走进元宇宙：价值万亿美元的沉浸式互联网经济（英）-Wiley-2022-199正式版.pdf

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1、viContentsAbout theAuthor ixForeword xPreface xii2032 xivIntroduction xxiiiChapter 1:The Future Is Immersive 1From Web 1.0 toWeb 3.0 1From AR toVR toXR 8What Can theMetaverse Become?12Six Characteristics ofthe Metaverse 17Interoperability 18Decentralization 20Persistency 22Spatiality 24Community-Dri

2、ven 25Self-Sovereignty 26An Open Metaverse Means Freedom 30An Endless Blue Ocean 31ContentsviiChapter 2:Creating anOpen Metaverse 35Open vs.Closed 35The Hybrid Web 41An Open Economic System 44Chapter 3:Be Who YouWant toBe 47The Rise ofthe Avatars 47Digital Fashion 55iCommerce 62A Cambrian Explosion

3、ofIdentity 65Chapter 4:Be Where YouWant toBe 67Virtual Worlds 67Gaming inthe Metaverse 74Sports inthe Metaverse 77Media and Entertainment inthe Metaverse 80Education inthe Metaverse 83Power tothe Creators 86Chapter 5:Unbounded Creativity forBrands 89Beyond flash 89The Power ofan Immersive Community

4、92Endless New Touchpoints 94Continuous and Real-Time Insights 95Increased Sustainability 96Virtual World Considerations 97The Era ofExperience Marketing 98Creativity,Community,and Co-Creation 102Chapter 6:Exponential Enterprise Connectivity 107A Changing World 107The Future ofImmersive Work 110The M

5、etaverse Job Market 114How toGet Started 117Digital Twins 117The Role ofGovernments 125Chapter 7:The Creator Economy 129A Vibrant Metaverse Economy 129Why Tokens Matter 133viiiC o n t e n t s Challenges ofNFTs 138Digital Real Estate 143Economic Mechanisms 146From DeFi toMetaFi 150Chapter 8:Digitalis

6、m inthe Metaverse 155Technology Is Neutral 155Dangers ofthe Metaverse 156The Datafication ofEverything 157Privacy Is anIllusion 158Abuse,Harassment,and Illegal Content 159Imposter Avatars 160Data Security 161Increased Inequality 162Bad Bots Controlling theWeb 162Increased Polarization 163Biased AI 1

7、64Health Issues 165Verification,Education,and Regulation 165Verification 166Education 168Regulation 169Surveillance or Empowerment 171Chapter 9:The Future ofthe Metaverse 175BCI:TheFuture ofImmersive Experiences 175A Renaissance ofArt,Creativity,and Innovation 178 Epilogue 183Acknowledgments 186Refe

8、rences 189Index 215xxiiiOn November 13 and 14,2020,American rapper,singer,and songwriter Lil Nas X,also known as Montero Lamar Hill,appeared on the virtual stage on Roblox,the global gaming plat-form especially popular among children.As a first for Roblox,the con-cert attracted an incredible 33 mill

9、ion attendees,enjoying a unique performance inside the virtual world.3 For Lil Nas X,who is often regarded as a trailblazer,the virtual concert provided a unique opportu-nity to connect with millions of his fans when physical shows were not possible due to the pandemic.While in-person concerts are c

10、apped by the capacity of the stadium and the laws of physics,anything is possible at a virtual show to wow fans,and they can offer a magical experience.Lil Nas X debuted his new single Holiday during the concert,and by all measures,the virtual show was a massive success.It generated a lot of publici

11、ty for both Roblox and the rapper,launching a new entertainment format for Roblox and generating almost$10million in virtual merchan-dize such as digital costumes,accessories,and avatar skins,which users could purchase using the in-game currency Robux.4Introductionxxiv I N t R o d u c t I o N Lil Na

12、s X appeared as a larger-than-life digital twin and transported users to four different themed worlds,from the Wild West to a Wintery snow-filled world.Robloxs users regarded the unique experience well.though some children would have wanted to watch the show alongside their friends,it was impossible

13、 to bring together all 33million attendees on one server due to the current hardware constraints.Above all,it would have been utterly chaotic.Hence,players saw only around 50 other attendees watching the live performance,making it feel a bit empty.Apart from the occasional glitches expected from suc

