What future for the famous metaverse? We’ve discussed this for B2B with Forrester before, but my little finger tells me we’re not done hearing about this phenomenon. It is indeed a habit with technological innovations, it is when we least believe in it that everything changes. A recent announcement (and a press release I posted at the end of the article) from Adobe came out during the Adobe Summit 2022 of which we are partners [transparence]† This PR informs us about a major movement that is starting with big names in the marketing and technology industries. What future can we envision for this area? 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 Secondlife was coming back 15 years later, I wouldn’t have believed it. However, there is a self-fulfilling and self-prophetic side to theInnovation ranges from understanding buyer behavior (intuitively or not) to the ability to… technologically and in an explicable sense.
A major tech player, in this case Meta the new name of Facebook, embarks on a 100% strategy for an innovation that either seemed obsolete or was reserved for a niche (mainly gamers) and suddenly the entire tech industry is gearing up to deliver. software for the entire planet.
It’s hard to tell where the Metaverse is going or not
So far nothing new. There’s a craze and it’s hard to explain and say where this is all going. Some foresee a flop and others an El Dorado, but let’s face it, nobody really knows.
In addition, Adobe Digital Experience boss Anil Chakravarthi herself said nothing else in the preface to the Adobe Summit Keynote on the 15th afternoon. Essentially, it expressed that “the metaverse wasn’t coming anytime soon” to 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 is there (I’ll put some links at the end of this article) I realized I wasn’t alone and my colleagues from the computer press had also checked this announcement.
This is the announcement of the positioning of some of Adobe’s products around this metaverse, in parallel with a partnership with four major companies and last but not least: Coca-Cola, Epic Games, NASCAR and NVIDIA.
Around this announcement, the delivery of new 3D augmented reality tools that aim to create immersive 3D content, to enable virtual shopping experiences and the portability of virtual identities and goods.
Stay humble before innovations and especially the Metaverse
Again, the fortune tellers of IT and innovation will have to swallow their hats and stay humble. It’s impossible to know if all of this will get off the ground industrially, but when you see big players like this working together in this area, you’re telling yourself that eventually something will be left, even if the famous “metaverse” itself is something that is still quite vague for today. And above all, it’s still hard to say where it will be and which actor (Facebook? Ubisoft? someone else?) will be the lead architect.
Be that as it may, with this announcement we can already take advantage of this virtual economy, especially through the fusion of creative tools (Adobe creative cloud and Adobe Marketing cloud in this case).
3 lessons learned from Adobe’s Metaverse Marketplace announcement
However, from this announcement we can derive some clarifying assumptions for the future, because a major player like Adobe does not just enter such a market:
- First, the virtual universe is getting more and more realistic† Due to new 3D technologies and in particular those demonstrated by Adobe with Substance 3D, which makes it possible to go directly from a photo view to 3D, be it an application for the metaverse or another application linked to, for example e-trade.
- Second: the need for 3D representations in e-commerce allowing “augmented reality” procurement tools (I quote). It should be noted that e-commerce is still very traditional today. There are few differences between the Amazon of 25 years ago and that of today. The need for realism around e-commerce is indeed a possible margin for progress, be it the metaverse or the traditional e-commerce, which has to reinvent itself after a quarter of a century of good and loyal service.
- Third, just in case the metaverse really takes off, the ability to design virtual characters and items online† Today it is difficult for the general public to say whether this goes beyond a few communication acts such as those of Coca-Cola, for example. But again, it’s also hard to argue the opposite. For B2B I refer you to my interview with Forrester. B2B is much more mature and industrial in this area.
Innovations that can be used by the metaverse, but not only
In short, a major player in software moving towards providing immersive 3D modeling that can serve both the metaverse but also, finally, a little realism can’t hurt, e-commerce. On the other hand, some big players who take advantage of the Recommendations, word of mouth and social networks are essential…, but not just for some of them, who see the opportunity here, like NASCAR, to extend their products from real life to the virtual world. In the realm of online gambling, this is completely understandable.
The future will show if the metaverse really takes off and where to find it, in the B2B industry or in other areas of the industry. While creating this glossary, Visionary Marketing ran head-on with a major problem: f…† 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 these 3D modeling tools are becoming more and more sophisticated.
So it will be necessary to prepare for major innovations in the coming years, if, however, the internet does not shut down under the international political pressure that we are currently experiencing.
Read Adobe CP : https://visionarymarketing.com/wp-content/uploads/2022/03/metaverse-whitepaper-and-immersive-experiences.pdf
Read articles from our colleagues †