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AURASMA PASSES ONE MILLION INSTALLS

World's Leading Augmented Reality Platform Accelerates Towards Industry Standard

Cambridge, England and SAN FRANCISCO - July, 11, 2011 - Aurasma, the world's leading augmented reality platform, today announced that more than one million users have installed the technology onto their smart phones and tablet devices. The volume of people using Aurasma to bring the physical world to life makes Aurasma the most broadly-deployed mobile platform of its kind.

Aurasma is a radical technology that is changing the way we use our mobile devices. The platform uses a smart device's camera to see and recognize images in the real world, and can overlay this view with an interactive layer of the virtual world, such as 3D animation, a video or a game, placed precisely within context of the image. This approach makes QR codes obsolete.

Aurasma is being incorporated as a platform throughout hundreds of different apps, covering areas including retail, film, travel, press, games, property and education. The world-leading film company Paramount Pictures chose to embed Aurasma into its Super8 app, promoting the Stephen Spielberg and J.J. Abrams blockbuster, Super 8. By integrating Aurasma into its app, Paramount offers fans the opportunity to bring Super8 posters to life, simply by pointing their smart phones or tablets at them, and engages them in the sci-fi mood of the film.

The first ever print advertisement to come to life using Aurasma was published in a national UK newspaper for luxury yacht company, Wally. By pointing the device to the static advertisement, readers viewed special video content, and had the option to navigate directly to a related webpage. Through Aurasma's partnership with Mediacom, one of the world's leading media agencies, major print advertisements for the Universal hit movie, Bridesmaids now allow readers to see a fun movie trailer play directly from the printed page.

Aurasma is also being used by leading Californian real estate company, Alain Pinel Realtors, as well as retailers, such as Tsubo, the progressive, design-driven shoe company and a Deckers footwear brand. Both are using Aurasma to bring their brochures and print materials to life.

"Aurasma has changed the way our customers interact with the brand," says Gianpaolo Altomari, Marketing Manager at Tsubo. "The readers now become viewers, allowing still pages to come to life and tell a more dynamic story through video. It's one thing to tell how a shoe is made, but sharing the journey a shoe takes through the intricacies of manufacturing tells a much deeper story."

"Aurasma Lite Beta has only become available in the past few weeks," commented Martina King, Managing Director at Aurasma. "The fact that it has passed the one million installs marks so quickly is a testament to the power of this new technology - and this is just the beginning."

Go to www.aurasma.com for more information.

About Aurasma

Aurasma is a revolutionary, augmented reality platform that uses advanced image recognition technology to merge the physical and virtual worlds. Using a smart phone or tablet computer, Aurasma is capable of recognizing objects in the real world and overlaying this view with an interactive layer of the virtual world.

Aurasma was created using industry-leading technology from Autonomy (LSE: AU. or AU.L). It is currently in use by over one hundred partners including film studios, TV chains, online retailers, media agencies, newspapers, magazines, museums and billboard advertisers.

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This is a small selection of the Autonomy case studies available, please visit our publications site at http://publications.autonomy.com/ for more information.

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