Summary of AR/VR use cases in 6 industries, what Amazon and Toyota are working on Series: US Tech Report from Silicon Valley | Business + IT

By uavtechnology
29 Aug 22

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Summary of AR/VR use cases in 6 industries, what Amazon and Toyota are working on

Series: US Tech Report from Silicon Valley

　In Japan, "AR" and "VR" may seem like advanced images or something limited to entertainment areas such as Pokémon GO. However, overseas companies such as the United States are already promoting the practical use of services that utilize xR. This paper summarizes xR utilization cases organized by industry and the latest trends.

IT Tech/Intellectual Property Researcher Sechi Yamada

Graduated from Waseda University Faculty of Law. He joined Fujitsu Limited and engaged in intellectual property management and contract work in the field of technology solutions. Responsible for surveying the latest technology trends that change rapidly in relation to patent application trend surveys. Currently assigned to Fujitsu Laboratories of America, Inc., a laboratory of the Fujitsu Group in Silicon Valley, one of the world's leading centers of innovation. We are working every day to capture the seeds of the next global innovation and its birth process and turn it into future opportunities. His strengths are in grasping trends in a wide range of technology trends, from semiconductors to AI, cloud computing, 3D printers, cyber security, and quantum computers, as well as research and analysis from a patent perspective, based on past reporting work. Always focus on "capturing the essence" behind surface trends and messages.

Retail/Fashion AR/VR Cases
Real Estate/Interior AR/VR Cases
Social AR/VR Cases
Manufacturing/Automotive AR/VR Cases
AR Navigation/AR Cloud
There are two big ways to put xR into practical use. What is the trend

　Retail and fashion are one of the areas where xR utilization has attracted attention from early on, and IDC expects commercial VR to reach $4 billion in retail and commercial AR to reach $12.8 billion in 2021. It is predicted that it will become a service market. Amazon has its own R&D base, is actively working on patent applications, and has filed many patent applications related to AR. I will introduce two of them. The first thing I would like to introduce is the "AR Mirror", which is designed for trying on clothes. Recently, Amazon has been enthusiastic about the smart home area, such as Amazon Echo and security cameras, but AR mirrors are also products that enter the home. It works with multiple projectors in which a camera on top of the mirror tracks the user's body and illuminates an image onto a screen behind the mirror. For example, you can change the background to a virtual beach instead of your room, and virtually change clothes to match it. Regarding the AR mirror, the company has applied for multiple patents and has a high affinity with EC such as recommendation and payment. The company has already developed a camera called "Echo Look" that records your fashion with photos and mini videos, and AI advises fashion based on trends, but the AR mirror can be said to be an evolved version of it. right. Another initiative by Amazon is the use of AR for mobile shopping. According to the company's patents, it develops technology that can recognize objects such as human wrists through device cameras such as smartphones and tablets, and make items such as watches appear as if they were actually worn. . It seems that it can be used not only for watches but also for various accessories. In this way, it can be seen that even at Amazon, various behind-the-scenes considerations are underway regarding the company's own use of AR. Walmart, a major retailer, is working on both AR and VR, and is holding open contests to solicit ideas. Regarding AR, we have applied for a patent on a digital assistant for shoppers wearing AR glasses. The digital assistant responds to shoppers' voice and other actions, displaying product details and product recommendations through chatbots and help centers. Companies can acquire information on whether the recommended products lead to purchases and use it for marketing. In addition, in VR, in order to streamline the training of 150,000 employees in 200 locations across the United States, VR is being used to share realistic experiences even in remote locations. The credit card company VISA has long been one of the big companies that has been interested in AR.　VISA Europe partnered with its innovation hub partner Blippar to transform the retail experience. Released a pilot version of an app that recognizes and immediately purchases designer clothes at fashion shows when viewed with an AR camera (smartphone or tablet). We are also working on developing an app that reads information through an AR camera, displays 3D information and product information, and makes it possible to make payments simply by looking at the camera. In addition, China's e-commerce giant Alibaba and US retail giant eBay have started XR shopping with different approaches. While Alibaba allows you to walk around a real store in VR using a controller and your eyes, ebay's approach is an interface where you can jump into the digital world and search for products by category to find what you want. Each payment method can be completed in VR. Related articles

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Various attempts have already been made to utilize AR and VR in the construction and sale of real estate. Building plans, marketing materials, and other information can be overlaid on the 3D model to provide more realistic information than before. This technology will enable architects and interior designers to create more realistic, interactive and satisfying experiences with their customers. Startups such as Augment and matterport provide 3D modeling tools and services that allow the exchange of generated data to be accessed from the cloud. IKEA, which sells assembled furniture from Sweden, used AR to provide catalogs and smartphone apps that allow users to try out IKEA products in their own rooms, and has created a sensation. It is a function that supports the assembly method after purchase with AR. By reading the barcode of the purchased furniture, the product name will be displayed, and when the nearby floor is recognized, instructions will be displayed from there, and an animation of the assembly procedure will be displayed next to it. The user can work while watching the movement from the side. For DIY products in general, such a service is likely to be a differentiator. Snapchat, a photo-sharing SNS, uses AR technology to release "World Lenses". A new SNS experience was provided by making it possible to shoot and post videos with enlarged characters and animation added to the real space. Facebook has followed suit by launching the new function ARCamera, and now AR is becoming one of the new standards for SNS. In addition, Snapchat has also started an experimental project "Spectacles" for AR sunglasses equipped with dual cameras. This video was taken from the user's point of view, and by linking with a smartphone, it was encouraged to post the video on SNS. However, there were many usability problems, such as specification problems and data linking with smartphones failing. It is difficult to say that "Spectacles" itself is AR glasses, but the company has also applied for patents related to the next-generation version of AR glasses, and it is expected that the challenge will continue in the future. According to the IDC survey, the manufacturing industry is the most expected to utilize xR. According to the company's 2021 market forecast, the AR market in the process manufacturing field (food, chemicals, pharmaceuticals, etc.) is $13.1 billion, the VR market is $5 billion, and the AR market in the discrete manufacturing field (automobiles, machinery, electronics, etc.). reportedly worth $13.8 billion.

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