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Apple’s RealityKit 2 allows developers to create 3D models for AR using iPhone photos

At its Worldwide Developers Conference, Apple announced a significant update to RealityKit, its suite of technologies that allow developers to get started building AR (augmented reality) experiences. With the launch of RealityKit 2, Apple says developers will have more visual, audio and animation control when working on their AR experiences. But the most notable part of the update is how Apple’s new Object Capture API will allow developers to create 3D models in minutes using only an iPhone.

Apple noted during its developer address that one of the most difficult parts of making great AR apps was the process of creating 3D models. These could take hours and thousands of dollars.

With Apple’s new tools, developers will be able take a series of pictures using just an iPhone (or iPad, DSLR or even a drone, if they prefer) to capture 2D images of an object from all angles, including the bottom.

Then, using the Object Capture API on macOS Monterey, it only takes a few lines of code to generate the 3D model, Apple explained.

Image Credits: Apple

To begin, developers would start a new photogrammetry session in RealityKit that points to the folder where they’ve captured the images. Then, they would call the process function to generate the 3D model at the desired level of detail. Object Capture allows developers to generate the USDZ files optimized for AR Quick Look — the system that lets developers add virtual, 3D objects in apps or websites on iPhone and iPad. The 3D models can also be added to AR scenes in Reality Composer in Xcode.

Apple said developers like Wayfair, Etsy and others are using Object Capture to create 3D models of real-world objects — an indication that online shopping is about to get a big AR upgrade.

Wayfair, for example, is using Object Capture to develop tools for their manufacturers so they can create a virtual representation of their merchandise. This will allow Wayfair customers to be able to preview more products in AR than they could today.

Image Credits: Apple (screenshot of Wayfair tool))

In addition, Apple noted developers including Maxon and Unity are using Object Capture for creating 3D content within 3D content creation apps, such as Cinema 4D and Unity MARS.

Other updates in RealityKit 2 include custom shaders that give developers more control over the rendering pipeline to fine tune the look and feel of AR objects; dynamic loading for assets; the ability to build your own Entity Component System to organize the assets in your AR scene; and the ability to create player-controlled characters so users can jump, scale and explore AR worlds in RealityKit-based games.

One developer, Mikko Haapoja of Shopify, has been trying out the new technology (see below) and shared some real-world tests where he shot objects using an iPhone 12 Max via Twitter.

Developers who want to test it for themselves can leverage Apple’s sample app and install Monterey on their Mac to try it out. They can use the Qlone camera app or any other image capturing application they want to download from the App Store to take the photos they need for Object Capture, Apple says. In the fall, the Qlone Mac companion app will leverage the Object Capture API as well.

Apple says there are over 14,000 ARKit apps on the App Store today, which have been built by over 9,000 different developers. With the more than 1 billion AR-enabled iPhones and iPads being used globally, it notes that Apple offers the world’s largest AR platform.

read more about Apple's WWDC 2021 on TechCrunch

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Fraud prevention platform Sift raises $50M at over $1B valuation, eyes acquisitions

With the increase of digital transacting over the past year, cybercriminals have been having a field day.

In 2020, complaints of suspected internet crime surged by 61%, to 791,790, according to the FBI’s 2020 Internet Crime Report. Those crimes — ranging from personal and corporate data breaches to credit card fraud, phishing and identity theft — cost victims more than $4.2 billion.

For companies like Sift — which aims to predict and prevent fraud online even more quickly than cybercriminals adopt new tactics — that increase in crime also led to an increase in business.

Last year, the San Francisco-based company assessed risk on more than $250 billion in transactions, double from what it did in 2019. The company has over several hundred customers, including Twitter, Airbnb, Twilio, DoorDash, Wayfair and McDonald’s, as well a global data network of 70 billion events per month.

To meet the surge in demand, Sift said today it has raised $50 million in a funding round that values the company at over $1 billion. Insight Partners led the financing, which included participation from Union Square Ventures and Stripes.

While the company would not reveal hard revenue figures, President and CEO Marc Olesen said that business has tripled since he joined the company in June 2018. Sift was founded out of Y Combinator in 2011, and has raised a total of $157 million over its lifetime.

