Aurasma Passes One Million Installs

CAMBRIDGE, England and SAN FRANCISCO, July 11, 2011 -

World’s Leading
Augmented Reality Platform Accelerates Towards Industry
Standard

Aurasma, the world’s leading augmented reality platform, today
announced that more than one million users have installed the
technology onto their smart phones and tablet devices. The volume
of people using Aurasma to bring the physical world to life makes
Aurasma the most broadly-deployed mobile platform of its kind.

(Logo:   href="photos.prnewswire.com/prnh/20110711/SF32613LOGO">photos.prnewswire.com/prnh/20110711/SF32613LOGO)

Aurasma is a radical technology that is changing the way we use
our mobile devices. The platform uses a smart device’s camera to
see and recognize images in the real world, and can overlay this
view with an interactive layer of the virtual world, such as 3D
animation, a video or a game, placed precisely within context of
the image. This approach makes QR codes obsolete.  

Aurasma is being incorporated as a platform throughout hundreds
of different apps, covering areas including retail, film, travel,
press, games, property and education. The world-leading film
company Paramount Pictures chose to embed Aurasma into its Super
8 app, promoting the Stephen Spielberg and J.J. Abrams
blockbuster, Super 8. By integrating Aurasma into its app,
Paramount offers fans the opportunity to bring Super 8
posters to life, simply by pointing their smart phones or tablets
at them, and engages them in the sci-fi mood of the film.

The first-ever print advertisement to come to life using Aurasma
was published in a national UK newspaper for luxury yacht company,
Wally. By pointing the device to the static advertisement, readers
viewed special video content, and had the option to navigate
directly to a related webpage. Through Aurasma’s partnership with
Mediacom, one of the world’s leading media agencies, major print
advertisements for the Universal hit movie, Bridesmaids now
allow readers to see a fun movie trailer play directly from the
printed page.

Aurasma is also being used by leading Californian real estate
company, Alain Pinel Realtors, as well as retailers, such as Tsubo,
the progressive, design-driven shoe company and a Deckers footwear
brand. Both are using Aurasma to bring their brochures and print
materials to life.

“Aurasma has changed the way our customers interact with the
brand,” says Gianpaolo Altomari, Marketing Manager at Tsubo. “The
readers now become viewers, allowing still pages to come to life
and tell a more dynamic story through video. It’s one thing to tell
how a shoe is made, but sharing the journey a shoe takes through
the intricacies of manufacturing tells a much deeper
story.” 

“Aurasma Lite Beta has only become available in the past few
weeks,” commented Martina King, Managing Director at Aurasma. “The
fact that it has passed the one million installs marks so quickly
is a testament to the power of this new technology - and this is
just the beginning.”

Go to href="www.aurasma.com/">www.aurasma.com for more
information.

About Aurasma

Aurasma is a revolutionary, augmented reality platform that uses
advanced image recognition technology to merge the physical and
virtual worlds. Using a smart phone or tablet computer, Aurasma is
capable of recognizing objects in the real world and overlaying
this view with an interactive layer of the virtual world.

Aurasma was created using industry-leading technology from
Autonomy (LSE: AU. or AU.L). It is currently in use by over one
hundred partners including film studios, TV chains, online
retailers, media agencies, newspapers, magazines, museums and
billboard advertisers.

Emily Orton, Autonomy (UK), +44-207-104-5708, emily.orton at autonomy.com, or Winifred Shum, Autonomy (US), +1-408-771-6668, wshum at autonomy.com, or David Vindel, The Red Consultancy (UK), +44-207-025-6529, david.vindel at redconsultancy.com, Louise Kehoe, Ogilvy PR (US), +1-415-677-2739, louise.kehoe at ogilvypr.com