I gave a series of talks about augmented reality just before Christmas. The BBC have just published a neat round up of a few coming innovations in this area. The key point in all this talk of a brave new world of AR tech is that ownership of devices that can handle AR is still very small and wont break the 50% barrier untill well into 2011. The forthcoming iSlate from Apple and GPS enable digital cameras will broaden the base of users away from just phones. That said any brand owner not taking note of these developments is being very foolish.
"...AR is a technology that allows data from the web to be overlaid on a view of the physical world.
Although a relatively small sector at the moment, analyst firm Juniper Research predicts that AR will generate incomes of $732m (£653m) by 2014..." - Jane Wakefield BBC
I still feel that creatively we are only just scratching the surface of what AR can really do. There is a real challenge to agencies and brands alike to fully come to terms with the concept of virtual and real worlds overlaying each other.