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Layar 101: An Introduction to
Augmented Reality and Interactive Print

Maarten Lens-FitzGerald, March 2013
Maarten Lens-FitzGerald
Co-founder

Olga Beza
Support Engineer
Today’s Setup
● 45 minute presentation
● Questions via “question box”
● The deck will be shared
● Part of Webinar Series
Other Events

www.layar.com/news/events
Agenda
●
●
●
●
●

History
About Layar
Examples
Product Walk Through
Questions and Answers
A short history of Augmented Reality
1968, Ivan Sutherland
1992, Tom Caudell and David Mizell
coin the term "augmented reality"
1984, The Terminator
movie introduces AR
to the masses
Today Augmented
Reality rides the
wave of
smartphone growth
How It Works
It starts with a brochure or other
type of visually rich surface with
a call to action to scan
How It Works
Hold the phone over the page
with the Layar app and scan
How It Works
The image is then analyzed
How It Works
The image fingerprint is looked
up in the “cloud” database
How It Works
After a match, digital media is
downloaded and placed on the
image

This is AUGMENTED REALITY
How It Works
Image Recognition
Augmented Reality for Content &
Interactivity
No special printing technology
No special cod...
Better than QR-codes
●
●
●
●

No ugly visual
Rich media like video and 3D
Update after publishing
Wow effect
The Future of Online is Offline
●
●
●

Research Company Juniper says
AR is a 1 billion market opportunity.
The mobile plat...
About
http://youtu.be/ZR4eSmmPCxg
10 million
Layar app downloads in the US
38 million worldwide
all on Android and iOS

74,000 marketeers & publishers
on th...
Layar is used World Wide
About Layar
Founded in 2009
Backed by Intel Capital, Prime, Sunstone
30 people in Amsterdam, New York & Toronto
Layar Customers
Largest
10 million downloads in the US
38 worldwide

Easiest
Make a page interactive under a minute

Fixed price
$60 per i...
Printers

Publishers

Retailers
Brands

Layar marries print to digital
Real Estate Agents
Marketeers

Educators
Travel Age...
A Growing Market
Image recognition and augmented reality were
the dominant activation vehicle with 60% market
share

●
●

...
CTR better than on the web
Why use Layar?

Amaze
Engage
Strengthen
Measure
Morale boost, Image upgrade
Examples
Exciting, Enticing & Relevant Content
MySwitzerland

Entice with a live webcam view
MySwitzerland
Show it all in 360
Glamour Magazine
Show the exclusive
video of the photo
shoot with Shakira
Volkskrant Weekend Magazine

Scan and hear the audio from the skits
Globe And Mail

Sponsored Winter Olympics special:
Editorial slide shows and more
Fill the Funnel
Shopping with Men’s Health
Porter: Style and Commerce
Scan and save: Seventeen
Page buttons

Unlock Deal

Get Coupon
Redbook: Scan and Shop
Actual Page

Product List

Buy
Others
Brochures
Billboards
Books, Real Estate
Covers
Scan to see
Grammy-winning
dancehall and
reggae artist Sean
Paul’s personal
message
Business, xmas cards & more
Product Walkthrough
The Layar App
Free iOS and Android
Works on phones & tablets
Shows 2D and 3D AR
Geo based & Interactive Print
Reads QR-Cod...
Choose one of 3 flavours
1. Do it yourself with the Layar Creator
2. Work with Layar Interactive Print Services
3. Work wi...
DIY: The Layar Creator

Drag and drop
content creation

Enhance a page in
less than a minute
Drag and Drop Buttons
Basic

Media

Social

Advanced
Statistics
Interactive Print Best Practises
Activation
● Usage is directly tied to visual
activation.
● No call to action? No usage!
Layar Help Center Has You Covered
Layar Pricing
Layar Interactive Print Services
IDEATION &
PLANNING

REVIEWING &
ANALYZING

Inquiries:
sales@layar.com

PRODUCTION &
LAUN...
Layar Partners
Work with one of the 60 Layar Partners. Find Yours at
www.layar.com/partners
Questions and Answers

www.layar.com/augmented-reality/get-started/
Why use Layar?

Amaze
Engage
Strengthen
Measure
Morale boost, Image upgrade
Maarten Lens-FitzGerald
Co-founder

THANKS

Olga Beza
Support Engineer
Layar March 7th Webinar - Intro to AR and Interactive Print
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Transcript of "Layar March 7th Webinar - Intro to AR and Interactive Print"

