Aurasma: A Pioneering Augmented Reality Platform
Aurasma, later known as HP Reveal, was a groundbreaking augmented reality (AR) platform that emerged in 2011. Leveraging smartphone cameras, it seamlessly superimposed digital content onto the physical world, enabling users to experience interactive animations, videos, 3D models, and web pages. Developed by Autonomy and launched as Aurasma Lite for Android and iOS, it quickly gained traction.
After HP's acquisition in 2011, the platform was rebranded as HP Reveal and expanded its offerings. It incorporated white-label applications, SDKs, and campaign tools for various industries. Despite the rebranding, Aurasma Studio, a web-based content creation tool, remained accessible. However, when Hewlett-Packard divested Autonomy in 2017, HP Reveal's operations ceased in 2020.
Aurasma garnered significant industry recognition. It received prestigious awards, including DEMOgod and "People's Choice" at DEMO 2011. Its innovative AR technology was recognized with "Best AR App" and "Best Overall AR" at the 2012 AR Summit Awards. Despite these accolades, some critics expressed skepticism, questioning its practical usefulness.
Interesting Facts:
- Aurasma showcased its technology at the MipTV Media Market in France, presented by Matt Mills.
- The platform was initially available only for iPhone and later extended to Android.
- Despite HP's acquisition, Aurasma Studio remained available to users.
- The Marvel AR mobile app, powered by Aurasma, won the 2012 Mobile Excellence Award for "Best App for Entertainment."
- Jonathan Margolis of the Financial Times criticized Aurasma as "staggeringly useless," despite its industry awards.