Building deep, immersive
Augmented Reality Experiences

Information for Brands, Agencies and Developers

                 ...
Augmented Reality (AR) is the next mass
medium. Layar’s market leading AR platform
facilitates deep engagement between bra...
Two types of Augmented Reality
     Location based and Marker/ image based




Location based                 Image/ marke...
A new medium is developing
Similar developments compared to the birth of the internet as a medium




                    ...
Do you remember...?


                                                                          Mass Market



           ...
A bit of history repeating...

                                                                                       ?
  ...
Augmented Reality is the only
   service which uses all the
capabilities of the mobile phone:

      Camera           Maps...
Augmented Reality is the next Mass Medium
       The first medium that takes Experiences “Out of the Box”




             ...
All previous mass media were ‘boxed’




                                 © 2010, Layar B.V.
Our reality: an empty canvas
        You are the painter




                               © 2010, Layar B.V.
The street is our playground
   Adding a digital layer to every day life




                                             ...
Waiting softener
Pull out your mobile phone and experience a new world




                                               ...
Layar facilitates deep, impactful experiences
      ‘Knowlegde and understanding’ rather than ‘information’




          ...
Understand & re-create history:
         Berlin Wall




       New Medium
       Gains Traction


                       ...
See the future: buildings in 3D on
        construction site




                          Layer developed by NAi/ IN10   ...
City tours re-invented:
Beatles Magical AR tour




                                                        © 2010, Layar ...
New art, created for AR:
Virtual Public Art Project




                    Layer developed by Superimpose/ VPAP   © 2010,...
AR shops: place webshops in reality -
     everywhere your fans are




                            Layer developed by HPS...
Expositions re-invented: place art
         in a new context




                     Art by Jean Marc le Favre, Layer dev...
AR Launch campaign around
   Ubisoft’s Splintercell




                      Layer developed by Muzar & Blutarsky
       ...
AR triggered by an outdoor billboard:
   Walt Disneys’ Prince of Persia




                              Layer developed ...
AR flashmob: 3D avatars and
   humans get together




                       Layer developed by TABWorldmedia
            ...
Real AR: enter an object and
    discover new worlds


                         Inside
Outside
                         (i...
Inside of a spaceship...




                               Demo layer
                           © 2010, Layar B.V.
Layar’s Augmented Reality platform
 facilitates the simple creation, delivery and
  promotion of deep impactful experience...
The Layar AR platform today
nearly 2.000.000 million installs on iPhone and Android*

        3500 active content owners a...
Soon, all new smartphones will be AR capable
 - from 10 mio to 650 new AR phones/ year
            2000




            15...
Layar pre-installed on tens of millions of
phones in 2010, advertised by major players
                                   ...
Layar facilitates AR experiences for the masses
          You focus on the experience, we arrange the rest




           ...
Layar Platform: created to service
Brands, Publishers and Developers
API                                                  ...
Publishing on Layar: one time content
  creation, all platforms supported
                                                ...
Discovery in AR: content within context
     A next step to become part of people’s everyday lives




                   ...
Every medium has it’s own
     discovery mechanism
Television   Magazines   Internet




                                 ...
Find a stream of augmented
objects relevant to your context




                                   © 2010, Layar B.V.
Layar Stream lets people
discover content where and when
 they need - or are ready for it.
   Better than having to find a
...
Creating deeply immersive experiences
      What does it take to create an impactful layer on Layar?




                 ...
Define your concept
         ideas   possibilities   time

capabilities features brainstorm
      platforms interaction



...
Use our developer tools & channels
  for information and inspiration

    blog                        wiki                ...
Decide on your level of investment
       Level of impact towards your target group
low                                   ...
Ready to create?

Request a Publisher key:
http://layar.com/create


                           © 2010, Layar B.V.
Need help building your layer?

Ask one of the developers in the Layar Partner
                  Network*


            ht...
Promote your layer on Layar?

  Talk to us on distribution
 partnerships, joint PR and
    premium placement:

      matt@...
Layar NEXT event: June 18th, 2010
      The State of the Medium
The Layar NEXT event is a celebration of the emergence of ...
Thank You
                    content@layar.com



Background image:           http://www.flickr.com/photos/sinkdd/3016118...
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Layar Augmented Reality Platform - information for brands and publishers

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Augmented Reality (AR) is the next mass medium. Layar’s market leading AR platform facilitates deep engagement between brands and people in their everyday lives.

