With the recent advances being made in the mobile devices technologies and in their processing power, more complex and real-time computations are now possible. This rapid growth is providing Augmented Reality (AR) applications with a suitable platform for its mass usage. Until recently, most of the AR applications were limited to location-based and navigations applications. Currently, with the evolutions in the mobile computing field and in image processing technologies, a new and wider range of AR applications emerged. We present a brief overview of the AR field and of the different possibilities for creating AR applications. We discuss the advantages and disadvantages of building stand-alone AR applications or building a generic AR browser. After presenting the most significant open standard and proprietary formats for AR, this paper introduces a new solution for creating AR content. It consists of a platform exploiting an emerging ISO standard, called Augmented Reality Application Format (ARAF) consisting in an authoring tool that allow users to create AR experiences without requiring any programming skills and in an AR browser running on mobile devices