Augmentra explains how to win real friends in a mobile world

Published by Augmentra

Craig Wareham to speak at Cambridge Wireless International Conference

After creating an ‘off-road sat nav’ so robust that Search & Rescue teams are using it for operations and training, Augmentra is now extending its tool kit to support the many communities that are emerging as users for its ViewRanger application. Craig Wareham is co-founder and CEO of Augmentra, leaders in mobile mapping and off-road navigation. He will be talking about the company’s strategy at the Cambridge Wireless International Conference, 29-30th June 2010.

Augmentra has grown organically with the success of its flagship product ViewRanger, a unique fully featured mapping, tracking and navigation tool that offers interactive high resolution map content such as Ordnance Survey and National Geographic on a mobile phone. Augmentra received an injection of funding just under a year ago and this has accelerated its development with the recent launch of ‘App’ versions for the Symbian, iPhone and Android platforms. It is now compatible with over 70 percent of all smartphones.

Craig has seen the market develop rapidly, explaining that when the company started in 2006 it took a major educational process to win over the ‘map and compass traditionalists’ to the idea of mapping and navigation on a phone. “Now that outdoor enthusiasts realise that ViewRanger is fast, resilient and doesn’t rely on network access, they have embraced it and want to adapt the application to support their own specialist activities. “We have also seen how a new approach is needed for app development. Users want to be involved in the process and are quick to see how the software can be taken in new directions. “For example, we were the first to offer BuddyBeacon, a facility which allows you to see where friends are located on the hillside or at a festival.

The potential applications are vast and we are realising that adoption is faster if you open it up to see what the users will make of it. ViewRanger has proven that outdoor enthusiasts are prepared to pay for an application that offers reliable access to high quality mapping. Added value can be offered by overlaying geo-tagged information on the map using free tools, also developed by Augmentra. Content owners such as guidebook publishers, tourism offices and festival organisers have created audiovisual guides using these tools which are available ‘over the air’ for a nominal fee offering opportunities for revenue sharing.

Unique features of ViewRanger include detailed topographic maps, a 3D panoramic view of the surroundings, and an integral sports computer with data on speed, pace, heading, altitude and position. By integrating with the phone’s camera, ViewRanger enables easy input of point of interest information, plus location tagging of images, video, audio and notes. Non-Executive Chair Richard Brennan, a founding executive at Orange plc, believes that Augmentra’s strategy offers the business tremendous capacity for growth. He comments, “Augmentra is an exciting company to be involved with. They have been able to show impressive traction, delivering real revenues, simply by offering outdoor enthusiasts a great off-road navigation solution.

By identifying even more segments, delivering the application across a range of platforms, and forging partnerships with major players around the world the company has taken its product global. “The company certainly has a strong story and the ‘Future of Wireless conference’ is a great place to tell it.”

 - ENDS - Notes for Editors

For further information, please contact: Helen Goldrein/Rachel Holdsworth, PR consultants Holdsworth Associates Tel: 01954 202789 Email:

About Augmentra Ltd. ( Augmentra is the software development company behind ViewRanger™, the award winning mobile phone application which delivers GPS navigation, mapping and location-based content to outdoor activity enthusiasts and outdoor professionals worldwide. ViewRanger has been running on a range of Symbian S60 mobile devices for over two years and in 2010 launched on Apple iPhone and Android OS Smartphones Versions of ViewRanger either provide global map coverage from OpenStreetMap, or Premium topographic map data available for a growing number of countries including Belgium, Finland, France, Germany, Great Britain, Holland, Ireland, parts of Italy, New Zealand, Norway, Slovenia, Sweden, Switzerland, USA. The ViewRanger application works with Facebook to allow web based sharing and can be integrated with Twitter to allow location based “mash-ups”. Augmentra is partnered with national mapping agencies across Europe and with a range of content publishers, including National Geographic in North America, Ordnance Survey Ireland, and Ordnance Survey in the UK. Follow Augmentra at

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