The number of downloads to mobile phones of applications incorporating augmented reality (AR) will grow dramatically over the next few years, according to a new report by Juniper Research. The euphoria over augmented reality has not been matched to date by commercial achievement but the research firm predicts it is finally set to show some tangible results. AR-based app downloads will grow in numbers from just over 11 million in 2010 to 1.4 billion by 2015, says Juniper. Unsurprisingly, the revenue generated by such apps will also see a steep increase from less than US$2 million last year to US$1.5 billion by 2015.

Juniper found the number of augmented reality-based apps available to users is already increasing as of last year. It credits Qualcomm’s release of an AR-based SDK for Android and Samsung’s decision to preload apps such as Layar on some handsets as drivers. At the same time the type of apps making use of AR is shifting. Initially, many AR-based apps were location-based, typically offering reviews of local bars, restaurants and places of interest. The mix is broader now with augmented reality incorporated into games, social networking, education, lifestyle and personal healthcare apps, says Juniper. The base of AR-capable smartphones increased during 2010 too, another factor.

In addition, corporate interest in augmented reality-based apps appears to have risen noticeably in the second half of 2010, according to Juniper. Marketing involvement has happened in two ways, says the firm: companies either creating their own AR-based apps or re-using existing ones in their campaigns. Among the companies to have utilised augmented reality are Carlsberg, Time Out, Royal Mail and Coca Cola. Enterprise apps with AR elements will account for the third-largest source of revenue behind location and games by 2015, says Juniper.