The metaverse in adolescence and in search of a commercial impulse

On the occasion of theIMAgine Day Metavers, Jean-Luc CouasnonPartner at Gartnerdefended the interest for comex now interested in metaverse. The maturity is scheduled for 2030.

Metaverse, myth or reality? Jean-Luc CouasnonSenior Executive Partner at Gartnerasked the question in the preamble during the meeting organized by theIMA in cooperation with Reality, he quickly clarified.

But reality does not rhyme with maturity, adds the IT specialist. Indeed, the company and its advisors believe that the maturity stage of the metaverse is located nearby 2030.

The Comex hot topic metaverse

Today the metaverse can be thought of as still in the teens, like the internet in 1995. But in the world of technology, the changes are fast. Jean-Luc Couasnon recalls that in 1995, 10 years later, few experts expected the appearance of the smartphone.

The consultant therefore encourages companies to take an interest in the metaverse and its capabilities for their operations now. This is therefore Jean-Luc Couasnon’s recommendation to Comex representatives.

Jean-Luc Couasnon, Partner at Gartner – ©

This one ” shared, collective and virtual space created by the convergence of physical and digital reality is thus described as the evolution of the Internet – more than a revolution. And this evolution is being prepared.

In fact, organizations have already taken initiatives in this area. In front of Gartnerbut it is appropriate to speak of mini versions ” instead of metaverserequiring convergences and standards between these various existing virtual universes.

Break down the silos to go from mini verses to metaverses

The expansion of the physical world will be in the digital world. It will be based on shared, secure data coming from the physical world. Today we are not here,” the Gartner leader analyzes.

“We are on digital twins, from augmented reality… There are still steps to be taken to be in the metaverse,” he continues. And according to him the steps to be taken are not really technological.

“It’s definitely not techno. The offers are legion. The problem is rather to know how are we going to achieve standards? and bringing interests together” to break out of current silos, including those supported by Web3.

The news is that every technology vendor has its own metaverse,” notes Jean-Luc Couasnon.

This one fragmentation adoption does not promote. For example, Gartner estimates that “less than 1% of people” working in a digital worlda miniverse”.

Strengthening use cases in 2030

Still, the trend should accelerate. The company estimates that this share will rise to 10% in 2025. The coming years, between 2022 and 2026, should see the emergence of “advanced metaverse solutions”. But on condition that the actors succeed in sharing content, standards, data… in order to get out of the existing silos.

Moreover, by 2026, 30% of organizations will have metaverse-ready products and servicesdarling Gartner. 25% of people should also spend at least 1 hour per day on the metaverse.

Jean-Luc Couasnon, Partner at Gartner – ©

In the longer term, in 2030the advisers are counting on a reinforcement of use case and an extension of scope of the metaverse (events, meetings, sales, customer service, training, etc.).

On the other hand, Gartner predicts a less encouraging outlook tripling health care costs by 2040due to the massification of the use of the metaverse and the disorders that would result.

Technos looking for commercial momentum

The advisor and speaker Frederic Cavazza also takes reservations. According to him, the technological building blocks of the metaverse have been around for a while.

What this ecosystem of technologies and applications lacks is a new commercial impulse,” he says.

This applies to virtual reality and augmented reality. By renaming itself Meta, Facebook has boosted its VR business, whose adoption in B2C and B2B is slow.

Frédéric Cavazza thus draws a parallel between telephony and its different generations (3G, 4G, 5G, etc.) and the metaverse. “It’s a concept whose main goal is to rekindle commercial interest. And it works,” he says.

He doesn’t spare the Web3 either, in his opinion not essential to make the metaverse. The speaker thus refers to the low number of users of services such as The Sandbox or Decentraland.

Web3 must go beyond crypto speculators

The challenge for the promoters of the Web3 metaverse is therefore to attract new users,” past crypto speculators and NFTs “.

It is such users that the Casino group has managed to win, in particular through a game developed on The sandpit for Club Leader Price members.

To be won: No crypto, but NFTs that correspond to coupons, among other things. Thus, these Web3 operations are the opportunity for a distributor to carry out marketing actions without depending on major platforms such as Google or Meta.

Is it possible to get out of platform dependency with Web3? Perhaps. You have to believe. It requires investment, knowledge and skills,” concludes Frédéric Cavazza.

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