The company’s “Digital Trust & Safety” platform aims to help merchants not only fight all types of internet fraud and abuse, but to also “reduce friction” for legitimate customers. There’s a fine line apparently between looking out for a merchant and upsetting a customer who is legitimately trying to conduct a transaction.

Sift uses machine learning and artificial intelligence to automatically surmise whether an attempted transaction or interaction with a business online is authentic or potentially problematic.

Image Credits: Sift

One of the things the company has discovered is that fraudsters are often not working alone.

“Fraud vectors are no longer siloed. They are highly innovative and often working in concert,” Olesen said. “We’ve uncovered a number of fraud rings.”

Olesen shared a couple of examples of how the company thwarted fraud incidents last year. One recently involved money laundering through donation sites where fraudsters tested stolen debit and credit cards through fake donation sites at guest checkout.

“By making small donations to themselves, they laundered that money and at the same tested the validity of the stolen cards so they could use it on another site with significantly higher purchases,” he said. 

In another case, the company uncovered fraudsters using Telegram, a social media site, to make services available, such as food delivery, with stolen credentials.

The data that Sift has accumulated since its inception helps the company “act as the central nervous system for fraud teams.” Sift says that its models become more intelligent with every customer that it integrates.

Insight Partners Managing Director Jeff Lieberman, who is a Sift board member, said his firm initially invested in Sift in 2016 because even at that time, it was clear that online fraud was “rapidly growing.” It was growing not just in dollar amounts, he said, but in the number of methods cybercriminals used to steal from consumers and businesses.

Sift has a novel approach to fighting fraud that combines massive data sets with machine learning, and it has a track record of proving its value for hundreds of online businesses,” he wrote via email.

When Olesen and the Sift team started the recent process of fundraising, Insight actually approached them before they started talking to outside investors “because both the product and business fundamentals are so strong, and the growth opportunity is massive,” Lieberman added.

“With more businesses heavily investing in online channels, nearly every one of them needs a solution that can intelligently weed out fraud while ensuring a seamless experience for the 99% of transactions or actions that are legitimate,” he wrote. 

The company plans to use its new capital primarily to expand its product portfolio and to scale its product, engineering and sales teams.

Sift also recently tapped Eu-Gene Sung — who has worked in financial leadership roles at Integral Ad Science, BSE Global and McCann — to serve as its CFO.

As to whether or not that meant an IPO is in Sift’s future, Olesen said that Sung’s experience of taking companies through a growth phase such as what Sift is experiencing would be valuable. The company is also for the first time looking to potentially do some M&A.

“When we think about expanding our portfolio, it’s really a buy/build partner approach,” Olesen said.

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With $8 million to consolidate Amazon’s top marketplace sellers, Perch makes its first deals

After raising $8 million in November to roll up top Amazon marketplace companies, the new Boston-based startup Perch has begun putting that money to work in its first few deals.

The brainchild of Chris Bell, formerly Wayfair’s head of logistics and a Bain & Co. principal, Perch is well-positioned to serve as unifier of a bevy of disparate products in one nest.

The company’s recent acquisitions include brands selling a sand anchor for beach umbrellas (Beachr), a waterproof apron for cooking, a hip sciatica brace (Bodymate) and other similar products that wouldn’t be out of place in a late-night infomercial or on the Home Shopping Network.

“We believe that the future of product R&D is entrepreneurs that are closest to the problems,” says Bell in an interview. “We look for products that are top three in their niche… [Their founders] want some liquidity and we can bring that onto our platform and add price optimization, ad-spend optimization and cross-geography marketing.”

In a way, Perch is tapping into a similar urge to give America’s huge population of tinkerers and inventors better access to market and a chance to monetize their ideas à la Quirky, the failed attempt by GE to turn gadget ideas into new product lines for GE. 

By contrast, Perch waits for the businesses to gain traction, then offers to buy the products from their owners and give them up to two years of participation in any upside that the product generates at certain milestones that Perch sets for the participating entrepreneurs.

“Three years ago I would not have started this business,” says Bell. “Amazon has made this a much more defensible place.” 

