philip lelyveld The world of entertainment technology

20Jul/17Off

Blippar is embracing licensing as it faces competition from Apple and Google

blippar halos facial recognitionIn a major strategic shift, Blippar also said it would license the new technology to third parties to embed in their own apps.

Business Insider has documented Blippar's historical struggles to decide on a business model, as recounted by former staff. The startup has pivoted from being a creative agency to being a visual browser, raising almost £80 million, axing sales staff, and shuttering offices along the way.

An obvious revenue-generating move for Blippar would have been to license or white-label its technology more aggressively.

At one time, after buying Amsterdam rival Layar in 2014, the company did offer its Layar software development kit (SDK) to third parties. That theoretically meant companies could embed Blippar's augmented reality technology into their own applications.

Blippar has previously told Business Insider that there are apps that white-label its tech — but there aren't any recent examples on its site.

See the full story here: http://www.businessinsider.com/augmented-reality-app-blippar-says-it-will-finally-sell-its-tech-to-third-parties-2017-7

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