The document discusses the coming revolution in immersive experiences enabled by technologies like virtual and augmented reality. It outlines the timeline of improvements in user experiences from command line interfaces to modern voice and AI assistants. A key barrier to faster progress is the "9x rule" where an experience needs to be 9 times better to motivate adoption of a new technology. The document argues immersive work experiences using technologies like virtual collaboration tools will help address limitations of 2D screens for hybrid work and serve as a bridge to a fuller metaverse. This transition to more immersive experiences will be disruptive and come in the next 3-10 years.

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The Future
is Immersive

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Something Very Big In
Experience Is Coming

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WHAT:
An Experience Revolution…
WHEN:

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WHAT:
An Experience Revolution…
?
?
WHEN:

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A Timeline of Experience Revolution
SWTP 6800
One of my first
computers:
45 minutes of
switching to
get the computer
booted

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Timeline of Experience, a 100-Fold Improvement Cont’d
Command Line
GUI
Search
Mobile Touch
UI
Robotic
Process
Automation
Voice
Asssistants AI Assistants based
on LLMs
Generative Experiences
Generative Apps
Info/
Functionality
Path
Interaction,
Usability Path
Now, very high value
can be created in
seconds

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One Key Barrier Keeps Progress ‘Choppy’

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A Key Barrier Keeps Progress ‘Choppy’
The 9xRule
Source: John T. Gourville in an HBR paper

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So What’s Really Next?

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So What’s Really Next?

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None of These Survive the Tradeoffs Test

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However, We Have Promising Clues
• A major demand for visual collaboration tools
• Proliferation of big screens, multiple screens
• Increasing power and dropping costs of VR/AR headsets
• Visual meeting tools that push the envelope
• A growing number of highly innovative experiments that push the envelope
• Very unsatisfying virtual collaboration experiences (8 hour Zoom calls)
• Need for seamless, high resolution experience everywhere

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Big Idea: Immersive Experiences Will Fix + Supercharge Hybrid Work
AR and VR might be the ultimate future, but in the
meantime, our small 2D screens have proven to be
insufficient to fully enable hybrid work, with its need to pull
in many virtual people, data, and documents together into
seamless and truly engaging experiences.
A growing number of solutions are bridging the gap
between 2D and 3D virtual experiences using new and
existing tech that provide true borderless and fully
engaging user interfaces that bring people and their
content together much more effectively.
Immersive Work Experiences is this new bridge category
and it will include all forms of proto-metaverse work
solutions that will increasingly create the onramp to a much
fuller, high performance world that will come.
Sample Vendors: Matsuko, Apple,
Oblong, Mobeus

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Takeaways on Immersive Experiences
They Will Come in a new Disruptive, Mass Adoption Form in 3-10 years
• Today's tiny screens a very temporary waypoint in experience
• They will become far more immersive using something we've not seen
• Your content and processes must be ready for this transition
• Your experience architectures and strategies must be adaptable
• The transition will be sudden and bigger than anything before
• Likely AI and new input/output modes will be deeply involved
• It will create new markets and reset the competitive needle to zero again
• Watch this space, it will come soon enough,
and remake the experience landscape