About Us

The knowledge authority on spatial computing and the metaverse

ARtillry chronicles the evolution of augmented reality and virtual reality, otherwise known as spatial computing. Through writings and multimedia, it provides deep and analytical views into the industry’s biggest players, opportunities and strategies. It’s about insights, not cheerleading. Run by analysts and former journalists, coverage is grounded in a disciplined and journalistic approach. It also maintains a business angle: Though there are lots of fun and games in augmented and virtual reality, long-term cultural, technological and financial implications are primary.

Products include the AR Insider publication and the ARtillry PRO research subscription. Research includes monthly original reports, market-sizing forecasts and consumer survey data — all housed in an indexed and searchable intelligence vault.


Latest Reports

Our most recent recent work

September Report: Visual Search – AR’s Killer App?
September Report: Visual Search – AR’s Killer App?
October Report: VR Global Revenue Forecast 2021-2026
October Report: VR Global Revenue Forecast 2021-2026
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook


Subscriber Sample

Past & present clients & subscribers

Magic Leap
HTC Vive
Millenium Alliance
Reality Crisis
Atom Universe
Fido Management
Flaregun AR
Amalgamated Vision
VR/AR Association
Street Fight
Sage View Capital
Thrive Analytics
Crowd Companies
General Atlantic
Transformation Group
Felix & Paul
Rock Paper Reality
8th Wall
Valor Equity Partners
Purple Scout
Spree Interactive
Space Capital
XR Thinking


In The News

Quoted & consulted by top-tier publications.

Press Room

Source Material

Resources & References for publications & media companies


In The News

Quoted & consulted by top-tier publications.



Latest Reports

Our original reports, produced monthly. See the full library here.


Upcoming Reports

What’s coming up

September Report: Visual Search – AR’s Killer App?
September Report: Visual Search – AR’s Killer App?
October Report: VR Global Revenue Forecast 2021-2026
October Report: VR Global Revenue Forecast 2021-2026
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook


5-Minute Insights

ARtillery Briefs latest episode. See more here.


Press Releases

A selection of our data-based news releases



People are talking.

Michael (ARtillery Intelligence) is a well-versed industry expert on AR and VR, and has authored multiple thought leadership pieces in the industry. Mike’s also been a knowledgeable speaker at a variety of conferences. I would recommend Mike for any kind of business strategy-related activity.
Kristi Cu
Strategy & Product, Building 8 / Facebook
Mike [ARtillery Intelligence] is, hands down, one of the best industry analysts I have ever worked with in my career. Mike provided great counsel to my company, Invoca, as we renamed/rebranded the company and announced Series C funding… I wish I could clone him.
Brett Smith
Communications Manager / Prezi
For those working in #XR and others looking to educate yourselves on this industry ditch the Wave reports and Hype Cycles and opt for a specialist industry analyst firm. Michael Boland’s team at ARtillery Intelligence delivers original, relevant and well prepped/delivered insights and data analytics on the market trends that matter across the extended reality ecosystem.
Reynaldo Zabala
XR Strategy Director / RazorEdge
As growth capital investors, we’re accustomed to completing thorough market diligence and speaking with many industry analysts and experts. Mike Boland [ARtillery Intelligence] is top-tier in terms of aptitude for digital transformation and, equally important, translating that into value creation and opportunity spotting.
Mike McClure
Principle / Sageview Capital
ARtillery Intelligence and Mike Boland have deep insights and data-backed narratives for XR’s impact. They’re a useful and valuable resource for anyone vetting business opportunities in these emerging fields.
Prem Nagarathnam
Global Strategist / Samsung
I couldn’t be more fortunate than to get to work with Mike and ARtillery Intelligence on a daily basis to build the VRARA’s SF operations. His background as a journalist and analyst help him synthesize the deluge of information coming to us in the VR/AR industries, and to find the salient points upon which to focus. He makes running events look easy, and that’s because of the tremendous amount of legwork that he does leading up to them to make sure they go off without a hitch.
Emily Olman
CEO & Co-founder / Spatial First
People in the industry look to Michael Boland and ARtillery Intelligence as the leading source of emerging trends, industry shift and innovation. Michael Boland is an industry term, as it’s not just his name anymore. He’s an excellent public speaker and company representative as I’ve had the pleasure of watching Mike build his impeccable reputation dramatically over the last decade. Mike is a leader in strategy, product, operations and innovation and would be a key asset to growing any company he consults with or works for. He has the Midas touch, as every project he’s worked on turns to gold, I’ve witnessed this at both BIA Kelsey and The VR/AR Association.
Kelly Benish
VP, Business Development / Navads
I have known Mike for over 10 years. He is one of those analysts who really “gets it.” He and ARtillery Intelligence have a good track record of spotting trends and writing/speaking about the technologies that will have the most impact on our lives and wallets.
Ron Braunfeld
VP, Business Development / Pingup
I’ve seen Mike [ARtillery Intelligence] on stage many times and he’s one of the best presenters I’ve ever seen
Michele Chaboudy
President / Macabbey & Associates
There are so many people in this space that covet their ideas, and this is what cripples our space. Mike and ARtillery Intelligence have for years always been a driving force behind identifying emerging trends and sharing them with the world by either writing about it in one of his many publications, or standing on stage and delivering it at conferences.
Walt Geer
Creative Director / Verve Mobile
Mike [ARtillery Intelligence] is a triple threat: analyst, writer and public speaker. As an analyst, Mike not only knows how to identify and follow emerging trends, he knows how to share them in a way that’s digestible. On stage, Mike is confident, charming and informative. When writing, Mike is thorough, fair and precise. Mike makes analysis look easy because he puts the rigor necessary into being a thought leader.
Stacey Sedbrook
VP, Sales / Denver Business Journal
Michael [ARtillery Intelligence] is a smart analyst that has in-depth understanding of technology and the changes they are driving in the marketplace… His data-driven presentations and articles are always insightful to understand the customer needs and future direction.
RadhaKrishna Hiremane
Head of Data Platform and Integration / Boeing AnalytX



