• Fast Company, Monday, November 9, 2009 1:48 PM

Brushing aside the hype, Fast Company takes a sober look at Augmented Reality technology -- which superimposes content, data, and demarcations onto our everyday lives -- and asks whether consumers are destined to embrace it. Not that we haven't already. The yellow first-down line superimposed on televised football games is a basic example of augmented reality.

But a new breed of smartphones -- which can determine location through GPS and internal compasses, download data through mobile broadband connections, and process advanced graphics -- has serious implications for the future of AR. Yet, its success as an industry, according to Fast Company, "depends on both technologists and marketers to peel away the great expectations and find something real."

Read the whole story at Fast Company »