Capgemini: Total Immersion
How immersive experiences and the metaverse benefit customer experience and operations.
Last updated
How immersive experiences and the metaverse benefit customer experience and operations.
Last updated
Capgemini Research Institute 2022 Total Immersion: Focus on how immersive experiences and the metaverse benefit customer experience and operations
Mixed reality (MR) technology has allowed companies to provide a more immersive, sensorially engaging way of interacting with products/services - strengthens customer loyalty & retention
Popularity of AR games like Pokémon Go or Snapchat's AR filters - 63% of active users engage with its AR features
Beyond customer experience, MR tech used to improve industrial operations & employee experience (e.g training, remote ops., maintenance)
Advent of the metaverse has lent impetus to the MR discourse; market size projected between $500 million-$1 trillion by 2030
-Surveyed 8k consumers & 1k orgs across various sectors/geographies
Research on immersive experiences was supplemented with in-depth interviews and social listening.
Report is divided into four parts: how immersive experiences benefit customer experience/operations, defining the term "immersive experience", examining low consumer adoption of metaverse to date, and how organizations can harness technology for customers/operations.
Immersive experience consists of flat user interfaces (2D), natural & spatial interface, extended reality (3D).
Metaverse defined as network of virtual worlds where people play, shop, socialize or work via their avatars.
The metaverse is a decentralized 3D virtual and hybrid space that combines online digital and real-life experiences, independent of place, time or device.
Benefits include stronger emotional connections with consumers, ownership of intellectual property to individuals/communities, reinvention of the employee experience & supports collaboration and drives transparency/efficiency in processes.
Can be experienced through Web 2.0 (Roblox/Fortnite) & platforms such as Meta's Horizon Worlds, Spatial etc., transitioning to Web 3.0 for improvements in real life sensations & co-presence
Organizations using immersive tech on web/mobile to allow consumers to try cosmetics etc virtually; also useful for internal operations like remote support/training
Half the surveyed consumers feel these immersive experiences can be impactful & valuable during their buying journeys (esp retail shopping); 9 out 10 curious about metaverse
Interest in the metaverse lies mainly in its potential for interacting with family, friends, and colleagues (in a work context).
Gamification (using gaming mechanics to promote engagement/interest) is also of interest.
Metaverse commerce & virtual try-ons are two other topics gaining attention.
Retail & manufacturing organizations have seen highest degree of consumer interest.
Organizations recognize opportunity but face challenge in scaling initiatives.
From survey, most executives prioritize marketing/advertising as top use case followed by recruitment/onboarding.
Scaling successful when there's a center of excellence driving roadmap & technical competencies; prioritizing right use cases; addressing safety/security concerns around the metaverse
Immersion technologies have immense potential to enhance consumer experiences
AR and VR headsets, along with smartphone applications such as AR filters on Snap or QR code scanners, are gradually gaining traction
Organizations can benefit from partnering with peers and consumers to co-create immersive experiences
Survey indicates that many consumers experience a sense of familiarity with immersive technologies (familiarity highest for mobile/web/PC-based immersives at 64%, lowest for ER headsets at 39%)
Familiarity with immersive technologies varies, but more than half of consumers have expressed a positive affinity for them.
Metaverse has slightly lower familiarity and positivity compared to other immersive technologies.
Positive affinity for immersive experiences could lead to 52-point NPS improvement over those without.
Tweets highlight impact of AR/VR on consumer experience (ex: Green Planet AR Experience).
77% believe that immersive experiences will significantly change interactions with people/brands & services.
High impact on consumer journey from using immersive technology.
Average consumer responses for 8 categories: banking/insurance, consumer products & household goods, healthcare/medical devices, high engagement products, media & content, retail shopping, telecom services and training/education
Half of consumers believe immersive technology will be valuable to them throughout the customer journey
58% expect it to be impactful during product selection and purchase; 49% during product usage and support
Example 1: Canadian cosmetic brand MAC Cosmetics uses AR to enable customers select cosmetics based on skin tone (200% more engagement)
Example 2: Adidas partnered with Vyking to build a virtual try-on iOS app (boost conversion rates + reduce returns)
Example 3: Nest Thermostat uses voice assistant such as Alexa (spatial or natural interaction)
Immersive offerings (virtual showrooms, virtual product testing/demos) can be accessed from any internet-enabled device.
Research indicates that consumers face pain points in their online buying experiences, and immersive technologies may help address these issues.
High engagement items (expensive products requiring considerable thought/trials before purchase) could benefit from using AR to overcome barriers to selling high ticket items online.
Furniture retailers have launched AR or MR apps which allow customers to place digitalized images of furniture in living rooms virtually; some include room design features.
