I first came across Layar at Mobile 2.0 Europe when I met Maarten Lens-Fitzgerald (aka DutchCowboy to Twitterers) and he demo'd the latest version of his augmented reality software on a G1 Android device.
I had previously taken a look at all the companies entered into the Mobile 2.0 start-up competition and, out of all of them, it was Layar that had really captured my imagination.
Why? Firstly, because it was something new (though not the first of its concept, it is certainly the best marketed augmented reality mobile software to date) that immediately brought to mind the famous Terminator movie, where Arnold Schwarzenegger, as The Terminator, scans the street and an overlay of information about the height and weight of people ahead of him is projected onto his vision.
Secondly, because I believe that the future of mobile is all about interacting intelligently with the surrounding environment (or location) and information overlays on street-view maps point in the right direction of this.
Today, Layar announced that it is opening up for business with developers, allowing access to its platform to a new wave of digital map layer pioneers. 50 developer keys are to be provided to interested companies from around the world.
You can see the full press release about this here: http://bit.ly/RgwTP
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