Layar's Augmented Reality Made Available for All iPhone Apps

Layar Player Released Today with the Launch of Three Player-Enabled iPhone Apps

AMSTERDAM, January 27, 2011 - Layar, the largest open platform in mobile augmented reality (AR),
announced today that the Layar Player is out of beta. The Player is now
available to all agencies, brands and developers to include AR for free in
their own iPhone applications (apps) and reach the 1M active users on the
Layar platform.

(Photo: www.newscom.com/cgi-bin/prnh/20110127/433218 )

The beta period concludes with the launch of three Layar Player enabled
iPhone apps - Bing sponsored Snowboard Hero, an augmented reality extension
in the popular game that allows players to earn more points; Layar Trade, an
application helping people view recent projects and work from local builders;
and VerbeterdeBuurt, an application to improve your neighborhood, letting
neighbors post their issues and ideas for the public space on the map.

"This year is about the democratization of augmented reality as we work
to find ways to make it easier for everyone to create and publish AR
content," said Claire Boonstra, co-founder and VP of platform and community.
"The Player availability is the first of many activities Layar will be
announcing this year to make this democratization happen."

"At Bing, we aim to bring information into people's lives that is
visually organized, simple and easy to digest. Augmented reality on mobile
devices provides more opportunities to overlap reality with digital
information that informs, educates and creates new ways to play within your
environment," said Wibe Wigenmans, Bing for Mobile. "The mobile experience
for Bing users continues to evolve as we constantly look for ways to create
visually engaging experiences."

NEW iPHONE APPS USING LAYAR PLAYER

    Bing Sponsored Snowboard Hero
    Created By: Fishlabs and MUZAR
    Available: United States

Hit the powder year round! For all of those gamers who just can't get
enough of the action, you can now open Snowboard Hero and play directly in
your reality. This Bing sponsored game gives you the opportunity to collect
extra credits by using augmented reality based on GPS position. To start
playing, a user goes outside into an open area and fires up the game. The
goal is to collect as many credits as possible within five minutes.

    VerbeterdeBuurt
    Created By: TAB Worldmedia in cooperation with The Saints
    Available: Netherlands

Take control of your community. VerbeterdeBuurt is a tool for citizens to
report any disturbance within their neighborhood directly to their
municipality. It is the natural way to see reported issues as well as the
submitted ideas for improvements within your own community.

    Trade Vision
    Created By: AYR Communications
    Available: United Kingdom

When hiring a contractor, don't just take their word for it - see for
yourself. Trade Vision provides a unique way to seek out work from a local
tradesman. By viewing what's around you using augmented reality, you will be
presented with icons representing the different types of work recently
undertaken by tradesmen in your area.

Download the Layar Player and create your own augmented reality app -
www.layar.com/tools/player

About Layar

Layar is the world's largest open mobile platform available on Android,
iPhone and Bada devices. To learn more, visit www.layar.com.

Meghan Hughes, +1-415-963-2552, Meghan at layar.com