Ambient Industries has developed ‘www.flook.it’ – a location browser that allows its users to find and generate local information. As the smart phone equipped with GPS and a camera becomes ubiquitous, the quantity of location-based content serving these devices is set to explode. Ambient is well placed to provide services that allow for a unique way of consuming this information. Many of the current location-based service applications only replicate what users would find on a computer, whereas flook has been designed specifically for the mobile user who is short on time and has to work with a limited screen size. Amadeus was attracted by the quality and technical expertise of the team, who will be able to benefit from access to the network of Amadeus portfolio companies in this sector.

After completing a successful incubation period in the Amadeus offices, Ambient is poised to take advantage of the market opportunity created by the existence of this mobile content from third parties, users and social networking, to build revenue streams from mobile advertising and commerce.

Amadeus provided incubation financing for Ambient and has now invested seed capital alongside Eden Ventures. The purpose of the current round of financing is to launch the first version of the flook ‘app’ on the iPhone. Laurence John is a non-executive director on the Board of Ambient.