The document discusses strategies for generating revenues from mobile augmented reality (AR), focusing on the print/publishing and retail/commerce industries. It outlines four primary sources of revenue, the importance of clarifying business objectives, and the need for clear metrics in value chains. Additionally, it emphasizes cautious revenue forecasting and highlights the growth potential of mobile AR applications across various global markets.

1. Genera&ng Revenues
with Mobile AR
Chris&ne Perey
PEREY Research & Consul&ng

2. Graphic generated automa&cally by Personas hGp://personas.media.mit.edu/
The two industries in which I focus on
growing the adop&on of mobile AR are
print/publishing and retail/commerce.
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3. June 17th 2010 PEREY Research & Consul&ng 3

4. Agenda
• Primary revenue sources
• Case Studies and illustra&ons
– Source
– Objec&ves
– Value chain
– Metrics
• Second genera&on revenue sources
• ISMAR2010
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5. Mobile AR Ecosystem
The Physical World
Merchants, Brands
The Digital World
Sensors on Mobile devices
Mobile AR Industry
CONTENT
Providers/Publishers Packaging
Delivery
Enablers
Providers of enabling
technology
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6. The four sources
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7. The BIG brand
• Part of a cross‐media
campaign to increase
purchases
– Be and stay top of mind
– Provide u&lity or fun
• Lower costs
– Increased sa&sfac&on
– Lower product returns
• They contract out projects
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8. Data Carddas Supersentai BaGle: Dice‐O
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9. Money Flow
Content Adapta&on/
Merchants, Brands
Packaging
Crea&on
Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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10. HYPER
The LOCAL (small) corporate
Global trend
• Britain
• the Netherlands
• United States
already have about 35
similar applica&ons using
Layar
Coming soon
• other parts of Europe
• Russia
• Australia
• Korea
• Japan
hGp://www.MeilleursAgents.com
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11. Funda Layer on Layar
• Layar launch partner (6/09)
– Show available proper&es
– Very aGrac&ve user interface
• Objec&ves
• To show innova&on (PR)
• Developers of bare land
• All data is maintained by Funda
• 95% of all proper&es in NL
• One year anniversary June 18!
hGp://www.youtube.com/watch?v=b64_16K2e08
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12. Money Flow (AR Browser)
Local corpora&on
(performed development internally)
Delivery
Enablers
Providers of enabling technology
This must not be counted as part of Mobile AR revenues
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13. Money Flow (with app)
Local corpora&on
Packaging
Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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14. Cultural heritage, Public services,
Source: hGp://www.xrez.com/
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15. Money Flow
Content provider
Packaging
Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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16. End users
LocFinder Nearest Tube
$0.99 £1.19 (similar apps for $1.99)
Pocket Universe
$2.99
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17. Money Flow
Content provider
Packaging
Delivery
Enablers
Providers of enabling
technology
A part of this may be included as part of Mobile AR Revenues
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18. Pay for Layer (End User pays)
• Content provider is a Layar
“publisher”
• 60% of the purchase price
goes to the publisher
• One &me or recurring
(subscrip&on service)
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19. Money Flow
Content provider
Layar (packaging
and plaoorm) Delivery
Billing system
provider
All of this is Mobile AR Revenues
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20. Second genera&on revenue streams
• Adver&sing
– When there are sufficient eyeballs
– User generated content (Social AR)
• Future
– Selling sta&s&cs about user behavior
– Deriva&ves (%) from sales within the mobile AR applica&ons
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21. Summary
• Businesses must clarify their objec&ves
• Four sources of revenue
– Someone always has to pay
• Value chains
– Currently missing the metrics
• Sizing of market should not include value of content or
products
– Approach revenue forecasts with cau&on!!
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22. COEX Seoul, Korea
October 13‐16, 2010
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23. MOBILE
Augmented @ISMAR2010
Reality
SUMMIT
• Mobile Magic Wand Workshop @ ISMAR2009
– hGp://www.ismar‐society.org/ismar2009/mobilewand.php
• Mobile Augmented Reality Summit and Showcase
@MWC2010
– hGp://www.perey.com/MobileARSummit/Outcomes.html
• Par&cipants will prepare posi&on papers
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24. Want to find out more?
AR con'nues what the Internet began
Chris&ne Perey
cperey@perey.com
+41 79 436 68 69
+1 (617) 848‐8159
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