High-engagement segment is only area where consumers rate physical experiences as more important than digital experiences
69% believe immersive digital experience will lead to more online purchases
77% agree interactive experiences enable better purchase decisions, reducing return rates and improving sustainability
Retail, training/education and life sciences are sectors where immersive experiences would be impactful/valuable (Figure 6)
Immersive technologies gaining traction in training/education; improves comprehension & retention compared to existing formats
AR, VR & MR used for medical training: increased efficiency by 60%, saved $1,440 per trainee
Cincinnati Children's Hospital uses VR to "virtualize" surgeries before actual operation or convert MRI scans into 3D representations
60% improvement reported in training efficiency with Microsoft's HoloLens
7/10 organizations believe immersive experiences will be a key differentiator in the market
75%, 61%, 57%, 57%, 48%, 43%, 37% and 36% of consumers state immersive experiences might be impactful and valuable in Retail Shopping, Training & Education, Life Sciences- Healthcare, Medical Devices etc., Consumer Products & Household Packaged Goods, High Engagement Products, Banking & Insurance, Media & Content (movies streaming TV shows) and Telecommunication Services respectively.
Room Planner by West Elm allows users to map out a room and drag/drop items from its catalog
Threekit co-founder Ben Houston states that furniture market has been massive adopter of AR - IKEA made their whole catalog virtual w/500 fabrics or 12 styles; customers are more likely to buy if they can see exact model considering
Nike Fit scans customer’s feet through smartphone camera to check shoe size by collecting 13 data points mapping foot shape with high accuracy
Cosmetics brands like L'Oréal MAC Cosmetics Chanel allow users to try on lipstick or eyeshadow virtually
Only handful of organizations scaling initiatives (Figure 8); reasons for low scaling explored next section
Organizations are scaling consumer-focused immersive initiatives through various sectors, such as media and content, discrete manufacturing, life sciences, telecoms and financial services.
These initiatives include product advertisements; creating consumer connections with experiences; using augmented reality to virtually look up products; producing immersive movies/shows/streaming content; developing tokenized digital goods or NFTs of artwork and characters; creating immersive catalogs/instruction manuals for products; providing digital tools/experiences for patient care (e.g., pain & anxiety reduction); enabling new content discovery on streaming applications & services etc.
There is an opportunity to engage with consumers who own AR/VR headsets: 3 in 5 have used or would like to use their headsets for apps beyond gaming (62%); 60% are willing to use them for interacting w brands etc.; 59% want more products & services available through these headsets.
38% of surveyed people have not used an immersive application, but would like to
41% of surveyed people are willing to use an immersive application on mobile or the web
62% of surveyed consumers are excited about using immersive experiences on the web or mobile compared to 66% for AR/VR headsets
54% prioritize AR/VR technology for organizations over 51% prioritizing web and mobile experiences
Immersive tech has been in operational use for more than a decade with industries such as automotive, aerospace, and defense relying on MR for training, remote operations, and design collaboration.
Benefits from both AR & VR include higher productivity & efficiency as well as increased safety.
-Organizations can bring specialized expertise to shop floor by utilizing immersive experiences.
Ford and Bosch developed a VR tool to train technicians on Mustang Mach-E
Dave Johnson (Ford Service Engineering Operations Director) says it allows techs to understand components/steps for service of high voltage systems
Airbus uses AR, VR, & MR across its operations; designed/deployed VR tools for aircraft design process; engineers use VR to visualize/interact with 3D models before developing physical parts
AR glasses used by electrical teams allow 25% faster installation
SentiAR creating an AR tool that can guide surgeons during cardiac interventions - improve point navigation accuracy up to 50%
Allianz uses AR in claims process - live video assessments of damage from remote locations using AI, collect data such as photos, signatures etc.
100k+ remote claims processed within 1 year, 6 million km travel saved & improved claim resolution times
Dave Johnson is the Director of Ford Service Engineering Operations
Organizations recognize the opportunity presented by immersive technologies and want to take advantage of them
65% of organizations believe that immersive tech will help employees do their jobs better
Benefits include improved collaboration, increased efficiency, reduced turnaround times, cost savings
Dr. Hendrik Witt (TeamViewer CPO) states: Immersive technology can speed up processes, lower error rates & improve quality through wearable computing solutions
Most implemented use cases for internal operations in selected sectors: Retail floor planning & Logistics/Operations Visualization (AR markers to track packages)
Discrete Manufacturing sector has Remote Operations AR-based remote assistance and Testing/Digital Prototyping using VR for design/engineering reviews
Organizations can save money and help the environment by reducing number of prototypes built.
Financial services use AR-based solutions to collect images of insured property with better accuracy, faster claims processing, improving customer satisfaction scores.
VR used for data visualization and process-flow visualization; helps analysts draw more intuitive insights faster.
