Augmented Reality (AR) – reality expanded with virtual elements.  This is basicallyan IT research field, combining the real world with computer generated Virtual Reality in a way that computer generated content merges with real space in real time.

At first sight the whole thing may look like science fiction and L’art pour l’art, yet it is not. Connecting the digital and the real world with the help of a tiny handheld device is already a reality. Other information from the internet (Tracking ID) is added to an image taken by a mobile phone or a printed picture with the help of a special program and a web camera.
The technology is much favoured by the automotive industry for visual presentations of cars, as was done by BMW when launching the new BMW Z4.

The advantages and areas of use for AR:

• It is considered a novel innovation amongst marketing tools
• Provides a unique brand experience
• Encourages interactions 
• Can connect offline and online adverts

Another good example was: LEGO who came up with a spectacular solution for shop displays, in addition they also used the graphics of the product as a Tracking ID, removing the need to place a separate icon on the boxes.
Mobiles are a key part of the AR world; when looking around, the camera on our mobile will display the opening times for the shops in view, as well as a description and distance for those in a specific direction (perhaps not even visible), in addition e.g. on the Wikitude.me site, visitors, similarly to Wikipedia and OpenStreetMap, are able to leave interesting notes and data, with the submitted information becoming immediately visible on the map.

These services of course, are not available on every phone; Geographical positioning capacity (e.g. GPS) and a compass mode are preconditions for this operation.
The Fashionosta development of the Zugara Company is a good example for the practical application of AR. Currently the greatest problem for web shops is a lifelike presentation of the product, especially clothing items, as it is not possible to try them on to see how the selected garment might fit. This application provides the solution, combining AR and motion detection. Naturally, the quality of the application can be further enhanced; however it clearly demonstrates the infinite potential of the technology.