Some new interesting read from Mobiquity, a large global digital consulting company:
https://www.mobiquity.com/insights/the-future-is-phygital
It's interesting to note that "phygital" term is still not as widely adopted in the U.S. as many other countries; I guess this is the main obstacle for the corresponding search trend to get exponential.
Also, probably I’ve been reading too much on this topic, but I’ve noticed that my own perception of the entire “phygital” concept has changed – initially, I’ve been considering it like a sort of artificial labeling of things that have been here for ages, with the new funky if not to say weird term. At this point it seems I’ve got the idea – while physical+digital mix has been with us that long in essence, the corresponding shift is currently happening for a vast amount of companies; and, there are numerous subtle details related to that physical/digital meeting point in each particular case, starting with where this delimiting line is better to pass through, what the new interaction interface is, all the possible barriers, optimal workflow sequences, etc. Expanding the business from online to offline or vice a versa can be done in so many different ways depending on the business model and cultural/regional/etc. context that now I think like the process of working out the approaches for addressing all such matters can be definitely extracted to the separate knowledge domain covering the most common patterns, pitfalls, etc.. And, as it was mentioned in the article above, I also don’t know whether the “phygital” term gets the steady worldwide adoption eventually, but the idea standing behind it is definitely distinctive.
FWIW, just thought sharing...