Generating Revenues with Mobile AR

Christine PereyPEREY Research & Consulting

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

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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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CONTENTProviders/Publishers Packaging Delivery

EnablersProviders of enabling

technology

Merchants, Brands

The

Ph

ysic

al W

orl

dSe

nso

rs o

n M

ob

ile d

evic

es

The

Dig

ital

Wo

rld

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

EnablersProviders 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.com

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Local corporation

Packaging Delivery

EnablersProviders 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

EnablersProviders 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

EnablersProviders 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 statistics 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, Korea

October 13-16, 20104/21/2010 18PEREY Research & Consulting

ISMAR2010 Call for Papers

• http://www.ismar10.org/index.php/Submissions

• Deadlines

– Papers and Posters: May 14, 2010

– Workshops: June 1, 2010

– Tutorials and Demonstrations: May 17, 2010

• Tracking competition announcement: June 1

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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

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Christine Pereycperey@perey.com+41 79 436 68 69+1 (617) 848-8159

Want to find out more?AR continues what the Internet began

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