"The metaverse is really the evolution of the internet, where the physical and virtual worlds converge. It will provide a unique and integrative user experience, which will lead us to talk about the evolution of 2D and 3D," said Sonia Paz , Business Transformation Officer in Spain at Havas Media Group, who was in charge of guiding the conversation.
«Brand strategies have to go through this 'phygital' strategy that impacts both points,» Fernando Cano , Managing Director of Havas Media Group, told MarketingDirecto.com. «A strategy that I love is breaking the rules. Brands have a fantastic opportunity to capitalize on content that is currently capitalized by other brands on the web 2.0. The web 3.0 is virgin, the metaverse is virgin and they can enter these areas,» he explained.
"Brands have a fantastic opportunity to capitalize on content that is currently capitalized by other brands on the web 2.0. Web 3.0 is virgin and the metaverse is virgin"
Fernando Cano (@HavasGroupES) #DES2022 @DES_show pic.twitter.com/tYee6ijVwr— MarketingDirecto.com (@mkdirecto) June 15, 2022
1. What is the metaverse?
To start the discussion, Sonia Paz addressed her table companions directly to ask them what they considered the metaverse. Daniel Rocafort , CEO of Visyion-Mediapro, offered a list of meanings attributed to this concept.
On the one hand, there are those more related to video games and linked to socialization more than anything else. Roblox, Minecraft or Fortnite are some of them. On the other hand, there is also a part of industrial design, onboarding and company formation and even the so-called digital twins , that is, physical sites that are replicated in the metaverse.
2. What is the next step to be taken?
There are companies that are working on their own metaverses and others that are jumping on the bandwagon of others that have already been created. However, Fernando Cano pointed out that " the conversation has to focus more on standardization ." "As soon as we enter into this standardization process, we will define whether they are virtual worlds, whether they are metaverses or what we are going to call them," he added.
“Here, the user is the one who rules and who will set the trend and where it will go,” lebanon number data explained Cano. “Our vision is that it will be a decentralized metaverse . It is the one that changes the rules of the current Web 3.0 user and what the metaverse will be. They give the same importance to a digital asset as to a physical asset,” he added.
4. What immersive technologies are important in the development of metaverses?
“You can’t talk about one technology, it’s a compendium, what is being called Web 3,” said Ariano Hernández , Chief Technology Officer of OARO . He then stressed that “blockchain is an important player,” but also augmented reality, virtual reality, artificial intelligence and more.
Daniel, for his part, stressed “mixed reality glasses.” Cano agreed with this, stressing that he believes mixed reality is the technology “that will dominate above all others.” “Virtual reality will continue to exist, but it will be a niche,” he said.
He then highlighted that two parts will coexist: immersion in virtual worlds with accessibility, being "multiplatform and multidevice", and how this will be transferred to everyday life, "how we are going to move."
5. What devices will make the metaverse mainstream ?
" The smartphone will disappear in the next five years ," Fernando Cano firmly stated. "We are moving towards an environment in which glasses will continue to evolve," he commented, and later pointed out that we are "one step away from the arrival of a device that connects mobility with content."