The Etisalat Group has entered into a partnership with Ogle Middle East, to roll out the Ogle application to its 100 million plus 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 world’s 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 Group’s 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.”

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 today’s 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’re 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.