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Page 1: Augmented Reality & Virtual TITLE OF PRESENTATION...PRESENTATION Augmented Reality & Virtual Reality- Trends & opportunities January 2019 2 Source : DRAUP AGENDA 01 DRAUP viewpoint

TITLE OF

PRESENTATION

Augmented Reality & Virtual

Reality- Trends & opportunities

January 2019

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2

Source : DRAUP

AGENDA

DRAUP viewpoint on AR/VR technology evolution patterns01

The current Landscape of AR/VR players and their critical technology spend areas

03

Potential applications and recommendations to build AR/VRcapability

04

Understanding the AR/VR core technology segments02

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3

AR & VR technologies have immense potential to revitalize the global economy

~$22 Billion USDSize of global AR VR market in 2018

~65%Total AR VR spending is constituted by Consumer Electronics, Retail and

Manufacturing segments

~16 Billion# Worldwide spending on AR VR in 2018

2000+Startups in the AR VR space as of 2018

~80,000Engineers working on AR VR Technology as of financial year ending 2018

Source: DRAUP- The platform tracks engineering insights in the Augmented & Virtual Reality ecosystem using our proprietary machine learning algorithms along with human curation. The platform is updated

in real time and analysis is updated on a quarterly basis

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Ontology of Augmented Reality, Virtual Reality and Mixed Reality

Augmented Reality (AR) Virtual Reality (VR)Mixed Reality (MR)

PHYSICAL REALITY

DIGITAL REALITY

Real world with digital

information overlay

Completely digital

environment

Merges the physical and

digital worlds

Fully enclosed, synthetic

experience with no sense of real

world

Interaction with and

manipulation of both the

physical and Virtual environment

Real world remains central to the

experience, enhanced by virtual

details but users cannot interact

with virtual objects PokeMonGO Microsoft HoloLens Google Cardboard

Source : DRAUP Analysis as well as primary inputs from interviews with digital stakeholders and DRAUP’s existing customers

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AR/VR industry has seen high adoption in the consumer segment and has been gathering momentum for the enterprise applications…

Note: Timeline above illustrates landmark events in the Augmented & Virtual Reality ecosystem. The list above is non-exhaustive

Source: DRAUP Engineering Module: Consists of around 180 engineering organisations and nearly 100,000 start-ups working across Automotive, Software/ Internet and other Hi-Tech verticals

Harvard scientist Ivan Sutherlands in 1950s demonstrated the first display of AR allowing the users to project a cube on the

wall

Morton Heilig published first research paper on world’s first immersive VR

system that makes mechanical prototype

Virtual interactive Environment

Workstation (VIEW): Researchers at NASA’s Ames Research Center developed an immersive 3D VR system

for robot teleoperation and HMI research

Lack of development ecosystem :

Widespread use of the internet & Mobile distracts the public from the failed promises of consumer AR VR

Gaming giants such as Nintendo also failed to develop a successful VR product

after a number of R&D efforts

Technology giants started acquiring AR

VR based startups and investing in AR VR based ecosystem to drive innovation

Facebook acquired Oculus for $ 2 bn US,

and then Google, Microsoft, Sony, HTC, Samsung joined the VR movement

Companies like BMW & IKEA started exploring opportunities for industry use

cases

5

4

3

2

1

Early

Application

in industry

~50Players

~1000Players

~300Players

First use case:

Simulation of flight

cockpit

Dark period

for AR VR

Rise of consumer

HMDs

Potential industry

application

Researchers at NASA’s

Ames Research Center

work on a multisensory,

interactive, immersive 3D

VR system

2000-2010 2011-2014 2015-Present1990-2000

• Shift to internet/ mobile

based devices

• Lack of required capability

for AR/VR processing ,

networking and affordable

HMDs

Early Pioneers of

AR VR

Experimental

Period

The

Sensorama:

Mechanical

prototype of

AR VR

1930-1990

• Facebook acquired

Oculus VR for USD $2 bn.

• Google releases Google

cardboard

1 2 3 4 5

Traditional giants from

industries such as retail,

automotive, healthcare have

started exploring AR VR

solutions for better costumer

experience

“The Screen is a window through which one sees a virtual world.

The challenge is to make that world look real, act real, sound real, feel real”

-Ivan Sutherland, 1965

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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AR/VR has huge potential to implement solutions where business takes place and decisions are made; This enables the transition from web-based technologies to point-of-user-contact

The transition from client-server

based systems to smart screens was

enabled due to disruption in the

interface technology such as Touch-

enabled displays and Natural

language processing capabilities

Smart screens gave way to Intuitive

interaction which allowed users to

interact with the digital environment

without the need for any physical

device and components

AR and VR has taken this a step

further by offering experiences built

around natural modes of interaction

such as posture, gesture, and gaze,

thus shifting attention from a glass

screen in our hands to the real or

simulated world around us

Messengers

ClickPoint Type

Intermediate devices interact with interfaces; virtually all input

occurs through a mouse or

keyboard.

