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Blog: Business

Using Layar to Peer Into the Past

Chris Cameron November 17, 2010

As fans of history, we here at Layar see Augmented Reality as an amazing tool for learning more about the past. Already, layers like the Berlin Wall layer allow people to see history come alive through 3D models.



Another fascinating example of this type of Augmented Reality is in the works as part of a collaboration between Lightning Laboratories’ Gene Becker and Stanford University Knight Fellow Adriano Farano. Becker, who is focused on experience design for blending physical and digital storytelling, and Farano, who is looking to find ways to use AR in journalism, have been experimenting with historical photographs in Layar and Hoppala, a tool for creating Layar content.



By making historical photographs viewable as objects within Layar at the locations where they were taken, viewers can achieve a better grasp on history - and the early tests by Becker and Farano look very intriguing.



The pair chose to use historical photos of Stanford as their first test images - specifically those from before a massive earthquake in 1906. Several parts of the old campus were damaged or destroyed in the earthquake, and the evidence of missing architecture comes alive through Augmented Reality.



In the example above, the square structure on the right of the picture is actually the base of the right leg of the arch in the old photograph. Memorial Arch, as it was known, had to be demolished due to damage it received during the earthquake. In another example, a present-day statue is revealed to be the same as one which plunged through a sidewalk after being knocked from its perch during the quake.



The great thing about historical photographs is that there are millions of them in libraries and archives around the world, and dropping them into Layar is not terribly difficult. With Layar Creation Tools like Hoppala (which we will be profiling later this week), this process is even easier. We are excited to see what else Becker and Farano can create with further experiments!

Permalink: www.layar.com/news/blog/203

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Letter From the CEO: Exciting News for Layar

Rhymo November 16, 2010



Today is a big day for Layar. In fact, it may be our biggest yet.

It is with great excitement that we announce that Layar has closed a series B funding round of €10 million. Additionally, we are very proud to welcome Intel Capital as our newest investor.

The last 18 months has been amazing for us. Having the opportunity to build a company that is bringing Augmented Reality into the lives of people all around the world has been a blast. It is truly a dream come true to now be able to continue working on our goal of making Augmented Reality the most exciting and engaging content on any smartphone.

Along with this news, we wanted to take the opportunity to share a bit more about our plans for the Layar platform and what you can expect from us in the coming years. Here are a few questions and answers about where Layar is going in the near future.

What does Layar hope to achieve? We want to bring impactful Augmented Reality content into people’s everyday lives. Let’s have a closer look at some of the words and phrases in this simple sentence.

“Bring” - This means that Layar is handling the transportation of content and connecting publishers and users on as many mobile platforms as possible. Soon, we will launch the Layar Player, an SDK that will bring Augmented Reality content to any iPhone application. But we don’t only want to be facilitators; we also want to help users discover the Layar content that is right for them at the moment they need it.

“Impactful” - We believe that Augmented Reality in its very core is designed to deliver experiences that can truly touch people. Remember the quote from Confucius? “I hear and I forget. I see and I remember. I do and I understand.” Augmented Reality is the closest digital experience to “doing” that there is today. We will continue to invest in capabilities that offer our developers the tools to create the most exciting mobile digital experiences.

“Into people’s everyday lives” - Augmented Reality is in its infancy, much like television was before the growth of massively successful content formats like soaps, live sporting events and reality TV. It’s also comparable to YouTube before we all realized that we love to watch videos of kittens. At Layar we don’t like to assume. We don’t know which formats will be successful in the medium of Augmented Reality. Therefore, we are structuring our platform in such a way that will allow for the successful formats to naturally emerge.

So, what’s next for Layar? The next phase is all about content. In the last year we have built a global platform for Augmented Reality. The coming period is about identifying the content formats that can attract and build an audience. We will not wait passively but will be actively involved in supporting our publishers in this process.

Is Layar packing its bags for Silicon Valley? Yes and no. We really like it in Amsterdam, and we plan to stay here and expand our team here. We will, however, be opening a U.S. office in San Francisco soon. If you are interested in joining the Layar family in the Bay Area, here are a few of our American openings.

What are the key projects you are focusing on right now? With our previous funding round we grew to 25-30 people. This was still manageable with a relatively small management team. Now that we are passing 40 people we are investing in structuring and strengthening the management team and building a project organization focused on throughput. We are also focusing on building a team and process around user research and analytics into the Layar organization.

