Layar eComm 2010

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  • A few years ago, new devices were launched into a market fed-up with text displays & a poor UI. They had:
    Amazing New Abilities to
    Create Content &
    Consume Content

    PC’s Launched with
    - Graphical OSs
    - Audio
    - Video
    - CD-ROM
    - Dial Up Modem
    - New User Input Methods

    What do we do with all these Multiple New Types of Interaction in one place?
  • New Rich Content was created especially for these new devices. Taking everything that was possible in the previous medium(s) into one place. The content was:
    Locally Executed on the device
    Store Bought
    Excited Advertisers
    Controlled Environment
    Hyped by Apple as the saviour to the current Media Industry!

    Is this the New Medium that Connected Multi-media PC’s cried out for? No!
    It was the Print Medium & Business Model forced onto the PC
  • The New Medium for the Connected PC was the Web. The first sites were:
    BrochureWare (take the previous medium content & format it for the new medium)
    Prior Medium’s Ad Units
    Catalog based Discovery
    Many Pundit Concerns (credit card security, poor multi-media, low bandwidth etc)
    The Web was acknowledged as a Medium in itself. The Connected Multimedia PC Medium was useless without a PC. It was the only medium that was useless without a connected PC
    How does Print adapt?
    - Upload existing print brochures into HTML
    Catalogs & Lists help users find content
    Many concerns
    - no trust for ecommerce
    - crude layouts
    - hobbyist playground, not businesses
    - not enough standards
    No idea how companies engage with users

  • Netscape did a lot more than create a browser, they curated the entire early web eco-system:
    Browser
    Publishing Servers
    Portal
    Content Discovery
    Standards Development
    They provided everything that users and companies needed to experience the medium
    There was lots of competition in the browser space (not just MSFT and Netscape)
  • The interest in the New Medium was seen by Device Manufacturers & Network Providers as a way to sell more product (windows PC’s with modems, dial-up access)
    Pre-Installed Browsers
    Competitive Access Providers



  • 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 (compare MSFT Encarta to Wikipedia)
  • 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 (compare MSFT Encarta to Wikipedia)
  • 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 (compare MSFT Encarta to Wikipedia)
  • 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 (compare MSFT Encarta to Wikipedia)
  • By 1998 Web had reached the Mass Market
    Note: Mobile is growing faster than the Web, into a larger user base


  • Amazing New Abilities
    Create Content
    Consume Content
    Phones Launched with
    - Graphical OSs
    - Audio
    - Video
    - Externally loaded content
    - New User Input Methods

    What do we do with all these Multiple New Types of Interaction in one place?
  • Locally Executed
    Store Bought
    Excited Advertisers
    Controlled Environment
    Hyped by Apple!
    We developed new types of Content
    Is this the New Medium? No!
    Web Content Business Models forced onto the Phone
  • BrochureWare
    Prior Medium’s Ad Units
    Catalog based Discovery
    Many Pundit Concerns

    Mobile AR is the MOBILE Medium (not an App or a technology)
    - NEEDS a Mobile to work. Useless without a mobile
    - ONLY medium that uses EVERY capability of the mobile (and at the same time)
    How does the Web adapt?
    - Upload static POI databases into AR
    - “Where Is?” services
    Catalogs & Lists help users find content
    Many pundit concerns
    - location not accurate enough
    - crude layouts
    - hobbyist playground, not businesses
    - not enough standards
    No idea how companies engage with users

  • 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
  • Pre-Installed Browsers
    Competitive Access Providers
    2009 Layar installed on about 10% of ARphones via AppStore only, no marketing
    2010 Amazing Adoption by Distribution partners
    - Verizon
    - Sprint
    - Samsung Global
    - LG
    - many many more TBA
    ARphone growth (gartner + macquarie)
    - 10m in 2009
    - 180m in 2010
    - 400m in 2011
    - 1.3B by 2013
  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • Early Investment by Leading Developers
    Emerging Understanding of Business Models
    Moving from developing services to developing Experiences
    Developing & testing business models
    Learning from the largest developer community, promoting & curating what is working
    Literally thousands of new ideas being seen each month (100+ new developers a week)
    Sharing our learnings with our developer community
    Feeding our learnings back into our product
    - richer AR modelling
    - more interaction, sharing & engagement
    - payment platforms
    - analytics & reporting
    - technology consolidation


  • AR poised to breakout
    Everything is in place
    Now is the time to start developing
    - distribution
    - AR technology
    Early Web Content leaders are now worth more than the Early Web Platform providers!
    Now is the time to invest Marketing R&D into the Layar platform
  • 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.




Transcript

  • 1. The AR Mass-Market Opportunity Matt Miesnieks Head of Customer Development April 2010 @mattmiesnieks © 2010, Layar B.V.
  • 2. A story you’ve heard before.... Mass adoption New medium New devices © 2010, Layar B.V.
  • 3. 1994... MultiMedia PCs Multimedia Devices © 2010, Layar B.V.
  • 4. 1995... Rich CD-Rom Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 5. 1996... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 6. 1996... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 7. 1997... Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 8. 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.
  • 9. 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.
  • 10. A little bit of history repeating.... Mass adoption New medium New devices © 2010, Layar B.V.
  • 11. 2008... MultiMedia Phones Multimedia Devices © 2010, Layar B.V.
  • 12. 2009... Rich App Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 13. 2009... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 14. 2010... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 15. 2010... Massive Distribution Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 16. 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.
  • 17. 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.
  • 18. Worlds Largest AR Community 1.6m+ Users 3000+ Developers 500+ Layers Published 2000+ Layers in Testing #1 in Every Market except Japan (#2) © 2010, Layar B.V.
  • 19. Healthy Ecosystem Layer developers are today: making money getting funded hiring people advertising their business building new businesses © 2010, Layar B.V.
  • 20. To get involved layar.com/create © 2010, Layar B.V.
  • 21. Q&A Thank You matt@layar.com twitter: @mattmiesnieks Background image: http://www.flickr.com/photos/kayveeinc/3900795843/ © 2010, Layar B.V.