Until recently, it was easy to dismiss augmented reality as at best a luxury add-on to cellphones, at worst a gimmicky marketing stunt. From to Android’s  to Snapchat’s , AR applications could be (literally and figuratively) game-changing, but at their core, they were about fun, not fundamentally changing business models.

But while that dismissive view of AR may apply to some of its more headline-grabbing applications, something more significant is afoot in the burgeoning space. The latest

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