The future of connectivity: the metaverse


The metaverse: you’ve heard of it. You’ve probably read about it. You may even be aware of how more and more companies in all industries, from software companies to luxury brands, are climbing into the metaverse. As this transition has taken place over the past year, publishers have been inundated with articles explaining what the metaverse really is. But why does the metaverse matter? And more importantly, what does it mean for the future? Will it last or will it just become another fad?

The metaverse is the next stage in the evolution of the existing and virtual humanistic technological experience. Blurs the lines between the physical and digital worlds: a true meta-technology that enables new business models, forms of commerce, entertainment, communities, and experiences. The metaverse will fundamentally change and improve the way digital communication works. This also applies to how brands communicate with their customers, how celebrities connect with their fans, and how knowledge content is shared. Through the metaverse, a multitude of new business models will develop, the true scope of which we only see hints of today, just as social media did ten years ago.

It is very clear how much social networks have changed the world in the last decade: they changed the way we consume the news, how political campaigns are advertisedand the nature of our communities. In the commercial aspect, social networks provided new participation channels, a much greater reach, brand opportunitiesand other added values ​​for each business in each vertical. He created new professions, skill sets and new technologies to manage the various social platforms. Social media changed everyone’s daily life, regardless of region, age, gender, or politics. The metaverse has shown all the signs that it will follow in the footsteps of social media.

Most revealing of all are the actions taken by one of those titans of the social media revolution. In recent months, even while mired in controversy, Facebook announced a change in business strategy, considerable future investments in the European region, and a rebranding of the company. Oh, and that company rebrand also came with a full name change.

Think about that for a second. One of the world’s largest and most easily recognizable companies just underwent a complete makeover simply out of the belief that the metaverse is the next age of social technology and it needs to reposition itself. now. This should mean for everyone in the world: a) the company is completely inept when it comes to branding, strategy and everything related to business; or b) this whole metaverse “thing” is real.

Clearly, thought and industry leaders believe the latter. Increasingly, companies around the world are recognizing this very truth about the metaverse and jumping with both feet in. The industry has already their influencers, firm believers in the metaverse, who have been investing in new solutions dedicated to this new virtual reality. These personalities are important to the industry as they help spread the word and explain this new concept, which is sometimes too dense for the mainstream.

With Facebook’s rebranding, we are one step closer to making the metaverse the norm and, yes, there are a host of experts who believe that the social media giant is making this move just to wash off bad relationships. public. But those critics only focus on the political and social reasons behind this strategic move and don’t really consider the real impact and value of the metaverse. After all, would a tech giant change its core identity and business if it didn’t believe in the commercial potential of its investment, regardless of the added benefits?

But how can anyone say definitively that the metaverse won’t fade like its virtual predecessor? After all, ARVR also created quite a stir for years and was the talk of the town, but it never reached the initial potential that experts envisioned. Naturally, each technology has key differences, but in this case between ARVR and the metaverse, that difference is directly related to its pervasiveness and accessibility by the general population.

Despite how cool and fun the technology was and the experience every time someone put the headphones on, it never prevailed because it was always programmed with limited human interactions. Add to that the requirement of strange gadgets and gadgets that users need to buy and one can see why their demand never reached its market potential. But the metaverse is fundamentally different. The very obstacles that ARVR struggled to overcome are instead some of the main features and attractions of the metaverse.

The metaverse is an open world where its users can interact with the environment. Y Each other. Why is the capacity for human interaction important? Because no matter how interesting a story is, by definition it is finite with a specific goal and ending. Users do not always want to follow an established path. It is human nature to want to explore spaces while connecting with others; This is why highly customizable open world games like Fortnite are so successful. Unlike virtual experiences up to this point, the metaverse allows for social and cultural exchange and can be organically integrated into our daily lives.

For example, while social media is an active part of our daily life, brands still struggle to communicate with customers effectively. Social media posts often fail to connect emotionally, and consumers may be wary of companies trying to deliver messages and products to them. The metaverse opens a new door of opportunity that allows a stronger connection with users, who are willing participants.

Basically the metaverse will make sure that “online” is not just about efficiently accessing information. Solid information is only 20 percent of human communication. That’s what the Internet has been all about for the last few decades. And if solid information is needed, a normal web page is often still the optimal format. But people want more than to be informed and they always have. That is why the ads convey human themes with the aim of invoking emotions and memories with sex, wonder, beauty, comedy, etc. The metaverse addresses the remaining 80 percent of communication: proximity, gestures, feelings, memories, etc.

The metaverse is not just a visual or technological experience, but a human one. The social capabilities provided mean that technology will become ubiquitous and have staying power, just as social media continues to do so. But the metaverse will allow people to do things that they have never been able to do on the web; the same goes for companies. These are the reasons why company after company is investing in the metaverse, just as they did a decade ago on social media, recognizing its potential to make life a little easier and better.

By connecting everyone in a new virtual world, the metaverse has the potential to enhance human experiences and business relationships with customers. The idea that digital marketing is simply a tool to sell more will be left behind as it evolves alongside the metaverse, connecting companies and people in a more human and personal way. Customizing virtual worlds and allowing virtual reality online encounters allows companies to get closer to customers. At the same time, it empowers clients by allowing them to actively participate. While it may still be a new concept, society is ready to embrace this technology and take the online experience to the next level.

Thomas Johann Lorenz

Thomas Johann Lorenz

Thomas is the co-founder and managing partner of JOURNEE, and also serves as the managing partner of JOURNEE’s parent company, Waltz Binaire. Thomas studied at the Berlin University of Technology, where he earned a degree in Business Administration and Economics. Thomas founded his first company twenty years ago at age 18 and has since been on a mission to identify and harness the potential for innovation. Thomas is eager to promote the potential for innovation in Europe. His approach with JOURNEE is to harness technology that will create sustainable change for organizations and society.


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