Accenture+元宇宙：進(jìn)化論然后是革命-Metaverse：Evolution,then Revolution -Gradually,then suddenly：The metaverse is changing the way we experience the internet

meMetaverse

Metaverse:

Evolution,

thenRevolution

Gradually,thensuddenly:memetaverseischangingthewayweexperiencetheinternet

Metaverse:

Acontinuumthatwilltransformallpartsofthebusinesses

Whereis

thevalue?

10

Anditallneedstoberesponsible

19

It’stimeto

cutthrough

thehype

4

Technology

andcreativity

willaccelerate

themetaverse

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8

Research

Metaverse:Evolution,thenRevolution

Contents

Conclusion:

Howtoreap

valuefromthe

metaverse

20

Buildingtowardourmetaversevision

21

methodology

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Metaverse:Evolution,thenRevolution

ExecutiveSummary

It’stimeto

embracethe

newworld.

SincestartingtheMetaverseContinuum

BusinessGroup,weknowthatthereis

enormouspotentialforconsumersand

businesses:Themetaverseisthenextiteration

ofourdigitalfuture.Itisrevolutionizinghow

weworkandopeningnewdoorsforvalue

generationacrossindustries.Themetaverseis

alsotransformingeconomiesandsocialspaces,

asanever-expandingInternetofPlaceand

Ownership.Totapintothispotential,businesses

canpairtechnologywithcreativity,driving

experiencesthatwillinvigorateourlives,work

andsociety.

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Metaverse:Evolution,thenRevolution

It’stimetocut

throughthehype

Metaverseisabuzzwordwithfluctuatingdefinitions.IsitthesameasWeb3?Arethereotherwordstodefineit?Willmycompanylookcoolifwesayit?Anddoesitreallymatter?Somehaveashort-sightedvisionofthemetaverseasableak,computerizedworldpoweredbypeopleinvirtualreality(VR)headsets.Butoncewecutthroughthemisconceptionsandhype,itspotentialisclear.Theswathofcontingenttechnologieswillevolveandconverge,astheInternetofPlaceandOwnershipopensboldnewopportunitiesforbusinessesandconsumers.

Themetaversewillimpactpeople,too.Itisarevolutionaryvirtualadditiontoourworldthatisenrichingthehumanexperiencewithnewpossibilities,notdetractingfromit.Themetaversewillbecomeaplacewherehumanswillfindpurpose,loveandfriendsacrossanewtypeofinternet,openingaspectsofeachindividualthatwilldisruptworkmodelsandformpowerfulcommunities.

Howdowebegin?Togainabetterunderstandingofthispotential,let’sstartwithdefinitions.

The3Devolutionoftheinternetisunderway.ThisiswhatwecalltheInternetofPlace,addingasenseofspacetothedigitalworldandbringingdigitalelementstoourphysicallives.Itcontainsacontinuumofvirtualrealmsthatoperateacrossaspectrum.Ononeside,therearevirtualworldsandlocationswherepeopleconverse,tradeandsocialize.Ontheother,anaugmentedreality(AR)layeroverlaysourphysicalworld,creatingnewopportunitiesforinteractionandengagement.

Usersaccesstheserealmsin2Dand3D,accessibleviadevicessuchasheadsets,phones,andcomputers.Significantadvancesinreal-

timerenderingofphotorealisticenvironments,true-to-lifevirtualphysics,artificialintelligenceandreal-time3DcreationtoolssuchasUnrealEngineorUnitysupportthecreationoftheseenvironments.Withthesetechnologies,theInternetofPlacewillexpandasnewcommunitiesformandgrow.Additionally,a“MirrorWorld”iscreatedwhenvirtualplacesarelinkedtotherealworldviadigitaltwins.Attheircore,digitaltwinsreplicatetheperformanceofindividuals,physicalassetsandprocessesinavirtualenvironmenttohelpusunderstandhowtheseobjectsmightbehaveunderavarietyofcircumstances.

WealsoseetheInternetofOwnershipdevelopingquickly—adigitallynativeinfrastructurepoweredbytechnologiessuchasblockchain,decentralizedidentities,confidentialcomputingandmorethatcreatestheabilityforpeopletocarrytheiridentity,moneyandobjectsfromplacetoplaceinthedigitalworld.ThedrivingculturalforcebehindtheInternetofOwnershipisknownasWeb3.Thisuser-ledmovementemphasizesdigitalownershipandtransparencyintheproductsandservicesthatmakeuptheWeb3ecosystem.

