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Mobile Marketing by Daniel Rowles

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14

Augmented reality (AR) and real-world integration

According to Wikipedia, augmented reality (AR) is ‘a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data’. And herein lies the first problem of AR: it can mean lots of different things and covers a fairly wide range of apps and functionality. We’ll get the opinion of an industry thought leader later in this chapter, but let’s try and simplify things a little.

In simple terms, AR overlays information on top of what we see in the real world. This can be done via the camera and screen on a mobile device, or by using some customized solution like Google Glass. (Figure 14.1 ...

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