Augmented reality startup Layar reveals Layar Vision extension

Uses AR to recognise real-world objects and display digital content on top of them.

Augmented reality firm Layar has launched a new extension to its technology called Layar Vision, which focuses on using AR to display digital content on top of real-world objects.

Isn't that what Layar does already? Not quite. The company's app has traditionally focused on places rather than objects: seeing virtual objects and information overlaid on locations in the real world.

Layar Vision is different: use cases include displaying content when a phone or tablet is held over a magazine, newspaper or poster - print media, in other words.

The content that can be displayed includes video, animated 3D objects and audio clips. Developers will be getting their hands on the tools and a beta version of the Layar Vision-enabled Layar browser within a few weeks. Consumers will get the new version of the browser in the fourth quarter of 2011.

Layar isn't the only company offering this kind of functionality, mind. Rival Metaio has been pitching its own technology to print publishers for a while now, while UK startup Blippar recently unveiled its own print-focused technology.