An AR mobile app called streetARtAPP gained traction without advertising, attracting over 25,000 unique users in 162 countries in its first month. It was promoted through blog posts and being featured as a Layar layer. While iPhones drove initial growth, Android now accounts for most Layar browser users. Creating apps and embedding the Layar player provides the deepest user engagement. The complexity of supporting multiple devices underscores the need for web and mobile apps alongside AR browsers.

1. how AR can attract
10s x thousands of users
From over 100 countries in
only a couple of weeks
Image credit a mobile AR casestudy by

3. We wanted to know if "great
25,000 people in
content" and "cool technology" 162 countries
alone would be enough to attract in one month
and engage return users?
the answer is
Could we gain traction
without a big ad budget
or brand? yes!
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4. BUT THINGS ARE
GETTING COMPLEX!!
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5. what is streetARtAPP.com?
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6. when
was
it
launched?
February
2011
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9. how
was it
promoted?
shameless
self promotion!
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10. how was it promoted?
Layar.
blog post
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11. how was it promoted
Layar
Featured
layer
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12. More than
25,000 unique users
in 162 countries
results in the Around 1,800
iPhone App downloads
first month?
200 engaged users each
with close to daily usage
in multiple locations
Today it's more than
130,000 unique users
In 194 countries!
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13. other street art apps?
All City

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15. What did we learn from this?
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16. the web has really broad reach
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17. mobiles have
taken that further
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19. but apps have
taken control
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20. iTunes has changed things
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21. mobile
AR browsers
add another
layer of
complexity
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22. AR is becoming a
“standard” feature
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24. but it needs supporting
web browser based
pc & mobile pages
and apps too
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25. multi-device web apps
provide the broadest and
richest reach of any media
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26. apps add depth and
greater potential for an
on-going relationship
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27. but apps
are defined
by their function
not their
distribution
format
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28. IPHONE APPS DELIVER FAST GROWTH
AND MORE ENGAGED REACH
THAN THE MOBILE WEB ALONE
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29. mobile AR
provides even faster
growth and reach
because it's cool!
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31. most Layar browser
users are on Android
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32. in mobile AR
Androids can outnumber iPhone users
by 4:1
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33. but the
Android userbase
has a split
personality

34. EMBEDDING LAYAR PLAYER
INTO APPS DELIVERS THE
DEEPEST ENGAGEMENT OF ALL
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35. complex much?!
devices we regularly cater for:
pc web
iPhone mobile web
iphone app
iPhone Layar WebView
Android mobile web
Android Layar WebView
iPad web
iPad app
other smartphones
plain old mobiles
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36. the web has leaked out of the browser
the internet has leaked into the real world
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37. streetARtAPP was built
using the buildAR platfor m

38. now anyone can create
rich mobile AR experiences
using buildAR.com

39. • Easy to use web based application for • Powerful animation configuration
creating AR • Support for actions
• Layer editor with real-time preview • Automatic Layar browser version support
• Multiple format data importing (csv, kml, • Publish to Layar with a single click - no
georss & geojson) programming or other developer accounts
• Automatic image transcoding with preview required
features
• Image & 3D based marker support