Life sciences: VR training improves overall surgical performance by 230% compared to traditional methods; US startup enables surgeons to plan/rehearse surgeries using Oculus headsets & 3D scans of patients.
Most implemented immersive tech use cases in selected sectors: media/content (facial/movement tracking for characters), telecom (on-field support, remote assistance).
Industrial training is a useful application of digital twin enabled XR.
Immersive Field Simulator is a VR and MR-based training tool that provides targeted, on-demand skills-based training.
Samsung Electronics uses Gather Town metaverse platform to connect with jobseekers.
Wunderman Thompson used the metaverse for employee onboarding during the pandemic.
Two in three organizations have developed a short-term roadmap (1-2 years) for immersive initiatives.
Steven Conine of Wayfair believes 3D models could be associated with every home in US to help customers visualize products & guarantee fit/style they want.
Industrial metaverse harnesses technologies like XR, IoT & connectivity - Renault Group hosts 100% production lines & supply chain data; able to monitor 90% supply flows
Company is aiming for 60% reduction in vehicle delivery time, 50% carbon footprint reduction and significant innovation cycle reduction
BMW: digital twin of factory to optimize production time/cost; simulated 300 chassis on conveyor belt to optimize employee safety
Ericsson using Nvidia's Omniverse platform to build virtual versions of real cities and determine optimal placement of antennas
100% Renault Group production lines (8,500 pieces) & 100% supply chain data hosted in Renault Group Metaverse
Tommy Hilfiger "See Now Buy Now" collection livestreamed on Roblox with avatars dressed from the collection walking through virtual NYC ("phygital" fashion presentation)
Metaverse Fashion Week: Tommy Hilfiger pop-up shop featuring 3D incarnations of actual physical merchandise; consumers showing interest
The benefits of developing the metaverse for internal operations include an appetite from consumers, training employees on safety and product features, recruitment, employee onboarding, financial advising and support, remote assistance in retail store layout and design using virtual reality, telemedicine and remote diagnosis through immersive technology.
Only a few organizations are piloting initiatives due to lack of consumer adoption (60%), low tech maturity (62%), affordability (36%).
The passage also mentions AI/AR adapting seamlessly to different skin tones/face shapes.
We need to apply the same sense of inclusivity with our technology as we do with our products.
62% of organizations lack management commitment to immersive initiatives, 60% lack clear vision and roadmap, 56% don't have technological solutions/platforms for developing use cases and applications, 58% don't have investment or computing platforms for data storage/analysis, 56% lack connectivity infrastructure, 58% lack consumer adoption.
Low adoption of mixed reality glasses is a challenge; Unity Technologies CEO believes AR/VR will be big by end of decade but not as big as mobile phones.
In nearly 40%, immersive initiatives are still considered one-off projects rather than continuous improvement links due to decentralized governance (2 in 3 orgs).
Metaverse holds promise of new consumer interactions & experiences - concept not unfamiliar but similar to social media etc from before.
TRON brought virtual interactive worlds to mainstream attention in 1982
Computing capabilities are making the metaverse closer to reality
Satya Nadella (Chairman and CEO of Microsoft): The metaverse is transforming how we participate
Media/entertainment industry has tapped into the metaverse for new experiences
NBA collaborating with Niantic (maker of Pokémon GO) on NBA All-World: overlay a video-game environment on real-world map and use basketball courts for virtual games
The potential for mass interaction exists, but currently only possible in small groups
Capgemini Research Institute surveyed 8,000 consumers about their curiosity and experience with the metaverse
93% of consumers are curious about the metaverse; 55% are excited
180,000 social media mentions of the metaverse: 37% positive / 7% negative
Organizations/brands can have a strong presence in ground floor of metaverse to gain competitive advantage
Roblox users (under 18): 67% under 16; 52.2 million daily active users & 11.3 billion cumulative hours engaged end Q2 2022; 400 million monthly active users
Tweets highlighting excitement for possibilities of Metaverse
VR- and AR-enabled #metaverse banking will develop faster
Gucci made a physical collection & special experience in Roblox
Canada, South Korea, and Japan have highest number of metaverse-experienced consumers
Early adopters are Gen Z & Millennials
Lowest annual income bracket (< $20,000) has highest adoption rate
Mobile/PC applications, along with AR/VR gaming parlors, have enabled younger generations to experience the metaverse without needing expensive hardware.
Full-time students and self-employed professionals are most eager to experience the metaverse (with other categories hovering around average), except for retired consumers.
Early adopters of the metaverse are likely gamers who have more familiarity with virtual environments and time on their hands.
Consumers interested in the metaverse primarily focus on social interaction & commerce; they're interested in interacting w/ friends & family (43%), followed by work colleagues (39%).
