5 Use Cases for Immersive Technology and the Metaverse
“Immersive” Has Replaced “Metaverse” And Taken Centre Stage
As the world continues to move towards more immersive, spatial and interactive experiences, the concept of the “metaverse” has become increasingly popular. However, the term “metaverse” has become associated with bluff and nonsense, resulting in a devaluing of the term. But that doesn’t mean the actual technology innovation that is virtual, augmented, spatial and immersive is any less diminished. In fact I’d argue the opposite is true, and that we are on the cusp of a significant change in the way we interact with the Internet.
Apple have helped the cause with the announcement of the Vision Pro mixed reality headset next year, but that’s not the reason for being excited about what’s coming. The change is already happening with many brands and industries adopting immersive technologies for a range of use cases. So, simply to keep it easy to write this piece, I’ve bundled virtual, immersive, augmented and spatial into the single, one word term to define all the different flavours of them all; the metaverse.
Essentially, the metaverse et al is the internet in 3D, complete with digital representations of people, places, and things. While it has often been associated with gaming, the utility of the metaverse extends far beyond that. We saw this earlier this year at the Mobile World Congress 2023 in Barcelona where the focus was on the real-world applications of immersive technology. From virtual shops to virtual courtrooms, the metaverse is being used in ways that were once thought impossible.
Here are five use cases that suggest the metaverse is closer to reality than you might think:
1. The Metaverse Is More Than Just Gaming
While gaming has traditionally been the primary use case for the metaverse, that is rapidly changing. At MWC2023, the focus was on the real-world applications of immersive technology.
For example, companies like Bloomingdale’s and Lacoste have already opened virtual stores in different metaverse environments, while JP Morgan and Axa Insurance have both opened virtual banks and insurance offices in the metaverse. This represents a shift towards using the metaverse for practical purposes, not just entertainment.
2. The Metaverse Is Revolutionising Travel
Travel is another industry that is being revolutionised by the metaverse. By creating virtual representations of destinations and hotels, customers can experience them before buying, instead of looking at flat 2D pics or a video.
Seoul and Antwerp are two cities that have built virtual reality versions of their cities for tourists. This allows travellers to get a feel for the city before they arrive, and can even help them plan their itinerary.
3. The Metaverse Is Changing The Way We Work
With the use of virtual meeting rooms and offices, the metaverse is changing the way we work. The European Union famously held a VR party in November to promote its work in the Metaverse, but nobody showed up — not the point.
Accenture have the N’th Floor and use VR to onboard new hires — 150,000 people so far. This represents a shift towards more remote work, and could have a significant impact on the future of work.
4. The Metaverse Is Entering The World of Justice
A real-life two-hour court case was held entirely in the metaverse, with a judge in Colombia holding a court hearing in Meta’s Horizon Workrooms. This represents a significant shift in the way we think about the justice system, and could have far-reaching implications.
5. The Metaverse Is Changing The Way Celebrate Relationships
Finally, the metaverse is changing the way we celebrate relationships. Venture capitalist Sheel Mohnot and attorney Amruta Godbole got married at Taco Bell’s in the virtual world of Decentraland, allowing invited guests and members of the public to take part in the festivities. This represents a shift towards more virtual celebrations, and could have implications for the events industry.
Watch the trailer for the Taco Bell metaverse wedding here…
Tomorrow’s Digital World Will Be Built on Immersive and Virtual Technology
While the metaverse is still in its early stages, it is clear that it has the potential to revolutionise the way we live, work, and play. In particular, the industrial metaverse represents a significant opportunity for businesses to plan, troubleshoot, design, and fix problems and issues in a digital representation of the real world. With 8 in 10 global organizations investing in technology to create virtual environments, it is clear that the metaverse is here to stay.
Brand Strategies In Emerging Technologies
I have tracked, traced and reviewed the use of emerging technologies by over 250 consumer brands. They all point to one thing; building brand value through better customer engagement.
To access the Index, click this link: 👉 https://rickhuckstep.gumroad.com/l/metaverse-strategies
About The Author
Rick Huckstep is a writer, podcaster and YouTuber with a passion for emerging technologies and the way they will shape tomorrow’s digital world.
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