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Layar eComm 2010
- 1. The AR Mass-Market Opportunity Matt Miesnieks Head of Customer Development April 2010 @mattmiesnieks © 2010, Layar B.V.
- 2. A story you’ve heard before.... Mass adoption New medium New devices © 2010, Layar B.V.
- 3. 1994... MultiMedia PCs Multimedia Devices © 2010, Layar B.V.
- 4. 1995... Rich CD-Rom Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 5. 1996... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 6. 1996... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 7. 1997... Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 8. 1998... Medium Specific Content Medium Specific Content Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 9. 1998... Mass Market Adoption Mass Market Adoption Medium Specific Content Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 10. A little bit of history repeating.... Mass adoption New medium New devices © 2010, Layar B.V.
- 11. 2008... MultiMedia Phones Multimedia Devices © 2010, Layar B.V.
- 12. 2009... Rich App Content Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 13. 2009... New Medium Gains Traction New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 14. 2010... Curated Eco-System Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 15. 2010... Massive Distribution Massive Distribution Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 16. Right Now! Medium Specific Content Medium Specific Content Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 17. How Soon?... Mass Market Adoption Mass Market Adoption Medium Specific Content Massive Distribution Curated Eco-System New Medium Gains Traction Multimedia Rich Local Devices Content © 2010, Layar B.V.
- 18. Worlds Largest AR Community 1.6m+ Users 3000+ Developers 500+ Layers Published 2000+ Layers in Testing #1 in Every Market except Japan (#2) © 2010, Layar B.V.
- 19. Healthy Ecosystem Layer developers are today: making money getting funded hiring people advertising their business building new businesses © 2010, Layar B.V.
- 20. To get involved layar.com/create © 2010, Layar B.V.
- 21. Q&A Thank You matt@layar.com twitter: @mattmiesnieks Background image: http://www.flickr.com/photos/kayveeinc/3900795843/ © 2010, Layar B.V.
Notas del editor
- A few years ago, new devices were launched into a market fed-up with text displays & a poor UI. They had: Amazing New Abilities to Create Content & Consume Content PC’s Launched with - Graphical OSs - Audio - Video - CD-ROM - Dial Up Modem - New User Input Methods What do we do with all these Multiple New Types of Interaction in one place?
- New Rich Content was created especially for these new devices. Taking everything that was possible in the previous medium(s) into one place. The content was: Locally Executed on the device Store Bought Excited Advertisers Controlled Environment Hyped by Apple as the saviour to the current Media Industry! Is this the New Medium that Connected Multi-media PC’s cried out for? No! It was the Print Medium & Business Model forced onto the PC
- The New Medium for the Connected PC was the Web. The first sites were: BrochureWare (take the previous medium content & format it for the new medium) Prior Medium’s Ad Units Catalog based Discovery Many Pundit Concerns (credit card security, poor multi-media, low bandwidth etc) The Web was acknowledged as a Medium in itself. The Connected Multimedia PC Medium was useless without a PC. It was the only medium that was useless without a connected PC How does Print adapt? - Upload existing print brochures into HTML Catalogs & Lists help users find content Many concerns - no trust for ecommerce - crude layouts - hobbyist playground, not businesses - not enough standards No idea how companies engage with users
- Netscape did a lot more than create a browser, they curated the entire early web eco-system: Browser Publishing Servers Portal Content Discovery Standards Development They provided everything that users and companies needed to experience the medium There was lots of competition in the browser space (not just MSFT and Netscape)
- The interest in the New Medium was seen by Device Manufacturers & Network Providers as a way to sell more product (windows PC’s with modems, dial-up access) Pre-Installed Browsers Competitive Access Providers
- 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 (compare MSFT Encarta to Wikipedia)
- 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 (compare MSFT Encarta to Wikipedia)
- 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 (compare MSFT Encarta to Wikipedia)
- 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 (compare MSFT Encarta to Wikipedia)
- By 1998 Web had reached the Mass Market Note: Mobile is growing faster than the Web, into a larger user base
- Amazing New Abilities Create Content Consume Content Phones Launched with - Graphical OSs - Audio - Video - Externally loaded content - New User Input Methods What do we do with all these Multiple New Types of Interaction in one place?
- Locally Executed Store Bought Excited Advertisers Controlled Environment Hyped by Apple! We developed new types of Content Is this the New Medium? No! Web Content Business Models forced onto the Phone
- BrochureWare Prior Medium’s Ad Units Catalog based Discovery Many Pundit Concerns Mobile AR is the MOBILE Medium (not an App or a technology) - NEEDS a Mobile to work. Useless without a mobile - ONLY medium that uses EVERY capability of the mobile (and at the same time) How does the Web adapt? - Upload static POI databases into AR - “Where Is?” services Catalogs & Lists help users find content Many pundit concerns - location not accurate enough - crude layouts - hobbyist playground, not businesses - not enough standards No idea how companies engage with users
- 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
- Pre-Installed Browsers Competitive Access Providers 2009 Layar installed on about 10% of ARphones via AppStore only, no marketing 2010 Amazing Adoption by Distribution partners - Verizon - Sprint - Samsung Global - LG - many many more TBA ARphone growth (gartner + macquarie) - 10m in 2009 - 180m in 2010 - 400m in 2011 - 1.3B by 2013
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- Early Investment by Leading Developers Emerging Understanding of Business Models Moving from developing services to developing Experiences Developing & testing business models Learning from the largest developer community, promoting & curating what is working Literally thousands of new ideas being seen each month (100+ new developers a week) Sharing our learnings with our developer community Feeding our learnings back into our product - richer AR modelling - more interaction, sharing & engagement - payment platforms - analytics & reporting - technology consolidation
- AR poised to breakout Everything is in place Now is the time to start developing - distribution - AR technology Early Web Content leaders are now worth more than the Early Web Platform providers! Now is the time to invest Marketing R&D into the Layar platform
- 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.