© 2010, Layar B.V.
AR and the Mass Market Business Opportunity
Maarten Lens-FitzGeraldCo-founder
© 2010, Layar B.V.
Augmented Reality is a new Mass Mediumsimilar to a story you have heard before
emerging
© 2010, Layar B.V.
My first website
© 2010, Layar B.V.
Some time ago ...
World Wide Weba medium designed around the PC
Curated eco-system
Media specific content
New medium gains traction
Massive distribution
1994 - 1998
© 2010, Layar B.V.
An emerging mass medium
2009 - 2010
Augmented Realitya medium designed around mobile
Curated eco-system
Media specific content
New medium gains traction
Massive distribution
© 2010, Layar B.V.
A mass market opportunity(X1.000.000 devices)
0
300
600
900
1200
1500
2010 2011 2012 2013
174
315
467
674
183
498
957
1455
Based on: Gartner & Macquarie
Total addressable market in 2013: 1.4 billion phonesWith a 24 month lifetime of devices
2013:45% smartphones of which 95% are Layar capable
Total addressable MarketLayar capable
© 2010, Layar B.V.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
0 12 24 36 48
Layar user growth is acceleratingNumber of first Layar launches & weeks since launch
© 2010, Layar B.V.
The Layar AR platform
2.000.000 Users
3500+ Developers700+ Layers Published
2.400.000 augmented objects served everys day
© 2010, Layar B.V.
‘Where is ...’
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Live & Dynamic information
Layer developed by NAi/ IN10
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Insights
Layer developed by Hoppala
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Commerce
Layer developed by HoppalaLayer developed by HSPC
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Stories & GamesLayer developed by Muzar & Blutarsky
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Build a business with LayarLooking for developers
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There is Reach
Global deal signed Pre-installed in NL US prime time advertising Announced
© 2010, Layar B.V.
There are Tools
APIDynamic and Live dataAuthentication3D, auto-triggersRich Interaction
Tools & SupportStatisticsOpenSource toolsLayar Partner NetworkWikiGoogle GroupsSupport desk
Premium Content- Multiple currencies, languages- Statistics- Taxes and Administration
PublishingMultiple Operating SystemsMultiple languages
other payment methods and providers to follow
© 2010, Layar B.V.
0
100
200
300
400
500
600
700
800
0 12 24 36 48
There is Demand
Number of layers & weeks since launch
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There are Precedents:
1. working business models2. getting funded3. hiring people4. advertising their business
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Live today: Version 3.5 with Real time location based search
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Situation Awareness
Context
UnknownKnown
object
Influence
Layar Search Stream
Knowing what is unknown, Analyzing what is relevant, presenting it via Stream, experiencing it in AR
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Less drama for every day use
© 2010, Layar B.V.
1. AR is an emerging mass medium & market2. Users & Industry Deals 3. Big Brands on Board4. Platform, Community & Good Business5. Moving from Novelty to Utility
© 2010, Layar B.V.
1. Product market fit with users2.Product market fit with developers & publishers3.Product market fit with device manufacterers and operators
3 x product market fit
© 2010, Layar B.V.
A chanceLeonard Kleinrock with the first node of the ARPANET Tim Berners-Lee, inventor of the WWW
Steve Feiner, the first mobile augmented reality systemMartin Cooper inventor of the mobile phone
© 2010, Layar B.V.
A chance to build a new mass medium,
posper together,one layer at a time
www.layar.com/createPhoto’s: Nasa
© 2010, Layar B.V.
Thank [email protected]
http://www.flickr.com/photos/sinkdd/3016118556/sizes/o/Background image:
