Accenture+元宇宙：進(jìn)化論然后是革命-24正式版

?eMetaverseEvolution,thenRevolutionGradually,thensuddenly:?emetaverseischangingthewayweexperiencetheinternet每日免費(fèi)獲取報(bào)告1、每日微信群內(nèi)分享7+最新重磅報(bào)告；2、每日分享當(dāng)日華爾街日報(bào)、金融時(shí)報(bào)；3、每周分享經(jīng)濟(jì)學(xué)人4、行研報(bào)告均為公開版，權(quán)利歸原作者所有，起點(diǎn)財(cái)經(jīng)僅分發(fā)做內(nèi)部學(xué)習(xí)。掃一掃二維碼關(guān)注公號回復(fù)：研究報(bào)告加入“起點(diǎn)財(cái)經(jīng)”微信群。。Metaverse:Evolution,thenRevolutionContentsIt’stimetocutthroughthehypeTechnologyMetaverse:AcontinuumthatwilltransformallpartsofthebusinessesWhereisthevalue?AnditallneedstoberesponsibleConclusion:HowtoreapvaluefromthemetaverseBuildingtowardourmetaversevisionResearchmethodologyandcreativitywillacceleratethemetaverse4

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222Metaverse:Evolution,thenRevolutionExecutiveSummaryIt’stimetoembracethenewworld.SincestartingtheMetaverseContinuumBusinessGroup,weknowthatthereisenormouspotentialforconsumersandbusinesses:Themetaverseisthenextiterationofourdigitalfuture.Itisrevolutionizinghowweworkandopeningnewdoorsforvaluegenerationacrossindustries.Themetaverseisalsotransformingeconomiesandsocialspaces,asanever-expandingInternetofPlaceandOwnership.Totapintothispotential,businessescanpairtechnologywithcreativity,drivingexperiencesthatwillinvigorateourlives,workandsociety.3Metaverse:Evolution,thenRevolutionIt’stimetocutthroughthehypeThemetaversewillimpactpeople,too.Itisarevolutionaryvirtualadditiontoourworldthatisenrichingthehumanexperiencewithnewpossibilities,notdetractingfromit.Themetaversewillbecomeaplacewherehumanswill?ndpurpose,loveandfriendsacrossanewtypeofinternet,openingaspectsofeachindividualthatwilldisruptworkmodelsandformpowerfulcommunities.timerenderingofphotorealisticenvironments,true-to-lifevirtualphysics,arti?cialintelligenceandreal-time3DcreationtoolssuchasUnrealEngineorUnitysupportthecreationoftheseenvironments.Withthesetechnologies,theInternetofPlacewillexpandasnewcommunitiesformandgrow.Additionally,a“MirrorWorld”iscreatedwhenvirtualplacesarelinkedtotherealworldviadigitaltwins.Attheircore,digitaltwinsreplicatetheperformanceofindividuals,physicalassetsandprocessesinavirtualenvironmenttohelpusunderstandhowtheseobjectsmightbehaveunderavarietyofcircumstances.Howdowebegin?Togainabetterunderstandingofthispotential,let’sstartwithde?nitions.The3Devolutionoftheinternetisunderway.ThisiswhatwecalltheInternetofPlace,addingasenseofspacetothedigitalworldandbringingdigitalelementstoourphysicallives.Itcontainsacontinuumofvirtualrealmsthatoperateacrossaspectrum.Ononeside,therearevirtualworldsandlocationswherepeopleconverse,tradeandsocialize.Ontheother,anaugmentedreality(AR)layeroverlaysourphysicalworld,creatingnewopportunitiesforinteractionandengagement.WealsoseetheInternetofOwnershipMetaverseisabuzzwordwith?uctuatingde?nitions.IsitthesameasWeb3?Arethereotherwordstode?neit?Willmycompanylookcoolifwesayit?Anddoesitreallymatter?Somehaveashort-sightedvisionofthemetaverseasableak,computerizedworldpoweredbypeopleinvirtualreality(VR)headsets.Butoncewecutthroughthemisconceptionsandhype,itspotentialisclear.Theswathofcontingenttechnologieswillevolveandconverge,astheInternetofPlaceandOwnershipopensboldnewopportunitiesforbusinessesandconsumers.developingquickly—adigitallynativeinfrastructurepoweredbytechnologiessuchasblockchain,decentralizedidentities,con?dentialcomputingandmorethatcreatestheabilityforpeopletocarrytheiridentity,moneyandobjectsfromplacetoplaceinthedigitalworld.ThedrivingculturalforcebehindtheInternetofOwnershipisknownasWeb3.Thisuser-ledmovementemphasizesdigitalownershipandtransparencyintheproductsandservicesthatmakeuptheWeb3ecosystem.Usersaccesstheserealmsin2Dand3D,accessibleviadevicessuchasheadsets,phones,andcomputers.Signi?cantadvancesinreal-4Metaverse:Evolution,thenRevolutionAsauser-centricmovement,Web3leveragesthevastecosystemofdistributeddataorganizationsandecosystemswill?ndentirelynewsourcesofvalue.Thisfusionwillcreateabrand-newspectrumofdigitalworlds,realitiesandbusinessmodelsripeforexploration.IntheAccentureTechnologyVision2022,wecallthistheMetaverseContinuum,whereimmersivetechnologiesandnewtypesofownershipcombinetobringaboutthenexteraofourdigitallives.technologiesbehindtheInternetofOwnership.Whilespeci?ctechnologiesarehighlightedabove,thekeyenableroftheInternetofOwnershipisitstokens.Tokensarethedigitalencapsulationofrightsandobligationsthatwhentransacteduponbyownerscantransfer?nancial,functionalorsocialvaluetoothers.Tokenizationiswhatwillenableuserstocarrytheiridentities,moneyandobjectsfromplacetoplaceinthedigitalworld.234319381871182815531508111711041146TheInternetofPlacecanexistwithouttheInternetofOwnership,andviceversa—butonlytogethercantheyhelptorealizethefullvalueofthemetaverse.Astheycombineoverthenextdecade,webelievepeople,585TotalmentionsFigure-1:Accenture’sanalysisofearningcalltranscriptsshowsthatinterestaroundthemetaversecontinuestoremainstrong.Thetotalmentionsofmetaverse-relatedkeywordsincreasedastaggering212%during2022Q2over2020Q1.5Metaverse:Evolution,thenRevolutionAccenture’smetaversevision:“Weseethemetaverseasacontinuumthatspansthespectrumofdigitallyenhancedworlds,realitiesandbusinessmodels.Itappliesacrossallaspectsofbusiness,fromconsumertoworkerandacrosstheentireenterprise;fromreali-tovirtualandback;from2Dto3D;andfromthecloudandarti?cialintelligencetoextendedreali-,blockchain,digitaltwins,edgetechnologiesandbeyond.”Beforeembracingthemetaverse,businessesareaskingimportantquestions:“Willthemetaversehelpussavemoney?Howwillithelpmygrowthtargets?Howcanthemetaverseincreasethetimetomarketforourproductsandservices?Whenwillithappen?”?Automotivecompaniesarecreatingexciting“phygital”launchesofnewvehiclemodelsaswellasusingaugmentedrealityanddigitaltwinstoimprovemanufacturingandqualityassuranceprocessesinfacilitiesandacrosstheirsupplychains.?LuxurybrandsareusingtokenstocreatedigitaltwinsofphysicalclothingitemsandleveragingARvirtualshoppingexperiences.Ourresponseisthesametoallbusinesses:Thereisvalueinthemetaverserightnowforanyonetoreap,andthecapturablevaluablewillincreasedramaticallywithtime.?Banksarecreatingcustomer-centricexperiencesinvirtualenvironmentstoreducequeues,andusingVRtrainingtosimulateclientinteractionsinasafe,realisticsetting.Majorplayersintheautomotive,retailandbankingindustrieshavealreadybeguntheirmetaversejourneys:It’stimetoact.Findingvalueinthemetaverseisnotadistantambition,andbusinessescanstartcapturingvaluetoday.6Metaverse:Evolution,thenRevolutionTechnologyandcreativitywillacceleratethemetaverseWhaes’vaelwsaeyesnatchcisesletorartyebdehfourme:aTneccrhenaotilvoitgyyandWe’veallseenfailedandabandonedmetaverseexperiencesspurredbytheinitialhype.Muchlikephysicalexperientialmarketing,anexperienceinthemetaverseisonlyalivewhenpeoplearetheretocreatethebuzzofconversationsanddiscussions.ingenuity.Fromtheearliestdiscoveriesof?retomoderncomputingdevices,we’veusedtechnologytoexpressourselves,connectandimprovelives.Wealsoknowthattechnologydrivesmajorculturalshifts.We’reatthedawnofthenextculture-de?ningmoment,asweexpressandconnectinnewandexcitingways.Andwemustprepareforit.Metaverseexperiencesrequirediversecreativeteamstofullycometolife.Eventplanners,architects,themeparkdesigners,?lmwritersandgamedesignersarejustafewexamplesofthediversetalentneededtosupplementthetypicalmarketingteams.Thetechnologybehindthemetaverseiscertainlyexciting,butthemostimportantelementisus,ashumans.It’sthewell-designed,creativeandfrictionlessexperiences—imaginedbypeople—thatwillmakethemetaversestick.Wedon’tyetknowtheprecisepathofmetaverseadoptionbecausemanyofthecontributingtechnologiesarestillindevelopment.Thisislikethetechnologiesbehindmobilephones,whichexistedfordecades,butonlybecameclearwhentheyevolvedintothesmartphonesweusetoday.Thetrainofadoptionkeepspushingforward;andwemustcatchitandcontinuetolearnasitmovesintothenewhorizon.That’sbecausegreatmetaverseexperiences,productsandservicesrequireanunderstandingofhumanneeds.Thisneedstosatisfythecoredriversin?uencinghumanbehavior—thedesireformaterial(suchasacar)andimmaterialthings(suchasin?uence),tobond,tosatisfycuriosity,toprotectandforemotionalexperienceslikepleasureandexcitement.Butmostimportantly,thetechnologybehindtheseexperiencesmustbeinvisible.7Metaverse:Evolution,thenRevolutionMetaverse:AcontinuumthatwilltransformallpartsofthebusinessesSowheredowestart?Let’sexplorehowthemetaversewillshapecustomers,enterprises,industriesandtheeconomy.Aneconomythriveswhenitisbackedbyaandengagement.Andblockchain-enabledtraceabilityinsupplychainsgivescustomersabetterunderstandingofwheretheirproductscomefrom.identifyingthewaysinwhichthemetaverseaddsvaluetotheemployeeexperience,makingworkeasierandmoreimpactful.diversenetworkofstableandtrustedcurrenciesthatwillevolveasthemetaversegrows.Itisimportanttoensure?nancialregulationandcomplianceinametaverseenvironment.?e?nancialinfrastructurethatunderpinsitallTrainingisoneexample.Virtualworldsallowforamoreengagingshiftinworkplacelearning.Insteadofcheesyinstructionalvideos,employeescanpracticeandapplyskillsinareal-timeimmersivesettingalongsideothers.Thisappliestoeverythingfromlearningcultureandcorevaluesviaanonboardingexperiencewhenanemployeejoinsanewcompany,toasafespacetopracticecomplex,high-riskandhazardousscenarios,toimprovingsoftskills,whereempathyandthenuancesofhumanbehaviormatter.Theseareonlyafewapplicationsofthemanytocome.Yetbyreframingmetaversetechnologiesandexperiencesasasuiteoftoolstohelpsolveunmetcustomerneedslikethese,ourclientsarealreadyseeingnewrevenuestreams.Themetaversewillbecomeanimportanteconomicand?nancialenvironment,Howthemetaversewillimpactcustomersunderpinnedbyavibranteconomywherebusinesseswill?ndnewopportunitiestoofferproductsandservices,andcustomerswilltradeinthenewreality.Digitalcurrenciesalreadyprovideanewmeansforuserstostorevalueandexchangeassetsinthemetaverse,usingVirtualplatformsandbuzz-worthybrandactivationsarejustthetipoftheiceberg.Meetingcustomerneedsinthemetaversemeansblendingphysicalanddigitaltouchpointstocreatepurposeful,value-addingandHowthemetaversewillimpactenterprisesfrictionlessproducts,servicesandexperiences.Themetaversewillmakeenterpriseintranetsasweknowthemtodayobsolete,replacingthemwithimmersive,virtualtownsquareswhereemployeescancollaborate,socialize,createandcelebratetogether.However,thisisnotaboutreplacingeighthoursofvideocallswitheighthoursofVRmeetings—farfromit.It’saboutwalletsthatconveyanewsenseofidentity.1Additionally,centralbankswillcontinuetodevelopcentralbankdigitalcurrencies(CBDC),whichwillserveasanother,potentiallymorestable,meansforuserstostorevalueandexchangeinthemetaverseinthefuture.Forexample,3Dcommercegivescustomersanewwaytobuy,drivingacquisitionandretention.Tokenizationcreatesnewformsofsocial,functionalandemotionalvalueforcustomers,increasingbrandloyalty8Metaverse:Evolution,thenRevolutionHowthemetaversewillimpactcomplexecosystemsBusinessesarealwaysseekingnewef?ciencies,especiallyduringtimesofeconomicimproveconnectionsbetweenworkersandsupplychainsthroughadvancedtrue-to-lifesimulations.Theseimprovementscouldbeashifttoanewmanufacturingtechnique,amoreef?cientstorelayoutornewproductdesigns.unpredictability.Themetaverseoptimizeshowaproductissourced,createdandbroughttomarketthroughthepowerofvirtualsimulationsandanewlevelofpartnercollaboration—separatingindustriesfromtheirinwardfacingorganizations.However,thereisnothingconstrainingthepowerofimmersivedigitaltwinstotheindustrialsetting.Increasingly,thisvaluestreamisbreakingfreeofthemanufacturingfacilityandintodiverseusagecasesfromimprovinghospitaloperationstogeneratingsnowonskimountainstoportoperations.Inanindustrialsetting,businessesareincreasinglyleveraging3Dsimulationsanddigitaltwinstotestandlearn.Invirtualversionsoftheirbusinesses,theycanmeasureandpredicttheeffectsofchangesand“?einterestinexploringthemetaversecomesprimarilyfromtheneedtoanalyzeanytrendsthathavepotentialtotransform,revolutionizeorimprovebusiness,e.g.,theretailspaceinthecaseofCarrefour,”NicolasSa?s,InnovationDirectoratCarrefourGroup.9Metaverse:Evolution,thenRevolutionWhereisthevalue?Executivesexpectreturnsfromtheirmetaverseinvestmentsintheshortrun.AccordingtotheAccentureBusinessTrendsSurveyconductedinApril–May2022,respondentsincompanieshavingsomeformofastrategyaroundthemetaversebelievethatinthenextthreeyears,a4.2%shareoftheirrevenueswillcomefromnewproducts,servicesorbusinessmodelsrelatedtotheThemetaversehasvastpotential,underpinningtheveryinfrastructureofnewandexistingeconomieswhilebene?ttingconsumersandbusinesses.Wecantapintoitspotentialtoday,whileplanningfornewbusinessopportunitiesthatlieahead.Asmentioned,wedividethemetaverseintothreekeyareas—consumer,enterprise,industrial.Inthenextsection,we’lldescribewhereandhowvalueisemergingacrosstheseareas.metaverse.Thisrepresentsavalueof$1trillion.Weseethesametrendre?ectedintheAccentureCxOsurveyconductedduringthesameperiodtoo.Eighty-ninepercentof3,200executivessurveyedagreethatthemetaversewillhaveanimportantroleintheirorganizations’futuregrowth.10Metaverse:Evolution,thenRevolutionQuestion:Whichmetaverseusecasesareyoumostinterestedinexploringatpresent?4%5%3%4%4%5%4%5%6%6%7%6%8%7%8%6%7%12%7%12%31%13%16%11%16%7%10%7%12%10%15%13%14%17%16%14%17%24%13%18%10%21%18%18%19%20%29%17%33%34%17%27%22%16%21%25%22%27%21%29