TOM EMRICH has over 15 years of experience in spatial computing as a journalist, investor, and product leader. Sometimes called the "man from the future," Tom is recognized as a pioneer in augmented reality, virtual reality, and wearable technology. His opinions on this space have been featured in CNN, BBC, Forbes, and The New York Times.

How to Use This Book xiii
Bring the Cover to Life with AR xiii Talk to an AI About This Book xiii Preface: The Man from the Future xv Chapter 1 Welcome to the Era of Spatial Computing 1 Chapter Cheat Sheet Powered by AI 1 We Are All Digital Flat Earthers 2 I Sense, Therefore I Am 3 Mind the Gap 5 A Leap in Dimension 6 Our Post-Smartphone Future 8 The Age of Experience 11 Sparking Spatial Strategies 13 Chapter 2 Spatial Computing 101 15 Chapter Cheat Sheet Powered by AI 15 40 Years in the Making 16 The Spatial Computing Tech Stack 19 The Eyes and Ears of Spatial Computing 21 If Computers Only Had a BrAIn 23 Merging Our Body with Bytes 24 Software Development for AR/VR 27 Sparking Spatial Strategies 30 Chapter 3 Your 3D Wake-Up Call 31 Chapter Cheat Sheet Powered by AI 31 A New Device Ecosystem 32 It All Starts with 3D 33 Spatializing 2D Content 35 Gaming and the Metaverse 36 The State of AR Today 37 The Market Readiness for AR 41 Societal Considerations 42 The Year Is 2035 45 Sparking Spatial Strategies 50 Chapter 4 Marketing in an Augmented World 51 Chapter Cheat Sheet Powered by AI 51 You Can't Spell "Brand" without the "A" and "R" 52 Jumping the Immersive Innovation Chasm 54 Proving Value Along the Marketing Funnel 56 Collapsing and Twisting the Marketing Funnel 59 The New "P" in Marketing 61 Generation AR 62 Sparking Spatial Strategies 63 Chapter 5 Redefining Mobile Marketing 65 Chapter Cheat Sheet Powered by AI 65 Integrating AR as Part of Your Marketing mix 66 Make Consumers the Main Character 68 Open a Portal to Your Brand World 70 Bring Content into the Consumers' World 71 Awaken Your Product So It Can Sell 73 Add a Talking Twist to Your Packaging 75 Let Your Packaging Entertain Your Consumer 77 Gamify the In-Store Experience 79 Measuring Success with AR 81 Sparking Spatial Strategies 82 Chapter 6 Marketing in the Era of Spatial Computing 85 Chapter Cheat Sheet Powered by AI 85 AR Headworn Wearables Are Already Here 86 Meet the MR Marketing Pioneers 88 Key Principles in MR Headset Marketing 93 Looking into the MR Crystal Ball 98 Sparking Spatial Strategies 104 Chapter 7 Advertising in the Next Dimension 107 Chapter Cheat Sheet Powered by AI 107 Moving Beyond the Banner Ad 108 A Massive Opportunity for Advertisers 111 AR Ads That Go Snap, Insta, and Tok 113 AR Ads outside the Walled Garden 119 Augmenting Billboards and Bus Shelters 122 Make Your Ad Jump Off the Page 124 Key Principles for AR Ad Success 126 Measurement and the Importance of Standards 129 MR Headsets-A New Frontier for Advertisers 131 Advertising in a World with AR Glasses 132 Sparking Spatial Strategies 134 Chapter 8 Selling with Spatial Computing 135 Chapter Cheat Sheet Powered by AI 135 AR Sales Opportunities Today 136 Consumer Demand and Early Insights 138 Transforming E- Commerce into AR-Commerce 139 Using AR as a Physical Product Perk 145 The Rise of Virtual-Only Sales 146 Turn Catalogs into Retail Experiences 148 Bring the Showroom to the Consumers 150 Augmenting the Retail Space 150 Principles for AR Commerce 153 Measuring AR-Driven Sales Performance 155 Shopping in Mixed Reality 157 Looking at Retail Through AR Glasses 161 On the Horizon for Spatial Sales 164 Sparking Spatial Strategies 167 Chapter 9 Becoming a Spatial Computing Champion 169 Chapter Cheat Sheet Powered by AI 169 Spatial Computing Needs You 170 Embrace Experimentation Enthusiastically and Eagerly 171 Commit to Lifelong Learning 173 Crafting an AR-Centric Strategy 175 Go Forth and Be Spatial 178 Sparking Spatial Strategies 179 Endnotes 181 Acknowledgments 209 About the Author 211 Index 213