The exhibit floor is pretty compact with about 50 companies that have a presence here. Once cool product has caught my attention so far. It is called Snaptell (no connection to Snap.com) and it offers image recognition based mobile marketing.

One of their offering is called Mobile Movie Explorer, which is a very impressive mashup of mobile & web technologies. Snaptell utilized Amazon’s web services and their image recognition technology to provide movie reviews sent back to the phone. Try it – simply take a picture of the cover any DVD movie with your camera phone, send it to dvd@snaptell.com, and check your email.

I read some of the coverage around the blogesphere about Popfly, Microsoft latest innovation, and I am anxious to get the invitation email and start playing with it.

I felt the same when Yahoo Pipes came out but after playing with it for a while my enthusiasm ended since the capabilities were very limited and allowed creation of a limited types of mashups.

Popfly might turn to be different and big. Here’s why?

• The design tool looks amazing
• It could span a large social network for mashupers
• A site hosted on a .ms tld – not something you’d expect from “Microsoft”…
• Ducks

Here’s one example of a mashup created using Popfly.

BTW, you need to install Silverlight before accessing the page.