But as businesses’ reach grows, so does the risk of overstepping customers’ boundaries Consider how Huawei is using these technologies curated experiences, successfully doing so isn’t to change what people see as they navigate daily just a matter of deploying new technologies. life. Its “Cyberverse” technology integrates AR If enterprises jump on this opportunity without with physical reality, using spatial computing, rethinking their customization model, the chasm 3D and ultra-high definition maps, ultra-realistic between what they’re delivering and what immersive rendering and 5G to build AR map customers want will grow, and pushback will be overlays that people can view through their mobile fierce. If, instead, businesses shift their techniques— 21 devices. Apple is also exploring AR experience enabling cooperative experiences rather than black- customization through art by offering a series called box customization—the potential value is huge. [AR]T in cities around the world. The experience includes a walking tour to view professional AR The enterprises exploring cooperative art around the city, as well as an in-store session experiences today are launching a new generation to learn how to create AR art.22 of customization, fit for future capabilities and expectations. Those wanting to keep up, and The combined impact of AR and 5G will let stay competitive and relevant, will need to start businesses customize people’s experiences building reputations as companies that amplify throughout their lives, anywhere and anytime. customers through curated experiences, rather But with today’s growing wariness around overly than marginalizing them.

Tech Vision 2020 Interactive Report - Page 29 Tech Vision 2020 Interactive Report Page 28 Page 30