Otello, launched in Germany in beta, provides information to the pictures you make with your mobile phone. Suppose you walk by something (a building, billboard, - well-known - person, etc) and you want to know who or what it is. You pick up your mobile phone, take a picture, and send a MMS message to 4242, Otello's number. Otello matches the picture to its own information base. Within a couple of seconds you receive a reply message, sometimes with pictures, videos, and links to relevant sites. (fe, Dutch). Brands this way start dialogues, often after activation in the physical world. We see a building somewhere, or a brand costume, or brand shoes. Through a picture we directly get in touch with the manufacturer, and the dialogue can start. Soon we will call our coaching brand: 'Hey Ray', and ask: 'do you know this type of car?', and we will immediately get an answer. This is really starting to look like that.

• in Dutch