Aurasma was Autonomy's

augmented reality Augmented reality (AR) is an interactive experience that combines the real world and computer-generated content. The content can span multiple sensory Modality (human–computer interaction), modalities, including visual, Hearing, auditory, hap ...

platform. It was available as a

software development kit A software development kit (SDK) is a collection of software development tools in one installable package. They facilitate the creation of applications by having a compiler, debugger and sometimes a software framework. They are normally specific ...

or as a free

app App, Apps or APP may refer to: Computing * Application software * Mobile app, software designed to run on smartphones and other mobile devices * Web application or web app, software designed to run inside a web browser * Adjusted Peak Performan ...

for

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- and

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-based

mobile devices A mobile device (or handheld computer) is a computer small enough to hold and operate in the hand. Mobile devices typically have a flat LCD or OLED screen, a touchscreen interface, and digital or physical buttons. They may also have a physical ...

. Aurasma's

image recognition Computer vision is an interdisciplinary scientific field that deals with how computers can gain high-level understanding from digital images or videos. From the perspective of engineering, it seeks to understand and automate tasks that the huma ...

technology used a

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's or

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's camera to recognize real world images, augmenting physical content with animations, videos, 3D models and/or web pages. It was renamed to ''HP Reveal'' after purchase by HP in October 2011.

History

Aurasma's augmented reality technology was created in

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by the software company Autonomy, and first demonstrated publicly by Matt Mills in early 2011 at the

MipTV Media Market MIPTV (french: Marché International des Programmes de Télévision) is an event which takes place annually in Cannes, France, using the facilities and infrastructure which the town has developed over the years to host other important events suc ...

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. On May 5, 2011 "Aurasma Lite" was launched as an application for iPhone, and a version for

followed on June 10, 2011. In addition to Aurasma's own mobile app, the technology has also been integrated into of other smartphone and

applications, the first being created for the 2011

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film ''

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''. In December 2012, the Aurasma mobile app was updated and "Lite" was dropped from its name. In October 2011, Aurasma was acquired by

Hewlett-Packard Enterprise The Hewlett Packard Enterprise Company (HPE) is an American multinational information technology company based in Spring, Texas, United States. HPE was founded on November 1, 2015, in Palo Alto, California, as part of the splitting of the H ...

. During this time, Annie Weinberger worked as the company's general manager. The app, now under

HP Autonomy HP Autonomy, previously Autonomy Corporation PLC, was an enterprise software company which was merged with Micro Focus in 2017. It was founded in Cambridge, United Kingdom in 1996. Autonomy was acquired by Hewlett-Packard (HP) in October ...

, was renamed to "HP Reveal." In addition to Aurasma's original content, the company provided white-collar applications, software development kits, and AR campaign tools. Though the name was changed to HP Reveal, a web-based service called "Aurasma Studio" was still available for users to create "auras". In September 2017, Hewlett-Packard sold Autonomy to

Micro Focus Micro Focus International plc is a British multinational software and information technology business based in Newbury, Berkshire, England. The firm provides software and consultancy. The company is listed on the London Stock Exchange and is ...

, with

attempting to merge with

. However, HP Reveal was discontinued by Hewlett-Packard in February 2020.

Industry awards and views

In 2011, Aurasma presented by Matt Mills won DEMO's "DEMOgod" and " People's Choice" awards. At the

Consumer Electronics Show CES (; formerly an initialism for Consumer Electronics Show) is an annual trade show organized by the Consumer Technology Association (CTA). Held in January at the Las Vegas Convention Center in Winchester, Nevada, United States, the event ty ...

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in 2012, Aurasma won CNET's "Best of CES Finalist" award. At the 2012 AR Summit Awards, Aurasma won two awards: "Best AR App" and "Best Overall AR." At the 2012 International Brand Video Awards, Aurasma won the "Award for Technical Innovation". Aurasma-powered apps also earned some awards, including

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'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 The ''Financial Times'' (''FT'') is a British daily newspaper printed in broadsheet and published digitally that focuses on business and economic current affairs. Based in London, England, the paper is owned by a Japanese holding company, Nikke ...

described Aurasma as "ambitious but staggeringly useless".

References

External links

*{{official, http://www.aurasma.com/ Augmented reality