Augmented Reality – because the world is not enough…


The British Science Fiction writer Arthur C Clarke once said: “Any sufficiently advanced technology is indistinguishable from magic.”

In my opinion, one such technology is Augmented Reality. Or just ‘Augmented’ or even ‘AR’ to the cognoscenti.

I saw a powerful demonstration of AR (by Brand Attention) at the recent London Online Marketing Show. It reminded me how far AR has come.

The basic idea is to overlay something onto the real world (using a webcam) to provide more information than meets the eye. E.g. you walk down a street and view a building through your mobile device; you see a ‘heads-up display’ (or […]