Reach out for data, quotes, & interview requests.

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Credentials & context

See Our Newer Reports

Time Flies…

See our latest reports.

You’ve attempted to preview an older report. We don’t publicly preview such reports, but the full report archive remains available to ARtillery PRO subscribers (log in here).

Meanwhile, browse and preview our library of newer reports here. Get spatial smart!


Get Spatial Smart

Gain access to the entire intelligence vault

For those working in #XR and others looking to educate yourselves on this industry ditch the Wave reports and Hype Cycles and opt for a specialist industry analyst firm. Michael Boland’s team at ARtillery Intelligence delivers original, relevant and well prepped/delivered insights and data analytics on the market trends that matter across the extended reality ecosystem.
Reynaldo Zabala
XR Strategy Director / RazorEdge



Credentials & context

Reports Library

Original Intelligence

Browse ARtillery’s reports library. Subscribers, log in for full reports. 


Latest Report

Refreshed monthly. Subscribers, log in for the full report. 


The Archive

Monthly reports since 2017. Subscribers, log in for full access. 









Market Sizing



Survey Data




Upcoming Reports

What’s coming up

September Report: Visual Search – AR’s Killer App?
September Report: Visual Search – AR’s Killer App?
October Report: VR Global Revenue Forecast 2021-2026
October Report: VR Global Revenue Forecast 2021-2026
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook
November Report: Spatial Computing – 2022 Lessons, 2023 Outlook


Subscribe to ARtillery Pro

Gain access to the entire intelligence vault

For those working in #XR and others looking to educate yourselves on this industry ditch the Wave reports and Hype Cycles and opt for a specialist industry analyst firm. Michael Boland’s team at ARtillery Intelligence delivers original, relevant and well prepped/delivered insights and data analytics on the market trends that matter across the extended reality ecosystem.
Reynaldo Zabala
XR Strategy Director / RazorEdge



Credentials & context

Terms of Service & Privacy Policy

Terms of Service, Privacy Policy, and Acknowledgement of Recurring Payments

Terms of Service | Acknowledgement of Recurring Payments | Privacy Policy

Terms of Service

The following terms and conditions govern the online products of ARtillry Intelligence, LLC (“ARtillery”). This includes its public website ARtillery Intelligence, its paid research product ARtillery Pro (and all its variants), its sister publication AR Insider and the paid products associated with it, including but not limited to AR Insider Thought Leaders program (formerly, Executive Council). This document specifies terms for all of these products collectively, as well as individual details per product. These product-level details can be seen in corresponding sections throughout this document or linked directly as follows.

ARtillery PRO  |  AR Insider Thought Leaders

ARtillery is offered subject to your (“Subscriber”) acceptance without modification of all of the terms and conditions contained herein and all other operating rules, policies (including, without limitation, ARtillery’s Privacy Policy) and procedures that may be published from time to time on this Site by ARtillery (collectively, the “Agreement”).

By accessing or using any ARtillery service or published material, Subscriber agrees to become bound by the terms and conditions of this agreement. If the Subscriber does not agree to all the terms and conditions of this agreement, the Subscriber may not access nor use ARtillery services. If these terms and conditions are considered an offer by ARtillery, acceptance is expressly limited to these terms. ARtillery services are available only to individuals who are at least 13 years old.

Payment and Renewal General Terms

By selecting a product or service, subscribers agree to pay ARtillery a one-time payment or recurring subscription fees, as indicated on the product registration page (example). Subscription payments will be charged on a pre-pay basis on the day of subscription and will cover the use of the specified service for the time period indicated. Payments are not refundable, except in cases considered on an individual basis, and at the discretion of Artillery.

Automatic Renewal: The subscriber authorizes ARtillery to initiate and complete recurring charges to the credit card provided. The amount of each recurring charge will correspond to the product level chosen, and is made explicit on product pages and transactional/ registration pages (example). Charges will renew at the frequency specified, unless canceled by the subscriber before the renewal date. One-time purchases of individual reports do not have recurring payments, as specified in payment terms on check-out pages.

Cancellation: Subscribers can cancel at any time using the “account” section of ARtillery PRO. When a subscription is canceled, it will remain active throughout the existing payment term, but will not renew. Renewal dates and other account information can be viewed and managed in the “account” section of ARtillery PRO. Service upgrades are available, including pro-rated pricing.

