What Are Consumer Brands Doing In Web3, Blockchain and the Metaverse?
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The Metaverse is about to transform the way we live, work, and play. From virtual shops to courtrooms, the possibilities are endless. Here are five use cases that highlight the practical applications of the industrial metaverse: retail, tourism, work, courtrooms, and virtual celebrations.

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MWC2023: Metaverse takes centre stage

As the world continues to move towards more immersive and interactive experiences, the concept of the metaverse has become increasingly popular. Essentially, the metaverse 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.

At the Mobile World Congress 2023 in Barcelona, 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 key takeaways from the event:

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 travelers 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

The metaverse is even 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 we 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.

Tomorrow's 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.


Want to know more about how global brands are using emerging technologies such as AI, blockchain, virtual and augmented reality, NFTs, digital assets and cryptocurrencies?

Brand Strategy Collection

"Brand Strategies" is a unique collection of over 250 consumer brands and their strategies in the emerging technologies of Web3 and the Metaverse. I have tracked, traced, analysed and assessed 250 consumer brands and their projects, initiatives and use-cases in AI, VR/AR/MR, NFTs, blockchain and crypto.

From Adidas to Zara, from Web3 to the Metaverse, this is a comprehensive collection of consumer brands including:

Adidas, AIA Insurance, Alfa Romeo, Asics, Aston Martin, Atari, Audi, Bacardi, Bentley, Bose, Boss, Budweiser, Burberry, Cadbury, Campbell Soup, Carrefour, Champion, Chevrolet, Chipolte, Coca-Cola, DBS Bank, Decathlon, Dior, Disney, Dolce&Gabbana, eBay, Emirates, Evian, Ferrari, Ford, Gap, Gibson, Glenfiddich, Gucci, Heineken, Hennessy, HTC, Hyundai, JBL, Johnnie Walker, Kellogg's, Kia, Kraft Heinz, L'Oreal, Lacoste, Lamborghini, Lavazza, ...

BONUS: The Brand Strategy Collection also lists 30+ celebrities,  25+ sports brands and organisations and 20+ locations, that have adopted emerging technologies to promote their own brands.

To find out more about the use-cases for consumer brands in AI, web3 and the Metaverse, check this out.

Brand Strategy Collection case studies


Xiaomi shows off its new wireless AR glasses at MWC2023

The Xiaomi Wireless Augmented Reality Glass Discovery Edition uses the same chip as Meta’s Quest Pro, and offers an elegant way to blend the digital and real worlds. At only 125g, the glasses are relatively light, and they are pixel-dense, which means you won't be able to see the pixels even though the lens is right before your eyes. They also act as sunglasses, making them perfect for use outdoors.

Perhaps the most exciting feature of the glasses is their hand tracking capabilities. This allows users to control the display with hand gestures, making it feel like something straight out of Minority Report. And if you're reading a book, you just flick your finger and the page turns in your glasses.

Further Reading

From Phones to the Industrial Metaverse: Nokia’s Shift to B2B and Strategies for Growth
Source: Nokia Nokia, the Finnish tech company associated with mobile phones for decades, has unveiled a new corporate strategy that involves the metaverse
Digital Trends’ Top Tech of MWC 2023 Awards | Digital Trends
Whether you’re an avid smartphone fan, are fascinated by smartwatches/wearables, or love strange tech that doesn’t really fit in a specific category, MWC is the place to be. What was the best of the best? Without further ado, these are our picks for the best announcements of MWC 2023.
All the Best Gadgets We Saw at MWC 2023
Rollable phones, transforming smartwatches, “retina-level” AR glasses, and liquid tech to keep your mobile cool—these are just a taste of what’s coming.

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