Claire Boonstra
     Co-founder
@claireboo on twitter

    April 15th 2010
                        © 2010, Layar
         ...
Layar Reality Browser




                        © 2010, Layar
                            B.V.
Layar Reality Browser




                        © 2010, Layar
                            B.V.
Layar is an open platform

               Brands & Content




  Developers                      Users
                   ...
Layar - the company

    Founded in June 2009
     Based in Amsterdam
         3 founders
          32 people
   Funded: 2...
Layar - the platform
             500 layers published
          2000 layers in development
        3000 content creators ...
Examples and best
    practises:
     General

                    © 2010, Layar
                        B.V.
Hiroshima Peace Park




                       © 2010, Layar
                           B.V.
detailed info & play videos




                              © 2010, Layar
                                  B.V.
Buildings you can’t see (yet)




                       Layer developed by NAi/ IN10   © 2010, Layar
                    ...
Beatles Magical AR tour




                                                     © 2010, Layar
                 Layer deve...
Virtual Public Art Project




                   Layer developed by Superimpose/ VPAP   © 2010, Layar
                   ...
Avatar in your own Reality




                   Layer developed by ElipseAD   © 2010, Layar
                            ...
Run around
and collect them all




                       Layer developed by John Sietsma
                               ...
Ubisoft’s Splintercell




                         © 2010, Layar
                             B.V.
Examples and best
     practises
  for TV content

                    © 2010, Layar
                        B.V.
TV format   Reality


                  © 2010, Layar
                      B.V.
Car TV Show




how would the Lotus Cosworth look in your
               backyard?
                              Layer dev...
Harry Potter
                  in your
                 backyard



Play Quittich


                      Layer example   ...
Discover
                           Platform 93/4 ...




... at the nearest train
         station


                    ...
CSI in real life




          Layer example   © 2010, Layar
                              B.V.
SATC tour



 and learn where
Carrie bought her
    Manolo’s

                                © 2010, Layar
              ...
Outdoor x Augmented
      Reality


                      © 2010, Layar
                          B.V.
Connecting to advertising




   Outdoor poster
                            © 2010, Layar B.V.
Connecting to advertising




   Outdoor poster   Layar
                            © 2010, Layar B.V.
© 2010, Layar B.V.
Impact of AR on Outdoor
      • User rating: 7.7
      • 90%: use Layar more often when
          via outdoor campaign

  ...
TV formats




             © 2010, Layar B.V.
More than a functional
                tool

Situation Awareness               Focused Experiences
(360 degree, ambient)  ...
Augmented Reality is an
  Experience Medium


                          © 2010, Layar
                              B.V.
It is to become a
new Mass Medium


                     © 2010, Layar
                         B.V.
Samsung:
Global pre-installation
      agreement
Tens of millions of phones equipped with Layar,
               already in...
Samsung France TV ad




                       © 2010, Layar
                           B.V.
In summary
     Your own AR experience

        Healthy ecosystem

Unique engagement brands - users

     Connect TV with ...
Your AR experience on
       Layar?



                        © 2010, Layar
                            B.V.
Save the date:
June 18th, 2010
  Amsterdam

Layar NEXT event
                   © 2010, Layar
                       B.V.
Thank You
claire@layar.com
   @claireboo


             Background image:


 http://www.flickr.com/photos/duskblackwolf/425...
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Layar Augmented Reality Browser - presentation at MIPTV 2010

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Layar Augmented Reality browser's Claire Boonstra presented at MIPTV 2010 in Cannes.

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  • There are many players in the mobile ar arena today.

    Let me show you how mobile ar looks like on your handset using Layar. Layar is an augmented reality browser available for iPhone and Android phones - and it‘s free!
  • AR is a large field
    We at Layar have our own approach to foster the usage of mobile ar. We created the Layar open platform.

    No matter if you think about brand awareness, if you are a content provider, a developer or a user.

    Everybody can create its own Augmented Reality Experiences on top of Layar.






  • story-telling / guided tours

    42 POI
    2D and 3D images
    Streaming Video
    Auto-Triggers
    Educational
    Historical
    Fun!














  • TAB Worldmedia is working on a businesscase for Walt Disney in the Netherlands. We can't go into details right now but it involves a long term publicity concept with Disney and Pathe cinemas. It also involves Disneys new loyalty system 'Movie Minutes' and cross selling for DvD and Games via onlinestores like Amazon.
  • Consumer rating: 7.7 average, a relatively high score compared
    to regular (tv) advertising.

