Genera&ngRevenueswithMobileAR
Chris&nePereyPEREYResearch&Consul&ng
June17th2010 PEREYResearch&Consul&ng 2
ThetwoindustriesinwhichIfocusongrowingtheadop&onofmobileARareprint/publishingandretail/commerce.
Graphicgeneratedautoma&callybyPersonashGp://personas.media.mit.edu/
June17th2010 PEREYResearch&Consul&ng 3
June17th2010 PEREYResearch&Consul&ng
Agenda
• Primaryrevenuesources
• CaseStudiesandillustra&ons– Source
– Objec&ves
– Valuechain– Metrics
• Secondgenera&onrevenuesources
• ISMAR2010
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June17th2010 PEREYResearch&Consul&ng
CONTENTProviders/Publishers Packaging
Delivery
EnablersProvidersofenabling
technology
Merchants,Brands
ThePh
ysicalW
orld
Sensorson
Mob
iledevices
TheDigita
lWorld
MobileAREcosystem
MobileARIndustry
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June17th2010 PEREYResearch&Consul&ng
Thefoursources
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June17th2010 PEREYResearch&Consul&ng
TheBIGbrand
• Partofacross‐mediacampaigntoincreasepurchases– Beandstaytopofmind
– Provideu&lityorfun
• Lowercosts– Increasedsa&sfac&on– Lowerproductreturns
• Theycontractoutprojects
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June17th2010 PEREYResearch&Consul&ng
DataCarddasSupersentaiBaGle:Dice‐O
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June17th2010 PEREYResearch&Consul&ng
Packaging
DeliveryEnablers
Providersofenablingtechnology
Merchants,Brands
MoneyFlow
ThismustnotbecountedaspartofMobileARrevenues
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Conten
tAdapta&
on/
Crea&o
n
June17th2010 PEREYResearch&Consul&ng
TheLOCAL(small)corporateGlobaltrend•Britain•theNetherlands•UnitedStatesalreadyhaveabout35similarapplica&onsusingLayar
Comingsoon•otherpartsofEurope•Russia•Australia•Korea•Japan
HYPER
hGp://www.MeilleursAgents.com
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June17th2010 PEREYResearch&Consul&ng
FundaLayeronLayar
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hGp://www.youtube.com/watch?v=b64_16K2e08
• Layarlaunchpartner(6/09)– Showavailableproper&es
– VeryaGrac&veuserinterface
• Objec&ves• Toshowinnova&on(PR)
• Developersofbareland
• AlldataismaintainedbyFunda
• 95%ofallproper&esinNL
• OneyearanniversaryJune18!
June17th2010 PEREYResearch&Consul&ng
Localcorpora&on(performeddevelopmentinternally)
Delivery
EnablersProvidersofenablingtechnology
MoneyFlow(ARBrowser)
ThismustnotbecountedaspartofMobileARrevenues
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June17th2010 PEREYResearch&Consul&ng
Localcorpora&on
PackagingDelivery
EnablersProvidersofenabling
technology
MoneyFlow(withapp)
ThismustnotbecountedaspartofMobileARrevenues
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June17th2010 PEREYResearch&Consul&ng
Culturalheritage,Publicservices,
Source:hGp://www.xrez.com/
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June17th2010 PEREYResearch&Consul&ng
Contentprovider
PackagingDelivery
EnablersProvidersofenabling
technology
MoneyFlow
ThismustnotbecountedaspartofMobileARrevenues
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June17th2010 PEREYResearch&Consul&ng
Endusers
PocketUniverse$2.99
NearestTube£1.19(similarappsfor$1.99)
LocFinder$0.99
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June17th2010 PEREYResearch&Consul&ng
Contentprovider
PackagingDelivery
EnablersProvidersofenabling
technology
MoneyFlow
ApartofthismaybeincludedaspartofMobileARRevenues
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June17th2010 PEREYResearch&Consul&ng
PayforLayer(EndUserpays)
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•ContentproviderisaLayar“publisher”
•60%ofthepurchasepricegoestothepublisher
•One&meorrecurring(subscrip&onservice)
June17th2010 PEREYResearch&Consul&ng
Contentprovider
Layar(packagingandplaoorm) Delivery
MoneyFlow
AllofthisisMobileARRevenues
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Billingsystemprovider
June17th2010 PEREYResearch&Consul&ng
Secondgenera&onrevenuestreams
• Adver&sing– Whentherearesufficienteyeballs
– Usergeneratedcontent(SocialAR)
• Future– Sellingsta&s&csaboutuserbehavior
– Deriva&ves(%)fromsaleswithinthemobileARapplica&ons
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June17th2010 PEREYResearch&Consul&ng
Summary
• Businessesmustclarifytheirobjec&ves• Foursourcesofrevenue
– Someonealwayshastopay
• Valuechains– Currentlymissingthemetrics
• Sizingofmarketshouldnotincludevalueofcontentorproducts– Approachrevenueforecastswithcau&on!!
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June17th2010 PEREYResearch&Consul&ng
COEXSeoul,KoreaOctober13‐16,2010
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June17th2010 PEREYResearch&Consul&ng
@ISMAR2010
• MobileMagicWandWorkshop@ISMAR2009– hGp://www.ismar‐society.org/ismar2009/mobilewand.php
• MobileAugmentedRealitySummitandShowcase@MWC2010– hGp://www.perey.com/MobileARSummit/Outcomes.html
• Par&cipantswillprepareposi&onpapers
MOBILE
SUMMIT
AugmentedReality
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June17th2010 PEREYResearch&Consul&ng
Chris&[email protected]+41794366869+1(617)848‐8159
Wanttofindoutmore?ARcon'nueswhattheInternetbegan
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