"These new technologies are changing humanity's view of itself, giving people the ability to redefine the limitations and capabilities of the species, changing the nature of what it means to be human."
Outstanding report on Augmented Reality by Deloitte. Tons of great information in here and packed with some great examples what you can do with augmented reality.
It's funny, I used to think of AR as a technology looking for a market as there are so many really poor AR demos out there, eg "view a QR code for a popup ad".
Now I look at AR as simply a user interface extention. If used right it can completely revolutionize the user experience for your App, saving customers time, adding value, and helping people understand context.