View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
  2. Data Centre
September 18, 2012

Telefonica selects HP’s Aurasma augmented reality platform

Telefonica will use Aurasma's technology in 25 countries, starting with the UK

By CBR Staff Writer

Telefonica Digital has selected HP’s Aurasma augmented reality (AR) platform to expand its mobile advertising offerings.

As per the deal, Telefonica will integrate Aurasma’s technology into its advertising services.

Aurasma’s technology will be used across Telefonica’s operations in 25 countries, starting with the UK through O2.

Both the firms will introduce new innovations around AR and mobile into the UK market and the capability will be launched to other Telefonica markets in due course.

Telefonica Digital global director of advertising Shaun Gregory said that Augmented reality has the potential to change advertising, transform current static formats and introduce new levels of interactivity.

"It has already demonstrated the power of its technology in thousands of innovative campaigns across the world and we look forward to working with them to further drive the use of this technology in advertising and marketing communications," Gregory said.

Aurasma is part of UK software firm Autonomy and was acquired by HP in 2011.

Content from our partners
How businesses can safeguard themselves on the cyber frontline
How hackers’ tactics are evolving in an increasingly complex landscape
Green for go: Transforming trade in the UK

Aurasma has had over four million downloads, 400 Aurasma-enabled apps and 8,000 partners in the market since its launch in June 2011.

Google and Amazon are investing in their own in-house AR projects, and other firms like UK based Blippar and Netherlands-based Layar have already entered the market.

The total AR market is expected be worth $600b by 2016, according to research firm Semico.

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.
THANK YOU