Smart Screens

SwipeTouch Speak

Screens manipulated based on environment facilitated, direct

physical or spoken interactions

with displays

Intuitive Interaction

Mood Gesture Gaze

Devices respond to ambient cues and intentional movements

to create empathetic,

personalized experiences

Evolution of Digital interfaces

Hardware

Interface Interface

Server

Client

Server Client

Potential Digital

interactions enabled by

AR/VR

Web based Mobility based Simulation based

Digital

Input

Methods

Source : DRAUP Analysis as well as primary inputs from interviews with digital stakeholders and DRAUP’s existing customers

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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Reduced network latency, robust network infrastructure and widespread mobility adoption is accelerating the AR/VR technology adoption

Cloud

computing

Fog

computing

Edge computing

ParametersCloud

computing

Fog

computing

Edge

computing

Data Traffic on

cloud

Response time

Data analysis CloudGateway

/RouterDevice

High Medium Low-Medium Low

Reduced Latency for seamless Experience High wireless capacity for 3D visual content

Bandwidth

1 MbpsImage & workflow

downloading

2 to 20 Mbps3D model & Data

visualization

10 to 50 MbpsCurrent-gen 360

degree video (4K)

200 to 5000 Mbps6 DoF Video of free

viewpoint

2 MbpsVideo Conferencing

5 to 25 MbpsTwo-way telepresence

50 to 200 MbpsNext gen 360 degree (8K,

90+ FPS, HDR,

stereoscopic)

Critical for Immersive

experience

Mobility based solutions to enhance AR adoption

Limited by:• Hardware

development

• Privacy & safety

• Lack of

compelling

content

2015 2017 2020 2023 2025

Accelerated UptakeBase CaseDelayed Uptake

Enabled by mobility• Cellular

Advances

• Increased

battery life

$ 175 bn

$ 95 bn

$ 35 bn

AR/VR technology drivers

AR/VR requires processing of rich visual content:

• High resolution, High frame rate

• Stereoscopic, High dynamic range (HDR),

360 degree spherical content, 6DoF

Total addressable market

Smart phone disruption is accelerating AR VR adoption:

• Consumers will not want to be physically tethered to a

PC

• Mobile enabled AR will be viable for field operations

Analysis with primary interview insights from industry digital stakeholders and DRAUP’s existing customers

Source: DRAUP

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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What makes up the technology stack?

ProcessorsImmersive VR

GPU

Physical world

input

Sensors Haptics3D lenses3D AudioDisplay

User

Mobile AR/VR Platforms 3D Audio, Video processing SLAM

AutomotiveHealthcareGames Retail/E-Commerce

Hardware

Applications

Processors for immersive VR experiences and for simplifying VR content creation

Industry applications of augmented and virtual reality

Components to capture physical world, provide user interaction, and present digital content in context

AR/VR Foundational technologies

AR/VR Content

Distributers

Platform

AR –VR middleware (enabling software) and native operating system

Memory

(DRAM/SSD)

Processors Components

Computer Vision

Gaming & entertainment verticals have

seen higher adoption of AR VR

technology

Successful inventions such as GO-PRO

Camera and Pokémon Go have reached

10mn+ users within a month of inception

Applications

3D Audio and Haptics sensor

technology helps create an immersive

experience to engage the user deeply

into the AR VR environment

Custom built GPU processor analyses

rich visual content such as 3D graphics

and virtually simulated environment

Platforms help create VR content and

analyse 3D inputs through Image

stitching, Object recognition and tracking

Mobile AR/VR Platforms build on top of

iOS and Android to deploy applications.

They also enable development of

customized user experiences for the end

user

Provide Integration frameworks, Instant

Tracking technology (SLAM), Object

Recognition, Geo-location etc

Platforms

Hardware

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

Note : The list above is non-exhaustive

Analysis with primary interview insights from industry digital stakeholders and DRAUP’s existing customers

Source: DRAUP

Media

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01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

Content Distribution*

Hardware

GPUs/ Processors

Platforms

Sensors: Position/Gesture Tracking Mobile & Hardware Enablement

Video processing/Engine Computer Vision

AR/VR Content Distributors

Head Mount Display (HMD) Mobile based HMD

Mobile AR Platforms SLAM*

*Simultaneous Localization & Mapping

Applications

Full Stack Solutions

Game & Content Content platforms Heavy industry Retail/Ecom Ads

Social

Education

Healthcare

Intensity of players

Dominated by the startups who build verticalized applications for various use cases.

Applications – The Startups Zone

Efforts are focused on building platforms that can then be leveraged by the ecosystem

Full stack solutions – Software internet & Consumer

Electronics giants Domination

The AR VR focused companies can be found providing the infrastructure that enables the rest of the landscape.

Hardware – Semiconductor Domination

Platforms – Software/Internet giants & Start-ups Playground

Large number of Software internet giants are investing in different AR VR technologies

SPACES VOID

Three types of players are accelerating AR/VR innovations: The Tech Mafias, Consumer Electronics companies and Start-ups

Software/

internet

Consumer

electronics

Semicond

uctorStartups

Note: The illustrated list of companies is not-exhaustive

Source: DRAUP Engineering Module: The platform tracks real-time insights and developments in the AR VR Ecosystem such as global engineering footprint, product

launch, Leadership Announcements, M&A, among other essential insights

* Content Distribution companies are not considered in the analysis

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10

Currently, more than 2000 organisations are working on AR/VR technology, cumulatively investing nearly $16 Bn to develop and acquire capabilities in emerging areas

2000+Global Organisations

working on Augmented Reality & Virtual Reality related technologies including incumbents, start-ups

