Details

<p>Acknowledgments xv</p> <p>Foreword xvii</p> <p><b>Part 1: Get Ready 1</b></p> <p><b>Chapter 1: Predictions 3</b></p> <p>Size Matters 6</p> <p>The Debate 7</p> <p>Working Definition 8</p> <p>Forecasts and Theories 9</p> <p>Trends 10</p> <p>Characteristics 12</p> <p>Plan Ahead 15</p> <p>Notes 17</p> <p><b>Part 2: Understanding 19</b></p> <p><b>Chapter 2: Technologies 21</b></p> <p>Web3 21</p> <p>The Spatial Web 24</p> <p>5G, IoT, and Edge Computing 26</p> <p>Digital Twins 29</p> <p>Cloud Computing 30</p> <p>Headsets and Glasses 32</p> <p>Artificial Intelligence and Machine Learning 34</p> <p>Blockchain 35</p> <p>Woven Together 36</p> <p>Notes 37</p> <p><b>Chapter 3: The Race Has Begun 41</b></p> <p>Pioneers in Virtual Space 43</p> <p>Labyrinth 43</p> <p>Second Life 45</p> <p>Gaming- Verse 46</p> <p>Roblox 48</p> <p>Minecraft 49</p> <p>Fortnite 50</p> <p>Online Worlds for Sale 53</p> <p>Infrastructure 55</p> <p>Interface 56</p> <p>Big Tech and 3D Content 57</p> <p>Applications and Experiences 58</p> <p>Conclusion 59</p> <p>Notes 60</p> <p><b>Chapter 4: New Rules 65</b></p> <p>Governments 65</p> <p>Cryptocurrencies 66</p> <p>Public Standards Organizations 69</p> <p>Creators and Communities 71</p> <p>Disruptors and Academia 74</p> <p>Deep Tech Start- Ups 75</p> <p>Universities 76</p> <p>Notes 77</p> <p>Contents ix</p> <p><b>Part 3: Opportunities 83</b></p> <p><b>Chapter 5: A Great Reset 85</b></p> <p>Personal Impact 86</p> <p>Interpersonal Impact 88</p> <p>SDGs and the Metaverse 90</p> <p>Notes 96</p> <p><b>Chapter 6: Doing Business in the Metaverse 97</b></p> <p>Persistent Wallets 98</p> <p>Are You Tokenized? 101</p> <p>Business Models 103</p> <p>Hybrid Experience Economy 106</p> <p>New Jobs in the Metaverse 108</p> <p>Notes 110</p> <p><b>Chapter 7: Digitalizing Humans 113</b></p> <p>Definitions 115</p> <p>Facts 116</p> <p>Creation 117</p> <p>Embodiment, Presence, and Identity 118</p> <p>The Real Influence of Virtual Influencers 120</p> <p>Industry Applications 123</p> <p>The Issues 125</p> <p>Notes 128</p> <p><b>Chapter 8: Metaversed Markets 133</b></p> <p>Industry Applications 134</p> <p>Art and Performance 134</p> <p>Advertising, PR, Marketing 139</p> <p>Retail 146</p> <p>Gaming 152</p> <p>Entertainment 154</p> <p>Production 155</p> <p>Sports and Fitness 160</p> <p>Automotive, Aviation, and Aerospace 162</p> <p>Military 164</p> <p>Healthcare 166</p> <p>Hospitality and Tourism 171</p> <p>Architecture and Real Estate 173</p> <p>Manufacturing 175</p> <p>Training and Education 178</p> <p>New Opportunities 184</p> <p>Notes 186</p> <p><b>Part 4: Challenges 197</b></p> <p><b>Chapter 9: Understanding Reality 199</b></p> <p>Seeking New Frontiers 201</p> <p>Post- Truths in the Metaverse 203</p> <p>Assumptions 206</p> <p>A Protocol and an Engine 210</p> <p>Governance and Access 213</p> <p>Notes 215</p> <p><b>Chapter 10: Privacy and Safety in the Metaverse 219</b></p> <p>Data Issues 222</p> <p>Your Internet of Things 224</p> <p>Security 227</p> <p>Social and Emotional 228</p> <p>Harassment 229</p> <p>Digital Cloning 230</p> <p>Hacking 230</p> <p>Society 231</p> <p>Children’s Safety 232</p> <p>Safety Controls 233</p> <p>Notes 234</p> <p><b>Chapter 11: New Rights and Regulations 237</b></p> <p>Crypto Scams 238</p> <p>New Medium and Platform Risks 241</p> <p>Metaverse Dark Web 242</p> <p>Challenges and Risks 242</p> <p>Trust Across Worlds 243</p> <p>Assess 245</p> <p>Inform 246</p> <p>Manage 247</p> <p>Prevent 247</p> <p>New Rules for New Ways 248</p> <p>Notes 252</p> <p><b>Chapter 12: The New Humanity 255</b></p> <p>The Impact of Data 255</p> <p>Reality, Digital, Technology 