Hewlett-Packard Company (NYSE:HPQ) is gaining momentum with Aurasma, a platform that offers augmented reality services to mobile devices. It was created by the company’s software unit, Autonomy in 2011. Aurasma is available as a free app or SDK for devices powered by iOS or Android operating system.

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Huge growth

Aurasma became one of the leading augment reality platforms worldwide since its availability in the market. It has more than 40,000 customers operating in over 100 countries. Individuals and business use the platform to create and share their own augmented reality experience and to discover hidden digital content. Aurasma is popular among teachers, and they are the most active group using the platform.

Annie Weinberger, general manager at Hewlett-Packard Company (NYSE:HPQ) responsible in supervising Aurasma said, “We’re seeing a huge growth spurt within the augmented reality market, particularly in the last six months.” The number of its customers more than doubled over the past six months. Aurasma has been downloaded by more than 6 million people using iOS and Android devices.

Aurasma is integrated with an image recognition technology. It utilizes the camera on smartphones and tablets to recognize real images and it superimposes rich media on top of the images to create animations, videos, 3D models, and web pages.

Hewlett-Packard unveiled Aurasma version 3.0

Hewlett-Packard Company (NYSE:HPQ) unveiled Aurasma version 3.0 at the South by Southwest (SXSW) Music, Film, and Interactive conference this week. The new version includes an SDK that would enable developers to integrate Aurasma experience with their apps. Autonomy is also simplifying the integration of Aurasma to the platforms of Facebook Inc (NASDAQ:FB) and Twitter Inc (NYSE:TWTR).

Aurasma 3.0 offers several features including a rules engine that allows users to change contents that will be shared based on their location or other factors; it also provides a web portal to record how the augmented reality was used within their apps.

Subscription cost

According to Weinberger, Aurasma’s subscription cost is based on several factors such as frequency of using the platform and the number of items identified. She estimated that the subscription cost could be around $5,000 to $90,000 per year.

Hewlett-Packard Company (NYSE:HPQ) also provides a set of consulting services to help organizations maximize the use of Aurasma.