START-UPS*

INCUMBENTS

~50

From verticals such as Consumer Electronics

Internet/Software, &Semiconductor

2000+

Start-ups working on AR VR and related technologies

~$5.5 bnTotal VC Fundingreceived by Start-Ups

working on AR VR

technologies as of Aug,

2018

~$16 bnIncludes AR VR technology

spend on In-house1

engineering, Acquisitions and

Corporate VC investment

globally on as of Aug, 2018

*Including start-ups founded after 2005

Source: DRAUP Engineering Module – Includes AR VR companies across major geographies such as US, Canada, Israel, Europe, China and India. Coverage may be limited in China and other south east APAC regions

1-In-house technology spend: Analysis has been done for organizations till Aug, 2018

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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Tech Giants are spending heavily to develop full stack devices such as HMD and Mobile VR platforms to enable the application development ecosystem

USD

~16Billion

Full stack

HMD

Mobile

platforms

Mobile VR

headset

Industry split

Full stack

HMD

Displays/ 3D

Lenses

Gaming VR

headset

Processors Graphics 3D Audio

Incumbents1

(Total technology spend)

Incumbents Startups

45% 40% 10%45%

26%

18%

11%

Consumer

electronics

Semicon-

ductor

Others

Software/

Internet

50% 40% 5%

50%35% 10%

Focussed Spend Areas

Tech mafias led by Microsoft and

Facebook have acquired scaled

startups to build strong capabilities in

this space. Some of the largest

acquisitions are Oculus and Kinect by

Facebook and Microsoft respectively

Microsoft Hololens sold nearly

50000 headsets in the financial year

ending 2018. It is strengthening its

position in the Mixed Reality segment

with an ~1000 member R&D team at

its Washington-based facility

Companies like Samsung with

Samsung Gear VR and HTC with

HTC Vive have capitalised over

mobile VR segment and display

technologies

NVIDIA and INTEL are the largest

players creating specialised CPUs

and GPUs such as Intel Xeon and

NVIDIA Titan X, to enable immersive

experiences

1 Includes investments on In-house R&D, External technology acquisitions, Partnerships and Corporate VC investments in AR VR and related technology areas.Source: DRAUP Engineering Module – Includes AR VR companies across major geographies such as US, Canada, Israel, Europe, China and India. Coverage may be limited in China and other south east APAC regions

Note: The numbers above are rounded-off, so they might not add up to 100%

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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FinTech

Documentation

Retail / Sales

Live Shows / Media

Sales & Marketing

Key Activities and workloads

Working on a VR technology to develop a digital financial advisor that people can interact with using a VR headset, to see the stock performance, financial graph, etc.

Use-Cases Partnership

To support a new AR file format called USDZ (Universal Scene Description) for Apple's ARKit platform. Adobe's Creative Cloud suite of graphic design & image editing software will support the new format.

Ford uses HoloLens system to overlay holographic vehicle designs onto existing clay models to visualize and experiment with design changes in minutes, speeding up design and production processes. Ford has been using the system for the past 2 years at its Dearborn design studios, Michigan.

The duo to build an original VR content, enabling Virtual Reality experiences on YouTube-based shows from NBC Universal and its affiliates. The experiences are produced using Jump, Google's platform for VR video capture that combines high-quality VR cameras and automated stitching.

To create a technology which provides Augmented Reality experiences in makeup try kit using Facebook's camera products. The kit will be the world's first makeup kit powered by AR technology.

Design, Engineering

& Production

BMW uses Google's 3D scanning, depth-sensing technology 'Tango' enabling car shoppers to use their smartphones to view lifelike 3D models of BMW cars against a backdrop of real world, picture it parked in a driveway or garage. They can also customize the virtual car's colour, trim and other options.

Mixed RealityDeveloping a wireless headset that will deliver both AR and VR experiences with Samsung's OLED displays, sensors, and processors & Microsoft's software technology to drive the experience. This partnership is in line with the Apple's secret work to make a MR wearable device.

Industry players are partnering with tech-giants like Microsoft and Apple to deploy vertical specific use-cases

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45%

31%

16%

8%

Start-ups that provide End-to-End Solutions attract maximum funding from the investors

Nearly 75% of the funding has been

obtained by startups developing full

stack solutions and Applications

Magic Leap has envisioned to create

an AR experience with the most

miniature version of AR screen placed

right in front of the human eye.

It has already raised funding of $2.4

bn from tech giants such as Google

and Alibaba among others

Applications is the most funded

segment among startups. Out of the

110 funded startups, nearly 70%

operate in the Applications space,

and the rest in Platforms and

Hardware

Top funded platform providers such

as Unity, with funding of $ 0.7bn have

developed frameworks and

processing engines to analyse 3D

content for immersive VR experience

AR VR devices are also reliant on

content creators, and have been

rapidly collaborating with content

providers and services

Incumbents Startups

USD 2350 mn

Top funded startups

USD 58 mn

Applications

Platforms

Hardware

Full stack

Solutions

USD

~5.5Billion

Startups

(Total funding)

USD 57 mn

Spend Distribution across the segments

Source: DRAUP Startups Module – Includes AR VR startups across major geographies such as US, Canada, Israel, Europe, China and India. Coverage may be limited in China and other south east APAC regions

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

USD 46 mn

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14

Most funding in Start ups application layer is directed toward Consumer AR/VR with ~56% of funding directed to Gaming and 3D Content Creation Platforms

Incumbents Startups

Consumer Applications

Industry Applications70%30%

Consumer Applications

Enterprise Applications

45%

35%

15%

5%

Games

Content

Platform

Education

Social

Retail/

E-Commerce

Healthcare

Industrial

Advertisement

Funding of start-ups in Application layer Consumer segment has gained higher

traction for VR applications, basis higher use

case scalability by mobile penetration and

relatively less complex technology constraints

Pokémon GO delivered $600 million in

mobile AR revenue in its first three months

alone, making more money than the entire VR

games software market in FY 2016

Media corporates are actively investing in

content platform space. Companies like

Within, which creates VR films, has 6 media

giants including the Live Nation

Entertainment, Vice Media, Legendary

Entertainment among others

Startups in education space are using mobile

VR for interactive lessons in classrooms

MindMaze, a Unicorn focused on AR/VR

applications for neuroscience is developing

HMDs, motion capture, and gesture control

technology (for both AR and VR). The

company aims to help rehabilitation after

stroke, spinal cord injury, and

amputation. Psious uses VR for exposure

therapy to overcome phobias.

