streetARt case study for ARE2011

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

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

BUT THINGS ARE GETTING COMPLEX!!Image credit

what is streetARtAPP.com?Image credit

when was it launched? February 2011Image credit

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how was it promoted? shameless self promotion!Image credit

how was it promoted? Layar. blog postImage credit

how was it promoted Layar Featured layerImage credit

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

other street art apps? All City

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What did we learn from this?Image credit

the web has really broad reachImage credit

mobiles havetaken that furtherImage credit

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but apps have taken controlImage credit

iTunes has changed thingsImage credit

mobile AR browsers add another layer of complexityImage credit

AR is becoming a “standard” featureImage credit

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but it needs supporting web browser based pc & mobile pages and apps tooImage credit

multi-device web apps provide the broadest and richest reach of any mediaImage credit

apps add depth and greater potential for an on-going relationshipImage credit

but apps are defined by their function not their distribution formatImage credit

IPHONE APPS DELIVER FAST GROWTH AND MORE ENGAGED REACH THAN THE MOBILE WEB ALONEImage credit

mobile AR provides even faster growth and reach because its cool!Image credit

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most Layar browser users are on AndroidImage credit

in mobile AR Androids can outnumber iPhone users by 4:1Image credit

but theAndroid userbase has a split personality

EMBEDDING LAYAR PLAYER INTO APPS DELIVERS THE DEEPEST ENGAGEMENT OF ALLImage credit

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

the web has leaked out of the browser the internet has leaked into the real worldImage credit

streetARtAPP was builtusing the buildAR platfor m

now anyone can createrich mobile AR experiences using buildAR.com

• 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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streetARt case study for ARE2011

by Rob Manson on May 26, 2011

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streetARt case study for ARE2011 — Presentation Transcript