The chief executive of augmented reality and image recognition app provider Blippar has commented on the announcement that free WiFi internet will be provided on parts of the London Underground during this summer's Olympic Games.

"Putting WiFi on Tube platforms and stations massively enhances the power and potential of technologies like image recognition and augmented reality," says Jess Butcher of Blippar.

"That’s a huge boost to this growing industry […] and it's a chance for advertisers and brands to come up with entirely new ways to get commuters' attention."