Generating revenues with mobile ar april 21 2010

Generating Revenues with Mobile AR Christine Perey PEREY Research & Consulting

The two industries in which I am most interested in growing the adoption of mobile AR are print/publishing and retail/commerce. 4/21/2010 PEREY Research & Consulting 2

4/21/2010 PEREY Research & Consulting 3

Agenda • Primary revenue sources • Case Studies and illustrations – Source – Objectives – Value chain – Metrics • Second generation revenue sources • ISMAR2010 4/21/2010 PEREY Research & Consulting 4

Mobile AR Ecosystem The Physical World Merchants, Brands The Digital World Sensors on Mobile devices Mobile AR CONTENT Providers/Publishers Packaging Delivery Industry Enablers Providers of enabling technology 4/21/2010 PEREY Research & Consulting 5

The four sources 4/21/2010 PEREY Research & Consulting 6

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 4/21/2010 PEREY Research & Consulting 7

Data Carddas Supersentai Battle: Dice-O 4/21/2010 PEREY Research & Consulting 8

Money Flow Merchants, Brands Packaging Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues 4/21/2010 PEREY Research & Consulting 9

HYPER The LOCAL (small) corporate Global trend • Britain • the Netherlands • United States already have about 35 similar applications using Layar Coming soon • other parts of Europe • Russia • Australia • Korea • Japan http://www.MeilleursAgents.com 4/21/2010 PEREY Research & Consulting 10

Money Flow Local corporation Packaging Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues 4/21/2010 PEREY Research & Consulting 11

Cultural heritage, Public services, Education Source: http://www.xrez.com/ 4/21/2010 PEREY Research & Consulting 12

Money Flow Content provider Packaging Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues 4/21/2010 PEREY Research & Consulting 13

End users LocFinder Nearest Tube $0.99 £1.19 (similar apps for $1.99) Pocket Universe $2.99 4/21/2010 PEREY Research & Consulting 14

Money Flow Content provider Packaging Delivery Enablers Providers of enabling technology A part of this may be included as part of Mobile AR Revenues 4/21/2010 PEREY Research & Consulting 15

Second generation revenue streams • Advertising – When there are sufficient eyeballs – User generated content (Social AR) • Pay per layer – Embedded commercial services in the AR Browser • Future – Selling statistics about user behavior – Derivatives (%) from sales within the mobile AR applications 4/21/2010 PEREY Research & Consulting 16

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!! 4/21/2010 PEREY Research & Consulting 17

COEX Seoul, Korea October 13-16, 2010 4/21/2010 PEREY Research & Consulting 18

ISMAR2010 Call for Papers • http://www.ismar10.org/index.php/Submissions • Deadlines – Papers and Posters: May 14, 2010 – Workshops: June 1, 2010 – Tutorials and Demonstrations: May 17, 2010 • Tracking competition announcement: June 1 4/21/2010 PEREY Research & Consulting 19

@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 4/21/2010 PEREY Research & Consulting 20

Want to find out more? AR continues what the Internet began Christine Perey cperey@perey.com +41 79 436 68 69 +1 (617) 848-8159 4/21/2010 PEREY Research & Consulting 21

http://agoramedia.co.uk	92
http://www.slideshare.net	14
http://ar4buziness.posterous.com	2
http://www.lmodules.com	2

Generating revenues with mobile ar april 21 2010

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