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Vuforia is an augmented reality platform that is, according to Qualcomm's Michael Gervautz, already used in around 1,500 mobile apps.
It uses an SDK provided by Qualcomm, is optimised to work particularly well on handsets using the company's chipsets, and has already been out for a year or so.
Vuforia's application has been almost entirely in marketing and advertising, allowing print ads and even magazine covers to trigger various interactive animations and videos.
Gervautz suggested Vuforia apps will work on around 80 percent of smartphones out there. For app developers, the SDK removes the need to have to deal with the peculiarities of various handsets and tablets' operating systems and cameras.
(Image credit: David Meyer)