Mark LaPedus EE Times (06/30/2010 3:50 PM EST)

SAN DIEGO -- What is augmented reality?

For some time, Qualcomm Inc. has been pushing this technology as possibly the ''next big thing'' in mobile and other platforms. ''Augmented reality allows computer-generated content to be superimposed over a live camera view of the real world,'' according to the cell-phone chip giant. ''The concept has seen growing interest among developers for its potential to create applications that are more intuitive and interactive.''

It is also based on computer vision technology recently acquired from Imagination Computer Services GmbH.

At the Uplinq Conference here, Qualcomm moved to accelerate the technology by unveiling plans to offer an augmented reality platform and software development kit (SDK).

The company also announced its inaugural Augmented Reality Application Developer Challenge, an international competition to spotlight the best applications developed using Qualcomm’s augmented reality platform and software development kit (SDK). Awards totaling $200,000 are up for grabs and will be awarded to individuals or companies demonstrating the most effective, entertaining and functional new application products.

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.

Toy maker Mattel Inc. is one of the first consumer products companies embracing augmented reality. It has used Qualcomm’s SDK to bring the classic Rock ’Em Sock ’Em game to the modern era. Additionally, Qualcomm has collaborated with leading game engine developer Unity Technologies in the arena.

A beta version of the SDK will be available to developers this fall.

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