Tapway surveillance technologies deployed at Pavilion Mall
Information Certainty: Documented
Deployment Purpose: Commercial Surveillance, Targeted Advertising
| Summary |
|---|
| Malaysian startup Tapway provides a range of sensor based and computer vision products to retail outlets and restaurants in Malaysia. Most notably, the Pavilion Mall in Kuala Lumpur is cited as having a full suite of sensor based analytics installed, such as people counting and heat mapping, as well as FaceTrack facial recognition. Brandvision, an advertising company, has used the deployment to carry out emotional recognition through the plasmas in the centre. Tapway states that it has collaborated with other outlets but does not specify the range of technologies added. Tapway FaceTrack has been layered with Amazon Rekognition, a since discontinued facial recognition software. |
Products and Institutions:
| Product Deployed | Amazon Rekognition (Software) Tapway Video AI Tapway FaceTrack |
|---|---|
| Institutions ⠉ | Amazon Tapway Tapway |
| Datasets | Amazon Rekognition (Dataset) Tapway (Dataset) |
| Search software |
Status and Events:
| Status | Ongoing |
|---|---|
| Events | Start (27 November 2018, Documented, , No description) |
| Start Date | |
| End Date |
Users:
| Involved Entities | Brandvision (MY) |
|---|---|
| Managed by | Pavilion Mall Malaysia |
| Used by |
Location:
| City | Kuala Lumpur |
|---|---|
| Country ⠉ | Malaysia |
Description[ ]
In retail stores in Kuala Lumpur, most notably the Pavilion mall, smart sensors and video analytics are deployed for people counting, heat mapping, facial recognition and emotion recognition. Tapway is a Malaysian startup.
Lim explained that Tapway’s solutions were made to improve customer experience, streamline operations and enhance security during a recent interview with Digital News Asia at the company’s office in Petaling Jaya. “Our core is in people tracking and we do this for our clients, most of whom are in the retail sector. We are able to do people tracking using special purpose-built cameras that can accurately track the number of people entering and exiting a premises. We are also able to tell how long they spend in a particular area and track their location, providing a heat map,” he said. There is even a feature that combines with wearable Bluetooth devices that help exclude staff from being counted, so as to provide higher accuracy. He cited an example where FaceTrack could be used to improve a customer’s retail experience by recognising loyalty card members and alerting the staff to give special attention to the customer. Conversely, a “blacklist” of faces that could include suspected shoplifters can be created for retailers and malls so as to alert personnel, via SMS, email or app notification, that the individual is on the premises.Tapway deployed its FaceTrack solution at the Pavilion Kuala Lumpur last month and it is currently being tested. A total of over 200 sensors have been installed around Pavilion and Pavilion Elite, gathering the flow of people coming into the mall and providing valuable insight to the mall’s management 1
The CEO explains it has been rolled out to other stores.
Lim explained that Tapway’s main clients tend to be retail store chains, food and beverage outlets and shopping malls. This includes retail outlets like shoe store Bata, restaurants like Carls Jr., KyoChon, and Pastamania among others 1
Interestingly, the solution was even used by out-of-home media advertising company Brandavision in a recent installation on its displays in Pavilion, where it is used to conduct a demographic analysis of visitors to identify their age or gender and to measure the viewer’s emotional response to advertisements played 1