Will Layar implement Computer Vision? Yes. Computer Vision is necessary to deliver truly awesome visual experiences. One of the first implementations will be Image Recognition capabilities within a layer.

What are the first things Layar has done with the money? We have hired some great people: Chris, Sunitha, Ivo and Klasien. If you want to know what they do at Layar, just keep reading our blog. Chris, our new Web Producer, is authoring a nice blog series profiling members of the Layar team. You can see the first few entries in the series about team members Pambos and Olivier on the official Layar blog right now.

On what will you spend most of the money? On the salaries of the amazing people which are part of the Layar family. We are growing fast!



We stand at the beginning of our most exciting period yet and we hope you join us for the ride!

Raimo van der Klein, Layar CEO

Permalink: www.layar.com/news/blog/202

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Russia Takes an Augmented First Look at the New Audi A1

Chris Cameron November 8, 2010

Augmented reality has a long history with advertising in the automotive industry, but Audi has taken it a step further with the launch of its A1 in Russia. People in a handful of Russian cities can use Layar to visualize how the new car will look in the natural environment using a 3D model of the snazzy ride.



The layer was created in cooperation between developers AR Door and creative agency Rodnaya Rech and is part of a broader campaign by Audi which involved a contest recently run on Facebook. Users could visit various sites around each of the cities to view the car and could enter to win a free test drive by sharing a photo of the car in Layar to the Audi A1 Facebook app.



“The challenge for us was to create some unique AR experience,” says Irina Kharseeva of AR Door. “That’s why we used in the layer 3D objects instead of simple 2D icons. Audi A1 is the first layer with 3D in Russia.”



According to AR Door, over 1,600 users registered for the Facebook group. The winners of the contest will be announced on the 9th of November.



Check out a video below of the Audi A1 layer in action, and if you’re in Russia, look around for the car using Layar!



Permalink: www.layar.com/news/blog/196

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Layar Co-founder Claire in San Francisco this week

Claire Boonstra October 26, 2010

I have just arrived in lovely SFO!



In the months towards building up a permanent Layar presence in the Bay Area, you will see one of us Layar founders and Management Team around more frequently.



If you would like to meet me this week, here is where you can find me:



Tuesday and Wednesday: Paypal X Innovate event
I will be giving a short presentation during the keynote on Tuesday morning starting at 10am, introduced by Osama Bedier.



In the afternoon at 3pm, I will be joining a panel hosted by Tim Chang on emerging mobile business models.
If you’re at the event and you’d like to talk to me on Tuesday afternoon or Wednesday morning, please come and find me or ping me: claire@layar.com or @claireboo on twitter.



More info: Paypal X Innovate event, Moscone Event Center, San Francisco




Big Big Bang
, a Layar Partner Network member in the Bay Area, created a few layers especially for this event



Thursday afternoon: Layar workshop
We are hosting a small and intimate workshop for Layar developers, to go in-depth on the commercial and conceptual aspects of the platform. We can host a maximum of 30 people at The Hub. There are only a few more seats left. More info and rsvp here. Time: 2pm-6pm, The Hub, San Francisco



Thursday morning & Friday morning: time for meetings
My agenda is already quite packed but I still have some room for a quick meetup. Please ping me if you want to meet:
claire@layar.com or @claireboo on twitter.
You can also contact Meghan Hughes, who runs our PR in SFO: “Meghan Hughes



I will fly back home on Friday afternoon. But will be back soon!
Claire

Permalink: www.layar.com/news/blog/193

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OMG! The zombies are coming

Redactie October 15, 2010

If you are in Manchester the next couple of weeks, you certainly have to take a closer look at The Augmented Reality Monster Hunt. The Monster Hunt combines horrorfying virtual graphics, storytelling, cool prices and AR





“There are a multitude of Monsters hiding around Manchester, invisible for the naked eye, visible in Layar. Every monster offers brave souls the chance to win a monster prize. Monsters will change every week leading up to an annual event at The Printworks on Halloween weekend. Have fun finding and slaying the Monsters. Wrrrroagh!





One of the creatives behind Monsterhunt, Glyn Jackson, wrote an excellent blogpost about using Augmented Reality (and especially Layar) as a campaign tool. Read it on cfcoffee.co.uk.





AR Game: Monsterhunt
End date: 4th November 2010
Location: Manchester, UK
Required: iPhone or Android device
Website: Monsterhunt.co.uk
Developer: Gencia

Permalink: www.layar.com/news/blog/192

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