1.
Welcome!
© 2010, Layar B.V.
Thursday, August 19, 2010

2.
Thanks Adaptive Path!
© 2010, Layar B.V.
Thursday, August 19, 2010

3.
Layar the company
• Launched June 2009
• Maarten Lens-FitzGerald,
Raimo van der Klein and
Claire Boonstra
• Amsterdam
• 32 people
• VC Funded
Thursday, August 19, 2010

4.
You?
© 2010, Layar B.V.
Thursday, August 19, 2010

5.
Raimo Maarten Claire Indra Dirk Ronald Jacqueline Cari
Maurice Gerben Erwin Matt Olivier Flavia Bas Rense
Nanda Martin Stefan Anthony Jolien Rory Xuan Tom Cor
Laurens Zoja Martin Alex Stepan Artem Anatoliy Andrey Eugene Nikita
© 2010, Layar B.V.
Thursday, August 19, 2010

6.
Claire (Co-founder):
General introduction to
Layar & cool content
@claireboo
Thursday, August 19, 2010

7.
Matt (Commercial):
Numbers, Distribution &
Biz models
@mattmiesnieks
© 2010, Layar B.V.
Thursday, August 19, 2010

8.
Maurice (Community Mgr):
Content & Community,
Layar Partner Network,
Developer tools
@groenhart
© 2010, Layar B.V.
Thursday, August 19, 2010

9.
Marc (Hoppala):
How to build a layer, Layar CMS,
How I’m making business
@hoppala_eu
© 2010, Layar B.V.
Thursday, August 19, 2010

10.
Tweets: #Layar
© 2010, Layar B.V.
Thursday, August 19, 2010

11.
What is Layar?
Thursday, August 19, 2010

12.
© 2010, Layar B.V.
Thursday, August 19, 2010

13.
Cool cases
© 2010, Layar B.V.
Thursday, August 19, 2010

14.
© 2010, Layar B.V.
Thursday, August 19, 2010

15.
© 2010, Layar B.V.
Thursday, August 19, 2010

16.
© 2010, Layar B.V.
Thursday, August 19, 2010

17.
© 2010, Layar B.V.
Thursday, August 19, 2010

18.
M-commerce
© 2010, Layar B.V.
Thursday, August 19, 2010

19.
© 2010, Layar B.V.
Thursday, August 19, 2010

20.
© 2010, Layar B.V.
Thursday, August 19, 2010

21.
© 2010, Layar B.V.
Thursday, August 19, 2010

22.
Conquar
© 2010, Layar B.V.
Thursday, August 19, 2010

23.
© 2010, Layar B.V.
Thursday, August 19, 2010

24.
© 2010, Layar B.V.
Thursday, August 19, 2010

25.
© 2010, Layar B.V.
Thursday, August 19, 2010

26.
Enterprise applications: Fire Brigade
© 2010, Layar B.V.
Thursday, August 19, 2010

27.
The street is our playground
Adding a digital layer to your world
© 2010, Layar B.V.
Thursday, August 19, 2010

28.
Enabling Augmented Reality Experiences
discovery ∞ publication
© 2010, Layar B.V.
Thursday, August 19, 2010

29.
Content discovery
Catalog & Stream
© 2010, Layar B.V.
Thursday, August 19, 2010

30.
Stream engine
© 2010, Layar B.V.
Thursday, August 19, 2010

31.
Publishing Platform
Dutch, French, Greek, Portugese, Hebrew, English, Japanese, Turkish, Korean, Chinese (Mandarin), Spanish and Italian
...
implemented implemented Implemented Concept commit In development Coming up
© 2010, Layar B.V.
Thursday, August 19, 2010

32.
Next: Image recognition
© 2010, Layar B.V.
Thursday, August 19, 2010

33.
© 2010, Layar B.V.
Thursday, August 19, 2010

34.
© 2010, Layar B.V.
Thursday, August 19, 2010

35.
The Attraction of the Experience
Matt Miesnieks, Distribution
Thursday, August 19, 2010

36.
Why is AR Attractive?
Partners learning that AR Smartphone Market Size (millions)
AR sells smartphones! 1200
900
Layar is the AR service 600
of choice 300
0
We will enable the 2009 2010 2011 2012 2013
worlds largest AR
community
© 2010, Layar B.V.
Thursday, August 19, 2010

