Maarten Lens-FitzGerald's Ignite talk at WPP's Stream 2011 Conference: "Augmented Reality is to be the equalizer, the digital eye that reveals all in the explosion of communication."

1. 550.000.000 years ago a period started
called the Cambrian explosion
© 2011, Layar Confidential and Proprietory

2. Life on earth exploded in all it’s infinite variety.
The “Big Bang” of biology
© 2011, Layar Confidential and Proprietory

3. The first organisms started to see.
It changed the game forever.
© 2011, Layar Confidential and Proprietory

4. Predation exploded. And prey adapted:
camouflage, distracting, herding

5. Today there is an explosion of communication.
And predation of individuals by brands.

6. Advertisers know all, recognize all faces,
have super cookies, they target all, profile all
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7. People develop new methods to avoid detection.
Modern camouflage
© 2011, Layar Confidential and Proprietory

8. The best tool is in your pocket right now.
It will enables people to see, to herd, to fight

9. VISION
Connectivity Location
The ability to see, combined with the power of the web, its
content, tools and the social graph makes it unstoppable

10. 1
2
3 Hold over your phone and share

11. Reveal, see more

12. Warn each other, see all information

13. Herding, talking back.
Together, stronger.

14. Layar has the tools to see more & talk on things.
For professional content and for user generated content.
Professional
Content
User Generated
Content
magazines books
All Objects & posters walls
Flat Media packaging newspapers

15. Augmented Reality is THE equalizer.
OUR digital eye that reveals ALL