September 20, 2012, 11:40 AM unveils latest version of oil paintings app

Highlights include new art from sister company and augmented reality enhancements.

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Augmented reality technology in the app enables a user to place art atop a wall in her home as seen through her smartphone's camera. has unveiled the latest version of its Oil Paintings app, which features an augmented reality tool that enables users to virtually decorate their walls with art from the online store.

The newest version of the app has added more products and artists and now incorporates artists from’s sister company Artist Become. In addition, says it has fixed a few bugs in both the Android and iPhone versions of the app, making it easier to place art on an image of an individual’s home wall and share it on Facebook and via multimedia text message. launched its mobile strategy more than a year ago starting with the release of the first version of its Oil Paintings app for iPhone in June 2011, followed by the release of its mobile commerce site in September 2011 and an Android version of its app in November 2011. The online retailer’s latest mobile initiative was the launch of the iPad version of its app in April 2012.

The e-retailer reports mobile sales have increased 40% in the past three months.

“Our mobile strategy goal is to stay in pace with technology changes and the evolving landscape of the mobile/social realm we live in today,” says Amitai Sasson, vice president of marketing and development at “The app is a big success because it is fun and interactive. The app allows customers to do more than just shop for our fine art reproductions, but engage with the product with its various features, which include creating your own galleries and virtually decorating your own walls.”

More than 15,000 people have downloaded the app since its initial launch and the app continues to receive about 200 to 300 new downloads each week, reports.

“Companies should not set it and forget it with mobile apps,” says Sasson. “The development is an iterative process where you need to push updates all of the time to keep with the changing trends and to be on top of mind with your customers who downloaded the app in the first place. When customers see that an app has been updated recently they appreciate that and will most often update their phone with the newest version.”

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