It looks like Augmented Reality (AR) is the next big battleground for the world's information brokers. While Google's Patent Application is exploring new ways to introduce ads into Google Streetview, Apple is trying to stake its claim over the new AR frontier by obtaining patent (US Patent Application No 20100011304) pending for its iPhone which will enable advertisers know where you are. The patent allows an icon to be created for a contact on the home screen. The icon associated with an entity (say KFC) can be temporarily displayed on the mobile device based on the proximity of the mobile device (when you are hovering around a shopping mall which has KFC in it) to the entity. This allows KFC to locate iPhone users around it and relay directions, offers, discounts and deals (by Wi-Fi) on to your iPhone. The icon disappears when the iPhone user leaves the vicinity of KFC.
Patently Apple has more here.
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