"The nostalgia element to Pokémon Go cannot be understated," he said. "Facebook's Memories function and Twitter's Throwback Thursday tradition are two examples of the social media titans already using this as an engagement tool.
"Facebook's $2bn purchase of Oculus Rift shows the company is taking virtual reality very seriously."
Francis said Pokemon Go's success shows the importance of content strategy in opening up new and exciting possibilities for the uptake of AR.
"The only thing holding AR back has been a lack of investment in content," he claimed. "When Nintendo decided to be one of the few to make that investment in an 'unproven' platform, it obviously saw it was not the platform's fault, just as no-one blames TV for a bad TV show.
"This is a whole new digital interface. It's social - you literally meet people, you exercise, you travel [even if just locally]. It's the swing back towards real-world engagement, which is what an AR future will provide."
Frances also claimed the mostly PC-based digital boom of the last 12-14 years is growing stagnant.
"Millennials don't want to be communicated with in the same way as Gen X or Gen-Y. You just can't underestimate the user, the consumer. They are faster than brands these days and much harder to influence than they used to be," he said.
"AR is an incredibly natural interface - it's as easy as taking a photo. The public is demonstrating that they can learn, that they want innovation - as long as you gamify their world just a little - challenge them, change their reality and give them something to talk about."
Source: CMO AU
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