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5

2020Q1

2020Q2

2020Q3

2020Q4

2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

Metaverse:Evolution,thenRevolution

Asauser-centricmovement,Web3leveragesthevastecosystemofdistributeddatatechnologiesbehindtheInternetofOwnership.Whilespecifictechnologiesarehighlightedabove,thekeyenableroftheInternetofOwnershipisitstokens.Tokensarethedigitalencapsulationofrightsandobligationsthatwhentransacteduponbyownerscantransferfinancial,functionalorsocialvaluetoothers.Tokenizationiswhatwillenableuserstocarrytheiridentities,moneyandobjectsfromplacetoplaceinthedigitalworld.

TheInternetofPlacecanexistwithouttheInternetofOwnership,andviceversa—butonlytogethercantheyhelptorealizethefullvalueofthemetaverse.Astheycombineoverthenextdecade,webelievepeople,

organizationsandecosystemswillfindentirely

newsourcesofvalue.Thisfusionwillcreatea

brand-newspectrumofdigitalworlds,realities

andbusinessmodelsripeforexploration.Inthe

AccentureTechnologyVision2022,wecallthis

theMetaverseContinuum,whereimmersive

technologiesandnewtypesofownership

combinetobringaboutthenexteraofour

digitallives.

585

1146

1117

1104

2343

1938

1871

1828

1553

1508

Totalmentions

Figure-1:Accenture’sanalysisofearningcalltranscriptsshowsthatinterestaroundthemetaversecontinuestoremainstrong.Thetotalmentionsofmetaverse-relatedkeywordsincreasedastaggering212%during2022Q2over2020Q1.

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Metaverse:Evolution,thenRevolution

Accenture’smetaversevision:“Weseethemetaverseasacontinuumthatspansthespectrumofdigitallyenhancedworlds,realitiesandbusinessmodels.Itappliesacrossallaspectsofbusiness,fromconsumertoworkerandacrosstheentireenterprise;fromreali以tovirtualandback;from2Dto3D;andfromthecloudandartiicialintelligencetoextendedreali以,blockchain,digitaltwins,edgetechnologiesandbeyond.”

Beforeembracingthemetaverse,businessesareaskingimportantquestions:“Willthemetaversehelpussavemoney?Howwillithelpmygrowthtargets?Howcanthemetaverseincreasethetimetomarketforourproductsandservices?Whenwillithappen?”

Ourresponseisthesametoallbusinesses:Thereisvalueinthemetaverserightnowforanyonetoreap,andthecapturablevaluablewillincreasedramaticallywithtime.

Majorplayersintheautomotive,retailandbankingindustrieshavealreadybeguntheirmetaversejourneys:

?Automotivecompaniesarecreatingexciting“phygital”launchesofnewvehiclemodelsaswellasusingaugmentedrealityanddigitaltwinstoimprovemanufacturingandqualityassuranceprocessesinfacilitiesandacrosstheirsupplychains.

?LuxurybrandsareusingtokenstocreatedigitaltwinsofphysicalclothingitemsandleveragingARvirtualshoppingexperiences.

?Banksarecreatingcustomer-centricexperiencesinvirtualenvironmentstoreducequeues,andusingVRtrainingtosimulateclientinteractionsinasafe,realisticsetting.

It’stimetoact.Findingvalueinthemetaverseisnotadistantambition,andbusinessescanstartcapturingvaluetoday.

Metaverse:Evolution,thenRevolution

Technologyandcreativity

willacceleratethemetaverse

We’veseenthisstorybefore:Technologyhasalwaysacceleratedhumancreativityandingenuity.Fromtheearliestdiscoveriesoffiretomoderncomputingdevices,we’veusedtechnologytoexpressourselves,connectandimprovelives.

We’veallseenfailedandabandonedmetaverseexperiencesspurredbytheinitialhype.

Muchlikephysicalexperientialmarketing,anexperienceinthemetaverseisonlyalivewhenpeoplearetheretocreatethebuzzofconversationsanddiscussions.

Wealsoknowthattechnologydrivesmajorculturalshifts.We’reatthedawnofthenextculture-definingmoment,asweexpressandconnectinnewandexcitingways.Andwemustprepareforit.

