Patent ID: 8814048

Claim:
A computer implemented method of presenting an augmented reality view of a physical article, comprising: receiving image data representative of a physical article for which augmented reality content is available; determining an identity of the augmented reality content; sending a request for the augmented reality content, the request including comprising an indication of the determined identity; receiving a response to the request, the response comprising the augmented reality content; and presenting an augmented reality view of the physical article based on the image data and the augmented reality content, wherein the physical article comprises an identifier, the image data comprises data representative of the identifier, and the determining of the identity of the augmented reality content comprises computing identity information from the data representative of the identifier, the identifier comprises a location element and encoded data associated with the location element, and the computing of the identity information comprises: receiving the image data, receiving computer interpretable reference data corresponding to the identifier, using feature matching based on the reference data to determine a location and a scale and orientation of the location element in the received image data, using the determined location, scale and orientation of the location element to locate the encoded data for subsequent decoding into identity information, and decoding the resulting encoded data into the identity information.