August 2, 2011

Layar Vision Opens the Door to the Next Generation of Augmented Reality Experiences

AMSTERDAM, August 2, 2011 /PRNewswire/ --

Layar, the largest open platform for mobile augmented reality (AR),
today announced Layar Vision. Layar Vision enables the mobile phone to
recognise real world objects and show digital content on top of them. When
holding their phone over posters, magazines and newspapers users are able to
view and interact with these digital experiences.

Layar Vision is an extension of the Layar platform, already used by over
10,000 developers worldwide to create Augmented Reality experiences for
smartphones. With this extension the platform is now able to enhance
existing media like print with augmented reality experiences. These
experiences offer brands and publishers new ways to engage with customers.
Layar is already installed on 10 million mobile devices ensuring an
extensive reach across multiple platforms.

Layar Vision is versatile in its ability to instantaneously detect up to
50 target objects on which a wide range of augmentations can be displayed.
These objects are easily combined with existing location-based layers, and,
in concert with audio, video and animated 3D objects, can create truly
immersive experiences.

"We are really excited about this release. Mobile devices can finally
'see'," said Maarten Lens-FitzGerald, Layar co-founder and General Manager.
"By adding Layar Vision we are taking an important step towards making
augmented reality more effective. With Layar Vision we enable developers to
create easy and fast user experiences. It quickly detects multiple enriched
objects around a user at any given time."

Documentation regarding Layar Vision is readily available on the site.
[ ]
Developers can expect the beta version of Layar's Publishing Platform
together with a beta version of its browser, with Layar Vision features
enabled, to be available within the coming weeks.

To kickstart the launch of Layar Vision, registration for the Layar
Creation Challenge worth $55,000 in total cash prizes, has opened today. The
10 developers with the best concepts for useful and unique layers using
Layar Vision will receive anywhere from $2,500 to $15,000. The winners will
be picked by a panel of internationally acclaimed jurors.

The new features introduced with Layar Vision will also be added to an
upcoming release of the Layar Player, which will be released in Q4 of this
year for both iPhone and Android. The updated Layar Player will allow
developers to incorporate Layar Vision features into their own individual
mobile applications.

Please visit [ ] for more information
about Layar Vision and the Layar Creation Challenge.

About Layar

Layar is the world's leading mobile augmented reality platform with 10
million installs, 10,000 developers and the largest content catalogue with
over 2,500 layers. Layar brings impactful augmented reality experiences into
people's everyday lives. The Layar application is available on Android,
iPhone, Symbian and Bada devices, comes globally pre-installed on millions
of phones and is promoted by leading handset manufacturers and mobile
providers like Samsung, Verizon and Sprint.

Layar was named as a 2011 Technology Pioneer by the World Economic
Forum, a Disruptive Innovator at the 2010 Deloitte Fast50 awards, and
received a Meffy Mobile Entertainment Award 2010 for Technology Innovation.

Layar is located in Amsterdam, The Netherlands. The company was founded
in June 2009.

To learn more about Layar, please visit

        Media Contact
        Claire Treacy
        Ballou PR
        [email protected]
        Mob: +44(0)7816-130-664