Thetechnologybehindthemetaverseiscertainlyexciting,butthemostimportantelementisus,ashumans.It’sthewell-designed,creativeandfrictionlessexperiences—imaginedbypeople—thatwillmakethemetaversestick.

That’sbecausegreatmetaverseexperiences,productsandservicesrequireanunderstandingofhumanneeds.Thisneedstosatisfythecoredriversinfluencinghumanbehavior—thedesireformaterial(suchasacar)andimmaterialthings(suchasinfluence),tobond,tosatisfycuriosity,toprotectandforemotionalexperienceslikepleasureandexcitement.Butmostimportantly,thetechnologybehindtheseexperiencesmustbeinvisible.

Metaverseexperiencesrequirediversecreativeteamstofullycometolife.Eventplanners,architects,themeparkdesigners,filmwritersandgamedesignersarejustafewexamplesofthediversetalentneededtosupplementthetypicalmarketingteams.

Wedon’tyetknowtheprecisepathofmetaverseadoptionbecausemanyofthecontributingtechnologiesarestillindevelopment.Thisislikethetechnologiesbehindmobilephones,whichexistedfordecades,butonlybecameclearwhentheyevolvedintothesmartphonesweusetoday.Thetrainofadoptionkeepspushingforward;andwemustcatchitandcontinuetolearnasitmovesintothenewhorizon.

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Metaverse:Evolution,thenRevolution

Metaverse:Acontinuum

thatwilltransformall

partsofthebusinesses

Sowheredowestart?Let’sexplorehowthemetaversewillshapecustomers,enterprises,industriesandtheeconomy.

meinancialinfrastructurethatunderpinsitall

Themetaversewillbecomeanimportanteconomicandfinancialenvironment,underpinnedbyavibranteconomywherebusinesseswillfindnewopportunitiestoofferproductsandservices,andcustomerswilltradeinthenewreality.Digitalcurrenciesalreadyprovideanewmeansforuserstostorevalueandexchangeassetsinthemetaverse,usingwalletsthatconveyanewsenseofidentity.1Additionally,centralbankswillcontinuetodevelopcentralbankdigitalcurrencies(CBDC),whichwillserveasanother,potentiallymorestable,meansforuserstostorevalueandexchangeinthemetaverseinthefuture.

Aneconomythriveswhenitisbackedbyadiversenetworkofstableandtrustedcurrenciesthatwillevolveasthemetaversegrows.Itisimportanttoensurefinancialregulationandcomplianceinametaverseenvironment.

Howthemetaversewillimpactcustomers

Virtualplatformsandbuzz-worthybrandactivationsarejustthetipoftheiceberg.Meetingcustomerneedsinthemetaversemeansblendingphysicalanddigitaltouchpointstocreatepurposeful,value-addingandfrictionlessproducts,servicesandexperiences.

Forexample,3Dcommercegivescustomersanewwaytobuy,drivingacquisitionandretention.Tokenizationcreatesnewformsofsocial,functionalandemotionalvalueforcustomers,increasingbrandloyalty

andengagement.Andblockchain-enabledtraceabilityinsupplychainsgivescustomersabetterunderstandingofwheretheirproductscomefrom.

Theseareonlyafewapplicationsofthemanytocome.Yetbyreframingmetaversetechnologiesandexperiencesasasuiteoftoolstohelpsolveunmetcustomerneedslikethese,ourclientsarealreadyseeingnewrevenuestreams.

Howthemetaversewillimpactenterprises

Themetaversewillmakeenterpriseintranetsasweknowthemtodayobsolete,replacingthemwithimmersive,virtualtownsquareswhereemployeescancollaborate,socialize,createandcelebratetogether.However,thisisnotaboutreplacingeighthoursofvideocallswitheighthoursofVRmeetings—farfromit.It’sabout

identifyingthewaysinwhichthemetaverseaddsvaluetotheemployeeexperience,makingworkeasierandmoreimpactful.

Trainingisoneexample.Virtualworldsallowforamoreengagingshiftinworkplacelearning.Insteadofcheesyinstructionalvideos,employeescanpracticeandapplyskillsinareal-timeimmersivesettingalongsideothers.Thisappliestoeverythingfromlearningcultureandcorevaluesviaanonboardingexperiencewhenanemployeejoinsanewcompany,toasafespacetopracticecomplex,high-riskandhazardousscenarios,toimprovingsoftskills,whereempathyandthenuancesofhumanbehaviormatter.

