SAScon 2011: King Yiu Chi, AR Strategist at Layar
Hardware used for Augmented Reality:
Goggles – Augmented reality through goggles.
Video Projection – Layar doesn’t do this, but is very straight forward.
Computer & Webcam – A very familiar one that is essentially a mirror, allowing you to augment objects. Again Layar doesn’t do this.
Layar is a mobile augmented reality approach.
Founded in June 2009 – based in Amsterdam. VC funded with 60 employees.
What is Layar?
The mobile browser is the most familiar Layar application available on mobile applications. 1,400,000 active users of 1,800 layars. They also have a player that was launched in January 2011, and a publishing platform for developers.
– 6000 registered developers
– 45+ premium development partners worldwide
– 1.4 million active users per month
– Supported on iPhone, Android, Bada, Symbian
– Preinstalled on Samsung, LG, Sprint 4G devices
King Yui Chi goes on to show a number of examples of how Layar can be used.
Case Study: Splinter Cell
Splinter Cell launched an augmented reality game, which allowed people to walk around a city fulfilling a number of pre-set assignments. A number of posters with QR codes were placed around the city to promote it. Once you complete all of the assignment, you were told to go to a hotel where an actor was waiting for you, and they allowed you to play a copy of the full game before it was launched (Xbox). This was highly successful for them as they invited the press to play the game in order to get strong exposure before the launch, and this worked really well.
Layar’s focus is to make augmented reality easy so that everybody can use it in the consumer market.
Again some examples were shown of Layar in the consumer market. For example when you are at a supermarket, you will be able to see notes overlayed on products such as latest news stories relevant to the product. An example was shown of grilled chicken in a supermarket, and a latest news story about the manufacturer using antibiotics on the chickens to make the produce.