Layar us tour august 2010

Welcome!

© 2010, Layar B.V.
Thursday, August 19, 2010

Thanks Adaptive Path!

© 2010, Layar B.V.

Layar the company
• Launched June 2009
• Maarten Lens-FitzGerald,
Raimo van der Klein and
Claire Boonstra
• Amsterdam
• 32 people
• VC Funded


You?

© 2010, Layar B.V.

Raimo Maarten Claire Indra Dirk Ronald Jacqueline Cari

Maurice Gerben Erwin Matt Olivier Flavia Bas Rense

Nanda Martin Stefan Anthony Jolien Rory Xuan Tom Cor

Laurens Zoja Martin Alex Stepan Artem Anatoliy Andrey Eugene Nikita
© 2010, Layar B.V.

Claire (Co-founder):
General introduction to
Layar & cool content

@claireboo


Matt (Commercial):
Numbers, Distribution &
Biz models

@mattmiesnieks

© 2010, Layar B.V.

Maurice (Community Mgr):
Content & Community,
Layar Partner Network,
Developer tools

@groenhart

© 2010, Layar B.V.

Marc (Hoppala):
How to build a layer, Layar CMS,
How I’m making business

@hoppala_eu

© 2010, Layar B.V.

Tweets: #Layar

© 2010, Layar B.V.

What is Layar?


Cool cases

© 2010, Layar B.V.

M-commerce

© 2010, Layar B.V.

Conquar

© 2010, Layar B.V.

Enterprise applications: Fire Brigade

© 2010, Layar B.V.

The street is our playground
Adding a digital layer to your world

© 2010, Layar B.V.

Enabling Augmented Reality Experiences

discovery ∞ publication

© 2010, Layar B.V.

Content discovery

Catalog & Stream

© 2010, Layar B.V.

Stream engine

© 2010, Layar B.V.

Publishing Platform

Dutch, French, Greek, Portugese, Hebrew, English, Japanese, Turkish, Korean, Chinese (Mandarin), Spanish and Italian

...
implemented implemented Implemented Concept commit In development Coming up

© 2010, Layar B.V.

Next: Image recognition

© 2010, Layar B.V.

The Attraction of the Experience
Matt Miesnieks, Distribution


Why is AR Attractive?
Partners learning that AR Smartphone Market Size (millions)
AR sells smartphones! 1200

900
Layar is the AR service 600
of choice 300

0
We will enable the 2009 2010 2011 2012 2013

worlds largest AR
community

© 2010, Layar B.V.

Late 2009

First AR Capable
Smartphones

8m Sold in 2009

© 2010, Layar B.V.

Late 2009
App Store
Distribution

800k Installs

© 2010, Layar B.V.

Late 2009
Layar installed on ﬁrst AR Smartphones

© 2010, Layar B.V.

GlobalEarly 2010
Pre-Load

Worlds #2 Manufacturer

© 2010, Layar B.V.

Now
Galaxy S ﬁrst
Layar Pre-load

100 Countries

1m per month
© 2010, Layar B.V.

Layar launches
on Bada

another 1m per month

© 2010, Layar B.V.

Pre-load on
4G devices

© 2010, Layar B.V.

Global Pre-Load Tier 1
Chinese Manufacturer

Global Pre-Load
Alcatel Mobile

© 2010, Layar B.V.

Global Pre-Load

World #3 Manufacturer
© 2010, Layar B.V.

Layar installed on many more
compass enabled smartphones

© 2010, Layar B.V.

Coming Soon
Another 2 Major
Manufacturer More OS
Global Partnerships Platforms

Global Carrier
Partnerships 10’s of millions
of users
© 2010, Layar B.V.

2011
Manufacturer or Carrier supported distribution on
most AR smartphones shipped worldwide

© 2010, Layar B.V.

Then what?
It’s a big,
exciting AR Smartphone Market Size (millions)

future 1200

ahead... 900

600

300
Layar’s installed base
0
2009 2010 2011 2012 2013

© 2010, Layar B.V.

Usage is growing the same way

over 100k new users a
week

over 2,500,000 total
unique users

© 2010, Layar B.V.

Usage is growing the same way
Layar Active users
900,000

over 100k new users a
775,000
week

650,000
over 2,500,000 total
unique users
525,000

400,000
10

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860,000 Active users

© 2010, Layar B.V.

How many layers do
people experience?

© 2010, Layar B.V.

Average amount of Layers opened by users
50%

How many layers do 38%
people experience? Version 3.0 & 3.1
Version 3.5.1 (Stream)
25%

13%

0%
1 layer 2 layers 3 layers 4 layers 5 layers more

© 2010, Layar B.V.

Layar:
Pre-Revenue,
Advertising & Digital Economy

© 2010, Layar B.V.

Layar Developer/Agency:
Paid Projects to develop
AR Campaigns

© 2010, Layar B.V.

Brands:
Deep Engagement, Location,
Time & Context based reach

Brands: Paid Layers
© 2010, Layar B.V.

End Users:
New Experiences. Fun personal &
surprising interactions. Options to
respond, act and purchase
© 2010, Layar B.V.

