The next evolution of the Internet is expanding every day with the development of an immersive virtual world. What is this new proposal that modifies habits and changes the paradigm of communication?

From Science Fiction books to the new reality. What was once a simple word written in a novel, is already happening today. metaverse, that term coined by Neal Stephenson in his book snowcrash, In 1992, to refer to a fictional virtual world, it reaches the real world with proposals that will change the logic of communication and lifestyle and consumption habits, according to its promoters.

Where before a person had to travel and attend work, the store or a meeting with friends in person, they will soon be able to do so from home with technologies such as Virtual reality (VR) and augmented reality (AR).

“The simplest definition of Metaverse refers to a virtual world where humans interact represented by their avatars within a social environment,” he begins. Make sure you live Pablo Putrueli, Chief Technology Officer (CTO) of Nawaiam, a regional company that bet early on the metaverse.

Meta (formerly Facebook), Microsoft, Epic Games, Nike and many other companies have already confirmed that they are working on a business that will reach US$800,000 billion - equivalent to the sum of the economies of Colombia, Ecuador and Argentina. Its development has expanded rapidly and is surprising humanity these days.

Why did its arrival have such a big impact? Putrueli says that Facebook's push "gave it its first blow of impact" and maintains that its landing "comes at a time of virtual expansion." On the other hand, he asserts that Covid-19 accelerated the digital transformation, "forcing people to adopt more tools to be able to stay connected on different platforms, both at work and socially."

Vital characteristics

Its presence makes a difference among existing technologies. It has characteristics that, according to analysts on the subject, make it unique and differentiate it from current versions of the Internet, virtual reality or augmented reality, tools that the metaverse itself appropriates, integrates and enhances.

Under this line, expert observers from SURA Seguros summary to Make sure you live the vital characteristics that the metaverse possesses:

• Continuity. It will always be available and continuous. It does not “turn on, turn off or suspend”
• Synchronous and live. It will be a live and consistent experience for everyone.
• No limit on simultaneous attendees, but with a sense of individual participation. Everyone can attend mass events, but maintaining individual freedom and presence.
• A fully functional economy. Individuals and companies will be able to invest, buy, sell and work.
• Multiple experience. Abarca the physical and digital, public and private, individual and community universes.
• Unprecedented interconnectivity. Digital assets and identities (skins, cryptocurrencies, digital identity, accessories, etc.) can be used transversally and without barriers in the metaverse, regardless of the application, video game or environment in which they interact.
• Wide variety of creators and contributors. Content and experiences developed by both individuals and organizations.

Technology, a challenge

For the expansion of the metaverse to be possible, not only the development and implementation of technologies that improve the experience is necessary, but also access to it. 

For Nawaiam's CTO, the biggest barrier is precisely making it a "mass technology that reaches more people" and adds: "Expectations are already set, big brands are already joining the game, now we have to see how we can captivate the average user."

Among these technologies are devices such as VR/AR headsets and glasses, smartphone apps, holographic displays, projectors, batteries, special cameras, speakers and sensors, among others. 

There are many firms involved in this universe. Among them, the most prominent at the moment is Oculus, which provides VR headsets and is now owned by Facebook; Microsoft's HoloLens headsets; HTC Vive VR systems and PlayStation VR headsets.

The impact and the brands

This is how he Metaverse It is beginning to spread to various sectors that go beyond professional life. Soon (and in some cases it is already happening) people will be able to go shopping, attend classes or spend time with a distant friend as if they were right in front of them.

“Change promises to come from multiple angles, to achieve a virtual shopping experience as if you were at a fashion show or to be able to meet in a room with people from different places, exploring new thoughts, without the biased view of who or how I am,” shares Nawaiam’s CTO.

Brands are already doing their part to keep up with the trend. Although experts say that building and installing this huge amount of technology and infrastructure can take between 5 and 10 years, companies have yet to present their first proposals. 

For example, Walmart, through the creation of a 3D environment, offers users to walk through its brand's aisles in virtual reality. All of this is supported by a hologram called the 'Shopping Assistance Module' (SAM) that assists the buyer in the process.

On the other hand, brands such as Nike and Adidas launched their NFT (Non-Fungible Tokens) sneakers that will serve not only to demonstrate the ownership of such items, but also to equip video game characters or avatars themselves.

In the workplace, Microsoft will bring the metaverse to its Teams platform under the name 'Mesh'. This proposal will allow people in different locations to join together in shared holographic experiences, using the platform's own productivity tools.

“In the consumer and retail industries, it will be possible to build greater consumer loyalty to the brand. In the field of education or the exchange of virtual goods, there is also much to develop. Every social experience, whether for commercial purposes or just for fun, will find in the metaverse a range of stimuli to captivate users,” Putrueli himself shares in detail.

How far will this Internet revolution go? What new possibilities will open up in this virtual world? Beyond the initial amazement, no one yet knows.