A Swiss startup offering mobile visual search and augmented reality technology, kooaba, landed about $3 million venture funding (from undisclosed Swiss investors) the company’s co-founder and chief executive Herbert Bay reported this morning.

Kooaba was spun out of the Computer Vision Lab at a top science and technology university in Switzerland, ETH Zurich.

The company’s mobile phone apps allow users to take a snapshot of print ads, DVD and book covers, movie posters and physical goods, to derive product information, best available prices, and possibly coupons or associated digital extras.

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