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how AR can attract
                      10s x thousands of users
                        From over 100 countries in
                        only a couple of weeks




Image credit   a mobile AR casestudy by
streetARt case study for ARE2011
We wanted to know if "great
                                             25,000 people in
          content" and "cool technology"        162 countries
          alone would be enough to attract       in one month
          and engage return users?
                                               the answer is
          Could we gain traction
          without a big ad budget
          or brand?                                 yes!




Image credit
BUT THINGS ARE
                    GETTING COMPLEX!!




Image credit
what is streetARtAPP.com?




Image credit
when
                    was
                     it
                 launched?




               February
                2011




Image credit
Image credit
Image credit
how
           was it
           promoted?

                  shameless
               self promotion!




Image credit
how was it promoted?




                           Layar.
                          blog post




Image credit
how was it promoted




                             Layar
                           Featured
                              layer




Image credit
More than
                 25,000 unique users
                 in 162 countries

results in the   Around 1,800
                 iPhone App downloads
first month?
                 200 engaged users each
                 with close to daily usage
                 in multiple locations

                 Today it's more than
                 130,000 unique users
                 In 194 countries!


Image credit
other street art apps?




                         All City
Image credit
What did we learn from this?




Image credit
the web has really broad reach




Image credit
mobiles have
taken that further

Image credit
Image credit
but apps have
                taken control


Image credit
iTunes has changed things




Image credit
mobile
               AR browsers
               add another
               layer of
               complexity


Image credit
AR is becoming a
               “standard” feature
Image credit
Image credit
but it needs supporting
                 web browser based
                  pc & mobile pages
                     and apps too




Image credit
multi-device web apps
               provide the broadest and
               richest reach of any media




Image credit
apps add depth and
          greater potential for an
           on-going relationship




Image credit
but apps
                     are defined
               by their function
                       not their
                    distribution
                         format


Image credit
IPHONE APPS DELIVER FAST GROWTH
   AND MORE ENGAGED REACH
   THAN THE MOBILE WEB ALONE




Image credit
mobile AR
               provides even faster
                 growth and reach
                  because it's cool!
Image credit
Image credit
most Layar browser
               users are on Android




Image credit
in mobile AR
               Androids can outnumber iPhone users
                               by 4:1




Image credit
but the
Android userbase
   has a split
  personality
EMBEDDING LAYAR PLAYER
                  INTO APPS DELIVERS THE
               DEEPEST ENGAGEMENT OF ALL




Image credit
complex much?!
               devices we regularly cater for:
                                      pc web
                         iPhone mobile web
                                 iphone app
                      iPhone Layar WebView
                        Android mobile web
                     Android Layar WebView
                                    iPad web
                                    iPad app
                         other smartphones
                           plain old mobiles



Image credit
the web has leaked out of the browser
               the internet has leaked into the real world




Image credit
streetARtAPP was built
using the buildAR platfor m
now anyone can create
rich mobile AR experiences
     using buildAR.com
•   Easy to use web based application for       •   Powerful animation configuration
    creating AR                                 •   Support for actions
•   Layer editor with real-time preview         •   Automatic Layar browser version support
•   Multiple format data importing (csv, kml,   •   Publish to Layar with a single click - no
    georss & geojson)                               programming or other developer accounts
•   Automatic image transcoding with preview        required
    features
•   Image & 3D based marker support

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streetARt case study for ARE2011

  • 1. how AR can attract 10s x thousands of users From over 100 countries in only a couple of weeks Image credit a mobile AR casestudy by
  • 3. We wanted to know if "great 25,000 people in content" and "cool technology" 162 countries alone would be enough to attract in one month and engage return users? the answer is Could we gain traction without a big ad budget or brand? yes! Image credit
  • 4. BUT THINGS ARE GETTING COMPLEX!! Image credit
  • 6. when was it launched? February 2011 Image credit
  • 9. how was it promoted? shameless self promotion! Image credit
  • 10. how was it promoted? Layar. blog post Image credit
  • 11. how was it promoted Layar Featured layer Image credit
  • 12. More than 25,000 unique users in 162 countries results in the Around 1,800 iPhone App downloads first month? 200 engaged users each with close to daily usage in multiple locations Today it's more than 130,000 unique users In 194 countries! Image credit
  • 13. other street art apps? All City
  • 15. What did we learn from this? Image credit
  • 16. the web has really broad reach Image credit
  • 17. mobiles have taken that further Image credit
  • 19. but apps have taken control Image credit
  • 20. iTunes has changed things Image credit
  • 21. mobile AR browsers add another layer of complexity Image credit
  • 22. AR is becoming a “standard” feature Image credit
  • 24. but it needs supporting web browser based pc & mobile pages and apps too Image credit
  • 25. multi-device web apps provide the broadest and richest reach of any media Image credit
  • 26. apps add depth and greater potential for an on-going relationship Image credit
  • 27. but apps are defined by their function not their distribution format Image credit
  • 28. IPHONE APPS DELIVER FAST GROWTH AND MORE ENGAGED REACH THAN THE MOBILE WEB ALONE Image credit
  • 29. mobile AR provides even faster growth and reach because it's cool! Image credit
  • 31. most Layar browser users are on Android Image credit
  • 32. in mobile AR Androids can outnumber iPhone users by 4:1 Image credit
  • 33. but the Android userbase has a split personality
  • 34. EMBEDDING LAYAR PLAYER INTO APPS DELIVERS THE DEEPEST ENGAGEMENT OF ALL Image credit
  • 35. complex much?! devices we regularly cater for: pc web iPhone mobile web iphone app iPhone Layar WebView Android mobile web Android Layar WebView iPad web iPad app other smartphones plain old mobiles Image credit
  • 36. the web has leaked out of the browser the internet has leaked into the real world Image credit
  • 37. streetARtAPP was built using the buildAR platfor m
  • 38. now anyone can create rich mobile AR experiences using buildAR.com
  • 39. Easy to use web based application for • Powerful animation configuration creating AR • Support for actions • Layer editor with real-time preview • Automatic Layar browser version support • Multiple format data importing (csv, kml, • Publish to Layar with a single click - no georss & geojson) programming or other developer accounts • Automatic image transcoding with preview required features • Image & 3D based marker support