© 2010, Layar B.V.

Building deep, immersive Augmented Reality Experiences

Information for Brands, Agencies and Developers

May 2010

© 2010, Layar B.V.

Augmented Reality (AR) is the next mass medium. Layar’s market leading AR platform facilitates deep engagement between brands

and people in their everyday lives.

This information deck explains the opportunity and how brands can use Layar to increase awareness and a higher conversion

into a call to action.

© 2010, Layar B.V.

Two types of Augmented RealityLocation based and Marker/ image based

Location basedMobile phone

Outside

Image/ marker basedPC + webcam

Inside

© 2010, Layar B.V.

A new medium is developingSimilar developments compared to the birth of the internet as a medium

© 2010, Layar B.V.

Do you remember...?

Multimedia Devices

New Medium Gains

Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

Rich CD Rom content

Mass Market

© 2010, Layar B.V.

A bit of history repeating...

Mass Market

?

Multimedia Devices

New Medium Gains

Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

Rich App content

© 2010, Layar B.V.

Augmented Reality is the only service which uses all the

capabilities of the mobile phone:

CameraGPS

CompassInternet

Accelerometer3D graphics

MapsAudioVideo CallsSMS

E-mail

© 2010, Layar B.V.

Augmented Reality is the next Mass MediumThe first medium that takes Experiences “Out of the Box”

© 2010, Layar B.V.

All previous mass media were ‘boxed’

© 2010, Layar B.V.

Our reality: an empty canvas You are the painter

© 2010, Layar B.V.

The street is our playgroundAdding a digital layer to every day life

© 2010, Layar B.V.

Waiting softenerPull out your mobile phone and experience a new world

© 2010, Layar B.V.

Layar facilitates deep, impactful experiences‘Knowlegde and understanding’ rather than ‘information’

© 2010, Layar B.V.

Understand & re-create history: Berlin Wall

New Medium Gains Traction

Layer developed by Hoppala

© 2010, Layar B.V.

See the future: buildings in 3D on construction site

Layer developed by NAi/ IN10

© 2010, Layar B.V.

City tours re-invented: Beatles Magical AR tour

Layer developed by AugmentReality

© 2010, Layar B.V.

New art, created for AR: Virtual Public Art Project

Layer developed by Superimpose/ VPAP

© 2010, Layar B.V.

AR shops: place webshops in reality - everywhere your fans are

Layer developed by HPSC.fr

© 2010, Layar B.V.

Expositions re-invented: place art in a new context

Art by Jean Marc le Favre, Layer developed by HPSC.fr

© 2010, Layar B.V.

AR Launch campaign around Ubisoft’s Splintercell

Layer developed by Muzar & Blutarsky

© 2010, Layar B.V.

AR triggered by an outdoor billboard: Walt Disneys’ Prince of Persia

Layer developed by TABWorldmedia

© 2010, Layar B.V.

AR flashmob: 3D avatars and humans get together

Layer developed by TABWorldmedia

© 2010, Layar B.V.

Real AR: enter an object and discover new worlds

Outside Inside (incl sound)

Demo layer

© 2010, Layar B.V.

Inside of a spaceship...

Demo layer

© 2010, Layar B.V.

Layar’s Augmented Reality platform facilitates the simple creation, delivery and promotion of deep impactful experiences

to targeted audiences, resulting in an increase of brand awareness

and high conversion of a call to action

© 2010, Layar B.V.

The Layar AR platform todaynearly 2.000.000 million installs on iPhone and Android*

3500 active content owners and publishers2500 layers in development

650 layers Published[mid May 2010, layers & developers growing by 20% per month]

1.200.000 augmented objects served per day

*numbers excluding (Global) distribution deals - tens of millions of phones

© 2010, Layar B.V.