  1. 1. Layar 101: An Introduction to Augmented Reality and Interactive Print Maarten Lens-FitzGerald, March 2013
  2. 2. Maarten Lens-FitzGerald Co-founder Olga Beza Support Engineer
  3. 3. Today’s Setup ● 45 minute presentation ● Questions via “question box” ● The deck will be shared ● Part of Webinar Series
  4. 4. Other Events www.layar.com/news/events
  5. 5. Agenda ● ● ● ● ● History About Layar Examples Product Walk Through Questions and Answers
  6. 6. A short history of Augmented Reality
  7. 7. 1968, Ivan Sutherland
  8. 8. 1992, Tom Caudell and David Mizell coin the term "augmented reality"
  9. 9. 1984, The Terminator movie introduces AR to the masses
  10. 10. Today Augmented Reality rides the wave of smartphone growth
  11. 11. How It Works It starts with a brochure or other type of visually rich surface with a call to action to scan
  12. 12. How It Works Hold the phone over the page with the Layar app and scan
  13. 13. How It Works The image is then analyzed
  14. 14. How It Works The image fingerprint is looked up in the “cloud” database
  15. 15. How It Works After a match, digital media is downloaded and placed on the image This is AUGMENTED REALITY
  16. 16. How It Works Image Recognition Augmented Reality for Content & Interactivity No special printing technology No special codes
  17. 17. Better than QR-codes ● ● ● ● No ugly visual Rich media like video and 3D Update after publishing Wow effect
  18. 18. The Future of Online is Offline ● ● ● Research Company Juniper says AR is a 1 billion market opportunity. The mobile platform is huge and growing fast: 1.5B smart phones. Research highlights what users do on their phones today: Big Data Where they are / go (location) What they ‘like’ (social), What they do (big data & the cloud), What they see (IR & AR) and scan (BLE, beacons) ● The digital world is seeping into reality and the future of Online is Offline Image Recognition & Augmented Reality
  19. 19. About
  20. 20. http://youtu.be/ZR4eSmmPCxg
  21. 21. 10 million Layar app downloads in the US 38 million worldwide all on Android and iOS 74,000 marketeers & publishers on the Layar Creator
  22. 22. Layar is used World Wide
  23. 23. About Layar Founded in 2009 Backed by Intel Capital, Prime, Sunstone 30 people in Amsterdam, New York & Toronto
  24. 24. Layar Customers
  25. 25. Largest 10 million downloads in the US 38 worldwide Easiest Make a page interactive under a minute Fixed price $60 per image no matter size of print run or usage
  26. 26. Printers Publishers Retailers Brands Layar marries print to digital Real Estate Agents Marketeers Educators Travel Agents
  27. 27. A Growing Market Image recognition and augmented reality were the dominant activation vehicle with 60% market share ● ● 2013 saw a 246 % increase in the Top US magazines using mobile activated print by editorial teams Number of mobile experiences has risen to 13,088 pages in the Top US magazines - a 54.9% growth over 2012 in the US Graphs and Numbers from 2013 market study by Nellymoser
  28. 28. CTR better than on the web
  29. 29. Why use Layar? Amaze Engage Strengthen Measure Morale boost, Image upgrade
  30. 30. Examples
  31. 31. Exciting, Enticing & Relevant Content
  32. 32. MySwitzerland Entice with a live webcam view
  33. 33. MySwitzerland Show it all in 360
  34. 34. Glamour Magazine Show the exclusive video of the photo shoot with Shakira
  35. 35. Volkskrant Weekend Magazine Scan and hear the audio from the skits
  36. 36. Globe And Mail Sponsored Winter Olympics special: Editorial slide shows and more
  37. 37. Fill the Funnel
  38. 38. Shopping with Men’s Health
  39. 39. Porter: Style and Commerce
  40. 40. Scan and save: Seventeen
  41. 41. Page buttons Unlock Deal Get Coupon
  42. 42. Redbook: Scan and Shop
  43. 43. Actual Page Product List Buy
  44. 44. Others
  45. 45. Brochures
  46. 46. Billboards
  47. 47. Books, Real Estate
  48. 48. Covers Scan to see Grammy-winning dancehall and reggae artist Sean Paul’s personal message
  49. 49. Business, xmas cards & more
  50. 50. Product Walkthrough
  51. 51. The Layar App Free iOS and Android Works on phones & tablets Shows 2D and 3D AR Geo based & Interactive Print Reads QR-Codes Extend Content with Pop out and save
  52. 52. Choose one of 3 flavours 1. Do it yourself with the Layar Creator 2. Work with Layar Interactive Print Services 3. Work with a Layar Partner
  53. 53. DIY: The Layar Creator Drag and drop content creation Enhance a page in less than a minute
  54. 54. Drag and Drop Buttons Basic Media Social Advanced
  55. 55. Statistics
  56. 56. Interactive Print Best Practises
  57. 57. Activation ● Usage is directly tied to visual activation. ● No call to action? No usage!
  58. 58. Layar Help Center Has You Covered
  59. 59. Layar Pricing
  60. 60. Layar Interactive Print Services IDEATION & PLANNING REVIEWING & ANALYZING Inquiries: sales@layar.com PRODUCTION & LAUNCH
  61. 61. Layar Partners Work with one of the 60 Layar Partners. Find Yours at www.layar.com/partners
  62. 62. Questions and Answers www.layar.com/augmented-reality/get-started/
  63. 63. Why use Layar? Amaze Engage Strengthen Measure Morale boost, Image upgrade
  64. 64. Maarten Lens-FitzGerald Co-founder THANKS Olga Beza Support Engineer
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