“The success of the Flash Platform is that it reaches users on desktops, laptops, phones and smartphones, tablets, TVs and other consumer devices,” said Emmy Huang, group product manager for Flash Player at Adobe. “The ultimate goal of our collaboration with Total Immersion is to help make the Flash Platform the choice for creating augmented reality apps for the broadest number of platforms.

“We’ve been working on AR technology for 10–12 years. For the first 10 years, [progress] was very slow, but for the last two it has been very fast because more devices are shipped ready for AR,” Uzzan said.

According to Uzzan, Total Immersion’s latest application for eBay wasn’t conceivable until the creation of a mobile phone with a high-quality front-facing camera and a high-quality display screen, such as on the iPhone 4.

Uzzan said retailers looking for a “new way to interact with their customers online and in store” would like this technology because it has the potential to allow consumers to try on items—clothes, furniture, perhaps even cars—without actually being near the item.

Like Husson, Uzzan also said that the market is not fully mature, but that it has a great potential to be used by a variety of businesses in the future. He said it may even play a role in television applications as more set-top boxes are shipped with video cameras.