The Amazon marketplace remains somewhat of the Wild West, where intellectual property rights are often ignored and successful products are copied at lightning speed by vendors with access to the same commoditized supply chains. It’s really marketing muscle and an ability to get better margins through scale that creates winners, it seems, and Perch is using its technical know-how to get to the top. 

Acquisitions can range from $750,000 to $2 million upfront with the upside on the back end still to come, according to Bell. Financing this operation is a $4.5 million equity round and $3.5 million in debt financing by some of the nation’s leading venture firms. Perch won’t buy any company that’s doing less than $250,000 in revenue.

Spark Capital led the deal for Perch, with general partner Alex Finkelstein taking a seat on the company’s board of directors. Tectonic Ventures also participated. Finkelstein, who led Spark’s investment in Wayfair, was introduced to Bell through Wayfair’s chief operating officer. He immediately saw the potential in Perch’s pitch.

“If you look at it from a macro standpoint. Amazon is growing very quickly and the third-party marketplace is growing very quickly. Within the next year we’re going to have a large portfolio and it’ll do well in any environment,” Finkelstein said. 

Amazon’s third-party sellers are a $200 billion market and the largest single vendor is a $500 million seller, Bell noted, and that is an opportunity that a well-capitalized company can exploit.

“We’re going to be managing hundreds of micro-brands and the only way to do that is through a technology platform,” Bell said. “They’re generally niche products that are not big enough that Amazon Basics would come into that category. We’re competing in smaller categories, but even some of these niche categories are tens of millions to hundreds of millions in revenue.”

While Perch has seen some impacts from the economic shutdown caused by the government response to the COVID-19 epidemic, the company expects the shift in consumer behavior to be the wind beneath its wings, rather than against its branches.

“Medium-term it’s pushing more people to buy online,” says Bell. And Perch isn’t slowing its pace of acquisitions. “We made two acquisitions in March and we’re likely going to close another two in the next two weeks.”

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Inside the history of Silicon Valley labor, with Louis Hyman

As I wrote for TechCrunch recently, immigration is not an issue always associated with tech — not even when thinking about the ethics of technology, as I do here.

So when I was moved to tears a few weeks ago, on seeing footage of groups of 18 Jewish protestors link arms to block the entrances to ICE detention facilities, bearing banners reading “Never Again” in reference to the Holocaust — these mostly young women risking their physical freedom and safety to try to help the children this country’s immigration service is placing in concentration camps today, one of my first thoughts was: I can’t cover that for my TechCrunch column. It’s about ethics of course, but not about tech.

It turns out that wasn’t correct. Immigration is a tech issue. In fact, companies such as Wayfair (furniture), Amazon (web services), and Palantir (the software used to track undocumented immigrants) have borne heavy criticism for their support of and partnership with ICE’s efforts under the current administration.

And as I discussed earlier this month with Jaclyn Friedman, a leading sex ethics expert and one of the ICE protestors arrested in a major demonstration in Boston, social media technology has been instrumental in building and amplifying those protests.

But there’s more. IBM, for example, has an unfortunate and dark history of support for Nazi extermination efforts, and many recent commentators have drawn parallels between what IBM did during the Holocaust and what companies like Palantir are beginning to do now.

Dozens of protestors huddle in the rain outside Palantir HQ.

I say “companies,” plural, with intention: immigrant advocacy organization Mijente recently released news that Anduril, the company founded by Palmer Luckey and composed of Palantir veterans, now has a $13.5 million contract with the Marine corps for their autonomous surveillance “Lattice” towers at four different USMC bases, including one border base. Documents procured via the Freedom of Information Act show the Marines mention “the intrusion dilemma” in their justification for choosing Anduril.

So now it seems the kinds of surveillance tech we know are badly biased at best — facial recognition? Panopticon-style observation? Algorithms of various other kinds — will be put to work by the most powerful fighting force ever designed, for expanded intervention into our immigration system.

Will the Silicon Valley elite say “no”? To what extent will new protests emerge, where the sorts of people likely to be reading this writing might draw a line and make work more difficult for their peers at places like Anduril?