Newer startups are coming into the industrial

sector. Daqri and Atheer are top funded

headset makers which focus on AR

applications for industrial automation

Consumer

Enterprise

47%

29%

22%

2%

Note : The list above is non-exhaustive

Source: DRAUP Startups Module – Includes AR VR startups across major geographies such as US, Canada, Israel, Europe, China and India. Coverage may be limited in China and other south east APAC regions

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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In the 6 major building blocks of AR/VR platform sub-segments, start ups in SLAM & Motion Sensing have attracted maximum funding

Funding distribution of start-ups in Platform & Hardware layer

25%

15%Allowing application to recognize image targets through a cloud database, giving you the ability to update

targets dynamically, integrate with existing CMS

Cloud recognition

Motion Sensing: Object Recognition, Tracking & Registration20% Identifying a specific object in a digital image or video. Object recognition algorithms rely on

matching, learning, or pattern recognition algorithms.

3D Reconstruction

10%Using passive + active cameras, along with

advanced computer vision & machine learning algorithms

Visual Inertial Odometry (VIO) Estimating the 3D pose (translation + orientation) of a

moving camera relative to its starting position, using visual features.

10%

Simultaneous Localization and Mapping (SLAM)Computational problem of constructing or updating a map of an unknown environment while

simultaneously keeping track of an agent's location within it.

All the tech giants especially Apple,

Google, and Facebook are

investing heavily in SLAM

technology. The company that

dominates SLAM tech will most

likely end up on top.

SLAM is a technology used in

computer vision technologies

which gets the visual data from the

physical world in shape of points to

make an understanding for the

machine. SLAM makes it possible

for machines to have an eye and

understand what’s around them

through visual input

Augmented reality is the

enhancement of the view of the real

world with CG overlays such as

graphics, text, videos or sounds.

Across all AR applications, object

recognition is particularly critical.

Most of these apps are marker-rich,

which means they use special

images, pictures, or objects to

trigger pre-defined 3D visualization,

animation, video, or soundtrack

Geo-Location

20%Converting the GPS coordinate to Navigation coordinate, then transfer Navigation coordinate to Camera

coordinate

Incumbents Startups% Start-ups funding share on different layers of AR/VR Platform

Note : The list above is non-exhaustive

Source: DRAUP Startups Module – Includes AR VR startups across major geographies such as US, Canada, Israel, Europe, China and India. Coverage may be limited in China and other south east APAC regions

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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Wearables3D Mapping & Eye

TrackingFacial Recognition

Platform/Software solutions

Display/Hardware

Acquisition Investment

.

Oculus VR

Technology company majorly focused on developing Virtual

Reality/Augmented Reality devices and headsets.

A computer vision/hand tracking specialist which develops hardware

and software that facilitate 3D gesture interaction in computing

and electronic devices

Pebbles Interfaces

Develops facial analysis software for mobile applications to help

Facebook compete against Snapchat by bringing more fun

effects to photos and videos

FacioMetrics Fayteq AG

Develops software add-ons which specializes in adding or removing objects from videos by tracking

data/content. Intended to add FB live video effects, object tracking

InfiniLED

Develops low powered LED modules based on µLED

technology to be applied to Oculus Virtual Reality devices

Vrvana

Develops AR headset Totem, an 'extended reality' device utilizing key technologies from both AR

and VR to allow both experiences on a single headset

RealFace specializes in facial recognition technology, first employed in the iPhone X;

PrimeSense makes 3D sensors to power facial recognition features

RealFace, PrimeSense

Develops next-generation AR mobile apps with capabilities in the areas of large-scale SLAM, indoor navigation, sensor fusion, image

recognition and 3D tracking

FlyBy Media SMI, Akonia Holographics

SMI (SensoMotoric Instruments) is specialized in developing

hardware & software apps on Eye tracking technology; Akonia develops lenses for AR glasses

Metaio, Faceshift

Metaio to develop AR software technology solutions; Faceshift

provides motion capture platform for users to design virtual avatars in real-time

Magic Leap

Wearable technology start-up working on a head-mounted virtual

retinal display called Magic Leap One, which superimposes 3D

components over real world objects

Develops Eye-interaction technology for AR/VR/MR devices

which transforms intent into action through eyes; intended to boost VR

capabilities in Daydream headset

EyeFluence Skillman & Hackett

A VR studio focused on rapid prototyping, VR, & Future-Facing

technology to develop apps letting people in VR headset to perform actions like painting in a 3D space

