Depending on where you live, if you’ve ever wanted to hear from the founders of Layar up close and in person, this week is a good chance to do just that! This week, both Maarten Lens-FitzGerald and Raimo van der Klein will be speaking at events in both Europe and North America.

Tuesday and Wednesday this week is the third annual Augmented Reality Event in Santa Clara, California. Maarten will be making his third appearance at the event, and will be presenting in the business track about the augmented reality market.

Maarten’s talk, dubbed “Where the Money Is,” will be an overview of lessons learned by Layar as we strive to make our technology ubiquitous, secure a strong hold in existing revenue streams and make money for ourselves.

“It is about what lies beyond today’s AR with geolocation, games, 3D campaigns, animation, etc.,” says Maarten about his talk.

You’ll also be able to watch a demo of a new product coming soon from Layar which aims to achieve these goals. The talk is at 10am on Tuesday, May 8th at ARE2012 at the Santa Clara Convention Center.

As for Raimo, he’ll be much closer to home at Mobile Convention Amsterdam (MCA). After a highly successful sequel event last year with over 800 visitors, MCA is back again for the third time to bring together the best and brightest in the mobile world in Northern Europe.

On Tuesday, May 8th, Raimo will be speaking with Anita de Beijl, marketing manager for Sanoma Media’s vtwonen. You may remember our project with vtwonen not long ago in which they used Layar to enhance the pages of their magalogue with extra content and direct buy buttons.

Anita and Raimo will discuss the process of partnering up to create this project and the results of the experiment. You can see the discussion live tomorrow at 12:45pm in the Media & Publishing track at MCA.

Last week the first big Augmented Reality event took place at the Santa Clara Convention Center in the US. We were invited to speak in several slots. It was a great event organized by @comogard, @tishshute and @whurley. It was good to talk to all the others working hard to make the AR Mass medium emerge. Amazing to see what some are doing in the mapping and track field. The keynotes where inspiring. The one by Bruce Sterling is online as well as the one from Will Wright. Will Wright even mentions Layar in his Keynote (at minute 31). Hopefully the keynote by Jesse Schell will be online soon as that one was good and entertaining!

Here are the slides from the Layar ARE2010 main presentation, for the Business Model track, where we shared our vision on AR as a mass medium, our latest statistics, the 5 AR content categories we see emerging form the developer community, what types of product market fit we see developing and of course the latest release of the Layar Browser with Stream for real time location based search.