What future for the famous metaverse? We’ve already talked about it for B2B with Forrester, but my little finger tells me we haven’t heard of this phenomenon yet. Indeed, it is a habit with technological innovations, it is when we least believe that everything ends up changing. A recent announcement (and a press release that I put at the end of the article) from Adobe came out during the Adobe Summit 2022 of which we are a partner [transparence]. This PR informs us of an important movement that is starting with big names in the marketing and tech industry. What future can we imagine for this territory? Here are some thoughts from my reading of this press release.
Immersive 3D modeling for the metaverse and e-commerce: innovation is on the way
Transparency: Adobe is our customer. We wrote this post with our usual goal of professionalism, independence and authenticity.
Metaverse: The Return
If someone had told me that we would see Secondlife return 15 years later, I would not have believed it. There is, however, a self-fulfilling and self-prophetic sideInnovation ranges from understanding (intuitive or not) of buyer behavior to the ability to adapt to the environment technological and in an explainable sense.
A major technological player, in this case Meta the new name of Facebook, embarks on a 100% strategy on an innovation that seemed obsolete or reserved for a niche (mainly gamers) and suddenly the entire technology sector is gearing up to offer software for the entire planet.
It’s hard to tell where the Metaverse is going or not
So far, nothing new. There is a craze and it is difficult to explain it and say where all this is going. Some predict a flop and others an El Dorado but let’s be honest, nobody really knows.
Also, Adobe Digital Experience boss Anil Chakravarthi himself, in the introduction to the Adobe Summit Keynote on 15 afternoon, said nothing different. He was essentially expressing that “the metaverse would not arrive in the immediate future” for the general public.
The self-prophetic nature of technological innovation
However, a press release from the publisher caught my attention on March 16, 2022 when I received it. And looking at the press here there (I’ll put some links at the end of this article) I realized that I wasn’t alone and that my colleagues in the computer press had popped up this ad as well.
This is the announcement of the positioning of some of Adobe’s products around this metaverse in parallel with a collaboration with four major companies and not least: Coca-Cola, Epic games, NASCAR and NVIDIA.
Around this announcement, the supply of new 3D augmented reality tools whose purpose is to create immersive 3D content, in order to enable virtual shopping experiences and the portability of identities and virtual goods.
Remain humble in the face of innovations and especially the Metaverse
Once again, the fortune tellers of IT and innovation will have to swallow their hat and remain humble. It’s impossible to know if this will take off industrially, but when we see great actors like these working collaboratively in this field, we tell ourselves that something will remain eventually, even if the famous “metaverse” itself is something that is still quite hazy for today. And above all, it’s still hard to say where he will be and which actor (Facebook? Ubisoft? Another?) Will be the lead architect.
Be that as it may, through this announcement we can already identify the uses around this virtual economy, particularly with the fusion of creative tools (Adobe creative cloud and Adobe Marketing cloud in this case).
3 lessons learned from Adobe’s Metaverse Marketplace announcement
From this announcement, however, we can deduce some enlightening principles for the future, because a large player like Adobe does not enter such a market without reason:
- First: the virtual universe is becoming more and more realistic. Through the new 3D technologies and in particular the one demonstrated by Adobe with Substance 3D, which allows you to go directly from a photographic representation to 3D, whether it is an application for the metaverse or another application linked for example to the e-trade.
- Second: the need for 3D representations in e-commerce allowing purchasing tools in “augmented reality” (I quote). It should be noted that e-commerce today is still very traditional. Between the Amazon of 25 years ago and that of today, there are few differences. The need to acquire realism around e-commerce is in fact a possible margin for progress, both for the metaverse and for traditional e-commerce, which must reinvent itself after a quarter of a century of good and loyal service.
- Third, in the event that the metaverse really takes off, the ability to design virtual characters and objects online. Difficult to say today for the general public, if this will go beyond a few communication operations such as that of Coca-Cola for example. But again, it is also difficult to say otherwise. For the In creating this glossary, visionary marketing ran into a big problem: should we write BtoB or B2B? I refer you to my interview with Forrester. B2B is much more mature and more industrial on this topic.
Innovations that can be used by the metaverse but not only
In conclusion, a major player in software moving towards providing immersive 3D modeling that can serve both the metaverse but also, after all, a little realism doesn’t hurt, e-commerce. On the other hand, some great actors who take advantage of it to do the Recommendations, word of mouth marketing and social networking must be essential., but not only, for some of them, who can see here the opportunity to extend, like NASCAR, their products from real life to the virtual world. In the field of online gambling, this is perfectly understandable.
Time will tell if the metaverse really takes off and where it should be found, in the B2B sector or other B2C areas. In any case, what is certain is that the virtualization of objects and people on the Internet is underway, that we are only at the beginning and that these 3D modeling tools are becoming more and more sophisticated.
It will therefore be necessary to prepare for great innovations in the years to come, but if the Internet does not close under the international political pressure we are experiencing.
Read Adobe CP : https://visionarymarketing.com/wp-content/uploads/2022/03/metaverse-whitepaper-and-immersive-experiences.pdf
Read the articles of our colleagues :