Aurasma Wins Coveted DEMOgod Award and People’s Choice for Hottest New Technology at DEMO

SAN FRANCISCO and CAMBRIDGE, England, September 16, 2011 -

- World’s first visual browser scoops two awards & receives $1 million prize

- Announces 2 million installations and 3D capabilities

- Aurasma app free to download for users & Aurasma kernel free to embed for commercial partners

Aurasma, the world’s first visual browser, was named the DEMOgod Award winner and also voted as the People’s Choice Award winner after demonstrating its newest 3D interactive technology at DEMO in Silicon Valley on Wednesday.  Aurasma uses real world images and objects as triggers, merging them with rich interactive content such as videos and 3D animations called “Auras.”  Available for iPhone4, iPad2 and high powered Android devices, Aurasma is available for free in the App Store and Android Market.  

(Photo: photos.prnewswire.com/prnh/20110916/SF70071-a)

(Photo: photos.prnewswire.com/prnh/20110916/SF70071-b)

(Logo: photos.prnewswire.com/prnh/20110711/SF32613LOGO)

Aurasma, which has already achieved two million downloads since its launch in June, was named a DEMOgod by the judging panel due to the company’s exceptional potential to thrive in the market.  Aurasma was also selected as the People Choice Award winner by the press and DEMO audience, and granted a $1 million IDG Media prize, including an exclusive multimedia advertising package.

During their six minute presentation on stage, Aurasma demonstrated the platform’s advanced 3D capabilities and gesture-based interactions, and how quick and easy it is for anyone to create an “Aura.”  Having taken a video of the DEMO audience waving during the presentation, Aurasma overlaid the video on top of the DEMO conference logo and, on the spot, made the “Aura” live for anyone in the world with an Aurasma-enabled device to see.  

Matt Mills, Director of Sales at Aurasma, said, “Aurasma is about to change the way we see and interact with the world by merging the physical with the virtual world.  That’s a big message to communicate to the DEMO audience in only six minutes, so we purposely chose ordinary objects as the “triggers” - a newspaper, a wireless router and a floor plan.  Aurasma brought these everyday things into digital life, showing just how useful this technology can be - whether it’s delivering breaking news from a printed newspaper, showing you how to install a home entertainment system or even finding your way around a building.  We’re happy our big picture vision resonated with the audience.”

Aurasma’s General Manager, Jennifer Rapp, added, “We are absolutely thrilled to have been crowned DEMOgod Fall 2011 and also voted as the People’s Choice.  Being recognized at DEMO is particularly special to us, because eleven years ago, our parent company, Autonomy, came here and was named a DEMOgod.  In 2007, Autonomy spinout Blinkx was crowned DEMOgod, and this year it was Aurasma’s turn.  The same core technology, IDOL, is at the heart of all three companies - a testament to its vast potential to change the way in which we interact with information and computers.“

To see the attached images come to digital life, simply:

1. Download Aurasma from the App Store or Android Market
2. Open the app on your device and point it at the photographs attached to this press release
3. Watch as the attached photo of the Aurasma team demonstrating on stage transforms into a video of the presentation itself and the photo of the Aurasma team turns into a video of us.

NOTES FOR PICTURE EDITORS

The images accompanying this press release are Aurasma-enabled. If reproduced in print newspapers or magazines, any reader who downloads the free app onto their smartphone will be able to “unlock” the printed image and watch it come to digital life. Avoid cropping or altering the aspect ratio of the image as then it may no longer work as a trigger image.  

About DEMO

Produced by the IDG Enterprise events group, the worldwide DEMO conferences focus on emerging technologies and new products innovations, which are hand selected from across the spectrum of the technology marketplace. The DEMO conferences have earned their reputation for consistently identifying cutting-edge technologies and helping entrepreneurs secure venture funding and establish critical business. For more information on the DEMO conferences, visit www.demo.com.

About Aurasma

Aurasma is a revolutionary, interactive platform that uses advanced image recognition technology to merge the physical and virtual worlds. Using a smart phone or tablet computer, Aurasma is the world’s first visual browser, capable of recognizing objects in the real world and overlaying this view with interactive digital content such as video, 3D animation and audio.

Aurasma was created using industry-leading technology from Autonomy (LSE: AU. or AU.L). It is currently in use by over 200 partners including film studios, TV chains, online retailers, media agencies, newspapers, magazines, museums and billboard advertisers and has been installed on over two million smart devices globally.

Lauren Offers, +1-415-852-8998, Lauren.Offers at autonomy.com, for Aurasma