THE MARKETING POTENTIAL OF AUGMENTED REALITY - Digital Marketing Forum 2014
Marketing with Augmented Reality
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Reality Browser
Earl Choi, Christopher Englund, Ali Habib, Ryu Saito, Cristina Saura-Boza
September 17, 2009
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Augmented Reality Browser
It’s a browser that superimposes relevant information on top of
what is seen in real-life.
It allows companies to position themselves in a new dimension
and bring information to customers in a revolutionary
setting.
In bringing undiscovered value to the customer, companies can be more creative in reaching their customers and differentiating
against their competitors.
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Layar• 1st Free AR Browser
•Dutch Startup - June 2009
•Diverse industry interest
• Incorporates UGC
•Open API
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FundaLargest Real
estate website in the
Netherlands
Lists 70% of all Dutch
properties for sale or rent
Customer Oriented
Voted Most User Friendly
Site in The Netherlands
funda gadget
funda heatmaps
funda earth
source: layar.com
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What does Layar provide?
Consumer•reduces search costs•improved experience•live listings•provides content in context•unique experience
Funda•reduces request variability•improves quality of leads•reinforces innovative brand•higher conversion rate
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Ripple Effect
•Companies - 103
• Industries - 12
•Countries - 16 & Worldwide
• Time - 3 Months!
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Layers as of 10/09
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Nuggets
•Lines are becoming blurred between the virtual world and the real world.
•New dimension of interaction with customers
•Challenging existing consumer behavior
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Revenue Models
1. Client funding for an augmented reality applicatione.g. Real estate company providing an AR app that provides listings
2. Embedded advertisemente.g. Grocery store allowing product advertisement which funds application costs
3. End user purchasing of a prepared applicatione.g. Travel guides that can be purchased for a fixed price