christine perey's presentation at emerging communication conference & awards 2010 america
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Please see corresponding blog http://blog.eComm.ecTRANSCRIPT
Generating Revenues with Mobile AR
Christine PereyPEREY Research & Consulting
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Agenda
• Primary revenue sources• Case Studies and illustrations– Source– Objectives– Value chain– Metrics
• Second generation revenue sources• ISMAR2010
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CONTENT Providers/Publishers Packaging Delivery
Enablers Providers of enabling
technology
Merchants, Brands
The
Phys
ical
Wor
ldSe
nsor
s on
Mob
ile d
evic
es
The
Dig
ital W
orld
Mobile AR Ecosystem
Mobile AR Industry
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The four sources
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The BIG brand
• Part of a cross-media campaign to increase purchases– Be and stay top of mind– Provide utility or fun
• Lower costs– Increased satisfaction– Lower product returns
• They contract out projects
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Data Carddas Supersentai Battle: Dice-O
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Packaging Delivery
Enablers Providers of enabling
technology
Merchants, Brands
Money Flow
This must not be counted as part of Mobile AR revenues
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The LOCAL (small) corporateGlobal trend • Britain• the Netherlands• United States already have about 35 similar applications using Layar
Coming soon • other parts of Europe• Russia• Australia• Korea • Japan
HYPER
http://www.MeilleursAgents.com4/21/2010
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Local corporation
Packaging Delivery
Enablers Providers of enabling
technology
Money Flow
This must not be counted as part of Mobile AR revenues
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Cultural heritage, Public services, Education
Source: http://www.xrez.com/
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Content provider
Packaging Delivery
Enablers Providers of enabling
technology
Money Flow
This must not be counted as part of Mobile AR revenues
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End users
Pocket Universe$2.99
Nearest Tube£1.19 (similar apps for $1.99)
LocFinder$0.99
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Content provider
Packaging Delivery
Enablers Providers of enabling
technology
Money Flow
A part of this may be included as part of Mobile AR Revenues
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Second generation revenue streams
• Advertising– When there are sufficient eyeballs– User generated content (Social AR)
• Pay per layer – Embedded commercial services in the AR Browser
• Future– Selling statics about user behavior – Derivatives (%) from sales within the mobile AR applications
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Summary
• Businesses must clarify their objectives• 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 caution!!
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COEX Seoul, KoreaOctober 13-16, 2010
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@ISMAR2010
• Mobile Magic Wand Workshop @ ISMAR2009– http://www.ismar-society.org/ismar2009/mobilewand.php
• Mobile Augmented Reality Summit and Showcase @MWC2010– http://www.perey.com/MobileARSummit/Outcomes.html
• Participants will prepare position papers
MOBILE
SUMMIT
AugmentedReality
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Christine [email protected]+41 79 436 68 69
+1 (617) 848-8159
Want to find out more? AR continues what the Internet began
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