Service Fees and Payment

By subscribing to any ARtillery product or service, applicable fees will be charged starting from the day that the Subscriber’s services are established and in advance of using such services. For recurring payment (subscription) services such as ARtillery PRO, fees do not increase as long as subscribers remain active.  ARtillery reserves the right to change payment terms and fees on an ongoing basis for new subscribers. Services can be canceled by the Subscriber at any time, using the method explained above.

ARtillery Pro

The following terms and conditions govern all use of ARtillery PRO, including “Individual”, “Startup,” “Enterprise” tiers, all levels of “Pro: Ad-Exec,” legacy packages “ARtillery PRO+” and “PRO Premium”, and individual content purchases (taken altogether, “ARtillery PRO”), and all content, services and products provided by ARtillry Intelligence, LLC.

Product Access and Use

Subscribers are granted access to ARtillery PRO using login credentials that they establish when registering. Subscribers may log in and access content at a frequency of their choosing within the duration of their active subscription period. Some subscription tiers include additional login/seats, known as “sub-accounts.” The quantity of sub-accounts included in a given subscription is specified on product pages (example). Each sub-account can be used by one individual. Subscribers and sub-accounts are prohibited from sharing login credentials with other individuals. ARtillery copyrighted material downloaded by subscribers can be shared with colleagues but not with individuals outside of a subscriber’s organization. Subscribers may not download ARtillery copyrighted material for purposes other than individual use or collaboration with associates. Subscribers are prohibited from redistributing or republishing ARtillery copyrighted material, whether through open/free channels or paid/for-profit channels. One exception is that individual slides that explicate ARtillery Intelligence copyright may be used in subscribers’ slide presentations, on the conditions that attribution to ARtillery Intelligence is specified, and no more than five (5) slides or charts containing ARtillery Intelligence copyrighted material may be used in presentations that are viewed by entities outside of a subscriber’s own organization. Presentations made internally to subscribers’ colleagues and associates within their organization may use an unlimited number of slides containing ARtillery copyrighted material.


If the Subscriber’s service includes access to email support, it includes the ability to make requests for technical or directional support assistance by email at any time concerning the use of the Services specified. All support will be provided in accordance with ARtillery standard services practices, procedures and policies. The contents of service inquiries remain confidential and private. Service levels are specified in ARtillery PRO product pages (example) and are further detailed as follows.

Data Concierge. When specified in individual subscription terms, subscribers are entitled to Data Concierge (“Concierge”) service. Subscribers can contact ARtillry analysts using the dedicated communications forms within ARtillry PRO. Subscribers may ask questions about content availability and location, the answers of which are understood to be limited to the content that is in the ARtillery PRO Intelligence Vault. ARtillery analysts may extend this capability and spend additional time finding answers and content elsewhere, at their discretion.

Account Support. When specified in individual subscription terms, subscribers are entitled to account support service (“support”). Subscribers can contact ARtillry analysts using the dedicated communications forms within ARtillry PRO. Subscribers may ask questions about their accounts including but not limited to obtaining transaction receipts, and changing payment methods. Many such actions are also available to subscribers on a self-serve basis in the “account” section of ARtillery PRO.

Analyst Briefings. When specified in individual subscription terms, subscribers are entitled to analyst briefings (“briefings”). The quantity of briefings fulfilled is specified in each sponsorship’s terms on the respective product pages (example). Briefings are live phone calls or online meetings with an ARtillery Intelligence analyst to discuss trends or strategic positioning in the subscriber’s operating sector or other sectors and sub-sectors that ARtillery evaluates. Briefings may be scheduled using the contact forms, linked at the top of every page in the ARtillery PRO website section. During briefings, subscribers may ask questions, the answers to which are understood to be limited by the reasonable level of knowledge and insight within the market sectors that ARtillery evaluates. Answers are provided live during the briefing and may require follow-up research and information delivery by email, at the discretion of ARtillery. Briefing format is a remote conversation and eligible communication mediums include phone, Skype, Google Meet, and Zoom. In-person briefings at the subscriber’s office or designated location are not included, however negotiation is possible on a case by case basis to scope and price in-person briefing requirements and fees. Time allotments are 30 minutes per briefing, but can be extended at the discretion of ARtillery. Subscribers that renew service for an additional term can combine briefings from multiple terms into a single session, the duration of which is equal to the combination of individual briefings (2 briefings = 60 minutes), but must do so within six months of expiry of the first briefing. Briefings expire at the end of a billing period.

Analyst On Demand. When specified in individual subscription terms, subscribers are entitled to Analyst on-demand service (“on-demand”). On-demand includes digital communications with ARtillery analysts to answer strategic questions or data needs. Digital communications include but are not limited to email, and may be adapted to a specific format or product in the future, such as a dedicated messaging channel. Subscribers may ask questions over such channels at a frequency of their choosing, the answers to which are understood to be limited by the reasonable level of knowledge and insight within the sectors that ARtillery evaluates. On-demand communication and delivered content is limited to the existing knowledge or content/data availability of ARtillery Intelligence analysts, but can be extended at the discretion of ARtillery analysts. On-demand does not include custom research or advisory projects, such as formulating Subscribers’ strategic positioning, on-site visits/presentations or generation of original/customized data. On-demand does not include live analyst briefings (covered separately and limited to the terms defined under “briefings”). These and other services that exceed the scope of On-demand can be provided separately and subject to ARtillery’s hourly consulting rate, scoped and negotiated on an individual basis.

Copyright Infringement and DMCA Policy

As ARtillery asks others to respect its intellectual property rights, it respects the intellectual property rights of others. If the Subscriber believes that material located on or linked to by artillry.co violates your copyright, they are advised to notify ARtillery in accordance with ARtillery’s Digital Millennium Copyright Act (“DMCA”) Policy, using contact forms linked at the top of every page of the artillry.co domain. ARtillery will respond to all such notices, including as required or appropriate by removing the infringing material or disabling all links to the infringing material. ARtillery will terminate a visitor’s access to and use of ARtillery PRO if, under appropriate circumstances, the visitor is determined to be a repeat infringer of the copyrights or other intellectual property rights of ARtillery or others. In the case of such termination, ARtillery will have no obligation to provide a refund of any amounts previously paid to ARtillery.

Intellectual Property

This Agreement does not transfer from ARtillery to the Subscriber any ARtillery or third party intellectual property, and all right, title and interest in and to ARtillery’s intellectual property will remain (as between the parties) solely with ARtillery. ARtillery, artillry.co, the ARtillery logo, and all other trademarks, service marks, graphics and logos used in connection with artillry.co, or ARtillery PRO are trademarks or registered trademarks of ARtillery or ARtillery’s licensors. Other trademarks, service marks, graphics and logos used in connection with ARtillery PRO may be the trademarks of other third parties. The Subscriber’s use of the ARtillery PRO grants the Subscriber no right or license to reproduce or otherwise use any ARtillery or third-party trademarks.


A portion of the content on ARtillery (included but not limited to ARtillery PRO) is curated by ARtillery, using outside sources. The Subscriber acknowledges that ARtillery does not sell third-party content but rather provides a service that consists of expertise and applied time to curate and aggregate third-party content. All curated material included in ARtillery PRO is otherwise available without cost on other websites, or has been previously distributed and designated as complementary by its owner(s), and is used by ARtillery in good faith and in compliance with fair use laws.

AR Insider Thought Leaders

The following terms and conditions govern all use of AR Insider Thought Leaders Program (formerly, Executive Council). The Thought Leaders program (“Program”) allows its members (“Subscribers”) to submit articles that are published on AR Insider. As a paid offering, the program follows U.S. FTC regulations with respect to disclosing paid relationships. This happens in the form of the AR Insider Thought Leaders logo that accompanies each published article that is authored by a Subscriber. This logo is linked to the program landing page that explains all of its details and paid relationship disclosure.

Subscribers’ editorial submissions are subject to AR Insider’s content policies and editorial standards, including its Disclosure and Ethics Policy. Before being published, content is edited for grammar, style and editorial standards. Furthermore, AR Insider reserves all approval or disqualification rights for submitted material. This includes content that is offensive, inappropriate or anything that our editorial and ethical judgment deems unfit for publication.

Restrictions for subscribers and their submitted materials include but are not limited to the following.

— Press releases from Subscribers or their affiliates will not be published on AR Insider. However, Artillery will honor requests to post Subscribers’ press releases on AR Insider’s curated News Feed.
— Subscribers should submit article drafts that are within the topical scope of AR Insider, including topics related to augmented reality and virtual reality. Submissions that contain primary themes that deviate from these areas are subject to rejection.
— ARtillery reserves the right to decide where to position articles after they are published. This includes placement on the various sections of its homepage, content archive, News Feed and other places where articles are featured on the AR Insider website.
— Superlative language about one’s company (e.g. “leading solutions provider”) is subject to edits.
— Subscribers can link to their website or that of affiliates within submitted articles but AR Insider reserves the right to limit the number of self-referential links.
— Subscribers’ websites will be linked in the short bio that accompanies each Thought-Leaders published article
— Calls to action or contact information will not be included in Thought-Leaders-published articles (e.g. “contact our sales department to find out more.”)
— AR Insider can include tracking links in Thought-Leaders-published articles if provided by the Subscriber.
— PR companies or marketing agencies are prohibited from writing on behalf of their clients, or purchasing one membership to share amongst several clients. Articles must be in the genuine voice of their authors, and one company is allowed per membership.
— AR Insider will provide published best practices and will be available for questions from Subscribers about their submission topics. However, the program does not perform writing coaching, nor does it write/collaborate articles for or on behalf of Subscribers.
— Email support is offered to Subscribers for general questions, account matters or technical support, which can be initiated when logged in to AR Insider Thought Leaders.


ARtillery reserves the right, at its sole discretion, to modify or replace any part of this Agreement. It is the Subscriber’s responsibility to check this Agreement periodically for changes. The Subscriber’s continued use of or access to ARtillery PRO following the posting of any changes to this Agreement constitutes acceptance of those changes. ARtillery may also, in the future, offer new services and/or features through ARtillery PRO (including, the release of new tools and resources). Such new features and/or services shall be subject to the terms and conditions of this Agreement.


ARtillery may terminate the Subscriber’s access to all or any part of ARtillery PRO at any time if the Subscriber materially breaches this Agreement and fail to cure such breach within thirty (30) days from ARtillery’s notice to the Subscriber thereof; provided that, ARtillery can terminate ARtillery PRO immediately as part of a general shut down of our service. All provisions of this Agreement which by their nature should survive termination shall survive termination, including, without limitation, ownership provisions, warranty disclaimers, indemnity and limitations of liability.

Disclaimer of Warranties

ARtillery PRO is provided “as is”. ARtillery and its suppliers and licensors hereby disclaim all warranties of any kind, express or implied, including, without limitation, the warranties of merchantability, fitness for a particular purpose and non-infringement. Neither ARtillry nor its suppliers and licensors, makes any warranty that ARtillery PRO will be error free or that access thereto will be continuous or uninterrupted. The Subscriber understands that he or she downloads from, or otherwise obtains content or services through, ARtillery PRO at his or her own discretion and risk.

Limitation of Liability

In no event will ARtillery, or its suppliers or licensors, be liable with respect to any subject matter of this agreement under any contract, negligence, strict liability or other legal or equitable theory for: (i) any special, incidental or consequential damages; (ii) the cost of procurement for substitute products or services; (iii) for interruption of use or loss or corruption of data; or (iv) for any amounts that exceed the fees paid by the Subscriber to ARtillery under this agreement during the twelve (12) month period prior to the cause of action. ARtillery shall have no liability for any failure or delay due to matters beyond their reasonable control. The foregoing shall not apply to the extent prohibited by applicable law.

General Representation and Warranty

The Subscriber represents and warrants that (i) The Subscriber’s use of the ARtillery PRO will be in strict accordance with the ARtillery Privacy Policy, with this Agreement and with all applicable laws and regulations (including without limitation any local laws or regulations in the Subscriber’s country, state, city, or other governmental area, regarding online conduct and acceptable content, and including all applicable laws regarding the transmission of technical data exported from the United States or the country in which the Subscriber resides) and (ii) The Subscriber’s use of ARtillery PRO will not infringe or misappropriate the intellectual property rights of any third party.


The subscriber agrees to indemnify and hold harmless ARtillery, its contractors, and its licensors, and their respective directors, officers, employees and agents from and against any and all claims and expenses, including attorneys’ fees, arising out of the Subscriber’s use of ARtillery PRO, including but not limited to the Subscriber’s violation of this Agreement.


This Agreement constitutes the entire agreement between ARtillery and the Subscriber concerning the subject matter hereof, and they may only be modified by a written amendment signed by an authorized executive of ARtillery, or by the posting by ARtillery of a revised version. Except to the extent applicable law, if any, provides otherwise, this Agreement, any access to or use of ARtillery PRO will be governed by the laws of the state of California, U.S.A., excluding its conflict of law provisions, and the proper venue for any disputes arising out of or relating to any of the same will be the state and federal courts located in San Francisco County, California. Except for claims for injunctive or equitable relief or claims regarding intellectual property rights (which may be brought in any competent court without the posting of a bond), any dispute arising under this Agreement shall be finally settled in accordance with the Comprehensive Arbitration Rules of the Judicial Arbitration and Mediation Service, Inc. (“JAMS”) by three arbitrators appointed in accordance with such Rules. The arbitration shall take place in San Francisco, California, in the English language and the arbitral decision may be enforced in any court. The prevailing party in any action or proceeding to enforce this Agreement shall be entitled to costs and attorneys’ fees. If any part of this Agreement is held invalid or unenforceable, that part will be construed to reflect the parties’ original intent, and the remaining portions will remain in full force and effect. A waiver by either party of any term or condition of this Agreement or any breach thereof, in any one instance, will not waive such term or condition or any subsequent breach thereof. The Subscriber may assign the Subscriber’s rights under this Agreement to any party that consents to, and agrees to be bound by, its terms and conditions; ARtillry may assign its rights under this Agreement without condition. This Agreement will be binding upon and will inure to the benefit of the parties, their successors and permitted assigns.

Privacy Policy

ARtillry Intelligence, LLC (“ARtillery”) operates arinsider.co, artillry.co and may operate other websites. It is ARtillery’s policy to respect your privacy regarding any information we may collect while operating our websites.

Website Visitors

Like most website operators, ARtillery collects non-personally-identifying information of the sort that web browsers and servers typically make available, such as the browser type, language preference, referring site, and the date and time of each visitor request. ARtillery’s purpose in collecting non-personally identifying information is to better understand how ARtillery’s visitors use its website. From time to time, ARtillery may release non-personally-identifying information in the aggregate, e.g., by publishing a report on trends in the usage of its website.

ARtillery also collects potentially personally-identifying information like Internet Protocol (IP) addresses for logged in users and for users leaving comments on artillry.co blogs/sites. ARtillery only discloses logged in user and commenter IP addresses under the same circumstances that it uses and discloses personally-identifying information as described below.

