streetARt case study for ARE2011

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A look at a Mobile AR application that attracted over 140,000 users from 194 countries in 3 months.

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streetARt case study for ARE2011

  1. 1. how AR can attract 10s x thousands of users From over 100 countries in only a couple of weeksImage credit a mobile AR casestudy by
  2. 2. We wanted to know if "great 25,000 people in content" and "cool technology" 162 countries alone would be enough to attract in one month and engage return users? the answer is Could we gain traction without a big ad budget or brand? yes!Image credit
  3. 3. BUT THINGS ARE GETTING COMPLEX!!Image credit
  4. 4. what is streetARtAPP.com?Image credit
  5. 5. when was it launched? February 2011Image credit
  6. 6. Image credit
  7. 7. Image credit
  8. 8. how was it promoted? shameless self promotion!Image credit
  9. 9. how was it promoted? Layar. blog postImage credit
  10. 10. how was it promoted Layar Featured layerImage credit
  11. 11. More than 25,000 unique users in 162 countriesresults in the Around 1,800 iPhone App downloadsfirst month? 200 engaged users each with close to daily usage in multiple locations Today its more than 130,000 unique users In 194 countries!Image credit
  12. 12. other street art apps? All City
  13. 13. Image credit
  14. 14. What did we learn from this?Image credit
  15. 15. the web has really broad reachImage credit
  16. 16. mobiles havetaken that furtherImage credit
  17. 17. Image credit
  18. 18. but apps have taken controlImage credit
  19. 19. iTunes has changed thingsImage credit
  20. 20. mobile AR browsers add another layer of complexityImage credit
  21. 21. AR is becoming a “standard” featureImage credit
  22. 22. Image credit
  23. 23. but it needs supporting web browser based pc & mobile pages and apps tooImage credit
  24. 24. multi-device web apps provide the broadest and richest reach of any mediaImage credit
  25. 25. apps add depth and greater potential for an on-going relationshipImage credit
  26. 26. but apps are defined by their function not their distribution formatImage credit
  27. 27. IPHONE APPS DELIVER FAST GROWTH AND MORE ENGAGED REACH THAN THE MOBILE WEB ALONEImage credit
  28. 28. mobile AR provides even faster growth and reach because its cool!Image credit
  29. 29. Image credit
  30. 30. most Layar browser users are on AndroidImage credit
  31. 31. in mobile AR Androids can outnumber iPhone users by 4:1Image credit
  32. 32. but theAndroid userbase has a split personality
  33. 33. EMBEDDING LAYAR PLAYER INTO APPS DELIVERS THE DEEPEST ENGAGEMENT OF ALLImage credit
  34. 34. complex much?! devices we regularly cater for: pc web iPhone mobile web iphone app iPhone Layar WebView Android mobile web Android Layar WebView iPad web iPad app other smartphones plain old mobilesImage credit
  35. 35. the web has leaked out of the browser the internet has leaked into the real worldImage credit
  36. 36. streetARtAPP was builtusing the buildAR platfor m
  37. 37. now anyone can createrich mobile AR experiences using buildAR.com
  38. 38. • Easy to use web based application for • Powerful animation configuration creating AR • Support for actions• Layer editor with real-time preview • Automatic Layar browser version support• Multiple format data importing (csv, kml, • Publish to Layar with a single click - no georss & geojson) programming or other developer accounts• Automatic image transcoding with preview required features• Image & 3D based marker support

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