Another use case is gamification - example is Wendy's US fast food restaurant targeting gamers via Fortnite game mode "Food Fight". This amassed 1.5 million minutes watched & 250K views on Twitch + 119% increase of mentions on social platforms.
Beyond entertainment features, 25% expressed interest in experiencing/trying and possibly purchasing products & services through the metaverse; only 18% expressed interest in buying NFTs.
Gen Z & under 21 age groups could be influenced by spending habits through Metaverses as Roblox Corporation saw 13% growth for U13 demographic + 30% growth for O13 year over year Q2 2022
93% of consumers surveyed were interested in interacting with friends and family, work colleagues, participating in gamification activities, engaging in metaverse commerce/purchasing, trying products/services, exploring new ideas/concepts/people/art, visiting virtual concerts and shows, purchasing virtual real estate or NFTs.
1.5 million minutes watched of Wendy's "Food Fight" promoting their message of "fresh never frozen" meat
Commerce and brand experiences rank next to the social aspects that consumers are interested in
Retail shopping and product organizations have highest interest from consumers (78%, 77%) respectively
Banking & insurance (56%), life sciences (50%), training & education (44%), consumer products (55%) , telecommunications services(51%) also show high levels of interest
Nike using Roblox as a metaverse to model physical headquarters while users can dress avatars with Nike products; 6.7 million players visited since launch
Source: Capgemini Research Institute, Immersive Technology – Consumer Survey (July-August 2022, n=8,000 consumers)
Metaverse amplifies consumer concerns around social media; negative impact on user can be more personal and physical
Limited sample of metaverse-experienced consumers suggests hostile environment for women, people of color, sexual/gender minorities
29% users personally cyber-stalked/bullied/harassed in the metaverse
Over 180K conversations analyzed on social media about metaverse - consumer concerns highlighted include sexual harassment, safety & privacy issues
Key outcomes from social scan of metaverse: concern about sexual harassment, mental health concerns (addiction/isolation), interoperability between platforms and integration with real world
Metaverse hostile to women, people of color, sexual & gender minorities
People have experienced cyber-stalking/bullying/harassment in the metaverse
27% of consumers stated they've been cyber stalked; 29% stated they know friends or family who have been cyber stalked; 67% expressed other concerns (data collection & control of personal assets)
Technology and user interface challenges common among current/emerging platforms but ethical and safety issues call for action from all players
Percentage of Consumers Who State Challenges in their Use of Metaverse: 76%, 72%, 60%, 56%, 51%, 41% and 38%.
Challenges Include: Too much personal info being collected; Lack of control over personal assets (avatars, digital personas) & data; Concerns about use of social media; Possibility for echo chambers & polarizing populations; Investing & getting locked into an ecosystem, more ads/promotions; Allowing children to use metaverse.
Potential Challenges Organizations Face with Metaverse Applications: Understanding power that’s now at disposal.
Interoperability Needed Between Virtual Worlds to Preserve Consumer Convenience.
Chief Metaverse Officer Role Established by Major Studios, Design Houses and Marketing Firms.
Metaverse Must Be Open with Major Players Synonymous With What Web Stands For In Line Of Business.
Potential Impact Of The Internet Far More Than Initially Dreamed It Would Be
Metaverse expected to be multi-trillion dollar opportunity
Organizations started looking into metaverse after Facebook's rebranding in October 2021
Two thirds of organizations believe the metaverse will change how people interact with brands long term
Brands need to define purpose, design experiences and bring consumers to engage in new world
Consumers curious but wary about full immersion; 8% already have presence while 15% plan within a year
Metaverse market expected to be worth over $500 million by 2030; 10% of marketing/advertising budget could be spent on it
Top use cases for metaverse are virtual events for product demos (73%) and recruitment (60%)
Marketing and advertising events for new products/features (theme parks, fashion shows)
For recruitment & on-boarding; collaboration for internal employees; employee training
Setting up virtual stores for product display; selling virtual goods; selling metaverse twins for physical goods
Metaverse presence seen as essential to competing in jobs market but many organizations are taking a "watch-and-wait" approach due to low adoption among paying consumers
Concerns about domination of the metaverse by handful of players (68%)
Kering group views Metaverse as way to innovate and differentiate themselves
Immersive technology can be used to reimagine customer journey and internal operations.
Organizations should make a carefully planned entry when implementing immersive technologies to ensure maximum effectiveness.
Focus areas for organizations include:
-Identifying and selecting use cases based on value delivered while maintaining brand consistency
-Building a center of excellence to drive initiatives at scale
-Designing measures for consumer privacy and safety
-Leveraging external agencies, partners, & end users to co-create presence
-Enriching community aspect in order to build customer retention
Immersive technologies should be used to benefit front-line employees and consumers, not just for technology's sake.
