Last week I attended eComm conference here in Amsterdam. One of the speakers was Claire Boonstra of Layar – a Dutch based startup who have developed an augmented reality browser for mobile and are soon to release version 3.0 – which is 3D.

3D Layar enables developer to create 3D objects in the virtual dimension. Demos of this range from 3D game objects to seeing a jumbo jet fly by or walking in an “experience dome” which provides an alternative world to the viewer. If you have some time there’s a video of Raimo van der Klein’s presentation at PICNIC this year which goes through some of the examples. Or you can get more information on the Layar site.

The potential of Layar is enormous, by enabling people to view the virtual world through the viewfinder of their camera phone, it opens up the possibility of creating timely, relevant virtual experiences to consumers in surprising and exciting ways.

With the 3D version, virtual objects and worlds can be created in the Layar dimension.  Already we have seen an augmented reality football game.  Enabling people to see and to strike virtual footballs.

Extend this idea further and Layar could enable you to see other football “players”. In fact imagine a game played out in cities with people tackling imaginary 3D footballs from others or giving invisible passes to others they see are on their team. Imagine a football flashmob enhanced by this virtual layar in which the game takes place, what if this game was home to virtual 3D Beckhams and Rooneys? Now there’s a thought.