Zimmo Augmented Reality iPhone housing Belgium

Zimmo, one of the housing sites in Belgium has released an Augmented Reality application for iPhone.

I haven’t seen this before, most of the existing housing sites I know (Funda) publish there content using 3rd party platforms.
This is a good step in branding perspective as a company and I am convinced that this is going to happen more in the future.
If technology is getting simpler then publish platforms will lose appeal for content owners and brand awareness and control takes over.