Organizations often focus on generating revenue with these technologies without considering the outcomes for employees and consumers.
Change management is key in order to highlight benefits of initiatives and overcome employee resistance.
Having a central team (innovation hub or center of excellence) can help drive scaling of initiatives.
Fig. 25: Governance for immersive initiatives is largely decentralized
Governance and implementation structure of immersive technologies in organizations varies on a case-by-case basis
13% use Centralized governance model to oversee all immersive initiatives of the organization
21% use Decentralized distribution model with each business unit framing and governing their own initiatives
66% already have loads of implemented use cases
Tried to understand legally what others are doing, and what patents they're claiming for globally on the metaverse
62%: lack management commitment to immersive initiatives; 56%: lack clear roadmap to adoption; 55%: lack cross-functional collaboration
Central team helps scale & educate organization (e.g., marketing, HR, operations) about potential new techs & trends (social commerce, NFTs, gamification); need understanding complex technology & opportunities/impact on existing functions
Recruited talent from gaming industry but lacking cross-functional culture/internal marketing expertise; data competencies also needed
Central body should be backbone of implementation but designed around product/demand decisions rather than over-centralized strategy Key roles include: Identifying/prioritizing use cases w/roadmap; selecting tech platforms + KPIs success metrics; budgeting + accounting etc.; scaling + adoption support individual biz units Design measures promote consumer privacy safety
Brands have faced backlash from associating with less-than-acceptable content
Organizations should take steps, from design phase, to ensure positive experience for consumers:
- Select platforms/technologies with strong content/moderation
- Create ethical framework & guidelines for selecting platforms/technologies
- Ensure associated platforms adhere to brand values and standards
- Build portals & channels to address consumer grievances
- Establish dedicated teams for quick action, response & resolution
Platforms chosen must support brand strategy (clear understanding of who they are trying to connect with)
Strengthen digital assets and omni-channel integration (hardware infrastructure required; 3D models; porting onto web AR or Unity/Unreal Engine)
Omni-channel integration ensures smooth experience across different channels (website->metaverse->order management system etc.)
Enrich community aspect in order build customer retention
Nike leverages external agencies, partners and end users to co-create and establish a presence
Vans replicated a real-world skate park in the metaverse for consumers to practice skills with friends
Organizations need external capabilities & partners to deploy & test potential quickly
End users can be given access to organization's assets to co-create without legal jeopardy
Organizations can partner with peers to create engaging experiences for audience
Half of consumers see immersive experiences as positive influence on product buying cycle
Organizations are benefiting from AR/VR technologies in terms of improved internal operations and better employee experiences.
Adoption of immersive applications on web/mobile have increased in recent years.
Organizations have a plethora of opportunities with the metaverse space.
Large proportion of consumers want to engage with the metaverse when it becomes accessible to them.
Scaling challenges exist for organizations deploying these technologies across operations, need central team support and attention to privacy & safety issues to ensure a safe virtual environment is created.
Consumer survey conducted with 8,000 people over 18 in 12 countries (Asia Pacific, Europe & North America) - July-August 2022
Consumer Survey: 8,000 participants; work status and annual household income (full-time employed, part-time employed, unemployed etc.)
Executive Survey: 1,000 organizations across eight sectors; generate >$1 billion in revenue; 80% have ongoing immersive experience initiative
Organizations by headquarters/revenue/sector/sub-sector (Australia, Canada etc.); Discrete manufacturing sector largest
Status of immersive experience initiatives - some plans to implement within next 12 months & some with ongoing initiatives
Plans to implement an initiative for immersive experiences within the next 12 months: No
Social listening analysis conducted in August-September 2022 on Google Search analytics, social media analytics (Talkwalker), sentiment analysis and emotion detection: Yes
In-depth interviews with experts from large organizations implementing immersive experience & metaverse initiatives + technology firms delivering solutions: Yes
Sources referenced include Hootsuite, GlobeNewswire, Verified Market Research, Statista, Finance Monthly PerfectCorp, Virtual Reality Marketing, Google Support Indigo Digital Elm Learning Forrester Unity Blog Cincinnati Children's Hospital Medical Center The Hustle Sole Collector Capgemini Research Institute Airbus: Yes
Ford and Bosch are using virtual reality to train technicians on all-electric Mustang Mach-E (Feb. 2020)
SentiAR raises $5.1 million for holographic cardiac ablation guidance system (April 2021)
Allianz uses SightCall for digital transformation of claim assessment (Jan 2022)
PTC provides guide on when to use what kind of AR in industrial enterprise (n/d).
VR applications used in 23 industries according to Virtualspeech research (March 2022).
Lercari Group also uses Sightcall for digital transformation of claim assessments(n/d).
VR and AR used in financial data visualization, per Mazer research (Feb 2022).
