Article today in NYTimes discussing some of the latest Augmented Reality apps showing up on mobile phones.
They included a link to discussion of an app made by IBM for Wimbledon called IBM Seer Android. Some videos of the app in action are available.
I'd expect that a set of services exist behind the scenes that make this application (and like others that will work like it) possible. Guess I have some work to do in finding out a little more about how they built this application.