ACM - Computers in Entertainment

Telibrahma: Pointing at infinite possibilities

By Ashley Yeo

Many times we question exactly how powerful our minds are? Albert Einstein’s breaking discoveries, such as his theory of relativity (E=mc2), eventually paved the way for us to better understand the world . When he died, autopsy reports revealed Einstein’s brain was of exceptional size with “relatively expanded prefrontal cortices, which may have provided underpinnings for some of his extraordinary cognitive abilities, including his productive use of thought experiments” [1]. Our minds also work subconsciously, giving us dreams and nightmares even when we are asleep. Both of these are examples of how our minds are capable of much more than we think.

The Point app developed by Telibrahma further illustrates the mind’s capability to create a fantastic piece of technology. Earlier this month, Manoj Panedka, EVP in North America for Telibrahma, demonstrated the prowess of the Point app. The demo was held at the UCLA REMAP office, where director of Technology Research Initiatives, Jeff Burke, and other guests saw how Point works up close.

Built and introduced in India two years ago, the Point app launched in the U.S. in January 2013, bringing along with it a promising set of features for consumers of almost all types of products. The mobile application performs augmented reality experiential marketing for real estate, jewelry, movies, cars, magazines, sports wear, beauty products, and even food. 

Point can integrates augmented reality onto the flat glass screen of any smartphone with 3G capabilities and a camera. The app then provides an auto-tracking of images, sounds and music. For example, when the app is open on an iOS device, placing the camera over a newspaper advertisement for a new car will allow the print ad to come to “life.” The iPhone or iPad screen will turn the print into a video, hosted on YouTube, where the car blinks, and drives through a dessert landscape.

Harry Potter fans and readers of The Daily Prophet will be excited to know their world of magic has come to life!

Like Nike’s customizable shoes, the color of the car body can also be changed on the app, and the user can share the final model on Facebook or Twitter. Taking a photograph of the cover of Maxim magazine will likewise allow the content within to jump to life. Allowing the user of the Point app can preview the magazine casually.

The Point app also combines both visual and sound recognition. If you point the smartphone camera to “America’s Got Talent,” live or recorded, the viewer can instantly vote using their smartphone. Besides this, Point’s cutting-edge technology also includes automatic tracking and capturing of dark spots and wrinkles on an actual woman’s face. The app  then recommends products, providing a real-time solution to anywhere and anytime.

With all the content from various brands stored on its cloud server, Telibrahma’s 150-member team, which is based in India, works endlessly on each project sent from U.S. clients. In its history, the team managed to set a record for creating an entire brand marketing profile on its application in just a couple of days. More impressive, 3-D figure of a fully digitalized apartment that can be viewed in all angles—front, side and plan view—was created by Telibrahma in just 10 days by simply capturing a print advertisement in a newspaper,

Down the road, Telibrahma aims to take Point a step beyond its present position by integrating it with the education sector, fashion, and also e-commerce.


[1] Falk, D., Lepore, F. E., Noe, A. The cerebral cortex of Albert Einstein and preliminary analysis of unpublished photographs. Brain: A journal of neurology (2012).