Same thing w/ my daughter -- at about 10 or 11 mos she started wanting to drop her afternoon nap. Which doesn't mean that you can't still put him down for 'quiet time' in the afternoons, even if he doesn't go to sleep. Some days when my daughter gets cranky in the late afternoons I put her down for even 20 min and it seems to help. But yes, you do have to put them down and then just walk away for the allotted time. The message has to be, once I put you down here, you're going to stay here for a while -- and within two or three days they adjust to that. It may help if you put him down before you think he's asleep. At about this age my daughter stopped letting me rock her to sleep; now she prefers to be put down before she's even drowsy, and she's happier rolling around w/ her bunny and her blankie and putting herself to sleep.
As far as how to move his morning nap back, just keep him awake 20 min longer every day and eventually you'll get him to take one nap after lunch (no matter what time lunch ends up being -- my daughter eats 4-5 meals a day so 'lunch' may be at 10:30 or 11).
And don't worry if this transition seems to take forever; it does. :-) It was months before my daughter was taking only one afternoon nap consistently on the same schedule every day. Some days it was one nap, some days it was two, some days the one nap came before lunch, and on those days, some days she sat in her crib every afternoon at 'second nap time' and fussed for 20 min straight. The best you can do is stay flexible and do whatever you have to to keep them from getting overtired.
Hope this helps! Hang in there!
J.