UK-based technology firm Blippar has launched the first-ever proprietary mobile visual search.

Through the free Blippar app, users will be able to simply look at any object via the camera on their mobile devices to activate instantaneous digital search and draw information directly from the world around them. “It is the healthy appetite for this new behaviour that has fuelled the move into visual search,” Blippar Founder and CEO Ambarish Mitra said.

Blippar is launching the new capability by first making all English-language DVD covers and movie posters including some Bollywood movies, sports logos for the Indian Cricket League and other US and Europen sports league blippable.

When users’ blipp one of these items or images, they will instantaneously be presented with a range of contextual and snackable information.