We always talk about funny versus functional apps (or in a wider sense, this split can be used for every campaign/site/tool/etc. out there) and how the latter always beats offering plain fun. Sure, we created a funny AR case once, with no functional aspects whatsoever, because a funny case sure can work. But if you're going for a long term goal you have to focus on delivering true added value.

Word Lens is an app that is extremely functional and offers an enormous amount of added value. A dictionary would do, but enabling people to just point their camera at a sign, letter or any text and get instant translation is just great. A time saver and something you'll actually do (I, for one, wouldn't take out my phone to look up word by word to understand a sign).

I wonder when Google will buy those guys, because with this functionality added to their specific approach of translation, this is a real world-changer.