Augmented Reality—the result of superimposing computer-generated text and images on a user's view of the physical world—is a transformative concept that could dramatically change how we interact with and experience both technology and content. In prior articles, we have examined the convergence of media and technology companies. In this article, we examine the convergence of technology and content, and what it means for both categories of business.

Augmented Reality, or “AR”, provides a composite view of a physical space or object by adding a layer of information—or content—on top of it such that it appears the information is part of the physical world. For example, instead of having a menu bar on a computer screen, imagine seeing one emblazoned over the horizon as one looks out at the Rocky Mountains. Rather than let the user copy and paste, this menu might allow the user to see a map to a ski resort; check snow, weather and traffic conditions; get ratings for the resort; and find accommodations or breakfast spots for the trip up. Perhaps, it would give the user an option to contact her friends who are planning to visit the same ski resort.

Now imagine the user moves her gaze to the specific mountain peak where this resort is. One moment, she sees a group of skiers blazing a trail through fresh powder, she then hears an announcer describing the runs, the amenities and the wonders of the resort in rich detail, all while showing sweeping helicopter shots and other images of people enjoying the resort. A few moments more and the announcer offers to connect the user to a representative to purchase the lift tickets directly. If the user has not made up her mind to ski that resort, an episode of a short-form show begins to play featuring a group of youthful skiers and their daily antics. The user, is of course, invited to subscribe to watch more episodes as they come out, and get a discount on a three-day lift ticket.