layar augmented reality - the birth of a new medium

© 2010, Layar B.V.

Claire BoonstraCo-founder

@claireboo

The AR Mass-MarketOpportunity:

The Birth of a New MediumMatt Miesnieks

Business Development

@mattmiesnieks

© 2010, Layar B.V.

A story you’ve heard before....

New devices

New medium

Mass adoption

© 2010, Layar B.V.

1994... MultiMedia PCs

Multimedia Devices

© 2010, Layar B.V.

Devices with amazing new abilities launched into a market fed-up with text displays & a poor UI.

• Graphical OSs• Audio• Video• CD-ROM• Dial Up Modem• New User Input Methods

1994... MultiMedia PCs

© 2010, Layar B.V.

1995... Rich CD-Rom Content

Multimedia Devices

Rich Local Content

© 2010, Layar B.V.

• The content was:• Created especially for these devices• Locally Executed (on the device)• Everything from previous medium into one place• Store Bought• Excited Advertisers• Controlled Environment• Hyped by Apple as the saviour to the current

Media Industry!

• Print Medium & Business Model forced onto the PC

1995... Rich CD-Rom Content

© 2010, Layar B.V.

1996... New Medium Gains Traction

Multimedia Devices

Rich Local Content

New Medium Gains Traction

© 2010, Layar B.V.

• Web: The New Medium for the Connected PC

• First websites:• “BrochureWare”• Catalog based Discovery• Concerns (credit card security, poor multi-media,

low bandwidth etc)• Crude layouts• Hobbyist playground, not businesses

• Print Medium & Business Model forced onto the PC

1996... New Medium Gains Traction

© 2010, Layar B.V.

1996... Curated Eco-System

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

© 2010, Layar B.V.

Netscape curated the entire early web eco-system:• Browser• Publishing Servers• Portal• Content Discovery• Standards Development

• Provided everything needed to experience the medium

• Other competitive browsers

1996... Curated Eco-System

© 2010, Layar B.V.

1997... Massive Distribution

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

Massive Distribution

© 2010, Layar B.V.

• New way to sell more products • For Device Manufacturers & Network Providers• Windows PC’s with modems, dial-up access

• Pre-Installed Browsers• Competitive Access Providers

1997... Massive Distribution

© 2010, Layar B.V.

1998... Medium Specific Content

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

© 2010, Layar B.V.

• Early Investment by Leading Developers

• Emerging Understanding of Business Models

• Leading content investors & learners are still the market leaders today

• Medium allowed content which already existed to be experienced in entirely new ways

• Microsoft Encarta vs Wikipedia

1998... Medium Specific Content

© 2010, Layar B.V.

1998... Mass Market Adoption

Multimedia Devices

Rich Local Content

Mass Market Adoption

New Medium Gains Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

© 2010, Layar B.V.

A little bit of history repeating....

New devices

New medium

Mass adoption

© 2010, Layar B.V.

2007... MultiMedia Phones

Multimedia Devices

© 2010, Layar B.V.

• Amazing New Abilities • Create Content• Consume Content• Phones Launched with

• Graphical OSs• Audio• Video• Externally loaded content• New User Input Methods

2007... MultiMedia Phones

© 2010, Layar B.V.

2008... Rich App Content

Multimedia Devices

Rich Local Content

© 2010, Layar B.V.

• Locally Executed • Store Bought• Excited Advertisers• Controlled Environment• Hyped by Apple!• We developed new types of Content

• Web Content Business Models forced onto the Phone

2008... Rich App Content

© 2010, Layar B.V.

2009... New Medium Gains Traction

Multimedia Devices

Rich Local Content

New Medium Gains Traction

© 2010, Layar B.V.

• First AR content: “BrochureWare”• Upload static POI databases into AR• “Where Is?” services

• Catalog based Discovery

• Mobile AR: the MOBILE Medium• not an App or a technology• needs a Mobile to work.• only medium that uses every capability of phone

2009... New Medium Gains Traction

© 2010, Layar B.V.

2010... Curated Eco-System

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

© 2010, Layar B.V.

• Browser• Publishing Servers• Portal• Content Discovery• Standards Development• Leading companies provided everything that users

and companies needed to experience the medium• Lots of competition in the browser space

2010... Curated Eco-System

© 2010, Layar B.V.

2010... Massive Distribution

Massive Distribution

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

Massive Distribution

© 2010, Layar B.V.

• Pre-Installed Browsers• Competitive Access Providers• 2009 Layar installed on about 10% of ARphones

via AppStore only, no marketing

• 2010 Layar Adoption by Distribution partners• Samsung Global• LG • Verizon• Sprint• many more to be announced

2010... Massive Distribution

© 2010, Layar B.V.

• AR-capable phone growth • 10m in 2009• 180m in 2010• 400m in 2011• 1.3B by 2013

Massive Distribution Growth

Source: Gartner, Macquarie

© 2010, Layar B.V.

Right Now! Medium Specific Content

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

© 2010, Layar B.V.

Buildings you can’t see (yet)

Layer developed by NAi/ IN10

© 2010, Layar B.V.

Beatles Magical AR tour

Layer developed by AugmentReality

© 2010, Layar B.V.

Virtual Public Art Project

Layer developed by Superimpose/ VPAP

© 2010, Layar B.V.

Ubisoft’s Splintercell

© 2010, Layar B.V.

AR flashmob

© 2010, Layar B.V.

• Early Investment by Leading Developers• Emerging Understanding of Business Models• Developing services -> developing Experiences• Learning & ongoing development

• Developer community• Promoting & curating what is working• Payment platforms• Richer AR modelling• More interaction, sharing & engagement• Analytics & reporting• Technology consolidation

Medium Specific Content

© 2010, Layar B.V.

How Soon?... Mass Market Adoption

Multimedia Devices

Rich Local Content

New Medium Gains Traction

Curated Eco-System

Massive Distribution

Medium Specific Content

Mass Market Adoption

© 2010, Layar B.V.

• AR poised to breakout• Everything is in place• Now is the time to start developing - invest Marketing

R&D into the Layar platform

• Early Web Content leaders are now worth more than the Early Web Platform providers!

Mass Market Adoption?

© 2010, Layar B.V.

Worlds Largest AR Community

500+ Layers Published2000+ Layers in Testing

3000 Developers1.6m+ Users

#1 in Every Market except Japan (#2)

© 2010, Layar B.V.

And remember...

By the end of 1993, there were 623 websites By mid-1994 there were 2738

by the end of the year, more than 10,000

according to a study by MIT Researcher Matthew Gray

© 2010, Layar B.V.

Healthy EcosystemLayer developers are today:

making moneygetting fundedhiring people

advertising their businessbuilding new businesses

© 2010, Layar B.V.

To get involved

layar.com/create

© 2010, Layar B.V.

Save the date: June 18th, 2010

Amsterdam

Layar NEXT event

© 2010, Layar B.V.

Q&A

Thank Youclaire@layar.com

twitter: @claireboo

http://www.flickr.com/photos/kayveeinc/3900795843/

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