Augmented reality, the mixing of the virtual world and the physical world, is becoming increasingly more simple. Who prints out a PDF A4 on strafwerk.nu (Dutch) and allows the program to watch through the webcam will see a BMW appearing on their desk. It's astonishingly simple.
Future Vision by Erwin Van Lun on this article
The essence of this innovation is the simplicity. Augmented reality gives brands the ability to show animations of products the moment a screen is near. However, before the masses start to use this (and brands get on with real innovative applications), all hurdles have to be taken away first. Software installation is an example of such a hurdle. And that works fine here.
Now it’s waiting for the first iPhone application. Then brands will follow quickly.