Barcelona, February 15th 2010. Augmented Reality (AR) platform provider Layar announces today the possibility for producers and publishers of AR content to offer their experiences for sale. In addition, Layar reached agreement with one of the top 3 mobile handset manufacturers for a global distribution partnership, which will bring Layar capable phones to the mass market. This will enable tens of millions of people to experience Layar AR content on their mobile phones in 2010.

The Layar platform allows brands, game developers, publishers and producers to engage with customers through the creation of rich immersive real world experiences. Already 375 layers have been published, with over 1200 layers in development. More than 2000 organizations in 70 countries are benefiting from the unique capabilities of the Layar platform, developing great content.

As of mid March 2010, all Layar producers and publishers will be able to generate a return from their investment in AR. They can offer both free and paid content through the Layar platform. Layar will facilitate global mobile payment processing and distribution in all currencies. Producers can fully focus on content - without having to worry about mass market distribution, developing for multiple mobile platforms, or financial administration.

Layar continues to strengthen its position in the Augmented Reality market with securing EUR 2,5 million (US $3,4 million) in funding by Sunstone Capital and Prime Technology Ventures, and surpassing the 1 million user mark. With this, Layar opens the door for mainstream business in the new medium of Augmented Reality.

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Layar has been judged the winner of two prizes at the Mobile Premier Awards, at Mobile World Congress. Layar was voted the Best Start Up in Marketing and Best Start Up in Entertainment. The Mobile Peer Awards is a key event organized around the Mobile World Congress in Barcelona.  A jury of industry experts chose Layar from over 90 leading Mobile Startups, and we are honored to be the only company to win two awards.

The prize for best startup in Mobile Marketing is granted in partnership with the Mobile Marketing Association.  The prize for Mobile Premier Award in Entertainment is handed out in partnership with the Mobile Entertainment Forum

“We have been enormously impressed by the innovation behind Layar and can see great potential in the application for brand mobile marketing initiatives globally,” said MMA MD for EMEA Paul Berney.”

“Layar stood out in particular for providing easy accessibility for third parties to enable greater usage and uptake of augmented reality, an area identified as one of MEF’s top ten mobile media trends for 2010. said Rimma Perelmuter MEF Executive Director.”

“This year’s competition was the largest ever with over 600 start up submissions from all continents” added Rudy De Waele, CNO at dotopen and organizer of the Mobile Premier Awards. “Layar is a great representative of the new generation of innovative startups.”

We at Layar are very thrilled and honored to receive these awards.