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