Generating Revenues with Mobile Augmented Reality

Genera&ngRevenueswithMobileAR

Chris&nePereyPEREYResearch&Consul&ng

June17th2010 PEREYResearch&Consul&ng 2

ThetwoindustriesinwhichIfocusongrowingtheadop&onofmobileARareprint/publishingandretail/commerce.

Graphicgeneratedautoma&callybyPersonashGp://personas.media.mit.edu/

http://personas.media.mit.edu/

http://personas.media.mit.edu/

June17th2010 PEREYResearch&Consul&ng 3

June17th2010 PEREYResearch&Consul&ng

Agenda

• Primaryrevenuesources

• CaseStudiesandillustra&ons– Source

– Objec&ves

– Valuechain– Metrics

• Secondgenera&onrevenuesources

• ISMAR2010

4


CONTENTProviders/Publishers Packaging

Delivery

EnablersProvidersofenabling

technology

Merchants,Brands

ThePh

ysicalW

orld

Sensorson

Mob

iledevices

TheDigita

lWorld

MobileAREcosystem

MobileARIndustry

5


Thefoursources

6


TheBIGbrand

• Partofacross‐mediacampaigntoincreasepurchases– Beandstaytopofmind

– Provideu&lityorfun

• Lowercosts– Increasedsa&sfac&on– Lowerproductreturns

• Theycontractoutprojects

7


DataCarddasSupersentaiBaGle:Dice‐O

8


Packaging

DeliveryEnablers

Providersofenablingtechnology

Merchants,Brands

MoneyFlow

ThismustnotbecountedaspartofMobileARrevenues

9

Conten

tAdapta&

on/

Crea&o

n


TheLOCAL(small)corporateGlobaltrend•Britain•theNetherlands•UnitedStatesalreadyhaveabout35similarapplica&onsusingLayar

Comingsoon•otherpartsofEurope•Russia•Australia•Korea•Japan

HYPER

hGp://www.MeilleursAgents.com

10


FundaLayeronLayar

11

hGp://www.youtube.com/watch?v=b64_16K2e08

• Layarlaunchpartner(6/09)– Showavailableproper&es

– VeryaGrac&veuserinterface

• Objec&ves• Toshowinnova&on(PR)

• Developersofbareland

• AlldataismaintainedbyFunda

• 95%ofallproper&esinNL

• OneyearanniversaryJune18!

http://www.youtube.com/watch?v=b64_16K2e08





Localcorpora&on(performeddevelopmentinternally)

Delivery

EnablersProvidersofenablingtechnology

MoneyFlow(ARBrowser)


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Localcorpora&on

PackagingDelivery


technology

MoneyFlow(withapp)


13


Culturalheritage,Publicservices,

Source:hGp://www.xrez.com/

14


Contentprovider

PackagingDelivery


technology

MoneyFlow


15


Endusers

PocketUniverse$2.99

NearestTube£1.19(similarappsfor$1.99)

LocFinder$0.99

16


Contentprovider

PackagingDelivery


technology

MoneyFlow

ApartofthismaybeincludedaspartofMobileARRevenues

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PayforLayer(EndUserpays)

18

•ContentproviderisaLayar“publisher”

•60%ofthepurchasepricegoestothepublisher

•One&meorrecurring(subscrip&onservice)


Contentprovider

Layar(packagingandplaoorm) Delivery

MoneyFlow

AllofthisisMobileARRevenues

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Billingsystemprovider


Secondgenera&onrevenuestreams

• Adver&sing– Whentherearesufficienteyeballs

– Usergeneratedcontent(SocialAR)

• Future– Sellingsta&s&csaboutuserbehavior

– Deriva&ves(%)fromsaleswithinthemobileARapplica&ons

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Summary

• Businessesmustclarifytheirobjec&ves• Foursourcesofrevenue

– Someonealwayshastopay

• Valuechains– Currentlymissingthemetrics

• Sizingofmarketshouldnotincludevalueofcontentorproducts– Approachrevenueforecastswithcau&on!!

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COEXSeoul,KoreaOctober13‐16,2010

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@ISMAR2010

• MobileMagicWandWorkshop@ISMAR2009– hGp://www.ismar‐society.org/ismar2009/mobilewand.php

• MobileAugmentedRealitySummitandShowcase@MWC2010– hGp://www.perey.com/MobileARSummit/Outcomes.html

• Par&cipantswillprepareposi&onpapers

MOBILE

SUMMIT

AugmentedReality

23


Chris&[email protected]+41794366869+1(617)848‐8159

Wanttofindoutmore?ARcon'nueswhattheInternetbegan

24

mailto:[email protected]

mailto:[email protected]

Technology

Generating Revenues with Mobile Augmented Reality