This information deck explains the opportunity and how brands can use Layar to increase awareness and a higher conversion into a call to action.

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Layar Augmented Reality Platform - information for brands and publishers

  1. 1. Building deep, immersive Augmented Reality Experiences Information for Brands, Agencies and Developers May 2010 © 2010, Layar B.V.
  2. 2. Augmented Reality (AR) is the next mass medium. Layar’s market leading AR platform facilitates deep engagement between brands and people in their everyday lives. This information deck explains the opportunity and how brands can use Layar to increase awareness and a higher conversion into a call to action. © 2010, Layar B.V.
  3. 3. Two types of Augmented Reality Location based and Marker/ image based Location based Image/ marker based Mobile phone PC + webcam Outside Inside © 2010, Layar B.V.
  4. 4. A new medium is developing Similar developments compared to the birth of the internet as a medium © 2010, Layar B.V.
  5. 5. Do you remember...? Mass Market Medium Specific Content Massive Distribution Curated New Medium Eco-System Gains Multimedia Rich CD Traction Devices Rom content © 2010, Layar B.V.
  6. 6. A bit of history repeating... ? Mass Market Medium Specific Content Massive Distribution Curated New Medium Eco-System Gains Multimedia Rich App Traction Devices content © 2010, Layar B.V.
  7. 7. Augmented Reality is the only service which uses all the capabilities of the mobile phone: Camera Maps GPS Audio Compass Video Internet Calls Accelerometer SMS 3D graphics E-mail © 2010, Layar B.V.
  8. 8. Augmented Reality is the next Mass Medium The first medium that takes Experiences “Out of the Box” © 2010, Layar B.V.
  9. 9. All previous mass media were ‘boxed’ © 2010, Layar B.V.
  10. 10. Our reality: an empty canvas You are the painter © 2010, Layar B.V.
  11. 11. The street is our playground Adding a digital layer to every day life © 2010, Layar B.V.
  12. 12. Waiting softener Pull out your mobile phone and experience a new world © 2010, Layar B.V.
  13. 13. Layar facilitates deep, impactful experiences ‘Knowlegde and understanding’ rather than ‘information’ © 2010, Layar B.V.
  14. 14. Understand & re-create history: Berlin Wall New Medium Gains Traction Layer developed by Hoppala © 2010, Layar B.V.
  15. 15. See the future: buildings in 3D on construction site Layer developed by NAi/ IN10 © 2010, Layar B.V.
  16. 16. City tours re-invented: Beatles Magical AR tour © 2010, Layar B.V. Layer developed by AugmentReality
  17. 17. New art, created for AR: Virtual Public Art Project Layer developed by Superimpose/ VPAP © 2010, Layar B.V.
  18. 18. AR shops: place webshops in reality - everywhere your fans are Layer developed by HPSC.fr © 2010, Layar B.V.
  19. 19. Expositions re-invented: place art in a new context Art by Jean Marc le Favre, Layer developed by HPSC.fr © 2010, Layar B.V.
  20. 20. AR Launch campaign around Ubisoft’s Splintercell Layer developed by Muzar & Blutarsky © 2010, Layar B.V.
  21. 21. AR triggered by an outdoor billboard: Walt Disneys’ Prince of Persia Layer developed by TABWorldmedia © 2010, Layar B.V.
  22. 22. AR flashmob: 3D avatars and humans get together Layer developed by TABWorldmedia © 2010, Layar B.V.
  23. 23. Real AR: enter an object and discover new worlds Inside Outside (incl sound) Demo layer © 2010, Layar B.V.
  24. 24. Inside of a spaceship... Demo layer © 2010, Layar B.V.
  25. 25. Layar’s Augmented Reality platform facilitates the simple creation, delivery and promotion of deep impactful experiences to targeted audiences, resulting in an increase of brand awareness and high conversion of a call to action © 2010, Layar B.V.
  26. 26. The Layar AR platform today nearly 2.000.000 million installs on iPhone and Android* 3500 active content owners and publishers 2500 layers in development 650 layers Published [mid May 2010, layers & developers growing by 20% per month] 1.200.000 augmented objects served per day *numbers excluding (Global) distribution deals - tens of millions of phones © 2010, Layar B.V.
