Last updated on April 19, 2014 at 9:20 EDT

Aurasma Revs up its 3d Engine at CES12

January 8, 2012

LAS VEGAS, January 8, 2012 /PRNewswire/ –

** Augmented Reality app launches new 3D engine **

** Use the free app to add hundreds of animated 3D characters to the real world **

** Free SDK available for embedding in apps and smart devices **

Aurasma [http://www.aurasma.com ], the world’s leading augmented reality platform, has
today announced the launch of its new 3D engine. In addition to using the app to bring a
world of augmented content to life, users can now use the simple in-app tools to add
hundreds of animated 3D characters into the real world and share the experience with

Launched in July 2011, more than two million users have now downloaded Aurasma and
Aurasma-enabled apps making it one of the fastest-growing apps in the world. The Aurasma
app is available for free on iPhone3GS, 4, 4S, iPad2 and high-powered Android devices.

Aurasma is also available as a free SDK for developers to build into other
applications or embed into smartphones and tablets. The technology opens a completely new
window on the real world, allowing users to create, discover and share digital content
embedded in printed images, products and even physical places.

With Aurasma’s 3D engine, film posters showcase realistic 3D characters who step into
the real world and talk to the viewer. A children’s pop-up book comes to life
[http://www.youtube.com/watch?v=TS0c411XcX4&feature=g-upl&context=G2c2c508AUAAAAAAAAAA ]
with animated 3D dinosaurs and consumer electronics products reveal detailed 3D models
[http://youtu.be/bf9x7DAk7GI ] to aid assembly. The three-dimensional state of the
animations allows viewers to move around the model and experience a whole new perspective.

Aurasma’s cutting-edge image recognition technology and unique meaning-based approach
to computing allows smart devices to see, recognize and understand real-life images and
objects in much the same way as the human brain does. Aurasma then uses this fundamental
understanding of the real world to seamlessly augment the scene with virtual content such
as videos, animations and 3D objects called “auras”. No barcodes, visual tags or special
glasses are required for Aurasma to work.

James Loxam, Chief Technology Officer at Aurasma, said: “Smartphones are doubling in
processing power every eight months. As their power increases, so does Aurasma’s ability
to merge the physical and virtual worlds together. Our 3D engine already supports very
complex models and they will become even more interactive and realistic as our phones
increase in processing power. Very soon people will find it difficult to tell where the
physical world ends and the virtual one begins.”

Martina King, Managing Director of Aurasma said, “Over two million people have already
downloaded our technology onto their smart devices and are using Aurasma to change the way
they see and interact with the world. Combined with Aurasma, our smart devices are now
powerful enough for us to begin to move from the Internet to the beginning of the
Outernet, where digital information is seamlessly embedded in the world around us and we
simply point our devices at the things we’re interested in to find out more. It’s a
revolution in the way we engage with information and Aurasma is leading the way.”

Aurasma will be demonstrating 3D at CES Unveiled at the Venetian, Las Vegas on 8th
January and competing in the live final of CES Mobile Apps Showdown at the Wynn, Las Vegas
on 12th January.

Links to Editors


HP Router augmented with 3D installation instructions: http://youtu.be/bf9x7DAk7GI

PolAR Bear spotted on London’s River Thames:


3D Dinosaurs roaming the streets of Paris:


Even everyday objects like a $20 bill or GBP10 note can reveal hidden depths thanks to
Aurasma: http://youtu.be/Ldl-nZfgmKw







Notes for Editors

ABOUT AURASMA [http://www.aurasma.com ]

Aurasma is the world’s first visual browser – a new platform technology that merges
the physical world with the virtual. Available as a free app for iPhone3G, 4 and 4S, iPad2
and high-powered Android devices or as a free kernel for app developers, Aurasma uses
advanced image and pattern recognition to recognise and understand real-world images and
objects in much in way the human brain does. It then seamlessly blends the real-world with
rich interactive content such as videos and animations called “Auras”. Auras can be
created for printed images, product packaging, clothing, physical places and users can
even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than two million downloads. Over
1000 partners across multiple markets are using the free technology in their campaigns or
embedding the technology in their own applications, including Aurasma has over 1,000
commercial partners in more than 50 countries worldwide including global brands such as
Panasonic, Mazda, Virgin Atlantic, Sky, BMW, Procter & Gamble, NET-A-PORTER, BBC
Worldwide, Hyundai, Schroders and Universal Pictures. Aurasma was developed by software
company Autonomy – an HP Company.

SOURCE Aurasma

Source: PR Newswire