Recent development on smart devices (smart phone, and tablet PC) are widely used in many areas including educational environment. In campus domain, the GPS and Gyroscope based Mobile AR applications have usually been used to build the U-Campus Tour Guide services which conveniently assist students to familiarize their campuses. Currently, different campuses have been building their own Mobile AR applications. However, not all the information in each Mobile AR application is necessary to every end user. Also, the Mobile AR applications of different universities often not only contain too much information but also have reusability problem for other universities. Therefore, an advanced personalization is proposed to solve the problem. In order to achieve personalized knowledge for different student’s campus life, the university environment needs to be captured. Ontology has been popular for developing knowledge-intensive applications recently. In this research, the proposed reusable Ontology-based Mobile Augmented Reality System (OMARS) is able to develop different application tailored to each university, to provide personalized student information and to ease students’ campus life, which may lead to increased learning efficiency. In the end, the ultimate goal is for each university to offer ubiquitous personalized campus life services as well as to furnish students with the ontology-based knowledge and mobile augmented reality to improve quality of the campus life.