It's multiple things, it's cross platform 3d information, using your avatar from one platform in another etc. It's future AR and VR tech. It's placing things

It's multiple things, it's cross platform 3d information, using your avatar from one platform in another etc. It's future AR and VR tech. It's placing things in the real world. But mostly it's a land grab to be the platform everyone else wants to integrate with, based on the assumption that AR glasses will exist in the future. Niantic's Lightship SDK is another attempt, be the platform everyone else builds their AR stuff on.