Augmented Reality (AR) platform provider Layar announced 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. 375 layers have already been published, with over 1200 layers also 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 also facilitate global mobile payment processing and distribution in all currencies enabling producers to fully focus on content - without concerns of mass market distribution, multi-platform development, or financial administration.

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

According to figures released by the IAB this week, mobile can boost online advertising effectiveness. OK this is not be surprising to those in the mobile industry, but it is certainly welcome news with click through rates up 150 percent and brand recognition up by 43 percent. The IAB partnered with research agency Brand Driver, mobile agency Mobext, part of MPG Media Contacts and financial provider Nationwide Building Society, who ran a series of mobile and online display ads promoting Home Insurance.

The campaign, which ran simultaneously over the mobile operator sites of 3, O2, Orange, T mobile and Vodafone, and the mobile and web portals of MSN and Sky, found that:

* When exposed to ads across online and mobile, recognition was 43% greater than those exposed just to the online component.

* Consideration of Nationwide Home Insurance increased by 24% when respondents had been exposed to both the mobile and online ads.

* Spontaneous brand awareness was 50% higher amongst those who had seen mobile ads than those who had seen no Nationwide advertising, and increased to 114% when the sample were exposed to both online and mobile.

* Advertising across both platforms increased performance - the click-through rate online was 150% higher amongst those that were exposed to - and recalled - the mobile ad.

The study also identified 3 key trends for the mobile internet relating to consumer attitudes and behaviour, which marketers should be incorporating into their 2010 communications strategies: targeting, user experience and brand-building.

CALL FOR SPEAKERS - CLICK HERE FOR FULL DETAILS

Following the successful launch of the Mobile Squared Roadshow in November 2009, I am delighted to announce that we are rolling the Roadshow out across 4 continents, starting with Asia in Sinapore in May 2010. Confirmed dates are:

• 5-6 May 2010, Singapore
• 1 July 2010, New York
• 29-30 September 2010, London
• 7 December 2010, Cape Town

The mobileSQUARED Roadshow’s strategy is to actively reach out to the non-mobile sectors and attract delegates from all industries. And that’s exactly what we do, as our delegate breakdown testifies. We want speakers with a pedigree in delivering exceptional mobile campaigns and strategies, with something compelling and relevant to communicate to an audience made up of mobile and non-mobile delegates.

Please contact me on james@camerjam.com if you would like to submit a speaking proposal for any of the 2010 Roadshows

More details here

The always inspiring and excellent Tomi Ahonen has released his 2010 Almanac which is available for immediate download for 9.99 euros. Go get it now!

Here’s an excerpt from his blog:

“This is the 2010 Edition of the TomiAhonen Almanac, where every chapter has been thoroughly revised and updated. The page count is up from 171 pages to 180 pages and the count of tables and charts is up from 71 to 84. It is pretty much everything and every fact and stat you could hope for in a document of this size. The eBook style Almanac is formated for the small screens of smartphones so you can carry it with you everywhere.”

Read more here or BUY IT here