Commercial augmented reality

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Commercial augmented reality (CAR) describes augmented reality (AR) applications that support various B2B (Business-to-Business) and B2C (Business-to-Consumer) commercial activities, particularly for the retail industry. The use of CAR started in 2010 with virtual dressing rooms for E-commerce. [1]

Contents

For commercial purposes, AR applications are often used to integrate print and video marketing. With an AR-enabled device, such as a smartphone or smart glasses, aiming a camera at a printed material can trigger an AR video version or animation of the promotional and informational material superimposed on the image.

Apart from the primary use of CAR, technological advancements have yielded more commercial applications for retail, B2C and B2B markets operating with physical stores as well as online virtual stores.

History

The history of commercial augmented reality is brief compared to that of augmented reality.

In 2010, virtual dressing rooms were developed for E-commerce retailers to help customers check the look and fit of products such as clothing, undergarments, apparel, fashion products, and accessories. An AR technology was developed in 2012 to market a commemorative coin in Aruba. [2] In 2013, CrowdOptic technology was used to create AR experiences for an annual festival in Toronto, Canada. [3] An AR app Makeup Genius released to try out beauty makeup and styles with the help of handheld devices was released in 2014. [4]

An AR app was launched for the art market in 2015. [5] In 2016, a Wikitude app included an update to provide AR campaign opportunity to businesses. [6] Users can point phone cameras at certain places and get information from websites such as Yelp, Trip Advisor, Twitter, and Facebook. In 2017, Lenovo developed a Tango-enabled smartphone to assist retailers. The Wayfair app enables customers to try a virtual piece of furniture in their home or office before buying. [7]

Technology

CAR technology dates back to the 1960s but grew considerably during the 2000s. According to CAR, technology involves several contemporary technology components. The three major components are the hardware, software, and algorithms of AR. [8]

Hardware for commercial augmented reality

With advancements in computing and allied hardware technologies, AR hardware such as display devices, sensors, input devices, and computing processors have improved over time.

Display hardware components for CAR

Display hardware can be listed in the following ways: Head Mounted Display (HMD) such as a harness or helmet; eyeglasses, Head-Up Display (HUD); contact lenses; virtual retina display (VRD); and Eye Tap. Spatial AR (SAR) enhances real-world objects in spaces without depending on any display device. Those SAR are Shade Lamps, Mobile Projectors, Virtual Tablets, and Smart Projects.

Sensors for CAR

Tracking and networking hardware must work in a seamless combination to bring about the desired level of mobility in CAR systems. The latest smartphones and tablets like mobile devices consist of cameras to act as an optical sensor, accelerometer, and gyroscopes for position tracking, solid-state compass and Global Positioning System (GPS) circuits, as well as sensors, for location detection, Radio-frequency identification (RFID) for radio signal detection, Wi-Fi for networking, and several mobile-based third-party sensors for a myriad of purposes.

Input CAR devices

To bring complete interactivity in AR systems, different input devices are mandatory such as keyboards for textual inputs, speech recognition systems like Siri, Cortana, Google Voice and so on, gloves stylus, pointers, and other body wears with sensors to provide body gesture inputs, eye movement detection sensors, and hardware.

Software and algorithms for commercial augmented reality

AR software should be capable of carrying an image registration process where software is working independently from the camera and camera images, and it drives real-world coordinates to accomplish the AR process. AR software can achieve augmented reality using two-step methods: It detects interest points, fiduciary marker, and optical flows in camera images or videos. Now, it restores the real-world coordinate system from the data collected in the first step. To restore the real-world coordinates data some methods used include: SLAM (Simultaneous Localization and Mapping), structure from Motion methods including-Bundle Adjustment, and mathematical methods like-Projective or Epipolar Geometry, Geometric Algebra, or Rotation representation (with an exponential map, Kalman & particle filters, non-linear optimization, and robust statistics).

Commercial augmented reality programming technology

The aim of ARML (Augmented Reality Markup Language) is defining and interacting with various Augmented Reality scenes. XML and ECMA scripts are parts of ARML. The role of XML is to describe the location as well as the appearance of the virtual objects in AR visualization. The dynamic access to the properties of virtual objects is possible using ECMA scripts binding.

Object model of augmented reality markup language

The model is built on three main concepts. Features: Represents physical objects in AR scene; Virtual Assets: Represents virtual objects in Augmented Reality scene; and Anchor: Define the spatial relationship between a physical and virtual object in AR scene. The Anchors are four different types—Geometries, Tractable, Relative To, and Screen Anchor.