AltspaceVR

A social platform for Virtual Reality, that allows users across

headset and web platforms to join 3D chat rooms to play games,

watch videos and attend events

Primitive

Primitive offers collaborative graphical programming services in VR, which turns complex software

analyses into 3D structures that are displayed in immersive VR

Red Pill Lab

Combines VR, AI, motion capture technology to optimize

the workflow of real-time character animation and control

Sixdof Space

Offers light-based optical sensor and algorithm that can

accurately determine location & positioning at ultra high speeds

Apple and Facebook have acquired multiple startups to build full stack AR/VR capabilities

Source: DRAUP Engineering Module: The platform tracks real-time insights and developments in the AR VR Ecosystem such as global engineering

footprint, product launch, Leadership Announcements, M&A, among other essential insights

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AR/VR has huge adoption potential in the consumer sector in near future; Enterprise applications are slowly catching up

Low High

*Function of current In-house technology spend, external acquisitions, partnerships and leadership outlook across AR/VR technology segments

Consumer sector

Enterprise sector

Potential AR VR technology adoption across industries

Technology adoption Index*

EducationReal Estate

Video

entertainmentRetail

Live eventsEngineering

Design

VideogamesHealthcare

Military

After Gaming and Entertainment,

the next few industries to

implement niche AR VR solutions

into their value chain are

Healthcare, Real estate and

Retail

Sotheby’s, a Realty company, is

beginning to show luxury homes in

VR. This has the potential to

disrupt a $52 bn US real estate

commissions market

The Retail store Lowe's, has

equipped 6 of its stores with

“Holorooms” to help customers

envision their home remodelling

plans

IKEA has invested in an AR

solution to make virtual catalogues

that will provide better customer

experience

Doctors and medical

professionals are experimenting

with AR as a hands-free medical

tool, feeding into a $16 bn patient

monitoring devices market

Source : DRAUP Analysis as well as primary inputs from interviews with digital stakeholders and DRAUP’s existing customers

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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Description Key PlayersUse Case

Provides a collaborative, immersive training experience that employs

AR VR technology to connect operators, maintenance, and field

personnel in a single realistic learning environment..

Immersive Training

Risk Assessment

Inspection & Quality

Assurance

Maintenance, Repair

& Operations (MRO)

Design & Assembly

Key Industry adopters

Energy & Utilities

Industrial

Aerospace

Automotive

AR/VR technology will provide real time information about the

machinery and equipment for engineers to minimize environmental &

safety risks, make equipment inspection a safer and faster task for

workers

Smart helmets / AR headsets will give engineers a live feed of the

MRO needs - virtual visits to plant areas, documenting existing

physical spaces, pre-job briefing, preparing for outages, assuring

high productivity

Energy & Utilities

Energy & Utilities

Aerospace

Energy & Utilities

Industrial

Aerospace

Automotive

Industrial

Aerospace

Enable faster, thorough monitoring & inspection through visualization

and information. Typically, an AR application capture images and

videos of a task, transmit these back to a content management

system for review, where an office-based QA specialist signs off on

the installation

From interior design to architecture and construction, AR is helping

professionals visualize their final products during the creative

process. Use of headsets enables architects, engineers, and design

professionals step directly into their buildings and spaces to see how

their designs might look, and even make virtual on the spot changes.

Training, MRO and Design are key use cases adopted across industry verticals

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Enterprise giants have been exploring co-innovation models with native AR players to enhance customer experience: CASE STUDY - IKEA

3D image sensors from Infineon

Released on Valve platform , developer of technologies such as Source game engine and Steam

Graphics processing hardware from NVIDIA

The app was made in collaboration with the Allegorithmic, using Unreal Engine 4

Physical world

User

Currently Support

HTC Vive

headset

IKEA in collaboration with HTC

launched a VR application for virtual

kitchen experience in May, 2016

Using an HTC Vive headset,

consumers can use the app to

explore one of three differently-styled

kitchen room settings

IKEA’s AR Platform Partners

Hardware

Applications

Platform

Processors

Components

Source: DRAUP, IKEA’s recent news announcement

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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20

Organisations should invest in an external platform strategy for orchestration of specialist skills and hire new age skills to develop AR/VR capability

Organisations can leverage open

source VR libraries and

frameworks developed by Tech

Mafias, such as Apple ARKit and

Google Tango for app

development on iOS and Android

platforms respectively

Unity and Autodesk’s 3DS Max

are the widely used platforms for 3D

content design and digital

simulation

Niche component providers such as

Gesto and Leap Motion provide

hardware for motion sensing and

environment perception

These VR component makers also

provide APIs to detect the position,

topology, and expression of the

object, making it easy to apply live

object effects or features to drive a

3D character

Nvidia and AMD have custom-built

the VR GPUs enabling robust

processing for immersive

experience

HMI & Content Design: Digital

3D Content Design platforms

AI/ Cognition/ Analytics: Personalisation using ML, analytics,

heatmaps and performance monitoring

Critical Skills RequiredAR/VR Sub-Segments Tools/ Platform Providers

UI/UX Design

Data Science

Mobile App Development

Components: Perception, Sensing

and Motion Control components Digital Signal Processing (DSP)

AR/VR Frameworks: Mobile, Web

and console based application

development libraries

VLSI

Data-set: Open Source libraries

and learning platformsNA

C++/C# JavaScript

PythonBig Data

VFX

Python

Graphic Processors APIs : Image/ Sound/ Video Processing

hardware

ML

PCB Design

Developer Platform

Source: DRAUP Engineering Module: The platform tracks real-time insights and developments in the AR VR Ecosystem such as global engineering footprint, product launch,

Leadership Announcements, M&A, among other essential insights

01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

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21

Key partners

Key Activities

Application Development and Maintenance is highly outsourced segment with ~50% of the total outsourcing size

Major workloads across Application Development and Maintenance is around the below listed areas

Development of platforms (PaaS) and development kits for the platform to provide an application layer to build AR VR

software applications

AR VR solutions simulators for different verticals like Automotive, Gaming, Industrial, Aerospace etc. for MRO

(Maintenance, Repair & Operations), Prototyping, and designing.

