After briefly falling out of fashion, it appears that augmented reality technology is again receiving interest from tech firms and investors. Google’s Motorola Mobility unit recently announced the acquisition of Viewdle, which makes augmented reality and photo recognition technology. In addition, the insideAR conference reported its attendance nearly doubled, and Nokia recently launched its City Lens AR application.
“What we are seeing this year is that many big brands have started to invest. The change compared to two years ago is that augmented reality isn’t just a technology demo, but what is launched has a use case,” Martin Herdina, CEO of augmented reality vendor Wikitude.
“What is driving this is when it comes to mobile, traditional display advertising is certainly not working like it did on the desktop,” said Jay Wright from Qualcomm. “So brands are realizing the way to engage with consumers is through apps, and they want to do everything they can to make those apps more compelling.”