Commercial augmented reality SDKs

Just like other technologies, AR application development kits are available for a rapid development process in the form of Software development kits (SDKs) including: CloudRidAR, Vuforia, AR ToolKit, Catchoom CraftAR, Mobinett AR, Wikitude, Blippar, Layar, Meta, and ARLab.

Applications

Objective of CAR

According to Hemant, [9] the objectives of CAR is to bring virtual objects, which are generated by computers, into the physical world using simulation techniques. Moreover, it permits real-time interactions to benefit various commercial sectors and industries.

Commercial augmented reality simulation process

The optical device that combines the real-world and virtual world experiences is "Combiner" which acts as a platform for commercial Augmented Reality experiences. Thus, the entire CAR process consists of three main phases. The first is recognizing the object or image. The second is object or image tracking in space. The third is superimposing virtual objects on the physical world.

Traditional combiners for CAR process

The traditional combiners cover two implementations: The polarized beam combiners or flat combiners, or the off-axis combiners or curved combiners.

Non-conventional combiners for CAR process

The non-conventional techniques involve diffractive optics as well as Holography. The hologram or waveguide concepts are involved in these non-conventional techniques and technologies. The real theory behind this is the extraction of a collimated image, which is guided by Total Internal Reflection (TIR) through a waveguide pipe. It behaves like a router where a waveguide is transmitting the image to the user's eyes and provides the most sophisticated optics to see through.

User interactions in AR

Most of the AR devices use a touchpad and voice commands to provide user interaction facilities. Smartphones and tablet devices are the excellent candidates to interact with AR applications. Therefore, most of the AR applications in the market are handheld devices based on whether they use traditional or non-traditional AR techniques and technologies.

Commercial augmented reality applications

Augmented reality is gradually changing the scenario of B2B and B2C businesses by providing AR applications. In due course, Hemant has listed several CAR applications in detail.

The AR dressing room application

Fashion and apparel customers buy products after selecting the best fit by trying them on in a Changing room. This can result in lengthy queues waiting a vacant room. Topshop with Kinect has created CAR dressing rooms to overcome the problem to some extent. [10] This technology has even allowed for size estimation in the dressing room. [11] The Gap has followed the trend. [12] The Augmented Reality dressing rooms are equipped with the AR devices, which are in turn helping focus on the targeted dress/product and capture the virtual 3D image of the product/dress. It helps to visualize the dress on the body of the shopper/user.

Product previews application

The in-store retail customer can view a virtual preview of a product packed in a package, and even without opening it at all. An AR app for Lego [13] is an ideal example of this use. Lego displays an animation of a product in an informative manner to the interested children and their parents. Image recognition technology is behind it rather than sticking a code on the box and scanning it.

To accomplish this, Lego has implemented a second-generation Sandy Bridge Intel Processor that can popup 3D animation over the top of the box. Moreover, the animation can move or rotate as the box moves or rotates. This is possible by the recognition of box movements and postures.

The CAR triggered products application

The AR event was triggered automatically by focusing on an Aruba coin with AR hardware. The AR event revealed additional objects and information, which was invisible without the coin.

Makeup CAR application

Shiseido has developed a makeup mirror called TeleBeauty that helps female shoppers to visualize the product performance on their faces well in advance of applying it. [14] The capability of the AR mirror allows it to portray the shopper's image with lipsticks, eyeliners, and blushes with real-time updates.

Beauty style CAR application

The best example is the Burberry Beauty Box AR application. [15] It provides a nail bar application. Shoppers can choose their skin tone with the app and paint different polishes on the bar to check how the polishes look in real life.

Art market CAR application

In 2015, an AR app was developed by Itondo with the aim of visualizing an art piece on different locations on walls before taking it from a gallery. It displayed live previews of a two-dimensional image of the artwork which is capable of scaling on the walls. Moreover, it enables an art gallery to display background previews using pre-saved photos of the different walls provided by the shopper. The app helps the user to visualize the best location for the artwork before they make a purchase.

The color changing CAR application

American Apparel has products in varying types of colors and color combinations. [16] This can make the color selection process daunting. Therefore, it has invented an AR app to help in the selection process without the customer having to wear the actual product. The AR app simulates the same products in available color choices and makes the selection process easier. The AR app provides real-time ratings and reviews uploaded by customers online and tempts online shoppers to visit the bricks-and-mortar stores.

