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1、Gradually,then suddenly:Te metaverse is changing the way we experience the internetTe MetaverseMetaverse:Evolution,then RevolutionTechnologyand creativity will accelerate the metaverse 7And it all needs to be responsible 19Building toward our metaverse vision 21Metaverse:A continuum that will transf
2、orm all parts of the businesses8Conclusion:How to reap value from the metaverse 20Research methodology22Its time tocut throughthe hype4Where isthe value?10ContentsMetaverse:Evolution,then Revolution2Since starting the Metaverse Continuum Business Group,we know that there is enormous potential for co
3、nsumers and businesses:The metaverse is the next iteration of our digital future.It is revolutionizing how we work and opening new doors for value generation across industries.The metaverse is also transforming economies and social spaces,as an ever-expanding Internet of Place and Ownership.To tap i
4、nto this potential,businesses can pair technology with creativity,driving experiences that will invigorate our lives,work and society.Executive SummaryIts time toembrace thenew world.Metaverse:Evolution,then Revolution3Its time to cutthrough the hypeMetaverse is a buzzword with fluctuating definitio
5、ns.Is it the same as Web3?Are there other words to define it?Will my company look cool if we say it?And does it really matter?Some have a short-sighted vision of the metaverse as a bleak,computerized world powered by people in virtual reality(VR)headsets.But once we cut through the misconceptions an
6、d hype,its potential is clear.The swath of contingent technologies will evolve and converge,as the Internet of Place and Ownership opens bold new opportunities for businesses and consumers.The metaverse will impact people,too.It is a revolutionary virtual addition to our world that is enriching the
7、human experience with new possibilities,not detracting from it.The metaverse will become a place where humans will find purpose,love and friends across a new type of internet,opening aspects of each individual that will disrupt work models and form powerful communities.How do we begin?To gain a bett
8、er understanding of this potential,lets start with definitions.The 3D evolution of the internet is underway.This is what we call the Internet of Place,adding a sense of space to the digital world and bringing digital elements to our physical lives.It contains a continuum of virtual realms that opera
9、te across a spectrum.On one side,there are virtual worlds and locations where people converse,trade and socialize.On the other,an augmented reality(AR)layer overlays our physical world,creating new opportunities for interaction and engagement.Users access these realms in 2D and 3D,accessible via dev
10、ices such as headsets,phones,and computers.Significant advances in real-time rendering of photorealistic environments,true-to-life virtual physics,artificial intelligence and real-time 3D creation tools such as Unreal Engine or Unity support the creation of these environments.With these technologies
11、,the Internet of Place will expand as new communities form and grow.Additionally,a“Mirror World”is created when virtual places are linked to the real world via digital twins.At their core,digital twins replicate the performance of individuals,physical assets and processes in a virtual environment to
12、 help us understand how these objects might behave under a variety of circumstances.We also see the Internet of Ownership developing quicklya digitally native infrastructure powered by technologies such as blockchain,decentralized identities,confidential computing and more that creates the ability f
13、or people to carry their identity,money and objects from place to place in the digital world.The driving cultural force behind the Internet of Ownership is known as Web3.This user-led movement emphasizes digital ownership and transparency in the products and services that make up the Web3 ecosystem.
