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European Project Management Journal, Volume 8, Issue 2, December 2018

DESIGNING AUGMENTED SERVICES FOR E-BUSINESS: A PROJECT MANAGEMENT PERSPECTIVE

Talib Tahirović, Tamara Naumović, Lazar Živojinović, Zorica Bogdanović, Marijana Despotović-Zrakić Faculty of Organizational Sciences, University of Belgrade, Serbia

Abstract: The subject of this paper is an analysis of the concepts and application of the in e-commerce. The literature in the field suggests a huge potential for improving e- commerce using augmented reality services. The goal of the paper is to provide a new insight into this field through an example of development of an augmented reality service for furniture manufacturing company. The project includes creation of a virtual catalog of products which consists of 3D models of products and their positioning in real space. User interaction with the developed system is performed through mobile devices. The Vuforia and Unity platform were used for the realization of the project. The project was managed using Scrum.

Key words: 3D modeling, augmented reality, e-commerce, technologies.

1. INTRODUCTION visualize themselves using the product and provide a unique way of user engagement. A The past decade has been marked by the rise of simple approach to instant , the interest and participation of users in e- transmission of information, logical analysis commerce. Not only has there been an increase and online connecting has made it possible to of interest, but the industry has also recorded a remotely administer sustainable e-commerce great increase in profit. Likewise, the platforms. Retailers no longer have to development of technology creates new ways minimize all the aspects of their business or of establishing commercial trading systems possess a large initial capital. (Paul, 2004) (Lee, 2009). The goal of this paper is to develop a virtual It is long since technology was just a basis of catalogue based on the technology of AR. It is e-commerce; nowadays it is turning the necessary to analyze the existing solutions, industry into what could be the foundation of alter them according to the requirements of the modern retail business. The actual experience specific industry and to create an application of shopping is one of the areas in which e- that will fulfill the expectations of the end commerce has succeeded more than traditional users. Throughout development of an actual retail businesses. Nothing could measure up to example in the context of furniture industry, the experience of entering a shop and the possibilities of the usage of AR in e- interacting with a product or a service, at least commerce will be demonstrated. until now. The use of (further: VR) and augmented reality (further: AR) 2. LITERATURE OVERVIEW technologies has made it possible for the manufacturers in e-commerce to showcase AR is an interactive experience of the real their products in great detail, which makes world, whereby its elements are “augmented” them comparable to their tangible versions. by computer-generated perceptual The development of technologies which information, sometimes through multiple provides us with this way of making a product senses, such as sight, hearing and touch. AR or more approachable to the end user redefines supplemented reality represents the user’s the shopping experience. Besides marketing, representation of the world broadened by the integration of VR and AR can provide the computer-generated text, images and sound users with the opportunity to immediately (Patrick, 2017). 9 Corresponding author. Email: [email protected] ISSN 2560-4961 (online) © 2018 IPMA Serbia doi: 10.18485/epmj.2018.8.2.2 T. Tahirović, T. Naumović, L. Živojinović, Z. Bogdanović, M. Despotović-Zrakić

