Print and publishing and the future of Augmented Reality

For Augmented Reality to reach beyond novelty (the simple “wow” factor) and become utilitarian and enjoyable regardless of where the user works or plays, there will need to be: • a nearly infinite amount of content, just as there is today on other digital platforms (e.g., the Web), • an easy system for the owners of content to build or find complementary digital data and have their content be viewed and associated with additional digital information in AR-assisted applications, and • many options for end users to reach the content and experience the AR enhancements.