The fitting CAR Application

De Beers [17] is a known entity in jewelry industry. It has released an AR app useful for online shoppers who wish to see jewelry products as if they are wearing them in the real world. The company provides images of products through Forevermark Fitting site the shopper can download and print on paper. Now, the user can use the mobile AR app by focusing a mobile camera on the image of the item. The app displays a virtual simulation of the jewelry products with real-time updates so products move with the user's movements and displays different facets at different angles. Moreover, customers can judge that how the jewelry looks in certain lighting and on different skin tones.

The catalog CAR application

A product catalog for certain items like furniture cannot test in real life for a real environment. Moreover, small 3D images of products are of little use when the user wants to see the furniture product in real life in their home or office. IKEA has launched their AR catalog IKEA Place [18] that helps to visualize the furniture products in real-world spaces like homes or offices. It also helps customers to judge the appropriate size and shape of the furniture be fitting in the actual environment that meets their needs.

The personal shopper CAR application

IBM [19] has released an AR app that helps shoppers to obtain detailed information on a product without touching it or inviting sales assistants to describe it. The CAR personal shopping application is capable of providing highly personalized experiences as well as marketing offers with a personalized touch. All this is possible in real-time if Beacon technology is applied in the store.

The shoe sampler CAR application

The Converse Sampler [20] is an AR app to assist customers to visualize a shoe with real-time updates. A customer needs to focus the camera of their mobile device on their legs after opening the app. The app provides a catalog for the selection of products. Once a selection is made the app begins superimposing products on the real world legs and gives an idea of the fit as well as its look so the customer can purchase the product online with confidence.

Controversy

A controversy was created by Pokémon Go , a game with two technical problems. [21] The tracking and visualization processes handled in the absence of ergonomic, safe, and secure environment. The immersion in the game by players was too deep and resulted in several deaths, which caused some governments like China to ban the game. [22] This unconventional combination of technology may lead to new inventions, but the cost of the hardware, software, and implementation makes it challenging for common commercial production.

Related Research Articles

<span class="mw-page-title-main">Augmented reality</span> View of the real world with computer-generated supplementary features

Augmented reality (AR) is an interactive experience that combines the real world and computer-generated content. The content can span multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory. AR can be defined as a system that incorporates three basic features: a combination of real and virtual worlds, real-time interaction, and accurate 3D registration of virtual and real objects. The overlaid sensory information can be constructive, or destructive. This experience is seamlessly interwoven with the physical world such that it is perceived as an immersive aspect of the real environment. In this way, augmented reality alters one's ongoing perception of a real-world environment, whereas virtual reality completely replaces the user's real-world environment with a simulated one.

Digital imaging or digital image acquisition is the creation of a digital representation of the visual characteristics of an object, such as a physical scene or the interior structure of an object. The term is often assumed to imply or include the processing, compression, storage, printing and display of such images. A key advantage of a digital image, versus an analog image such as a film photograph, is the ability to digitally propagate copies of the original subject indefinitely without any loss of image quality.

<span class="mw-page-title-main">Mixed reality</span> Merging of real and virtual worlds to produce new environments

Mixed reality (MR) is a term used to describe the merging of a real-world environment and a computer-generated one. Physical and virtual objects may co-exist in mixed reality environments and interact in real time.

<span class="mw-page-title-main">Microsoft PixelSense</span> Interactive surface computing platform by Microsoft

Microsoft PixelSense was an interactive surface computing platform that allowed one or more people to use and touch real-world objects, and share digital content at the same time. The PixelSense platform consists of software and hardware products that combine vision based multitouch PC hardware, 360-degree multiuser application design, and Windows software to create a natural user interface (NUI).

A projection augmented model is an element sometimes employed in virtual reality systems. It consists of a physical three-dimensional model onto which a computer image is projected to create a realistic looking object. Importantly, the physical model is the same geometric shape as the object that the PA model depicts.

In computing, 3D interaction is a form of human-machine interaction where users are able to move and perform interaction in 3D space. Both human and machine process information where the physical position of elements in the 3D space is relevant.

Himax Technologies, Inc. is a fabless semiconductor manufacturer headquartered in Tainan City, Taiwan founded on 12 June 2001. The company is publicly traded and listed on the Nasdaq Stock Market under the symbol HIMX. Himax Technologies Limited functions as a holding under the Cayman Islands Companies Law.

