Augmented reality (AR) is a technology that superimposes a computer-generated image onto a user's view of the real world, thereby providing a composite view of the world to the user. With the massive rise in smartphone usage (Gartner estimates that smartphone and tablet sales will increase from $1.2 billion currently to $2 billion by 2015), it's clear that consumers are using their devices for interacting with all kinds of digital information. The experience of using your smartphone as a bridge between the real and digital world is the main value proposition of augmented reality. The “bridge” could be used to enhance a regular task to make it more exciting and intuitive; for example, in 2009, Yelp! released its "Monocle" feature, which allowed users to use their camera to "find" new places to explore around them.[1] This feature allowed Yelp! the very first application on iPhone to have an augmented reality component. The monocle feature was intended to give users an easier and more exciting way to explore Yelp! map using geolocation, that is, through the lenses of their phone but without having to crouch in front of their screen to do it. The other important use of augmented reality in practice could allow the user to perform tasks that would normally be impossible in the current environment; for example in 2012, Volvo, for the release of the S60, decided to target a younger population. They created a YouTube masthead that allowed users to "play the augmented reality driving game with their phone using the user's current environment" [2]. This meant that users could drive a car set on a map that reflected the environment of, say, their office building, but on their mobile phone! Therefore, it allowed users to use an augmented search startup Middle of paper......, which earned $3 million in venture funding after its very first demonstration at the Computer Vision Lab in Zurich University of Technology [17].The following chart from ABI Research shows current and planned investment rates in augmented reality development companies (which offer augmented reality development as a service) from 2012 to 2018 [18].ConclusionWe conclude that the emerging field of augmented reality is worth investing in. In, the most promising opportunity lies in companies that offer ARasaservice, which provide augmented reality software solutions to other companies through applications, print media or campaign management, in order to help strengthen the image branding, interactivity and, potentially, revenue from their customers. We believe this is more promising at present than AR product companies due to the lack of promising products in the startup scene and the high risks involved..