More IT jobs could be required across the UK after a leading advertising organisation said that the trend for augmented reality technology on smartphones "will definitely grow".
Jon Mew, director of mobile and operations at the Internet Advertising Bureau (IAB), said that the physical world and mobile are increasingly merging.
He added that more companies are providing vouchers for people through mobiles, giving them discounts and therefore driving them into stores.
His comments come after the New York Times reported that Aurasma search technology, created by Autonomy, will allow "visually convincing" images and videos to be superimposed directly onto real world objects appearing on smartphone screens.
Mr Mew added that augmented reality will continue to grow with more use of marketing campaigns.
"People are doing vouchers and discounts that you can use in store, and we're also seeing more examples where you can interact with packaging as well. So I'm sure that will definitely grow," he said.
