This presentation aims to support Layar developers in generating business with layer creation. All the information provided in this presentation may be used to create your own sales pitch.

1. Layar sales support information
for developers
Generating business using the world’s leading augmented reality platform
May 2011

2. Contents
• Purpose of this slideset
• Augmented Reality general information
• Layar video
• Why choose Layar?
• Inspiration
• Market research
• Layar key figures
• Layar company information
© Layar 2011

3. Purpose of this slideset
© Layar 2011

4. Purpose of this slideset
• In the Layar ecosystem, augmented reality experiences are
created by thousands of active developers
• This slide set aims to support these developers to generate
business with Layar
• All the information and material in this slide set may be used
by developers to create their own sales presentations, as long
as the source is mentioned
• This slide set contains hints & tips for developers and links to
useful information. It’s not a standalone presentation as such.
© Layar 2011

5. Augmented Reality general information
© Layar 2011

6. Different ways to introduce AR
• When talking about AR in general, there are different ways to
introduce the topic to your audience
• Choose a story line that fits with your audience and your own
ideas to build your presentation
• Two example story lines:
1. Focus on technology and different AR types
2. Focus on future vision (towards AR goggles)
© Layar 2011

7. 1. Focus on technology
• There are two types of AR
1. Marker-based
• using special markers to overlay digital content
2. Marker-less
• using GPS location information , or
• using “real world” objects to overlay digital content through
object or image recognition
© Layar 2011

8. Mobile AR: smartphone requirements
GPS Accelerometer
Where am I? How is my phone oriented in the world?
Compass Gyroscope (optional)
In which direction am I looking? To provide a smoother experience
Camera Internet connectivity
What do I see in the real world? To connect to the digital world
© Layar 2011

9. 2. Focus on future vision
• At Layar we believe AR is not just a technology, but a new
medium
• Like TV and Internet, AR will be a mass medium
• Please check our vision about this next mass medium in a
separate presentation on Slideshare
© Layar 2011

10. AR market size
• Augmented Reality is still in its infancy, and its difficult to
estimate the market size
• ABIresearch estimates that the market size of mobile AR will
grow from $21 million in 2010 to $3 billion in 2016
© Layar 2011

11. Layar video
© Layar 2011

12. Layar video
• Watch the Layar video on YouTube
• Download the video from the Layar website
© Layar 2011

13. Why choose Layar?
© Layar 2011

14. Why choose Layar?
• Layar is not just an app, but an open platform with many
possibilities
• With Layar, developers can easily tap into the great
opportunities of augmented reality
• Layar has the biggest reach of all AR browsers (see next slide)
© Layar 2011

15. Download figures from Android market
March 2011
# of downloads Rating
Layar 1M - 5M
Wikitude 500k - 1M
Junaio 100k - 500k
© Layar 2011

16. Layar USP’s
• Largest reach in mobile AR
• Open platform, free to use
• Healthy ecosystem
• Active developer community
• Support for multiple mobile platforms
• AR for your own iPhone app (with Layar Player)
• Extensive list of features (see next slide)
© Layar 2011

17. Layar features
• Support for 3D models
• Support for animated POIs
• Sharing to Facebook & Twitter
• Layer actions: call, email, share, web page
• Support for audio/video
• Gaming elements: autotriggers, relative POIs, point-to-point
• Layar Player (adding AR to your own iPhone app)
• Payment platform (with PayPal)
© Layar 2011

18. Inspiration
© Layar 2011

19. Showcases
• Check showcases on the Layar website
• Read blog posts about cool layers on the Layar website
© Layar 2011

20. Ingredients of successful layers
Contextual relevance is key
User contexts
Search
Chronology
Waiting softener
Hyperlocal
Gaming
Social
Experience
UGC
Art
3D
© Layar 2011

21. Market research
© Layar 2011

22. “In the years to come, it will be a disruptive technology that changes the
way consumers interact with their environments”
Forrester, Mobile Augmented Reality - Dec 2010
“Consumer product strategists should benchmark innovation in this space very
carefully, conceive their mobile services as if the technology were already
mature, but integrate it very cautiously in their 2011 mobile road maps”
Forrester, Mobile Augmented Reality - Dec 2010
"Revenues from mobile AR, in the forms of AR games for handheld devices,
paid smartphone apps, in-app purchases, and in-app advertising for
smartphone apps, will grow from $21 million in 2010 to $3 billion in 2016"
ABIresearch, Mobile Augmented Reality - Jan 2011
© Layar 2011

23. “Samsung Electronics used Layar as the leading feature of many
advertisements for its hit smartphone model Galaxy S, last year’s top iPhone
rival, which generated revenues of $5 billion”
Reuters, AR you ready? - Jan 2011
“The biggest significance of mobile phones as media is that they have
increased our closeness to virtual reality.”
Toshinao Sasaki, Japanese writer and net culture guru - 2009
“So Augmented Reality is cool. Location is not. Location is one possible way
to trigger augmented reality but its location is not what makes it awesome,
it is the Augmented Reality part.”
The Insider’s Guide to Mobile, Tomi Ahonen - Jan 2011
© Layar 2011

24. Good sources for more information
• Tomi Ahonen Phone Book 2010 (€9.99)
• Tomi Ahonen Almanac 2011 (€9.99)
• The Netsize Guide 2010 (free)
© Layar 2011

25. Layar key figures
May 2011
© Layar 2011

26. Layar key figures
March 2011
• Number of active users: 1.5M
• Number of published layers: 2,150
• Number of supported languages: 15 (Dutch, Spanish, French, Italian, Cantonese, Simplified
Chinese, German, Greek, Russian, Portuguese, Turkish, Japanese, Swedish, Korean, Slovakian)
• Number of supported mobile platforms: 4 (Android, iPhone, Bada, Symbian)
© Layar 2011

27. Active users per country
India Italy China
Japan
4% 3% 3%
3%
Germany
6%
Spain
6%
Rest of world
United States
France United Kingdom
6%
Rest of world Netherlands
38% France
Spain
Netherlands
Germany
8% Japan
India
Italy
China
United Kingdom
9%
United States
© Layar 2011 14%

28. Usage per device OS
Android
Android iPhone
9.4%
iPhone
89.9%
Symbian
Bada
Note: Symbian client launched on March 2nd, 2011
© Layar 2011

29. Number of layers per country (top 10)
400
300
200
371
288 283
100
219
185
148 87 77
101 94
Canada
Japan
0 Germany
Italy
France
United Kingdom
International
Spain
Netherlands
United States
Find the layers in your own country in the Layar Catalog
© Layar 2011

30. Layar company information
© Layar 2011

31. About Layar
Launched in June 2009
Based in Amsterdam, NL
VC funded
60 people
Multiple award winner a.o.:
WEF Technology Pioneer
Deloitte Fast50 Most Disruptive Innovator
Netexplorateur Grand Prix
© Layar 2011

32. Follow us!
© Layar 2011

33. Thank you