Broadened sensory information can be The key measurement unit of the augmented constructive (additional to the natural reality system is the realism and quality of surroundings) or destructive (thereby masking integration of the expansion into the real world. the natural surroundings) and they seamlessly The must extract real world intertwine with the physical world so that it coordinates from the image independent of the becomes the perfect version of the natural camera. This is called image surroundings. (Global Augmented Reality recognition and uses different methods of (AR) Market Professional Survey Report, and is most closely related to 2018) In this way AR changes the immediate video monitoring. Many methods of computer of the actual surroundings, whereas vision related to the augmented reality are VR completely replaces the user’s actual inherited from visual odometric (Ronald, reality with a simulated one. AR is related to Baillot, Behringer, Feiner, Julier, & MacIntyre, two synonyms: a and a computer- 2001). Those methods usually contain two mediated reality (Tucker, Pierera, Shaw, & parts. The first is detection of points of interest Underwood, 2018). or markers of authenticity in photos. The first phase can use features detection, such as AR services have introduced improvements in recognition of corners, edges and image sale and production of furniture. One of the processing. The second phase shows problems in application in this type of coordinate system of the real world based on technology in the furniture industry is data obtained in the first phase. Some methods positioning of virtual objects in the real space, assume that objects on the scene have correct or desired part of the house or business space. geometry. If part of the scene is unknown, (Ma, Gausemeier, Fan, & Grafe, 2009) One of SLAM simultaneous localization and mapping the AR categorizations regarding positioning can be used to get relative positions. Methods of objects would be (Rampolla & Kipper, of structure through motions are being used if 2012): there is no information about geometry of the  augmented reality based on markers, scene. The mathematical methods used in the  augmented reality based on projection second phase include projective epipolar  augmented reality based on parameter geometry, geometric algebra, rotation reading. representation, exponential maps, nonlinear optimization and (Craig, 2013). The primary value of the augmented reality is that it brings the components of the digital AR includes hardware components such as world into real world perception and this is not processors, displays, sensors and input devices. implemented through simple presentation of Modern mobile phones, computer devices such data, but through the integration of immersed as smartphones and tablet computers contain sensations perceived as natural parts of an all elements which usually include the camera, environment. (Craig, 2013) MEMS sensors - accelerometer, GPS and compass, making them suitable for the The first commercial experiences of augmented reality platform (Metz, 2012). augmented reality were used in entertainment and games (Ma, Jain, & Anderson, 2014). AR will soon change the form of trade. The Now, other industries have also been interested main advantage for creating a business in field in AR opportunities, for example in knowledge of AR development is that the hardware is exchange, education, information flow available and its use is intuitive and management and organization of remote understandable. In the next few years, users meetings, application of augmented reality will be able to try out clothes without actually technologies has become up-to-date (Peddie, wearing it or check whether furniture fits into 2017). Further, AR is used to improve the the interior (Peddie, 2017). Moreover, with natural environment or situations and offers the technological evolution, other human sensors enlightened experience. Using advanced AR such as smell, touch, and feel will emerge, technologies (such as adding a computer vision which will enable better usage of this type of and identifying objects), information about the technology. Developing an AR app for real world of users becomes interactive. Android or iOS reveals a new experience for

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European Project Management Journal, Volume 8, Issue 2, December 2018

offline and online shopping. Virtual rooms Labus, 2015). Manufacturers have the help users to choose the right size of clothes or opportunity to find customers in a different furniture for their apartment. Also, this way and display their products in virtual technology can be used for promotional catalogs. Each product is detailed and campaigns, adding augmented reality to displayed and the customer can see the product materials. in real space and in real size. Therefore, it is possible to bring the product closer to the end Augmented reality as technological progress user, which contributes to the previous represents new opportunities for other markets experience in e-commerce (Jung & Dieck, and fields as well, including banking, real 2018). estate, education, health and production. AR can contribute and speed up the production 3. PROJECT MANAGEMENT OF process in a factory. Project managers can DEVELOPMENT OF AR SERVICES monitor real time work progress through AR IN FURNITURE INDUSTRY markers located on equipment. In addition, time can be saved using digital maps and plans Designing an AR service for a furniture (Furht, 2011). This technology brings manufacturing company is a complex task. The unlimited opportunities for teaching and service needs to be integrated with the product process (Kurubacak, 2017). An design phase, because 3D models of the additional reality provides a unique cognitive products are created while designing the actual path with impressive simulations in . products. Modifications of 3D models need to The technology provides a completely realistic be done in order to integrate these models into psychological and physical experience and an AR application and fit it into the AR space helps in obtaining an authentic virtual (Mullen, 2011). experience that can be realized in real life (Ariso, 2017). Project development and management is based on agile methodologies (Bogojević, 2017). Augmented reality affects all aspects of Project management is done using Scrum business and the biggest progress has been methods. The iteration cycles in Scrum lasted made in e-commerce (Radenković, for 30 days, fixed (Figure 1). Despotović-Zrakić, Bogdanović, Barać, &

Figure 1: Scrum iteration cycles

Every iteration consists of the following:  Create a virtual catalog of 1. Requirement analysis products that will allow us to It is necessary to: display a particular product in  Collect and analyze user real space. requirements which will make the foundation for the system and design of the services.

