This document provides an overview of augmented reality (AR) and Catchoom's image recognition technologies. It defines AR as adding digital information to a real-world view in real-time. Trends discussed include wearable AR, cloud-based apps, and 3D tracking without markers. Case studies show how AR enhances print advertising. QR codes are compared as being less aesthetic and only working on flat surfaces. Catchoom is introduced as an image recognition platform that powers AR apps and increases user engagement with printed content.