<span class="mw-page-title-main">Wikitude</span> Austrian mobile augmented reality technology provider

Wikitude is a mobile augmented reality (AR) technology provider based in Salzburg, Austria. Founded in 2008, Wikitude initially focused on providing location-based augmented reality experiences through the Wikitude World Browser App. In 2012, the company restructured it's proposition by launching the Wikitude SDK, a development framework utilizing image recognition and tracking, and geolocation technologies.

Nokia Point & Find is a mobile application, which lets you point your Nokia smartphone camera at objects and images you want to know more about, to find more information. It is a visual search technology that uses the phone's camera to obtain information by using image recognition to identify objects, images and places in the physical world in real-time. For example, one can use the application to find information on movies by pointing the camera at movie posters and then view reviews, or find tickets at nearby theaters. Its uses include city landmark tagging, barcode scanning for comparison shopping and 2D barcode scanning and finding information related to products and services based on content provided by third party publishers.

<span class="mw-page-title-main">Virtual dressing room</span> Online equivalent of in-store changing room

A virtual dressing room is the online equivalent of an in-store changing room.

<span class="mw-page-title-main">Recon Instruments</span>

Recon Instruments was a Canadian technology company that produced smartglasses and wearable displays marketed by the company as "heads-up displays" for sports. Recon's products delivered live activity metrics, GPS maps, and notifications directly to the user's eye. Recon's first heads-up display offering was released commercially in October 2010, roughly a year and a half before Google introduced Google Glass.

Metaio GmbH was a privately held augmented reality (AR) company that was acquired by Apple Inc. in May of 2015. Headquartered in Munich, Germany, with subsidiaries in San Francisco, California, New York City, New York and Dallas, Texas, Metaio provided a software development kit (SDK) for programming PC, web, mobile application and custom offline augmented reality applications. Additionally, Metaio was the creator of Junaio, a free mobile AR browser available for Android and iOS devices.

<span class="mw-page-title-main">Tango (platform)</span> Mobile computer vision platform for Android developed by Google

Tango was an augmented reality computing platform, developed and authored by the Advanced Technology and Projects (ATAP), a skunkworks division of Google. It used computer vision to enable mobile devices, such as smartphones and tablets, to detect their position relative to the world around them without using GPS or other external signals. This allowed application developers to create user experiences that include indoor navigation, 3D mapping, physical space measurement, environmental recognition, augmented reality, and windows into a virtual world.

<span class="mw-page-title-main">Windows Mixed Reality</span> Mixed reality platform

Windows Mixed Reality (WMR) is a discontinued platform by Microsoft which provides augmented reality and virtual reality experiences with compatible head-mounted displays.

<span class="mw-page-title-main">Microsoft HoloLens</span> Mixed reality smartglasses

Microsoft HoloLens is an augmented reality (AR)/mixed reality (MR) headset developed and manufactured by Microsoft. HoloLens runs the Windows Mixed Reality platform under the Windows 10 operating system. Some of the positional tracking technology used in HoloLens can trace its lineage to the Microsoft Kinect, an accessory for Microsoft's Xbox 360 and Xbox One game consoles that was introduced in 2010.

Visual computing is a generic term for all computer science disciplines dealing with images and 3D models, such as computer graphics, image processing, visualization, computer vision, virtual and augmented reality and video processing. Visual computing also includes aspects of pattern recognition, human computer interaction, machine learning and digital libraries. The core challenges are the acquisition, processing, analysis and rendering of visual information. Application areas include industrial quality control, medical image processing and visualization, surveying, robotics, multimedia systems, virtual heritage, special effects in movies and television, and computer games.

<span class="mw-page-title-main">Industrial augmented reality</span>

Industrial augmented reality (IAR) is related to the application of augmented reality (AR) and heads-up displays to support an industrial process. The use of IAR dates back to the 1990s with the work of Thomas Caudell and David Mizell about the application of AR at Boeing. Since then several applications of this technique over the years have been proposed showing its potential in supporting some industrial processes. Although there have been several advances in technology, IAR is still considered to be at an infant developmental stage.

<span class="mw-page-title-main">Pose tracking</span>

In virtual reality (VR) and augmented reality (AR), a pose tracking system detects the precise pose of head-mounted displays, controllers, other objects or body parts within Euclidean space. Pose tracking is often referred to as 6DOF tracking, for the six degrees of freedom in which the pose is often tracked.

