European Project Management Journal, Volume 8, Issue 2, December 2018 DESIGNING AUGMENTED REALITY 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 augmented reality 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 communication, 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 virtual reality (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 software 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 process is called image surroundings. (Global Augmented Reality recognition and uses different methods of (AR) Market Professional Survey Report, computer vision and is most closely related to 2018) In this way AR changes the immediate video monitoring. Many methods of computer perception 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 mixed reality 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 statistics (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 10 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 learning process (Kurubacak, 2017). An design phase,