Presentation for Mobile 2.0 Europe

1. Generating Revenues
with Mobile AR
Christine Perey
PEREY Research & Consulting

2. Graphic generated automatically by Personas http://personas.media.mit.edu/
The two industries in which I focus on
growing the adoption of mobile AR are
print/publishing and retail/commerce.
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4. Agenda
• Primary revenue sources
• Case Studies and illustrations
– Source Focus on
– Objectives mobile
– Value chain consumer AR
– Metrics
• Second generation revenue sources
• ISMAR2010
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5. Mobile AR Ecosystem
The Physical World
Merchants, Brands
The Digital World
Sensors on Mobile devices
Mobile AR
CONTENT
Providers/Publishers Packaging Delivery
Industry
Enablers
Providers of enabling
technology
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6. The four sources
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7. 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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8. Data Carddas Supersentai Battle: Dice-O
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9. Money Flow
Adaptation/Creation
Merchants, Brands
Packaging
Content
Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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10. HYPER
The LOCAL (small) corporate
Global trend
• Britain
• the Netherlands
• United States
already have about 35
similar applications
using Layar
Coming soon
• other parts of Europe
• Russia
• Australia
• Korea
• Japan
http://www.MeilleursAgents.com
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11. Funda Layer on Layar
• Layar launch partner (6/09)
– Show available properties
– Very attractive user interface
• Objectives
• To show innovation (PR)
• Developers of bare land
• All data is maintained by Funda
• 95% of all properties in NL
• One year anniversary June 18!
http://www.youtube.com/watch?v=b64_16K2e08
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12. Money Flow (AR Browser)
Local publisher
Local corporation Content Packaging
Development
Delivery
Enablers
Providers of enabling technology
This must not be counted as part of Mobile AR revenues
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13. Money Flow (with app)
Local corporation
Packaging Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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14. Cultural heritage, Public services,
Education
Source: http://www.xrez.com/
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15. Money Flow
Content provider
Packaging Delivery
Enablers
Providers of enabling
technology
This must not be counted as part of Mobile AR revenues
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16. End users
LocFinder Nearest Tube
$0.99 £1.19 (similar apps for $1.99)
Pocket Universe
$2.99
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17. Money Flow
Content provider
Packaging Delivery
Enablers
Providers of enabling
technology
A part of this may be included as part of Mobile AR Revenues
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18. Pay for Layer (End User pays)
• Content provider is a Layar
“publisher”
• 60% of the purchase price
goes to the publisher
• One time or recurring
(subscription service)
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19. Money Flow
Content provider
Layar
(packaging and Delivery
platform)
Billing system
provider
All of this is Mobile AR Revenues
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20. Second generation revenue streams
• Advertising
– When there are sufficient eyeballs
– User generated content (Social AR)
• Future
– Selling statistics about user behavior
– Derivatives (%) from sales within the mobile AR applications
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21. 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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22. COEX Seoul, Korea
October 13-16, 2010
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23. @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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24. Want to find out more?
AR continues what the Internet began
Christine Perey
cperey@perey.com
+41 79 436 68 69
+1 (617) 848-8159
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