Bloomberg is reporting that smartphone manufacturers such as Apple, Huawei, and Samsung have taken interest in 3D camera technology from Sony. The cameras can create 3D images of objects and faces that can be used for virtual shopping and gesture control. Sony is a major player in the camera chip market as it controls about 50% of the market, but it has rivals such as Lumentum Holdings Inc. and STMicroelectronics NV in the 3D chip market. Sony 3D camera technology differs from current chips on the market as it uses invisible laser pulses to scan the object. This creates more detailed 3D models and works at distances up to 5 meters away. Sony has demonstrated an app that can scan a room and place virtual goldfish swimming around objects in the room. This technology is expected to fuel the next wave of smartphone sales as it will give consumers a reason to upgrade. "Cameras revolutionized phones, and based on what I've seen, I have the same expectation for 3D," said Yoshihara, who has worked for more than a decade on wider industry adoption of cameras in smartphones. "The pace will vary by field, but we're definitely going to see adoption of 3D. I'm certain of it."