Aurasma Augments the Real World With Real-time Web Updates

**Company unveils new live update feature at MWC for its free augmented reality platform**

**Feature enables the "Internet of Things" to become an Augmented Reality**

Feb 28, 2012, 10:05 ET from Aurasma

BARCELONA, Spain, Feb. 28, 2012 /PRNewswire/ -- Aurasma, the world's leading augmented reality platform, has announced today at Mobile World Congress (MWC 12) a new feature that enables the real world to be merged with live, dynamic web updates. This announcement follows hot on the heels of Aurasma's launch of its 3D engine at CES 12, since rolled out by commercial partners including Bandai – one of the world's largest toy manufacturers.

The new feature, powered by HTML5, allows partners to deliver live web updates augmented into the real world. When viewed with Aurasma, print, products and even places can show live twitter feeds; buildings can be augmented with real-time information from social networks to show who is inside; share prices can be continually updated in newspapers; and tickets for public transport can show travellers the latest travel information. Being able to view live web updates using a mobile device in this way enables the "Internet of things" to become an augmented reality.

Launched in June 2011, Aurasma now has over three million users and three thousand commercial partners are also using Aurasma's free technology to merge their online and offline activity, making it one of the fastest growing platforms in the world.

With Aurasma, even everyday items can have digital depths.  The MWC delegate badge now delivers twitter updates of tweets that include the hashtags #MWC12 and #Aurasma. The back of a 20 Euro note transforms into an interactive audio-visual experience. To watch a video, click here:

Available as a free app for iOS and Android devices or as a free SDK for app developers, Aurasma uses advanced image and pattern recognition technology combined with a meaning-based approach to computing to recognise and understand images and objects in the real world.  It then augments the real world with interactive digital content, such as videos, 3D animations and now, live web updates.

James Loxam, Chief Technology Officer at Aurasma said:

"Integrating live web updates into the platform allows partners to deliver up to the minute content within an 'Aura' – our name for when the physical and virtual worlds merge.  This feature, powered by HTML 5, adds a new, real-time dimension to the augmented Aurasma experience and opens up a host of new use-cases – we're looking forward to seeing how our partners innovate around it."     

Martina King, Managing Director at Aurasma said:

"There are a host of applications for this new live feature on the Aurasma Platform. It enables the 'Internet of things' to become an augmented reality, with print, products and places delivering real-time information and to access it, you just point your mobile phone at them.  Aurasma is changing the way millions of people see and interact with the world using their mobile devices and this new feature looks set to spark a new wave of innovation on the platform by our partners."

Aurasma will be demonstrating on the HP Stand (7C37) at Mobile World Congress (27 Feb – 1 Mar)

For Aurasma enquiries at Mobile World Congress 2012 please contact Tamara Roukaerts, Head of Marketing at Aurasma on +44 7795 463 276 or

For further information or visuals, please contact the Aurasma team at Mischief PR on +44 203 128 6600 or


Aurasma is the world's leading augmented reality platform, using mobile devices to merge 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 three million downloads. Over 3,000 partners in more than 70 countries worldwide are using the free technology in their campaigns or embedding the technology in their own applications, including global brands such as Panasonic, Mazda, Virgin Atlantic, Sky, BMW, Procter & Gamble, NET-A-PORTER, BBC Worldwide, Hyundai, UniCredit and Universal Pictures. Aurasma was developed by software company Autonomy – an HP Company.

MWC 12 badge shows twitter updates:
20 Euro note comes to life when viewed with Aurasma:



SOURCE Aurasma