For 2011, it's out with the gimmicks and in with the good stuff when it comes to mobile augmented reality.

At least that's the word from Jeff Arbour, SVP of The Hyperfactory, in a follow up conversation to a source interview we did for the new book, THE ON-DEMAND BRAND.

In this conclusion of our conversation, we talk about how QR codes and other forms of 2D barcodes msut overcome some considerable challenges, and about how mobile augmented reality will take off as marketers get past the silly stuff and start getting more purposeful. Along the way, we'll hear about some of his favorite existing AR apps - including IKEA's (shown here) - and what it will take for AR to really take off;

INTERVIEW: JEFF ARBOUR, SVP, THE HYPERFACTORY (Concl) - GETTING REAL WITH MOBILE AR

(Approx. 4:13)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

Publisher's Weekly

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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