A phygital world: Our digital and physical experiences are becoming seamless

4m to read / There’s that joke about non-stop flights. How can you get off, ever, if the flight actually doesn’t stop? When I hear about ‘digital’ I am equally confused. How can you experience anything that’s digital without being in the physical realm? You see what’s on screen, you listen to podcasts, you touch that smartphone, don’t you? So, actually, it’s really an online – offline world at any given time. AR, VR and physical AR and VR are both manifestations of this. The unprecedented success of Pokémon Go is the first example that comes to mind. The mobile app uses GPS and augmented reality technology to lead users on a hunt for the digital pets – who are scattered around across the physical world. In restaurants, bars, offices, shops, parks, stadiums, and mall parking lots. The point of Pokémon Go is to travel around – in the physical world – with a data connected mobile, exploring different geographic areas to find appropriate Pokémon. The most compelling digitally deliver...