"The young British company, Extra Reality Ltd. (founded this June) has posted a couple of very impressive demos of its first product Popcode. With the goal of commercializing AR research done in the University of Cambridge, Popcode is a combination of marker based and marker less approaches. First the user needs to scan an easily identifiable code which causes her mobile to download a model used to register and augment a marker-less image."
More here: Popcode's website.
From: Augmented Times
