Aurasma and United Daily News Partner to Create World’s First Augmented National Newspaper

LONDON, November 7, 2011 -

One of Taiwan’s biggest media groups, the United Daily News (UDN), has partnered with Aurasma to create the world’s first augmented national daily newspaper in which images, advertising and editorial are interactive. UDN’s one million readers will now be able to use Aurasma to access a plethora of rich multimedia content and the latest video updates on news stories simply by pointing their mobile devices at the pages of UDN’s print publications.

To watch a short video of the newspaper coming alive, click here.

Launched in June 2011, Aurasma is the world’s leading visual browser platform with over two million downloads to date. Available for iPhone4 and 4s, iPad2 and high powered Android devices, Aurasma uses cutting-edge image and pattern recognition technology to recognise images and objects in the real-world. Users can access interactive multimedia content such as videos and animations by pointing the camera on their device towards a trigger image or object, like a magazine cover, a drinks bottle, a building or even a football shirt.

Aurasma has already been used by London Fashion Week’s newspaper, The Daily, and Italy’s Ecco Biella to bring their pages to life. In this publishing first, Aurasma has worked with UDN to launch the media groups’ new Vmagic service - a smartphone app with Aurasma embedded inside that allows readers to access the latest multimedia content from their daily newspaper. UDN is the first national media company in the world to provide an ongoing up-to-the-minute Augmented News service, paving the way for other media networks across the globe who wish to leverage digital assets from traditional printed media.

Martina King, Managing Director of Aurasma, said:

“Look at any newspaper today and chances are, advertising inside will be carrying the “A” logo - identifying to readers that it is Aurasma-enabled. It is an incredible achievement, just four months after our launch. The next step is enabling editorial content, just as the United Daily News is doing. For the first time, traditional media such as printed newspapers can deliver the latest interactive digital content and benefit from revenue streams previously the preserve of mobile and online channels.”

Duncan Wang, Chairman of the United Daily News group, said:

“The application of Aurasma’s visual browsing technology marks an important step in UDN’s drive to pursue innovation and provide the best services for our readers. As well as providing high-quality news, UDN is also committed to providing greater levels of digital convergence through a multichannel approach.”

As well as publishing, Aurasma’s free technology has endless applications in exhibitions, education, automotive, advertising, sports as well as many other sectors, bringing together the physical world with the virtual and making digital content available in an entirely new way.

Links to Editors

Aurasma (Taiwan’s United Daily News rolls out Aurasma-enabled app):

www.youtube.com/watch?v=nJ2fOIum76U

Aurasma:

www.aurasma.com

www.facebook.com/aurasma/

www.twitter.com/aurasma/

www.youtube.com/user/AurasmaLite

aurasmalite.tumblr.com/

Notes for Editors

ABOUT AURASMA

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 iPhone4 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 800 partners in markets including retail, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy - an HP Company.

For further information please contact the Aurasma press office at Mischief on +44(0)203-128-6600 or Aurasma@mischiefpr.com

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