HP Aurasma Leads Augmented Reality Charge – Delivers New Innovation with 3.0 Update

For those of you who are not yet familiar with HP Aurasma, where have you been?! All kidding aside, Aurasma’s technology is quite literally changing the way people see and interact with the world around them. Since its launch in 2011, Aurasma has quickly become the world’s leading augmented reality platform. 
To fully grasp what Aurasma does, it’s helpful to understand how augmented reality works. Fortunately, it’s not as complicated as you might imagine. In fact, augmented reality is simply the layering of digital information on top of the physical world. This means that, when using Aurasma on a mobile phone or tablet, users can unlock and interact with digital content, called an “Aura,” from the world around them. 
Imagine strolling through your local movie theater. You pull out your smart phone, launch Aurasma and point your device at a movie poster. Aurasma’s technology then allows you to instantly view the movie trailer, obtain exclusive content, unlock virtual characters and scenes and even automatically purchase the movie tickets from the theater, directly from your phone. It truly allows you to interact with physical objects like never before. 
Click here to see how our preferred partner VMBC Mobile leveraged HP Aurasma technology to integrate augmented reality into the AMC Theatres app or check out our other customer examples in the video below. 
With yesterday’s Aurasma 3.0 release, businesses and digital marketing agencies can now accelerate the creation and delivery of powerful mobile experiences. Aurasma 3.0 features new enhancements and capabilities, including:
  • A new cloud-based studio. The new Aurasma web portal user interface simplifies the creation of augmented reality experiences for marketers with a streamlined and visual platform for launching, managing and reporting on augmented reality campaigns. You can now create an Aurasma Aura in just seconds!
  • A new targeted rules engine. Within the new HP Aurasma Studio, marketers can manage customer segments and target Auras based on geography, providing a unique experience depending on the location where the Aura is viewed.
  • Deeper social integration. HP Aurasma 3.0 lets users link to and more seamlessly share augmented reality experiences on Facebook and Twitter. 
  • Updated software development kit (SDK). Developers will now enjoy a more flexible way to customize the HP Aurasma experience within their third-party apps, helping them keep up with the latest trends and demands. The new SDK also enables digital agencies to leverage HP Aurasma’s powerful augmented reality capabilities to build campaigns that increase mobile customer engagement. 
Aurasma also announced yesterday that it is partnering with Taylor by Taylor Swift Fragrances (Elizabeth Arden Fragrances Co.) for the sixth time. The award-winning celebrity fragrance brand is using Aurasma to provide exclusive digital content for its latest fragrance. This builds on the more than 40,000 customers who are already using Aurasma. 

If you happen to be at the South by Southwest Interactive show this week, HP Aurasma will be featuring nearly 100 demos of our customer use cases and an Innovation Showcase that focuses on the future of augmented reality: sequencing, wearables, etc. For those of you who aren’t in Austin, to learn more about Aurasma, please visit www.aurasma.com or connect with @Aurasma on Twitter. 
HP Aurasma 3.0 is available now for iOS and Android on the Apple App Store and Google Play.