Maybe the problem, however, is that most of us think of immigration ethics as an issue that might touch on a small handful of particularly libertarian-leaning tech companies, but surely it doesn’t go beyond that, right? Can’t the average techie in San Francisco or elsewhere safely and accurately say these problems don’t actually implicate them?

Turns out that’s not right either.

Which is why I had to speak this week with Cornell University historian Louis Hyman. Hyman is a Professor at Cornell’s School of Industrial and Labor Relations, and Director of the ILR’s Institute for Workplace Studies, in New York. In our conversation, Hyman and I dig into Silicon Valley’s history with labor rights, startup work structures and the role of immigration in the US tech ecosystem. Beyond that,  I’ll let him introduce himself and his extraordinary work, below.

image1 4

Louis Hyman. (Image by Jesse Winter)

Greg Epstein: I discovered your work via a piece you wrote in the Washington Post, which drew from your 2018 book, Temp: How American Work, American Business, and the American Dream Became Temporary. In it, you wrote, “Undocumented workers have been foundational to the rise of our most vaunted hub of innovative capitalism: Silicon Valley.”

And in the book itself, you write at one point, “To understand the electronics industry is simple: every time someone says “robot,” simply picture a woman of color. Instead of self-aware robots, workers—all women, mostly immigrants, sometimes undocumented—hunched over tables with magnifying glasses assembling parts, sometimes on a factory line and sometimes on a kitchen table. Though it paid a lot of lip service to automation, Silicon Valley truly relied upon a transient workforce of workers outside of traditional labor relations.”

Can you just give us a brief introduction to the historical context behind these kinds of comments?

Louis Hyman: Sure. One of the key questions all of us ask is why is there only one Silicon Valley. There are different answers for that.

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With $300M in new funding, Devoted Health launches its Medicare Advantage plan in Florida

Devoted Health, a Waltham, Mass.-based insurance startup, has raised a $300 million Series B and is enrolling to its Medicare Advantage plan members in eight Florida counties.

The company, which helps Medicare beneficiaries access care through its network of physicians and tech-enabled healthcare platform, has raised the funds from lead investor Andreessen Horowitz, Premji Invest and Uprising.

The company declined to disclose its valuation.

Devoted’s founders are brothers Todd and Ed Park — the company’s executive chairman and chief executive officer, respectively. Todd co-founded a pair of now publicly traded companies, Athenahealth, a provider of electronic health record systems, and health benefits platform Castlight Health. He also served as the U.S. chief technology officer during the Obama administration. Ed, for his part, was the chief operating officer of Athenahealth until 2016 and a member of Castlight’s board of directors for several years.

Venrock partners Bryan Roberts — Devoted’s founding investor — and Bob Kocher — its chief medical officer — are also part of the company’s founding team.

The Park brothers have tapped Jeremy Delinsky, the former CTO at Wayfair and Athenahealth, as COO; DJ Patil, a former data scientist at the White House, as its head of technology; and Adam Thackery, the former CFO of Universal American, as its chief financial officer.

Its board includes former Health and Human Services Secretary Kathleen Sebelius and former Senate Majority Leader Bill Frist. As part of the latest round, a16z’s Vijay Pande will join its board, too.

The company says it’s committed to treating its customers as if they were members of its employees’ own families. For Patil, the startup’s head of tech, that’s made the entire process of building Devoted a very emotional one.

“I’ve cried a lot at this company,” Patil told TechCrunch. “You meet these seniors and they’ve done everything right. They’ve worked so incredibly hard their entire lives. They’ve given it their all for the American dream. They’ve paid into this model of healthcare and they deserve better.”

Devoted, which previously raised $69 million across two financing rounds in 2017 from Oak HC/FT, Venrock, F-Prime Capital Partners, Maverick Ventures and Obvious Ventures, has begun enrolling to its Medicare Advantage plan seniors located in Broward, Hillsborough, Miami-Dade, Osceola, Palm Beach, Pinellas, Polk and Seminole counties. It will begin providing care January 1, 2019.

Its long-term goal is to offer insurance plans to seniors nationwide.

