Technology

An Enterprising Route in Elusive AR Market

It isn't a public company, but DAQRI has put together a roster of large public companies as clients that just might make it a model for success in the elusive augmented reality market.

While Apple (AAPL), Facebook (FB), Alphabet (GOOGL) and others pursue consumers in a much-hyped market that hasn't yet paid off, 4-year-old DAQRI has developed smart glasses that help industrial workers better design products and train more easily. By sticking to the enterprise market, it has signed deals with about 100 large companies that include Siemens (SIE.Germany), Daimler AG (DAI.Germany) and Boeing (BA).

"Consumer is a much higher bar" to success, DAQRI CEO Roy Ashok told Barron's. "There is no precedent for new disruptive technologies to through consumers first. It usually starts with the enterprise."

ARtillry, an immersive-technology research company, estimates that the enterprise AR market will skyrocket to $47.7 billion in 2021 from $829 million in 2016 and that consumer AR will reach $15.8 billion in 2021 from $975 million in 2016.

For DAQRI, AR development started with a head-mounted helmet a year and a half ago. In November, it refined its design to smart glasses, according to Ashok, former director of product management at Qualcomm (QCOM). There, he founded a project named Vuforia, which morphed into the de facto AR choice for mobile devices across different computing platforms.

At the massive Consumer Electronics Show in Las Vegas next week, DAQRI hopes to add to its customer resume.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.


The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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