Some smart guy many years ago talked about the mobile phone being the first step to technology fusing with the progression of man as the dawn of a new digital evolutionary appendage.
If by that he meant that it would be impossible to avoid the unbelievable temptation of checking emails/ Facebook/ Twitter/ Instagram/ Candy Crush/attacks in Clash of Clans etc. [delete according to age] then we concur.
Clearly this is both good and bad.
In the bad camp, it certainly seems a shame that the first words out of many a child’s mouth in the morning are "Where's the iPad?"; and that most people walking around town or on public transport no longer enjoy their surroundings but are locked into the small screen in front of them like moths to a flame.
In the good camp (and obviously we say this with total impartiality as a leader in augmented reality on handheld devices!) it opens up opportunities to connect with the world around you in new and exciting ways beyond email and social media.
In the old days (big hair, shoulder pads) a "zapper" used to be the preserve of switching TV channels sat on the couch, remote control in one hand, Twinky in in the other.
Fast forward 20 years and Zappar now lets you point your smartphone at the things around you as a new type of controller.
Your camera is a second pair of eyes and a new lens on the world.
Our devises have become an extension of our senses, with Shazam for hearing, NFC for touch and now Zappar for visual discovery.
And our zapcode system allows anyone – consumers or businesses – to create their own experiences and place them where they want. Zappar experiences unlock the world and provide a secret life of hidden content to discover from print, posters, packaging, products, broadcast, you name it.
Let's just hope the survival of the fittest doesn't come down to what network coverage you've got.