Virtual Reality can help train surgeons, according to HBR Research study (Oct 2019).
ImmersiveTouch® is a medical VR solution offered by Medical VR Solutions company(n/d.).
ARKit 6 offers more exploration opportunities with Apple Developer platform( n/d.).
Honeywell introduces VR based simulator to optimize training for industrial workers(Oct 2020)
Samsung tries recruiting staff in metaverse as reported by Korea Joong Ang Daily newspaper(Sept 2021).
More companies sending new hires straight into the metaverse via Worklife reportage(June 2022).
3D technology helps grow online home goods sales, Wayfair co-founder suggests per CNBC article(June 2021 ). Renault Group's Industrial Metaverse leads to 780 million euro savings as reported by Financial Express paper.(Nov 15th ,2022 ) CBS News reports Companies race build Digital Twins in the metaverse.( March 2022 ) Ericsson & Nvidia create Digital Twin 3D cities aid 5G buildout - RCR Wireless news coverage.( Nov 2021 ) Tommy Hilfiger presents new Metaverse show - Metanews announcement.( Aug 2022 ) Forbes article explains why CEO believes Metaverse fashion week added value business - Mar 20212. Unity CEO John Riccitiello describes realities&distractions of the metaverse – Fast Company magazine October 20224 . Satya Nadella post on LinkedIn about how The Metaverese transforms world from factory floor meeting room-( Post Jan 20214.) Like it or not ,Metaverses may be next big thing events & conferences – Forbes Article November 30th 20121 Niantic unveils NBA All World mobile game ‘Real World’metaverses– VentureBeat June 20222 Roblox user & growth stats 2 022 Backlinko October 10th 20222
Statista: User engagement with Roblox games from 4th quarter 2018 to 2nd quarter 2022
Influencer Marketing Hub: 55 Amazing Roblox Statistics Revenue, Usage & Growth Stats
VMLY&R: Keeping Fortnite Fresh (accessed on October 13, 2022)
Roblox: Q2 2022 Supplemental Materials (September 8, 2022)
CNBC: Nike teams up with Roblox to create a virtual world called Nikeland (November 2021)
Nike Third-quarter conference call (March 21, 2022)
MIT Technology Review: The metaverse has a groping problem already (December 16, 2021)
Pew Research Center: The state of online harassment (January 2021)
—Verified Market Research/Statista Global Metaverse market size/Metaverse market revenue worldwide from 2021 to 2030(July/August 2022 respectively )
CoinDesk It's lonely in the metaverse Decentraland’s 38 daily active users in a $1.3B ecosystem(October 2020).
Sport Techie Metaverse platforms Decentraland and The Sandbox see less than 1k Daily Active Users according to data from DappRadar.(October 2020).
Vogue Business Kering's Pinault says metaverse will be ‘disruptive phenomenon'(February 2020)
The Drum 21m people have now visited Nike’s Roblox store. Here’s how to do metaverse commerce right.(September 22 ,2022 ). — Vans Launches “Vans World" Skatepark Experience In The Roblox Metaversecapgemini research institute authors North America Carina Rolley Head Nica Huestegge VP Jiani Zhang EVP Andrea Denaro VP Darshan Shankavaram EVP Jerome Buvat head Charlton Monsanto Alex Smith-Bingham Alexandre Embry CTIO
Capgemini Research Institute conducts research on the impact of digital technologies on large traditional businesses
The Institute has dedicated research centers in India, Singapore, the UK, and US
Authors thank various people for their contributions to this research
Charlton Monsanto is Global Immersive Experiences Offer leader DCX North America & Head of Design & Interactive
Alexandre Embry is CTIO – Immersive Technologies & Head of Capgemini Metaverse-Lab
Jason Crellin is CTO, Global CX
Lorna Neville is Global Marketing for Immersive Experiences Offer
Regional contacts include Sargon Korkis (DACH), Delphine Ferrand (France), Mike Buob (North America), Nitin Dhemre (Frog-Capgemini Invent), Carina Rolley (NA) Ashish Minocha(India), Borja Tinao(Spain) Dominic Corrigan(UK) Costanza Pluchinotta(Italy).
Immersive technologies should be used to benefit front-line employees and consumers, not just for the sake of using technology.
Organizations often focus on generating revenue from immersive technologies without considering outcomes for end users.
Immersive tech use cases must align with a business objective and provide benefits to employees & consumers in order to maintain brand loyalty.
Change management is necessary when implementing immersive initiatives - highlight benefits & work towards overcoming employee resistance.
An innovation hub or center of excellence can help drive scaling of metaverse use cases.
