Lack of vision and high pocket competition will come between Meta and his ultimate goal.

Photo by Remy Gieling via Unsplash

Mark Zuckerburg’s metaverse is one of avatars and virtual experiences, with an interface that looks awesome if “The Sims” were to discover Google Glass. And he was just betting on the future of his trillion-dollar company.

We’ve seen eye candy, including Billie Eilish / Beat Saber ad that’s essential for U.S. television viewers today. Rhythm-based VR video games look nice. Not entirely practical, but striking.

What we haven’t seen — more damaging to the Meta brand than its new logo — is the path to sustainability and success. How do you generate consumer interest in the metaverse experience? How do you recreate the market share and dominance that Facebook had in a time of rapid growth? How to ward off threats, through shopping or innovation, as the social media giant did with Instagram and Snapchat? How do you sell Metabertsoa to advertisers, which is fundamental to Facebook’s profitability? And are they interested in the first one?

When Facebook declared its IPO in 2012, it responded to the concerns of critics who wanted to understand how the company would eventually make money. He succeeded in changing the algorithm, distributing it with a linear timeline of nearly a billion users in favor of EdgeRank, which provided the largest pocket advertisers with the resource to position themselves in the millions of new feeds with beneficial CPM rates. When the company bought Instagram in 2013, users knew that it would ultimately bring an end to the brand’s linear timeline in favor of the same ad-friendly mechanism.

But users are the biggest challenge for Meta to achieve metaverse dominance. At the moment there are not enough to attract advertisers. Only Oculus is sold 1.87 million units its Quest 2 headphones so far and has almost raw data 17 million VR headphones so far it has been sold in all brands. By comparison, Apple sold 60 million AirPods in 2019 alone and always around 100 million.

Of the apple mixed reality headphones It is said to be launched sometime in 2022, and will certainly play with the brand’s avid follower among consumers of phones, wristwatches, headphones and laptops.

This could be considered a metabersion of fitness in this, in addition to creating common words, it has been sold by Peloton 2.33 million units so far Quest at a price point 2 times 4-6.

Other aspects of a metaverse are already fairly well established, such as online games, cryptocurrencies, NFTs, games, and virtual events, all of which have intensified. Covid-19 Pandemic.

If Facebook / Meta built something almost like a monopoly on social media space a decade ago, it might not have the money or infrastructure at stake late in the game. ByteDance, the parent company of TikTok, has already announced that they plan to interact with Facebook from a hardware perspective by purchasing. Pico Interactive. And a recent big ad campaign suggests that, with China’s financial support, Facebook could deal with it. the biggest threat to competition so far.

The brands and advertisers who drive Facebook’s bottom line today also know that they will want to own and control the metaverse experience, and they couldn’t do that with social media. When Facebook, Twitter and Instagram first appeared, most business entities handed over the management of these new platforms to inexperienced employees while Zuckerberg accumulated his power. Now, digital leaders, agencies, and C-suites will be more aggressive in trying to build and maintain a metaverse strategy that is dependent on algorithms that they may own and may not control. They probably prefer a more disagreeable metaverse at the end of the day.

Not to mention that there is already a strong reaction from users due to the desire to link to Facebook / Meta In every oculus the device to a Facebook account, part of the financial model for profitability, opening up to user-oriented advertising. A business-oriented Oculus Quest 2 device will charge you an additional $ 500, but will not force you to participate with the data.

While Zuckerberg’s vision of uniting the metaverse under a single umbrella will fail, the future of the metaverse will not. Like 3D printing a decade ago, the first users and the most successful use cases will fall into the futuristic B2B space. 3D printing has changed access to PPE (Personal Protective Equipment), car parts, medical and dental devices, hearing aids and even more. 3D printed houses they have begun to appear as affordable housing solutions.

The metaverse will do the same thing: B2B adaptation is a leader because B2C consumers are dipping their fingers into the water whether the technology is for them or not.

For example, car manufacturers need new ways to show cars to interested buyers. It is becoming more common for customers buy houses based on VR technology. HR departments need ways to hire the best talent, especially as remote work becomes more common. My company, VRdirect, Has offered B2B customers the opportunity to do so with relative ease, using software that allows anyone to become a creator.

Even in a disconnected metaberse, the benefits of the environmental impact of reducing business travel are noticeable, especially when it comes to our personal carbon footprint. The fact that you don’t have to go on that business trip or that you don’t have to go to that big meeting is also an added benefit of balancing your work life.

But we are still a social species at heart. One of the things Zuckerberg did well with social media was to weave an experience personally with the desire to talk about it on the net. It remains to be seen whether humans will have the same thirst for a strictly digital metaverse experience.

Rolf Illenberger is the founder, CEO and managing director of VRdirect, a platform that allows anyone to create and publish VR experiences, focusing on business users.