We tried it out for ourselves Business Insider was given a demo of the Blipparsphere at the

company's London office last month.

Sure enough, when I pointed the smartphone camera at a chair, the

coffee machine, a spoon, a banana, and a television set, the app

instantly recognized what the objects were.

Mitra explained that if a human could reasonably guess what a

dish is, or what ingredients it contains, it's likely the Blippar

app could do a good job of it too.

Sometimes it mistook a chair for a table and

things such as shadow and distance affected its performance - but

its guesses were still intelligent, as they were based on the

accuracy of the results it had delivered to other users who had

pointed their smartphones at objects with similar


In March, the company raised a $54 million Series D round led

by Khazanah National Berhad, the strategic investment fund of the

government of Malaysia, which has also previously invested in

technology firms including Chinese e-commerce giant Alibaba and

British travel search site Skyscanner.

What the Blipparshere could be used for Mitra passionately bounces as he reels off all the potential use

cases for the Blipparsphere: Traffic-flow management; it could

help radiologists assess x-rays and diagnose health issues; it

could be fed with pattern behavior and alert a CCTV officer when

there was about to be a riot or a terror attack; it could be

installed in self-driving cars - there are a lot of


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