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Major Takeaways:

  • “We’re seeing a huge growth spurt within the augmented reality market, particularly in the last six months,” said Annie Weinberger, the HP general manager overseeing Aurasma.
  • Aurasma first found adoption in AR with educational institutions, providing supplementary information to class materials.  Advertising publishers also used the technology to link advertisements with online portals.
  • The company also demonstrated new technology at SXSW, and unveiled a new SDK called Aurasma 3.0.
  • Data has shown that users are more likely to click on an Aurasma image than a typical digital ad or QR, with click thru rates above 50% according to the company.
  • Aurasma’s version 3.0 has many new features: a rules engine, social media sharing, as well as a web portal for application developers to track how AR is being used in their apps.

PCWorld reports on HP Aurasma’s growth and popularity, as well as use cases highlighted at SXSW.

From the article:

“We’re seeing a huge growth spurt within the augmented reality market, particularly in the last six months,” said Annie Weinberger, the HP general manager overseeing Aurasma.

Aurasma now has 40,000 customers, more than twice than it had six months ago, HP has reported. Over 6 million people have downloaded the free app, which is available for both Android and Apple iOS devices.

The company is demonstrating new use cases of the technology at the South By Southwest (SXSW) music, film and tech conference, being held this week in Austin, Texas. It has also updated the service: Aurasma 3 features a refreshed SDK (software development kit), a new rules engine and a portal for developers.

The Aurasma project was created four years ago within Autonomy, which was later purchased by HP.

Designed to be used within mobile apps, the Aurasma platform can identify images captured on a device’s camera, and then provide more information about these images. This approach is called augmented reality because it overlays information about a specific item being displayed through the screen, on or near the object itself.

…“HP Aurasma 3.0 comes with a number of new features. It now has a rules engine, allowing the content to be delivered to the user to change based on the user’s location, or other factors. The updated service now allows users to share their finds on Twitter and Facebook. For the app makers, Aurasma offers a Web portal to keep track of how the AR is being used within their apps.

Check out PCWorld for the full article.