Fig.25 Governance for immersive initiatives is largely decentralized
Governance and implementation structure of immersive technologies in organizations: 13% Centralized, 21% Decentralized, 66% Other
Use cases already implemented & scouting globally on metaverse to collect reports/inputs
Only 1 in 5 (21%) organizations have centralized approach; majority (2/3) have distributed model
62%: lack of management commitment; 56%: lack of clear roadmap to adoption; 55%: lack of cross-functional collaboration
Central team needed to scale & educate rest of organization about potential new tech (social commerce, NFTs, gamification etc.)
Recruited talent from gaming industry but lacking culture & marketing expertise
Cross-functional roles include: prioritize use cases + roadmap; select technology+vendors for specific use case ; KPIs for success + baseline metrics ; budgeting+accounting ; scaling+adoption ; center for excellence w ethical framework + technical competencies
Ethical and privacy concerns significant among consumers
Brands can suffer a backlash if associated with negative content in other channels, including calls for boycotting
Organizations should take steps to ensure positive experiences for consumers (e.g. selecting platforms/technologies with strong moderation, creating ethical framework and guidelines, building portals/channels to address consumer grievances)
Platforms chosen must support brand values
Investment in digital assets necessary (e.g. hardware infrastructure, 3D models and porting onto web-based AR or Unity/Unreal Engine)
Omni-channel integration needed across touchpoints, order and inventory management systems
Retention challenge lies in building a strong community aspect to experiences/content (eg virtual Nikeland world on Roblox had 21 million visitors as of Sept 2022)
Nike uses LeBron James to draw interest during NBA All-Star Week
Vans created a virtual skate park in the metaverse for consumers to practice skills with friends
External agencies and partners can help organizations quickly deploy immersive technologies
Consumers could co-create w/o legal jeopardy, fostering loyalty & adhering to brand values
Organizations can partner with peers to create engaging experiences for audience
Half of consumers see immersive experiences as a positive influence on product buying cycle
Organizations are benefiting from AR/VR technologies in terms of improved internal operations and better employee experiences.
Metaverse space has a plethora of opportunities open to organizations, but consumer concerns about privacy and safety remain.
Organizations need a central team to drive initiatives and resolve legitimate concerns for metaverse adoption.
Consumer survey conducted with 8,000 people over 18 years old across 12 countries in Asia Pacific, Europe, North America (demographic details provided).
Capgemini Research Institute surveyed 8,000 consumers and 1,000 organizations in July-August 2022.
80% of these organizations generate more than $1 billion in annual revenue and have an ongoing immersive experience initiative.
Work status of the consumer survey: 2% full-time employed; 10% part-time employed; 0.4% unemployed; 3% full-time student; 6%-9%, self-employed/consultant/freelancer; 10%-18%, retired or military.
Annual household income range for consumer survey: less than $20K to over $140K+.
Organizations surveyed included those from 8 countries (Australia, Canada, France etc.) with headquarters in 15 different countries (UK, US etc.). Revenue ranged from between 1 and 5 billion USD to over 50 billion USD+.
Sectors represented by the organization survey included discrete manufacturing (32%), industrial manufacturing (28%), automotive (23%) etc., down to life sciences & media/content at 10%.
Status of immersive experience initiatives among target sample - plans to implement within 12 months or ongoing initiative already underway.
Implementing an initiative for immersive experiences within the next 12 months is not planned
Social listening analysis on metaverse was conducted in August-September 2022
Google Keyword Planner data analyzed with a total search volume of 135 million from June 2021 to July 2022
Talkwalker used for social media analytics on Twitter, Reddit, and YouTube (180k conversations during timeline: August 2021-July 2022)
Sentiment analysis based on Talkwalker results using machine learning to classify sentiments into positive, negative or neutral (90% accuracy) in 92 languages (timeline: Aug. 2021 - July 2022)
Ten interviews with experts from large organizations that are already implementing immersive experience & metaverse initiatives as well as technology firms delivering these solutions were conducted
References include Hootsuite, GlobeNewswire, Verified Market Research Statista & Finance Monthly re Metaverse market size; PerfectCorp re MAC customer engagement w/ digital tools; Virtual Reality Marketing re Adidas AR Sneakers Try On app; Google Support re Control Nest products w/ Alexa; Indigo Digital 10 best AR shopping apps list; Elm Learning info about AR for eLearning; Total Economic Impact – Forrester study of Mixed Reality using Microsoft HoloLens 2 ; Unity Blog article about how digital twins revolutionizing medicine; Cincinnati Children’s Hospital Medical Center Center for Simulation & Research's Digital Experience info.; The Hustle article abt Wayfair thinking VR/AR shopping future of retail ; Nike wanting to help find perfect shoe size per Sole Collector artcile ; Capgemini Research Institute 2018 guide for investment in augmented and virtual reality operations ; Airbus 2017 article about virtual reality benefits
Ford and Bosch using virtual reality to train technicians on all-electric Mustang Mach-
SentiAR raises $5.1 million for holographic cardiac ablation guidance system
Allianz Success Story using SightCall for digital transformation of claim assessments
Use case guide for industrial enterprise when to use what kind of AR (PTC)
VR applications in 23 industries (Virtualspeech, 2022)
Lercari Group uses Sightcall for digital transformation of claim assessments
VR/AR used in financial data visualization (Mazer, 2022)
Research: How VR can help train surgeons (HBR, 2019)
ImmersiveTouch® medical VR solutions from Medical VR Solutions
Apple Developer introduces ARKit 6
Honeywell introduces Virtual Reality-based simulator to optimize training for industrial workers (October 26, 2020)
Statista: User engagement with Roblox games from 4th quarter 2018 to 2nd quarter 2022 (August 2022)
Influencer Marketing Hub: 55 Amazing Roblox Statistics Revenue, Usage & Growth Stats (September 2022)
VMLY&R: Keeping Fortnite Fresh (accessed October 13, 2022; retrieved from https://www.vmlyr.com/en-us/united-states/)
Roblox: Q2 2022 Supplemental Materials (September 8,2022)
CNBC: Nike teams up with Roblox to create a virtual world called Nikeland (November 2021)
Nike Third Quarter Conference Call (March 21,2022).
