Telecommunications giant, Telefonica, inks largest augmented reality partnership agreement
Telefonica and Aurasma Partner to Transform Advertising with Augmented Reality
Telefonica, the owner of O2 in the UK, has announced a significant partnership with Aurasma, a leading augmented reality (AR) company. This major deal in the AR space will see Telefonica integrate Aurasma's AR technology into its mobile media offering, initially launching in the UK through O2.
The partnership will provide location-based advertising services and marketing campaigns, utilizing devices like smartphones. Aurasma's technology, which can recognize images and objects, will unlock interactive content such as videos, coupons, competitions, and 3D animations. This innovative approach is expected to fundamentally reshape the advertising landscape.
Aurasma has already made substantial progress in the AR market, attracting over 8,000 commercial partners and reaching more than 4 million app downloads. The company, acquired by Hewlett-Packard (HP) in 2012, has been at the forefront of AR technology development.
Last year, Tesco trialed Aurasma's AR technology, allowing shoppers to view 3D images of products before purchasing, both in-store and online. The technology used in this trial was based on technology from a UK company called Kishino.
The scope of the Telefonica-Aurasma partnership is ambitious, aiming to reach 25 markets and 300 million customers. While the partnership does not specify a specific date for the rollout in other Telefonica markets, it is expected to expand to these markets in the future.
Shaun Gregory, global director of advertising at Telefonica Digital, expressed his enthusiasm about the partnership, stating that Aurasma's technology has the potential to revolutionize advertising. Matt Mills, head of global partnerships at Aurasma, shared this sentiment, citing Telefonica's deep understanding of the mobile ecosystem as a key factor in the partnership.
Analyst firm Semico predicts the total AR market will be worth $600 billion by 2016. With this partnership, Telefonica and Aurasma are well-positioned to capture a substantial share of this market, offering brands location-based AR advertising services and marketing campaigns through O2 Media.
This partnership marks a significant milestone in the integration of AR technology into daily life, presenting exciting possibilities for both consumers and businesses. As AR technology continues to advance, it is expected that we will see more innovative applications and partnerships in the future.
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