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 a software development kit or as a free app for iOS- and Android-based 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.
Aurasma's augmented reality technology was created in Cambridge, England by the software company Autonomy, and first demonstrated publicly by Matt Mills in early 2011 at the MipTV Media Market in Cannes, France. On May 5, 2011 "Aurasma Lite" was launched as an application for iPhone, and a version for Android followed on June 10, 2011.
In addition to Aurasma's own mobile app, the 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.
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..
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