Aurasma
| Industry | Augmented reality |
|---|---|
| Founded | May 5, 2011 (as Aurasma Lite) |
| Headquarters | Dual HQ in London, UK and San Francisco, U.S. |
| Website | aurasma.com |
Aurasma is HP Autonomy's augmented reality platform. It is available as an SDK or as a free app for iOS and Android mobile devices. Aurasma's image recognition technology uses a smartphone's or tablet's camera to recognize real world images and then overlay media on top of them in the form of animations, videos, 3D models and web pages.
History
Aurasma's augmented reality technology was created in Cambridge by software company Autonomy, and first demonstrated publicly in early 2011 at MipTV in Cannes by Matt Mills. On May 5, 2011 Aurasma Lite was launched as an application for iPhone, and a version for Android followed on June 10, 2011.[1]
In addition to Aurasma's own mobile app, this augmented reality technology has also been integrated into thousands of other smartphone and tablet applications, the first being created for the 2011 J. J. Abrams film Super 8.[2]
In December 2012, the Aurasma mobile app was updated and 'Lite' was dropped from its name. The update included new features and an improved user interface. Users now 'follow' content created by others, much like how Twitter works.
Since its launch, Aurasma has powered more than 2,000 apps and worked with 20,000 partners operating in over 100 countries. Among the many recognizable publishers and brands using Aurasma are Conde Nast, Universal Pictures, Marvel Entertainment, Elizabeth Arden, Telefonica, Tesco, Maybelline, News International, Forever 21, Kentucky Fried Chicken, GQ, NBCUniversal, the Toronto Raptors, and Tottenham Hotspur F.C..[3]
Industry Awards and Views
In 2011, Aurasma presented by Matt Mills won DEMO's "DEMOgod" and "People's Choice" awards. At CES in 2012, Aurasma won CNET's "Best of CES Finalist" award. Aurasma won two awards at the 2012 AR Summit Awards including "Best AR App" award and "Best Overall AR" award. At the 2012 International Brand Video Awards, Aurasma won "Award for Technical Innovation". Aurasma-powered apps also earned some awards, including Marvel's win of the 2012 Mobile Excellence Award "Best App for Entertainment" for its Marvel AR mobile app.
In 2013 Jonathan Margolis of the Financial Times described Aurasma as "ambitious but staggeringly useless".[4]
See also
References
- ↑ "iPhone App augments reality with "Auras"". Discovery News. May 26, 2011.
- ↑ "Futuristic Super 8 Ads Remind Us of Minority Report". PC World.
- ↑ http://www.aurasma.com/partners/
- ↑ "Oakley Airwave - Gadgets - How To Spend It". Financial Times. April 6, 2013.