The Metavers: a new channel for customer relations… and probably much more – EconomieMatin

The Metaverse is a 3D virtual universe that would represent the future of the Internet. The thing is, it’s been shaking up the high-tech planet lately. Some firms are talking about revenues amounting to hundreds of billions of dollars by 2030. Its impact on customer relations is emerging, even if a number of uses have yet to be invented.

The metaverse, a 3D virtual world

The Metaverse is a 3D virtual world in which the Internet user immerses himself via an avatar in his image, and which nourishes the ambition to be the future of the Internet. If the classic screen could be enough, the ideal peripheral to enter this new world is the virtual reality headset, supplemented by peripherals allowing to interact with the environment, to manipulate virtual objects, even to touch them. . Conversely, augmented or mixed reality promises a fusion between real and virtual worlds.

The Metaverse does not agree in the singular because there is not yet any standard that would allow each company or individual to extend this virtual universe by realizing interoperable spaces, with the possibility of jumping from one to another, while keeping the same persistent avatar. In short, the Metaverse does not yet have its HTML. In the meantime, many players are trying to impose their vision. This is the case for giants like Meta or Microsoft, but also for a host of players (some of whom come from the gaming world) such as Fortnite, Decentraland, The Sandbox or Altspace. Most of them promise the possibility of communicating – in a social network way – but also of building and personalizing one’s own space – one’s end of Metavers. Others like Google or Amazon are still discreet but the announced arrival of Apple could cause a click.

Why should we be interested in it?

Pessimists will argue that the Metavers is a fad and the bellows will fall fast – it would already fall. For others, the Metaverse in 2022 is the Internet in 1992. The technologies were in their infancy and we had only a vague idea of ​​their applications. MBut the simple possibility of modeling in 3D and with precision, the real world, an infinity of imaginary worlds, as well as the users themselves, will necessarily be the promise of extraordinary uses, many of which remain to be invented. The Metaverse would then be much more than an additional medium. It feeds the ambition to encompass all the others, including face to face.

In the probably risky game of forecasting, the firm Grand View Research estimates that the Metavers would represent a market of 678 billion dollars by 2030. McKinsey even speaks of 5000 billion dollars (!) over the same period.

What will be the applications of Metaverse?

For the moment, we can only imagine the uses derived from those we know today on current digital channels: collaborative work, training, design, simulation, maintenance or even games – it’s even where the Metaverse has been sketching out for a few years. In terms of recruitment, the Metavers could reduce segregation in hiring, free up the labor market and facilitate the inclusion of candidates in remote and underserved areas, as well as disabled or minorities, in particular by allowing them to focus pay attention to their expertise.

What about the impact of Metaverse on the customer relationship?

The customer experience is at the forefront. The Metavers will represent a social space in which brands will have to be present to convince prospects, communicate with their customers, respond to their requests. The Metaverse could also transform e-commerce by allowing customers to immerse themselves in virtual sales spaces (modeled or not on real stores) and manipulate the products they want. Conversely, in real stores, sellers could show them products that they do not have in stock. In addition, thanks to 3D avatars modeled to the millimeter, customers will be able to virtually try on clothes and other fashion accessories.. The Metaverse is also the ideal environment in which NFTs (authenticated digital assets) will flourish. For example, users will be able to buy from well-known brands, virtual clothes that will dress their avatars.

When should you go?

It is a question of entering today in phase of active strategic monitoring, by studying the possibilities of the Metavers and by launching experiments. Luxury brands as well as high-end real estate have already started to buy and fit out spaces with emerging players in the public metaverse or to develop their own private metaverse. Gucci and LVMH have even set up dedicated teams. Gary Brandeleer, senior director of product management, emerging technologies and products at Salesforce, for his part recently stated that “as apparel brands enter the metaverse, they will drain a crowd of consumers. »

Beyond fashion and luxury, all sectors are potentially concerned. In insurance and retail, AXA France and the Casino group bought plots on the The Sandbox metaverse. The American bank JP Morgan has for its part set foot in Decentraland. To do what? For the moment, it is above all a question of asserting a presence, of being innovative, of imagining uses. And then ? The applications still remain to be explored. One thing is certain, the Metaverse of 2030 will no longer have much to do with that of today.

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The Metavers: a new channel for customer relations… and probably much more – EconomieMatin


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