14、h a novel experi-ence,the concert was a blazing success.Less than a year later,in october 2021,decentraland organized not just one concert but an entire,four-day metaverse festival with 80 differ-ent artists.5 decentraland is a fully decentralized 3d virtual world con-trolled by a decentralized auto

15、nomous organization(dAo)where users can build their own unique digital experience and interact with others.the biggest drawcards for the virtual festival were deadmau5,a canadian electronic music producer and dJ,and Paris Hilton.Roblox and Lil Nas X targeted its young players,while the Metaverse Fes

16、tival was focused more on the tech-savvy crypto community.users could purchase digital merchandise using the in-games crypto MANA,such as digital weara-bles for their avatars,6 and all attendees received a nonfungible token(NFt)*in their wallet as a Proof of Attendance.7When you started reading this

17、 book,you might have wondered why does a business book on the metaverse start with a fictional story and discussing two virtual events?Am I in the right place?Well,yes.you certainly are.the two concerts,and the many other concerts that have taken place in games such as Fortnite,show that the lines o

18、f the real and*We will discuss nonfungible tokens in-depth,but to give you a head start,nonfungible means that these tokens,which are(digital)representations of(digital)assets similar to how casino chips represent money,are nontradeable.this then means that one nonfungible token cannot be exchanged

19、for another nonfungible token because they do not hold the same value.casino chips or dollar bills are fungible;a one-dollar chip or one-dollar bill can be exchanged for another one-dollar chip or one-dollar bill,and you still have exactly the same thing.A Pokmon Go card is nonfungible,because one c

20、ard can be more valuable than another and exchanging it means you will have something different with a different value.For those unfamiliar with Fortnite,it is an online video game developed by Epic Games and released in 2017.It is a so-called Battle Royale Game,where players fight each other to bec

21、ome the last player stand-ing.It offers different game modes that enable users to not only fight each other but also watch concerts,build an island,or socialize.Introduction xxvvirtual worlds are starting to become intertwined experiences working in tandem.the fictional story shows what the metavers

22、e can become,and it wont be long before we live in such a future.In its most basic form,the metaverse is where the physical and the digital worlds converge into a phygital experience,augmenting both the virtual and the physical worlds.As we will discover,the metaverse will radically change our socie

23、ty and offer experiences that until recently would have seemed magical.the first glimpses of the metaverse can already be experienced,and people around the world are living,experiencing,and exploring it.In the com-ing decade,the metaverse will come alive,and it wont be too long before unique hybrid

24、experiences will become a(virtual)reality.Welcome tothe Metaversethe rise of these massive interactive live events(MILEs)is a first indica-tion of where the internet is heading and the opportunities that come with the next iteration of the World Wide Web.Who would have thought a few years ago that 3

25、3million people could attend a concert at the same time?All could experience it from the best possible vantage point and sharing that experience with friends who are scattered across the globe,creating collective memories in times when physical connections were not possible.online entertainment and

26、socializing in virtual gaming environments are very normal for Generation Z(those born between mid-to-late 1990s and 2010)and especially Generation Alpha(those born after 2010),even before the pandemic hit.Already,Generation Alpha,the first generation to be born entirely in the 21st century,will hav

27、e a completely different perspective on the(dig-ital)world than previous generations.these kids are born in an age when the iPad was introduced,Facebook became the dominant social network,and massive multiplayer online games(also known as MMos)attract millions of players.You might be familiar with t

28、he 2011 video of a one-year-old baby easily navigating an iPad but struggling with a paper magazine because she couldnt pinch and zoom.to her,the magazine was broken.8 Although Gen Alpha is,of course,also very familiar with physical artifacts such as childrens books or coloring books,the fact that x

29、xvi I N t R o d u c t I o N these children can so easily navigate the digital realm from an early age is an indication what we can expect as their brains are wired for the digi-tal world from the start.ten years later,the baby has grown up in a world where the internet is everywhere,always available

30、 at the push of a button,and online inter-actions are as normal as physical interactions.She looks at the world from a completely different perspective than Millennials,letalone the Baby Boomers who currently run the world.As such,she feels very com-fortable immersing herself in a virtual world with

31、 endless possibilities and opportunities,despite all the problems that come with that,as we will see later in the book.to her,the metaverse has always been here,and the more advanced our(digital)technologies will become and the more the physical and the digital merge,the better she will be able to n