“We are responsible for these people’s healthcare, so we need to get it right,” Patil said.

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Boston-area startups are on pace to overtake NYC venture totals

Boston has regained its longstanding place as the second-largest U.S. startup funding hub.

After years of trailing New York City in total annual venture investment, Massachusetts is taking the lead in 2018. Venture investment in the Boston metro area hit $5.2 billion so far this year, on track to be the highest annual total in years.

The Massachusetts numbers year-to-date are about 15 percent higher than the New York City total. That puts Boston’s biotech-heavy venture haul apparently second only to Silicon Valley among domestic locales thus far this year. And for New England VCs, the latest numbers also confirm already well-ingrained opinions about the superior talents of local entrepreneurs.

“Boston often gets dismissed as a has-been startup city. But the successes are often overlooked and don’t get the same attention as less successful, but more hypey companies in San Francisco,” Blake Bartlett, a partner at Boston-based venture firm OpenView, told Crunchbase News. He points to local success stories like online prescription service PillPack, which Amazon just snapped up for $1 billion, and online auto marketplace CarGurus, which went public in October and is now valued around $4.7 billion.

Meanwhile, fresh capital is piling up in the coffers of local startups with all the intensity of a New England snowstorm. In the chart below, we look at funding totals since 2012, along with reported round counts.

In the interest of rivalry, we are also showing how the Massachusetts startup ecosystem compares to New York over the past five years.

Who’s getting funded?

So what’s the reason for Boston’s 2018 successes? It’s impossible to pinpoint a single cause. The New England city’s startup scene is broad and has deep pockets of expertise in biotech, enterprise software, AI, consumer apps and other areas.

Still, we’d be remiss not to give biotech the lion’s share of the credit. So far this year, biotech and healthcare have led the New England dealmaking surge, accounting for the majority of invested capital. Once again, local investors are not surprised.

“Boston has been the center of the biotech universe forever,” said Dylan Morris, a partner at Boston and Silicon Valley-based VC firm CRV. That makes the city well-poised to be a leading hub in the sector’s latest funding and exit boom, which is capitalizing on a long-term shift toward more computational approaches to diagnosing and curing disease.

Moreover, it goes without saying that the home city of MIT has a particularly strong reputation for so-called deep tech — using really complicated technology to solve really hard problems. That’s reflected in the big funding rounds.

For instance, the largest Boston-based funding recipient of 2018, Moderna Therapeutics, is a developer of mRNA-based drugs that raised $625 million across two late-stage rounds. Besides Moderna, other big rounds for companies with a deep tech bent went to TCR2, which is focused on engineering T cells for cancer therapy, and Starry (based in both Boston and New York), which is deploying the world’s first millimeter wave band active phased array technology for consumer broadband.

Other sectors saw some jumbo-sized rounds too, including enterprise software, 3D printing and even apparel.

Boston also benefits from the rise of supergiant funding rounds. A plethora of rounds raised at $100 million or more fueled the city’s rise in the venture funding rankings. So far this year, at least 15 Massachusetts companies have raised rounds of that magnitude or more, compared to 12 in all of 2017.

Exits are happening, too

Boston companies are going public and getting acquired at a brisk pace too this year, and often for big sums.

At least seven metro-area startups have sold for $100 million or more in disclosed-price acquisitions this year, according to Crunchbase data. In the lead is online prescription drug service PillPack . The second-biggest deal was Kensho, a provider of analytics for big financial institutions that sold to S&P Global for $550 million.

IPOs are huge, too. A total of 17 Boston-area venture-backed companies have gone public so far this year, of which 15 are life science startups. The largest offering was for Rubius Therapeutics, a developer of red cell therapeutics, followed by cybersecurity provider Carbon Black.

Meanwhile, many local companies that went public in the past few years have since seen their values skyrocket. Bartlett points to examples including online retailer Wayfair (market cap of $10 billion), marketing platform HubSpot (market cap $4.8 billion) and enterprise software provider Demandware (sold to Salesforce for $2.8 billion).

