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Tom Emrich’s The Next Dimension takes an astute look inside the present and projected state of spatial computing. But it’s about much more than spatial computing, which continues to converge with, and be propelled by, adjacent tech such as AI and wearables.
But the real question is how that all applies practically to consumers and enterprises. For the latter, one key area of development is immersive brand marketing. And there, Emrich offers practical and tangible steps to begin considering and implementing the right technology.
This all starts with the book’s title: It’s all about the shift from 2D to 3D in everything from entertainment to brand marketing. And it’s not just XR but broader dimensionality in experiences. The opportunity is to unlock the Z-axis, he says, after years of confinement to X and Y.
Among other things, this involves the five Ps – building on the 4Ps of marketing. 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.
All of this was unpacked in a recent livestream with Ori Inbar and Emrich himself. Longtime colleagues and collaborators, the two pick up on their signature rapport and collective insights. So we’re featuring the video in this week’s XR Talks, which you can see embedded below.
This follows our review of Emrich’s book. Enjoy and stay tuned for more insights from Emrich… and the unfolding of his future outlook in AR Insider’s pages.
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