32、avigate this so-called phygital world.one of the amazing new experiences that the metaverse has brought already is these massive interactive live events.to Generation Alpha,these MILEs offer substantial benefits over real-world concerts.First,they are easy to attend.children do not need to ask for p

33、ermission from their parents because they dont have to go anywhere.they can attend from the comfort of their home.Second,they can appear at the concert in their favorite outfit or character,using the avatar as an extension of their real-world personality,creating the ability for the ultimate self-ex

34、pression.If your child feels like going to the concert like a unicorn,they can,and it probably doesnt cost the world to be a unicorn either.Next,their friends from around the world will also be at the concert.Note here that Generation Alpha has friends from all over the world from the start.they hav

35、e made close friendships with people they might have never met in real life and probably never will meet physically.to them,globalization is not something that is bad,but an opportunity to meet new people and learn more cultures,albeit completely virtually.Finally,they will have front-row seats at t

36、he concert,even if they happen to be late for the show.In fact,they can stand next to their favorite singer while he or she is performing,taking a screenshot of the experience and sharing it with their friends who could not be there.once the concert is over,your children are already home in time for

37、 dinner.the best thing is that next week,they can go to another concert,without paying$100 for Introduction xxviian entry ticket that allows them to see their favorite artist from afar in the physical world.For many children,the virtual concerts offer as good an experience or even a better experienc

38、e than traditional physi-cal concerts.the metaverse will provide benefits like these interactive concerts and many more as portrayed in the fictional start that will be hard to ignore for both consumers and organizations.the metaverse offers a new way of doing business,connecting with customers,and

39、collaborating with colleagues.As we will see,those companies who have already stepped into the metaverse are already benefiting from it,creating increased brand loyalty,optimizing product design and creation pro-cesses,becoming more sustainable,and generally increasing their bottom line.Similar to t

40、hose companies who were first to adopt the internet when it appeared in the 1990s and those companies who were first to venture onto social media when it appeared in the late 2000s,those companies who have already entered the metaverse will reap the benefits from this new trillion-dollar social econ

41、omy that will be created this decade.However,as we will also see,it is not business as usual in the metaverse.Yes,the immersive internet is another channel that you need to master as an organization,but it is a channel that requires your full attention.It will require significant up-front investment

42、s,trial and error,and strong connections with your community.After all,designing a series of nonfungible token(NFt)collectibles related to your brand or creating an immersive digital version of your headquarters for your cus-tomers to explore during the pandemic is a lot more capital-and resource-in

43、tensive than creating a social media campaign.In addition,“datafying”processes and embedding operating equipment with sensors to create digital twins(virtual representations of physical processes or assets)that will provide valuable insights to constantly monitor a remote production facility and con

44、tinuously improve its output is easier said than done.Finally,moving from Zoom or teams to a virtual reality meeting room where employees from around the world can come together,collaborate,and spend potentially even more time in the virtual world requires a sig-nificant change in employee behavior.

45、As we know,building the technol-ogy is the“easy”part,while changing user or employee behavior is a different ballgame.xxviii I N t R o d u c t I o N of course,for the metaverse-natives(Generation Alpha and,to a lesser extent,Generation Z),embracing the metaverse is easy.the chal-lenge lies with the

46、older generations who are not accustomed to an omnipresent immersive internet and persuading them that embracing virtual and augmented reality offers new opportunities,including amaz-ing experiences.this book aims to help you understand the metaverse,what it is,how it will work,how you can benefit f

47、rom it,and how we should build it.of course,no book on the metaverse is complete without referencing its origin.the metaverse is a term coined by novelist Neal Stephenson in his famous 1992novel Snow Crash(Bantam Books,1992).the novel defines the metaverse as a place where people use virtual reality

48、 headsets to interact in a digital game-like world.the novel has enjoyed cult status,especially among Silicon Valley entrepreneurs,and HBo is turning the book into a series.the same applies to the book Ready Player One(crown Publishing Group,2011)by Ernest cline,which was turned into a movie by Stev

49、en Spielberg in 2018,where the protagonist depicts the metaverse as a“virtual universe where people go.for all the things they can do,but stay for all the things they can be.”9 Both sci-fi books see the metaverse as a digital universe that we interact with using virtual reality.this falls short of t

50、he actual metaverse that is being constructed at this moment,where virtual reality is only one channel to interact with the metaverse.In addition,both authors depict the metaverse as commercially owned and as a way to help people escape the dystopian reality of the future world.While this is certain