The term Extended Reality (XR) refers to all real and virtual combined environments and human-machine interactions generated by computer technology and wearable devices. There is a whole world of emerging devices, technologies and frameworks that promise to experience disruptive experiences. Viewers such as the Oculus of Facebook or the Hololens of Microsoft within a few years will be part of our daily, without taking into account what we can already enjoy using our smartphones. Developers must equip themselves and consider the XR as an enabling technology to be applied to markets such as retail, industry, food and real estate where the problems and the need for innovation are still felt. In this talk we will take an overview of the technologies and show how start-ups and established companies are introducing XR elements into their applications to improve their user experience and how this increases retention and referrals.