0
www.hoppala.eu



Marc René Gardeya, Founder and CEO
Mobile
Augmented Reality
     Mass Market and
   Business Opportunities
Augmented Reality
is to become the new
  Mass Medium
History repeating

         Mass adoption

     New medium

New devices
1994 - Multimedia PC




  Multimedia
   Devices
1995 - Rich Local Content




    Multimedia   Rich Local
     Devices      Content
1996
New Medium Gains Traction




    Multimedia   Rich Local   New Medium
     Devices      Content     Gains Traction
1996 - Curated Ecosystem




    Multimedia   Rich Local   New Medium        Curated
     Devices      Content     Gains T...
1997 - Massive Distribution




     Multimedia   Rich Local   New Medium        Curated     Massive
      Devices      Co...
1998
Medium Specific Content




   Multimedia   Rich Local   New Medium        Curated     Massive          Medium
    De...
1998 - Mass Market




 Multimedia   Rich Local   New Medium        Curated     Massive          Medium         Mass Marke...
2008 - Multimedia Phone




    Multimedia
     Devices
2009 - Rich Local Content




    Multimedia   Rich Local
     Devices      Content
2009
New Medium Gains Traction




    Multimedia   Rich Local   New Medium
     Devices      Content     Gains Traction
 ...
2010 - Curated Ecosystem




    Multimedia   Rich Local   New Medium        Curated
     Devices      Content     Gains T...
2010 - Massive Distribution
         AR Phones sold
            2009: 10 Mio.
            2010: 180 Mio.
            2011:...
2010
Medium Specific Content



              Happy easter!
                                again!
    Loo king forward to...
??? - Mass Market


  Now is the time
to start developing!




     Multimedia   Rich Local   New Medium        Curated   ...
Layar Open Platform

       Brands & Content




 Developers               Users
Worlds Largest Platform

      500 layers published
   2.000 layers in development
 3.000 content creators worldwide
     ...
Layar Distribution

       Global preinstallation

Tens of millions of phones with Layar
  preinstalled already in the sho...
Best practices
City marketing




             Layer developed by NAi / IN10
Entertainment




           Layer developed by AugmentReality
Art




 Chris Manzione: „Key element of our layer is that the objects are site-specific. This
is different than most other...
Ubisoft‘s Splintercell




                  Layer developed by Muzar.org
www.hoppala.eu
Easter Greetings
Place 3D easter eggs from web and mobile


                             Leave a message
                 ...
Berlin Wall




         Layer developed by Hoppala / Superimpose
THANK YO U!
     www.hoppala.eu



 Marc René Gardeya, Founder and CEO
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European AR Busines Conference, Berlin

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April, 23rd 2010, Presentation at 1st European AR Busines Conference, Berlin

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Transcript of "European AR Busines Conference, Berlin"

  1. 1. www.hoppala.eu Marc René Gardeya, Founder and CEO
  2. 2. Mobile Augmented Reality Mass Market and Business Opportunities
  3. 3. Augmented Reality is to become the new Mass Medium
  4. 4. History repeating Mass adoption New medium New devices
  5. 5. 1994 - Multimedia PC Multimedia Devices
  6. 6. 1995 - Rich Local Content Multimedia Rich Local Devices Content
  7. 7. 1996 New Medium Gains Traction Multimedia Rich Local New Medium Devices Content Gains Traction
  8. 8. 1996 - Curated Ecosystem Multimedia Rich Local New Medium Curated Devices Content Gains Traction Ecosystem
  9. 9. 1997 - Massive Distribution Multimedia Rich Local New Medium Curated Massive Devices Content Gains Traction Ecosystem Distribution
  10. 10. 1998 Medium Specific Content Multimedia Rich Local New Medium Curated Massive Medium Devices Content Gains Traction Ecosystem Distribution Specific Content
  11. 11. 1998 - Mass Market Multimedia Rich Local New Medium Curated Massive Medium Mass Market Devices Content Gains Traction Ecosystem Distribution Specific Content Adoptation
  12. 12. 2008 - Multimedia Phone Multimedia Devices
  13. 13. 2009 - Rich Local Content Multimedia Rich Local Devices Content
  14. 14. 2009 New Medium Gains Traction Multimedia Rich Local New Medium Devices Content Gains Traction Layer developed by Hoppala
  15. 15. 2010 - Curated Ecosystem Multimedia Rich Local New Medium Curated Devices Content Gains Traction Ecosystem
  16. 16. 2010 - Massive Distribution AR Phones sold 2009: 10 Mio. 2010: 180 Mio. 2011: 400 Mio. 2013: 1.300 Mio Massive Distribution Multimedia Rich Local New Medium Curated Massive Devices Content Gains Traction Ecosystem Distribution
  17. 17. 2010 Medium Specific Content Happy easter! again! Loo king forward to see you Multimedia Rich Local New Medium Curated Massive Medium Devices Content Gains Traction Ecosystem Distribution Specific Content
  18. 18. ??? - Mass Market Now is the time to start developing! Multimedia Rich Local New Medium Curated Massive Medium Mass Market Devices Content Gains Traction Ecosystem Distribution Specific Content Adoptation
  19. 19. Layar Open Platform Brands & Content Developers Users
  20. 20. Worlds Largest Platform 500 layers published 2.000 layers in development 3.000 content creators worldwide 1.500.000 downloads Android & iPhone
  21. 21. Layar Distribution Global preinstallation Tens of millions of phones with Layar preinstalled already in the shops #1 in all markets except Japan (#2)
  22. 22. Best practices
  23. 23. City marketing Layer developed by NAi / IN10
  24. 24. Entertainment Layer developed by AugmentReality
  25. 25. Art Chris Manzione: „Key element of our layer is that the objects are site-specific. This is different than most other digital media that can be easily transfered and shared. This requires the users presence and interaction with the site itself.“ Layer developed by Superimpose / VPAP
  26. 26. Ubisoft‘s Splintercell Layer developed by Muzar.org
  27. 27. www.hoppala.eu
  28. 28. Easter Greetings Place 3D easter eggs from web and mobile Leave a message for your friend Happy easter! again! Looking forward to see you Layer developed by Hoppala
  29. 29. Berlin Wall Layer developed by Hoppala / Superimpose
  30. 30. THANK YO U! www.hoppala.eu Marc René Gardeya, Founder and CEO
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