Brave New World: Convergence of Broadband, Location and Augmented Reality

The growing demand for mobile broadband services is driving an ever increasing number of commercial LTE network deployments.  Location-based Service (LBS) applications depend on mobile positioning, Geography Information Systems (GIS), application middleware, application software, and support.   Augmented Reality (AR) represents a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, that enrich the user's perception of the real world. 

The convergence of broadband, location, and augmented reality represents an excellent opportunity for the entire wireless value chain as there is an opportunity for value-added service applications that leverage the unique aspects of all three technologies.  By the end of 2016, revenue produced by the AR industry will total more than $600 billion. By 2014, approximately 864 million mobile phones will be AR-ready, and in excess of 100 million vehicles will come equipped with AR technology.

The use of AR with mobile phones has a lot of potential for the mobile commerce area.   AR will make the shopping experience for the end user more educational, entertaining, and engaging. This research analyzes the use of AR applications in the mobile market arena with in depth analysis focused on the future of AR applications for marketing and advertising in mobile and wearable augmented reality devices.  This report includes specific case studies and vision for the future market of mobile and wearable devices with AR applications in several industries.

Target Audience:

• Mobile network operators
• Research and development organizations
• Mobile commerce application developers
• Augmented reality application developers
• Broadband wireless infrastructure providers
• Location-based service application providers
• Mobile marketing and advertising companies

Table of Contents

1. Executive Summary 4

2. Introduction 6
2.1 Case Study: Location Based Service 10
2.2 Location Based Service Applications  11
2.2.1 Location Based Service Gaming  16
2.3 Location Services + Social Commerce = Commerce Success    19
2.4 Wearable Augmented Reality Devices20
2.5 Wearable Devices Component and Technologies 21
2.5.1 Google Glasses Developments    22
2.5.2 Google Glasses Technologies 23
2.5.3 Google Glasses Potential Applications     24
2.5.4 Google Now Integration with Google Glasses   25

3. Broadband Development in LTE World   27
3.1 Comparison between LTE Solutions    33
3.1.1 Throughput Performance 34
3.2 LTE Performance Analysis    36
3.2.1 Latency    37
3.2.2 Efficiency    37
3.2.3 VOIP over LTE 40
3.3 Conclusion    41
3.4 The Migration 3g to 4g/LTE and Beyond Benefits For the AR and Lbs Applications  41

4. The Convergence of the Three New Technologies in Mobile Commerce     43
4.1 Case Study: Videos and AR In Advertising 44
4.2 The Rise of Applications    48
4.2.1 Location Services Benefits   49
4.2.2 Pay Point Solutions 49
1.1.1 Swarm Data Mining 50
4.2.3 Predictions for the Next Generation 50
4.2.4 Obsolescence of the Wallet 50
4.3 Market Threats Analysis  52
4.4 Location Commerce, Augmented Reality and Video Advertising   58

5. The Market with Fast Broadband, Location-Based Service and Augmented Reality   61
5.1 Fast Broadband, Fast App Development and Bad Lbs Regulations61
5.1.1 Case Study: Lbs Regulation and User's Privacy 64
5.2 Good Services, Slow Market Adoption  67
5.2.1 The End-User Role  67
5.2.2 The Network Operator and Third Party Provider Role    68
5.2.3 Market Threats  71

List of Figures

Figure 1 Location-Based Game     18
Figure 2 Network-Managed Location 33
Figure 3 User Position Privacy     66
Figure 4 Customer Needs and Requirements 69
Figure 5 the User Experience and the Role of the Service Provider 71