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Layar eComm 2010
 

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: <br /> Amazing New Abilities to <br /> Create Content & <br /> Consume Content <br /> <br /> PC&#x2019;s Launched with <br /> - Graphical OSs <br /> - Audio <br /> - Video <br /> - CD-ROM <br /> - Dial Up Modem <br /> - New User Input Methods <br /> <br /> What do we do with all these Multiple New Types of Interaction in one place? <br />
  • 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: <br /> Locally Executed on the device <br /> Store Bought <br /> Excited Advertisers <br /> Controlled Environment <br /> Hyped by Apple as the saviour to the current Media Industry! <br /> <br /> Is this the New Medium that Connected Multi-media PC&#x2019;s cried out for? No! <br /> It was the Print Medium & Business Model forced onto the PC <br />
  • The New Medium for the Connected PC was the Web. The first sites were: <br /> BrochureWare (take the previous medium content & format it for the new medium) <br /> Prior Medium&#x2019;s Ad Units <br /> Catalog based Discovery <br /> Many Pundit Concerns (credit card security, poor multi-media, low bandwidth etc) <br /> 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 <br /> How does Print adapt? <br /> - Upload existing print brochures into HTML <br /> Catalogs & Lists help users find content <br /> Many concerns <br /> - no trust for ecommerce <br /> - crude layouts <br /> - hobbyist playground, not businesses <br /> - not enough standards <br /> No idea how companies engage with users <br /> <br />
  • Netscape did a lot more than create a browser, they curated the entire early web eco-system: <br /> Browser <br /> Publishing Servers <br /> Portal <br /> Content Discovery <br /> Standards Development <br /> They provided everything that users and companies needed to experience the medium <br /> There was lots of competition in the browser space (not just MSFT and Netscape) <br />
  • The interest in the New Medium was seen by Device Manufacturers & Network Providers as a way to sell more product (windows PC&#x2019;s with modems, dial-up access) <br /> Pre-Installed Browsers <br /> Competitive Access Providers <br /> <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Leading content investors & learners are still the market leaders today <br /> Medium allowed content which already existed to be experienced in entirely new ways (compare MSFT Encarta to Wikipedia) <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Leading content investors & learners are still the market leaders today <br /> Medium allowed content which already existed to be experienced in entirely new ways (compare MSFT Encarta to Wikipedia) <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Leading content investors & learners are still the market leaders today <br /> Medium allowed content which already existed to be experienced in entirely new ways (compare MSFT Encarta to Wikipedia) <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Leading content investors & learners are still the market leaders today <br /> Medium allowed content which already existed to be experienced in entirely new ways (compare MSFT Encarta to Wikipedia) <br />
  • By 1998 Web had reached the Mass Market <br /> Note: Mobile is growing faster than the Web, into a larger user base <br /> <br />
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  • Amazing New Abilities <br /> Create Content <br /> Consume Content <br /> Phones Launched with <br /> - Graphical OSs <br /> - Audio <br /> - Video <br /> - Externally loaded content <br /> - New User Input Methods <br /> <br /> What do we do with all these Multiple New Types of Interaction in one place? <br />
  • Locally Executed <br /> Store Bought <br /> Excited Advertisers <br /> Controlled Environment <br /> Hyped by Apple! <br /> We developed new types of Content <br /> Is this the New Medium? No! <br /> Web Content Business Models forced onto the Phone <br />
  • BrochureWare <br /> Prior Medium&#x2019;s Ad Units <br /> Catalog based Discovery <br /> Many Pundit Concerns <br /> <br /> Mobile AR is the MOBILE Medium (not an App or a technology) <br /> - NEEDS a Mobile to work. Useless without a mobile <br /> - ONLY medium that uses EVERY capability of the mobile (and at the same time) <br /> How does the Web adapt? <br /> - Upload static POI databases into AR <br /> - &#x201C;Where Is?&#x201D; services <br /> Catalogs & Lists help users find content <br /> Many pundit concerns <br /> - location not accurate enough <br /> - crude layouts <br /> - hobbyist playground, not businesses <br /> - not enough standards <br /> No idea how companies engage with users <br /> <br />
  • Browser <br /> Publishing Servers <br /> Portal <br /> Content Discovery <br /> Standards Development <br /> Leading companies provided everything that users and companies needed to experience the medium <br /> Lots of competition in the browser space <br />
  • Pre-Installed Browsers <br /> Competitive Access Providers <br /> 2009 Layar installed on about 10% of ARphones via AppStore only, no marketing <br /> 2010 Amazing Adoption by Distribution partners <br /> - Verizon <br /> - Sprint <br /> - Samsung Global <br /> - LG <br /> - many many more TBA <br /> ARphone growth (gartner + macquarie) <br /> - 10m in 2009 <br /> - 180m in 2010 <br /> - 400m in 2011 <br /> - 1.3B by 2013 <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • Early Investment by Leading Developers <br /> Emerging Understanding of Business Models <br /> Moving from developing services to developing Experiences <br /> Developing & testing business models <br /> Learning from the largest developer community, promoting & curating what is working <br /> Literally thousands of new ideas being seen each month (100+ new developers a week) <br /> Sharing our learnings with our developer community <br /> Feeding our learnings back into our product <br /> - richer AR modelling <br /> - more interaction, sharing & engagement <br /> - payment platforms <br /> - analytics & reporting <br /> - technology consolidation <br /> <br /> <br />
  • AR poised to breakout <br /> Everything is in place <br /> Now is the time to start developing <br /> - distribution <br /> - AR technology <br /> Early Web Content leaders are now worth more than the Early Web Platform providers! <br /> Now is the time to invest Marketing R&D into the Layar platform <br />
  • By the end of 1993, there were 623 websites, <br /> By mid-1994 there were 2738 <br /> by the end of the year, more than 10,000. <br /> <br /> ....according to a study by MIT Researcher Matthew Gray. <br /> <br />
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Layar eComm 2010 Layar eComm 2010 Presentation Transcript

  • The AR Mass-Market Opportunity Matt Miesnieks Head of Customer Development April 2010 @mattmiesnieks © 2010, Layar B.V.
  • A story you’ve heard before.... Mass adoption New medium New devices © 2010, Layar B.V.
  • 1994... MultiMedia PCs Multimedia Devices © 2010, Layar B.V.
  • 1995... Rich CD-Rom Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 1996... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 1996... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 1997... Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 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.
  • 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.
  • A little bit of history repeating.... Mass adoption New medium New devices © 2010, Layar B.V.
  • 2008... MultiMedia Phones Multimedia Devices © 2010, Layar B.V.
  • 2009... Rich App Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 2009... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 2010... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 2010... Massive Distribution Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
  • 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.
  • 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.
  • 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.
  • Healthy Ecosystem Layer developers are today: making money getting funded hiring people advertising their business building new businesses © 2010, Layar B.V.
  • To get involved layar.com/create © 2010, Layar B.V.
  • Q&A Thank You matt@layar.com twitter: @mattmiesnieks Background image: http://www.flickr.com/photos/kayveeinc/3900795843/ © 2010, Layar B.V.