Generating revenues with mobile augmented reality june 17 2010

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Christine Perey

Presentation for Mobile 2.0 Europe

Tecnología Empresariales

Generating Revenues
with Mobile AR

Christine Perey
PEREY Research & Consulting

Graphic generated automatically by Personas http://personas.media.mit.edu/

The two industries in which I focus on
growing the adoption of mobile AR are
print/publishing and retail/commerce.

June 17th 2010 PEREY Research & Consulting 2

June 17th 2010 PEREY Research & Consulting 3

Agenda
• Primary revenue sources
• Case Studies and illustrations
– Source Focus on
– Objectives mobile
– Value chain consumer AR
– Metrics
• Second generation revenue sources
• ISMAR2010

June 17th 2010 PEREY Research & Consulting 4

Mobile AR Ecosystem

The Physical World
Merchants, Brands
The Digital World

Sensors on Mobile devices
Mobile AR
CONTENT
Providers/Publishers Packaging Delivery

Industry
Enablers
Providers of enabling
technology

June 17th 2010 PEREY Research & Consulting 5

The four sources

June 17th 2010 PEREY Research & Consulting 6

Data Carddas Supersentai Battle: Dice-O

June 17th 2010 PEREY Research & Consulting 8

Money Flow

Adaptation/Creation
Merchants, Brands

Packaging
Content
Delivery
Enablers
Providers of enabling
technology

This must not be counted as part of Mobile AR revenues

June 17th 2010 PEREY Research & Consulting 9

HYPER
The LOCAL (small) corporate
Global trend
• Britain
• the Netherlands
• United States
already have about 35
similar applications
using Layar

Coming soon
• other parts of Europe
• Russia
• Australia
• Korea
• Japan

http://www.MeilleursAgents.com
June 17th 2010 PEREY Research & Consulting 10

Funda Layer on Layar
• Layar launch partner (6/09)
– Show available properties
– Very attractive user interface
• Objectives
• To show innovation (PR)
• Developers of bare land
• All data is maintained by Funda
• 95% of all properties in NL
• One year anniversary June 18!
http://www.youtube.com/watch?v=b64_16K2e08

June 17th 2010 PEREY Research & Consulting 11

Money Flow (AR Browser)
Local publisher
Local corporation Content Packaging
Development

Delivery

Enablers
Providers of enabling technology

This must not be counted as part of Mobile AR revenues

June 17th 2010 PEREY Research & Consulting 12

Money Flow (with app)

Local corporation

Packaging Delivery
Enablers
Providers of enabling
technology

This must not be counted as part of Mobile AR revenues

June 17th 2010 PEREY Research & Consulting 13

Cultural heritage, Public services,
Education

Source: http://www.xrez.com/

June 17th 2010 PEREY Research & Consulting 14

Money Flow

Content provider

Packaging Delivery
Enablers
Providers of enabling
technology

This must not be counted as part of Mobile AR revenues

June 17th 2010 PEREY Research & Consulting 15

End users

LocFinder Nearest Tube
$0.99 £1.19 (similar apps for $1.99)

Pocket Universe
$2.99

June 17th 2010 PEREY Research & Consulting 16

Money Flow

Content provider

Packaging Delivery
Enablers
Providers of enabling
technology

A part of this may be included as part of Mobile AR Revenues

June 17th 2010 PEREY Research & Consulting 17

Pay for Layer (End User pays)

• Content provider is a Layar
“publisher”

• 60% of the purchase price
goes to the publisher

• One time or recurring
(subscription service)

June 17th 2010 PEREY Research & Consulting 18

Money Flow

Content provider
Layar
(packaging and Delivery
platform)
Billing system
provider

All of this is Mobile AR Revenues

June 17th 2010 PEREY Research & Consulting 19

Second generation revenue streams
• Advertising
– When there are sufficient eyeballs
– User generated content (Social AR)
• Future
– Selling statistics about user behavior
– Derivatives (%) from sales within the mobile AR applications

June 17th 2010 PEREY Research & Consulting 20

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!!

