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What You Share Stays There: Dabble Launches Its Location-Based Journal at DEMO

Creates Virtual "Postcards" That Can Be Placed Throughout the World (April 17, 2012)

SANTA CLARA, CA -- (Marketwire) -- 04/18/12 -- Dabble ( is a location-based photo journal that launched today at DEMO Spring 2012 and is a free app available on the iTunes App Store.

Dabble enables users to collect real-world experiences, adventures, events -- and store these memories on the map by creating virtual postcards and 'attaching' them to locations. Users layer the world with content that matters to them.

"Dabble is a fun and engaging way to relate to the world around you," says Santosh Jayaram, co-founder of Daemonic Labs, the company that created Dabble. "We created Dabble because we wanted to go anywhere -- say, Paris, San Francisco, or our own neighborhood -- and be connected with content from friends and others who were there before us. We wanted to fill the map with what matters to us, and find interesting content."

Dabble ( anchors the user's pictures & memories at the precise location he or she experienced them. It's a geo-located journal of postcards that's social and engaging. Each postcard lives at the location, growing in content as friends and other users relate to the world through their postcards.

"We wanted an application that captured human experiences and tied them to places. A retrospective view of intersecting latitudes and longitudes, open and accessible to all," says Jayaram. "I want to be on Half Dome in Yosemite and find postcards from family who were there before me. If a product like Dabble had existed, I would be able to go to Springfield, Ill., and discover postcards dropped there during President Obama's victory speech on Nov 5, 2008, or President Lincoln's victory speech 148 years earlier."

Smartphones have changed how people capture and share photos. The serendipity of having a camera perpetually on hand, plus the overall quality of these cameras, means that more pictures are taken and shared than ever before. Facebook ( users share 2.8 billion photos each month. That number will surely increase with their recent purchase of Instagram ( In the past year alone, Twitter ( has seen a 420% increase in photo sharing on its service.

"With smartphones, we've started to share experiences at the point of capture. In other words we've shifted from 'point-and-shoot' behavior to 'point-shoot-and-share,'" says Jayaram. "Sharing increasingly happens at the point of capture. That's natural because most experiences are tied to a place."

But, while smartphones have made location a central feature in recording these experiences, there hasn't been a meaningful way for users to share and discover these experiences based on where they are in the world.

With Dabble, your pictures are always accessible to you, your friends, and other Dabble users, because the frame of reference is location. Pictures retain a sense of timelessness because they're accessible based on where the user is. Dabble takes emphasis away from a timeline view and shifts the context to where these experiences were recorded. In doing so, Dabble makes the world a smaller, more intimate place.

"By making location the central factor in the creation and sharing of pictures, Dabble gives users a unique social experience -- one that will change how users relate to the world around them," said Matt Marshall, executive producer, DEMO.

"How we share and discover pictures is changing rapidly, driven in part because of growing smartphone adoption. DEMO agrees that this time it will be location that drives much of the new innovation in photo sharing," says Marshall.

About Daemonic Labs, Inc.
Daemonic Labs are the creators of Dabble, the mobile and web app. The company was founded in 2011 and is based in San Francisco with offices in Buenos Aires and Mar Del Plata, Argentina.

About DEMO
Produced by the IDG Enterprise events group, the worldwide DEMO conferences focus on emerging technologies and new products innovations, which are hand selected from across the spectrum of the technology marketplace. The DEMO conferences have earned their reputation for consistently identifying cutting-edge technologies and helping entrepreneurs secure venture funding and establish critical business. For more information on the DEMO conferences, visit

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Santosh Jayaram
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