Mobile and Wireless: IBM's Augmented Reality App: 12 Ways It Drives Consumer Power

IBM is testing an app that enables retailers to personalize individual customers' shopping experiences right from the palm of their hands, via their smartphone or tablet. The new app out of IBM Research is what IBM refers to as an augmented reality mobile shopping app that will make it possible for consumers to pan store shelves and receive personalized product information, recommendations and coupons while they browse shopping aisles. According to Big Blue, consumers can enter a store, download the app on their smartphone or tablet, register and create a profile of features that matter to them—from product ingredients that could trigger an allergy to whether packaging is biodegradable. When they point their device's video camera at merchandise, the app will instantly recognize products and, through augmented reality technology, overlay digital details over the images—such as ingredients, price, reviews and discounts that apply that day. If consumers opt in, information from their social networks can be integrated into the information stream. For instance, if a friend had reviewed or made a comment about the product they're looking at, they'll see it. Here, eWEEK takes a look at how the IBM augmented reality app benefits consumers and retailers alike.