SA company 2moro mobile has launched an Australian-first iPhone app that lets visitors to WOMADelaide 2010 learn who is performing by simply pointing their handset towards the stage.

Called Augmented Reality, this feature uses the built-in GPS and compass of the iPhone 3GS to identify your location and direction and display an overlay screen containing the performer’s details from the WOMADelaide itinerary.

WOMADelaide 2010 is expecting an attendance of more than 80,000 between today and Monday, with visitors viewing performances and workshops by some 35 groups from more than 20 countries.

2moro mobile is an Adelaide-based company that develops innovative iPhone applications for major events. Its free WOMADelaide application, which had been downloaded by more than 2000 people even before the Augmented Reality version became available today at Apple’s AppStore, allows iPhone users to:

• Search all artists performing at WOMADelaide and listen to music samples
• View the performance schedule to see when and where an artist is performing
• Bookmark a favourite artist
• Stay up to date with latest WOMADelaide details in its Twitter and news section
• View a zoomable map of the WOMADelaide 2010 festival.

Nicola Prime, marketing manager for WOMADelaide event organiser Arts Projects Australia, said 2moro’s WOMADelaide iPhone app was amazing. “The app is a must-have for anyone attending and we're excited about bringing the festival into the digital age!” she said.

“Imagine walking past a stage when a musician you've never heard of blows you away. Now you just hold your phone up to the stage to find out who it is."

Mr. O’Neill said WOMADelaide was the first music festival in Australia to offer Augmented Reality via the iPhone. “The Voodoo Fest event in New Orleans offered an augmented reality browser last October, but we are the first in this country,” he said.

For more information about 2moro mobile, visit www.2moromobile.com.

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