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Today, the Internet is a diverse collection of sites, apps, and platforms. Because they are separate from each other, they lack interoperability and data portability. Therefore, this current model will eventually constrain businesses, despite huge progress through digital transformation. In fact, 95% of executives surveyed for the 2022 Accenture Technology Vision report believe future digital platforms will need to provide unified experiences, enabling the interoperability of customer data across different platforms and locations. To be.
However, thanks to two emerging concepts, a new form of Internet is emerging that will transcend these limits: 1) The Metaverse Continuum, an evolution of the Internet that enables people to participate in a continuous shared experience across the real world and virtual realms. makes. and 2) Web 3, or emerging efforts to create a “distributed” layer on the Internet through technologies such as blockchain and tokenization.
Taken together, these are showing us the next generation of the Internet one that moves beyond today’s fragmented interactivity into a new world of embedded immersive experiences.
Simply put, the digital world is in an early stage of evolution, and eventually the Metaverse and Web3 will become critical components of how enterprises orchestrate their digital strategies. The online footprints that companies have created over the past decade will be re-imagined, from whom services are sold and what data is accessible to how advertising is conducted and content is produced.
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With the Metaverse, the Internet will be reimagined as a persistent 3D environment imbued with a sense of place, where going from work to social platform is as easy as crossing the street. Meanwhile, Web3 technologies will create a data layer than enables veracity, trust and even scarcity. This new internet will be more human-centric and exponentially more valuable.
Now is the time for companies to decide what role they will play in the future of the Internet. Do they want to be part of the wave that creates this future, or will they be content to simply watch how it unfolds?
signs of change
Changes in the digital world over the last 18 months have made it clear that the “wait and see” approach will soon become “look – it’s already happened”. In fact, enterprises are already thinking differently about the digital world and capturing new values.
For example, BMW recently created digital twins of 31 different factories. The models use real-time data to create a photo-realistic 3D environment that recreates everything from the machines on the floor to the manned stations and their individual work-order instructions.
Digital twins are used to train robots to navigate factories, bring together designers from around the world for experiments, and conduct training simulations for individual tasks. Employees can use the environment to push software updates, monitor individual cells for disruptions, assign new “missions” to robots on the floor, and even teleoperate machines for individual tasks. Can also do.
A good example of Web3 innovation comes from Inrupt, the makers of Solid, which lets users control their data and store it in personal online data stores (pods). Large organizations and governments can now create websites or applications that interact with the pods and access data needed for a given task with people’s permission. As with all Web3 technologies, SOLID creates a transactional and trust layer across the web by letting different parties be the arbiters of their own data.
In digital, technology adoption and related services often snowball. After all, it took just 15 years from the launch of the first iPhone to a world of 6.6 billion smartphones. The Internet of tomorrow will be the Internet of today before you know it.
action yet to be taken
Business leaders should start exploring the potential of new products and services today, as well as training their executives on the technologies that will soon be fundamental to their businesses. As the metaverse and Web3 technologies continue to mature, companies ready and willing to experiment with new platforms and data structures will define the next generation of digital business. There are several factors to consider:
- invest in the cloud: The emerging metaverse will be defined by the services and platforms involved. Even for presence, enterprises must have the infrastructure in place to share applications widely and securely. This means recreating applications in the cloud with microservices architecture and APIs so that they can be easily used and shared by others. These steps must be taken today, even if the ultimate state of the Metaverse remains uncertain.
- focus on skills: For the Metaverse, enterprises will need 3D artists, game designers and experts in built platforms. Companies pursuing Web3 opportunities will need experience with multiple blockchains. They will need to build relationships with various consortia, find partners to go to market, and create new business and operating models. Fortunately, the increasing sophistication and democratization of immersive design tools has made it easier than ever to experiment with these technologies.
- find partnerForging new partnerships and making sure your organization can participate in future collaborations is also important. Consortiums and industry standards bodies will be important, enabling greater interoperability between companies and making it easier to deliver cross-platform experiences or jointly collaborate on experiences. By agreeing to a common framework when a technology is in its infancy, businesses can position themselves to provide more compatible services to future shared consumers.
The Metaverse and Web3 are significant technological shifts, simultaneously eliminating the friction that exists between today’s many digital platforms and reshaping how data moves and is used in digital experiences . As they forge a new Internet, they will drive new lines of business, new ways of doing things, and new means of interaction between businesses and people. For many organizations, this is the first and best opportunity they’ve ever had to build a new kind of digital world.
Marc Carell-Billiard is the Global Lead of Technology Innovation for Accenture. He oversees all of Accenture’s research and development activities and leads the delivery of the firm’s annual technology vision.
Michael Biltz is the Managing Director of Accenture Technology Vision at Accenture Labs.
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