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STATE SPOTLIGHT
VICTORIA
Data for every body An Australian company is making waves in markets from uniforms to retail apparel thanks to a unique and homegrown 3D scanning system, and hopes to lead a new paradigm in accurate body measurement in the bargain. By Drew Turney. Imagine all the things you could do with an accurate digital representation of your body. Bodd has, and the Melbourne-based company is putting it into practice. It starts with a body-scanning turntable device, which creates a complete set of measurement data via a very user-friendly, nonintrusive process. The subject simply steps onto the scanner's rotating platform, accesses the controls through a touch screen, stands with feet slightly apart and hands slightly away from the sides and rotates slowly for about a minute. Various optical lenses and data capture hardware devices then capture a broad and constantly expanding suite of possible anatomical detail. Bodd is pursuing a range of applications and markets from the worlds of clothing and customised wearable garments, through to health-related information. In the uniform retailing sector, Bodd’s technology is disruptive to existing business models and is a lead field of application. The possibility of eliminating waste in the retail fashion and apparel sector has a very compelling environmental impact (more below). Founders Rob Fisher and Dave McLaughlin were exposed to 3D body scanning in the custom tailoring business. They formed Bodd in 2017 with the knowledge they'd gained and set about building a robust and precise body data system – existing technologies like hand scanners just weren't accurate enough. The result was the Bodd 3D scanner, manufactured in Melbourne by Bosch Australia, with software and technology developed by Bodd in partnership with leading academic organisations like UTS, Swinburne University and RMIT. Bodd Chief Operating Officer John Lake says implementing other sorts of measurements and further improving the scan is a high priority (in one example, the team is currently working on improving the scanning of feet). "We want to be known for having the best and most complete dataset around. It'll let us add value or access different opportunities in a range of channels," he says. The scan produces a range of raw data files, from which partners can extract measurements depending on the channel or product.
Double The Value But Bodd isn't just a scanner maker, it's a Software as a Service (SaaS) provider. The scan is pivotal, but Lake is just as effusive talking about the digital infrastructure Bodd deploys to manage what's done with it afterwards. Crucially, the process isn't to share raw data files with partners, but let them get only what they need by giving their systems the means to interface with the data in the Cloud. Such seamless integration with clients and partners is Bodd's unique selling point. A little processing is done on board the scanner, but it's all delivered, managed and synthesised into products and services in Bodd's cloud platform. That also means updates to firmware and functionality can be pushed out to the entire scanner fleet immediately. Obviously, body measurements are among the most personal data we have, so there are very serious privacy issues at stake. That's the primary reason why Bodd doesn't share the entire raw data set of a subject's scan – the value proposition for partners is in being provided with just what they need. "The whole topic of privacy and data security and the ownership of that data is extremely important," Lake agrees. "We're working with very significant people in the Privacy and Security space to make sure we are a safe and responsible data custodian for the person being scanned. Our systems are designed to implement emerging
AMT AUG 2022
global best practice in privacy and security by design and default, including ensuring that scanned individuals understand and control how their measurements are used and shared. We have architected our data handling and user consent processes to empower users and so that we are ready to comply with new regulation of biometrics and data privacy in jurisdictions that we are targeting for in our international expansion." One such advisor is renowned data business lawyer Peter Leonard of Data Synergies and Chair of the Regulatory and Advocacy Working Group at The Association for Data-driven Marketing and Advertising. Leonard is one piece of the puzzle making sure Bodd's entire infrastructure – from the user interface on the scanner, to the measurement data in the Cloud, to the user authorisation mechanism for sharing their measurements with suppliers that a user wants to deal with – is built to be clear and reliably trustworthy, as well as complying with the most exacting laws around the globe and meeting expectations of Bodd customers operating the scanners. Bodd data ecosystem management works in practice by delineating data acquisition, transport and storage. After measurements are taken by the scanner, measurement data is not accessible by anyone – not even Bodd – until it's fully uploaded to the secure Cloud platform, any residual information on board the scanner is removed after file transport. Once there, Bodd's Cloud architecture secures the data, letting only approved partner APIs interface with it for specific information. Imagine you walk into a major retailer or
