Smartphone applications featuring "augmented reality" are being used by an increasing number of companies to promote their products.

Ikea Japan K.K., the Japanese arm of the Swedish furnishing giant, launched a service in August that gives customers a virtual preview of how a piece of furniture will look in their home, with the help of a printed catalog, a smartphone or tablet and a mobile app.

Customers first open the catalog at the selected product page and point the smartphone or tablet camera at a cross at the bottom of the page. This gives them access to augmented reality mode. Next, they close the catalog and place it on the spot where they intend to place the new piece of furniture.