Key Opportunity Areas SPs like Wipro have developed exclusive AR/VR platforms that enable faster solution deployment for clients.

UI/UX design & ADM are key areas that involve high partnership opportunities

Infosys, Wipro, and Tech Mahindra are the major vendors for Augmented Reality and Virtual Reality technologies

working majorly in Application Development and Digital Segment.

SPs that develop exclusive AR/VR platforms are deal winners

Note - Above analysis is based on the DRAUP’s proprietary Outsourcing module, updated in January, 2019.

Note - CSI – Consulting & System Integration, ADM – Application Development & Maintenance, IMS – Infrastructure Management Services, R&A – Reporting and Analytics, PES – Product Engineering

Services, DS – Digital Service

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22

1200 - 1500 Workforce split across

Outsourcing Partners30+ Active Outsourcing Partners

Top Outsourcing Partners

Key Provider LocationsKey Buying Locations Outsourcing Intensity by Sub vertical

ADM50% DS

30%

IMS12%

CSI8%

Note - Above analysis is based on the DRAUP’s proprietary Outsourcing module, updated in January, 2019.

Note - CSI – Consulting & System Integration, ADM – Application Development & Maintenance, IMS – Infrastructure Management Services, R&A – Reporting and Analytics, PES – Product Engineering

Services, DS – Digital Service

Greater Los Angeles Area, United States

London, United Kingdom

Greater New York City Area, United

States

Pune Area, India

Greater Atlanta Area, United States

San Francisco Bay Area, United States

Bengaluru Area, India

Dublin, Ireland

Frankfurt Am Main Area, Germany

Greater Chicago Area, United States

Greater Detroit Area, United States

Paris Area, France

Greater Atlanta Area, United States

Hyderabad Area, India

Paris Area, France

San Francisco Bay Area, United States

Pune Area, India

Greater Los Angeles Area, United States

Bengaluru Area, India

Application development and Digital services are key partnership priorities

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23

Service Provider Solutions / IP Description

Wipro IMAGINEProvides near-human abilities of multi-modal interactions through voice, vision and haptic, leading to

personalized experiences that are accurate and efficient

Wipro HOLMESIt’s a machine learning and artificial intelligence powered platform that offers cognitive services that

accelerate business processes through automation

Wipro TechPubsOffers next-gen technology solutions that leverage cutting-edge technologies such as AI, ML and AR to

deliver innovative enterprise solutions around technical support and knowledge transfer automation

Augmented Reality

Framework

Aricent has developed AR software framework for developing different implementations of Augmented

Reality (AR) such as visual overlay applications, independent solutions for 3D image reconstruction and

extended frameworks for image processing on popular mobile platforms

Plant.io and Flight 360Plant.io is an open source, plant-growing platform that incorporates AR to transport the plant growth cycle

into a mixed physical/VR. Flight 360 uses VR to create immersive experiences for airline customers

Mobile AR Solutions - Home

Improvement Application

AR based iPhone app enables smart and convenient shopping experience through the use of simulation

and virtual reality features. The customer can select a product, and through a camera can get a virtual

perspective of how the product looks, even before buying it

Mobile AR Solutions –

Location based Application

Helps users locate local businesses within the given radius, based on direction. It uses a combination of

the smartphone’s GPS and compass to pinpoint exactly where a user is and the direction he/she is

facing.

Major SPs have developed platforms and vertical based application solutions

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Source : DRAUP

24

24

Key Vendor Engagements Snapshot (1/2)

ADM :

• Design and development of AR VR platforms for manufacturing, and flight simulation applications for Aerospace industries

• Testing of Google Daydream Virtual Reality (VR) devices

DS :

• Development of next gen integrated AI Platform Infosys Nia which helps to learn about the health, maintenance and

functioning of complex machinery and equipments

Split of Workforce by Sub Segment

Key Delivery Locations

Pune Area, Hyderabad Area,

Bengaluru Area, San

Francisco Bay Area

ADM :

• Develop tools & technology to provide 'VR Experience Prototyping’ for Industrial designers to test & validate development

processes virtually

DS :

• Wipro IMAGINE platform for enabling next-generation HMIs where virtual SMEs are ingested with knowledge bases

ADM, 76% DS, 24%

Split of Workforce by Sub Segment

Key Delivery Locations

Hyderabad Area

ADM :

• Developing AR web technologies using AngularJS, weblogic

• Design and development of AR-based Service Technician app and training tool

IMS :

• IT Infrastructure management for AR VR platforms and applications

Split of Workforce by Sub Segment

Key Delivery Locations

Greater Atlanta Area,

Bengaluru

Note - Above analysis is based on the DRAUP’s proprietary Outsourcing module, updated in January, 2019.Outsourcing details mentioned above are only some of the ongoing projects and not exhaustive.

