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Enticing smartphone users with high-tech functions and original content, Japanese businesses have begun engaging customers by releasing custom mobile apps for free download. In the process, they’re managing to slip in a strong marketing messages into the pockets of loyal fans and potential customers.

On Jan. 24, Doutor, a national chain of coffee shops. launched their Doutor AR app. Made to be used in conjunction with the free magazine It’s My Times, the app displays animation and text on the user’s smartphone via augmented-reality technology. Users simply hover their phone’s camera over special points on the magazine to view these extra features. The magazine, available only in Doutor shops, is designed to be read while customers relax with a cup of coffee. This app, available only until the end of February, is a clever way to attract more readers while also boosting brand profile. One of the attractions of downloading the app for readers of the magazine is the opportunity to watch and listen to a song performed by cover star Lisa Ono.

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