Augmented reality applications are in demand as businesses try to create an application experience that is truly memorable. The Autonomy unit of Hewlett-Packard created Aurasma to enable building those types of application. The Aurasma content management system exposes triggers through which videos, images or 3D models are automatically launched.
At the South by Southwest conference this week, Autonomy announced version 3.0 of Aurasma, which now includes an SDK through which developers can integrate an Aurasma experience within their application. In addition, Autonomy is now making it easier to integrate Aurasma with Facebook and Twitter.
At the moment, digital marketers are at the forefront of driving augmented reality applications, says Annie Weinberger, general manager of HP Aurasma. In fact, Autonomy now claims to have 40,000 customers that helped created a user base of more than 6 million people—half of those customers, including Taylor by Taylor Swift Fragrances, have signed up in the last six months.
The SDK, will make it simpler for developers to extend Aurasma, which can run on premises or in the cloud, to mbile computing applications running on the Apple and Google Android devices that are rapidly becoming the primary devices through which end users engage content, says Weinberger. For that reason, she says 11 digital agencies have now opted to become preferred Aurasma partners. In fact, to increase the appeal of Aurasma to digital marketers, version 3.0 of Aurasma includes a web portal user interface for managing marketing campaigns and the ability to target and segment customers by geography.
It’s not clear whether augmented reality will take off beyond marketing applications, but with the expected rise in available network bandwidth, it’s clear that next-generation mobile computing applications will need to deliver a richer, more immersive experience—especially if developers want end users to regularly return to use that application or, just as importantly, have that application become a viral phenomenon.
In addition, Weinberger notes that entire new classes of wearable mobile computing devices, such as Google Glass or smart watches from Samsung, are paving the way for a rapid expansion of the entire category.
It may take a little while longer for users to get tired of the two-dimensional “cartoon” applications that dominate the mobile computing landscape today. However, once it becomes easier to consume richer classes of content, many of those existing mobile computing applications will look pretty antiquated by comparison.