Note – Outsourcing analysis is based on curation and analysis of deals data from various secondary sources followed by computation through Machine Learning models and manual effort. Deals are then

tagged to Draup’s Predefined Sub service segments and HC estimation is a result of estimation models based on aggregation of data collected from various secondary sources

DS, 55% ADM, 45%

ADM, 80% IMS, 20%

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Source : DRAUP

25

25

Key Vendor Engagements Snapshot (2/2)

ADM :

• Testification of the modules of transaction manager like 3D Secure Portal; Development of virtualization test environments for

backend applications based on HTTP

• Content design, development, & curation services for Digital HR portfolio services

DS :

• Integration of solution in the client company's information system, installation of connectors with PLM and ERP solutions,

development and configuration of back-office servers

Split of Workforce by Sub Segment

Key Delivery Locations

Bengaluru Area

ADM :

• Development of application for interactive advertising, gamification prototypes, and virtual product catalog through QR scanning

Split of Workforce by Sub Segment

Key Delivery Locations

Bengaluru Area

Note - Above analysis is based on the DRAUP’s proprietary Outsourcing module, updated in January, 2019.Outsourcing details mentioned above are only some of the ongoing projects and not exhaustive.

Note – Outsourcing analysis is based on curation and analysis of deals data from various secondary sources followed by computation through Machine Learning models and manual effort. Deals are then

tagged to Draup’s Predefined Sub service segments and HC estimation is a result of estimation models based on aggregation of data collected from various secondary sources

ADM, 100%

ADM, 90% IMS, 10%

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27

AR/VR Foundational Technologies (1/2)

2

Components

Sensors

Haptics

3D lenses &

Cameras

Display

• AR-VR requires high-quality sensors better than those used in smartphones.

• Sensors are of different types, including acceleration sensors, angular velocity sensors, electronic compasses, image sensors , and

others

• The displays currently used in VR/AR do not fully satisfy requirements.

• For VR, LCDs or OLED displays are used.

• In AR, Google Glass used a prism

• HMD wearer has a 360-degree viewing angle, which creates a real world experience.

• Many cameras that can handle this kind of content have been released..

• Haptics is a technology that produces the sense of touch through physical stimulation.

• It is fundamental to creating a credible immersion in VR during manipulation tasks.

1

Hardware

Graphics

Memory

(DRAM/SSD)

3D Audio

Processors

• GPUs improve the visual quality of graphics, increase frame rate, and improve realism in gaming through the utilization of 3D software

and algorithms.

• 3D audio to immerse people more deeply into virtual environment.

• It engages the listener by offering a spatial bearing that enables them to sense where they are relative to the noises around them.

• AR VR will have a significant impact on digital storage requirements for movies and other video content.

• It is estimated that the average user will generate about 7.5 GB of data per day by 2020.

• CPUs can no longer handle such heavy workloads

• Companies are moving major processing loads onto GPUs, programmable chips called FPGAs, and even custom-built chips,

such as the AI processor

Source: DRAUP Engineering Module: The platform tracks real-time insights and developments in the AR VR Ecosystem such as global engineering footprint, product launch,

Leadership Announcements, M&A, among other essential insights

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28

AR/VR Foundational Technologies (2/2)

4

Applications

3

Development

Platform

Mobile AR-VR

platforms

Video processing

& Engine

Development

tools

• Image stitching, processing and game engines for VR.

• Game engines like Unity have vast applications outside of AR/VR in gaming, but are increasingly being applied to VR.

• Tools that aid the development and computing behind AR/VR applications.

• Fish Bowl VR provides usability testing, and Sixa, a high-performance cloud computing company, is aiming to make the VR

experience wireless

• Platforms that empowers iOS and android applications with different AR-VR technologies like Instant Tracking technology

(SLAM), Object Recognition, Geo-location etc

Industry

applications

Consumer

applications

Automotive

Healthcare

Games

Video

Social

Retail/E-

Commerce

• Large number of companies are producing AR/VR games.

• Pokémon GO is one such game with over 650 million downloads.

• Companies are now providing various movies & live coverage of events across the world over Virtual

reality.

• Social networking platforms allow one to meet anyone across the world over its AR VR platform.

• Automotive companies have started transforming 3D designs into interactive, virtual reality experiences.

• There are a number of ways in which Augmented reality & Virtual reality can be used to aid the healer’s craft, from

training to surgery.

• AR VR is transforming the E-commerce & retail industry by superimposing their products on top of the real world.

Source: DRAUP Engineering Module: The platform tracks real-time insights and developments in the AR VR Ecosystem such as global engineering footprint, product launch,

Leadership Announcements, M&A, among other essential insights

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Appendix: Inclusions and Definitions of “Sub – Service Segments”

Note - Above analysis is based on the DRAUP’s proprietary services module, updated in January, 2019.

Application Development & Maintenance (ADM)

Application DevelopmentInvolves Defining, designing, and building applications tailored to meet client business requirements.

Services include Solution development, application whitelisting, application control, application security,

risk mitigation

Testing Services

Software testing involves the execution of a software component or system component and evaluate it

against one or more properties of interest to ensure its smooth functioning and capability of seamless

integration across various technologies. Services include Software testing, Mobile testing, Cloud based

testing, functional testing, engineering testing, user acceptance testing (UAT), non-functional testing,

Model testing

Application ModernizationModernization services help modernize legacy systems to enhance flexibility, mitigate risk, minimize

disruption, and lower costs. Application Rationalization, Re-hosting, application re-engineering, Field

Remediation, Data migration, Re-structuring of applications

Application Maintenance

Application Maintenance helps clients with proper maintenance of the existing applications across areas

of application operations management, support, updation and availability. Services include Pro-active

maintenance, TCO Reduction, Alignment with industry standards, corrective maintenance, SLA

Management, Knowledge management

Custom Application Development Custom build application development services for an end client

Mobile ServicesUse of Mobile medium by enterprises through building innovation mobile solutions to target customers by

offering bundled services. End-to-end solutions and services to help companies capture insight from

mobile devices to fuel innovation.

