During his recent trip to Qualcomm, Joshua Topolsky got an up-close look at Vuforia, the company's new branding for its augmented reality smartphone platform. CEO and chairman Dr. Paul E. Jacobs described it as the latest in a long line of technology platforms that Qualcomm has developed for others to build on top of. In the video, senior director of business development Jay Wright shows off an app built with Vuforia that let him point his smartphone's camera at an office phone to receive step-by-step directions on placing a conference call, with specific buttons highlighted for each step — Josh described it as Google maps turn-by-turn directions, but for a physical object. While the app that Wright demonstrated was built internally, it was build on Qualcomm's commercially available platform, so developers can build their own augmented reality apps for both tablets and smartphones and get them in the marketplace today.