Layar sales support informationfor developersGenerating business using the world’s leading augmented reality platform

May 2011

© Layar 2011

Contents• Purpose of this slideset

• Augmented Reality general information

• Layar video

• Why choose Layar?

• Inspiration

• Market research

• Layar key figures

• Layar company information

© Layar 2011

Purpose of this slideset

© Layar 2011

Purpose of this slideset• In the Layar ecosystem, augmented reality experiences are

created by thousands of active developers

• This slide set aims to support these developers to generate business with Layar

• All the information and material in this slide set may be used by developers to create their own sales presentations, as long as the source is mentioned

• This slide set contains hints & tips for developers and links to useful information. It’s not a standalone presentation as such.

© Layar 2011

Augmented Reality general information

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Different ways to introduce AR

• When talking about AR in general, there are different ways to introduce the topic to your audience

• Choose a story line that fits with your audience and your own ideas to build your presentation

• Two example story lines:

1. Focus on technology and different AR types

2. Focus on future vision (towards AR goggles)

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1. Focus on technology • There are two types of AR

1. Marker-based

• using special markers to overlay digital content

2. Marker-less

• using GPS location information , or

• using “real world” objects to overlay digital content through object or image recognition

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Mobile AR: smartphone requirements

GPSWhere am I?

CameraWhat do I see in the real world?

Compass In which direction am I looking?

AccelerometerHow is my phone oriented in the world?

Internet connectivityTo connect to the digital world

Gyroscope (optional)To provide a smoother experience

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2. Focus on future vision

• At Layar we believe AR is not just a technology, but a new medium

• Like TV and Internet, AR will be a mass medium

• Please check our vision about this next mass medium in a separate presentation on Slideshare

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AR market size

• Augmented Reality is still in its infancy, and its difficult to estimate the market size

• ABIresearch estimates that the market size of mobile AR will grow from $21 million in 2010 to $3 billion in 2016

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Layar video

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Layar video

• Watch the Layar video on YouTube

• Download the video from the Layar website

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Why choose Layar?

© Layar 2011

Why choose Layar?

• Layar is not just an app, but an open platform with many possibilities

• With Layar, developers can easily tap into the great opportunities of augmented reality

• Layar has the biggest reach of all AR browsers (see next slide)

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Download figures from Android marketMarch 2011

# of downloads Rating

Layar 1M - 5M

Wikitude 500k - 1M

Junaio 100k - 500k

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Layar USP’s• Largest reach in mobile AR

• Open platform, free to use

• Healthy ecosystem

• Active developer community

• Support for multiple mobile platforms

• AR for your own iPhone app (with Layar Player)

• Extensive list of features (see next slide)

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Layar features• Support for 3D models

• Support for animated POIs

• Sharing to Facebook & Twitter

• Layer actions: call, email, share, web page

• Support for audio/video

• Gaming elements: autotriggers, relative POIs, point-to-point

• Layar Player (adding AR to your own iPhone app)

• Payment platform (with PayPal)

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Inspiration

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Showcases

• Check showcases on the Layar website

• Read blog posts about cool layers on the Layar website

© Layar 2011

Ingredients of successful layers

Search

Waiting softener

Experience

Contextual relevance is key

Soc

ial

Gam

ing

Art

Chr

onol

ogy

Hyp

erlo

cal

3D

Use

r con

text

s

UG

C

© Layar 2011

Market research

© Layar 2011

“In the years to come, it will be a disruptive technology that changes the way consumers interact with their environments”

Forrester, Mobile Augmented Reality - Dec 2010

“Consumer product strategists should benchmark innovation in this space very carefully, conceive their mobile services as if the technology were already mature, but integrate it very cautiously in their 2011 mobile road maps”

Forrester, Mobile Augmented Reality - Dec 2010

"Revenues from mobile AR, in the forms of AR games for handheld devices, paid smartphone apps, in-app purchases, and in-app advertising for smartphone apps, will grow from $21 million in 2010 to $3 billion in 2016"

ABIresearch, Mobile Augmented Reality - Jan 2011

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“Samsung Electronics used Layar as the leading feature of many advertisements for its hit smartphone model Galaxy S, last year’s top iPhone rival, which generated revenues of $5 billion”

Reuters, AR you ready? - Jan 2011

“The biggest significance of mobile phones as media is that they have increased our closeness to virtual reality.”

Toshinao Sasaki, Japanese writer and net culture guru - 2009

“So Augmented Reality is cool. Location is not. Location is one possible way to trigger augmented reality but its location is not what makes it awesome, it is the Augmented Reality part.”

The Insider’s Guide to Mobile, Tomi Ahonen - Jan 2011

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Good sources for more information

• Tomi Ahonen Phone Book 2010 (€9.99)

• Tomi Ahonen Almanac 2011 (€9.99)

• The Netsize Guide 2010 (free)

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Layar key figuresMay 2011

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Layar key figures

• Number of active users: 1.5M

• Number of published layers: 2,150

• Number of supported languages: 15 (Dutch, Spanish, French, Italian, Cantonese, Simplified Chinese, German, Greek, Russian, Portuguese, Turkish, Japanese, Swedish, Korean, Slovakian)

• Number of supported mobile platforms: 4 (Android, iPhone, Bada, Symbian)

March 2011

© Layar 2011

Active users per country

Rest of world38%

United States14%

United Kingdom9%

Netherlands8%

France6%

Spain6%

Germany6%

Japan3%

India4%

Italy3%

China3%

Rest of worldUnited StatesUnited KingdomNetherlandsFranceSpainGermanyJapanIndiaItalyChina

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Usage per device OS

Note: Symbian client launched on March 2nd, 2011

Android89.9%

iPhone9.4%

AndroidiPhoneSymbianBada

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Number of layers per country (top 10)

0

100

200

300

400

371

288 283

219 185148

101 94 87 77

United StatesNetherlands

SpainInternational

United KingdomFrance

Italy GermanyJapan Canada

Find the layers in your own country in the Layar Catalog

© Layar 2011

Layar company information

© Layar 2011

About Layar

Launched in June 2009

Based in Amsterdam, NL

VC funded

60 people

Multiple award winner a.o.:WEF Technology Pioneer

Deloitte Fast50 Most Disruptive Innovator

Netexplorateur Grand Prix

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