Product Engineering Services (PES)

Product Engineering ServicesServices to design and deliver a new wave of intelligent products with an aim to undergo process of

innovation, re-engineering, process optimization, localization, customization and cost rationalization

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Appendix: Inclusions and Definitions of “Sub – Service Segments”

Note - Above analysis is based on the DRAUP’s proprietary services module, updated in January, 2019.

Consulting & System Integration (CSI)

Advisory Services

Consulting and advisory services that enables an organization to across business process transformation

to improve performance, increase effectiveness, reduce costs and improve resilience. Services mainly

involve business advisory, business and functional transformation, IT consulting and risk and compliance

services

Package Software ConsultingIT Consulting and Advisory services across enterprise level package software solutions. Services to

evaluate which package solutions would solve an enterprise wide work area and also evaluating its

integration capabilities across the current application stack used by an organization

System Integration Services

Integration, implementation or deployment of a software solution/hardware for an enterprise and ensuring

its proper functioning in line with its integration with various other solutions or hardware currently in use

by the enterprise. Services include Cloud Integration, Data Integration, EAI (enterprise application

integration), Integrated Communication, Network Integration, Integrated Security Software, Service-

oriented architecture, etc.

Application Portfolio Optimization

Application Portfolio Optimization services help companies ensure that their portfolio of IT projects,

applications and infrastructure are providing cost-effective benefits to the organization. Aim is to identify

disparate applications and ensure ways to integrate them into a core enterprise solution. Services include

mapping application to business functions and its importance, cost management analysis, dependency

mapping of an application, etc.

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Appendix: Inclusions and Definitions of “Sub – Service Segments”

Note - Above analysis is based on the DRAUP’s proprietary services module, updated in January, 2019.

Infrastructure Management Services (IMS)

Server, Network, Desktop

Management

IT Infrastructure Management Services (IMS) offers a suite of reliable, responsive, flexible and proven

infrastructure services and solutions that deliver differentiated value across management of an enterprise

hardware components such as Servers, Network, Desktops. Its aims to maintain and manage a client's IT

applications and systems and ensure 24/7 availability

Datacenter ManagementDesign and management of data centers across heterogeneous platforms. Services include Server / OS

management, Database Management, Middleware management, Storage and Backup management,

Production Operations, Mainframe Services, Hosting, etc.

Disaster ManagementUse of services and solutions to ensure the presence of a holistic, proactive and technology-driven

strategy for multi-disaster management. Services can be across enterprise data, backup, IT systems, Real

time monitoring of IT solutions and hardware, etc.

Remote Infrastructure ManagementRemotely managing information technology (IT) infrastructure such as workstations (desktops, laptops,

notebooks, etc.), servers, network devices, storage devices, IT security devices, etc. of a company

High End Technical SupportHigh level product and services support provided by qualified engineers. Services Tech support services,

Remote Diagnostic Services, Set-up and Configuration, Patch Management, Service pack and Database

Upgrades, Warranty Management/ RMA, Engineer Dispatch Management

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Appendix: Inclusions and Definitions of “Sub – Service Segments”

Note - Above analysis is based on the DRAUP’s proprietary services module, updated in January, 2019.

Reporting & Analytics

Reporting & DashboardApplications enabling tracking and monitoring the health of an organization or department by reporting

on certain KPIs, business metrics, and analytics. Reporting & dashboards are majorly used to

summarize information thereby providing a glance into enterprise's business performance

BI / Analytics

BI / Analytics encompasses a wide variety of tools, applications and methodologies that enable

organizations to collect data from internal systems and external sources, prepare it for analysis, develop

and run queries against the data. It enables discovery, interpretation, and communication of meaningful

patterns in data to help relevant stakeholders to make more informed business decisions.

Data QualityData Quality services enables delivery of clean, trusted data to ensure enterprises meet their projects

and business objectives. Such applications and services enable effective data extraction, transformation

and loading along with superior data management.

Digital Services

SocialEnd-to-end solutions and services to help companies capture insight from social media engagements to

fuel innovation.

Advanced AnalyticsHigh-end Advance Analytics solutions being leveraged which enable an organization to run analysis on

their customer data and enables Predictive and Prescriptive analysis. Such solutions can be SAS

Analytics, SAP, etc.

Internet-of-Things (IoT)Solutions and platforms which enable an enterprise to transfer and run data over a network through web

of inter-connected devices and technologies such as mobile, sensors, database, CRM etc.

Machine Learning (ML) / Cognitive

Computing (CC) / Artificial

Intelligence (AI)

Use of Artificial Intelligence solutions and services by an enterprise solving a particular business function.

Example might be use of IBM Watson by an enterprise. Also includes Enterprises leveraging solutions

which studies various patterns and computational learning and processes a particular task based on the

identification of a particular pattern. Enables a particular task to be done without any human intervention

Robotics Process Automation (RPA)

Robotic process automation (RPA) is the application of technology that allows employees in a company

to configure computer software or a “robot” to capture and interpret existing applications for processing a

transaction, manipulating data, triggering responses and communicating with other digital systems

automatically