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Qualcomm announces Vuforia update, commercial use by McDonald's

Qualcomm Inc. (Nasdaq: QCOM) announced that Qualcomm Connected Experiences Inc., a subsidiary of Qualcomm Technologies Inc., will release a major update to the Qualcomm Vuforia mobile vision software platform in the coming weeks.

The Vuforia 3.0 SDK will feature Smart Terrain, a 3-D reconstruction capability that brings a new level of interactivity to augmented reality (AR) experiences.

Additionally, Qualcomm announced a major enhancement to Vuforia object recognition technology that will soon be available to select developers in a beta program.

The Vuforia 3.0 SDK will bring Smart Terrain to existing smartphone and tablet devices and will utilize existing cameras. Apps powered by Smart Terrain can enable users to create their own play space where game characters interact with the physical world in ways not experienced before; characters can navigate around, collide with and jump over objects in the user's environment. This technology represents a major breakthrough for AR experiences, bringing a new level of interactivity and authenticity to users.

Also announced today, McDonald's is the first global brand to use the Smart Terrain capability in a commercial application. The McDonald's GOL! Mobile App is a new virtual trick-shot challenge soccer game powered by the Vuforia platform and developed by Trigger and DDB Chicago that enables digital gameplay within real-world environments.

In addition, Vuforia object recognition technology has been significantly enhanced to support toys including vehicles and action figures. This capability will address the growing need of the toy industry to develop new play interactions that combine mobile devices with physical toys. With Vuforia toy recognition, toy manufacturers and game developers can build a variety of new experiences. For example, kids could activate new app functionality with the purchase of a new toy, teleport a physical toy into a game experience, or experience imaginative play around the toy using AR. Toy recognition will soon be available for select developers in a beta program.

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