Augmented Reality (AR) is the next mass medium. Layar’s market leading AR platform facilitates deep engagement between brands and people in their everyday lives. This information deck explains the opportunity and how brands can use Layar to increase awareness and a higher conversion into a call to action.

1. Building deep, immersive
Augmented Reality Experiences
Information for Brands, Agencies and Developers
May 2010
© 2010, Layar B.V.

2. Augmented Reality (AR) is the next mass
medium. Layar’s market leading AR platform
facilitates deep engagement between brands
and people in their everyday lives.
This information deck explains the
opportunity and how brands can use Layar to
increase awareness and a higher conversion
into a call to action.
© 2010, Layar B.V.

3. Two types of Augmented Reality
Location based and Marker/ image based
Location based Image/ marker based
Mobile phone PC + webcam
Outside Inside
© 2010, Layar B.V.

4. A new medium is developing
Similar developments compared to the birth of the internet as a medium
© 2010, Layar B.V.

5. Do you remember...?
Mass Market
Medium
Specific
Content
Massive
Distribution
Curated
New Medium Eco-System
Gains
Multimedia Rich CD
Traction
Devices Rom content
© 2010, Layar B.V.

6. A bit of history repeating...
?
Mass Market
Medium
Specific
Content
Massive
Distribution
Curated
New Medium Eco-System
Gains
Multimedia Rich App Traction
Devices content
© 2010, Layar B.V.

7. Augmented Reality is the only
service which uses all the
capabilities of the mobile phone:
Camera Maps
GPS Audio
Compass Video
Internet Calls
Accelerometer SMS
3D graphics E-mail
© 2010, Layar B.V.

8. Augmented Reality is the next Mass Medium
The first medium that takes Experiences “Out of the Box”
© 2010, Layar B.V.

9. All previous mass media were ‘boxed’
© 2010, Layar B.V.

10. Our reality: an empty canvas
You are the painter
© 2010, Layar B.V.

11. The street is our playground
Adding a digital layer to every day life
© 2010, Layar B.V.

12. Waiting softener
Pull out your mobile phone and experience a new world
© 2010, Layar B.V.

13. Layar facilitates deep, impactful experiences
‘Knowlegde and understanding’ rather than ‘information’
© 2010, Layar B.V.

14. Understand & re-create history:
Berlin Wall
New Medium
Gains Traction
Layer developed by Hoppala © 2010, Layar B.V.

15. See the future: buildings in 3D on
construction site
Layer developed by NAi/ IN10 © 2010, Layar B.V.

16. City tours re-invented:
Beatles Magical AR tour
© 2010, Layar B.V.
Layer developed by AugmentReality

17. New art, created for AR:
Virtual Public Art Project
Layer developed by Superimpose/ VPAP © 2010, Layar B.V.

18. AR shops: place webshops in reality -
everywhere your fans are
Layer developed by HPSC.fr © 2010, Layar B.V.

19. Expositions re-invented: place art
in a new context
Art by Jean Marc le Favre, Layer developed by HPSC.fr © 2010, Layar B.V.

20. AR Launch campaign around
Ubisoft’s Splintercell
Layer developed by Muzar & Blutarsky
© 2010, Layar B.V.

21. AR triggered by an outdoor billboard:
Walt Disneys’ Prince of Persia
Layer developed by TABWorldmedia
© 2010, Layar B.V.

22. AR flashmob: 3D avatars and
humans get together
Layer developed by TABWorldmedia
© 2010, Layar B.V.

23. Real AR: enter an object and
discover new worlds
Inside
Outside
(incl sound)
Demo layer
© 2010, Layar B.V.

24. Inside of a spaceship...
Demo layer
© 2010, Layar B.V.

25. Layar’s Augmented Reality platform
facilitates the simple creation, delivery and
promotion of deep impactful experiences
to targeted audiences,
resulting in an increase of brand awareness
and high conversion of a call to action
© 2010, Layar B.V.

26. The Layar AR platform today
nearly 2.000.000 million installs on iPhone and Android*
3500 active content owners and publishers
2500 layers in development
650 layers Published
[mid May 2010, layers & developers growing by 20% per month]
1.200.000 augmented objects served per day
*numbers excluding (Global) distribution deals - tens of millions of phones
© 2010, Layar B.V.