14、Metaverse:Evolution,then Revolution4As a user-centric movement,Web3 leverages the vast ecosystem of distributed data technologies behind the Internet of Ownership.While specific technologies are highlighted above,the key enabler of the Internet of Ownership is its tokens.Tokens are the digital encap
15、sulation of rights and obligations that when transacted upon by owners can transfer financial,functional or social value to others.Tokenization is what will enable users to carry their identities,money and objects from place to place in the digital world.The Internet of Place can exist without the I
16、nternet of Ownership,and vice versabut only together can they help to realize the full value of the metaverse.As they combine over the next decade,we believe people,organizations and ecosystems will find entirely new sources of value.This fusion will create a brand-new spectrum of digital worlds,rea
17、lities and business models ripe for exploration.In the Accenture Technology Vision 2022,we call this the Metaverse Continuum,where immersive technologies and new types of ownership combine to bring about the next era of our digital lives.Figure-1:Accentures analysis of earning call transcripts shows
18、 that interest around the metaverse continues to remain strong.The total mentions of metaverse-related keywordsincreased a staggering 212%during 2022Q2 over 2020Q1.5851117114611041553187115082343193818282020Q12021Q12020Q32021Q32022Q12020Q22021Q22020Q42021Q42022Q2Total mentionsMetaverse:Evolution,the
19、n Revolution5Before embracing the metaverse,businesses are asking important questions:“Will the metaverse help us save money?How will it help my growth targets?How can the metaverse increase the time to market for our products and services?When will it happen?”Our response is the same to all busines
20、ses:There is value in the metaverse right now for anyone to reap,and the capturable valuable will increase dramatically with time.Major players in the automotive,retail and banking industries have already begun their metaverse journeys:Automotive companies are creating exciting“phygital”launches of
21、new vehicle models as well as using augmented reality and digital twins to improve manufacturing and quality assurance processes in facilities and across their supply chains.Luxury brands are using tokens to create digital twins of physical clothing items and leveraging AR virtual shopping experienc
22、es.Banks are creating customer-centric experiences in virtual environments to reduce queues,and using VR training to simulate client interactions in a safe,realistic setting.Its time to act.Finding value in the metaverse is not a distant ambition,and businesses can start capturing value today.Accent
23、ures metaverse vision:“We see the metaverse as a continuum that spans the spectrum of digitally enhanced worlds,realities and business models.It applies across all aspects of business,from consumer to worker and across the entire enterprise;from realit to virtual and back;from 2D to 3D;and from the
24、cloud and artifcial intelligence to extended realit,blockchain,digital twins,edge technologies and beyond.”Metaverse:Evolution,then Revolution6Technology and creativity will accelerate the metaverse Weve seen this story before:Technology has always accelerated human creativity and ingenuity.From the
25、 earliest discoveries of fire to modern computing devices,weve used technology to express ourselves,connect and improve lives.We also know that technology drives major cultural shifts.Were at the dawn of the next culture-defining moment,as we express and connect in new and exciting ways.And we must
26、prepare for it.The technology behind the metaverse is certainly exciting,but the most important element is us,as humans.Its the well-designed,creative and frictionless experiencesimagined by peoplethat will make the metaverse stick.Thats because great metaverse experiences,products and services requ
27、ire an understanding of human needs.This needs to satisfy the core drivers influencing human behaviorthe desire for material(such as a car)and immaterial things(such as influence),to bond,to satisfy curiosity,to protect and for emotional experiences like pleasure and excitement.But most importantly,
28、the technology behind these experiences must be invisible.Weve all seen failed and abandoned metaverse experiences spurred by the initial hype.Much like physical experiential marketing,an experience in the metaverse is only alive when people are there to create the buzz of conversations and discussi
29、ons.Metaverse experiences require diverse creative teams to fully come to life.Event planners,architects,theme park designers,film writers and game designers are just a few examples of the diverse talent needed to supplement the typical marketing teams.We dont yet know the precise path of metaverse
30、adoption because many of the contributing technologies are still in development.This is like the technologies behind mobile phones,which existed for decades,but only became clear when they evolved into the smartphones we use today.The train of adoption keeps pushing forward;and we must catch it and
31、continue to learn as it moves into the new horizon.Metaverse:Evolution,then Revolution7Metaverse:A continuum that will transform all parts of the businessesSo where do we start?Lets explore how the metaverse will shape customers,enterprises,industries and the economy.Te fnancial infrastructure that
32、underpins it allThe metaverse will become an important economic and financial environment,underpinned by a vibrant economy where businesses will find new opportunities to offer products and services,and customers will trade in the new reality.Digital currencies already provide a new means for users
