Jess Butcher

Because ultimately, the partners ourselves are getting people to download the app.

They're saying Pepsi is saying download Blipper in order to bring this great experience to life.

Yes.

And that encourages incremental purchase and also a much deeper relationship with their consumers.

That's much more engaging and generates repeat purchase.

It's very international now.

Obviously, we have offices all over the world.

I mean, we've had a lot, obviously, in Europe because that's where we started.

But we've been in the U.S.

now for three, four years.

I should say those downloads as well are across the business group.

And so they're partly Blipper.

They're also part Layer, which is a company that we acquired three years ago, which was in a similar space.

Indeed, was the market leader within our space for some years.

It was a talent acquisition primarily.

We brought together the leading brains in Europe within this field.

Yes, yes.

I mean, now very much diversifying into AI and broader computer vision technologies.

But at that stage, yes, we were the two leading players within the AR space.

And we brought that talent together and the data from that cumulative audience of downloads.