Etisalat Group, the telecommunications corporation with operations in 15 markets across the Middle East, Africa and Asia, on Monday showcased its newest Augmented Reality technology at GITEX Technology Week 2012.

The new Augmented Reality platform, part of the digital services that Etisalat is showcasing at GITEX 2012, enhances the view of real life by overlaying computer-generated content, whether video, 3D models, or interactive and dynamic web content, and it can be triggered by an image, a location or a combination of the two.

Ahmad Abdulkarim Julfar, chief executive officer of Etisalat Group, participating at a roundtable discussion on Digital Transformation at ITU Telecom World 2012, said: “The rapid development of new technologies such as mobile phone cameras, more powerful computing processors, touch screens, GPS devices and more, are driving the development of the digital applications, including Augmented Reality.

“There are an increasing number of these applications available on tablets and smartphones, and they have enabled us to make use of all of our senses, including the sense of touch and hearing.  For example, imagine a virtual friend who is always near to give information and data around the clock.”

Etisalat continues to develop new technologies and innovative services that meet the requirements of customers today, including the need for high-speed internet access.

“In addition to Augmented Reality applications that are currently available in education, commerce and gaming, we see a promising future in digital advertising, medicine, engineering and other future sciences.”

Julfar also added that the investment in digital services, and specifically in Augmented Reality in the field of education, can be used in many different sectors, such as recreating and reproducing the illustrated history of the United Arab Emirates, highlighting the importance of heritage in a way never before seen.

“Governments need to encourage investment in ICT as technology will be involved in every aspect of our daily life, including health, e-commerce, cloud computing, video services and M2M, and will contribute to economic growth and social development.”