37.
Late 2009
First AR Capable
Smartphones
8m Sold in 2009
© 2010, Layar B.V.
Thursday, August 19, 2010

38.
Late 2009
App Store
Distribution
800k Installs
© 2010, Layar B.V.
Thursday, August 19, 2010

39.
Late 2009
Layar installed on first AR Smartphones
© 2010, Layar B.V.
Thursday, August 19, 2010

40.
GlobalEarly 2010
Pre-Load
Worlds #2 Manufacturer
© 2010, Layar B.V.
Thursday, August 19, 2010

41.
Now
Galaxy S first
Layar Pre-load
100 Countries
1m per month
© 2010, Layar B.V.
Thursday, August 19, 2010

42.
Layar launches
on Bada
another 1m per month
© 2010, Layar B.V.
Thursday, August 19, 2010

43.
Pre-load on
4G devices
© 2010, Layar B.V.
Thursday, August 19, 2010

44.
Global Pre-Load Tier 1
Chinese Manufacturer
Global Pre-Load
Alcatel Mobile
© 2010, Layar B.V.
Thursday, August 19, 2010

45.
Global Pre-Load
World #3 Manufacturer
© 2010, Layar B.V.
Thursday, August 19, 2010

46.
Layar installed on many more
compass enabled smartphones
© 2010, Layar B.V.
Thursday, August 19, 2010

47.
Coming Soon
Another 2 Major
Manufacturer More OS
Global Partnerships Platforms
Global Carrier
Partnerships 10’s of millions
of users
© 2010, Layar B.V.
Thursday, August 19, 2010

48.
2011
Manufacturer or Carrier supported distribution on
most AR smartphones shipped worldwide
© 2010, Layar B.V.
Thursday, August 19, 2010

49.
Then what?
It’s a big,
exciting AR Smartphone Market Size (millions)
future 1200
ahead... 900
600
300
Layar’s installed base
0
2009 2010 2011 2012 2013
© 2010, Layar B.V.
Thursday, August 19, 2010

50.
Usage is growing the same way
over 100k new users a
week
over 2,500,000 total
unique users
© 2010, Layar B.V.
Thursday, August 19, 2010

51.
Usage is growing the same way
Layar Active users
900,000
over 100k new users a
775,000
week
650,000
over 2,500,000 total
unique users
525,000
400,000
10
0
0
0
10
0
0
0
10
0
0
0
10
10
/1
/1
/1
/1
/1
/1
/1
/1
/1
9/
6/
4/
1/
8/
16
23
30
13
20
27
11
18
25
5/
6/
7/
8/
8/
5/
5/
5/
6/
6/
6/
7/
7/
7/ © 2010, Layar B.V.
Thursday, August 19, 2010

52.
860,000 Active users
© 2010, Layar B.V.
Thursday, August 19, 2010

53.
How many layers do
people experience?
© 2010, Layar B.V.
Thursday, August 19, 2010

54.
Average amount of Layers opened by users
50%
How many layers do 38%
people experience? Version 3.0 & 3.1
Version 3.5.1 (Stream)
25%
13%
0%
1 layer 2 layers 3 layers 4 layers 5 layers more
© 2010, Layar B.V.
Thursday, August 19, 2010

55.
Layar:
Pre-Revenue,
Advertising & Digital Economy
© 2010, Layar B.V.
Thursday, August 19, 2010

56.
Layar Developer/Agency:
Paid Projects to develop
AR Campaigns
© 2010, Layar B.V.
Thursday, August 19, 2010

57.
Brands:
Deep Engagement, Location,
Time & Context based reach
Brands: Paid Layers
© 2010, Layar B.V.
Thursday, August 19, 2010

58.
End Users:
New Experiences. Fun personal &
surprising interactions. Options to
respond, act and purchase
© 2010, Layar B.V.
Thursday, August 19, 2010

59.
• Brands: New way of offering
content and engage their uses
• Developers: Paid project
• Users: immersive experiences in
learning about their environment
Thursday, August 19, 2010