<span class="mw-page-title-main">Lenovo Phab 2 Pro</span> Android smartphone

The Phab 2 Pro is an Android smartphone in a phablet form factor, developed and produced by Lenovo and first released in November of 2016 at an MSRP of US$499. The device is notable for being the first consumer smartphone to support Google Tango augmented reality (AR) technology.

The Augmented Reality Sandtable (ARES) is an interactive, digital sand table that uses augmented reality (AR) technology to create a 3D battlespace map. It was developed by the Human Research and Engineering Directorate (HRED) at the Army Research Laboratory (ARL) to combine the positive aspects of traditional military sand tables with the latest digital technologies to better support soldier training and offer new possibilities of learning. It uses a projector to display a topographical map on top of the sand in a regular sandbox as well as a motion sensor that keeps track of changes in the layout of the sand to appropriately adjust the computer-generated terrain display.

References

  1. ↑ D.W.F., van Krevelen; Poelman, R. (2010). "A Survey of Augmented Reality Technologies, Applications, and Limitations" (PDF). The International Journal of Virtual Reality. Systems Engineering Section, Delft University of Technology, Delft, The Netherlands. 9(2):1-20.
  2. ↑ Alexander, Michael (July 20, 2012). "Arbua Shoco Owl Silver Coin with Augmented Reality". Coin Updates.
  3. ↑ Wadhwa, Tarun (June 3, 2013). "CrowdOptic and L'Oreal To Make History By Demonstrating How Augmented Reality Can Be A Shared Experience". Forbes .
  4. ↑ Tanase, Alexandru (December 31, 2014). "Augmented Beauty: L'Oreal Makeup Genius App". Tech Accute.com.
  5. ↑ O'Sullivan, Jane (July 8, 2015). "App puts art on your wall, in your tablet". Financial Review .
  6. ↑ Palladino, Tommy (February 6, 2017). "Wikitude & Lenovo Converge for Augmented Reality Cloud Platform". Augmented Reality News.
  7. ↑ Burritt, Mary (September 19, 2017). "Wayfair releases AR app for iPhone, iPad". Furniture Today .
  8. ↑ Kumar, Hemant (November 6, 2017). "The Technicality of Augmented Reality". SysBunny.
  9. ↑ Kumar, Hemant. "How Augmented Reality Works?". SysBunny.
  10. ↑ Houston, Thomas. "Kinect Virtual Dressing Room At Topshop Lets Ladies 'Try On' Clothes". The Huffington Post .
  11. ↑ KAEWRAT, Charlee; BOONBRAHM, Poonpong (2017). "A Survey for a Virtual Fitting Room by a Mixed Reality Technology". Walailak Journal of Science & Technology. 14: 10: 759–767.
  12. ↑ "A Closer Look At Gap's Augmented Reality Initiative". Forbes . Great Speculations. January 5, 2017.
  13. ↑ "New LEGO catalog 2014 as an app with 3D augmented reality animations". Best Kinder Apps. January 11, 2014.
  14. ↑ Lila, MacLellan (October 20, 2016). "Shiseido partnered with Microsoft to create a make-up filter for women who telecommute". QUARTZ.
  15. ↑ "Burberry turns to Apple for augmented-reality fashion app". The MalayMail Online . September 28, 2017.
  16. ↑ McQuarrie, Laura (August 5, 2013). "The Vuforia App Digitizes American Apparel Stores". Trend Hunter.
  17. ↑ DeMarco, Anthony (October 12, 2011). "De Beers Turns to Augmented Reality to Market its Branded Diamond". Forbes.
  18. ↑ Tracy, Phillip (Oct 11, 2017). "IKEA's AR app is as fascinating as it is flawed". The Daily Dot.
  19. ↑ Rash, Wayne (March 4, 2013). "IBM Launches Augmented Reality Shopping Assistant at CeBIT". eWeek.
  20. ↑ "The Sampler By CONVERSE - Augmented Reality iPhone App". Freshness. December 7, 2010.
  21. ↑ Stein, Scott (July 7, 2017). "Pokemon Go changed the way people look at their phones forever". Cnet.
  22. ↑ Kain, Erik (January 10, 2017). "'Pokémon GO' Banned In China". Forbes.
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