Press Release: 10 March 2014

HP Aurasma Delivers New Innovations to Meet Demands of Augmented Reality Growth

HP Aurasma doubles customer base in six months

AUSTIN, Texas — HP Autonomy today launched Aurasma 3.0, which expands on the world’s leading augmented reality (AR) platform by making it even easier for customers and partners to build powerful AR experiences, segment and target content by audience, and drive deeper integration with social media networks.

In the last few years, AR has transitioned from an emerging, experimental technology into a core component for companies on the leading edge of digital marketing. HP Aurasma delivers compelling, measurable business results—in the form of greater mobile engagement, customer conversions and click-through rates. As a result, the HP Aurasma business continues to generate strong momentum and now has more than 40,000 customers, double its total customers from six months ago.

To help businesses and digital marketing agencies accelerate the creation and delivery of powerful mobile experiences, HP Aurasma 3.0 includes several significant enhancements and new capabilities:

  • A new cloud-based studio: HP Aurasma’s new web portal user interface for AR campaign management increases the ease of AR experience—or “aura”—creation for marketers with a streamlined and visual experience for launching, managing and reporting on AR campaigns.
  • A new targeted rules engine: Within the new HP Aurasma Studio, marketers can manage customer segments and target auras based on geography, providing a unique experience based on the location where the aura is viewed.
  • Deeper social integration: HP Aurasma 3.0 lets users link and seamlessly share AR experiences on Facebook and Twitter.

An updated software development kit (SDK): A more flexible way for developers to customize the HP Aurasma experience within their third-party apps in order to keep up with the latest trends and demands. The new SDK also gives digital agencies the ability to leverage HP Aurasma’s powerful AR capabilities to build campaigns that increase mobile customer engagement.

“As consumers continue to embrace the new paradigm of visual search, augmented reality has become an integral part of mobile marketing, and many of our customers and agency partners are now on their fifth or sixth HP Aurasma–powered augmented reality campaign,” said Annie Weinberger, general manager, HP Aurasma. “HP Aurasma is all about giving our customers and agency partners an elegant, intuitive platform that enables them to more easily create targeted, socially connected campaigns that bridge the physical and digital worlds.”

HP Aurasma also announced additional examples that highlight how it is leading the way in the AR market:

HP Aurasma at South by Southwest

HP Aurasma is the main sponsor of the interactive pocket guide and exhibiting at South by Southwest Interactive, featuring almost 100 demos of customer use cases and an Innovation Showcase focusing on the future of this emerging technology. For more information about how HP Aurasma is changing the way people interact with the world, visit the Aurasma Booth, No. 411.


HP Aurasma 3.0 is available now for iOS and Android on the Apple App Store and Google Play.

Additional information about HP Aurasma is available at

About HP Autonomy

HP Autonomy is a global leader in software that processes unstructured human information, including social media, email, video, audio, text and web pages. Using HP Autonomy’s information management and analytics technologies, organizations can extract meaning in real time from data in virtually any format or language, including structured data. A range of purpose-built market offerings help organizations drive greater value through information analytics, unified information access, archiving, eDiscovery, enterprise content management, data protection and marketing optimization. Additional information is available at

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