New England heats up

Recollections of a frigid April sojourn in Massachusetts are too fresh for me to comfortably utter the phrase “Boston is hot.” However, speaking purely about startup funding, and putting weather aside, the Boston scene does appear to be seeing some real escalation in temperature.

Of course, it’s not just Boston. Supergiant venture funds are surging all over the place this year. Morris is even bullish on the arch-rival a few hours south: “New York and Boston love to hate each other. But New York’s doing some amazing things too,” he said, pointing to efforts to invigorate the biotech startup ecosystem.

Still, so far, it seems safe to say 2018 is shaping up as Boston’s year for startups.

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Furniture startups skip the showroom and go straight to your door

Holden Page
Contributor

Holden Page is an editor and journalist at Crunchbase News.

Startups making delivery and transport easier than ever are a hit with venture capitalists, so it’s not a surprise that young tech companies delivering home staples — living room sets, dining room tables, couches and more — are raising big dollars.

From 2010 through 2017, venture investors have outfitted U.S.-based furniture startups with a little over $1.1 billion in funding across 96 known rounds. But that funding has not been spread equally over time, as the following chart shows:

Total dollars funneled into U.S.-based furniture startups, according to Crunchbase, hit an all-time high of $432.7 million across 12 rounds in 2011. Wayfair, an e-commerce site dedicated to selling furniture, raised a significant $165 million Series A that year, accounting for more than a third of the total deal volume.

But while funding hasn’t surpassed 2011 levels, from that year through 2015, round counts steadily climbed. During this period, investments into seed and early-stage startups made up more than 70 percent of known deals.

Whether or not this cohort of seed and early-stage startups will act as fodder for late-stage investors is not yet clear. Before that happens, Stephen Kuhl thinks that there’s more work to be done.

Kuhl, the CEO of Burrow, a company that sells furniture over the internet, told Crunchbase News that “selling traditional furniture made in China or Mexico isn’t innovative, and as such we wouldn’t expect to see a lot of venture funding.” But that doesn’t mean that venture interest in the sector is doomed. Kuhl added that “a new company has to offer a unique product, experience and brand that is altogether [10 times] better than traditional offerings. Expect the money to follow the new brands that truly shake up the status quo.”

That may bear out. The funding data we examined tells one particular story: venture money has shown a preference for delivery and a consumer that doesn’t easily call the place they live in “home.”

Deliver, don’t move, furniture

For city dwellers, modular, utilitarian couches are taking hold. And it’s increasingly clear you don’t have to leave your couch to purchase one.

Let’s return to Burrow, which has raised a total of $19.2 million, according to Crunchbase. The startup has created a modular couch built for those who live in dense urban environments and may move often.

“Our customers are reflective of larger trends in the market. They’re more likely to be renters rather than homeowners,” Kuhl explained. “They’re likely to move multiple times over the course of a few years, and they crave thoughtful, high-quality goods.”

To account for this new type of customer, Burrow delivers each section of the couch in distinct packages. Burrow claims on its website that its direct to consumer business model and its ability to ship parts of couches, rather than one whole couch, removes “over 70 [percent] of standard shipping costs.” The couch also includes modern amenities such as a USB charger, and Burrow has also “launched an AR app that helps customers visualize a Burrow in their home,” according to Kuhl.

However, Burrow isn’t completely eschewing the showroom as part of its selling strategy. In a podcast interview with TotalRetail, Kuhl noted that the startup has “partner showrooms” in co-working spaces and other retail locations in more than 20 cities.

Of course, while modular design is helpful for city dwellers, there are those who enjoy a bit more of a personal twist. Interior Define, a Chicago-based startup, has raised $27.2 million to offer direct to consumer couches and dining room sets. And, according to Interior Define’s founder Rob Royer, its appeal is being driven by a new breed of consumers who are interested in brands that have “an authentic mission, deliver on a promised experience, and offer a real value proposition (not just a lower price).”

That said, both of these options still require that the furniture be owned — an unnecessary burden if you move often or just like fresh looks without the commitment. Through Feather, customers can subscribe to a whole living room, bedroom or dining room for as low as $35 a month. According to Crunchbase, the New York-based startup has raised $3.5 million from established venture firms such as Y Combinator and Kleiner Perkins.

