Is this marketplace for you?
The Mobile AR Marketplace's primary objective is to increase the total deal impact in a very limited amount of time. For one company, the impact may be measured in terms of brand impressions (more is better!). For another, success is defined as an increase in revenues from licensees, either by having more total licenses at the same price, or having one or a few large licensees. Other companies may measure their success in terms of revenues from advertising or application sales.
Most AR vendor/service provider workshops or tutorials have a clear objective: for more developers to become familiar with the tools the vendor provides. Greater familiarity in the short term usually leads to lower customer support costs and shorter developer ramp up time when client projects are getting started. The Mobile AR Marketplace is not a tutorial or workshop.
If your company’s only goal is to increase developers on your free/no cost platform, please let us know, we will help you to promote your event. But, let's be clear: the Mobile AR Marketplace is not designed to meet this objective. However, a company which is seeking to increase the number of developers on its no-charge mobile AR development platform may wish to participate in the Mobile AR Marketplace in order for some large brand to select its platform for all development projects or to influence the decisions of handset vendors.
Need to be convinced?
Reasons Content developer or providers will participate in the marketplace.
Reasons Handset manufacturers will participate in the marketplace.
Reasons Mobile network operators will participate in the marketplace.
Reasons Mobile advertising agencies will participate in the marketplace.
Reasons Mobile AR component and platform providers will participate in the marketplace.
Reasons Mobile application developers will participate in the marketplace.
Content developers and publishers
If you have geo-located content or databases of digital objects which you believe could be more compellingly presented with mobile AR, then you are eligible to attend the Mobile AR Marketplace and participate as a seller of content and a buyer of platforms. Your 2011 objectives probably include evaluating the offers of the AR browser platform providers, application developers and user experience experts. Representatives of these three groups will be available to meet with your company’s representatives at the Mobile AR Marketplace.
Handset manufacturers
If you are going to soon be shipping handsets with more mobile AR content or applications or wish to offer more to your mobile operator partners in the way of value added services for mobile AR, you need to participate in the Mobile AR Marketplace. Handset manufacturers will be able to meet with publishers of mobile AR browser applications and other mobile AR powered applications and a variety of content providers.
Mobile Network Operators
If you are going to meet the needs of your smartphone users in 2011, you will need to have an abundance of mobile AR options available for download in your subscriber portals. For certain models of handsets and in some subscriber packages, you may want to establish licensing relationships with leading application providers and have those be pre-loaded on your new devices. If you are seeking to increase the stickiness of your services for developers, you should also be having very detailed discussions with providers of core enabling technologies for mobile AR. The enablers include platforms which permit users to publish themselves and their content in AR-ready formats, providers of visual search and visual recognition algorithms and developers who can create custom mobile AR applications just for your subscribers to use.
Mobile Advertising Agencies
Your clients and brands worldwide are seeking to increase engagement with consumers who are using smartphones. The campaigns you recommend are increasingly going to include mobile AR as one of the features of the user experience. By coming to the mobile AR Marketplace, you will be able to meet and discuss new projects with mobile application developers, providers of pre-packaged applications and professional service providers who can take the hassle out of developing the hottest AR campaigns of the year.
Mobile AR component and platform providers
If your company will be providing your mobile AR components and platforms to mobile network operators, handset manufacturers, content developers and publishers, brands and advertising agencies, you must participate in the mobile AR Marketplace. Participation in the Mobile AR Marketplace will reduce your search time, increase the impact of your meetings for the remainder of the Mobile World Congress, and improve your sales throughout 2011.
Mobile application developers
Virtually all location and context aware applications, such as for navigation, entertainment/games, and retail shopping are going to be using mobile AR in the next 12 months. If you are developing applications for sale on an application store, or for your clients, then you will need to have the tools for reducing time to market and increasing the satisfaction of end users. The providers of content and advertising agencies are also seeking to meet with developers who have established themselves as “go to” shops for outstanding mobile AR applications or channels/layers in mobile AR browsers. Finally, the future of the web is mobile. If you are designing Web sites for mobile viewing, you may want to include an AR feature in your offerings to clients. To license the embedded viewers in future applications, you need to meet with the providers of mobile AR publishing platforms.
