The start-up launch hamstrung by LOCOG

By Milo Yiannopoulos on August 8th, 2012

“I knew that demand for sharing and consuming visual media captured from Olympic venues was going to blow up throughout London 2012,” says Matt Hagger, chief executive of Zkatter and an award-winning British entrepreneur.

“But the photos and videos being shared around trending hashtags are disorganised. They are based only on the time of upload across various networks and they can originate from any source.

“It’s a nightmare trying to look back and remember anything. What I wanted was an app where people could view content differently. It would be raw, compelling and would allow us all to look back and remember better. So I tried to build it.”

But it wasn’t that simple. Hagger, after spending 18 months negotiating with the International Olympic Committee’s global sponsors, was finally given an abrupt put-down: “LOCOG will not allow visual media to be captured inside Olympic park or any venues except for private and domestic use”

“I nearly fell off my chair,” says Hagger, echoing the sentiments of thousands of Olympic ticket holders who are nonplussed at the organisation’s heavy-handed technologically illiterate restrictions on social media.

“Fast forward six months,” says Hagger, “And I see that Lord Coe’s Twitter stream is a time-line of visual moments from various venues.

“I am a London entrepreneur. My family partly originates from the area and as a teenager my father lived within walking distance of where the Olympic Park stands today. I’ve spent many, many hours trying to create something compelling for people who couldn’t afford tickets.”

Hagger was finally able to launch his app, called 2012 London, after four name changes and one rejection from Apple, who cited “naming rights” issues. Hagger told The Kernel that he still hopes to create a legacy site of sight and sound memories from mobile submissions.

The app is now available to download, for iOS users in the UK.