Social Augmented Reality Mobile Location-based Service: “Sekai Camera” (World Camera) Our client-side software and web service enable camera-equipped mobile devices (such as iPhones, Android “Google Phones”, and other smart-phones) to access informational and entertainment services by creating a “Clickable World” via the use of Augmented Reality (AR) hyper-tags. These user-clickable tags, which we call “AirTags”, are location-based and mapped in the real world. These AirTags can be seen and accessed through the camera view of mobile devices with Sekai Camera software. Sekai Camera is realized though a combination of technologies, including client-side software deployed on iPhone, Android and other OS platforms, and also highly scalable web computing systems. In addition, Sekai Camera integrates with services provided by mobile carriers, existing data/service providers, and location technology companies, which combined, enable this dynamic location-based information retrieval service.