There are also startups looking to simply help brands sell more furniture by using artificial intelligence and augmented reality. One such startup, Grokstyle, has raised $2.5 million for an app that identifies furniture by image as well as style and pricing preferences.

In general, streets, kitchens and even front doors are being claimed by venture-backed startups. What you sit on might as well be paid for, in part, by venture capitalists, too.

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Wayfair’s Android app now lets you shop for furniture using augmented reality

AR-enabled shopping is expanding again today. This time, online furniture retailer Wayfair is introducing an augmented reality feature in its mobile app for Android that will allow customers to visualize furniture in their own home ahead of purchase, just by holding up their smartphone.

The feature, called “View in Room 3D,” was previously available on iOS, leveraging Apple’s AR platform ARKit.

Now, Wayfair is taking advantage of Google’s ARCore to offer the same option to Android users.

ARCore, Google’s answer to Apple’s AR platform, was publicly released last month, giving developers a way to integrate AR technology into their Android applications, where they can reach a potential audience of over 100 million Android devices.

Wayfair is not the only shopping site to quickly roll out ARCore support now that it’s available – eBay yesterday launched a feature for sellers that helps them find the right shipping box using AR technology, and promised other AR-enabled features this year. IKEA also just released an Android version of its AR app IKEA Place this week.

Other retailers have been experimenting with AR, as well, including Amazon and Target.

Retailers’ interest in AR is not just because it’s new and trendy – it can help them address the real issue that online shoppers face, when trying to buy furniture from a website, instead of in person.

It’s often difficult for non-designers to really get a sense of what a piece of furniture will look like when placed in the room. Will the new sofa go well with the existing curtains, carpet, and other furniture? Will it fit in the space?

Wayfair’s app helps with those questions, as it projects the furniture or décor in 3D at full-scale, and anchors them to the floor. This lets shoppers see if the object in question fits in the room – without needing to break out their measuring tape. It also helps them get a visual sense of what the room will look like with the new furniture added.

And because the image is in 3D, you can walk around it to see it from different sides – which also helps with consumers’ buying decisions.

“Leveraging augmented reality, the Wayfair app allows shoppers to transform their homes into virtual showrooms, allowing them to see their favorite products up close and at every angle – all in their very own space,” said Steve Conine, co-founder and co-chairman, Wayfair, in statement about the AR feature’s release.

“We knew early on that augmented reality had the potential to completely transform the way people shop for their homes, and as it’s quickly moved toward mainstream adoption, we’re excited to have played an integral role in shaping the experience for millions of shoppers,” he added.

Furniture has been one of the more difficult businesses to transition online, not only because of shipping costs for heavy items, but also because consumers still often want to see the products in real life. They want to touch the fabric, try out a chair’s cushions for comfort, and see the true colors – not just an online photo.

But things are changing, as more commerce shifts online – the channel that’s prefered by millennial shoppers, who are now the largest demographic (37%) of the furniture-buying market.

Wayfair is one of the companies capitalizing on this shift, to the tune of $4.7 billion in net revenue in 2017.

And with the elimination of the furniture showroom, it’s also been quick to jump on new technologies to help its customers better shop, including web-based clipboardsvisual search, mobile messaging, and now, AR – all which give it a competitive advantage versus traditional retailers with more static sites.

The company also recently updated the AR feature in the iOS app that lets customers now record a video of the item in AR, instead of just taking a photo. This feature has a Snapchat-like feel, as you just press and hold the record button to make the recording. You can then walk around the furniture in the video, in order to capture it in 3D then share with friends and family.

This feature will arrive in the Android version soon, we understand.

In the meantime, the Wayfair app for Android is available here.

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Wayfair snatches up Boston startup Trumpit to bring photo & video messaging to its mobile app

trumpit Online furniture shop Wayfair has acquired a Boston-based mobile messaging application called Trumpit, with the aim of utilizing its technology in order to expand its customer service offerings. So yes, that means messaging will be a part of the mobile Wayfair application in the future.
Today, the app only offers users the ability to email or call the company when they click into the… Read More

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