Immersive technologies—such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—are reshaping how businesses engage customers, deliver services, and create value. As these technologies mature and become more accessible through mobile applications, organizations across industries—including retail, tourism, entertainment, healthcare, and education—are exploring their service applications and strategic potential. Immersive technologies not only enhance user experience but also enable new business models, operational efficiencies, and competitive differentiation.

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Potential topics

• User engagement and behaviour in immersive mobile applications
• Adoption and diffusion of immersive technologies in organizations
• Design principles for mobile immersive applications
• Business innovations enabled by immersive technologies across industries
• Ethical dimensions, accessibility challenges, and long-term societal impacts immersive mobile applications

Timeline

• February 1, 2026: Opening date for manuscript submissions
• September 30, 2026: Closing date for manuscript submissions