As our social networks expand, collide and merge, they remain accessible from just about anywhere.  Constant developments have seen the ability to network on the go become commonplace, with Facebook and Twitter adapting to the ever increasing market of smart phone users who take their "world" with them, everywhere.  In addition to this, progression in our adaption of social technologies indicates physical locations are fast becoming a part of our virtual landscape.

Viewing the world through your AR enabled device is not exactly a new phenomenon, but recent developments have seen it become increasingly sophisticated and move more towards developing a truly rich geographically-engaged social network.

Augmented reality platforms such as Junaio by Metaio and Layar’s AR browser overlay digital information on the real world through the camera of your mobile phone.  Junaio has just enabled a facility to locate all available ATMs within your desired (adjustable) proximity. This form of Augmented Reality, known as Mixed Reality, works by using a combination of the mobile phone’s camera and compass-assisted GPS data to identify the user’s location and field of view. The application then retrieves data based on your geographical coordinates and displays that information in addition to the view of the real world around you.  This market is quickly becoming crowded and everyday new ways to leverage this information are being pursued.
 
With the success of Foursquare and Gowalla, the location-based social networking services that allow you to digitally 'check in' when at a venue, the potential for proximity-based digital marketing within an AR browser is steadily emerging. Those that participate in the use of these services earn points for ‘check-ins’ that ultimately result in a loyalty discount or other special offer.  Loyalty incentives are a long standing and proven way to drive revenue and seem to be the preferred method of enticing users to these services.

Apps such as Tripwolf aimed at travel and lifestyle are also becoming increasingly AR focused as it’s particularly appealing to have a (digital) guide in an unfamiliar environment. One of the latest applications to hit the street is the Pacha VIP Guide. This not only provides 'the ultimate guide to Ibiza’ but also uses augmented reality to help you find your way back to your accommodation after a night in the club. By collecting Pacha cherries app users will be able to unlock special offers.
QderoPateo, the innovators of Articulated Naturality and developers of the new Ouidoo Gaian Scene device have approached the mobile and proximity advertising markets using a different and more robust angle.

QP released their WorldLenns application for the iPhone and it is described as 'your personal gateway to see, discover and even "Tag the Real World"'. The app combines geo-tagging, in the form of ‘space-tagging’, another term coined by QderoPateo.

This application allows the user to take a picture with their iPhone and ‘tag’ it. You can develop your own community or select from preset option for tags such as a mood channel, green (eco) channel and a shopping channel.  Taylor Swift also has her own channel for content and over the course of her tour; her fans will be encouraged to participate by creating content through personal experiences.
What’s the point? The point is that this is a socially driven platform for the exchange of information, and a bit of fun for Taylor’s audience. It’s also a way for QderoPateo to educate the masses about space tagging. Having Taylor on board is a stroke of marketing genius when you consider the celebrity obsession that people have with social network sites such as Twitter and Facebook.  How long will it be before people can see the world through the ‘eyes’ of their favourite celebrity?

With all of the aforementioned AR enabled apps and services in the marketplace, it is only a matter of time before we see a Facebook/Twitter style dominance in this genre of social networking.  The question is, how long before one of the big boys collaborates with one of these services to take our social networks to the next level.

It is the cross-networking dynamic that we predict will be essential in obtaining dominance in this market.  Many of us feel that we have enough social networks to manage, the possibility of an AR enabled network disrupting the existing giants is unlikely and AR will simply feature as an element of these networks going forward.

Rumours began to circulate when Facebook CEO, Mark Zuckerberg, flew to New York to visit Foursquare CEO Dennis Crow. This meeting had every characteristic of a potential acquisition. But with Tagwhat and QderoPateo fast diversifying into the social networking genre, the prospects of such an acquisition pale in comparison to what could eventually become possible in terms of mobile marketing and AR enabled networking.

With technology developing so rapidly, it’s far more interesting to study and attempt to predict how articulated naturality will affect the market.

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