App augments the reality of shopping

LN Revathy Coimbatore | Updated on October 24, 2014


When Rajkamal Thangavel and Jeelani Subahan pulled out their iPad to capture the image of a piece of jewellery from a book lying close at hand, we didn’t realise that, within the next couple of minutes, we would have a wealth of details about the product. This included gold content, number of gems studded in the piece, price break-up, and where it was available so one could take a look, and even try on the ornament.

Holistic Media

Jeelani, co-Founder and Director of Augmente Tech Studio, then moved on to take a shot of a rock from a travel magazine.

Once again, we were able to zero in on the location, how to reach the spot, the other beautiful locations in and around the region, accommodation, and so on.

The duo, who are co-founders of the US-headquartered company, were demonstrating the power of augmented reality, sitting in the Business Line office in Coimbatore.

It also made us realise how image recognition can trigger augmented reality (AR) which, Wikipedia explains, “is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data”.

Augmente’s product — “Holistic Media” — is a new AR tool that seamlessly animates any object or picture that is scanned, going beyond previous AR techniques, said Rajkamal, Chief Executive of Augmente.

The company is now looking to introduce Holistic Media in the Indian market.

A development team at Chennai is at present working on newer applications of this AR technique.

The co-founders of the company have identified the jewellery and clothing segments as potential users of its AR tool.

Value-add catalogues

“Many retailers send out colourful catalogues to their customers during festive seasons. But when one steps into the store, he/she may not find the same dress as in the catalogue. They finally decide to pick anything that they find appealing at the store. Our tool will help the customer find the catalogued item — branch-wise. This will enable the buyer to visit the store without wasting much time,” Rajkamal explained.

Published on October 24, 2014

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