60.
Almost 5000 active developers
+ 1100 layers
published
Thursday, August 19, 2010

61.
What do you need
Thursday, August 19, 2010

62.
Tools
API &
Support
Payments Publishing
Thursday, August 19, 2010

63.
API
• Free of use
• Supports rich interaction:
• Video and audio
• auto triggered action
• Animated 3D objects
Thursday, August 19, 2010

64.
API: Video and Audio
Quiznos
by Winvolve
and Hoppala
Thursday, August 19, 2010

65.
API: Auto triggered actions
Splintercell
by muzar.org
Thursday, August 19, 2010

66.
API: 3D Objects
Virtual art by
The Virtual Public
Art Project
Thursday, August 19, 2010

67.
Tools and Support
• Tools created by developers
• Support (desk and groups)
• Metrics coming soon
Thursday, August 19, 2010

68.
Payments
• Create direct revenue
• Multiple currencies (global soon)
• Sales and finance reporting
• Taxes and administration
Thursday, August 19, 2010

69.
Publishing
• Multiple platforms
• Multiple languages
• Manage all your layers from the
publishing environment
• Metrics coming soon
Thursday, August 19, 2010

70.
Partner Network
Thursday, August 19, 2010

71.
US brands are working now
with european developers
Thursday, August 19, 2010

72.
What’s it about
• Insights
• Testing
• Contribute to future development
• Leads
Thursday, August 19, 2010

73.
Thank you!
Maurice Groenhart, Community Manager
Thursday, August 19, 2010

74.
How to develop layers
Marc René Gardeya, CEO HOPPALA
www.hoppala.eu
© 2010, Layar B.V.
Thursday, August 19, 2010

75.
Geocoded POIs
Thursday, August 19, 2010

76.
Markerless Tracking
GPS Compass
Thursday, August 19, 2010

77.
Architecture
layer service
Layar App Layar Cloud Webspace
Thursday, August 19, 2010

78.
Architecture
HTML pages
Browser DNS / Proxy Webspace
Thursday, August 19, 2010

79.
Architecture
HTTP Request
HTML pages
Browser DNS / Proxy Webspace
HTTP Response
Thursday, August 19, 2010

80.
Architecture
HTTP Request
layer service
Layar App Layar Cloud Webspace
HTTP Response (JSON)
Thursday, August 19, 2010

81.
Become a Layar Developer
Create a layer
Develop a layer service
Thursday, August 19, 2010

82.
Become a Layar Developer
© 2010, Layar B.V.
Thursday, August 19, 2010

83.
Create a Developer Account
Sign in with your
Google Account ID
Thursday, August 19, 2010

84.
Create a Developer Account
http://dev.layar.com
Sign in with your
Google Account ID
Thursday, August 19, 2010

85.
Create a Publisher Account
Thursday, August 19, 2010

86.
Create a Publisher Account
http://www.layar.com
Thursday, August 19, 2010

87.
Link Accounts
http://www.layar.com
Thursday, August 19, 2010

88.
Link Accounts
http://www.layar.com
Thursday, August 19, 2010

89.
Create a layer
© 2010, Layar B.V.
Thursday, August 19, 2010

90.
Create a layer
Thursday, August 19, 2010

91.
Create a layer
http://dev.layar.com
mylayer
http://mydomain.com/poi.php
Thursday, August 19, 2010

92.
Develop a layer service
© 2010, Layar B.V.
Thursday, August 19, 2010

93.
Basic layer service
<?php
define( 'LAYERNAME', 'mylayer' );
$hotspots = array();
$response = array(
'hotspots' => $hotspots,
'layer' => LAYERNAME,
'errorCode' => 0,
);
$json = json_encode( $response );
header( 'Content-type: application/json');
echo $json;
?>
http://mydomain.com/poi.php
Thursday, August 19, 2010

94.
HTTP response (JSON)
{
"hotspots":[],
"layer":"mylayer",
"errorCode":0
}
Thursday, August 19, 2010

95.
Adding hotspots
Thursday, August 19, 2010

96.
Adding hotspots
<?php
$hotspots = array();
$hotspot = array(
'title' => 'Restaurant Eberhard Ludwig',
'line2' => '',
'line3' => '',
'line4' => '',
'attribution' => 'Footnote',
'lat' => (int)(48.8 * 1000000.0),
'lon' => (int)(9.2 * 1000000.0)
);
$hotspots[] = $hotspot;
?>
Thursday, August 19, 2010