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T. Tahirović, T. Naumović, L. Živojinović, Z. Bogdanović, M. Despotović-Zrakić

 Adapt the already developed launching the necessary AR tools. furniture models to the needs Creating a 3D model of furniture is of the services. done using the Autodesk 3ds Max  Enter basic information for program. Each model needs to be each model: availability, processed in detail so it represents an available colors and identical picture of a real piece of dimensions. furniture. Designing involves creating  Enable the display of the a in Cloud where 3D models products in the space, product and a detailed description of the model change and ordering process. are stored. is done through Unity engine and 2. Design Vuforia SDK software (Morales, The design process begins with the 2015). The system architecture is adaptation of the environment and shown in Figure 2.

Figure 2: System architecture

The analyzes space using its recognizes a place in real space for the camera, detects the position of the user, and placement of virtual object is determined in the determines the distance of the object in relation design process. Virtual object generation to the starting point. The way software process is shown in Figure 3.

Figure 3: Virtual object generation process flow

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European Project Management Journal, Volume 8, Issue 2, December 2018

It takes 5 to 7 days to create one model. The hours. Scrum Product Backlog is shown in entire project completion requires 500 to 700 Figure 4.

Figure 4: Product backlog

3. Prototype development At this stage, a prototype application with basic functionality is created:  display of the desired product in real space  modification or removal of the product  availability check  the ordering process

4. Testing Application testing involves running the application and allowing the app to use the camera of the device. Integrating wait period during which the application determines the position of the user based on the image analysis and defines the space for entering the Figure 5: Main menu 3D model. In the testing stage, it is important to monitor the position of Identification labels are assigned to real the model and its positioning in the objects, based on previously analyzed system space. It is necessary to change the architecture. product and change the position in relation to the model. There are several labeling techniques and the selection of technique depends on the 4. DEVELOPMENT OF AR SERVICES properties of the real objects. Ideally, labels IN THE FURNITURE INDUSTRY can be based on the natural characteristics of the real objects, usually visual, which makes The goal of the application is for the user and the system simpler and cheaper. the application to clearly identify the object to which the multimedia content will be added. In The AR technology develops in two directions, this case, the selected element from the virtual depends on whether markers are used to initiate catalog of furniture will be added. The main the search and display digital content: menu opens on the initial screen when the  augmented reality based on markers application starts.  augmented reality based on parameter reading

Augmented reality based on markers works by marker recognition using the reading device and igniting the process of transferring digital

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T. Tahirović, T. Naumović, L. Živojinović, Z. Bogdanović, M. Despotović-Zrakić

content from the database associated with the  base station mobile telephony label given label. can associate this data with real object thanks to the unique address and The developed application is based on reading identification (Cell-ID) of each base the parameters received in many ways. AR station, application based on parameter reading  Wi-Fi router label - uses the signal and collects data through various devices (GPS, unique MAC (Media Access Control) sensors, compass) used for positioning the address of a router, user. In accordance with the determined  Bluetooth device label - available for position, the selection and presentation of using via mobile device. additional content is performed. Labels that are used to mark real objects in the augmented The application for mobile device retrieves an reality can be represented in the following identification label in order to systematically categories: process the request. In our case, it is furniture.  label based on a location Identification data can be: type of furniture,  relative label - relative to the space or product dimensions and product prices. positions of other objects nearby  descriptive label AR implies that the process of identifying  label based on a picture of the real objects consists of the set of information object related to the identification labels found in the database. The application overlaps pre-defined The label based on a location indicates the information labels that are in the database with position and geographical orientation of the the information about identification labels object in relation to the given coordinates: obtained from the reading. Our database  GPS label for geographical contains 3D model of products and coordinates - geographic length, accompanying product information. An width, altitude example of a 3D model is shown in Figure 5.  compass label - geographical orientation for identification of the real object in a specific location,

