Understanding the augmented and virtual reality business ecosystem: an e3-value Approach

Abstract

In recent years, augmented and virtual reality have increasingly gained attention. To date, a multitude of solutions has been developed and implemented both in research and in practice. As a result, these technologies create new business opportunities. Particularly in Germany, a variety of startups tried to enter the market. By analyzing 141 tech startups, this paper visualizes the 25 generic roles and value streams within the augmented and virtual reality business ecosystem using the e3-value method. Furthermore, we evaluate the model with semi-structured interviews to verify validity. Practitioners can use the model to identify competitors or collaboration opportunities. Theoretically, our research contributes to the body of knowledge by systematically depicting the services related to augmented and virtual reality. Finally, we provide directions for future research. © Springer Nature Switzerland AG 2020.