Telefonica is expanding its mobile advertising offerings with Aurasma's AR technology
Telefonica is expanding its mobile advertising offerings in collaboration with Aurasma to provide an augmented reality experience to users, starting with the UK and in other 25 countries in the near future.
Telefonica is planning to integrate the Aurasma technology into its ad services and it will be used by all of the company's operations, starting with O2 in the UK.
Both Aurasma and Telefonica will reveal new mobile and augmented reality innovations into the UK and it will be introduced to other markets in due course.
AR has the potential to transform static formats, change advertising in general and it is a new level of interaction.
The technology has demonstrated its the power in thousands of projects all over the world and Telefonica is looking forward to work with Aurasma to drive the AR use in marketing and advertising communications.
Aurasma is a part of Autonomy software firm, acquired in 2011 by HP, it has over 4 million downloads, over 350 applications and more than 7,500 partners since June last year.
Amazon and Google have their own augmented reality projects and other UK based firms, such as Blippar and Layar in Netherlands have already entered the marketplace.
In total, the augmented reality market will be worth $550 billion by 2016.