Augmented reality is a new and exciting technology with one key problem: much like the first cellphone, many people don’t yet understand what it really is and how it can fit into our lives.

At industrial companies today, software now defines and enables the customer experience. The automotive industry is seeing a major transformation in this regard, where software development is quickly becoming both the new core competency as well as the market differentiator. From sensors and controls that make a car perform better to remote access to navigation, music, and personalization options, software is behind virtually every aspect of the vehicle.