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How to Prepare for the Metaverse
How to Prepare for the Metaverse
From the Australian Open offering fans art ball NFTs with real-time match data to JPMorgan
Chase’s tiger-friendly lounge in the blockchain-based world Decentraland, metaverse
events are exploding into 2022 as powerful new weapons to engage with people.
A buzzword du jour, the metaverse was coined in the 1992 Neal Stephenson science fiction
novel, “Snow Crash,” which reimagined the mind-bending possibilities of virtual reality.
Unsurprisingly, the major players are already at work in the space. Microsoft approached
acquiring Activision Blizzard, which would make it the third-largest gaming company by
revenue. Google is creating a dedicated Digital Assets Team within Google Cloud to support
building, transacting, storing value, and deploying new products on blockchain-based
platforms. Disney even tapped a new executive, Mike White, to lead its foray into the
metaverse. According to Bloomberg, the global metaverse revenue opportunity could
approach $800 billion by 2024.
While Google acknowledges a slowdown in the intensity of NFTs and metaverse searches
since the beginning of the year, probably due to more urgent contextual elements to pay
attention to, the message from many relevant trend shapers is that the metaverse is here –
and it’s here to grow and evolve to take a pervasive role in almost every business model.
The impact of the metaverse on our businesses and lives will likely be greater than that of
the internet. As metaverse technology stacks expand and become more available, cheaper,
and connected, the conception of use cases across all sectors becomes a contagious
exercise. Of course, not every use case will materialize immediately. We will probably have
to wait at least a decade to see the full potential of generalized use of AR/VR and much
longer to reach sci-fi-level scenarios involving technologies like brain-computer interfaces
(BCIs). Right now, just two in five Americans say they are very or somewhat familiar with the
metaverse, and less than one in five can correctly define it.
Eventually, nearly every company will be connected to or part of the metaverse in one way
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4/1/22, 9:24 AM How to Prepare for the Metaverse
or another. Retailers and brands will open virtual stores, launch virtual collections, or host
exclusive digital events for their targeted NFT holders. Manufacturers are already
undertaking 3D-based training for their workforce, and some are beginning to configure
their digital twins for their manufacturing facilities or moving, with the proliferation of low-
power, low-latency connected devices, to a full recreation of physical locations where
operators can prevent, act, or react based on data. Health providers will roll out an
incredible set of immersive experiences around care and medical services. No matter what
your business model is, it will be affected, impacted, challenged, enriched, or threatened by
the concept of the metaverse. The possibilities are endless, and it’s clearly time for
businesses to experiment and take risks.
Although the metaverse is still in its infancy, it represents an almost unimaginable source of
data, moving into volumes that are difficult to fathom. No one knows for sure where this
will lead, but embracing the development of robust new capabilities will help companies
play better and faster in this limitless virtual world.
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