Aurasma: Augmented reality future or forgettable fun?


Rory Cellan-Jones tests augmented reality software that plays video over live images filmed through a phone

JK Rowling saw all this coming, said the man who had just shown me a newspaper where the photos moved and talked, straight out of Harry Potter.

And yes, the application which Autonomy's Mike Lynch had demonstrated to make that happen was magical. But what I'm still not quite clear about is whether Aurasma is, as he claims, the idea that makes augmented reality go mainstream.

The app uses Autonomy's high-powered search technology - hitherto just aimed at commercial clients - to link all sorts of things it sees through a smartphones camera to other objects.

So point your phones camera at a poster for the movie Thor - and it will suddenly start playing a trailer.

Hover over the masthead of The Times or The Sun or the Daily Telegraph - and the words start to jump around, before merging into some video.

And show your camera the London Underground symbol and a cartoon starts to play with an athletics commentary, promoting the Tube as the way to get to the London Olympics.

Constructed reality

This is not working via barcodes or NFC technology but through visual recognition. Aurasma is building up a bank of images which it recognises, and sees as a cue to play the video or animate the graphic. It works not just with images on a page but with buildings, landscapes, and soon, we're promised, with people.

Aurasma screenshot Fun, but will it hold people's attention?

Mike Lynch says two advances in the last few years have made this possible. On the device side, the power of the devices is staggeringly unbelievable, and then equally amazing on the algorithm side there've been some very clever mathematical shortcuts discovered which lighten the computational load.

And what's really clever is that Aurasma allows anyone who downloads the app to create their own augmented reality content.

So you choose the image you want to augment, link it to another image or video, and upload what Autonomy calls an Aura to its servers. I tried this, putting a photo of my dog on the front page of the Financial Times, and video of myself on the front of Television Centre. Enormously pleasing, although you might struggle to see the point.

And there's the question - what's this for? Autonomy has never had a consumer product before, and it shows in the way the app is presented.

Once you've got the hang of it, cutting through the jargon of Auras, Happenings and Anywheres - the different classes of objects you create - then it is impressive. But while it does a whole lot more than other augmented reality apps, it still looks like something you might try out a couple of times, then forget.

But the primary audience is not consumers but companies. Aurasma is a free, open platform on which, according to Mike Lynch, all sorts of businesses will build all kinds of applications.

Talking heads

You're standing at a bus-stop, the adverts come to life, you're looking at menu, you can see the food, instruction manuals can show you how to put the Ikea table together.

Aurasma The app is currently only available on the iPhone 4

Already, newspapers are talking about turning display adverts into video ads - which can earn them more. And movie studios are planning sightseeing tours where you see parts of a film played out in the real world.

Its a vision of a future where images, not words, become the building blocks by which we search the world and understand our surroundings.

But however keen businesses might be to exploit this technology, they will still need consumers to take an interest. Just because something is possible, it doesn't mean that we will want it.

For all its fabulous technology, has Autonomy really looked inside the minds of mobile consumers? And if it did, might it find that we don't want to walk down the streets pointing our smartphone cameras at everything around us?

Still, you might want to have a play with this new technology and give me your verdict.

If so, here's a little experiment, for anyone with an iPhone 4 who wants to try out Aurasma (The app will be coming to Android phones soon, but isn't there yet) cut and paste this link and send it to your phone.

Then make sure you are on the front page of my blog and point your camera at my picture. Let me know if it works...

Rory Cellan-Jones Article written by Rory Cellan-Jones Rory Cellan-Jones Technology correspondent

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  • rate this

    Comment number 65.

    Interesting app with lots of potential. I have been using also uDecore on my iPhone which uses Augmented Reality with virtual furniture to help you decorate your house. It seems that there are a lot of great ideas about AR out there.

  • rate this

    Comment number 64.

    re Lostcause post 65

    If you think this is pointless, then I really think you are missing the subtleties of this sort of technology. It is not about walking around all day with your phone in front of your face. Quite the opposite in fact. I suggest you look at the likes of Layar, Juniao, Hoppla, Wikitude and many others, to get a better understanding of what you don´t appear to grasp.

  • rate this

    Comment number 63.

    Quite ironic that JK Rowling is so anti e-book etc.

  • rate this

    Comment number 62.

    One use for Aurasma (or similar) would be to get "help" about devices at home or office. Point your iPhone at your printer, and watch how to properly change the ink cartridge.