    - 90% would use Layar augmented reality more often when offered with
    outdoor advertising campaigns.

    - Experience layers can add value for outdoor advertising and create
    a unique brand experience.
  • TAB Worldmedia is working with EMMY award winning TV production
    agency Parklane (The Phone) on how to integrate Layar Augmented Reality
    in TV program formats.













  • Layar Augmented Reality Browser - presentation at MIPTV 2010

    1. 1. Claire Boonstra Co-founder @claireboo on twitter April 15th 2010 © 2010, Layar B.V.
    2. 2. Layar Reality Browser © 2010, Layar B.V.
    3. 3. Layar Reality Browser © 2010, Layar B.V.
    4. 4. Layar is an open platform Brands & Content Developers Users © 2010, Layar B.V.
    5. 5. Layar - the company Founded in June 2009 Based in Amsterdam 3 founders 32 people Funded: 2,5 million Euro © 2010, Layar B.V.
    6. 6. Layar - the platform 500 layers published 2000 layers in development 3000 content creators worldwide nearly 1,5 million downloads Available on Android and iPhone, Symbian to follow Pre-installation deals, incl Global (Samsung) © 2010, Layar B.V.
    7. 7. Examples and best practises: General © 2010, Layar B.V.
    8. 8. Hiroshima Peace Park © 2010, Layar B.V.
    9. 9. detailed info & play videos © 2010, Layar B.V.
    10. 10. Buildings you can’t see (yet) Layer developed by NAi/ IN10 © 2010, Layar B.V.
    11. 11. Beatles Magical AR tour © 2010, Layar Layer developed by AugmentReality B.V.
    12. 12. Virtual Public Art Project Layer developed by Superimpose/ VPAP © 2010, Layar B.V.
    13. 13. Avatar in your own Reality Layer developed by ElipseAD © 2010, Layar B.V.
    14. 14. Run around and collect them all Layer developed by John Sietsma © 2010, Layar B.V.
    15. 15. Ubisoft’s Splintercell © 2010, Layar B.V.
    16. 16. Examples and best practises for TV content © 2010, Layar B.V.
    17. 17. TV format Reality © 2010, Layar B.V.
    18. 18. Car TV Show how would the Lotus Cosworth look in your backyard? Layer developed by AugmentReality © 2010, Layar B.V.
    19. 19. Harry Potter in your backyard Play Quittich Layer example © 2010, Layar B.V.
    20. 20. Discover Platform 93/4 ... ... at the nearest train station © 2010, Layar B.V.
    21. 21. CSI in real life Layer example © 2010, Layar B.V.
    22. 22. SATC tour and learn where Carrie bought her Manolo’s © 2010, Layar B.V.
    23. 23. Outdoor x Augmented Reality © 2010, Layar B.V.
    24. 24. Connecting to advertising Outdoor poster © 2010, Layar B.V.
    25. 25. Connecting to advertising Outdoor poster Layar © 2010, Layar B.V.
    26. 26. © 2010, Layar B.V.
    27. 27. Impact of AR on Outdoor • User rating: 7.7 • 90%: use Layar more often when via outdoor campaign • 3D AR experiences add value & create a unique brand experience. Source: Synovate, April 2010 © 2010, Layar B.V.
    28. 28. TV formats © 2010, Layar B.V.
    29. 29. More than a functional tool Situation Awareness Focused Experiences (360 degree, ambient) Context (Third Party layers) © 2010, Layar B.V.
    30. 30. Augmented Reality is an Experience Medium © 2010, Layar B.V.
    31. 31. It is to become a new Mass Medium © 2010, Layar B.V.
    32. 32. Samsung: Global pre-installation agreement Tens of millions of phones equipped with Layar, already in the shop © 2010, Layar B.V.
    33. 33. Samsung France TV ad © 2010, Layar B.V.
    34. 34. In summary Your own AR experience Healthy ecosystem Unique engagement brands - users Connect TV with Reality Tens of millions of users in 2010 © 2010, Layar B.V.
    35. 35. Your AR experience on Layar? © 2010, Layar B.V.
    36. 36. Save the date: June 18th, 2010 Amsterdam Layar NEXT event © 2010, Layar B.V.
    37. 37. Thank You claire@layar.com @claireboo Background image: http://www.flickr.com/photos/duskblackwolf/4253592649/ © 2010, Layar B.V.

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