At the BRITE '12 conference, Chas Mastin, Chief Technology Officer, 5ivePoints, talks about the growing hype, and confusion, about augmented reality (AR) and its potential to be another transformative technology. AR eventually redefine how we interact, but a look back to the buzz that surrounded virtual reality provides a warning -- AR could soon be viewed as another unnecessary technology rolled out too early.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.

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