    Or you could couple it with a personal database, and point your smartphone at your refrigerator to get a list of recipes that work with the contents.

    Both ideas have been out there, waiting for the right technology.

  • rate this

    Comment number 61.

    2 things: how soon before some idiot gets killed by a bus pointing his "MiPhone" at something and not paying attention to the real world and second, how much is this going to cost wandering around constantly online pointing my phone looking like a lost tourist ?. Pointless.

  • rate this

    Comment number 60.

    Mr Nasher nailed it. Alright already with JK Rowling, The Turing Option and numerous other sci-fi novels have covered this.
    When I was writing 'The Cloud Connection', I referred to The New Scientist regularly for ideas to extrapolate into the future and was surprised a how quickly primitive versions of the technologies I referred to began to appear in the real world.

  • rate this

    Comment number 59.

    I think author William Gibson had prescience re this topic, see his 2007 novel Spook Country.

  • Comment number 58.

    This comment was removed because the moderators found it broke the house rules. Explain.

  • rate this

    Comment number 57.

    Why would I get excited about a new way to deliver adverts to me.

    Why would watching a video over the top of the background serve any purpose. Pointless technology. Another DOT.GONE company in the making as they burn all their investors money.

  • rate this

    Comment number 56.

    When Augmented reality truely takes off, could we soon start seeing companies sending cease & desist warnings to people for the way they choose to look as they currently do with regards to peoples names?
    The Technology is here & the ideas for using it will boom, but the world wide mess about IP rights needs be fixed first

  • rate this

    Comment number 55.

    The power of modern computing. We used to rely on codes to help technology interface with our world. Now its powerful enough to recognize one tin of beans from another without the need for that intermediary.

    But JKRowling? Really! Why do people persist in thinking she is original or invented anything or a visionary of any kind. Everything she has done has been done before by better writers.

  • rate this

    Comment number 54.

    Hi - worked after a little coaxing - then seemed to fire every time reliably

  • rate this

    Comment number 53.

    I'm impressed by the technology, but I really don't want to spend the rest of my life viewing the world through my phone. And if I want to take a photo of a beautiful sunset, I don't want to be bombarded with holiday ads while I'm trying to do it, which is where I can see this leading.

  • rate this

    Comment number 52.

    Didnt work for me Rory... followed the instructions but nothing...

  • rate this

    Comment number 51.

    The link works Rory! Others have mentioned this below but for education and educating, this app is great. My friend teaches in a primary school and her 8 year olds think she is performing acts of witchcraft on their artwork! I work in a theatre and we have the shots of the cast coming alive in the entrance to say hello - it's uses in this regard seem to be as far as the imagination can stretch.

  • rate this

    Comment number 50.

    Rory, why focus on the advertising potential? There is clearly none. What's the first thing anyone did when they first discovered Firefox? They installed an Ad blocker.

    This tech has some potential in education, translation, travel etc, but the tech itself is not new - clearly it's just Layar merged with Google Goggles. If you want to be an iPhone app reviewer, go work for Gizmodo.

  • rate this

    Comment number 49.

    Failed for me; downloaded to iPhone 4. Looked this blog on iMac+Safari. Tried landscape and portrait. Tried finding Rory's happenings and subscribed (0 Auras showing for each). Couldn't make it do a thing; tried different orientations and room illumination, too.

    UrbanSpoon was more impressive :)

  • rate this

    Comment number 48.

    Works fine for me (which answers the question Rory actually asked)

    As for the detractors: the things that the Virtual Reality journalists promised us 30 years ago is finally becoming everyday, in your pocket technology. How cool is that?

    Of course it will be used for marketing purposes. But it will also prove really useful for some expanding what they can do many fold. Surely it's worth that?

  • rate this

    Comment number 47.

    Aurasma already been used in a primary school; on a walldisplay a pupil opens up an animated clip on an iPhone via a QR code. The blog, with video is here:

    Some teachers &educators are pioneering technology in classroom & outside of it to support teaching & learning & it is wonderful to be part of it!

  • rate this

    Comment number 46.

    I have seen other demonstrations on AR that don't require an iPhone. Shame everyone (reporters) who thinks they know what they are commenting on only highlight the iPhone app.

    As for it's usefulness, yes I can see how this is useful for certain professions but for everyday use - it's a gimmick, and one for the business world to use to bombard us with even more pleas to buy their stuff.


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