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Metaverse:Evolution,thenRevolution

Howthemetaversewillimpact

complexecosystems

Businessesarealwaysseekingnewefficiencies,especiallyduringtimesofeconomicunpredictability.Themetaverseoptimizeshowaproductissourced,createdandbroughttomarketthroughthepowerofvirtualsimulationsandanewlevelofpartnercollaboration—separatingindustriesfromtheirinwardfacingorganizations.

Inanindustrialsetting,businessesareincreasinglyleveraging3Dsimulationsanddigitaltwinstotestandlearn.Invirtualversionsoftheirbusinesses,theycanmeasureandpredicttheeffectsofchangesand

improveconnectionsbetweenworkersand

supplychainsthroughadvancedtrue-to-life

simulations.Theseimprovementscouldbea

shifttoanewmanufacturingtechnique,amore

efficientstorelayoutornewproductdesigns.

However,thereisnothingconstrainingthepowerofimmersivedigitaltwinstotheindustrialsetting.Increasingly,thisvaluestreamisbreakingfreeofthemanufacturingfacilityandintodiverseusagecasesfromimprovinghospitaloperationstogeneratingsnowonskimountainstoportoperations.

“meinterestinexploringthemetaversecomesprimarilyfromtheneedtoanalyzeanytrendsthathavepotentialtotransform,revolutionizeorimprovebusiness,

e.g.,theretailspaceinthecaseofCarrefour,”

NicolasSais,

InnovationDirectoratCarrefourGroup.

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Metaverse:Evolution,thenRevolution

Whereis

thevalue?

Executivesexpectreturnsfromtheirmetaverseinvestmentsintheshortrun.AccordingtotheAccentureBusinessTrendsSurveyconductedinApril–May2022,respondentsincompanieshavingsomeformofastrategyaroundthemetaversebelievethatinthenextthreeyears,a4.2%shareoftheirrevenueswillcomefromnewproducts,servicesorbusinessmodelsrelatedtothemetaverse.Thisrepresentsavalueof$1trillion.

WeseethesametrendreflectedintheAccentureCxOsurveyconductedduringthesameperiodtoo.Eighty-ninepercentof3,200executivessurveyedagreethatthemetaversewillhaveanimportantroleintheirorganizations’futuregrowth.

Themetaversehasvastpotential,underpinning

theveryinfrastructureofnewandexisting

economieswhilebenefittingconsumersand

businesses.Wecantapintoitspotentialtoday,

whileplanningfornewbusinessopportunities

thatlieahead.Asmentioned,wedividethe

metaverseintothreekeyareas—consumer,

enterprise,industrial.Inthenextsection,we’ll

describewhereandhowvalueisemerging

acrosstheseareas.

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Aerospace

andDefense

Airline,Travel

&Transport

Automotive

Retail

Banking

CapitalMarkets–

Pvt.Equity

CapitalMarkets–

Other

Chemicals

Communications,

Media&Technology

ConsumerGood

&Services

Energy

Health

High-Tech

Industrial

Insurance

NaturalResources

Pharma,Biotech,

LifeSciences

PublicServices

Retail

Software&

Platforms

Utilities

Metaverse:Evolution,thenRevolution

Question:Whichmetaverseusecasesareyoumostinterestedinexploringatpresent?

6%

14%

42%

10%

28%

4%

17%

25%

22%

32%

5%

12%

29%

29%

25%

6%

17%

30%

21%

26%

13%

16%

24%

9%

38%

6%

10%

17%

33%

34%

24%

13%

29%

18%

16%

3%

15%

17%

27%

38%

4%

16%

21%

36%

23%

4%

11%

20%

29%

36%

5%

18%

10%

26%

41%

16%

7%

31%

20%

26%

12%

7%

35%

25%

21%

4%

21%

18%

23%

34%

7%

10%

7%

36%

40%

6%

8%

22%

32%

32%

12%

31%

33%

10%

14%

7%

14%

16%

35%

28%

7%

8%

18%

19%

48%

5%

13%

27%

21%

34%

Consumermetaverseservicesexperiences

Consumermetaverse

productsexperiences

Enterprisemetaverse

(extendedreality,virtualworkplaces)

Digitalassetseconomies(e.g.non-fungibletokens)

Digitaltwin

Figure2:Acrossmanyindustries,executivesaremostinterestedinmetaverseusecasesassociatedwithconsumerproductandserviceexperiences.