260</p> <p>IoT (Internet of Things) 260</p> <p>Wearables 261</p> <p>Robotics 262</p> <p>Self- Driving Cars 263</p> <p>Exoskeletons 264</p> <p>It’s All Connected 264</p> <p>Where’s the Line? 265</p> <p>Singularity 265</p> <p>Post- Humanism 266</p> <p>We Don’t Know Yet 269</p> <p>Notes 270</p> <p><b>Part 5: Preparation 273</b></p> <p><b>Chapter 13: Building the Metaverse 275</b></p> <p>Start Your Immersion 277</p> <p>Play Video Games 277</p> <p>Try Virtual Reality 278</p> <p>Get Social in VR 279</p> <p>Try Haptics 279</p> <p>Try Augmented Reality 280</p> <p>And, Yes, Crypto 280</p> <p>Artificial Intelligence and Machine Learning 281</p> <p>Wearables 282</p> <p>Ubiquitous AR Cloud 282</p> <p>Avatars and Digital Beings 282</p> <p>Ethics, Trust, and Risks 285</p> <p>Prepare 287</p> <p>First Steps in Each Market 289</p> <p>Art and Performance 289</p> <p>Advertising, PR, Marketing 289</p> <p>Retail 290</p> <p>Entertainment and Music 291</p> <p>News 291</p> <p>Events 292</p> <p>Casinos 293</p> <p>Adult Entertainment 293</p> <p>Sports and Fitness 293</p> <p>Travel and Tourism 294</p> <p>Architecture, Engineering, and Construction (AEC) and Real Estate 295</p> <p>Transportation 296</p> <p>Manufacturing 297</p> <p>Health 298</p> <p>Education 299</p> <p>Governments’ Immediate Challenges 299</p> <p>Notes 301</p> <p><b>Chapter 14: A Toolbox for the Metaverse 303</b></p> <p>Predictions 306</p> <p>Technologies 307</p> <p>Web3 and Blockchain 307</p> <p>Spatial Web 309</p> <p>5G, IoT, and Edge Computing 309</p> <p>Digital Twins 310</p> <p>Cloud Computing 310</p> <p>XR 310</p> <p>Headsets and Glasses 312</p> <p>Artificial Intelligence and Machine Learning 313</p> <p>Woven Together 314</p> <p>The Race Has Begun 315</p> <p>New Rules 316</p> <p>A Great Reset 317</p> <p>Doing Business in the Metaverse 317</p> <p>Digitalizing Humans 318</p> <p>Metaverse Markets 318</p> <p>Interoperability 318</p> <p>Privacy and Safety 319</p> <p>Rights and Regulations 320</p> <p>New Humanity 320</p> <p>Building the Metaverse 321</p> <p>Next Steps 321</p> <p>Notes 322</p> <p>Index 325</p> <p>Acknowledgments</p> <p>Major thanks to Nigel Wyatt for creating the opportunity, and to our team at Wiley— Jim Minatel, Melissa Burlock, Pete Gaughan, Patrick Walsh, and Barath Kumar Rajasekaran— for the trust and patience throughout this process. Thanks to all the experts who took the time to contribute their</p> <p>unique insights to this book. Martina Welkhoff and Amy LaMeyer,for your preface and words of encouragement. Thanks to the inspiring members of our amazing metaverse ecosystem who contributed quotes to the book, namely (in alphabetical order): Alan Smithson, Alex Coulombe, Alina Kadblusky, Alon Grinshpoon, Amber Osbourne, Andres Leon-Geyer, Angeli Gianchandani, Anne</p> <p>Ahola Ward, Antonia Forester, Antony Vitillo, Ash Richter, Ben Erwin, Brandon Powers, Brendan Bradley, Carla Gannis, Christina Heller, Cortney Harding, Christy Seville, Chris Valentine, Danilo</p> <p>Castro, David Parisi, Elena Piech, Emily Olman, Gonçalo Prata, Henry Keyser, James Watson, Jan Pflueger, Jason Chung, Jason McDowell, Jesse Alton, Jimmy Vainstein, Joanna Popper, Juliana</p> <p>Loh, Katie Hudson, Kavya Pearlman, Keisha Howard, Kiira Benzing, Linda Jacobson, Manuel Oliveira, Marco Magnano, Mariia Tintul, Marisa Borsboom, Mark Sage, Nuno Folhadela, Mike Pell,</p> <p>Rafael Pavon, Regine Gilbert, Richard Ward, Robin White Owen, Sammy Popat, Sarah Hill, Sonya Haskins, Susan Persky, Susanna Pollock, Tupac Martir, Valentino Megale, Veronica Costa Orvalho,</p> <p>Vince Kadlubek, and Unai Extremo.</p>

