The document discusses the history and future of augmented reality technology. It notes that AR went through similar adoption phases to multimedia in the 1990s, gaining traction in 2009 and seeing massive growth and distribution in smartphones between 2009-2013. The document outlines the opportunities for AR content from brands, developers and users on the Layar open platform. It provides examples of AR layers for entertainment, art and games. It concludes by thanking the reader and promoting the company Hoppala and its founder.

1. www.hoppala.eu
Marc René Gardeya, Founder and CEO

2. Mobile
Augmented Reality
Mass Market and
Business Opportunities

3. Augmented Reality
is to become the new
Mass Medium

4. History repeating
Mass adoption
New medium
New devices

5. 1994 - Multimedia PC
Multimedia
Devices

6. 1995 - Rich Local Content
Multimedia Rich Local
Devices Content

7. 1996
New Medium Gains Traction
Multimedia Rich Local New Medium
Devices Content Gains Traction

8. 1996 - Curated Ecosystem
Multimedia Rich Local New Medium Curated
Devices Content Gains Traction Ecosystem

9. 1997 - Massive Distribution
Multimedia Rich Local New Medium Curated Massive
Devices Content Gains Traction Ecosystem Distribution

10. 1998
Medium Specific Content
Multimedia Rich Local New Medium Curated Massive Medium
Devices Content Gains Traction Ecosystem Distribution Specific Content

11. 1998 - Mass Market
Multimedia Rich Local New Medium Curated Massive Medium Mass Market
Devices Content Gains Traction Ecosystem Distribution Specific Content Adoptation

12. 2008 - Multimedia Phone
Multimedia
Devices

13. 2009 - Rich Local Content
Multimedia Rich Local
Devices Content

14. 2009
New Medium Gains Traction
Multimedia Rich Local New Medium
Devices Content Gains Traction
Layer developed by Hoppala

15. 2010 - Curated Ecosystem
Multimedia Rich Local New Medium Curated
Devices Content Gains Traction Ecosystem

16. 2010 - Massive Distribution
AR Phones sold
2009: 10 Mio.
2010: 180 Mio.
2011: 400 Mio.
2013: 1.300 Mio
Massive
Distribution
Multimedia Rich Local New Medium Curated Massive
Devices Content Gains Traction Ecosystem Distribution

17. 2010
Medium Specific Content
Happy easter!
again!
Loo king forward to see you
Multimedia Rich Local New Medium Curated Massive Medium
Devices Content Gains Traction Ecosystem Distribution Specific Content

18. ??? - Mass Market
Now is the time
to start developing!
Multimedia Rich Local New Medium Curated Massive Medium Mass Market
Devices Content Gains Traction Ecosystem Distribution Specific Content Adoptation

19. Layar Open Platform
Brands & Content
Developers Users

20. Worlds Largest Platform
500 layers published
2.000 layers in development
3.000 content creators worldwide
1.500.000 downloads
Android & iPhone

21. Layar Distribution
Global preinstallation
Tens of millions of phones with Layar
preinstalled already in the shops
#1 in all markets except Japan (#2)

22. Best practices

23. City marketing
Layer developed by NAi / IN10

24. Entertainment
Layer developed by AugmentReality

25. Art
Chris Manzione: „Key element of our layer is that the objects are site-specific. This
is different than most other digital media that can be easily transfered and shared.
This requires the users presence and interaction with the site itself.“
Layer developed by Superimpose / VPAP

26. Ubisoft‘s Splintercell
Layer developed by Muzar.org

27. www.hoppala.eu

28. Easter Greetings
Place 3D easter eggs from web and mobile
Leave a message
for your friend
Happy easter!
again!
Looking forward to see you
Layer developed by Hoppala

29. Berlin Wall
Layer developed by Hoppala / Superimpose

30. THANK YO U!
www.hoppala.eu
Marc René Gardeya, Founder and CEO