We are now deeply into an Experience Economy, where memorable events that engage people in inherently personal ways have become the predominant economic offering. These offerings can create tremendous value for customers, have longer life spans than new products as they're more difficult for competitors to imitate, and let companies capture more economic value. Digital technology is a unparalleled tool for creating such experiences, but what is the best way for your business to use it? The possibilities seem infinite. What kinds of experiences can you create? Which ones should you create? Joe Pine and Kim Korn provide a profound new model to help readers conceptualize and combine various aspects of the virtual and the real to create breakthrough customer experiences. Some of the most powerful experiences incorporate both worlds like the Wii, which combines a physical experience with a virtual one. Pine and Korn delineate eight different realms of digital/real experience and, using dozens of actual examples, show how innovative companies are operating within and across each to create extraordinary customer value.
PREPARATION Introduction Innovation on the Digital Frontier 1. Cosmos Incognitae: Introducing the Multiverse REAL ORIENTATION 2. Reality: Presenting the Richest of Experiences 3. Augmented Reality: Enhancing the World around Us 4. Alternate Reality: Creating an Alternate View of the Real World 5. Warped Reality: Playing with Time VIRTUAL ORIENTATION 6. Virtuality: Crafting the Most Imaginative of Experiences 7. Augmented Virtuality: Bringing the Material into the Virtual 8. Physical Virtuality: Instantiating the Virtual in the Material 9. Mirrored Virtuality: Absorbing the Real World into the Virtual GUIDING 10. Multiverse Excursion: Reaching through the Realms 11. Offering Depiction: Varying the Variables 12. Third Spaces: Fusing the Real and the Virtual 13. From Design to Deployment: Act into the Future Afterword: To Infinity and Beyond