见。同时谷歌、苹果、微软和其它主要的市场玩家也在AR领域不惜重金投资。五年来，许多技术都应用到智能手机上，而专用的AR头戴设备仍还是小众产品。  ”

“The major factor holding back the market for dedicated AR devices today is simply the cost of the hardware. In a typical enterprise deployment, this is not a major issue as the hardware itself is a relatively small part of the cost. The consumer market is much more price sensitive, and this is amply demonstrated by the relative success of the low cost $200 Lenovo slot-in Mirage AR headset, which drove the market to new heights in 2017. Despite the product instantly becoming the top selling AR headset of all time, it only moved the needle slightly, increasing total shipments from the tens of thousands of units to the hundreds of thousands.”

“如今阻碍专用AR设备市场的主要因素就是硬件的成本。 在典型的企业部署中，这不是主要问题，因为硬件本身只是成本的一小部分。 消费者市场的价格更加敏感，而低成本的200美元联想插入式Mirage AR耳机的相对成功充分证明了这一点，该耳机在2017年将市场推向了新的高度。尽管该产品立即成为有史以来最畅销的AR头戴设备，它只是略微移动了针头，便使总出货量从数万台增加到数十万台。”

Strategy Analytic的报告发现插入式的AR 设备如今占出货量的绝大部分，但是随着市场向着更高质量的体验看齐，双筒的AR组件（比如HoloLens）将会变得更加重要。Strategy Analytics预计，2020年AR头戴设备的全球总出货量将达到接近1000万部，但是随着平均售价持续下降到用户能接受的水平，AR头戴设备市场未来仍将会继续发展。

David Kerr, Executive Vice President, added, “AR is suited to a wide variety of use cases, and could conceivably be used to augment almost any category of application or service. As well as adding richness to existing services, it also opens up possibilities for entirely new apps and services. So despite a slow start, the potential upside is huge. But for the market to grow significantly, it is consumer (rather than enterprise) which must drive volumes.

Strategy Analytics执行副总裁David Kerr补充道，“AR 适用于各种用例，并可以在任意种类的应用或服务上适用。除了为现有服务增加丰富性外，它还为新的app和服务开启了新的可能性。尽管起步较慢，但其潜在的上行空间力巨大。如果市场快速增长，消费者（而不是企业）将会驱动出货量增长。”

 “Key consumer use cases including gaming, marketing, and search require a device capable of delivering rich 3D graphics. The successful devices in the consumer market should be lower cost than, yet similar in functionality to, current cutting edge technology. To drive the price down to a consumer-friendly price point for an AR device with a stereoscopic 3D view, it is likely that some of the functionality (and therefore component cost) will be shifted to a smartphone. Strategy Analytics believes that smartphone OEMs are the most likely contenders to succeed in the longer term.”

“包括游戏，营销和搜索在内的关键消费者用例需要能够提供丰富3D图形的设备。 消费者市场中成功的设备应该比当前尖端技术的成本更低，但功能更相似。 为了将具有立体3D视图的AR设备的价格降低到消费者友好的价格点，可能会将某些功能（以及因此组件成本）转移到智能手机。 Strategy Analytics认为智能手机OEM是最有可能在长期内取得成功的竞争者。”

 About Strategy Analytics

Strategy Analytics, Inc. 是一家全球性的市场研究与咨询机构，为处于信息、通信和娱乐技术融合趋势中的企业就市场动态和行业趋势提供真知灼见，及战略性业务解决方案。Strategy Analytics的总部位于美国波士顿，在北美、欧洲和亚太设有分支机构。公司主要关注新兴技术、无线及移动、智慧家庭、汽车电子相关的市场机会和挑战。详情请访问公司网站www.strategyanalytics.com