layar augmented reality - the birth of a new medium
DESCRIPTION
The birth of the medium of Augmented Reality has many parallels with the birth of the 'previous' mass medium: the web. This presentation shows the different stages in the development of both media.Presentation given by Matt Miesnieks at the eComm AR conference in San Francisco; and by Claire Boonstra at the Location Business Summit in Amsterdam.TRANSCRIPT
© 2010, Layar B.V.
Claire BoonstraCo-founder
@claireboo
The AR Mass-MarketOpportunity:
The Birth of a New MediumMatt Miesnieks
Business Development
@mattmiesnieks
© 2010, Layar B.V.
A story you’ve heard before....
New devices
New medium
Mass adoption
© 2010, Layar B.V.
1994... MultiMedia PCs
Multimedia Devices
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Devices with amazing new abilities launched into a market fed-up with text displays & a poor UI.
• Graphical OSs• Audio• Video• CD-ROM• Dial Up Modem• New User Input Methods
1994... MultiMedia PCs
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1995... Rich CD-Rom Content
Multimedia Devices
Rich Local Content
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• The content was:• Created especially for these devices• Locally Executed (on the device)• Everything from previous medium into one place• Store Bought• Excited Advertisers• Controlled Environment• Hyped by Apple as the saviour to the current
Media Industry!
• Print Medium & Business Model forced onto the PC
1995... Rich CD-Rom Content
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1996... New Medium Gains Traction
Multimedia Devices
Rich Local Content
New Medium Gains Traction
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• Web: The New Medium for the Connected PC
• First websites:• “BrochureWare”• Catalog based Discovery• Concerns (credit card security, poor multi-media,
low bandwidth etc)• Crude layouts• Hobbyist playground, not businesses
• Print Medium & Business Model forced onto the PC
1996... New Medium Gains Traction
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1996... Curated Eco-System
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
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Netscape curated the entire early web eco-system:• Browser• Publishing Servers• Portal• Content Discovery• Standards Development
• Provided everything needed to experience the medium
• Other competitive browsers
1996... Curated Eco-System
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1997... Massive Distribution
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
Massive Distribution
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• New way to sell more products • For Device Manufacturers & Network Providers• Windows PC’s with modems, dial-up access
• Pre-Installed Browsers• Competitive Access Providers
1997... Massive Distribution
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1998... Medium Specific Content
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
Massive Distribution
Medium Specific Content
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• Early Investment by Leading Developers
• Emerging Understanding of Business Models
• Leading content investors & learners are still the market leaders today
• Medium allowed content which already existed to be experienced in entirely new ways
• Microsoft Encarta vs Wikipedia
1998... Medium Specific Content
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1998... Mass Market Adoption
Multimedia Devices
Rich Local Content
Mass Market Adoption
New Medium Gains Traction
Curated Eco-System
Massive Distribution
Medium Specific Content
© 2010, Layar B.V.
A little bit of history repeating....
New devices
New medium
Mass adoption
© 2010, Layar B.V.
2007... MultiMedia Phones
Multimedia Devices
© 2010, Layar B.V.
• Amazing New Abilities • Create Content• Consume Content• Phones Launched with
• Graphical OSs• Audio• Video• Externally loaded content• New User Input Methods
2007... MultiMedia Phones
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2008... Rich App Content
Multimedia Devices
Rich Local Content
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• Locally Executed • Store Bought• Excited Advertisers• Controlled Environment• Hyped by Apple!• We developed new types of Content
• Web Content Business Models forced onto the Phone
2008... Rich App Content
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2009... New Medium Gains Traction
Multimedia Devices
Rich Local Content
New Medium Gains Traction
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• First AR content: “BrochureWare”• Upload static POI databases into AR• “Where Is?” services
• Catalog based Discovery
• Mobile AR: the MOBILE Medium• not an App or a technology• needs a Mobile to work.• only medium that uses every capability of phone
2009... New Medium Gains Traction
© 2010, Layar B.V.
2010... Curated Eco-System
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
© 2010, Layar B.V.
• Browser• Publishing Servers• Portal• Content Discovery• Standards Development• Leading companies provided everything that users
and companies needed to experience the medium• Lots of competition in the browser space
2010... Curated Eco-System
© 2010, Layar B.V.
2010... Massive Distribution
Massive Distribution
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
Massive Distribution
© 2010, Layar B.V.
• Pre-Installed Browsers• Competitive Access Providers• 2009 Layar installed on about 10% of ARphones
via AppStore only, no marketing
• 2010 Layar Adoption by Distribution partners• Samsung Global• LG • Verizon• Sprint• many more to be announced
2010... Massive Distribution
© 2010, Layar B.V.
• AR-capable phone growth • 10m in 2009• 180m in 2010• 400m in 2011• 1.3B by 2013
Massive Distribution Growth
Source: Gartner, Macquarie
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Right Now! Medium Specific Content
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
Massive Distribution
Medium Specific Content
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Buildings you can’t see (yet)
Layer developed by NAi/ IN10
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Beatles Magical AR tour
Layer developed by AugmentReality
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Virtual Public Art Project
Layer developed by Superimpose/ VPAP
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Ubisoft’s Splintercell
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AR flashmob
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• Early Investment by Leading Developers• Emerging Understanding of Business Models• Developing services -> developing Experiences• Learning & ongoing development
• Developer community• Promoting & curating what is working• Payment platforms• Richer AR modelling• More interaction, sharing & engagement• Analytics & reporting• Technology consolidation
Medium Specific Content
© 2010, Layar B.V.
How Soon?... Mass Market Adoption
Multimedia Devices
Rich Local Content
New Medium Gains Traction
Curated Eco-System
Massive Distribution
Medium Specific Content
Mass Market Adoption
© 2010, Layar B.V.
• AR poised to breakout• Everything is in place• Now is the time to start developing - invest Marketing
R&D into the Layar platform
• Early Web Content leaders are now worth more than the Early Web Platform providers!
Mass Market Adoption?
© 2010, Layar B.V.
Worlds Largest AR Community
500+ Layers Published2000+ Layers in Testing
3000 Developers1.6m+ Users
#1 in Every Market except Japan (#2)
© 2010, Layar B.V.
And remember...
By the end of 1993, there were 623 websites By mid-1994 there were 2738
by the end of the year, more than 10,000
according to a study by MIT Researcher Matthew Gray
© 2010, Layar B.V.
Healthy EcosystemLayer developers are today:
making moneygetting fundedhiring people
advertising their businessbuilding new businesses
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To get involved
layar.com/create
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Save the date: June 18th, 2010
Amsterdam
Layar NEXT event
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Q&A
Thank [email protected]
twitter: @claireboo
http://www.flickr.com/photos/kayveeinc/3900795843/
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