GOLDEN PAGES publisher Truvo has added augmented reality (AR) and a location-based deals service to its smartphone app as it seeks to better integrate its print, mobile and online services.

The AR function can be used along with the latest edition of the Golden Pages, with the cover becoming an interactive game when viewed through the app.

“It is a nice way to bring mobile, online and print users together, combining the three elements,” said Catherine Weadick, marketing manager of Truvo Ireland.

The latest Golden Pagesdirectory has been delivered to more than 1.2 million homes and businesses in recent months, while the goldenpages.ie Android and iOS apps are installed on 160,000 devices in Ireland.

According to Ms Weadick, the directory is still widely used but as people increasingly go online, it is important that the Golden Pages brand is still a prominent search option for them. “It’s also a way for us to make people aware of our mobile application. The way people search for things is changing and things are changing rapidly so we need to be too.”

Telecoms company Imagine also has an AR-enhanced advert on the directory’s front cover, which among other things allows customers to check their WiMax coverage through the app.

In addition to AR, the new app features a location-based deals service, which Truvo is testing.

According to Ms Weadick, users will either be alerted when a deal is available nearby or will be able to search to see everything that is on offer in their location.

“It’s just in beta stage at the moment and we’re running a trial with some Irish companies, but users will start to see those deals coming through in the coming weeks,” she said. “Given the proliferation of mobile usage, it is vital for the success of our SME advertisers that we offer them new media solutions.”