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 Canât Spell âBrandâ without the âAâ and âRâ 52
Jumping the Immersive Innovation Chasm 54
Proving Value Along the Marketing Funnel 56
Collapsing and Twisting the Marketing Funnel 59
The New âPâ 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 Consumersâ 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 Headsetsâ"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 ARâ"Centric Strategy 175
Go Forth and Be Spatial 178
Sparking Spatial Strategies 179
Endnotes 181
Acknowledgments 209
About the Author 211
Index 213
