Page 33 - Harvard Business Review (November-December, 2017)

Augmented Reality in

the Real World

WHO’S INVESTING THE MOST? ENTERPRISE ROLES…
Percentage of executives in each industry who say they are currently Percentage of surveyed developers creating AR experiences in each use category
making substantial investments in AR, and percentage anticipating
substantial investments in three years SERVICE
Manuals and instructions, service
2017 2020 inspections, remote expert
guidance, customer self-service
AUTOMOTIVE MANUFACTURING
TECHNOLOGY, Quality assurance, assembly
instructions, performance
MEDIA & dashboards
TELECOM
HEALTH CARE SALES & MARKETING
Product displays & demos,
augmented advertising,
RETAIL & optimization of retail space
CONSUMER
DESIGN
INDUSTRIAL Collaborative engineering,
PRODUCTS inspections of digital prototypes
POWER &
UTILITIES OPERATIONS
Heads-up displays, digital product
PUBLIC controls, augmented operator
manuals
SECTOR
TRAINING
ENERGY & Job-specific training, safety &
MINING security training, coaching
FINANCIAL
SERVICES OTHER
Surgical guidance, quality
HOSPITALITY assurance for buildings
& LEISURE
0 5 10 15 20 25 30 35 (N=107) 0 5 10 15 20
SOURCE PWC 2017 GLOBAL DIGITAL IQ SURVEY, TAKEN BY 2,216 BUSINESS AND IT
EXECUTIVES FROM 53 COUNTRIES
…AND STRATEGIC GOALS
Percentage of respondents citing each reason as the primary goal of their AR
AR HEADSETS TAKE OFF development program
Projected growth in augmented reality headset unit shipments HIGHER MANUFACTURING
worldwide (in millions) QUALITY
30
GREATER SALES REVENUE
25 SHORTENED
DEVELOPMENT CYCLE
20 ENHANCED END-USER
EXPERIENCE

15 IMPROVED TRAINING
METHODS
PRODUCT
10 DIFFERENTIATION
BETTER SERVICING
5
ENHANCED MONITORING
0 CAPABILITIES
2016 2017 2018 2019 2020 2021
(N=100) 0 5 10 15 20 25
SOURCE INTERNATIONAL DATA CORPORATION 2017 WORLDWIDE QUARTERLY AUGMENTED
AND VIRTUAL REALITY HEADSET TRACKER SOURCE PTC SURVEY OF THINGWORX STUDIO PILOT PROGRAM PARTICIPANTS
HBR Reprint R1706B
NOVEMBER–DECEMBER 2017 HARVARD BUSINESS REVIEW 59