Belong, a subsidiary of the Itochu Group and a major trade in company and reseller of used devices in Japan, has launched an innovative system using Google’s Gemini AI model to solve a common industry challenge—the identification of color in used Android smartphones. This new color identification solution is expected to greatly enhance Android device purchasing via the Nikosuma platform.
AI-powered innovation for color search
Belong Co., Ltd., headquartered in Tokyo, developed a system to address the issue of identifying the color of used Android smartphones during inspection processes after trade-in. Unlike Apple iPhones, which often have color information easily accessible via inspection equipment and IMEI look-up, Android devices from both local Japanese and international manufacturers lack standardization in color naming. Manufacturers tend to use regional unique names for similar colors, making it difficult for processing teams to standardize this information manually, especially given the large volumes of devices processed daily.
To overcome this challenge, Belong combined Google's Gemini generative AI model and Vertex AI’s machine learning platform to build a RAG (Retrieval-Augmented Generation) system. This allows precise color identification by analyzing photographs taken of the devices. As a result, Japanese consumers purchasing used Android devices on the Belong Nikosuma platform can now search by standard color groups like "red" or "blue" while viewing manufacturer-specific color names.
Expanding Nikosuma’s three-star smartphone offering
This development further enhances the purchasing experience on Nikosuma, where "three-star smartphones" are exclusively sold. These are high-quality devices that meet three key criteria: no network or SIM restrictions, clean exteriors free from cracks, and fully functional hardware with battery health above 80%. This ensures buyers, especially those purchasing used smartphones for the first time, have a smooth and trustworthy experience.
Strengthening the used smartphone ecosystem
Belong continues to expand its services beyond individuals, offering corporate buyback and rental options through platforms like Belong One. The company’s commitment to providing high-quality used devices at fair prices is driven by rigorous inspection processes and a global network.
Market
Trade-in
Repair
Refurbishing
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