Generating
 Revenues
 with
 Mobile
 Augmented Reality presentation by Christine Perey at Mobile 2.0 Europe 2010 in Barcelona - http://mobile20.eu

1. Genera&ng Revenues
with Mobile AR
Chris&ne Perey
PEREY Research & Consul&ng

2. Graphic generated automa&cally by Personas hGp://personas.media.mit.edu/
The two industries in which I focus on
growing the adop&on of mobile AR are
print/publishing and retail/commerce.
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3. June 17th 2010 PEREY Research & Consul&ng 3

4. Agenda
• Primary revenue sources
• Case Studies and illustra&ons
– Source
– Objec&ves
– Value chain
– Metrics
• Second genera&on 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 Industry
CONTENT
Providers/Publishers Packaging
Delivery
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 u&lity or fun
• Lower costs
– Increased sa&sfac&on
– Lower product returns
• They contract out projects
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8. Data Carddas Supersentai BaGle: Dice‐O
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9. Money Flow
Content Adapta&on/
Merchants, Brands
Packaging
Crea&on
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 applica&ons using
Layar
Coming soon
• other parts of Europe
• Russia
• Australia
• Korea
• Japan
hGp://www.MeilleursAgents.com
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11. Funda Layer on Layar
• Layar launch partner (6/09)
– Show available proper&es
– Very aGrac&ve user interface
• Objec&ves
• To show innova&on (PR)
• Developers of bare land
• All data is maintained by Funda
• 95% of all proper&es in NL
• One year anniversary June 18!
hGp://www.youtube.com/watch?v=b64_16K2e08
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12. Money Flow (AR Browser)
Local corpora&on
(performed development internally)
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 corpora&on
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,
Source: hGp://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 &me or recurring
(subscrip&on service)
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19. Money Flow
Content provider
Layar (packaging
and plaoorm) Delivery
Billing system
provider
All of this is Mobile AR Revenues
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20. Second genera&on revenue streams
• Adver&sing
– When there are sufficient eyeballs
– User generated content (Social AR)
• Future
– Selling sta&s&cs about user behavior
– Deriva&ves (%) from sales within the mobile AR applica&ons
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21. Summary
• Businesses must clarify their objec&ves
• 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 cau&on!!
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22. COEX Seoul, Korea
October 13‐16, 2010
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23. MOBILE
Augmented @ISMAR2010
Reality
SUMMIT
• Mobile Magic Wand Workshop @ ISMAR2009
– hGp://www.ismar‐society.org/ismar2009/mobilewand.php
• Mobile Augmented Reality Summit and Showcase
@MWC2010
– hGp://www.perey.com/MobileARSummit/Outcomes.html
• Par&cipants will prepare posi&on papers
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24. Want to find out more?
AR con'nues what the Internet began
Chris&ne Perey
cperey@perey.com
+41 79 436 68 69
+1 (617) 848‐8159
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