Subscriber Anonymity

ARtillery offers different tiers of subscription-based products, including but not limited to those listed below.

AR Insider Weekly. The free AR Insider Weekly newsletter requires the collection of subscribers’ email addresses. It only collects email addresses with no other personally identifying information such as name, company or job title. It uses email addresses for the purpose of delivering the newsletter on a weekly basis, with the option for subscribers to opt-out anytime. Email addresses may also be used occasionally for messaging from ARtillery or its partners. Email addresses are never shared nor sold with any entities outside of ARtillery.

AR Insider Thought Leaders.  AR Insider’s Thought Leaders Program collects information about members that is required to manage their customer accounts. Examples include but are not limited to username and email address. ARtillery does not have access to subscribers’ passwords, which are stored and encrypted by ARtillery’s content management system. Subscribers can access and reset passwords, along with other account management, in the “accounts” section of ARtillery PRO, available and linked at the top of each page within the ARtillery PRO domain.

ARtillery PRO. ARtillery collects information about subscribers that is required to manage their customer accounts. Examples include but are not limited to username and email address. ARtillery does not have access to subscribers’ passwords, which are stored and encrypted by ARtillery’s content management system. Subscribers can access and reset passwords, along with other account management, in the “accounts” section of ARtillery PRO, available and linked at the top of each page within the ARtillery PRO domain.

ARtillery will not share subscribers’ personally-identifying information on an individual basis (individual human entities). It does, however, reserve the right to disclose publicly the company names and logos of subscribers, or the names and logos of companies that individual subscribers are affiliated with, or employees of. These company names may be used by ARtillery in marketing materials or subscriber lists that it uses to validate or promote the service in its sales materials. Subscribers that wish to not have their affiliated company names or logos identified in this way, or that wish to be removed from existing promotional materials, can opt-out by emailing theartillry@gmail.com.

Gathering of Personally-Identifying Information

Certain visitors to ARtillery’s websites choose to interact with ARtillery in ways that require ARtillery to gather personally-identifying information. The amount and type of information that ARtillry gathers depend on the nature of the interaction. For example, we ask visitors who sign up at artillry.co to provide a username and email address. Those who engage in transactions with ARtillery are asked to provide additional information, including as necessary the personal and financial information required to process those transactions. In each case, ARtillry collects such information only insofar as is necessary or appropriate to fulfill the purpose of the visitor’s interaction with ARtillry. ARtillry does not disclose personally-identifying information other than as described below. And visitors can always refuse to supply personally-identifying information, with the caveat that it may prevent them from engaging in certain website-related activities.

Aggregated Statistics

ARtillery may collect statistics about the behavior of visitors to its websites. ARtillery may display this information publicly or provide it to others. However, ARtillery does not disclose personally-identifying information other than as described below.

Protection of Certain Personally-Identifying Information

ARtillery discloses potentially personally-identifying and personally-identifying information only to those of its employees, contractors and affiliated organizations that (i) need to know that information in order to process it on ARtillery’s behalf or to provide services available at ARtillery’s websites, and (ii) that have agreed not to disclose it to others. Some of those employees, contractors and affiliated organizations may be located outside of your home country; by using ARtillery’s websites, you consent to the transfer of such information to them. ARtillery will not rent or sell potentially personally-identifying and personally-identifying information to anyone. Other than to its employees, contractors and affiliated organizations, as described above, ARtillery discloses potentially personally-identifying and personally-identifying information only in response to a subpoena, court order or other governmental requests; or when ARtillery believes in good faith that disclosure is reasonably necessary to protect the property or rights of ARtillery, third parties or the public at large. If you are a registered user of any of ARtillery’s premium products and have supplied your email address, ARtillery may occasionally send you an email to tell you about new features, solicit your feedback, or just keep you up to date with what’s going on with ARtillery and our products. ARtillery takes all measures reasonably necessary to protect against the unauthorized access, use, alteration or destruction of potentially personally-identifying and personally-identifying information.


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Business Transfers

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Market-Sizing Methodology

How Do We Do It?

Methods should always be disclosed

ARtillery Intelligence publishes several reports based on original market-sizing and revenue projections. Beyond monthly narrative reports that draw upon that data, we publish extensive data-centric reports. In all cases, key questions are how do we come up with these figures? and What’s included? 

It’s important to specify this because there’s such variance across industry projections due to differences in methodology, and what’s being tracked. In a world where industry watchers get a reputation for “calling it in,” it’s important to disclose methodologies to demonstrate diligence in market sizing.


From the Bottom Up

It’s all about grounded calculations.  

ARtillery Intelligence follows disciplined best practices in market sizing and forecasting, developed and reinforced through its principles’ 15 years in research and intelligence in the tech sector. This includes the past four years covering spatial computing as a main focus. Each market-sizing or forecasting deliverable is different in its composition and inclusions, which are specified in each case (example). Generally speaking, Artillery Intelligence primarily applies the bottom-up approach, while then using the top-down method as a “gut-check.”

