Although the correct description "mobile markerless tracking algorithm optimized for dual-core chips" sounds very complex, the demo shows how easy life can be with AR. For example by getting virtual service instructions of a printerembedded into the live video.
The most recent research project in the area of Diminished Reality by Jan Herling and Wolfgang Broll, Ilmenau University of Technology, Department of Virtual Worlds / Digital Games, 2010.
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ARmedia Augmented Reality 3D tracker (I-Mechanic)
3DS AR
YouTube - Making Life Easier with Augmented Reality
YouTube - The incredible world of Diminished Reality
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