60-second start-up: Blippar

0-5 seconds: Sum your business up in a sentence

Blippar is the world's leading mobile visual discovery platform: simply 'blipp' to use a smartphone like an eye, to unlock the static world around us just by looking at it. Magazines, products, billboards, merchandise and more - all instantly jump to interactive life in a 'blipp'. (This video says more than words can!)

5-10 seconds: What's the business model?

The business model is that brands and advertisers pay a premium to turn their physical assets into interactive experiences - which offer them fantastic ROI and consumer engagement levels on their traditional ATL. There are technical fees for using the platform and also creative requirements - often (and increasingly) monetised by our agency friends and partners.

10-15 seconds: Who are your competitors?

No one directly by business model (no one else has sought to harness this technology within a single lens platform, and with a fun new, eponymous verb 'to blipp' - nor by taking a creative, consultative approach to this as a new content medium. But there are increasing numbers of players in the interactive print and augmented reality space. They focus primarily on offering technical API and SDK applications, rather than a platform. Such companies include Metaio, Total Immersion and Aurasma.

15-20 seconds: What's your USP?

Can we have two? The best tech in the world today and yet we're the only company seeking to 'de-tech' this high-tech space e.g. using a consumer-friendly verb and focussing tirelessly on the content value of what this medium needs to offer to become a everyday behaviour.

20-25 seconds: How have you funded it so far?

Organically. The business was revenue generating from month three, prior to which the founding team were working unpaid days and nights.

25-30 seconds: What were you doing before?

I was at Alibaba.com - managing partnerships and business development across the EMEA region. Post that, and immediately prior to joining my Blippar co-founders, I was on a year out in Africa, cutting my entrepreneurial teeth on the founding of a community tour business in Western Kenya.

30-35 seconds: Where did the idea come from?

Our CEO, Ambarish Mitra, and CTO, Omar Tayeb, were working together and playing with the technology in their spare time. They managed to augment Rish's head over the Queen's on a £5 note and from there, the business model brainstorming began!  The potential applications for media and marketing were too huge to ignore and we knew we had a small window of first-mover advantage to build a business around it.

35-40 seconds: What's the smartest thing you've done so far?

Focussing on a platform approach to this most exciting technological development (rather than becoming an agency for app-build, or bespoke project work).  With this model, we can scale to become a global brand and a ubiquitous new consumer behaviour…

40-45 seconds: What's the stupidest?

Nothing stands out. Besides which, we'd never view things as 'stupid' as every slight error of judgement or wrong move is always learnt from and, ultimately, enabled us to grow a business as quickly as we have. Some 'errors of judgement' might include not pushing back enough with some clients on boring, un-engaging blipp ideas or overstretching ourselves and wasting effort on blipps that ultimately added no users to the platform.

45-50 seconds: If your business was a biscuit, what would it be?

Oreo. Solid tech holding everything together at the core - wrapped in a universally-loved-by-consumers chocolate exterior. Transatlantic appeal - available UK and US.  

50-55 seconds: Which idea are you a bit jealous of?

Gangnam Style. I could have marketed and made millions from that (I've been married to that dance move for years now).

55-60 seconds: Where are you going to be in 12 months' time?

On everyone's phone. Global, with scale, having empowered 100s and 1000s of partners to co-create content within out platform.

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