ZF Mobilio – Apps & Business Forum is the first event in Romania to provide the audience with a "Mobile Augmented Reality" (mAR) application. The application was exclusively created for the event by Syscom Digital (www.syscomdigital.ro), the mobile and interactive marketing agency that offers classic mobile marketing services as well as cutting-edge tools, according to a company press release.

The Mobilio mAR application involved a virtual journey in which the user had to complete the three steps of the interactive quiz, with the application concluding with a prize draw. The prize consists of a one-month promotion package for the application developed by the winner or the company they represent across the Mediafax group's online media. The application, available for iOS (Apple) and Android systems, could be downloaded by conference participants by scanning a QR code that directed the user to the online interface through which they downloaded the application onto their own phone (standalone application).

Once the application was accessed, users, by scanning the conference room perimeter with their mobile phone, could identify the three Content Points (POC) under which the quiz questions were "hidden." The content points were visualized as real elements located within the room (although they did not physically exist). Answers could be provided by identifying the visual elements corresponding to the correct option, the accumulation of which led to the final chapter represented by a form for entering the participants' minimum identification data.

The event concluded with the real-time drawing of the winner, which was viewed by participants on the conference room projection screen.

"Being an event focused on mobile applications, we chose to show the audience that Romania is also ready, from the perspective of cutting-edge interactive technologies, to implement innovative projects. Our application is developed in-house and differentiates itself from others by being standalone, meaning it does not depend on another application that needs to be downloaded from the AppStore or Google Play (Android Market). This type of activation presents interesting medium-term potential for marketers and creatives in the advertising industry," said Maia Novolan, quoted in the same press release.

International specialists estimate that AR technology will generate global revenues of over $1.5 billion by 2015. Internationally, the infrastructure of smart mobile phones supporting AR elements is continuously growing. Over 40% of global mobile phone users own smartphones. According to market data, approximately 2.5 – 2.6 million smart terminals are active in Romania.

"Mobile marketing campaigns will have the opportunity in the future to create innovative experiences that engage consumers in an entirely new and exciting way," concludes Maia Novolan.