Dutch start-up SprxMobile has launched Layar, a mobile application for Android phones. Called the world's first "augmented reality browser" Layar displays real-time digital information over images viewed through the camera on a mobile phone. The handset must be equipped with a camera, GPS and a compass in order to display the information, which includes offers such as houses for sale, popular bars and shops, jobs, healthcare providers and ATMs. The first country to launch Layar is The Netherlands. Launching partners are ING (bank), Funda (property website), Hyves (social network), Tempo-team (temp agency) and Zekur.nl (healthcare provider). Starting up the Layar application automatically activates the camera. The embedded GPS automatically knows the location of the phone and the compass determines in which direction the phone is facing. Each partner provides a set of location coordinates with relevant information which forms a digital layer. By tapping the side of the screen the user switches between layers. SprxMobile is planning further roll-outs, together with local partners, in Germany, the UK and the US this year. The Layar application will be available via the Android Market. Other handsets and operating systems are in development with a priority on the iPhone 3G S.
