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It seemed to be one of the brightest stars in London’s tech firmament, raising big sums from American and Malaysian backers who bought into the message that augmented reality was the next big thing.
So why has the Blippar bubble burst?
A few years ago it did appear to have something groundbreaking - you could point its phone app at everyday objects and they would animate into action, give you useful information or serve up an ad.
But the business appeared to depend on a very fickle set of customers - advertising agencies wanting to use its AR tools in their campaigns.
Not only are much bigger firms offering similar technology but big brands seem to have concluded that it’s a gimmick whose time may already have passed.
What’s more Blippar suffered from a lack of focus, trying out a range of ideas - making an app for Google Glass, opening a Silicon Valley office, launching a facial recognition service.
One comment on the Glassdoor site where staff review employers sums it up:
"Find a niche and commit to making Blippar the expert in that niche, rather than trying to be and do everything. It's changed strategy so many times it's hard to trust what they believe."
Some brilliant people worked at Blippar developing really clever technology - but eventually investors, customers and staff lost faith in the vision of its leaders.
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