ARBcon berlin 23 april 2010

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Marc René Gardeya

Technologie

Mobile
Augmented Reality
Mass Market and
Business Opportunities

Augmented Reality
is to become the new
Mass Medium

History repeating

Mass adoption

New medium

New devices

1994 - Multimedia PC

Multimedia
Devices

1995 - Rich Local Content

Multimedia Rich Local
Devices Content

1996
New Medium Gains Traction

Multimedia Rich Local New Medium
Devices Content Gains Traction

1996 - Curated Ecosystem

Multimedia Rich Local New Medium Curated
Devices Content Gains Traction Ecosystem

1997 - Massive Distribution

Multimedia Rich Local New Medium Curated Massive
Devices Content Gains Traction Ecosystem Distribution

1998
Medium Specific Content

Multimedia Rich Local New Medium Curated Massive Medium
Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content

1998 - Mass Market

Multimedia Rich Local New Medium Curated Massive Medium Mass Market
Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content Adoptation

2008 - Multimedia Phone

Multimedia
Devices

2009 - Rich Local Content

Multimedia Rich Local
Devices Content

2009
New Medium Gains Traction

Multimedia Rich Local New Medium
Devices Content Gains Traction
Layer developed by Hoppala

2010 - Curated Ecosystem

Multimedia Rich Local New Medium Curated
Devices Content Gains Traction Ecosystem

2010 - Massive Distribution
AR Phones sold
2009: 10 Mio.
2010: 180 Mio.
2011: 400 Mio.
2013: 1.300 Mio

Massive
Distribution

Multimedia Rich Local New Medium Curated Massive
Devices Content Gains Traction Ecosystem Distribution

2010
Medium Specific Content

Happy easter!
again!
Loo king forward to see you

Multimedia Rich Local New Medium Curated Massive Medium
Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content

??? - Mass Market

Now is the time
to start developing!

Multimedia Rich Local New Medium Curated Massive Medium Mass Market
Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content Adoptation

Layar Open Platform

Brands & Content

Developers Users

Worlds Largest Platform

500 layers published
2.000 layers in development
3.000 content creators worldwide
1.500.000 downloads
Android & iPhone

Layar Distribution

Global preinstallation

Tens of millions of phones with Layar
preinstalled already in the shops

#1 in all markets except Japan (#2)

City marketing

Layer developed by NAi / IN10

Entertainment

Layer developed by AugmentReality

Art

Chris Manzione: „Key element of our layer is that the objects are site-speciﬁc. This
is different than most other digital media that can be easily transfered and shared.
This requires the users presence and interaction with the site itself.“

Layer developed by Superimpose / VPAP

Ubisoft‘s Splintercell

Layer developed by Muzar.org

Easter Greetings
Place 3D easter eggs from web and mobile

Leave a message
for your friend

Happy easter!
again!
Looking forward to see you

Layer developed by Hoppala

Berlin Wall

Layer developed by Hoppala / Superimpose

THANK YO U!
www.hoppala.eu

Marc René Gardeya, Founder and CEO

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ARBcon berlin 23 april 2010

1. www.hoppala.eu Marc René Gardeya, Founder and CEO

2. Mobile Augmented Reality Mass Market and Business Opportunities

3. Augmented Reality is to become the new Mass Medium

4. History repeating Mass adoption New medium New devices

5. 1994 - Multimedia PC Multimedia Devices

6. 1995 - Rich Local Content Multimedia Rich Local Devices Content

7. 1996 New Medium Gains Traction Multimedia Rich Local New Medium Devices Content Gains Traction

8. 1996 - Curated Ecosystem Multimedia Rich Local New Medium Curated Devices Content Gains Traction Ecosystem

9. 1997 - Massive Distribution Multimedia Rich Local New Medium Curated Massive Devices Content Gains Traction Ecosystem Distribution

10. 1998 Medium Specific Content Multimedia Rich Local New Medium Curated Massive Medium Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content

11. 1998 - Mass Market Multimedia Rich Local New Medium Curated Massive Medium Mass Market Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content Adoptation

12. 2008 - Multimedia Phone Multimedia Devices

13. 2009 - Rich Local Content Multimedia Rich Local Devices Content

14. 2009 New Medium Gains Traction Multimedia Rich Local New Medium Devices Content Gains Traction Layer developed by Hoppala

15. 2010 - Curated Ecosystem Multimedia Rich Local New Medium Curated Devices Content Gains Traction Ecosystem

16. 2010 - Massive Distribution AR Phones sold 2009: 10 Mio. 2010: 180 Mio. 2011: 400 Mio. 2013: 1.300 Mio Massive Distribution Multimedia Rich Local New Medium Curated Massive Devices Content Gains Traction Ecosystem Distribution

17. 2010 Medium Specific Content Happy easter! again! Loo king forward to see you Multimedia Rich Local New Medium Curated Massive Medium Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content

18. ??? - Mass Market Now is the time to start developing! Multimedia Rich Local New Medium Curated Massive Medium Mass Market Devices Content Gains Traction Ecosystem Distribution Speciﬁc Content Adoptation

19. Layar Open Platform Brands & Content Developers Users

20. Worlds Largest Platform 500 layers published 2.000 layers in development 3.000 content creators worldwide 1.500.000 downloads Android & iPhone

21. Layar Distribution Global preinstallation Tens of millions of phones with Layar preinstalled already in the shops #1 in all markets except Japan (#2)

22. Best practices

23. City marketing Layer developed by NAi / IN10

24. Entertainment Layer developed by AugmentReality

25. Art Chris Manzione: „Key element of our layer is that the objects are site-speciﬁc. This is different than most other digital media that can be easily transfered and shared. This requires the users presence and interaction with the site itself.“ Layer developed by Superimpose / VPAP

26. Ubisoft‘s Splintercell Layer developed by Muzar.org

27. www.hoppala.eu

28. Easter Greetings Place 3D easter eggs from web and mobile Leave a message for your friend Happy easter! again! Looking forward to see you Layer developed by Hoppala

29. Berlin Wall Layer developed by Hoppala / Superimpose

30. THANK YO U! www.hoppala.eu Marc René Gardeya, Founder and CEO

ARBcon berlin 23 april 2010

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