Business Case
Assessing the European market for industrial augmented reality software
For a technology SME, SURFEO sized the European market for augmented reality software and qualified the players in transport, mobility and manufacturing.
Assessing the European market for industrial augmented reality software
Extended reality is becoming a tool for transforming industrial operations
The European Commission lists extended reality among the technologies supporting advanced manufacturing [1].
An SME integrating AI into transport, mobility and manufacturing wanted to assess the opportunities for augmented reality software.
SURFEO sized the European TAM and SAM, mapped the players and conducted more than 50 field interviews.
Decision at stake
Identify the segments, players and uses likely to support the adoption of the solution in Europe.
Scope
Augmented reality · cyberattack · cyber defence · software publishers and applications.
A qualification based on usage needs and the adoption chain
Size the market
Assess the European TAM and SAM for the solution.
Conduct the field survey
Conduct more than 50 field interviews with market players.
Qualify interest
Identify the relevant ecosystem in transport, mobility and manufacturing.
Qualify interest
Raise the solution’s profile and generate interest among key players in the sector.
Industrial uses link assistance, contextual data and human-machine interaction
European milestones for going to market
Around 90% of European companies active in XR are SMEs [2].
XR is used in manufacturing, training, industrial processes and construction [2].
In 2025, a €35m Horizon Europe call focused on physical and cognitive augmentation in manufacturing [3].
Validate in a realistic environment
European programmes expect trials on representative use cases before industrial roll-out [3].
Combine sensing and processing
Multimodal integration, data fusion and real-time analysis are among the areas supported [3].
Prepare the entire value chain
Access to skills, pilot lines, manufacturing and commercial support is a precondition for going to market [2][4].
A structured market-entry strategy for Europe
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[1] ANSSI, “Augmented reality”, general stance and actions. https://cyber.gouv.fr/enjeux-technologiques/intelligence-artificielle/
[2] European Commission, “Extended reality”. https://digital-strategy.ec.europa.eu/en/policies/extended-reality
[3] Horizon Europe, “Physical and cognitive augmentation in advanced manufacturing”, 2025 call. https://www.horizon-europe.gouv.fr/physical-and-cognitive-augmentation-advanced-manufacturing-made-europe-partnership-ria-39963
[4] European Commission, “Virtual and Augmented Reality Industrial Coalition”. https://digital-strategy.ec.europa.eu/en/policies/virtual-and-augmented-reality-coalition
[5] Photonics21, “Photonics Partnership”, European ecosystem. https://www.photonics21.org/about-us/photonics-ppp/
[6] SURFEO internal project sheet, source for the assignment facts, figures and outcomes.