Generating revenues with mobile ar april 21 2010

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Generating revenues with mobile ar april 21 2010

  1. 1. Generating Revenues with Mobile AR Christine Perey PEREY Research & Consulting
  2. 2. 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
  3. 3. 4/21/2010 PEREY Research & Consulting 3
  4. 4. 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
  5. 5. 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
  6. 6. The four sources 4/21/2010 PEREY Research & Consulting 6
  7. 7. 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
  8. 8. Data Carddas Supersentai Battle: Dice-O 4/21/2010 PEREY Research & Consulting 8
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Cultural heritage, Public services, Education Source: http://www.xrez.com/ 4/21/2010 PEREY Research & Consulting 12
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. COEX Seoul, Korea October 13-16, 2010 4/21/2010 PEREY Research & Consulting 18
  19. 19. 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
  20. 20. @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
  21. 21. 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

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