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Blippar devises ‘visual browser’ to identify real-world objects

UK-based startup Blippar is said to have developed an innovative ‘visual browser’ which will enable people to search the internet for information on real-world objects snapped from their mobile device.

By stripping away the need to know what you are looking at to search Blippar aim to simplify the search process with an augmented reality app that can analyse visual inputs to a smartphone or tablet to search for similar objects online in real time.

An initial run of the novel engine will be limited to album covers, book front pages, DVD labels and film posters from this April, allowing entertainment fans to swot up on their favourite titles. From there however the developer aims to massively expand the apps scope, to recognise virtually any real world object from an apple to the Eiffel Tower.

Speaking at the South by Southwest festival Blippar founder and chief executive Ambarish Mitra, said: "The human imagination, curiosity and the quest for knowledge are all often limited by our capacity to define and assign language to describe and seek answers from the world around us.

"Today marks the beginning of a new era of search, where curious users will be able to visually search the world through the lens of the Blippar app."

Blippar is no stranger to the field of augmented reality, having already devised systems for leading brands such as Nestle, Heinz and Coca-Cola to jazz up their labelling.

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