%24%9%30%21%31%35%26%36%42%10%29%23%32%32%35%28%20%29%25%36%23%33%10%25%21%18%16%28%32%26%38%38%36%41%26%34%40%14%48%34%ConsumermetaverseservicesexperiencesConsumermetaverseproductsexperiencesEnterprisemetaverse(extendedreality,virtualworkplaces)Digitalassetseconomies(e.g.non-fungibletokens)DigitaltwinFigure2:Acrossmanyindustries,executivesaremostinterestedinmetaverseusecasesassociatedwithconsumerproductandserviceexperiences.Source:AccentureCxOSurvey,April–May2022:(n=3200)11Metaverse:Evolution,thenRevolutionConsumermetaverseThemetaverseisswiftlyopeningnewwaysforconsumerstoconnectandsocializetogether,formingstrongbondswithinclose-knitImmersiveproductexperiencesarebecomingmorenormalized.Thisisallowingbrandstoshowcasenewproductsandservicesthroughmorecompellingtouchpoints.Forexample,ChinesemultinationaltechnologycompanyBaiduunveiledRobo-01—anewautonomouscar—onXirang,itsmetaverseapp.Avirtualmasterofceremoniesintroducedthecartoitsaudience,drummingupinterestfortheproductandtheapp’smetaversecapabilities.ThenewsgeneratedmuchdiscussiononthemicrobloggingplatformWeibo,whereahashtagforthecar’sunveilinggainedalmost40millionviews.271%communities.TheInternetofOwnershipbringsnewkindsofvalueandexperiencestoeveryone,andbrandscanformstrongertiesofcustomerloyaltyinthenewparadigm.of325respondentsparticipatinginAccenture’srecentfocusgroupPeopleare?ndingjoy,delightandfunindiscussionsexpectthemetaversetoprovidereal-worldshoppingexperiences,suchastheabilitytotryclothesandproductsbeforepurchasing,overthenextthreeyears.immersiveexperiences.Thereisevenmorevalueforcustomerswithincentivizationandself-expressionenabledbytokenizationandavatars.ImmersingthesensesandthemindImmersivetechnologiesenablemulti-sensoryexperiencesthatcreaterealconnectionandbringusersclosertobrands.Theseexperiencescanalsounlockinformationpreviouslyconstrainedbythelimitationsoftherealworld.Forexample,shopperscanvisualizeproductsonthemselvespriortopurchase,orwearclothingthatcannotphysicallyexistintherealworld,pushingtheboundariesofart,expressionandfashion.Butmetaverseexperiencesneedtobemorethanjustvisuallyinterestingifbrandsexpecttoseegrowthfromthem.Theyneedtobesomethingcustomerswanttovisit,oftenandconsistently.Toaccomplishthis,experiencesmustcontainamechanicorgami?edelement.Forexample,PetSimulator’s“AdoptMe”gameisoneofthemostpopulargamesonRobloxwithover28billion+visits(asofJune2022).3“Virtualtry-onexperienceintheretailindustryhasbeenagamechanger.Rightnow,itisbeingusedforsimplesocialinteractionswhichhaveafunelement,butgraduallynewusecasesarebeingdeveloped,e.g.,weatherreportingandprogressiongames.”—ARPlatformLeadofoneofthelargestsocialmediaplatforms.12Metaverse:Evolution,thenRevolutionIncentives“NFTisnotjustastickerwithvalue—it’sanentrywaytoaworldofopportuni-withspeci?cutili-.De?ningthatutili-needstobebasedonbrand’sneeds.”Somecompanieshavealreadystartedtestingconsumers’identityappetite.In2021,DiorpartneredwithavatarappZepetotocreateThroughself-sovereignidentitymodels,theuseronboardingexperienceisreversed.Serviceprovidersonboardtotheusers,givingthemcontroloverwhatdataissharedwithwebsites,services,applicationsandotherusersacrossTokenizationgivesbrands,creatorsandin?uencersdirectownershipoffanrelationshipsviasocialtokens.Andthetokensgivefansmorecontrolanddecision-makingrightsasrewardsfortheirloyaltyandparticipation.Fanscanalsousetokenstodirectlyinvestintheirfavoritecreators,receivingpiecesofcontent,accesstoexclusivematerialormembershipinthecreator’scommunityinreturn.digitalmakeuplooks,andwithReadyPlayer5Metolaunchexclusivefragranceswithaninteractiveexperience.In2022,Diorlaunchedits?rst-evermetaverseexhibitioninChina,“OntheRoad,”whichshowcasedfall2022menswearthroughaninteractiveexperiencehostedonBaidu’smetaversesocialapp.NotonlydotheseexperiencesenticeluxuryfashionfanstofollowDiortoanewchannel,buttheyappealtoconsumers’desireforexclusivityandsocialstanding.theweb.8—SeniorexecutiveformetaverseinitiativesinaglobalsportswearbrandBrandstrategyThemetaversewilltransformhowbrandsdeliverontheirpromises.Werecentlyidenti?edlifecentricityasacriticalgrowthdriverforstayingrelevanttocustomers.Brandsmustalsoconsiderthedynamiclivesoftheircustomersinthemetaverse,butwithinthecontextofthenewmissionscustomersareon.It’sstillimportanttoappealtocustomers’transactional,emotionalandsocialneeds—it’sjustnot1:1withthephysicalworld.Soon,itwillbecommonplacetoseeadigitallayeroverthephysicalworldsconsumersandcompaniesinhabit.Advancesinaugmentedrealityarealreadypreparingusforthis—Today,thewaywepresentourselvesdependsonthewebsiteorplatform.WhoweareonLinkedInishowweexpressourselvesprofessionally,whichisdifferentfromhowweexpressourselvesonRedditorInstagram.Butsoon,avatarsmaybecomethenewexpressionofourdigitalidentities.Theseincentivescreatepowerfulcustomerjourneys.Forexample,StarbucksisreimaginingitsloyaltyprogramsbyusingtokenizationatscaletocreateanaccessibleWeb3community.“StarbucksOdyssey”allowsuserstobuydigitalcollectablestampsthatunlockaccesstonewForcontinuity,identitycredentialsanddigitalassetsshouldbeconsistentacrossexperiences.Thisisn’tcurrentlypossiblebecauseweAvatarsareavirtualmanifestationofsomeone’sdigitalidentityandpersonifymanyformsofidentityexpression—products,experiencesandvalues.Withavatars,usersarenolongercon?nedbythecharacteristicsassignedtothematbirthandareempoweredtoexpressthemselvesinwaysnotpossibleinreallife.OneparticipantfromAccenture-organizedfocusgroupdiscussionsonthemetaverseofferedthefollowinginsight:“Themetaversewillallowustobemorecon?dentbecausethereislittlefearofbeingjudgedbasedonourlooksorbehaviorinavirtualenvironment.”coffeeexperiences.4onboardasusersfordifferentserviceproviders.Retakingownershipofouridentities“Avatarsarethenewfaceofdigitalidenti-.?oseareshellsorcapsulesaroundone’sidenti-—stillworkingwithtraditionalIDprotocolsanddata,butnowincludinga3Drepresentation.”Inthephysicalworld,identityisde?nedbycharacteristicssuchasrace,ethnicity,gender,age,personalityandphysicalattributes.Butourdigitalidentitiesarelessclear.Today,itincludeswhatthewebknowsaboutyou(whichyoudonotcontrol)andhowyoupresentyourselfonline(whichyoudocontrol).digitalizingidentity,possessionsandworlds.Tokenswilltransformthewaybrandsengagewithcustomers.Auniversaldigitalwalletsolutioniscurrentlyintheworkstoenabletheirbroadusage.Itwillgivebrandsandusersaplacetostoreandcontrolanydigitalasset—identity,moneyandobjects—andwillbeportableacrossallsites,experiencesandcommunities.