![Page 1: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/1.jpg)
Generating Revenues with Mobile AR
Christine PereyPEREY Research & Consulting
![Page 2: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/2.jpg)
June 17th 2010 2PEREY Research & Consulting
The two industries in which I focus on growing the adoption of mobile AR are print/publishing and retail/commerce.
Graphic generated automatically by Personas http://personas.media.mit.edu/
![Page 3: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/3.jpg)
June 17th 2010 3PEREY Research & Consulting
![Page 4: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/4.jpg)
Agenda
• Primary revenue sources
• Case Studies and illustrations
– Source
– Objectives
– Value chain
– Metrics
• Second generation revenue sources
• ISMAR2010
June 17th 2010 4PEREY Research & Consulting
Focus on mobile consumer AR
![Page 5: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/5.jpg)
CONTENTProviders/Publishers Packaging Delivery
EnablersProviders of enabling
technology
Merchants, Brands
The
Ph
ysic
al W
orl
dSe
nso
rs o
n M
ob
ile d
evic
es
The
Dig
ital
Wo
rld
Mobile AR Ecosystem
Mobile AR Industry
June 17th 2010 5PEREY Research & Consulting
![Page 6: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/6.jpg)
The four sources
June 17th 2010 6PEREY Research & Consulting
![Page 7: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/7.jpg)
The BIG brand
• Part of a cross-media campaign to increase purchases
– Be and stay top of mind
– Provide utility or fun
• Lower costs
– Increased satisfaction
– Lower product returns
• They contract out projects
June 17th 2010 7PEREY Research & Consulting
![Page 8: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/8.jpg)
Data Carddas Supersentai Battle: Dice-O
June 17th 2010 8PEREY Research & Consulting
![Page 9: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/9.jpg)
Pack
agin
g
Delivery
EnablersProviders of enabling
technology
Merchants, Brands
Money Flow
This must not be counted as part of Mobile AR revenues
June 17th 2010 9PEREY Research & Consulting
Co
nte
nt
Ad
apta
tio
n/C
reat
ion
![Page 10: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/10.jpg)
The LOCAL (small) corporateGlobal trend • Britain• the Netherlands• United States already have about 35 similar applications using Layar
Coming soon • other parts of Europe• Russia• Australia• Korea • Japan
HYPER
http://www.MeilleursAgents.com
June 17th 2010 10PEREY Research & Consulting
![Page 11: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/11.jpg)
Funda Layer on Layar
June 17th 2010 11PEREY Research & Consulting
http://www.youtube.com/watch?v=b64_16K2e08
• Layar launch partner (6/09)– Show available properties
– Very attractive user interface
• Objectives• To show innovation (PR)
• Developers of bare land
• All data is maintained by Funda
• 95% of all properties in NL
• One year anniversary June 18!
![Page 12: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/12.jpg)
Local corporation
Delivery
EnablersProviders of enabling technology
Money Flow (AR Browser)
This must not be counted as part of Mobile AR revenues
June 17th 2010 12PEREY Research & Consulting
Content Development
Packaging
Local publisher
![Page 13: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/13.jpg)
Local corporation
Packaging Delivery
EnablersProviders of enabling
technology
Money Flow (with app)
This must not be counted as part of Mobile AR revenues
June 17th 2010 13PEREY Research & Consulting
![Page 14: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/14.jpg)
Cultural heritage, Public services, Education
Source: http://www.xrez.com/
June 17th 2010 14PEREY Research & Consulting
![Page 15: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/15.jpg)
Content provider
Packaging Delivery
EnablersProviders of enabling
technology
Money Flow
This must not be counted as part of Mobile AR revenues
June 17th 2010 15PEREY Research & Consulting
![Page 16: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/16.jpg)
End users
Pocket Universe$2.99
Nearest Tube£1.19 (similar apps for $1.99)
LocFinder$0.99
June 17th 2010 16PEREY Research & Consulting
![Page 17: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/17.jpg)
Content provider
Packaging Delivery
EnablersProviders of enabling
technology
Money Flow
A part of this may be included as part of Mobile AR Revenues
June 17th 2010 17PEREY Research & Consulting
![Page 18: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/18.jpg)
Pay for Layer (End User pays)
June 17th 2010 18PEREY Research & Consulting
• Content provider is a Layar“publisher”
• 60% of the purchase price goes to the publisher
• One time or recurring (subscription service)
![Page 19: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/19.jpg)
Content provider
Layar(packaging and
platform)Delivery
Money Flow
All of this is Mobile AR Revenues
June 17th 2010 19PEREY Research & Consulting
Billing system provider
![Page 20: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/20.jpg)
Second generation revenue streams
• Advertising– When there are sufficient eyeballs
– User generated content (Social AR)
• Future– Selling statistics about user behavior
– Derivatives (%) from sales within the mobile AR applications
June 17th 2010 20PEREY Research & Consulting
![Page 21: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/21.jpg)
Summary
• Businesses must clarify their objectives
• Four sources of revenue– Someone always has to pay
• Value chains – Currently missing the metrics
• Sizing of market should not include value of content or products– Approach revenue forecasts with caution!!
June 17th 2010 21PEREY Research & Consulting
![Page 22: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/22.jpg)
COEX Seoul, Korea
October 13-16, 2010June 17th 2010 22PEREY Research & Consulting
![Page 23: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/23.jpg)
@ISMAR2010
• Mobile Magic Wand Workshop @ ISMAR2009– http://www.ismar-society.org/ismar2009/mobilewand.php
• Mobile Augmented Reality Summit and Showcase @MWC2010– http://www.perey.com/MobileARSummit/Outcomes.html
• Participants will prepare position papers
June 17th 2010 23PEREY Research & Consulting
![Page 24: Generating revenues with mobile augmented reality june 17 2010](https://reader034.vdocuments.us/reader034/viewer/2022052617/546f4cb7b4af9ffa0b8b465a/html5/thumbnails/24.jpg)
Christine [email protected]+41 79 436 68 69+1 (617) 848-8159
Want to find out more?AR continues what the Internet began
June 17th 2010 24PEREY Research & Consulting