33、to store value and exchange assets in the metaverse,using wallets that convey a new sense of identity.1 Additionally,central banks will continue to develop central bank digital currencies(CBDC),which will serve as another,potentially more stable,means for users to store value and exchange in the met
34、averse in the future.An economy thrives when it is backed by a diverse network of stable and trusted currencies that will evolve as the metaverse grows.It is important to ensure financial regulation and compliance in a metaverse environment.How the metaverse will impact customers Virtual platforms a
35、nd buzz-worthy brand activations are just the tip of the iceberg.Meeting customer needs in the metaverse means blending physical and digital touchpoints to create purposeful,value-adding and frictionless products,services and experiences.For example,3D commerce gives customers a new way to buy,drivi
36、ng acquisition and retention.Tokenization creates new forms of social,functional and emotional value for customers,increasing brand loyalty and engagement.And blockchain-enabled traceability in supply chains gives customers a better understanding of where their products come from.These are only a fe
37、w applications of the many to come.Yet by reframing metaverse technologies and experiences as a suite of tools to help solve unmet customer needs like these,our clients are already seeing new revenue streams.How the metaverse will impact enterprises The metaverse will make enterprise intranets as we
38、 know them today obsolete,replacing them with immersive,virtual town squares where employees can collaborate,socialize,create and celebrate together.However,this is not about replacing eight hours of video calls with eight hours of VR meetingsfar from it.Its about identifying the ways in which the m
39、etaverse adds value to the employee experience,making work easier and more impactful.Training is one example.Virtual worlds allow for a more engaging shift in workplace learning.Instead of cheesy instructional videos,employees can practice and apply skills in a real-time immersive setting alongside
40、others.This applies to everything from learning culture and core values via an onboarding experience when an employee joins a new company,to a safe space to practice complex,high-risk and hazardous scenarios,to improving soft skills,where empathy and the nuances of human behavior matter.Metaverse:Ev
41、olution,then Revolution8How the metaverse will impactcomplex ecosystems Businesses are always seeking new efficiencies,especially during times of economic unpredictability.The metaverse optimizes how a product is sourced,created and brought to market through the power of virtual simulations and a ne
42、w level of partner collaborationseparating industries from their inward facing organizations.In an industrial setting,businesses are increasingly leveraging 3D simulations and digital twins to test and learn.In virtual versions of their businesses,they can measure and predict the effects of changes
43、and improve connections between workers and supply chains through advanced true-to-life simulations.These improvements could be a shift to a new manufacturing technique,a more efficient store layout or new product designs.However,there is nothing constraining the power of immersive digital twins to
44、the industrial setting.Increasingly,this value stream is breaking free of the manufacturing facility and into diverse usage cases from improving hospital operations to generating snow on ski mountains to port operations.“Te interest in exploring the metaverse comes primarily from the need to analyze
45、 any trends that have potentialto transform,revolutionize or improve business,e.g.,the retail space in the case of Carrefour,”Nicolas Safs,Innovation Director at Carrefour Group.Metaverse:Evolution,then Revolution9Executives expect returns from their metaverse investments in the short run.According
46、to the Accenture Business Trends Survey conducted in April May 2022,respondents in companies having some form of a strategy around the metaverse believe that in the next three years,a 4.2%share of their revenues will come from new products,services or business models related to the metaverse.This re
47、presents a value of$1 trillion.We see the same trend reflected in the Accenture CxO survey conducted during the same period too.Eighty-nine percent of 3,200 executives surveyed agree that the metaverse will have an important role in their organizations future growth.The metaverse has vast potential,
48、underpinning the very infrastructure of new and existing economies while benefitting consumers and businesses.We can tap into its potential today,while planning for new business opportunities that lie ahead.As mentioned,we divide the metaverse into three key areasconsumer,enterprise,industrial.In th
49、e next section,well describe where and how value is emerging across these areas.Where isthe value?Metaverse:Evolution,then Revolution10Figure 2:Across many industries,executives are most interested in metaverse use cases associated with consumer product and service experiences.Source:Accenture CxO S
50、urvey,AprilMay 2022:(n=3200)Question:Which metaverse use cases are you most interested in exploring at present?Aerospaceand Defense6%14%42%10%28%4%17%25%22%32%6%10%17%33%34%4%11%20%29%36%4%21%18%23%34%6%17%30%21%26%3%15%17%27%38%16%7%31%20%26%6%8%22%32%32%7%8%18%19%48%5%12%29%29%25%24%13%29%18%16%5%