5 Dec 2024
|
Mike Boland
AWE Talks: Entering the Next Dimension with Tom Emrich
Augmented Reality
Welcome back to AWE Talks, our series that revisits the best of AWE’s conference sessions. This week, we mix up the format... instead of stage sessions, we highlight a recent live-streamed interview with Tom Emrich.
AWE co-founder Ori Inbar interviews Tom about his new book The Next Dimension: How to Use Augmented Reality For Business Growth In The Era of Spatial Computing. What are the book's influences, themes, and takeaways?
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE’s YouTube Channel.
Speakers
Tom Emrich
Ori Inbar
Key Takeaways & Analysis
– The "man from the future," Tom Emrich, has brought us a book about the future.
– But The Next Dimension is grounded in the present, and things happening today.
– The best place to start in explaining the book is the significance of the title itself.
– It's all about the shift from 2D to 3D in everything from entertainment to brand marketing.
– And it's not just about XR but the broader opportunity of dimensionality in experiences.
– It's all about unlocking the Z-axis, he says, after years of confinement to X and Y.
– This involves a confluence of technologies such as sensors, AI, and consumer touchpoints.
– Starting with sensors, they can give computers the capacity to make sense of the world.
– Those capabilities are then amplified with AI, and brought to consumers through hardware.
– Practically speaking, a logical starting point for many brands is immersive marketing.
– For example, consumer brands increasingly use 3D models for dimensional try-ons.
– But to get to that point requires a series of strategic steps to 3D-enable product marketing.
– To that end, Emrich offers tangible tactics and starting points for brands to move the needle.
– Among other things, this involves the five Ps... building on the longstanding 4Ps construct.
– The fifth P is presence, in that greater dimensionality engenders deeper product interactions.
– That can lead to product confidence in consumer shopping, or the instillment of brand ethos.
– Altogether Emrich hopes to influence, inspire, and offer a business case for adoption in 2025.
For more color, see the full video below, and check out Emrich's book here.
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
Speakers
Tom Emrich
Ori Inbar
Key Takeaways & Analysis
– The "man from the future," Tom Emrich, has brought us a book about the future.
– But The Next Dimension is grounded in the present, and things happening today.
– The best place to start in explaining the book is the significance of the title itself.
– It's all about the shift from 2D to 3D in everything from entertainment to brand marketing.
– And it's not just about XR but the broader opportunity of dimensionality in experiences.
– It's all about unlocking the Z-axis, he says, after years of confinement to X and Y.
– This involves a confluence of technologies such as sensors, AI, and consumer touchpoints.
– Starting with sensors, they can give computers the capacity to make sense of the world.
– Those capabilities are then amplified with AI, and brought to consumers through hardware.
– Practically speaking, a logical starting point for many brands is immersive marketing.
– For example, consumer brands increasingly use 3D models for dimensional try-ons.
– But to get to that point requires a series of strategic steps to 3D-enable product marketing.
– To that end, Emrich offers tangible tactics and starting points for brands to move the needle.
– Among other things, this involves the five Ps... building on the longstanding 4Ps construct.
– The fifth P is presence, in that greater dimensionality engenders deeper product interactions.
– That can lead to product confidence in consumer shopping, or the instillment of brand ethos.
– Altogether Emrich hopes to influence, inspire, and offer a business case for adoption in 2025.
For more color, see the full video below, and check out Emrich's book here.
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
