As fascinating as augmented reality is, the concept is struggling to lift itself out of the novelty arena. Japanese startup Tonchidot is off to a good start, however, after landing $4 million in venture funding from DMC and ITOCHU Technology Ventures for its new augmented reality company.

The difference presented by Tonchidot is its monetisation concept. The firm will use mobile technology to display its augmented reality marketing, potentially allowing locations to sell virtual goods from a real-world store front.

Tonchidot has already showcased the Sekai Camera system, which intends to use devices such as the iPhone to place geo-tagged visual information over the real-time camera image.

However, the company isn't entirely focused on placing virtual products on the physical shelves. The funding was achieved through the possibility of expanding Tonchidot's technology to include gaming, or at events.