Augmenting print

Etisalat has partnered with Ogle Middle East, to roll out its application to the operator's 100 million-plus subscribers

Augmented reality continues to be seen as one of those sexy technologies that has captured the industry’s attention but has yet to find a strong business model.

Speaking in the Business Model Transformation stream at Broadband World Forum yesterday, Raimo Van der Klein, creative director and co founder of Amsterdam-based Layar, said his company was now looking to print as a “very fertile” land of opportunity.

Van der Klein acknowledged that while newspapers are struggling, he believes that magazines are still in a strong position, especially those catering to niche subjects and fan bases.

Layar is reluctant to talk to the operator and handset OEM communities, and instead sees most opportunity in going direct to publishers with its interactive print offering, where it feels it can change the relationship between people and objects in their environment.

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