after thought DAVID MEERMAN SCOTT
Layar on the Layar is both truly global and hyperlocal. The data sets come
Mashup from all over the world. Yet you can find something valuable—
restaurants and bars, retail shops, health clubs, educational
institutions, real estate, and more—a few steps away from where
you are at that moment.
Because Layar was created by a very small team of smart
o bsessed. I have become obsessed with an iPhone
application called Layar. I first learned about Layar in
February when I spoke at the Marketing Pioneers
event in Amsterdam and three people independently felt
compelled to share the locally developed application with me
entrepreneurs in the Netherlands, the application is data agnostic.
I hate to be pessimistic, but in my experience, had an application
like this been built by one of the humongous companies in the
telecom or software or information industries, it probably
wouldn’t be the same. The proprietary stuff would likely come
because they thought it was so interesting. into play and they’d probably make it a closed system that only
Layar is a free application that uses your GPS location to show works in one country.
what is nearby by displaying real-time information on top of the Layar already has a good content catalog and is growing very
image on your mobile’s camera (it works on other platforms as quickly. One of the earliest content providers was Funda Real
well as the on the iPhone). Estate, operator of the largest real estate portal in the Netherlands.
The founders of Layar call it “augmented reality.” I call it “cool.” Funda Real Estate aggregates about 200,000 property listings
And I think there are interesting insights into how large databases (nearly every property available in the Netherlands from all the
can be deployed through GPS-enabled mobile applications, major real estate agencies in the country). When you look through
delivering new revenue streams to econtent companies. the camera on your mobile device, the Funda layar presents a
Perhaps the best way to explain the application is to share marker on the location of each house that’s for sale that you see on
how I use it. As I tr