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Similar to Augmented Reality: the birth of a new medium or a new decade novelty?
Similar to Augmented Reality: the birth of a new medium or a new decade novelty? (20)
Augmented Reality: the birth of a new medium or a new decade novelty?
- 1. The AR Mass-Market
Opportunity:
The Birth of a New Medium
Claire Boonstra Matt Miesnieks
Co-founder Business Development
@claireboo @mattmiesnieks © 2010, Layar B.V.
- 2. A story you’ve heard before....
Mass adoption
New medium
New devices
© 2010, Layar B.V.
- 4. 1994... MultiMedia PCs
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
© 2010, Layar B.V.
- 6. 1995... Rich CD-Rom Content
• 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
© 2010, Layar B.V.
- 7. 1996... New Medium Gains Traction
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 8. 1996... New Medium Gains Traction
• 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
© 2010, Layar B.V.
- 9. 1996... Curated Eco-System
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 10. 1996... Curated Eco-System
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
© 2010, Layar B.V.
- 11. 1997... Massive Distribution
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 12. 1997... Massive Distribution
• 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
© 2010, Layar B.V.
- 13. 1998... Medium Specific Content
Medium Specific
Content
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 14. 1998... Medium Specific Content
• 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
© 2010, Layar B.V.
- 15. 1998... Mass Market Adoption
Mass Market
Adoption
Medium Specific
Content
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 16. A little bit of history repeating....
Mass adoption
New medium
New devices
© 2010, Layar B.V.
- 18. 2007... MultiMedia Phones
• Amazing New Abilities
• Create Content
• Consume Content
• Phones Launched with
• Graphical OSs
• Audio
• Video
• Externally loaded content
• New User Input Methods
© 2010, Layar B.V.
- 19. 2008... Rich App Content
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 20. 2008... Rich App Content
• 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
© 2010, Layar B.V.
- 21. 2009... New Medium Gains Traction
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 22. 2009... New Medium Gains Traction
• 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
© 2010, Layar B.V.
- 23. 2010... Curated Eco-System
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 24. 2010... Curated Eco-System
• 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, Layar B.V.
- 25. 2010... Massive Distribution
Massive
Distribution
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 26. 2010... Massive Distribution
• 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, Layar B.V.
- 27. Massive Distribution Growth
• AR-capable phone growth
• 10m in 2009
• 180m in 2010
• 400m in 2011
• 1.3B by 2013
Source: Gartner, Macquarie
© 2010, Layar B.V.
- 28. Right Now! Medium Specific Content
Medium Specific
Content
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 34. Medium Specific Content
• 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
© 2010, Layar B.V.
- 35. How Soon?... Mass Market Adoption
Mass Market
Adoption
Medium Specific
Content
Massive
Distribution
Curated
Eco-System
New Medium
Gains Traction
Multimedia Rich Local
Devices Content
© 2010, Layar B.V.
- 36. Mass Market Adoption?
• 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!
© 2010, Layar B.V.
- 37. Worlds Largest AR Community
500+ Layers Published
2000+ Layers in Testing
3000 Developers
1.6m+ Users
#1 in Every Market except Japan (#2)
© 2010, Layar B.V.
- 38. 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.
