The AR Mass-Market
       Opportunity:
The Birth of a New Medium
   Claire Boonstra      Matt Miesnieks
     Co-founder   ...
A story you’ve heard before....

              Mass adoption



        New medium

New devices


                        ...
1994... MultiMedia PCs




 Multimedia
  Devices
                         © 2010, Layar B.V.
1994... MultiMedia PCs
    Devices with amazing new abilities launched into a
    market fed-up with text displays & a poo...
1995... Rich CD-Rom Content




Multimedia   Rich Local
 Devices      Content
                              © 2010, Layar ...
1995... Rich CD-Rom Content
 • The content was:
    • Created especially for these devices
    • Locally Executed (on the ...
1996... New Medium Gains Traction




                             New Medium
                             Gains Traction
...
1996... New Medium Gains Traction
   • Web: The New Medium for the Connected PC
   • First websites:
      • “BrochureWare...
1996... Curated Eco-System




                                            Curated
                                       ...
1996... Curated Eco-System
    Netscape curated the entire early web eco-system:
     • Browser
     • Publishing Servers
...
1997... Massive Distribution




                                                           Massive
                      ...
1997... Massive Distribution
• New way to sell more products
   • For Device Manufacturers & Network Providers
   • Window...
1998... Medium Specific Content



                                                                   Medium Specific
      ...
1998... Medium Specific Content
• Early Investment by Leading Developers
• Emerging Understanding of Business Models
• Lead...
1998... Mass Market Adoption

                                                                           Mass Market
     ...
A little bit of history repeating....

              Mass adoption



        New medium

New devices


                  ...
2007... MultiMedia Phones




Multimedia
 Devices
                            © 2010, Layar B.V.
2007... MultiMedia Phones
   •   Amazing New Abilities
   •   Create Content
   •   Consume Content
   •   Phones Launched...
2008... Rich App Content




Multimedia   Rich Local
 Devices      Content
                           © 2010, Layar B.V.
2008... Rich App Content
 •   Locally Executed
 •   Store Bought
 •   Excited Advertisers
 •   Controlled Environment
 •  ...
2009... New Medium Gains Traction




                             New Medium
                             Gains Traction
...
2009... New Medium Gains Traction
    • First AR content: “BrochureWare”
      • Upload static POI databases into AR
     ...
2010... Curated Eco-System




                                            Curated
                                       ...
2010... Curated Eco-System
  •   Browser
  •   Publishing Servers
  •   Portal
  •   Content Discovery
  •   Standards Dev...
2010... Massive Distribution



                                                                          Massive
        ...
2010... Massive Distribution
  • Pre-Installed Browsers
  • Competitive Access Providers
  • 2009 Layar installed on about...
Massive Distribution Growth

  • AR-capable phone growth
   • 10m in 2009
   • 180m in 2010
   • 400m in 2011
   • 1.3B by...
Right Now! Medium Specific Content



                                                                       Medium Specific...
Buildings you can’t see (yet)




                        Layer developed by NAi/ IN10   © 2010, Layar B.V.
Beatles Magical AR tour




                                                      © 2010, Layar B.V.
                  Lay...
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.
Medium Specific Content
•   Early Investment by Leading Developers
•   Emerging Understanding of Business Models
•   Develo...
How Soon?... Mass Market Adoption

                                                                               Mass Mar...
Mass Market Adoption?

• AR poised to breakout
• Everything is in place
• Now is the time to start developing - invest Mar...
Worlds Largest AR Community

  500+ Layers Published
  2000+ Layers in Testing
    3000 Developers
      1.6m+ Users
   #1...
And remember...

By the end of 1993, there were 623 websites
       By mid-1994 there were 2738
 by the end of the year, m...
Healthy Ecosystem
Layer developers are today:
          making money
          getting funded
           hiring people
   ...
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 You
 claire@layar.com
twitter: @claireboo

          Background image:


http://www.flickr.com/photos/kayveeinc/...
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Augmented Reality: the birth of a new medium or a new decade novelty?

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Transcript of "Augmented Reality: the birth of a new medium or a new decade novelty?"

  1. 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. 2. A story you’ve heard before.... Mass adoption New medium New devices © 2010, Layar B.V.
  3. 3. 1994... MultiMedia PCs Multimedia Devices © 2010, Layar B.V.
  4. 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.
  5. 5. 1995... Rich CD-Rom Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  6. 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. 7. 1996... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  8. 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. 9. 1996... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  10. 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. 11. 1997... Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  12. 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. 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. 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. 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. 16. A little bit of history repeating.... Mass adoption New medium New devices © 2010, Layar B.V.
  17. 17. 2007... MultiMedia Phones Multimedia Devices © 2010, Layar B.V.
  18. 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. 19. 2008... Rich App Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  20. 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. 21. 2009... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  22. 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. 23. 2010... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  24. 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. 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. 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. 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. 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.
  29. 29. Buildings you can’t see (yet) Layer developed by NAi/ IN10 © 2010, Layar B.V.
  30. 30. Beatles Magical AR tour © 2010, Layar B.V. Layer developed by AugmentReality
  31. 31. Virtual Public Art Project Layer developed by Superimpose/ VPAP © 2010, Layar B.V.
  32. 32. Ubisoft’s Splintercell © 2010, Layar B.V.
  33. 33. AR flashmob © 2010, Layar B.V.
  34. 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. 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. 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. 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. 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.
  39. 39. Healthy Ecosystem Layer developers are today: making money getting funded hiring people advertising their business building new businesses © 2010, Layar B.V.
  40. 40. To get involved layar.com/create © 2010, Layar B.V.
  41. 41. Save the date: June 18th, 2010 Amsterdam Layar NEXT event © 2010, Layar B.V.
  42. 42. Q&A Thank You claire@layar.com twitter: @claireboo Background image: http://www.flickr.com/photos/kayveeinc/3900795843/ © 2010, Layar B.V.

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