The expanded map creates new experiences.

Continuing from last time, we introduce the top 10 digital trends for 2018 from the "TOP 10 TRENDS" report released by Kara of Dentsu Inc. Aegis Network.

There are many AR (augmented reality) apps utilizing location information, such as Pokémon GO and Snap Map. Niantic, the company behind Pokémon GO, reportedly raised $200 million to develop a Harry Potter AR game set for release in 2018. The next phase is likely to see the development of apps where friends and others can tag user-created spaces.

"Gruesome Gotham" is an app that displays details of famous crime scenes in New York City on the screen, allowing users to explore them during Halloween.

Star Wars app users can see spaceships hovering above famous structures like the Eiffel Tower, the London Eye, and the Golden Gate Bridge. Similarly, Snapchat users can view digital art created by Jeff Koons at famous locations.

Google Lens displays detailed information about cafes and restaurants in AR, complete with ratings and reviews. Users can learn about a place without even stepping inside.

Both iOS with "ARKit" and Android with "ARCore" are developing powerful tools that allow users to build their own unique augmented experiences. In the near future, it will likely become possible to tag information like whether you can bring dogs or young children to a restaurant, whether there are rude staff members, or if the restrooms are clean. This information would be visible not only to users but also to their connections. This could provide an experience comparable to seeing a one-star review on TripAdvisor.

It may soon be possible for customers to tag your company or store and publish augmented reality experiences. In that case, you'll need to check how you're being introduced and what ratings you're receiving within AR, just as you would with online text. Augmented reality can also be leveraged as part of an influencer strategy.