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Summary:

Qualcomm demonstrated an Augmented Reality application that lets people point their smartphone camera at a DVD box and instantly pull up trailers for the movie inside. It’s a simple, easy to use application that shows off the practical power of Augmented Reality.

ARtrailerfeature

Last week when I stopped by at Qualcomm’s campus in San Diego to get an update on the mobile chip giant, Jay Wright, Senior Director of Business Development showed me some cool applications of Augmented Reality technologies. Qualcomm believes that augmented reality can act as a vital bridge between the physical world and the Internet’s data trove via the smartphone. Of course, the chip giant wants to champion augmented reality because it means more demand for high-powered mobile chips that Qualcomm makes.

Take for instance this demo app I saw that allowed you to focus the camera of your smartphone on a sealed DVD and instantly watch a trailer of the movie inside the without opening the packaging. You can watch two trailers at the same time as well.

The app takes a look at the DVD cover image, maps it to the online database and streams back the trailer in real-time. However, in order to make it happen, the phone needs a powerful dual-core Snapdragon chip, a fast 3G/WiFi connection and powerful graphics processor. It is easy to dismiss this as a gimmick, but using augmented reality to preview goods sealed inside boxes or getting additional information is a stellar idea.

“GPS, camera and compass in tandem can do some pretty amazing things,” Wright argued. I agree.

So far Augmented Reality has stayed in the realm of travel or location apps, but in reality it is simpler, easy to use scenarios such as the one I outlined above that is the best step forward. It is highly focused and adds value to an inanimate product in a simple, easy manner. Or as Wright said, “Augmented Reality is more than a mapping experience.”

From our archives: Mobile Augmented Reality: Apps That Will Change the Way We See the World

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  1. John Reindoer Monday, August 29, 2011

    “In order to make it happened” should be “in order to make it happen”

    Not really too impressed, image recognition has existed for quite a while now and streaming the trailer is obviously not rocket science. Cool nevertheless, but geeky people don’t often buy movies they don’t know anything about.

    1. Thanks for catching the top. I fixed that. I think it is more than just a DVD. This could be applied to any thing that is currently sealed and sitting on a shelf in a supermarket. Additional information via AR is a good idea in my opinion.

  2. They may have to rethink their demo, seeing as how DVD stores have just about disappeared.

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