HP’s augmented reality subsidiary Aurasma has bagged a big deal with mobile operator group Telefonica, which says it will be using Aurasma’s technology in 25 countries, starting with the UK.

“We see this as a tipping point. This is the first time when a telco of its size is backing AR,” Aurasma’s Matt Mills tells Reuters.

Details? “Telefonica will integrate Aurasma’s cutting-edge technology into the range of media services Telefonica offers brands and advertisers”, so it’s an ads-focused deal for now, and will sit alongside the operator group’s existing location and mobile-coupon activities.

It’s a big deal for Aurasma, whose app has been downloaded more than 4m times. Telefonica will be promoting the app to its customers, starting in the UK through O2.

Will this convince other operators to sign up with Aurasma, or drive them into the arms of rivals like Layar, Metaio and Blippar? Watch this space.