It's true that our sector can sometimes be slightly insular: you often find the same people, gathered around the same dates of the year regularly, talking about "their book" at the same events. That's not necessarily a bad thing. In fact, many interesting synergies are often generated on most occasions, even though we can all answer the question, "And you, whose are you?" These events are largely to promote networking afterwards. That's why sometimes you get pleasant surprises, and many coincidences lead to successfully closed projects.
That's what happened with Samsung Spain. Our Chief Digital Officer, Félix Velasco, was a teacher of a mobile technology course in a Master's program taught at the Digital Innovation Center (DIC) in Madrid. The Head of Digital Business of Samsung Spain was a student there. As a result of the theme of the course and in an informal chat between classes, she shared the moment her company was going through, and Wembley Studios offered to collaborate and help them grow even more. Something we obviously achieved
At that time, Samsung Spain's large screen division was looking to boost its penetration figures. They had their buyer personas perfectly defined, and their privileged position in the market allowed them to be ambitious. Five years ago, there weren't as many competitors as there are today, but there were still reservations in Spanish households about installing a large-screen display. Why? Seen with the perspective that time gives, the doubts were perfectly reasonable: the end-user wasn't very sure if "something so big" would fit in their home space.
Our mission was to provide potential buyers with a real perspective of the device's dimensions, with its actual measurements and the actual measurements of the available space. That way, before purchasing the screen, the user would know exactly where and how to place their new Samsung, as well as whether a redistribution of their space would be necessary to enjoy the high-definition images at a safe and healthy distance.
The proposed solution was precisely a mobile augmented reality application that fulfilled this function exactly and, in addition, linked to Samsung's e-shop, in case the user needed to find a model more suited to their specific spatial situation.'
The main concern was that the 3D model accurately reflected the "real-life" measurements of the chosen device. Otherwise, the solution would be completely counterproductive. It was decided to use a physical marker — similar to a QR code — that was placed in the space intended for the screen. By pointing the smartphone camera at this marker, which had certain dimensions, an entirely accurate calculation of the model's size could be made, projecting a three-dimensional recreation of the device, with the marker reference at its center.
Once the position and size of the screen were established, augmented reality technology allowed users to move around the space freely to check distances, compatibility with existing furniture dimensions, recommended viewing distance, etc. The measurements of the 3D model were entirely faithful to those of the physical model.
In no way can we attribute the success of implementing large-screen displays in Spanish households to ourselves. But, at least in the case of Samsung Spain, it provided its users with the precise tools to have a real dimension —in every sense of the term— before making an investment in flat screens. Furthermore, true to our desire to innovate and lead, this was one of the first solutions of its kind implemented in the country. At that time, there was only something similar in the pre-sale services of the Swedes at IKEA.
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