The metaverse is increasingly popular, normalizing conversations, shopping, and even physical activity through digital avatars. Big tech companies like Facebook, Microsoft, and Roblox are creating completely virtual universes that are used with the integration of various digital resources, such as virtual reality and augmented reality.
The main objective is to connect the real and virtual worlds through user immersion. However, in the commercial world, it is not yet clear how clients of certain companies can benefit from actions within the metaverse.
According to Rafael Franco, general director of Alphacode, a company that operates in São Paulo, Curitiba (Brazil) and Orlando (USA), responsible for the development of applications for brands such as Habib’s, Madero and TV Band, the metaverse is yet another wave that appears in the world of technology. “I have been involved in digital projects for over 20 years and have been through a lot of hype and bubbles. From that moment when each brand wanted to have its own social network, until they wanted to put games on Orkut at all costs. We’re going through some new waves right now, like NFT and Metaverse. This is not necessarily good or bad, but people who invest in technology should reflect on what the customer gains from this type of interaction.”, he points out.
Data compiled by the Bloomberg Intelligence Unit revealed that the metaverse promises to move 800 billion dollars by the year 2024, prompting giant brands like Adidas and Disney to invest in the digital universe. Nike, for example, created their own virtual world within the Roblox platform, allowing users to wear the company’s clothing and exercise through mobile devices.
For the CEO of Alphacode, it is necessary to create strategies that make sense before launching an operation in this type of technology. “I recently saw an American supermarket chain announce its arrival in the Metaverse. However, this arrival occurred in a mostly children’s game. Observing, it is possible to notice that the experience does not bring any advantage to the client, being only a brand exposure in search of, perhaps, spontaneous media. This can even be a good thing, but in many cases the account will not be closed”, he declares.
Raphael Franco believes that the customer should be the central point of any action. “Eventually, companies are leaving aside serious projects on integration, omnichannel, delivery tracking and logistics improvements so that the budget is the center of attention. However, I believe that the decisions we make in technology projects should look more at the customer and the benefits that will be generated for the public that consumes the products or services of a certain brand.”, he concludes.
Disclaimer: The information and/or opinions expressed in this article do not necessarily represent the views or editorial line of Cointelegraph. The information set forth herein should not be taken as financial advice or investment recommendation. All investment and commercial movement involve risks and it is the responsibility of each person to do their due research before making an investment decision.
It may interest you:
Investments in crypto assets are not regulated. They may not be suitable for retail investors and the full amount invested may be lost. The services or products offered are not aimed at or accessible to investors in Spain.