  27. 27. Soon, all new smartphones will be AR capable - from 10 mio to 650 new AR phones/ year 2000 1500 1000 millions 500 Total new handsets sold in year Smartphones sold in year AR capable phones sold in year 0 2009 2010 2011 2012 2013 Gartner & Macquarie estimates © 2010, Layar B.V.
  28. 28. Layar pre-installed on tens of millions of phones in 2010, advertised by major players Layar Reality Browser Top 3 handset Chipset manufacturer maker Global deal signed Pre-installed in NL Verbal commit Proposal US prime time Announced advertising © 2010, Layar B.V.
  29. 29. Layar facilitates AR experiences for the masses You focus on the experience, we arrange the rest © 2010, Layar B.V.
  30. 30. Layar Platform: created to service Brands, Publishers and Developers API Tools & Support Modules and States approach Statistics Dynamic and Live data OpenSource tools Authentication Layar Partner Network 3D, autotriggers Wiki Rich Interaction Google Groups Support desk Payments Publishing - Multiple currencies, languages Multiple Operating Systems - Statistics Multiple languages - Taxes and Administation other payment methods and providers to follow © 2010, Layar B.V.
  31. 31. Publishing on Layar: one time content creation, all platforms supported Publishing Platform Dutch, French, Greek, Portugese, Hebrew, English, Japanese, Turkish, Korean, Chinese (Mandarin), Spanish and Italian implemented implemented Implemented On the radar On the radar © 2010, Layar B.V.
  32. 32. Discovery in AR: content within context A next step to become part of people’s everyday lives © 2010, Layar B.V.
  33. 33. Every medium has it’s own discovery mechanism Television Magazines Internet © 2010, Layar B.V.
  34. 34. Find a stream of augmented objects relevant to your context © 2010, Layar B.V.
  35. 35. Layar Stream lets people discover content where and when they need - or are ready for it. Better than having to find a standalone AR application in an App store. © 2010, Layar B.V.
  36. 36. Creating deeply immersive experiences What does it take to create an impactful layer on Layar? © 2010, Layar B.V.
  37. 37. Define your concept ideas possibilities time capabilities features brainstorm platforms interaction Layar Concept © 2010, Layar B.V.
  38. 38. Use our developer tools & channels for information and inspiration blog wiki website tweets about layar slideshare channel facebook fanpage youtube channel © 2010, Layar B.V.
  39. 39. Decide on your level of investment Level of impact towards your target group low high Visible Interact Engage “Where is” layer - e.g. store Coupons, virtual shop, AR games & immersive locator simple quiz etc. experiences Required skills Required skills Required skills ‣ Content producer ‣ Content producer ‣ Content producer ‣ Programmer ‣ Programmer ‣ Programmer ‣ UI and UX designer ‣ UI and UX designer ‣ Storyteller ‣ 3D modeler 1 - 7 days 1 month 1 - 3 months Time to realize your Augmented Reality Experiences (estimated) © 2010, Layar B.V.
  40. 40. Ready to create? Request a Publisher key: http://layar.com/create © 2010, Layar B.V.
  41. 41. Need help building your layer? Ask one of the developers in the Layar Partner Network* http://site.layar.com/create/developer-list/ * developers of our partner network all have proven skill in large scale Layar projects © 2010, Layar B.V.
  42. 42. Promote your layer on Layar? Talk to us on distribution partnerships, joint PR and premium placement: matt@layar.com © 2010, Layar B.V.
  43. 43. Layar NEXT event: June 18th, 2010 The State of the Medium The Layar NEXT event is a celebration of the emergence of Augmented Reality as a medium, a celebration of Layar being 1 year old and a celebration of the latest Layar release. Layar invites layar developers, publishers and partners as well as gaming, internet and forward looking thought leaders plus press to come and share this celebration. To connect with one and other as we are all are building the new medium. http://www.meetup.com/LayarEvents/ © 2010, Layar B.V.
  44. 44. Thank You content@layar.com Background image: http://www.flickr.com/photos/sinkdd/3016118556/sizes/o/ © 2010, Layar B.V.
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