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AR and the Mass Market Business Opportunity

          Maarten Lens-FitzGerald
                Co-founder
                ...
rgi ng
                             em e
Augmented Reality is a new Mass Medium
         similar to a story you have heard...
My first website




                  © 2010, Layar B.V.
Some time ago ...
New medium gains traction               Curated eco-system




             World Wide Web
     a medium...
An emerging mass medium
    New medium gains traction             Curated eco-system




                  Augmented Reali...
A mass market opportunity
                                               (X1.000.000 devices)
                            ...
Layar user growth is accelerating
 2,500,000                           Number of first Layar
                              ...
The Layar AR platform

              2.000.000 Users

              3500+ Developers
            700+ Layers Published


2...
‘Where is ...’




                 © 2010, Layar B.V.
Live & Dynamic information




                      Layer developed by NAi/ IN10   © 2010, Layar B.V.
Insights




           Layer developed by Hoppala   © 2010, Layar B.V.
Commerce




Layer developed by HSPC              Layer developed by Hoppala   © 2010, Layar B.V.
Stories & Games   Layer developed by Muzar & Blutarsky




                                     © 2010, Layar B.V.
Build a business with Layar
       Looking for developers




                                © 2010, Layar B.V.
There is Reach




                                           US prime time
Global deal signed   Pre-installed in NL      ...
There are Tools

API                                                      Tools & Support
Dynamic and Live data           ...
There is Demand
800                           Number of layers &
                              weeks since launch
700

600...
There are Precedents:


1. working business models
2. getting funded
3. hiring people
4. advertising their business


    ...
Live today: Version 3.5
with Real time
location based search




                     © 2010, Layar B.V.
Situation Awareness
                         Context
                                         Layar Search Stream
        ...
Less drama for every day use




                               © 2010, Layar B.V.
1.   AR is an emerging mass medium & market
2.   Users & Industry Deals
3.   Big Brands on Board
4.   Platform, Community ...
3 x product market fit
1. Product market fit with users
2.Product market fit with developers &
publishers
3.Product market fit...
Leonard Kleinrock with the first node of the ARPANET                  Tim Berners-Lee, inventor of the WWW



             ...
A chance to
build a new mass medium,
     posper together,
    one layer at a time

  www.layar.com/create     © 2010, Lay...
Thank You
                    maarten@layar.com



Background image:           http://www.flickr.com/photos/sinkdd/3016118...
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Layar at ARE2010 - Business model track - AR and the mass market business opportunity

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Presentation done at the ARE2010 event in Santa Clara, USA by Maarten Lens-FitzGerald. Content covers why ARE is the new emerging mass medium, the latest layar statistics, the 5 types of AR that we see develop on the platform and the release of the real time location based search in the bowser. Its called AR and the mass market business opportunity.

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  • 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.


  • 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


  • Hostage wear shop
    a new way to do business
    be presented all over the world






  • - easily discover and experience Augmented Reality
    without the need to enter a search query or open a specific layer. from novelty to utility.
    - have content served up at the right location at the right times




  • we have a chance
    to build a new mass medium
    using all the tools from the net
    using the lessons from the net

    and to apply them to mobile

    to change the world by adding a new one


  • Transcript of "Layar at ARE2010 - Business model track - AR and the mass market business opportunity"

    1. 1. AR and the Mass Market Business Opportunity Maarten Lens-FitzGerald Co-founder © 2010, Layar B.V.
    2. 2. rgi ng em e Augmented Reality is a new Mass Medium similar to a story you have heard before © 2010, Layar B.V.
    3. 3. My first website © 2010, Layar B.V.
    4. 4. Some time ago ... New medium gains traction Curated eco-system World Wide Web a medium designed around the PC Massive distribution Media specific content 1994 - 1998 © 2010, Layar B.V.
    5. 5. An emerging mass medium New medium gains traction Curated eco-system Augmented Reality a medium designed around mobile Massive distribution Media specific content 2009 - 2010 © 2010, Layar B.V.
    6. 6. A mass market opportunity (X1.000.000 devices) 1455 1500 Total addressable market in 1200 2013: 1.4 billion phones With a 24 month lifetime of devices 957 900 Total addressable Market Layar capable 600 674 498 467 300 183 315 174 0 2010 2011 2012 2013 Based on: Gartner & Macquarie 2013:45% smartphones of which 95% are Layar capable © 2010, Layar B.V.
    7. 7. Layar user growth is accelerating 2,500,000 Number of first Layar launches & weeks since launch 2,000,000 1,500,000 1,000,000 500,000 0 0 12 24 36 48 © 2010, Layar B.V.
    8. 8. The Layar AR platform 2.000.000 Users 3500+ Developers 700+ Layers Published 2.400.000 augmented objects served everys day © 2010, Layar B.V.
    9. 9. ‘Where is ...’ © 2010, Layar B.V.
    10. 10. Live & Dynamic information Layer developed by NAi/ IN10 © 2010, Layar B.V.
    11. 11. Insights Layer developed by Hoppala © 2010, Layar B.V.
    12. 12. Commerce Layer developed by HSPC Layer developed by Hoppala © 2010, Layar B.V.
    13. 13. Stories & Games Layer developed by Muzar & Blutarsky © 2010, Layar B.V.
    14. 14. Build a business with Layar Looking for developers © 2010, Layar B.V.
    15. 15. There is Reach US prime time Global deal signed Pre-installed in NL Announced advertising © 2010, Layar B.V.
    16. 16. There are Tools API Tools & Support Dynamic and Live data Statistics Authentication OpenSource tools 3D, auto-triggers Layar Partner Network Rich Interaction Wiki Google Groups Support desk Premium Content Publishing - Multiple currencies, languages Multiple Operating Systems - Statistics Multiple languages - Taxes and Administration other payment methods and providers to follow © 2010, Layar B.V.
    17. 17. There is Demand 800 Number of layers & weeks since launch 700 600 500 400 300 200 100 0 0 12 24 36 48 © 2010, Layar B.V.
    18. 18. There are Precedents: 1. working business models 2. getting funded 3. hiring people 4. advertising their business © 2010, Layar B.V.
    19. 19. Live today: Version 3.5 with Real time location based search © 2010, Layar B.V.
    20. 20. Situation Awareness Context Layar Search Stream object Influence Unknown Known Knowing what is unknown, Analyzing what is relevant, presenting it via Stream, experiencing it in AR © 2010, Layar B.V.
    21. 21. Less drama for every day use © 2010, Layar B.V.
    22. 22. 1. AR is an emerging mass medium & market 2. Users & Industry Deals 3. Big Brands on Board 4. Platform, Community & Good Business 5. Moving from Novelty to Utility © 2010, Layar B.V.
    23. 23. 3 x product market fit 1. Product market fit with users 2.Product market fit with developers & publishers 3.Product market fit with device manufacterers and operators © 2010, Layar B.V.
    24. 24. Leonard Kleinrock with the first node of the ARPANET Tim Berners-Lee, inventor of the WWW A chance Martin Cooper inventor of the mobile phone Steve Feiner, the first mobile augmented reality system © 2010, Layar B.V.
    25. 25. A chance to build a new mass medium, posper together, one layer at a time www.layar.com/create © 2010, Layar B.V. Photo’s: Nasa
    26. 26. Thank You maarten@layar.com Background image: http://www.flickr.com/photos/sinkdd/3016118556/sizes/o/ © 2010, Layar B.V.
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