97.
World Geodetic System 1984
+Latitude
Latitude/Longitude: 37.78 / -122.42
-Latitude
-Longitude +Longitude
Thursday, August 19, 2010

98.
Playing with coordinates
<?php
$lat = $_GET['lat'];
$lon = $_GET['lon'];
$hotspot = array(
'title' => 'Sticky POI',
'line2' => 'It sits right',
'line3' => 'next to you',
'line4' => '',
'attribution' => 'footnote',
'lat' => (int)($lat + 0.0005) * 1000000.0),
'lon' => (int)($lon * 1000000.0)
);
?>
Thursday, August 19, 2010

99.
Adding actions
Go to website
Thursday, August 19, 2010

100.
Adding actions
<?php
$hotspot = array(
'title' => 'Bäckerei Blank',
...
'actions' => array(
array(
'label' => 'Go to website',
'uri' => 'http://www.hoppala.eu'
)
)
);
?>
Thursday, August 19, 2010

101.
Adding audio
Thursday, August 19, 2010

102.
Adding audio
<?php
$hotspot = array(
'title' => 'Bäckerei Blank',
...
'actions' => array(
array(
'label' => 'Play song',
'uri' => 'audio://mydomain.com/song.mp3'
)
)
);
?>
Thursday, August 19, 2010

103.
Adding video
...WINVOLVE...
Thursday, August 19, 2010

104.
Adding video
<?php
$hotspot = array(
'title' => 'Quiznos store',
...
'actions' => array(
array(
'label' => 'Play video',
'uri' => 'video://mydomain.com/video.3gp'
)
)
);
?>
Thursday, August 19, 2010

105.
Auto trigger
Muzar.org
Thursday, August 19, 2010

106.
Auto trigger
Muzar.org
Thursday, August 19, 2010

107.
Auto trigger
<?php
$hotspot = array(
'title' => 'Splinter Cell',
...
'actions' => array(
array(
'label' => 'Play video',
'uri' => 'video://mydomain.com/explosion.3gp',
'autoTriggerRange' => 5,
'autoTriggerOnly' => true
)
)
);
?>
Thursday, August 19, 2010

108.
Berlin Wall 3D
Thursday, August 19, 2010

109.
Berlin Wall 3D
Thursday, August 19, 2010

110.
Adding 3D models
<?php
$hotspot = array(
...
'dimension' => 3,
'object' => array(
'baseURL' => 'http://mydomain.com/',
'full' => 'mymodel.l3d ',
'size' => 20 // tell client before loading model
),
'transform' => array(
'angle' => 0,
'rel' => FALSE,
'scale' => 10 // upscale model
)
);
?>
Thursday, August 19, 2010

111.
3D Model Converter
Thursday, August 19, 2010

112.
Berlin Wall 3D
Thursday, August 19, 2010

113.
More immersive experiences
© 2010, Layar B.V.
Thursday, August 19, 2010

114.
Background actions
POI interaction
Thursday, August 19, 2010

115.
Flexible refresh rate
Moving POIs
Thursday, August 19, 2010

116.
Action on entire layer
Place POIs
Thursday, August 19, 2010

117.
HOPPALA Goes Easter
Happy easter!
again!
Looking forward to see you
Thursday, August 19, 2010

118.
UI Customization
Focus on user experience
Thursday, August 19, 2010

119.
Animations
Oscillate
Texture animation
Rotate
Thursday, August 19, 2010

120.
Quiznos 3D animation
...WINVOLVE...
Thursday, August 19, 2010

121.
Quiznos 3D animation
...WINVOLVE...
Thursday, August 19, 2010

122.
Don‘t feel like coding?
© 2010, Layar B.V.
Thursday, August 19, 2010

123.
Layar CMS in the cloud
© 2010, Layar B.V.
Thursday, August 19, 2010

124.
www.hoppala.eu
Thursday, August 19, 2010

125.
www.hoppala.eu
Thursday, August 19, 2010

126.
Thank you!
Marc René Gardeya, CEO HOPPALA
www.layar.com/create
www.hoppala.eu
© 2010, Layar B.V.
Thursday, August 19, 2010

127.
Q&A
© 2010, Layar B.V.
Thursday, August 19, 2010