Cambridge tech firm creates an app that directs you to your beverage with a stream of lights

Picking up someone else's drink at the bar could soon become a thing of the past thanks to an immersive new app that identifies drinks with beams of light. The BEAM app, which is currently in development by Cambridge Consultants, lets customers order and pay for drinks on their phone while still sitting at their table. The BEAM app uses near-field communications and machine vision to link customers' phones with their drinks, helping bartenders to give the right orders to the right people The innovation is the brainchild of Cambridge Consultants, which offers tech-based product and development services. The firm says that the customer experience should be'elevated, not just automated'. Rosie Parrish, User Experience Designer at Cambridge Consultants, said: 'To stand out from the crowd, brands in many different sectors are striving to provide more than just a product or service.' 'They want to create a memorable and meaningful experience for the customer.'