—SercanAltunda?,SDK&IntegrationsTeamLeader,ReadyPlayerMe13Metaverse:Evolution,thenRevolutionAsadoptiongrows,brandswill?ndvalueinthe?rst-partydatacustomersallowthemtoaccessviatokenization.However,gettingandkeepingaccesstothisdataisbasedonanewtrustdynamicwhereusersareincontrol.Youcanbuildtrustthroughemployingdata-usetransparency,aligningyourreputationtocustomervalues,andbeingmindfulofhowyourbrandbuildstherelationshiparoundproductsandservices.NewproductsandbusinessmodelsInthephysicalworld,productsandservicesprovideaspeci?cutilitytocustomers.Whenbrandsexperimentwithvirtualproductsandservices,theyneedtoretesttheutility.Brandsare?ndingvaluetodayinreimaginingtheirproductsandservicesasblendedphysicalanddigitalassets.Thesebrandsarealsocreatingentirelynewrevenueopportunitiesthroughthedeploymentofexclusivecontentandco-collaborationswithcustomersenabledbytokenization.“Universaldigitalwalletinfrastructurewillcreatetheabili-tocarrytokenizedidenti-,moneyandobjectsfromplacetoplaceinthedigitalworld.Massivebusinessmodelchangeiscoming,andthewinningdigitalbusinesswillbetheonethatearnstrusttodirectlyaccesstherealdatainourwalletstocreatemuchbe?erdigitalexperiences.”Combatingreal-worldproblemsBrandshavestartedusingthemetaversetosolvereal-worldproblemssuchasvalidatingidentities.Forexample,realestate,artandluxuryfashionareallusingblockchaintoauthenticateandcombatcounterfeitmarkets.WithanNFT’suniqueidenti?cation,issuersandbuyershaveatruecerti?cateofdigitalownership,guaranteeingauthenticityandprotectingbothconsumersandbusinesses.—DavidTreat,SeniorManagingDirector,co-leadofAccenture’sMetaverseContinuumBusinessGroup14Metaverse:Evolution,thenRevolutionSecondarymarketplacerevenuesDigitalproductsareprovidingnewsourcesofrevenuebeyondtheirinitialsales.Forexample,oneofthelargestsportswearcompany’soriginalcollectionsinthemetaversegrantsownersexclusiverightstoitsmerchandizethroughouttheyear.Asaresult,thiscompanysawmorethan50,000transactionsonthesecondarymarket,generatingrevenuesinexcessofUS$175million.63%61%60%59%59%58%58%57%56%55%55%55%56%54%54%53%53%53%53%53%53%52%50%49%Controloverbrandjourneys46%46%43%42%41%Brandedmarketplacesgiveenterprisescontrolovertheconsumerexperience.Theywillalsopreventthebranddilutionthathappensinlargemarketplaces.Bigtechisstartingtoexperimentwiththesemarketplacesaswell.Forexample,SalesforcehasrecentlypiloteditsNFTcloud38%37%34%33%32%29%25%23%20%19%18%commerceplugin.9Consumershaveanappetiteforthesedigitalproductsandservices.Currently,ourresearchindicatesthatGen-ZandMillennialsareopentospendingtheirmoneyondigitalexperiencesandproducts(seeFigure3).Brandswillneedtogetcreativetomakethemselvesvisibletocustomers.Asnewexperienceshitthemarket,customerswillexpectmorethana3Dstoreinavirtualworld.GenZMillenialsGenXBoomersFigure3:Gen-ZandmillennialsareinterestedinbuyingvirtualexperiencesandproductsinavirtualworldinthenextyearSource:AccentureConsumerPulseSurvey,Feb2022:11,000+consumersover16countries15Metaverse:Evolution,thenRevolutionEnterprisemetaverseThemetaverseintroducesanewdimensiontoanorganization’senterpriseandwillunderpinitscoreenterprisesoftwareandfunctions,enhancingthewaypeopleengage,learn,andcollaborate.Itallowsustoworktogethernomatterthedistance,tofeelthepresenceofcolleaguesinvirtualmeetings,andtooperatewithinremotesitesordigitaltwinsofspaces.Inshort,themetaversewillchangetheworkplaceacrossphysicalanddigitalspaces.AnewwaytocollaborateTakeourpartnershipwithMicrosoftandMetaasoneexample,wherewearecreatingVRsolutionscustomizedforb