Bottom-Up (primary)

The bottom-up forecasting methodology requires building financial models that reflect the dynamics and unit economics of sectors being measured. This includes variables like unit sales, pricing trends, individual company performances, and several other micro factors that ARtillery Intelligence tracks. Because there are often sub-sectors that comprise an overall industry (e.g. enterprise and consumer AR), the bottom-up method requires unique models for each segment that reflects its unique unit economics and revenue drivers.

Top-Down (secondary)

The top-down methodology takes a more macro approach. It looks at influential market factors that inform industry revenue growth and trajectory. This can include aggregate sales, comparable/historic industry growth rates and other macro factors, such as share of GDP. This approach is useful to validate, challenge and/or gain additional levels of confidence after executing the bottom-up approach. Generally, that is our order of operations.

Together, confidence is achieved by triangulating market size in a disciplined way. It all comes together in a forecast model with several spreadsheet tabs and thousands of active cells. More about ARtillery Intelligence principles’ market-sizing history and credentials can be seen here.


What’s Included?

Revenue inclusions sway the outcome. 

One of the biggest factors that impacts a given forecast’s final numbers is what revenue sources are included. Some firms include things that others don’t, which can sway the outcome by billions of dollars.

For instance, some firms count the transaction value of products bought through AR-interfaces as “AR revenue.” This would be the $2000 you pay for a couch bought using the IKEA Place app to visualize the item in your living room. We don’t count this as AR revenue, but we do count software elsewhere in the value chain, such as AR experience creation; or revenues for startups that enable AR commerce. That can take form in licensing, SaaS or affiliate commerce revenue.

Decisions like these that analyst firms make about what to include (or not include) are perfectly okay. We respect those decisions, as long as they’re specified clearly. Firms engaged in XR market sizing mostly do a good job communicating this. For you, knowing what a given forecast includes should be considered before taking strategic guidance away from it.

With that backdrop, our responsibility to you is to clearly specify everything that is included in our market-sizing reports. This is done as a matter of protocol for every forecast we produce. An example is below from a recent forecast, and we’re open to additional questions.


The Sudoku Analogy

Triangulating unknown quantities

One ongoing challenge in market sizing is data availability. It’s all about piecing together clues to extrapolate things like unit sales and revenues. In mature markets like smartphones, hardware players disclose figures — especially if publicly traded — but it’s a lot quieter on the early-stage front.

That’s the case with VR for example, which becomes an exercise in gathering hints in perpetual market-sizing mode. Sometimes there are exceptions like Sony’s disclosures for PSVR sales. Otherwise, it requires detective work to find reliable inputs for the financial models outlined above.

We often compare this to a Sudoku board. It’s similarly about logically devising unknown quantities using known ones. For example, along with primary research and insider discussions, things like hardware sales can be extrapolated using announced software sales in tandem with pricing and ARPU data.



Attack From All Sides

The Sudoku approach isn’t a panacea, but rather a method pulled from a larger toolbox. In fact, having several approaches can stress-test and gut-check a financial model. It’s about coming at it from many different angles to gain validation and levels of confidence.

Another analogy this brings to mind is our days (many years ago) in high-school AP calculus. It was the ultimate form of validation to apply different methods that arrive at the same solution. It works even better with multiple double-blind participants. We live by this principle.

The other lesson from those days is to show your work… getting back to the principles above about well-communicated methodologies and inclusions. On that note, though our financial model is highly proprietary, we’re always eager to invoke sections to show our work.


Reportorial Rigor

Another question that follows the Sudoku analogy is how do we get our hands on the known quantities to even begin the exercise. The answer is lots of time and rigor. There are clues all around us in industry happenings, which we spend several hours per day collecting and talking to industry insiders.

The factor that propels this is our sister publication AR Insider. As former journalists, we’ve become conditioned to the cadence of daily reporting and publishing. As industry analysts, we’ve since learned that this is also the ultimate way to achieve deep knowledge and retention of any topic.

Moreover, the discipline of daily publishing exposes one to an immense amount of information, while press credentials provide deeper access. Our focused attention on industry happenings is then retained through the practice of indexing knowledge and data through taxonomies such as Evernote.

Then, when sitting down for the intensive forecasting process, that indexed base of tagged and filtered data starts us off with a wealth of inputs for our financial model. These are the known quantities of the Sudoku board, ensuring that we start the endeavor with a firm foundation.


Foundational Principle

Speaking of a firm foundation, our biggest priority when calculating market sizes is confidence and structural integrity in base-year figures. The elephant in the room with forecasting is that outer-year projections mostly rely on educated assumptions, revenue momentum, and historical patterns.

But the base year figures have no excuses. They must be accurate, well-backed and fire-tested. The best chance of ensuring accuracy and validity in building out future-year projections is to do so from a strong foundation of current and past-year precision. That is our foundational principle.


Video Companion

More color on our method


Disclosure & Ethics Policy

We’re all about quality standards

ARtillery Intelligence has no financial stake in the companies mentioned in its reports, unless specified in footnotes and endnotes. With respect to market sizing, ARtillery remains independent of players and practitioners in the sectors it covers, thus mitigating bias in industry revenue calculations and projections. Disclosure and ethics policy can be seen in full here.



