Slides from the talk given by Marco Tillman at the AR Glasses Showcase and Hackathon (a TOA satellite event organised by AR Berlin and AirMarkr).

1. October 4, 2013
LiveSight
Visualizing the Future
1
Marco Tillmann
July 17, 2014

2. 22
Mobile Augmented Reality revenues have continued
to grow exponentially since 2010
Source: Juniper Study; 2012 AR Revenue
• According to Juniper Research, annual revenues
from mobile augmented reality (AR) services and
applications rose from $2M in 2010 to $82M in
2012 and to $180M in 2013
• Enterprise and Location-based solutions account for
a proportion of overall AR revenue, while gaming
accounted for the largest portion with 40% of
mobile AR revenue in 2013
“Juniper observed AR increasingly deployed within mainstream lifestyle, enterprise and general entertainment
applications, each of these sectors should achieve annual mobile AR revenues in excess of $1 billion within 5-6
years.” – Juniper Mobile AR, July, 2013.

3. About HERE
• COMPANY History
− One of the leaders in the mapping and location intelligence
industry since 1985.
− Fundamental driving believe is that a better and deeper sense
of location will be increasingly important
• CUSTOMERS & MARKETS PERSPECTIVE:
− Our auto-grade maps today can be found in 4/5 of the in-car
nav systems in NA and EUROPE, including 10’s or millions of
new cars
− Enable businesses with location intelligence
− Providing new ways to navigate, see and explore the world
Maps
Terrain
Structures
Places
Real world index

4. OUR Partners AND customers

5. 55
LiveSight : Our New AR Perspective
• People are seeking visual information context that is
increasingly connected to the real-world
• The best way to show AR is as an extension of the digital
maps people already know and use
LiveSight is focused on enabling exploration
of the world around the user

6. Augmented Reality: Business Logic
• Visualization at the core
− Large strides in Computer Graphics are breaking down the barrier between the real and virtual world.
− AR presents the opportunity to build a mixed experience users can interact with.
• AR as an accelerator
− Acceleration is the key benefit of any real technological advance as it facilitates market adoption.
− AR efficiantly augments and interacts with reality, not re-creates it, thereby saving costs.
• It’s Time for a change in human / digital interaction
− Move to visual and voice recognition as the basis of information
interaction – AR is a key – even required – enabler to make that
happen.
− In the future, bio-sensors can provide even deeper interaction with
and adaption to the user.

7. Augmented Reality: B2B Value
Strong User “Here and Now” Engagement
− Enable immediate, easily-accessible information, which can be
persisted, stored, or used as the user wishes.
The industry needs to transition from project based to scalable
solutions.
− Many industry case studies prove “social media engagement” – the
challenge is to show the hard numbers and scale.
We believe that B2B (Enterprise) is one of the first places that individual AR developers can target to grow
revenue.
Financial benefits in Enterprise
− Using AR to reduce decision timeframes, and therefore operations cost, especially for repetitive
processes.
− Reducing operating expenses, particularly in field data collection and processing.

8. Proposed Industry Strategy
Deep Market Penetration
• The most immediate return of investment will come from extension of and connection
between markets, rather than the creation of “new” markets.
• Succeed in a few big enterprise verticals, before we go after massive consumer adoption
Use Available Solutions
• Software based AR solutions, including improvements in the field of computer vision, can
greatly generate revenue, before major and costly hardware innovations are required.
Drive User Experiences
• Growth will be driven by experiences and workflows that can sell, not selling technology
for the sake of technology
Personalize Context
• The constant goal must be to improve the ability to see data when, where, and how we
want.
Serve users
• Focus on robust tracking, rendering, interaction modes and usability
• AR will not evolve independent of human vision
Black
Angus

9. Conclusions
• Focus on user experiences
• Move from project-based to flexible solution-based models
• Move from benefits lists to provable OpEx savings