generating revenues with mobile augmented reality june 17 2010

Generating Revenues with Mobile AR

Christine PereyPEREY Research & Consulting

June 17th 2010 2PEREY Research & Consulting

The two industries in which I focus on growing the adoption of mobile AR are print/publishing and retail/commerce.

Graphic generated automatically by Personas http://personas.media.mit.edu/

http://personas.media.mit.edu/

Agenda

• Primary revenue sources

• Case Studies and illustrations

– Source

– Objectives

– Value chain

– Metrics

• Second generation revenue sources

• ISMAR2010


Focus on mobile consumer AR

CONTENTProviders/Publishers Packaging Delivery

EnablersProviders of enabling

technology

Merchants, Brands

The

Ph

ysic

al W

orl

dSe

nso

rs o

n M

ob

ile d

evic

es

The

Dig

ital

Wo

rld

Mobile AR Ecosystem

Mobile AR Industry


The four sources


The BIG brand

• Part of a cross-media campaign to increase purchases

– Be and stay top of mind

– Provide utility or fun

• Lower costs

– Increased satisfaction

– Lower product returns

• They contract out projects


Data Carddas Supersentai Battle: Dice-O


Pack

agin

g

Delivery


technology

Merchants, Brands

Money Flow

This must not be counted as part of Mobile AR revenues


Co

nte

nt

Ad

apta

tio

n/C

reat

ion

The LOCAL (small) corporateGlobal trend • Britain• the Netherlands• United States already have about 35 similar applications using Layar

Coming soon • other parts of Europe• Russia• Australia• Korea • Japan

HYPER

http://www.MeilleursAgents.com


Funda Layer on Layar


http://www.youtube.com/watch?v=b64_16K2e08

• Layar launch partner (6/09)– Show available properties

– Very attractive user interface

• Objectives• To show innovation (PR)

• Developers of bare land

• All data is maintained by Funda

• 95% of all properties in NL

• One year anniversary June 18!

http://www.youtube.com/watch?v=b64_16K2e08

Local corporation

Delivery

EnablersProviders of enabling technology

Money Flow (AR Browser)



Content Development

Packaging

Local publisher

Local corporation

Packaging Delivery


technology

Money Flow (with app)



Cultural heritage, Public services, Education

Source: http://www.xrez.com/


Content provider

Packaging Delivery


technology

Money Flow



End users

Pocket Universe$2.99

Nearest Tube£1.19 (similar apps for $1.99)

LocFinder$0.99


Content provider

Packaging Delivery


technology

Money Flow

A part of this may be included as part of Mobile AR Revenues


Pay for Layer (End User pays)


• Content provider is a Layar“publisher”

• 60% of the purchase price goes to the publisher

• One time or recurring (subscription service)

Content provider

Layar(packaging and

platform)Delivery

Money Flow

All of this is Mobile AR Revenues


Billing system provider

Second generation revenue streams

• Advertising– When there are sufficient eyeballs

– User generated content (Social AR)

• Future– Selling statistics about user behavior

– Derivatives (%) from sales within the mobile AR applications


Summary

• Businesses must clarify their objectives

• 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 caution!!


COEX Seoul, Korea

October 13-16, 2010June 17th 2010 22PEREY Research & Consulting

@ISMAR2010

• Mobile Magic Wand Workshop @ ISMAR2009– http://www.ismar-society.org/ismar2009/mobilewand.php

• Mobile Augmented Reality Summit and Showcase @MWC2010– http://www.perey.com/MobileARSummit/Outcomes.html

• Participants will prepare position papers


Christine [email protected]+41 79 436 68 69+1 (617) 848-8159

Want to find out more?AR continues what the Internet began


mailto:[email protected]

generating revenues with mobile augmented reality june 17 2010

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