Augmented Reality heats up smartphone market

Augmented Reality heats up smartphone market

New developments and compatibility in AR and AI set to shake up mobile market share

The use of augmented reality (AR)  in mobile devices is set to surge in the battle for smartphone market share.

According to analyst firm, Telsyte, Australian smartphone sales are on track for a strong calendar year. In its new Australian Smartphone and Wearable Devices Market Study 2017-2021, showed 4.4 million smartphones were sold during the first half of 2017, up 16 per cent on the same time last year.

For now, Android smartphones were holding the top spot with 55 per cent market share across its top three vendors Samsung, Huawei and Oppo.

The release of at least three new iPhones this year and maintaining lower price points on older models, will see Apple emerge as the market leader in the second half, the analyst firm indicated. About 4.7 million smartphones are expected to be sold during the second half of 2017.

Aging handsets, aggressive marketing and larger data cap offers from mobile service providers, along with the fact that about one million active iPhone users that won’t get the latest iOS 11 update, are just some of the factors that will see pent up demand for the iPhone.

Another contributing factor is some of the new features in AR as well as artificial intelligence capabilities.

Already, one in three Australian smartphone users have tried AR type features on their smartphones such as Pokemon Go, Snapchat and Facebook photo filters. This is setting the pace for these two categories - social and gaming - as the most popular for AR. Navigation, education, shopping/retail and communications will also attract early interest from app developers, the study said.

Telsyte senior analyst Alvin Lee, said the release of Apple’s ARKit and Google’s ARCore will support more advanced AR applications, driving awareness and usage, which could rapidly expand in 2018.

More than half of iPhones are capable of supporting Apple’s current ARKit, compared to less than 10 per cent of android smartphones for Google’s ARCore.

Apple will be holding its product launch on September 12, expecting to reveal its next iPhone and an updated Apple Watch.

In a bid to ramp up its share in the smartphone market, Huawei recently aired its intentions to use AI features when its new flagship phone, Mate 10, launches next month.

Follow Us

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags ApplesamsungHuaweitelsyteaugmented realityOppo


EDGE 2023

EDGE is the leading technology conference for business leaders in Australia and New Zealand, built on the foundations of collaboration, education and advancement.


ARN has celebrated gender diversity and recognised female excellence across the Australian tech channel since first launching WIICTA in 2012, acknowledging the achievements of a talented group of female front runners who have become influential figures across the local industry.

ARN Innovation Awards 2023

Innovation Awards is the market-leading awards program for celebrating ecosystem innovation and excellence across the technology sector in Australia.

Show Comments