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1、The Big Tech in Metaverse ReportHow Meta,Qualcomm,and Microsoft are building the metaverseGuess Less.Win More.CB Insights helps the worlds leading companies make smarter technology decisions with data,not opinion.Our Technology Insights Platform provides companies with comprehensive data,expert insi
2、ghts,and work management tools that enable them to discover,understand,and make technology decisions.IIISign up for a free trial2Big tech|MetaverseI knew the platform was valuable,but theres so much more than just good research.Its the only platform with real-time visibility into every emerging tech
3、 market,and its become my starting point for every project.View success story Moran HavivStrategic Innovation,MicrosoftOur Most Popular Research on MetaverseThe metaverse could be techs next trillion-dollar opportunity:These are the companies making it a realityMetaverse of madness:13 big industries
4、 the rise of virtual worlds could disruptThese 95+AR/VR companies hint at what the metaverse has in storeAnalyzing Metas Growth Strategy:How The Tech Giant Formerly Known As Facebook Is Building The MetaverseAnalyzing Qualcomms growth strategy:How the semiconductor giant is building for the metavers
5、e and next-gen digital technologies4Big tech|MetaverseContentsWhere big tech is making moves7Meta13Qualcomm29Microsoft 455Big tech|MetaverseBig tech companies are largely entering the metaverse by expanding on core products and business units instead of building entirely new ones.Semiconductor compa
6、ny Qualcomm is developing chips for top AR/VR hardware developers.Meta is using its social media platforms to experiment with AR advertising.Microsoft is stockpiling gaming content for exclusive release on its Xbox console.Gaming is a key focus as big tech players expand virtual content to attract c
7、onsumers to metaverse platforms.Meta has acquired 8*gaming startups since 2018.In 2022,MSFT announced it would buy gaming incumbent Activision Blizzard for$68.7B.Whats next?Gaming will become increasingly competitive,with tech giants like Meta and Microsoft entering the fray.The metaverse will large
8、ly be consumer-facing,and virtual entertainment like gaming will be key in attracting users to tech giants platforms.Big tech companies will expand to own more of the metaverse value chain.Meta is attempting to build its own chips for AR/VR headsets,while Qualcomm is expanding beyond hardware to pro
9、vide AR/VR software development tools.Big tech companies will face more regulatory pressure due to concerns regarding antitrust laws,cybersecurity,and data privacy.Early signs include FTC backlash to Metas VR acquisitions and Microsoft buying an AI-powered content monitoring platform.Overview of big
10、 techs activities in the metaverseSummary of findings*FTC is suing to block Metas acquisition of Within6Big tech|MetaverseWhere big tech is making moves7How big tech is entering the metaverse8Big tech|MetaverseMeta has two distinct advantages in the metaverse:its social media platforms and its domin
11、ance in the VR space.In social media,the tech giant is integrating smartphone-based AR experiences,such as virtual try-on or branded AR filters,with Instagram and Facebook.In VR,Meta is relentlessly acquiring and developing new immersive experiences,including games,virtual worlds,and fitness,to attr
12、act and retain consumers in its VR ecosystem.Qualcomm is using its hardware expertise to target the metaverse infrastructure i.e.,technology for faster,more reliable internet and devices.The company is heavily investing in 5G infrastructures,which will improve the availability and quality of immersi
13、ve experiences like AR/VR.Further,most popular AR/VR headsets runs on Qualcomms chips.As a result,the tech giant is also creating AR/VR developer tools for automatic object recognition,motion detection,3D mapping,and more.Microsofts primary metaverse focus is gaming.The tech giant is aggressively ac
14、quiring startups and incumbents aggressively to build its internal gaming studio,which will develop content exclusively for Xbox.Microsoft is also investing resources in tools to build and maintain games,from developer platforms to content moderation software.Outside of gaming,Microsoft is investing
15、,partnering,and building within the digital twins space.Explosion in global gamersThere are over 3B gamers globally.This presents a massive opportunity for big tech companies to develop new games,gaming infrastructures,and in-game revenue streams.The next generation of internet devicesSmartphones po
16、wered the transition from desktop-based internet to mobile internet.Some big tech companies are betting metaverse devices like AR/VR headsets will ignite a similar transition and big tech will have to adapt.The internets growing role in day-to-day lifeFrom remote work to online entertainment,humans
17、are spending more time on devices and online than ever before.At its best,the metaverse will be a more natural and immersive way to engage with virtual experiences.Whats driving big tech activity in the metaverse?9Big tech|Metaverse|Market driversThe growing number of gamers worldwide indicates cons
