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Presentation done at the ARE2010 event in Santa Clara, USA by Maarten Lens-FitzGerald. Content covers why ARE is the new emerging mass medium, the latest layar statistics, the 5 types of AR that we see develop on the platform and the release of the real time location based search in the bowser. Its called AR and the mass market business opportunity.
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© 2010, Layar B.V.
AR and the Mass Market Business Opportunity
Maarten Lens-FitzGeraldCo-founder
© 2010, Layar B.V.
Augmented Reality is a new Mass Mediumsimilar to a story you have heard before
emerging
© 2010, Layar B.V.
My first website
© 2010, Layar B.V.
Some time ago ...
World Wide Weba medium designed around the PC
Curated eco-system
Media specific content
New medium gains traction
Massive distribution
1994 - 1998
© 2010, Layar B.V.
An emerging mass medium
2009 - 2010
Augmented Realitya medium designed around mobile
Curated eco-system
Media specific content
New medium gains traction
Massive distribution
© 2010, Layar B.V.
A mass market opportunity(X1.000.000 devices)
0
300
600
900
1200
1500
2010 2011 2012 2013
174
315
467
674
183
498
957
1455
Based on: Gartner & Macquarie
Total addressable market in 2013: 1.4 billion phonesWith a 24 month lifetime of devices
2013:45% smartphones of which 95% are Layar capable
Total addressable MarketLayar capable
© 2010, Layar B.V.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
0 12 24 36 48
Layar user growth is acceleratingNumber of first Layar launches & weeks since launch
© 2010, Layar B.V.
The Layar AR platform
2.000.000 Users
3500+ Developers700+ Layers Published
2.400.000 augmented objects served everys day
© 2010, Layar B.V.
‘Where is ...’
© 2010, Layar B.V.
Live & Dynamic information
Layer developed by NAi/ IN10
© 2010, Layar B.V.
Insights
Layer developed by Hoppala
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Commerce
Layer developed by HoppalaLayer developed by HSPC
© 2010, Layar B.V.
Stories & GamesLayer developed by Muzar & Blutarsky
© 2010, Layar B.V.
Build a business with LayarLooking for developers
© 2010, Layar B.V.
There is Reach
Global deal signed Pre-installed in NL US prime time advertising Announced
© 2010, Layar B.V.
There are Tools
APIDynamic and Live dataAuthentication3D, auto-triggersRich Interaction
Tools & SupportStatisticsOpenSource toolsLayar Partner NetworkWikiGoogle GroupsSupport desk
Premium Content- Multiple currencies, languages- Statistics- Taxes and Administration
PublishingMultiple Operating SystemsMultiple languages
other payment methods and providers to follow
© 2010, Layar B.V.
0
100
200
300
400
500
600
700
800
0 12 24 36 48
There is Demand
Number of layers & weeks since launch
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There are Precedents:
1. working business models2. getting funded3. hiring people4. advertising their business
© 2010, Layar B.V.
Live today: Version 3.5 with Real time location based search
© 2010, Layar B.V.
Situation Awareness
Context
UnknownKnown
object
Influence
Layar Search Stream
Knowing what is unknown, Analyzing what is relevant, presenting it via Stream, experiencing it in AR
© 2010, Layar B.V.
Less drama for every day use
© 2010, Layar B.V.
1. AR is an emerging mass medium & market2. Users & Industry Deals 3. Big Brands on Board4. Platform, Community & Good Business5. Moving from Novelty to Utility
© 2010, Layar B.V.
1. Product market fit with users2.Product market fit with developers & publishers3.Product market fit with device manufacterers and operators
3 x product market fit
© 2010, Layar B.V.
A chanceLeonard Kleinrock with the first node of the ARPANET Tim Berners-Lee, inventor of the WWW
Steve Feiner, the first mobile augmented reality systemMartin Cooper inventor of the mobile phone
© 2010, Layar B.V.
A chance to build a new mass medium,
posper together,one layer at a time
www.layar.com/createPhoto’s: Nasa
© 2010, Layar B.V.
Thank [email protected]
http://www.flickr.com/photos/sinkdd/3016118556/sizes/o/Background image:
