Augmented Reality is fast becoming one of the most important emerging technologies, with unprecedented investment growth and interest from big tech platforms and accelerator industries. It will most certainly become THE new platform and standard for content creation and experience generation. Its use will make it an essential resource, with a societal impact that can only be compared to the World Wide Web's global influence. This book provides a 'wide lens' perspective of the potential, challenges and impact that the widespread implementation of Augmented Reality will bring. The book introduces Augmented Reality's core concepts and potential to newbies and experts alike. Looking at the impact of the technology as it matures into a ground-breaking platform, it goes beyond function to explore the context of the technology's implementation - through social, commercial and behavioural lenses.