• Brands: New way of offering
content and engage their uses
• Developers: Paid project
• Users: immersive experiences in
learning about their environment

Almost 5000 active developers

+ 1100 layers
published


What do you need


Tools
API &
Support

Payments Publishing


API

• Free of use
• Supports rich interaction:
• Video and audio
• auto triggered action
• Animated 3D objects

API: Video and Audio
Quiznos
by Winvolve
and Hoppala


API: Auto triggered actions
Splintercell
by muzar.org


API: 3D Objects
Virtual art by
The Virtual Public
Art Project


Tools and Support

• Tools created by developers
• Support (desk and groups)
• Metrics coming soon


Payments

• Create direct revenue
• Multiple currencies (global soon)
• Sales and ﬁnance reporting
• Taxes and administration


Publishing

• Multiple platforms
• Multiple languages
• Manage all your layers from the
publishing environment
• Metrics coming soon

Partner Network


US brands are working now
with european developers


What’s it about

• Insights
• Testing
• Contribute to future development
• Leads


Thank you!
Maurice Groenhart, Community Manager


How to develop layers
Marc René Gardeya, CEO HOPPALA

www.hoppala.eu

© 2010, Layar B.V.

Geocoded POIs


Markerless Tracking

GPS Compass

Architecture

layer service

Layar App Layar Cloud Webspace


Architecture

HTML pages

Browser DNS / Proxy Webspace


Architecture

HTTP Request

HTML pages

Browser DNS / Proxy Webspace

HTTP Response

Architecture

HTTP Request

layer service

Layar App Layar Cloud Webspace

HTTP Response (JSON)

Become a Layar Developer

Create a layer

Develop a layer service


Become a Layar Developer

© 2010, Layar B.V.

Create a Developer Account

Sign in with your
Google Account ID


Create a Developer Account

http://dev.layar.com

Sign in with your
Google Account ID


Create a Publisher Account


Create a Publisher Account

http://www.layar.com


Link Accounts

http://www.layar.com


Create a layer

© 2010, Layar B.V.

Create a layer


Create a layer
http://dev.layar.com

mylayer

http://mydomain.com/poi.php


Basic layer service

<?php
define( 'LAYERNAME', 'mylayer' );
$hotspots = array();

$response = array(
'hotspots' => $hotspots,
'layer' => LAYERNAME,
'errorCode' => 0,
);

$json = json_encode( $response );

header( 'Content-type: application/json');
echo $json;
?>

http://mydomain.com/poi.php

HTTP response (JSON)

{
"hotspots":[],
"layer":"mylayer",
"errorCode":0
}


Adding hotspots


Adding hotspots

<?php
$hotspots = array();

$hotspot = array(
'title' => 'Restaurant Eberhard Ludwig',
'line2' => '',
'line3' => '',
'line4' => '',
'attribution' => 'Footnote',
'lat' => (int)(48.8 * 1000000.0),
'lon' => (int)(9.2 * 1000000.0)
);
$hotspots[] = $hotspot;
?>


World Geodetic System 1984

+Latitude
Latitude/Longitude: 37.78 / -122.42

-Latitude
-Longitude +Longitude

Playing with coordinates

<?php
$lat = $_GET['lat'];
$lon = $_GET['lon'];

$hotspot = array(
'title' => 'Sticky POI',
'line2' => 'It sits right',
'line3' => 'next to you',
'line4' => '',
'attribution' => 'footnote',
'lat' => (int)($lat + 0.0005) * 1000000.0),
'lon' => (int)($lon * 1000000.0)
);
?>


Adding actions

Go to website


Adding actions

<?php
$hotspot = array(
'title' => 'Bäckerei Blank',

...

'actions' => array(
array(
'label' => 'Go to website',
'uri' => 'http://www.hoppala.eu'
)
)
);
?>


Adding audio


Adding audio

<?php
$hotspot = array(
'title' => 'Bäckerei Blank',

...

'actions' => array(
array(
'label' => 'Play song',
'uri' => 'audio://mydomain.com/song.mp3'
)
)
);
?>


Adding video

...WINVOLVE...


Adding video

<?php
$hotspot = array(
'title' => 'Quiznos store',

...

'actions' => array(
array(
'label' => 'Play video',
'uri' => 'video://mydomain.com/video.3gp'
)
)
);
?>


Auto trigger

Muzar.org

Auto trigger

<?php
$hotspot = array(
'title' => 'Splinter Cell',

...

'actions' => array(
array(
'label' => 'Play video',
'uri' => 'video://mydomain.com/explosion.3gp',
'autoTriggerRange' => 5,
'autoTriggerOnly' => true
)
)
);
?>


Berlin Wall 3D


Adding 3D models

<?php
$hotspot = array(
...

'dimension' => 3,
'object' => array(
'baseURL' => 'http://mydomain.com/',
'full' => 'mymodel.l3d ',
'size' => 20 // tell client before loading model
),
'transform' => array(
'angle' => 0,
'rel' => FALSE,
'scale' => 10 // upscale model
)
);
?>


3D Model Converter


Background actions

POI interaction


Flexible refresh rate

Moving POIs


Action on entire layer

Place POIs


HOPPALA Goes Easter

Happy easter!
again!
Looking forward to see you


UI Customization

Focus on user experience


Animations

Oscillate

Texture animation

Rotate


Quiznos 3D animation

...WINVOLVE...


www.hoppala.eu

Layar us tour august 2010

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