Credentials & context

Meeting with ARtillery Intelligence

Scheduling Time

Protocols and Parameters for requesting time with us.

This page outlines ARtillery’s Intelligence’s policies and protocols around analyst calls and discovery meetings. After reviewing, please use the form below to request a call or meeting. 

Requests for meetings or briefings should contain the following

  1. What type of briefing you’re interested in (detailed below)
  2. Acknowledgment of briefings policies
  3. Requested/desired time slot

1. Types of Briefings:

A. On-the-record for publication (AR Insider):

This is generally for the purposes of profiling or publishing an article about your company. AR Insider (ARtillry Intelligence’s sister publication) benefits from adding to its market coverage and content library with thoughtful analysis of industry players and the innovations they exhibit (examples here). We also appreciate and thrive on relationship building with industry innovators. Meanwhile, subjects can benefit from exposure, though AR Insider maintains analyst and authorial license for all published material. Importantly, these are not PR pieces and no money changes hands for such engagements. See AR Insider’s Disclosure and Ethics Policy.

B. Off-the-record for strategy/insights

These briefings aren’t meant for publication or public analysis but are rather done for the purposes of strategic insights. These briefings are common for startups in AR & VR sectors, or companies entering from other sectors that wish to be educated on the key trends and success factors that ARtillery Intelligence is tracking. There is a fee for these briefings, which is detailed here. This is waived for ARtillery PRO subscribers (“Startup” and “Enterprise” tiers) as strategy briefings are included. Contact us to find out more.

C. Discovery Briefings:

These may or may not have a specific agenda or outcome. They are generally to network or discover synergies. These are valuable to ARtillery Intelligence, but limited in availability and volume, given prioritization of the above engagements and editorial output.

2. Briefings Policy

ARtillry Intelligence’s briefings policies stem from Paul Graham’s “Makers and Managers” construct, and is summarized below. This does not apply to paid strategy briefings nor ARtillery PRO subscribers, who can log in and contact us for immediate response. 

ARtillery analysts are in a unique position in running a publishing-centric intelligence firm. Our small team publishes roughly 25,000 words per month, the equivalent of a 100-page novel. This involves reporting, fact-checking, copy editing, and other protocols for editorial standards.

This type of work is unique in that it requires deep focus and long periods of uninterrupted “heads down” time. Like coding/programming, things like research papers can’t be done in 30-minute chunks, due to the headspace and cognitive momentum required to do them effectively.

Therefore, the corporate paradigm of frequent calls and meetings (e.g. “discovery calls”) can be significantly disruptive to a publishing schedule. A meeting at 10 AM disables production for an entire morning, splitting it into two parts, each inadequate for productive focus.

At the same time, we receive several daily requests and offers to “grab coffee,” which we are honored and flattered to receive. We recognize that this is the common corporate paradigm and culture with which we interact, coexist and strongly value. But altogether, it creates a challenge.

We’ve devised three solutions

Limit meetings to calls*: Though preferable in lots of ways, in-person meetings can eat up three hours, including prep, transit, the meeting itself, follow-ups, and a cascading effect on the remainder of the day. They also tend to linger and last longer than calls. We are compatible/accustomed to any video calling platform.

Limit calls to 30 minutes*: A 15-30 minute limit, when communicated in advance, can force a focused information exchange that covers all critical bases, but in a more time-efficient way.

Dayparting*: The challenge isn’t just elapsed time, but the sequencing of activities. A day with 3-4 scheduled calls can coexist with productive publishing output… if they are strategically clustered in designated dayparts, rather than peppered through the day in disruptive ways. This is what Paul Graham calls “office hours.”

*These requirements do not apply to paid strategic engagements or ARtillery PRO subscribers.


We’re often asked to sign NDA’s before engaging in analyst briefings. We honor this request for paid strategy briefings or ARtillery PRO subscribers. If you’d like to request our time otherwise for discovery meetings (explained above) or other call formats, we’re unable to process NDA’s due to the time and legal review process that has proven to be substantial and counterproductive to the above bandwidth issues. We do however operate under the Society of Professional Journalist Code of Ethics (detailed in our disclosure and ethics policy) and are ethically and strategically bound to not publicly disclose any information that is explicitly stated as “off the record” prior to its exchange.


We’re often asked to travel to attend or speak at conferences, usually comp’d under a press/media or speaker pass. We are honored to receive these offers but are often time and resource-constrained due to the aggressive editorial cycles outlined above. Fortunately, we are based in San Francisco where the event “itch” is often scratched through lots of local activity. So dedicated air travel to attend events is rare, unless there are compelling circumstances such as a travel cost reimbursement or other direct revenue outcomes that not only offset trip costs but also the “opportunity cost” of being pulled away from editorial cycles and building a startup. We look forward to our next stage of growth when we can get out more, but this is the current reality and the discipline we’re committed to.

3. Scheduling

Based on all of the above, the available time slots for 15-30 minute calls with ARtillery Intelligence analysts are 10am-12 PST, Tuesday – Thursday. Please indicate desired times when requesting a briefing below. Paid strategy briefings and ARtillery PRO subscribers can log in anytime to access a wider range of time slots.

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Credentials & context