NEWS Main page News AR-technologies for Hewlett-Packard AR-technologies for Hewlett-Packard

How long have you printed photos and chose the design of frames? Hewlett-Packard decided to renew the tradition reminding users about the good old times. But they decided to do it using the newest technologies. HP together with Ryot Studio and Media Agency PHD decided to implement the augmented reality (AR) to its marketing.

AR-visualization technology that formed the basis for a new application from Hewlett-Packard allows viewing and posting virtual picture frames in the interior. Users will be able to choose the frame design for their favorite photos, find their place in the house, and then print them. Thus, the augmented reality has become not only a marketing tool, but also a means of creative realization.

As Laura Davis, HP marketing manager, said, the main task was to adapt the possibility of traditional photo printing to the requirements of the present, and managed to do this through augmented reality.

AR technology of Hewlett-Packard works through the Yahoo Mail application (the YahooGemini mobile platform). Just run the application on your smartphone, select the material and shape for the frame and insert the favorite photo into it. By pointing the camera phone on the table or any other place in the house, you can see how your creation will look in a real interior. You can print your favorite version of the photo frame on the advertised HP Envy Photo printer using free print program HP Instant Ink.

Mark Melling, the Head of the Ryot 
Studio UK said: "We hope that augmented reality will become a new platform of interaction between HP and customers. This is a great example of marketing strategy which can benefit the people. After all, each of us has a huge number of photos in electronic form, and now there is such a wonderful opportunity to print them finally."

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