Around a third of all smartphones will soon be shipped with augmented reality software built in, according to the Reuters news agency.

Layar, a Dutch company and pioneer of the technology, has signed distribution deals with many of the world’s largest smartphone manufacturers, including Samsung and LG, Reuters reported. The company therefore expects that its software will soon be distributed with a third of all new smartphone devices.

Phone-based augmented reality systems superimpose data, such as directions to the nearest train station or the names of shops, over the image seen through the device’s camera. It is predicted to become an important, context-aware source of information used by consumers as they shop and travel.

Proponents also claim that augmented reality technology has applications within business, such as warehouse management and field sales.