Mobile Augmented Reality (mobile AR), as one of the most prospective mobile applications, intends to provide richer experiences by annotating tags or virtual objects over the scene observed through camera embedded in a handheld device like smartphone or pad. In this paper, we analyzed the current status of the art of mobile AR and proposed a novel Points of Interest (POIs) data model based on ontology to provide context-aware information retrievals on lots of POIs data. Proposed ontology was expanded from the standard POIs data model of W3C POIs Working Group and established using OWL (Web Ontology Language) and Protege. We also proposed a context-aware mobile AR platform which can resolve three distinguished issues in current platforms : interoperability problem of POI tags, POIs data retrieval issue, and context-aware service issue.