I can see EA and Ubisoft jumping on any bandwagon once its a proven success.
But frankly, I dont have enough respect for those firms to want them to dive into the market yet. I think those early investers in the technology deserves the market to themselfs, and hope grow with it.

If the big boys come in too early, it might add investment but drown out creavity.

I think for the moment, the ball is in the hardware markers park. Sony, Nintendo, and Microsoft are the ones that should be pushing AR tech.
They have both the hardware and software muscle to do so.
They can release a machine with the spec they need to put the AR software they want.

My own prediction for the future is probably Nintendo releaseing an AR enabled successor to the DS. Nintendo is not a company vanishing in a decade.
They have adapted over a hundred years, very VERY rarely fairling to turn a profit.
The DSi I think is Nintendos expirements in that area. I think they are testing the waters. Videos of the DSi show it doing “light” AR functions, manipulations of the video in various ways.
If succesfull, I think their next portable will be an AR platform.

Sony will probably up the hardware anti with heavy investment if they survive at all. Sony’s got the connections and ability to make a very nice AR device if they want too. And their eye-toy stuff shows they have some skills in that direction.
However, the company as a whole dosnt have a healthy track record. It really depends on too few assets (Spiderman) to survive these days.

Microsoft is a bit of a wildcard.
Their photosythn would be wonderfully usefull to combine with AR tech. However, they have made no moves into the portable market, and have a track record of…well…not being expiremental in the slightest.
In some ways Microsoft can be quite backward.
(they still use “nearest-nabour” resizing in their browser rather then resampling, for instance)