Facebook and Microsoft Visions
It was the recent comments made by the CEOs of Facebook and Microsoft that shone the spotlight on the metaverse in a big way.
Mark Zuckerberg outlined an expansive vision in an interview to The Verge in July 2021:
The metaverse is a vision that spans many companies — the whole industry. You can think about it as the successor to the mobile internet. And it’s certainly not something that any one company is going to build, but I think a big part of our next chapter is going to hopefully be contributing to building that, in partnership with a lot of other companies and creators and developers. But you can think about the metaverse as an embodied internet, where instead of just viewing content — you are in it. And you feel present with other people as if you were in other places, having different experiences that you couldn’t necessarily do on a 2D app or webpage, like dancing, for example, or different types of fitness.
I think a lot of people, when they think about the metaverse, they think about just virtual reality — which I think is going to be an important part of that. And that’s clearly a part that we’re very invested in, because it’s the technology that delivers the clearest form of presence. But the metaverse isn’t just virtual reality. It’s going to be accessible across all of our different computing platforms; VR and AR, but also PC, and also mobile devices and game consoles. Speaking of which, a lot of people also think about the metaverse as primarily something that’s about gaming. And I think entertainment is clearly going to be a big part of it, but I don’t think that this is just gaming. I think that this is a persistent, synchronous environment where we can be together, which I think is probably going to resemble some kind of a hybrid between the social platforms that we see today, but an environment where you’re embodied in it.
In the same interview, Zuckerberg talks about some fascinating possibilities:
So, one is you will be able to, with basically a snap of your fingers, pull up your perfect workstation. So anywhere you go, you can walk into a Starbucks, you can sit down, you can be drinking your coffee and kind of wave your hands and you can have basically as many monitors as you want, all set up, whatever size you want them to be, all preconfigured to the way you had it when you were at your home before. And you can just bring that with you wherever you want.
If you want to talk to someone, you’re working through a problem, instead of just calling them on the phone, they can teleport in, and then they can see all the context that you have. They can see your five monitors, or whatever it is, and the documents or all the windows of code that you have, or a 3D model that you’re working on. And they can stand next to you and interact, and then in a blink they can teleport back to where they were and kind of be in a separate place.
So I think for focus time and individual productivity, I think being able to have your ideal setup, we call this “infinite office.”
Facebook recently announced Horizon Workrooms, a virtual reality app to reimagine office workspaces. Watch this CBS video. And here is another interesting video. A quote from Zuckerberg in the CBS story: “So I think of the metaverse as the next generation of the internet. So you can kind of think about it as, instead of being an internet that we look at, right, on our mobile phones or our computer screens, it’s an internet that we are a part of, or that we can be inside of.” It also introduced smart glasses, in association with Ray-ban.
Satya Nadella had this to say in May 2021: “Finally, as the virtual and physical worlds converge the metaverse made up of digital twins, simulated environments, and mixed reality, is emerging as a first-class platform. With the metaverse the entire world becomes your app canvas. With Azure Digital Twins you can model any asset or place with Azure IoT and keep the digital twin live and up-to-date. Synapse tracks the history of digital twins and finds insights to predict future states, and with Azure you can build autonomous systems that continually learn and improve. Power Platform enables domain experts to expand on and interact with digital twin data using low-code/no-code solutions. And Mesh and Hololens brings real-time collaboration.”
So, can the metaverse be the next big idea? If so, how would it impact marketing and the brand-customer relationship? Let’s begin by understanding what the metaverse really is.