Figure 6: 3D model of product

Afterwards, the application uses the matching the selected model incorporated with the real result to find the relevant contents that is object. attached to the identified real object, and then extends the viewing scene by superpositioning The mathematical methods used in the second through the relevant medium. When the phase (Design) include: application completes the identification of the  projective epipolar geometry real object and retrieves the relevant contents,  geometric algebra it uses different techniques in order to display  rotation representation  exponential maps

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European Project Management Journal, Volume 8, Issue 2, December 2018

 nonlinear optimization will be updated with the remaining models and  statistics. positioning in the real space will be improved. Finally, AR catalog will be finalized with the For faster development of an application, there feature of online shopping. are various tools and SDKs, and the most useful ones are: AR as technology will surely be more and more  Vuforia - one of the most useful available and used in different fields and its software tools for developing the application will facilitate and complement the augmented reality for mobile devices various business processes and everyday life. (Android, Windows phone, iOS). This The issues to be considered are whether it will SDK was called QCAR continue to evolve equally or will it replace the  Wikitude - the first SDK that provides virtual reality. Augmented reality is one of the JavaScript API that works with AR technologies that can be used in achieving  Argon - AR browser, based on business advantage and is the type of HTML/JavaScript/CSS. Any web technology that will improve business and content with properly formatted contribute to user satisfaction with products metadata can be converted to an AR and services. content  ARToolKit - C multiplatform - REFERENCES successfully ported for platforms such as Android, Flash or Silverlight Ariso, J. M. (2017). Augmented Reality: Reflections on Its Contribution to In this case, the Vuforia software tool was used Knowledge Formation. Berlin, Germany: for identifying and positioning, as well as the De Gruyter. C# for adding Bogojević, P. (2017). Comparative Analysis of functionality. Agile Methods for Managing Software Projects, European Project Management 5. CONCLUSION Journal, 7(1), pp. 58-74. Craig, A. (2013). Understanding Augmented AR and its application in the e-commerce is Reality. Waltham, Massachusetts: one of the current world trends. The goal of this Elsevier Inc. paper is to indicate the possibility of improving Furht, B. (2011). Handbook of Augmented efficiency and effectiveness of business by Reality. New York: Springer. introducing the AR concept as a modern technology in e-commerce. In order to achieve (2018). Global Augmented Reality (AR) the targeted goal, the field of e-commerce of Market Professional Survey Report. the furniture manufacturing has been studied, Dallas: Orbis Research. analyzing the main advantages and Jung, T., & Dieck, M. (2018). Augmented disadvantages (Ronald, et al., 2001). An Reality and Virtual Reality: Empowering endeavor was made to present the importance Human, Place and Business. Manchester: of the mentioned technologies and their Springer International Publishing. applications in business improvement and Kurubacak, G. A. (2017). Mobile Technologies general performance of the company. and Augmented Reality in Open Education. Hershey, Pennsylvania: IGI The goal of this paper was to develop a virtual Global. catalog of products based on technologies of Lee, I. (2009). Electronic Business: Concepts, augmented reality. The possibilities of Methodologies, Tools, and Applications. applying AR technology in the e-commerce of Hershey: IGI Global. the company were pointed out through the Ma, D., Gausemeier, J., Fan, X., & Grafe, M. realization of a practical example. So far, an (2009). Virtual Reality & Augmented initial version of the virtual catalog for iOS Reality in Industry. Shanghai: Shanghai devices has been developed with several Jiao Tong University Press. models of padded furniture. In the near future, the will be upgraded, the catalog

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