18、umers are more comfortable with virtual entertainment than ever.This is a major boon for the metaverse,which will borrow heavily from games to provide virtual entertainment,virtual items,and close-knit online communities.As a result,big tech players are building and acquiring gaming products to acce
19、ss the steadily growing gaming market and develop their metaverse strategies.Global gamers steadily climb past 3B10One chart and description per market driverBig tech|Metaverse|Market driversThe transition to the mobile internet was both a moment of opportunity and disruption in the tech world.In 20
20、06,PC-based Microsofts market cap was 4x larger than Apples.In 2007,Apple released the iPhone,and it now boasts the largest market cap in the world.Tech giants view AR/VR devices in a similar light.To ensure they dont miss out on the next generation of internet devices,Qualcomm,Meta,Microsoft,Apple,
21、and others are investing heavily in AR/VR devices.Battle for the next generation of internet devicesSource:GS Statcounter11One chart and description per market driverBig tech|Metaverse|Market driversAs the role of the internet grows in our day-to-day lives,so does the need for excellent internet inf
22、rastructure.Big tech players are developing cloud,edge,and 5G solutions to support a seamless internet experience.This will usher in the low-latency,high-compute infrastructure necessary to power the metaverse.The internets growing role in our day-to-day lives also means more metaverse opportunities
23、,from virtual entertainment to remote work to online health visits.Consumers spend nearly 7 hours a day onlineSource:GWI&Hootsuite12One chart and description per market driverBig tech|Metaverse|Market driversMeta13GamingMeta is aggressively acquiring gaming startups to build out its metaverse conten
24、t.Ad&marketingMeta is attracting brands to its metaverse platforms by partnering with AR advertising startups and building customizable immersive experiences.HardwareMeta turns to partnerships and acquisitions for AR/VR hardware as its internal hardware R&D teams struggle with challenges such as chi
25、p manufacturing and BCIs.Where Meta is focusing14Big tech|Metaverse|Meta2018 2022(as of 9/15/2022)Metas metaverse strategy mapNote:Selected categories not an exhaustive list of Metas metaverse strategy&activity*Asterisk denotes a pending acquisition15GamingImmersive ad,marketing,and retailHardwareIn
26、vestmentAcquisitionPartnershipBig tech|Metaverse|MetaBeat GamesDownpour InteractiveUnit2GamingBig BoxPlayGigaReady at DawnSanzaruUbisoftPerfect CorpBalenciagaPresizeModiFaceVntanaCG TraderDressXQualcommAMDInomizeSonicsLemnisTechnologiesNvidiaCTRL LabsLofeltInworld AIWithin*PradaThom BrowneMeta build
27、s a gaming empire16Theme 1:GamingBigBox VRReady at DawnAcquired:6/11/2021BigBox VR is a game studio mostly focused on battle royale games for virtual reality,including Population:One,which has been described as“the FortNite of VR.”Acquired:4/30/2021Downpour Interactive is a VR gaming studio.Its feat
28、ure game,Onward,is a Call of Duty-inspired first-person shooter(FPS)game.Acquired:6/22/2020Ready At Dawn Studios is the VR startup responsible for the Echo series,in which players can solve puzzles and battle robots in simulated zero-gravity environments.SanzaruAcquired:2/25/2020Meta acquired Sanzar
29、u shortly after the VR studio released its award-winning fantasy adventure game,Asgards Wrath.Meta acquires four VR-gaming studios17Downpour InteractiveBig tech|Metaverse|MetaMeta acquires cloud gaming startup PlayGigaMeta launches cloud gaming platform12/18/2019$78MAcquired:Amount:PlayGiga develope
30、d a cloud-based platform to host games for telecoms,media companies,and internet service providers(B2B2C).The acquisition occurred a month after Microsoft released its cloud gaming platform,Xbox Cloud Gaming,and Google released its cloud gaming platform,Stadia.About:10/26/2020Product release:Less th
31、an a year after PlayGigas acquisition,Meta announced Cloud Games.Metas cloud gaming platform is currently available via web browser,Android,and iOS.The tech giant is reportedlytesting to see if it can host VR-powered cloud games.In July 2021,the tech giant claimed over 1.5M used its cloud gaming pla
32、tform.About:Cloud gaming acquisition powers new product18Big tech|Metaverse|MetaMeta acquires Beat Games,creator of Beat SaberMeta acquires*Within,the studio behind Supernatural(11/16/2019)Acquired:Beat Saber was Metas first disclosed pure-play VR acquisition since it purchased Oculus in 2014.Beat S
33、aber,a VR game where players slash at blocks to the rhythm of selected songs,has sold over 4M copies,generated about$180M in revenue in under 3 years,and was the most downloaded game on PlayStation VR in 2021.About:(10/29/2021)Acquired*:Supernatural transports players into immersive worlds where the
