Mars the app that helps people with augmented reality

Austin— Par Works launched its Mars augmented reality platform in November 2012, and is launching its first private beta at SXSW this year.

The company uses 3D augmented reality to allow users to retrieve customized, tagged information about any product, street scene, or object. For instance, a school might use the company’s technology to create an augmented reality overlay over buildings, allowing a student to snap a picture of a building and instantly see where a classroom in located in it.

The technology could also be applied to things like a picture of your car’s engine, providing you step-by-step visual directions on how to jump start it.

Augmented reality information must be manually added — so someone at the school will have to take the time to label all the rooms before the information will show up for others.

Par Works (Precision Augmented Reality Works, Inc.) is a 2013 SXSW Accelerator finalist, and its Mars app, an application that uses its technology, is a finalist in the SXSW Interactive Awards.

We caught up with John Serafini, the general manager of PAR Works to learn more.

What does PAR Works do?
As consumers and businesses increase use of mobile devices, their appetite for on-demand content is growing exponentially. Par Works helps meet this demand with its 3D augmented reality technology — the fastest and most accurate platform of its kind currently available in the market.

Par Works’ advanced computer vision analysis process lets smart-device owners use images to retrieve customized, tagged information on any building, product, street scene or object. It can achieve millimeter-level accuracy with processing times of about one second, definitively surpassing the capabilities of other AR technologies.

PAR Works’ new Mars app is the first to offer instant 3D recognition for products and places, allowing companies to offer in-depth content to consumers the moment they take a photograph.

PAR Works has received international acclaim, being named an International CES Innovations 2013 Design and Engineering Awards honoree, as well as winner of the “Best Paper Award” at the 12th International Conference on Construction Applications of Virtual Reality (CONVR2012).

What made you start the company?
As the only company capable of immediate, robust and highly precise 3D object recognition, tagging and tracking, we knew that we could bring a new dimension to product brand management and consumer advertisement.

Where are you located?
PAR Works is based in Boston and works in collaboration with the technology development team at Virginia Tech in Blacksburg, Virgina.

Who’s involved, and what makes them perfect for the gig?
The unique architecture of PAR Works’ technology is based upon research developed by renowned engineers at Virginia Tech, including Dr. Jules White, co-founder and Chief Scientist; Dr. Mani Golparvar-Fard; and Mr. Hyojoon Bae. The technology was licensed by private investment firm Allied Minds, which formed PAR Works under the leadership of Vice President John Serafini.

Do you have any competition? Why are you better?
As an augmented-reality technology provider, our closest competition includes Total Immersion, Layar, Blippar, etc. We would argue that they are principally 2D recognition companies without a viable 3D object recognition offering.

How are you funded?
PAR Works is a subsidiary of Allied Minds, a Boston-based private investment company that deploys private equity to form, fund manage and build startups based on early-stage technologies developed at renowned U.S. universities and federal research institutions.

Are you looking for any additional funding?
PAR Works is interested in forming partnerships with companies seeking an augmented-reality platform for mobile applications — whether as a project management/efficiency tool or as a content-marketing platform that improves, and enhances, a brand’s engagement with consumers.

The Mars app [iTunes link] is available now for iOS and will launch for Android at SXSW on March 10.