Source:AccentureCxOSurvey,April–May2022:(n=3200)

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Metaverse:Evolution,thenRevolution

Consumer

metaverse

Themetaverseisswiftlyopeningnewwaysforconsumerstoconnectandsocializetogether,formingstrongbondswithinclose-knitcommunities.TheInternetofOwnershipbringsnewkindsofvalueandexperiencestoeveryone,andbrandscanformstrongertiesofcustomerloyaltyinthenewparadigm.

Peoplearefindingjoy,delightandfuninimmersiveexperiences.Thereisevenmorevalueforcustomerswithincentivizationandself-expressionenabledbytokenizationandavatars.

Immersingthesensesandthemind

Immersivetechnologiesenablemulti-sensoryexperiencesthatcreaterealconnectionandbringusersclosertobrands.Theseexperiencescanalsounlockinformationpreviouslyconstrainedbythelimitationsoftherealworld.Forexample,shopperscanvisualizeproductsonthemselvespriortopurchase,orwearclothingthatcannotphysicallyexistintherealworld,pushingtheboundariesofart,expressionandfashion.

Immersiveproductexperiencesarebecomingmorenormalized.Thisisallowingbrandstoshowcasenewproductsandservicesthroughmorecompellingtouchpoints.Forexample,ChinesemultinationaltechnologycompanyBaiduunveiledRobo-01—anewautonomouscar—onXirang,itsmetaverseapp.Avirtualmasterofceremoniesintroducedthecartoitsaudience,drummingupinterestfortheproductandtheapp’smetaversecapabilities.ThenewsgeneratedmuchdiscussiononthemicrobloggingplatformWeibo,whereahashtagforthecar’sunveilinggainedalmost40millionviews.2

Butmetaverseexperiencesneedtobemorethanjustvisuallyinterestingifbrandsexpecttoseegrowthfromthem.Theyneedtobesomethingcustomerswanttovisit,oftenandconsistently.Toaccomplishthis,experiencesmustcontainamechanicorgamifiedelement.Forexample,PetSimulator’s“AdoptMe”gameisoneofthemostpopulargamesonRobloxwithover28billion+visits(asofJune2022).3

71%

of325respondents

participatinginAccenture’srecentfocusgroupdiscussionsexpectthemetaversetoprovidereal-worldshoppingexperiences,suchastheabilitytotryclothesandproductsbeforepurchasing,overthe

nextthreeyears.

“Virtualtry-onexperienceintheretailindustryhasbeenagamechanger.Rightnow,itisbeingusedforsimplesocialinteractionswhichhaveafunelement,butgraduallynewusecasesarebeing

developed,e.g.,weatherreportingandprogressiongames.”

—ARPlatformLeadofoneofthelargestsocialmediaplatforms.

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Metaverse:Evolution,thenRevolution

Incentives

Tokenizationgivesbrands,creatorsandinfluencersdirectownershipoffanrelationshipsviasocialtokens.Andthetokensgivefansmorecontrolanddecision-makingrightsasrewardsfortheirloyaltyandparticipation.Fanscanalsousetokenstodirectlyinvestintheirfavoritecreators,receivingpiecesofcontent,accesstoexclusivematerialormembershipinthecreator’scommunityinreturn.

Theseincentivescreatepowerfulcustomerjourneys.Forexample,Starbucksisreimagining itsloyaltyprogramsbyusingtokenizationatscaletocreateanaccessibleWeb3community.“StarbucksOdyssey”allowsuserstobuydigitalcollectablestampsthatunlockaccesstonewcoffeeexperiences.4

Retakingownershipofouridentities

Inthephysicalworld,identityisdefinedbycharacteristicssuchasrace,ethnicity,gender,age,personalityandphysicalattributes.Butourdigitalidentitiesarelessclear.Today,itincludeswhatthewebknowsaboutyou(whichyoudonotcontrol)andhowyoupresentyourselfonline(whichyoudocontrol).

“NFTisnotjustastickerwithvalue—it’sanentrywaytoaworldofopportuni以withspeciicutili以.Deiningthatutili以needstobebasedonbrand’sneeds.”

—Seniorexecutiveformetaverseinitiativesinaglobalsportswearbrand

Today,thewaywepresentourselvesdependsonthewebsiteorplatform.WhoweareonLinkedInishowweexpressourselvesprofessionally,whichisdifferentfromhowweexpressourselvesonRedditorInstagram.Butsoon,avatarsmaybecomethenewexpressionofourdigitalidentities.

