On his trip to Qualcomm recently, Joshua Topolsky – editor of The Verge got a close look at Vuforia, the company’s brand new augmented reality smartphone platform. It was described by CEO and Chairman Dr. Paul E. Jacobs as the latest in the long line of smartphone platforms that the company has developed for others to build on top of. Jay Wright,senior Director business development also showed an application built on Vuforia. The application allowed him to point his smartphone’s camera at an office phone to receive step – by – step directions on placing a conference call. Josh described it synonymous to Google maps turn – by – turn direction, with the only difference being it was being used for for a physical object. Though the app shown was built internally, developers can build their own augmented reality apps for both tablets and smartphones and put them up in the marketplace.