<p><B>LUIS BRAVO MARTINS </B>is Chief Marketing Officer at KIT-AR, an Industry 4.0 startup focused on enhancing operators with augmented reality (AR) tools. Luis started working with AR in 2014 and since then became an enthusiast of its impact on business and society. He currently advises several organizations, like XR Safety Initiative Europe and the VR/AR Association, and coordinates the VR/AR section of APDC, Portugal’s telco, tech and media association. <p><B>SAMANTHA G. WOLFE</B> is the Founder of PitchFWD, an emerging tech consultancy that works with innovative companies on branding, marketing, and business strategies. Sam holds a MBA in Marketing and Finance from NYU Stern School of Business and teaches <i>The Business of VR & AR, The Marketing of Innovation, </i>and<i> Avatars & Virtual Beings</i>, all courses she created and developed as an Adjunct Professor at NYU Steinhardt. This is her second book.

<p><b>Your Hype-Free Business Guide to the Metaverse</b> <p><i><b>What is the metaverse? How is it going to impact my job and the world around me? How do I prepare my team and my company for it? How can I avoid making costly mistakes?</b></i> <p><b>You’ll find the answers to these questions, and many more, in <i>Metaversed</i>, a no-nonsense, essential guide that helps you to understand and shows you how to approach the oft-discussed - but rarely understood - next stage of the Internet. The book skips all the jargon and over-the-top tech-bro hype in favor of simple, straightforward insights of how this new technological ecosystem will change your life and your business.</b> <p><b>Learn how to take advantage of opportunities and dodge obstacles posed by this new technological ecosystem, including how all data gathered in it affects privacy, safety, and trust between businesses and consumers. You also will find a metaverse toolbox that is full of reference tools that will allow you to keep exploring each topic. After reading this book, any business executive will no longer be just a technology user, but will be Metaversed, ready to take on the immense potential that will accompany this digital social evolution and future of technology.</b>

<p>“<i>Metaversed</i> purveys not just the future of the Metaverse, but its real-world effects across industry verticals. Luis and Samantha have offered a detailed, thoroughly-researched account of the Metaverse to elucidate a tangible and cognisant analysis of the future spatial communications platform. Leaving behind the superfluous buzzwords and premature misjudgments so pervasive across news and media, the co-authors get to the foundational awareness of the Metaverse and its full potential to transform the global market — and humanity — as we know it.”<br />—Demond Cureton, XR Today</p> <p>“We absolutely loved <i>Metaversed: See Beyond the Hype</i>! The authors did an amazing job of conceptualizing the metaverse in a way that was easy to understand and accessible for readers, regardless of their background or experience with the metaverse. A must-read for anyone interested in the topic!”<br />—Jack Boreham, Metaverse Insider</p> <p>“<i>Metaversed</i> is a guide to better address emerging technologies and help think through how to address the fundamental ethical issues in any kind of business.”<br />—João Mesquita, ComputerWorld</p> <p>“Martins and Wolfe have provided us with an expansive survey of possibilities that will left up to the reader to navigate and the broader XR community to build this future they imagine.”<br />—Kent Bye, Voices of VR</p>

US