Avatarsareavirtualmanifestationofsomeone’sdigitalidentityandpersonifymanyformsofidentityexpression—products,experiencesandvalues.Withavatars,usersarenolongerconfinedbythecharacteristicsassignedtothematbirthandareempoweredtoexpressthemselvesinwaysnotpossibleinreallife.OneparticipantfromAccenture-organizedfocusgroupdiscussionsonthemetaverseofferedthefollowinginsight:“Themetaversewillallowustobemoreconfidentbecausethereislittlefearofbeingjudgedbasedonourlooksorbehaviorinavirtualenvironment.”

Somecompanieshavealreadystartedtestingconsumers’identityappetite.In2021,DiorpartneredwithavatarappZepetotocreatedigitalmakeuplooks,5andwithReadyPlayerMetolaunchexclusivefragranceswithan interactiveexperience.In2022,Diorlaunched itsfirst-evermetaverseexhibitioninChina,“OntheRoad,”whichshowcasedfall2022menswearthroughaninteractiveexperiencehostedonBaidu’smetaversesocialapp.NotonlydotheseexperiencesenticeluxuryfashionfanstofollowDiortoanewchannel,buttheyappealtoconsumers’desireforexclusivityandsocialstanding.

Forcontinuity,identitycredentialsanddigitalassetsshouldbeconsistentacrossexperiences.Thisisn’tcurrentlypossiblebecauseweonboardasusersfordifferentserviceproviders.

“Avatarsarethenewfaceofdigitalidenti以.moseareshellsorcapsulesaroundone’sidenti以—stillworkingwithtraditionalIDprotocolsanddata,butnowincludinga3Drepresentation.”

—SercanAltunda?,SDK&IntegrationsTeamLeader,ReadyPlayerMe

Throughself-sovereignidentitymodels,theuseronboardingexperienceisreversed.Serviceprovidersonboardtotheusers,givingthemcontroloverwhatdataissharedwithwebsites,services,applicationsandotherusersacrosstheweb.8

Brandstrategy

Themetaversewilltransformhowbrandsdeliverontheirpromises.Werecentlyidentifiedlifecentricityasacriticalgrowthdriverforstayingrelevanttocustomers.Brandsmustalsoconsiderthedynamiclivesoftheircustomersinthemetaverse,butwithinthecontextofthenewmissionscustomersareon.It’sstillimportanttoappealtocustomers’transactional,emotionalandsocialneeds—it’sjustnot1:1withthephysicalworld.Soon,itwillbecommonplacetoseeadigitallayeroverthephysicalworldsconsumersandcompaniesinhabit.Advancesinaugmentedrealityarealreadypreparingusforthis—digitalizingidentity,possessionsandworlds.

Tokenswilltransformthewaybrandsengage

withcustomers.Auniversaldigitalwalletsolution

iscurrentlyintheworkstoenabletheirbroad

usage.Itwillgivebrandsandusersaplaceto

storeandcontrolanydigitalasset—identity,

moneyandobjects—andwillbeportableacross

allsites,experiencesandcommunities.

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Metaverse:Evolution,thenRevolution

Asadoptiongrows,brandswillfindvalueinthe

first-partydatacustomersallowthemtoaccessviatokenization.However,gettingandkeepingaccesstothisdataisbasedonanewtrustdynamicwhereusersareincontrol.Youcanbuildtrustthroughemployingdata-usetransparency,aligningyourreputationtocustomervalues,andbeingmindfulofhowyourbrandbuildstherelationshiparoundproductsandservices.

Newproductsandbusinessmodels

Inthephysicalworld,productsandservicesprovideaspecificutilitytocustomers.Whenbrandsexperimentwithvirtualproductsandservices,theyneedtoretesttheutility.Brandsarefindingvaluetodayinreimaginingtheirproductsandservicesasblendedphysicalanddigitalassets.Thesebrandsarealsocreatingentirelynewrevenueopportunitiesthroughthedeploymentofexclusivecontentandco-collaborationswithcustomersenabledbytokenization.

Combatingreal-worldproblems

Brandshavestartedusingthemetaversetosolvereal-worldproblemssuchasvalidatingidentities.Forexample,realestate,artandluxuryfashionareallusingblockch