Entrepreneurs Michael Birch, Dave McClure and Geoff Ralston from Imagine K12 were on the Dublin Web Summit main stage this past week in a discussion moderated by TechCrunch’s Mike Butcher on Disruption: How the technology industry eco-system is changing.

Entrepreneurs Michael Birch, Dave McClure and Geoff Ralston from Imagine K12 were on the Dublin Web Summit main stage this past week in a discussion moderated by TechCrunch’s Mike Butcher on Disruption: How the technology industry eco-system is changing.

Entrepreneurs Michael Birch, Dave McClure and Geoff Ralston from Imagine K12 were on the Dublin Web Summit main stage this past week in a discussion moderated by TechCrunch’s Mike Butcher on Disruption: How the technology industry eco-system is changing.

At the Dublin Web Summit in Dublin, Ireland this past week, Amazon’s CTO Werner Vogels was interviewed on the main stage. Have a listen:

At the Dublin Web Summit in Dublin, Ireland this past week, Amazon’s CTO Werner Vogels was interviewed on the main stage. Have a listen:

At the Dublin Web Summit in Dublin, Ireland this past week, Amazon’s CTO Werner Vogels was interviewed on the main stage. Have a listen:

Here’s a glimpse from this year’s WITI event (Women in Technology), held in October 2011 in San Jose, CA.

Here’s a glimpse from this year’s WITI event (Women in Technology), held in October 2011 in San Jose, CA.

Here’s a glimpse from this year’s WITI event (Women in Technology), held in October 2011 in San Jose, CA.

Augmented Reality (AR) technology enables camera-equipped smartphone and tablet computer uses who have downloaded apps to point to an object and retrieve information.

The apps overlay is what can be seen in plain sight with digital photos, videos, text or more.

Point your smartphone at an Italian restaurant, and diner reviews of its lasagna pop up on-screen. OR, you aim your tablet computer's camera down a residential street, and over images of the houses you see which ones are for sale — along with the asking price, number of baths and square footage. 

The technology is called augmented reality, or AR, and businesses are racing to incorporate it in as many consumer applications as they can. It's essentially the same technology TV sportscasts use to digitally paint a first-down line on a football field, adapted and updated for camera-equipped smartphones and tablet computers.

AR has been around for years, but only recently gained traction for consumers with the widespread adoption of smartphones equipped with electronic compasses and GPS chips to determine where the devices are and what they're pointing at.

The mingling of the real and virtual worlds works by overlaying what can be seen in plain sight with digital photos, videos or text. It's similar to the sophisticated bar codes known as QRs, but has a much wider range of applications. A QR requires a digitally created image, or code, printed on an advertisement or product.

With AR technology, a consumer simply points at an object to get information. Aim at a house, for example, and find out whether the resident is selling anything on eBay Classifieds. Or point to an apartment building, and find out whether there are vacancies and what the landlord wants for rent. For a more extensive read on this, check out the LA Times from which a summary/overview of this was retrieved.

An interesting and informative video below: