AR (Augmented Reality), thanks to the iPhone Application called “Sekai Kamera” which allows you to see virtual tags users attach to real world views through iPhone camera, is attracting a lot of attention in Japan. It is starting to be used for sales promotions and marketing purposes all over the world.

If we imagine the “Scouter” in DragonBall or “AR glasses” in Dennō Coil, it seems like a technology set in the future, but how is it like in the real world? Here I examine 5 cases of AR as used in business in the present moment.

1. Zugara – a service which allows you to have your virtual fitting room

This is one of the most famous AR examples and has caught the imagination of many bloggers. You print out what they call “markers” prepared for each item of clothing and show it to the web camera, fitting it to your body. The marker will then change itself to the clothing you picked up. Once it is set, you don’t have to keep holding it. The feature of this service is that it allows you to control with motion-capture in addition to AR. You can change the color or design and purchase the clothes using the scroll button that appears in the window, just like “Minority Report”. It isn’t a finished product and not commercialized yet as you only can try on 2D catalog pictures, but it may well be that it becomes the prototype of future online shopping experiences.

2. Lego DigitalBox – Lego box on which kids can see the completed model

Showing how cool the finished model is, will capture the attention and imagination of kids. Here is Lego Digitalbox which is developed by Metaio, a leading AR company in Germany. So what is Lego Digitalbox? Lego Digitalbox is a special box on which the completed model will show up when you show it to the special monitor which is set up in a Lego shop . Some people joke that it is so cool that kids will be satisfied with seeing the “Virtual Lego” and won’t buy an actual one.

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