Qualcomm Releases Augmented Reality Tools For Android

Qualcom-

Augmented reality has generated plenty of hype in marketing circles but remains firmly in the experimental stage of implementation -- more talked about than actually experienced. Aiming to expand adoption of augmented reality, or AR, Qualcomm Monday announced a new set of tools for Android developers to build the technology into mobile applications.  

The company said the move will enable applications that superimpose graphics and 3D imagery onto real world objects and allow mobile users to view information on product packaging and promotional items by pointing their phone's camera at them.

"By making the Qualcomm AR SDK available at no charge, we are encouraging all developers to start building innovative applications and services today," said Jay Wright, the company's director of business development, in a statement. The biggest advance, according to Qualacomm, lies in its use of computer vision technology rather than GPS and a phone's compass for AR-based mapping applications, giving graphics a more realistic appearance.

In addition to allowing augmentation of everyday images on printed media or product packaging, Qualcomm's developer tools promise apps that allow users to interact with AR offerings simply by touching physical surfaces.

Mattel has been among the first companies to test Qualcomm's AR technology with a concept application that lets users play a virtual version of its classic "Rock 'Em Sock 'Em Robots" game by pointing a phone's camera at a flat, printed surface. Mattel said it's now exploring use of AR in other company toy brands.

In a demo video, Qualcomm's Wright also touted using the company's AR technology for presenting coupons or other offers that appear directly on the surface of packaging when someone is browsing store items. He also highlighted AR's potential for instructional apps, such as one that might display arrows showing what buttons to hit when setting up a car stereo.

Whether developers embrace Qualcomm's AR technology in creating apps remains to be seen. With more than 80,000 apps in the Android Market and Android on 17% of U.S. smartphones, there's little question that the Google platform has a growing presence on the mobile landscape. But mobile and marketing experts have questioned whether AR will catch on as a mainstream phone feature anytime soon.

In a recent interview with MediaPost, David Berkowitz, director of the emerging media and innovation practice at digital agency 360i, said he's still waiting to see AR on a mobile device that provides a better experience than existing technologies. "If you're trying to find a nearby restaurant, for instance, it's so much easier with a 2D map or list of text links," he said.

To help encourage creation of AR-focused Android apps, Qualcomm has launched a developer contest awarding $200,000 in prize money for the top three entries. The site for submissions will be open November 15, and winners will be announced and showcased at the Mobile World Congress in Barcelona in February 2011.

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