MIT Technology Review:"The metaverse has a groping problem already" December 16, 2021
Pew Research "The State of Online Harassment" January 2021
Verified Market Research “Global Metaverse market size” July 20212
Statista “Metaverse market revenue worldwide from 2020-2030” August 20212
Statista “Media Advertising Spending in the United States From 2020 To 2024” July 20212
CoinDesk “It's Lonely In The Metaverse Decentraland's 38 Daily Active Users In A $1.3B Ecosystem” October 20212
Sport Techie “Metaverse Platforms Decentraland and The Sandbox See Less Than 1K Daily Active Users According To Data From DappRadar” October 20212
Vogue Business "Kering's Pinault Says Metaverse Will Be 'Disruptive Phenomenon' February 20212 -The Drum "21M People Have Now Visited Nike's RoBlox Store Here's How To Do Metaverser Commerce Right" September 2220212 -Vans Launches Vans World Skatepark Experience in the RoBlox Metaverses November 14202120 -Capgemini Reseach Institute Total Immersion How Immersive Experiences And The Meatavers Benefit Customer Experience and Operations Authors Carina Rolley Nica Huestegge Jiani Zhang Andrea Denaro Darshan Shankavaram Jerome Buvat Charlton Monsanto Alex Smith Bingham Alexandre Embry
Authors: Subrahmanyam KVJ, Ramya Krishna Puttur, Shahul Nath
Thanked contributors: Anthony Pannozzo, Mike Buob, Jean-Pierre VILLARET, Walker Sherk, Kary Bheemaiah etc.
About Capgemini Research Institute - think tank on digital technologies; ranked #1 for quality of research
Global contacts/Regional contacts (Charlton Monsanto Global Immersive Experiences Offer Leader DCX North America etc.)
Immersive Experience Offer Leaders in DACH (Sargon Korkis), France (Delphine Ferrand), North America (Mike Buob & Carina Rolley) India (Ashish Minocha) Spain (Borja Tinao) UK(Dominic Corrigan) Italy(Costanza Pluchinotta).
Capgemini’s Metaverse-Lab creates immersive experiences that are multi-sensory, personalized and emotionally engaging
Uses combination of modalities (flat UI, natural interfaces & XR) to create customer/employee experiences
Drives loyalty and advocacy while continually adapting and evolving
Metaverse offers opportunities for more connected & emotional experience for consumers, employees & R&D
Capgemini's team comprises senior technology experts with strong track record in Web3/metaverse
Research programs cover future of immersive human-machine interfaces & controllers; work in metaverse, digital twins etc.
Immersive Experience Services: CX (extraordinary exp. building memorable connections), EX (hybrid workforce simulation), Industrial Metaverse (data driven performance through digital twin use)
Capgemini provides services related to Metaverse and Immersive Experiences.
For more information, visit www.capgemini.com/services/customer-first/ customer-experience/immersive-experiences and http://www.capgemini.com/metaverse
Capgemini Research Institute 2022 Total Immersion report focuses on how immersive experiences and the metaverse benefit Customer Experience And Operations
Augmented & Virtual Reality in Operations, Conversations for Tomorrow #5 & #4, Digital Twins, Consumer Behavior Tracker for CPG industries mentioned as research topics
Subscriptions available at https://www.capgemini.com/capgemini-research-institute-subscription/.
Capgemmi is a global leader in partnering with companies to transform & manage their business by harnessing power of technology
