Case Study Layar - Mobile Augmented Reality

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University
 of
 Amsterdam
 –
 Business
 Studies
 

 
 
 

International
 Entrepreneurship
  March
 –
 2010
 
  dr.
 Tsvi
 Vinig
 

“Ubiquity
 First,
 Revenue
 Later”
 
A
 descriptive
 case
 study
 on
 the
 entrepreneurial
 venue
 Layar
 B.V.
 

 
 

 

Bendert
 Katier
  Studentnumber:
 5927752
 
  Bendert.katier@gmail.com
  http://twitter.com/BendertKatier
 

 
 


 
 
 
 

2
 

 
“Ubiquity
 First,
 Revenue
 Later”
  A
 descriptive
 casestudy
 in
 the
 entrepreneurial
 venue
 Layar
 B.V.
  Bendert
 Katier
 –
 5927552
  University
 of
 Amsterdam
 –
 Business
 Studies
  International
 Entrepreneurship
  March
 –
 2010
  dr.
 Tsvi
 Vinig
 

 


 

3
 

Table
 of
 Contents
 
Introduction ........................................................................................................................ 4   Background ......................................................................................................................... 6  

Let’s
 do
 something
 and
 it
 must
 be
 mobile ......................................................................... 6   Layar
 was
 born
 from
 many
 ideas,
 passion
 and
 ambition............................................. 7
  Expending
 and
 growing ........................................................................................................... 9   From
 ‘gradual
 roll
 out’
 strategy
 to
 open
 platform
 strategy...................................................9   Business
 model ......................................................................................................................................10   Competitors .............................................................................................................................................11   Future

 developments ..........................................................................................................................11  

Analysis
 of
 Layar’s
 development
 cycle
 and
 it’s
 current
 position ................... 13
 
Analysis
 of
 entrepreneurial
 actions ..................................................................................13   Analysis
 of
 strategic
 actions .................................................................................................14  

New
 insights
 and
 entrepreneurial
 lessons
 learned............................................ 16
 
Entrepreneurial
 insights .......................................................................................................16   Strategic
 insights......................................................................................................................16   Discussion...................................................................................................................................17  

References ........................................................................................................................ 18   Exhibits .............................................................................................................................. 21  

 

 


 

4
 

Introduction
 
In
 the
 past
 augmented
 reality
 was
 a
 rather
 looked
 down
 on
 hobby
 of
 computer
  geeks
  and
  science
  fiction
  fans,
  however
  it’s
  now
  becoming
  a
  widespread
  phenomenon.
  Applications
  for
  handheld
  devices,
  like
  the
  iPhone,
  and
 ...
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