Snapchat Quietly Acquired An Israeli Augmented-Realty Startup

As noted by TechCrunch, Snapchat acquired Cimagine, a 4 year-old startup that allows consumers to instantly visualize products that they want to buy in their intended location.

According to Cimagine's website, the company's technology gives consumers the ability to see how products will look and fit in their own home through a smartphone. The technology also allows brick and mortar stores to create personalized showrooms and provide customers with a more interactive experience.

The company's YouTube page shows how a consumer can browse a dining table on Macy's Inc M's website and then view what the table would look like in their own dining room through a tablet.

TechCrunch suggested that Snapchat can implement the newly acquired technology to enhance its marketing campaigns. On the other hand, the acquisition could also be seen as a "talent grab" as Cimagine's four co-founders all specialize in computer vision and image processing.

Snapchat can also begin building a development center in Israel, and follow the likes of many other high tech companies, including Apple Inc. AAPL, which recently opened new research and development offices in the high tech city of Herzlyia.