27. Soon, all new smartphones will be AR capable
- from 10 mio to 650 new AR phones/ year
2000
1500
1000
millions
500
Total new handsets sold in year
Smartphones sold in year
AR capable phones sold in year
0
2009 2010 2011 2012 2013
Gartner & Macquarie estimates
© 2010, Layar B.V.

28. Layar pre-installed on tens of millions of
phones in 2010, advertised by major players
Layar Reality Browser
Top 3
handset
Chipset
manufacturer maker
Global deal signed Pre-installed in NL Verbal commit Proposal US prime time Announced
advertising
© 2010, Layar B.V.

29. Layar facilitates AR experiences for the masses
You focus on the experience, we arrange the rest
© 2010, Layar B.V.

30. Layar Platform: created to service
Brands, Publishers and Developers
API Tools & Support
Modules and States approach Statistics
Dynamic and Live data OpenSource tools
Authentication Layar Partner Network
3D, autotriggers Wiki
Rich Interaction Google Groups
Support desk
Payments Publishing
- Multiple currencies, languages Multiple Operating Systems
- Statistics Multiple languages
- Taxes and Administation
other payment methods and providers to follow
© 2010, Layar B.V.

31. Publishing on Layar: one time content
creation, all platforms supported
Publishing Platform
Dutch, French, Greek, Portugese, Hebrew, English, Japanese, Turkish, Korean, Chinese (Mandarin), Spanish and Italian
implemented implemented Implemented On the radar On the radar
© 2010, Layar B.V.

32. Discovery in AR: content within context
A next step to become part of people’s everyday lives
© 2010, Layar B.V.

33. Every medium has it’s own
discovery mechanism
Television Magazines Internet
© 2010, Layar B.V.

34. Find a stream of augmented
objects relevant to your context
© 2010, Layar B.V.

35. Layar Stream lets people
discover content where and when
they need - or are ready for it.
Better than having to find a
standalone AR application in an
App store.
© 2010, Layar B.V.

36. Creating deeply immersive experiences
What does it take to create an impactful layer on Layar?
© 2010, Layar B.V.

37. Define your concept
ideas possibilities time
capabilities features brainstorm
platforms interaction
Layar Concept © 2010, Layar B.V.

38. Use our developer tools & channels
for information and inspiration
blog wiki website
tweets about layar slideshare channel
facebook fanpage youtube channel
© 2010, Layar B.V.

39. Decide on your level of investment
Level of impact towards your target group
low high
Visible Interact Engage
“Where is” layer - e.g. store Coupons, virtual shop, AR games & immersive
locator simple quiz etc. experiences
Required skills Required skills Required skills
‣ Content producer ‣ Content producer ‣ Content producer
‣ Programmer ‣ Programmer ‣ Programmer
‣ UI and UX designer ‣ UI and UX designer
‣ Storyteller
‣ 3D modeler
1 - 7 days 1 month 1 - 3 months
Time to realize your Augmented Reality Experiences (estimated)
© 2010, Layar B.V.

40. Ready to create?
Request a Publisher key:
http://layar.com/create
© 2010, Layar B.V.

41. Need help building your layer?
Ask one of the developers in the Layar Partner
Network*
http://site.layar.com/create/developer-list/
* developers of our partner network all have proven skill in large scale Layar projects
© 2010, Layar B.V.

42. Promote your layer on Layar?
Talk to us on distribution
partnerships, joint PR and
premium placement:
matt@layar.com
© 2010, Layar B.V.

43. Layar NEXT event: June 18th, 2010
The State of the Medium
The Layar NEXT event is a celebration of the emergence of Augmented
Reality as a medium, a celebration of Layar being 1 year old and a
celebration of the latest Layar release.
Layar invites layar developers, publishers and partners as well as
gaming, internet and forward looking thought leaders plus press to
come and share this celebration. To connect with one and other as we
are all are building the new medium.
http://www.meetup.com/LayarEvents/
© 2010, Layar B.V.

44. Thank You
content@layar.com
Background image: http://www.flickr.com/photos/sinkdd/3016118556/sizes/o/ © 2010, Layar B.V.