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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

February 14, 2011 at 6:11 AM

Mobile World: Augmenting reality with a smartphone

BARCELONA, Spain — It’s supposed to be better than reality. It’s augmented reality.

Mobile chip maker Qualcomm is recruiting developers at Mobile World Congress to build augmented reality mobile applications, which creates graphics on top of an image captured by a smartphone.

A simple example of augmented reality is the yellow first-down line that appears to show up on the field to TV viewers of an NFL football game broadcast.

The mobile version Qualcomm is promoting creates animated graphics. The company showed a demo built for Mattel’s “Rock Em Sock Em” wrestling toy. When the phone’s camera recognizes a Mattel graphic, it creates two wrestling figures on the phone’s screen that you can control and move around with the phone.

Jay Wright, director of business development at Qualcomm, called it “the next form of QR,” the graphic codes that direct mobile phones to specific websites. He says he could see combining an augmented reality app with a print ad as a way to extend an ad onto a smartphone. At moments like these I like to ask myself, WWDD? What would Don Draper do?

The software development has been available since October. Here is a video of the Qualcomm demo with Wright.

[do action=”brightcove-video” videoid=”789282091001″][/do]

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