Tom Emrich’s The Next Dimension is a timely, comprehensive guide for leaders seeking to leverage 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 dawn of the personal computer to the mobile era, and now to spatial computing. Emrich argues convincingly that AR is not just an extension of the digital age but the cornerstone of a new paradigm where physical and digital realities merge.
This historical lens gives the book a solid foundation, helping readers appreciate the significance of AR’s trajectory while offering a forward-looking framework. Emrich identifies the key pillars of spatial computing—perception, presence, and personalization—and connects them to tangible business strategies.
An experienced executive with leadership roles at Augmented World Expo, 8th Wall, and Niantic, Emrich provides a detailed breakdown of how AR is already transforming industries, from retail and healthcare to entertainment and education. Case studies punctuate each chapter, showcasing how companies like IKEA and Snap have successfully integrated AR to drive customer engagement and business growth.
For instance, the book highlights IKEA’s AR app, which allows users to visualize furniture in their homes before purchase. This example illustrates how AR not only enriches customer experiences 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 relatable.
Emrich excels in making AR accessible to business leaders, many of whom may feel daunted 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 and 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, demonstrating that Emrich is not just an advocate but a thoughtful critic.
The book concludes with a compelling call to action: businesses must embrace AR now or risk being left behind. Emrich provides a step-by-step guide for building an AR strategy, from assembling the right team to experimenting with pilot projects. His message is clear: the era of spatial computing is here, and early adopters will reap the rewards of innovation.
Charlie Fink is the author of the AR-enabled books “Metaverse,” (2017) and “Convergence” (2019). In the early 90s, Fink was EVP & COO of VR pioneer Virtual World Entertainment. He teaches at Chapman University in Orange, CA. Follow him on Twitter or LinkedIn, and check out his website or other work.
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