34、y can squat to duck through floating rings and slash at oncoming projectiles.Friends can compete against each other for top spots on leaderboards or take workout classes led by Supernaturals workout coaches or celebrity guests.As of August 2022,the FTC is suing to block the acquisition due to antitr
35、ust concerns.About:Meta buys two gamified VR fitness startupsImg:Beat Saber,Within19*Metas acquisition of Within(Supernatural)is on pause due to SEC pressure.Big tech|Metaverse|MetaMeta explores marketing in the metaverse20Theme 2:AdvertisingAcquiredN/ALatest round:Amount:In April 2022,Meta acquired
36、 PreSize,which makes a white-label body-scan tool that measures customers bodies to help them buy clothes that fit.About:Meta enhances try-on tech for AR advertising21Perfect Corp.integrates with Facebook for AR beauty try-onsSeptember 3,2021|Facebook,Modiface offer breakthrough beauty techDecember
37、3,2021|Big tech|Metaverse|MetaVNTANACGTrader4/26/2022Partnered:VNTANAs technology optimizes existing 3D designs and scans to meet web,media,and game-engine standards.Through this partnership,brands interested in uploading 3D or AR content can use VNTANA to convert 3D files to Facebook or Instagram s
38、tandards instead of taking days to meet Metas design requirements.About:4/11/2022Partnered:CGTrader is a 3D model marketplace and design studio where users can quickly access pre-made 3D content or use tools to develop their own.Through the startups partnership with Meta,CGTrader users can automatic
39、ally convert 3D models into content that meets Meta platforms standards for AR-based advertising.About:Meta integrates with immersive ad startups22Big tech|Metaverse|MetaHorizon Worlds is Metas VR-based virtual world,where users can come together to play games,build new landscapes,and even attend VR
40、 comedy shows.Brands are building custom experiences in Horizon Worlds to engage with consumers in new fun and immersive ways.In June 2022,BMW-owned MINI developed its MINIVerse,a Go-Kart style racing game.Similarly,instrument manufacturer Fender uses Horizon Worlds to host its Stratoverse,a guitar-
41、shaped island where users can take on an air guitar challenge or compete in guitar trivia.Brands tap Horizon Worlds for custom experiences23Big tech|Metaverse|MetaMeta finds strategic partners and acquisitions for its AR/VR hardware24Theme 3:HardwareMeta partners with chipmakers to power its metaver
42、se25Meta has a giant new AI supercomputer to shape the metaverse(Nvidia partnership)January 24,2021|AMD collaborates with Meta to help make the metaverse a realityMay 12,2022|Meta collaborates with Israels Inomizeto develop metaverse chipsOctober 1,2021|Meta selects Qualcomm chips for Ray-Ban smart
43、glassesApril 11,2022|Big tech|Metaverse|MetaMeta acquires chip company SonicsMetas silicon team faces setbacks3/13/2019Acquired:Meta acquired chip company Sonics about 6 months after the tech giant revealed it was building an internal chip team.When asked about the acquisition,a Meta spokesperson sa
44、id,“Were rapidly developing new VR and AR products and deepening our technology expertise in silicon is an important step for our 10-year roadmap.”About:4/11/2022Project paused:Despite its acquisition and internal R&D efforts,Meta has reportedly put its chip project,Brasilia,on pause as its slow pro
45、gress would hinder the development of Meta XR devices.While the tech giant has turned to Qualcomm for AR/VR chips,Meta will likely continue to pursue chip development as it looks to own more of its XR supply chain and cut manufacturing costs.About:as it faces challenges with in-house chips26Big tech
46、|Metaverse|MetaMeta is also developing hardware to change the way people interact with AR/VR and,by extension,the metaverse.In March 2019,Meta published research on how a head-mounted brain computer interface(BCI)could enable people to interact with computers through their thoughts.It then acquired
47、CTRL-Labs,a startup using a wristband to translate muscular and electrical signals from the brain into computer instructions,for$1B in September 2019.Meta has since discontinued its internal head-mounted BCI research to focus solely on CTRL-Labs wristband.In 2021,the tech giant showed off how an AI-
48、powered wristband can interpret gestures and movements as commands in AR/VR environments.Meta buys brain-computing startup for$1B27Big tech|Metaverse|MetaMeta plans point to key trends for 202128GamingImmersive marketingMetaverse hardwareTakeawaysMetas gaming strategy has largely depended on inorgan
49、ic acquisition especially within VR as its Oculus platform enables access to performance metrics like game downloads,retention,and more.Meta is leveraging existing social media platforms like Facebook and Instagram to help brands provide immersive advertising experiences(e.g.AR try-on or 3D products
50、).Metas challenges in its internal hardware teams have forced the tech giant to seek out strategic partners and acquisitions.ImplicationsIn the short-term,Meta may pull back on acquiring VR-based entertainment due to FTC woes.However,in the longer-term,Meta will continue to aggressively acquire cont