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."

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