June 17th 2010 PEREY Research & Consulting 21

COEX Seoul, Korea
October 13-16, 2010
June 17th 2010 PEREY Research & Consulting 22

@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

June 17th 2010 PEREY Research & Consulting 23

Want to find out more?
AR continues what the Internet began
Christine Perey
cperey@perey.com
+41 79 436 68 69
+1 (617) 848-8159

June 17th 2010 PEREY Research & Consulting 24

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Generating revenues with mobile augmented reality june 17 2010

1. Generating Revenues with Mobile AR Christine Perey PEREY Research & Consulting

2. Graphic generated automatically by Personas http://personas.media.mit.edu/ The two industries in which I focus on growing the adoption of mobile AR are print/publishing and retail/commerce. June 17th 2010 PEREY Research & Consulting 2

3. June 17th 2010 PEREY Research & Consulting 3

4. Agenda • Primary revenue sources • Case Studies and illustrations – Source Focus on – Objectives mobile – Value chain consumer AR – Metrics • Second generation revenue sources • ISMAR2010 June 17th 2010 PEREY Research & Consulting 4

5. Mobile AR Ecosystem The Physical World Merchants, Brands The Digital World Sensors on Mobile devices Mobile AR CONTENT Providers/Publishers Packaging Delivery Industry Enablers Providers of enabling technology June 17th 2010 PEREY Research & Consulting 5

6. The four sources June 17th 2010 PEREY Research & Consulting 6

7. 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 June 17th 2010 PEREY Research & Consulting 7

8. Data Carddas Supersentai Battle: Dice-O June 17th 2010 PEREY Research & Consulting 8

9. Money Flow Adaptation/Creation Merchants, Brands Packaging Content Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues June 17th 2010 PEREY Research & Consulting 9

10. HYPER The LOCAL (small) corporate Global trend • Britain • the Netherlands • United States already have about 35 similar applications using Layar Coming soon • other parts of Europe • Russia • Australia • Korea • Japan http://www.MeilleursAgents.com June 17th 2010 PEREY Research & Consulting 10

11. Funda Layer on Layar • Layar launch partner (6/09) – Show available properties – Very attractive user interface • Objectives • To show innovation (PR) • Developers of bare land • All data is maintained by Funda • 95% of all properties in NL • One year anniversary June 18! http://www.youtube.com/watch?v=b64_16K2e08 June 17th 2010 PEREY Research & Consulting 11

12. Money Flow (AR Browser) Local publisher Local corporation Content Packaging Development Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues June 17th 2010 PEREY Research & Consulting 12

13. Money Flow (with app) Local corporation Packaging Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues June 17th 2010 PEREY Research & Consulting 13

14. Cultural heritage, Public services, Education Source: http://www.xrez.com/ June 17th 2010 PEREY Research & Consulting 14

15. Money Flow Content provider Packaging Delivery Enablers Providers of enabling technology This must not be counted as part of Mobile AR revenues June 17th 2010 PEREY Research & Consulting 15

16. End users LocFinder Nearest Tube $0.99 £1.19 (similar apps for $1.99) Pocket Universe $2.99 June 17th 2010 PEREY Research & Consulting 16

17. Money Flow Content provider Packaging Delivery Enablers Providers of enabling technology A part of this may be included as part of Mobile AR Revenues June 17th 2010 PEREY Research & Consulting 17

18. Pay for Layer (End User pays) • Content provider is a Layar “publisher” • 60% of the purchase price goes to the publisher • One time or recurring (subscription service) June 17th 2010 PEREY Research & Consulting 18

19. Money Flow Content provider Layar (packaging and Delivery platform) Billing system provider All of this is Mobile AR Revenues June 17th 2010 PEREY Research & Consulting 19

20. Second generation revenue streams • Advertising – When there are sufficient eyeballs – User generated content (Social AR) • Future – Selling statistics about user behavior – Derivatives (%) from sales within the mobile AR applications June 17th 2010 PEREY Research & Consulting 20

21. 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!! June 17th 2010 PEREY Research & Consulting 21

22. COEX Seoul, Korea October 13-16, 2010 June 17th 2010 PEREY Research & Consulting 22

23. @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 June 17th 2010 PEREY Research & Consulting 23

24. Want to find out more? AR continues what the Internet began Christine Perey cperey@perey.com +41 79 436 68 69 +1 (617) 848-8159 June 17th 2010 PEREY Research & Consulting 24

Generating revenues with mobile augmented reality june 17 2010

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