Extended reality: developing a successful B2C strategy requires work in five important areas
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Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide.
In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
We also discuss the implications for XR ecosystem players such as operators, XR device makers and more. This includes, for example, the various ways in which operators can monetise improving consumer demand for XR.
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