“How to Use Augmented Reality for Business Growth in the Age of Spatial Computing” by Tom Emrich

Tom Emrichs The next dimension is an up-to-date, comprehensive guide for leaders who want to use augmented reality (AR) as a transformative tool. Emrich’s background as a pioneer in wearable technology and spatial computing lends authority to his insights and advice. The book begins by contextualizing AR within the broader history of technological revolutions, from the early days of the personal computer through the mobile age to spatial computing. Emrich convincingly argues that AR is not just an extension of the digital age, but the cornerstone of a new paradigm in which physical and digital realities merge.

This historical perspective gives the book a solid foundation, helping readers understand the importance of the development of AR while providing a forward-looking framework. Emrich identifies the cornerstones of spatial computing – perception, presence and personalization – and connects them to concrete business strategies.

A seasoned executive with leadership roles at Augmented World Expo, 8th Wall and Niantic, Emrich provides an in-depth look at how AR is already transforming industries, from retail and healthcare to entertainment and education. Case studies complement each chapter, showing how companies like IKEA and Snap have successfully integrated AR to drive customer loyalty and business growth.

For example, the book highlights IKEA’s AR app, which allows users to visualize furniture in their homes before purchasing. This example shows how AR not only enriches the customer experience, but also addresses pain points in the buyer’s journey, such as uncertainty about fit and style. These real-world applications make Emrich’s arguments tangible and comprehensible.

Emrich excels at making AR accessible to business leaders, many of whom may feel intimidated by the technical complexities of spatial computing. He introduces concepts like the “AR Funnel,” a reimagining of the traditional marketing funnel that incorporates AR-driven engagement at every stage – from awareness to purchase to customer retention. The book also offers actionable advice on integrating AR into marketing strategies, product design, and customer service.

Emrich is refreshingly candid about the challenges facing AR adoption. From technical hurdles like device compatibility and battery life to societal issues like privacy and data security, the book doesn’t shy away from addressing potential pitfalls. This balanced perspective strengthens the book’s credibility and shows that Emrich is not only an advocate but also a thoughtful critic.

The book ends with a compelling call to action: companies must adopt AR now or risk falling behind. Emrich offers a step-by-step guide to building an AR strategy, from assembling the right team to experimenting with pilots. His message is clear: the era of spatial computing is here, and early adopters will reap the rewards of innovation.