// startup autopsy
Layar
The AR pioneer that arrived too early for the world to follow
timingAcqui-hire
Fatal mistake: Layar built an AR platform before smartphone hardware and consumer habits could support meaningful daily engagement, leaving it a demo novelty rather than a utility.
| Founded | 2009 |
|---|---|
| Closed | 2014 |
| Country | Netherlands |
| Sector | Consumer |
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Key Events Timeline
FOUNDING
Layar founded in Amsterdam, Netherlands, launching one of the world's first augmented reality browsers for smartphones.
PRODUCT LAUNCH
Layar launches its AR browser app, generating massive media buzz as one of the first consumer AR experiences on Android.
FUNDING
Layar raises funding reaching $17.074M total, fueled by hype around mobile AR and its early mover advantage.
PIVOT
Layar pivots toward interactive print and B2B publishing tools as consumer AR engagement fails to scale beyond novelty use cases.
SHUTDOWN
Blippar acquires Layar, ending its independent existence after 5 years as the standalone AR browser market fails to achieve mainstream adoption.