Investing in augmented reality by Amazon and other smaller online retail companies demonstrates the potential and feasibility of AR in the field of e-commerce.
The two new patents Amazon has applied for demonstrate the ambitions of this home appliance giant for emerging augmented reality technology and how this will disrupt online shopping.
These two patents, called "Augmented Reality Presentation" and "Forming a Representation of an Item with Light", basically consist of sensors, projectors, and cameras that allow users to try clothing without leaving their homes. Jewelry and other goods.
The world-famous mobile game “Pokemon Go†lets the world know about augmented reality. This technology seems to be a trend in the future. Unlike virtual reality, users don't need to wear clunky heads. In augmented reality, virtual images and graphics will be superimposed on the existing world instead of virtual reality. More precisely, computer-generated elements will enhance the physical environment around the user.
Amazon is just another important investment in this emerging technology. In the first quarter of 2016, AR and VR invested more than US$1.2 billion, 25 times more than in 2014. Market research firm IDC pointed out in the report that augmented reality and virtual reality revenues will soar from 14 billion U.S. dollars in 2017 to 143 billion U.S. dollars in 2020. Taking into account the above factors, many experts and investors regard augmented reality and virtual reality as two frontiers that the technology world needs to conquer in the future.
Although giants such as Apple and Google have long invested in augmented reality, Amazon's arrival will have a huge impact on e-commerce and will definitely redefine our online shopping methods. By then, e-commerce will allow consumers to try first, and then buy orders.
Amazon's solution is basically a mobile dressing room. No matter where you are, you will be able to try various products through their patented technology. The working principle of this technology is to map data points to the user's body through three-dimensional sensors, and then create corresponding product images. For example, Amazon stated on the patent description that if the consumer wants that to try a watch, this technology can identify the user's arm, submit the corresponding relationship to the smartphone, and then display the image of the item being worn on the user's wrist in real time. If this is not enough, the system will also render light and shadow to make the image more realistic.
The author of the patent wrote: "The objects include jewelry, eyeglasses, watches and furniture, etc. Users who wish to purchase these physical objects may find that the more realistic physical objects presented on the device will enhance the overall shopping experience."
In addition to the aforementioned patents, Amazon also applied for a different AR patent in 2015, entitled "Reflector-based Depth Mapping of a Scene." The patent illustrates a complex augmented reality system where users can set up nodes in the room to project images into the environment. For example, the consumer can then see the furniture in a particular position in the living room or the desk lamp on a particular dresser. Another Amazon patent published in the same period allows consumers to control objects and avatars through gestures and actions, just like Microsoft Kinect. In addition, Amazon also released a "smart glasses" patent that allows users to project objects in the environment.
The patent shows: "Projection content includes e-books, books, pictures, interactive menus, or other types of virtual content. For example, a user located in an environment may ask the system to project an e-book at a specific location. In response, the system will The e-book is projected onto the projection surface in the environment."
The reasons for explaining the specific application in detail are obvious: E-commerce companies need to spend millions of dollars each year on returns because consumers are not satisfied with the shape, size, and style of the actual product. This is a huge expense for online retailers, and augmented reality can be a potential solution.
Amazon is not the first or only brand to try to solve the return problem through augmented reality. Cosmetics retailer Sephora is using augmented reality technology from ModiFace, where consumers can upload a selfie and then display the real-time effects of a particular makeup. Eyewear retailer Warby Parker is also using similar technology to allow consumers to “try it out†when ordering.
In fact, Amazon is not even the first brand that wants to create a shopping experience that allows consumers to try any product anytime, anywhere. Metail, an online retailer based in the United Kingdom, allows consumers to render their own 3D models and then use them to try out different outfits. After using this technology, Metail conducted a survey and found that the sales rate increased by 8.4%, the shopping volume increased by 22%, and the product return rate decreased by 5.1%. The US public relations firm Walker Sands conducted a survey of more than 1,400 consumers. The results show that 35% of respondents are willing to shop more online if they can interact with the product through virtual reality or augmented reality.
In June, Apple and IKEA developed an augmented reality application through Apple's ARKit, allowing users to browse and visualize a variety of furniture products without leaving home, eliminating the need to judge products based on imagination and guesswork. Is it suitable for your living room?
The biggest wave of augmented reality is likely to be the upcoming iPhone 8. There have been rumors that this latest Apple will fully integrate AR functionality. According to the report, the iPhone 8 camera equipped with AR technology will be able to scan rooms in 3D and seamlessly understand depth, volume and objects. In addition, Apple demonstrated its technology through the iPad at the WWDC conference, showing a digital coffee cup on the desktop with extreme fidelity. This demonstration based on ARKit development shows that Apple is committed to bringing augmented reality to millions of households and gives developers and e-commerce companies the ability to easily deploy augmented reality technology.
The first one to bring true influence to AR is Magic Leap. The startup company, which was still obscure at the time, uploaded a video in 2015 that showed us the future of augmented reality technology. The video titled “Just another day in the office at Magic Leap†spreads quickly like a virus, causing great repercussions and allowing the world to see AR’s future applications in games and production. Although no products have yet been introduced, Magic Leap is the most successful AR company currently financing, and they have so far received a $1.4 billion investment. Investors include Google and Alibaba.
As of today, Apple, Google, Amazon, Intel, Disney, and other giants have invested a lot of money in augmented reality and are continuously acquiring smaller AR companies. Facebook alone spent an astonishing $2.16 billion in 11 AR and VR corporate mergers and acquisitions.
It is believed that not only the giants will enhance the reality of the future. According to ISACA's consumer survey report, 69% of respondents believe that augmented reality can help them learn knowledge, 62% said that AR can help them in shopping, and 63% indicate that AR can be used for product demonstration, and 64% People believe that AR can improve work efficiency.
Consumers and business organizations have shown interest in AR, and people are no longer limited to the application of this technology is limited to the game. The future is bright and the scenes described by science fiction will quickly become a reality.
Although the Amazon patent proves the ability and potential of augmented reality, it is only a patent and does not necessarily mean that it will become the final product. However, Amazon and other smaller online retail companies' investment in augmented reality demonstrates the potential and feasibility of AR in the field of e-commerce.
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