Etisalat and Ogle Middle East bring Augmented Reality Era to the Middle East and Africa

Mobilk - The Etisalat Group has partnered with Ogle Middle East, to roll out the Ogle application to its 100 million+ mobile subscribers across the Middle East and Africa. This is the first deployment of its kind in the Middle East and harnesses technology from Aurasma - the worlds leading Augmented Reality platform.

Augmented Reality or "AR" is an innovative technology that transforms images and objects including brochures, packaging, tickets or any form of printed media into actual videos or 3D animations. 

Customers within the Etisalat footprint will be able to access more information such as videos, television commercials, discover discounts or even win prizes by ogling a voucher, or advertisement with the app on their iOS and Android smart phones and tablets. This allows interactivity with customers beyond what printed media can deliver. 

Khalifa Al Shamsi, the Etisalat Groups Chief Digital Services Officer said: "Etisalat is converting Augmented Reality (AR) from a buzzword in innovation into an easily accessible meaningful customer-facing service. Ogle has already established its viability and will now become the Augmented Reality application of choice on smart devices in the Middle East and Africa. AR adds value by helping businesses to gain brand exposure, improve learning in education and expanding the entertainment experience for consumers."

"Augmented reality has the potential to change the static advertising formats into a new level of interactivity between brands and customers," Khalifa added. 

"We have recently launched Mobile Advertising in the UAE, Saudi Arabia and Nigeria and we strongly believe that offering such technology as part of our mobile advertising proposition and combining it with location-based services, couponing and mobile payment to close the advertising loop with an actual sales results, will not only help brands to go beyond what traditional media can provide but will also increase the interactivity with their customers, conversion rates and hence sales and revenues."

Ford Middle East has debuted the latest Taurus 2013 via the Ogle App. Marketing Director for Ford Middle East, Paul Anderson said: "Connecting with consumers in todays digital world is all about engagement, and Augmented Reality opens exciting new doors for creating that engagement."

Matt Mills, Global Head of Partnerships at Aurasma said, "We are delighted to be partnering with Etisalat and Ogle to bring Augmented Reality to over 100 million consumers in the Middle East and Africa. This is the biggest AR deal for those territories and we e delighted to be platform at the heart of it." 

Together with Etisalat, Ogle Middle East offers an advanced, interactive and fun tool in education. 

"Working with international and local academic institutions in UAE, to develop learning material for the Ogle platform will engage students in learning environments to previously unprecedented levels" says John Dickenson, Managing Director of Ogle Middle East.

"AR is a reality today. The retail, media, advertising, hospitality and tourism industries, including governmental entities and educational institutions, finally have the ability to tie their online activity, social media, games, short films, radio and television commercials altogether to a single medium, which can be accessed by consumers across the region right in the palm of their hands," concluded Mr. Khalifa Al Shamsi.

Etisalat showcased Ogle at GITEX 2012 as part of its Digital Services portfolio, and already a number of large multinational food retailers and regional government organisations are in discussions to bring Augmented Reality services into their own communications activities. 

The application is available today for free download from the Etisalat Applica