Soon, all new smartphones will be AR capable - from 10 mio to 650 new AR phones/ year

0

500.000.000

1.000.000.000

1.500.000.000

2.000.000.000

0

500.000.000

1.000.000.000

1.500.000.000

2.000.000.000

0

500.000.000

1.000.000.000

1.500.000.000

2.000.000.000

0

500

1000

1500

2000

2009 2010 2011 2012 2013

Total new handsets sold in yearSmartphones sold in yearAR capable phones sold in year

millions

Gartner & Macquarie estimates

© 2010, Layar B.V.

Layar pre-installed on tens of millions of phones in 2010, advertised by major players

Layar Reality Browser

Global deal signed Pre-installed in NL Verbal commit Proposal US prime time advertising

Announced

Top 3 handset

manufacturer

Chipset maker

© 2010, Layar B.V.

Layar facilitates AR experiences for the massesYou focus on the experience, we arrange the rest

© 2010, Layar B.V.

Layar Platform: created to service Brands, Publishers and Developers

APIModules and States approachDynamic and Live dataAuthentication3D, autotriggersRich Interaction

Tools & SupportStatisticsOpenSource toolsLayar Partner NetworkWikiGoogle GroupsSupport desk

Payments- Multiple currencies, languages- Statistics- Taxes and Administation

PublishingMultiple Operating SystemsMultiple languages

other payment methods and providers to follow

© 2010, Layar B.V.

Publishing on Layar: one time content creation, all platforms supported

Publishing Platform

implemented implemented Implemented On the radar On the radar

Dutch, French, Greek, Portugese, Hebrew, English, Japanese, Turkish, Korean, Chinese (Mandarin), Spanish and Italian

© 2010, Layar B.V.

Discovery in AR: content within contextA next step to become part of people’s everyday lives

© 2010, Layar B.V.

Every medium has it’s own discovery mechanism

Television Magazines Internet

© 2010, Layar B.V.

Find a stream of augmented objects relevant to your context

© 2010, Layar B.V.

Layar Stream lets people discover content where and when

they need - or are ready for it. Better than having to find a

standalone AR application in an App store.

© 2010, Layar B.V.

Creating deeply immersive experiencesWhat does it take to create an impactful layer on Layar?

© 2010, Layar B.V.

ideas possibilities time

capabilities features brainstormplatforms interaction

Layar Concept

Define your concept

© 2010, Layar B.V.

tweets about layar

facebook fanpage youtube channel

slideshare channel

blog wiki website

Use our developer tools & channels for information and inspiration

© 2010, Layar B.V.

Required skills Required skills Required skills

Time to realize your Augmented Reality Experiences (estimated)

1 - 7 days 1 month 1 - 3 months

Visible Interact Engage

Level of impact towards your target group

low high

AR games & immersive experiences

Coupons, virtual shop, simple quiz etc.

‣ Content producer‣ Programmer ‣ UI and UX designer‣ Storyteller‣ 3D modeler

‣ Content producer‣ Programmer‣ UI and UX designer

‣ Content producer‣ Programmer

“Where is” layer - e.g. store locator

Decide on your level of investment

© 2010, Layar B.V.

Ready to create?

Request a Publisher key:http://layar.com/create

© 2010, Layar B.V.* developers of our partner network all have proven skill in large scale Layar projects

Need help building your layer?

http://site.layar.com/create/developer-list/

Ask one of the developers in the Layar Partner Network*

© 2010, Layar B.V.

Promote your layer on Layar?

Talk to us on distribution partnerships, joint PR and

premium placement:

matt@layar.com

© 2010, Layar B.V.

Layar NEXT event: June 18th, 2010The State of the Medium

The Layar NEXT event is a celebration of the emergence of Augmented Reality as a medium, a celebration of Layar being 1 year old and a

celebration of the latest Layar release.

Layar invites layar developers, publishers and partners as well as gaming, internet and forward looking thought leaders plus press to

come and share this celebration. To connect with one and other as we are all are building the new medium.

http://www.meetup.com/LayarEvents/

© 2010, Layar B.V.

Thank Youcontent@layar.com

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