Round-the-clock connectivity, the penetration of mobile devices, and the roll-out of 5G mean the virtual and real worlds are becoming increasingly entwined. Smartphone apps have replaced a host of tangible devices, from cameras to blood pressure monitors. And the global pandemic is accelerating the phygital reality trend (combining the physical and digital worlds), as consumers immerse themselves more deeply in virtual experiences that replicate the “real” world – whatever that may be these days.

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