SAN DIEGO, June 30 /PRNewswire-FirstCall/ -- Qualcomm
Incorporated (Nasdaq: QCOM) today unveiled plans to offer an
augmented reality platform and software development kit (SDK) to
enable a new generation of vision-based augmented reality
applications. Initially available for Android devices,
Qualcomm's augmented reality platform will enable developers to
build applications that merge reality and cyberspace. The SDK
will be made available at no charge to developers for use in the
development and distribution of commercial applications.
Mattel, Inc. (Nasdaq: MAT), a worldwide leader of toys and
family products, is one of the first consumer products companies
embracing augmented reality and has used Qualcomm's SDK to bring
the classic Rock 'Em Sock 'Em® game to life in a whole new
way. Additionally, Qualcomm has collaborated with leading
game engine developer Unity Technologies to include support for
Qualcomm's augmented reality platform as an add-on to Unity for
Android, providing developers with a rich development environment
for augmented reality applications.
Augmented reality allows computer-generated content to be
superimposed over a live camera view of the real world. The
concept has seen growing interest among developers for its
potential to create applications that are more intuitive and
interactive. While many current augmented reality
applications rely on a compass and GPS, Qualcomm's SDK is based on
world-class computer vision technology recently acquired from
Imagination Computer Services GmbH. Vision-based augmented
reality provides a greatly enhanced user experience by allowing
computer graphics to be tightly aligned with real world objects.
It enables developers to build games, extend print and TV
media with interactive 3D content, and create educational
applications that bridge the digital and real worlds.
"Augmented reality represents a quantum leap in the mobile
experience," said Matt Grob, senior
vice president of engineering and head of corporate research and
development at Qualcomm. "By offering a no-charge SDK with
state-of-the-art image detection and tracking technology, we help
developers create the new generation of applications that are
richer and more compelling than anything seen on the market
today."
Mattel's Rock 'Em Sock 'Em game has captivated children
and adults alike for decades. Mattel's proof-of-concept
Rock 'Em Sock 'Em game using augmented reality technology
extends traditional play into the mobile environment, making it
even more relevant to a new generation of technology-savvy
consumers.
"Qualcomm's technology has the potential to make augmented
reality much more accessible for the consumer," said Peter Marx, vice president of production and
technology at Mattel. "We are always looking for technology
solutions that complement and extend physical toys into new
engaging experiences that are relevant to today's kids -- this
technology is ideal for this purpose."
Unity Technologies is the provider of the market-leading Unity
development platform for highly interactive 3D content on mobile
devices. Unity provides a rich, integrated environment that
enables game developers to focus on game content and game play
instead of complicated low-level functionality. By adding
Qualcomm's augmented reality platform to Unity for Android, new and
existing Unity developers will be able to quickly and easily create
augmented reality games for Android.
"Augmented reality adds a dash of magic to reality, creates new
ways of interacting with the physical world and enables access to
extremely valuable data in a natural way," said David Helgason, CEO of Unity Technologies.
"Qualcomm's augmented reality platform will unleash our
users' creativity to create new and exciting forms of
real-world entertainment."
A beta version of the SDK will be available to developers this
fall. Additional information is available on Qualcomm's
developer portal at www.qdevnet.com/ar.
About Qualcomm
Qualcomm Incorporated (Nasdaq: QCOM) is the world leader in
next-generation mobile technologies. For 25 years, Qualcomm
ideas and inventions have driven the evolution of wireless
communications, connecting people more closely to information,
entertainment and each other. Today, Qualcomm technologies
are powering the convergence of mobile communications and consumer
electronics, making wireless devices and services more personal,
affordable and accessible to people everywhere. For more
information, visit Qualcomm around the Web:
www.qualcomm.com
Corporate Blog: www.qualcomm.com/blog
Twitter: www.twitter.com/qualcomm
Facebook: www.facebook.com/Qualcomm
Qualcomm is a registered trademark of Qualcomm Incorporated.
All other trademarks are the property of their respective
owners.
Qualcomm
Contacts:
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Emily Kilpatrick,
Corporate Communications
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Phone:
1-858-845-5959
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Email:
corpcomm@qualcomm.com
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Warren Kneeshaw,
Investor Relations
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Phone:
1-858-658-4813
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Email:
ir@qualcomm.com
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SOURCE Qualcomm Incorporated