University of São Paulo: Metaverse can benefit from social networks, with an easy adaptation by Brazilians | India Education | Latest Education News | World Education News

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The term metaverse rose to prominence in the media after Mark Zuckerberg changed the company name from Facebook to Meta in October last year. With the popularization of the term and people’s curiosity about the subject, companies have started investing in technology and using the virtual extension of the physical world to grow their business.

Professor Ildeberto Aparecido Rodello, from the Faculty of Economics, Administration and Accounting (FEA-RP) of Ribeirão Preto, USP, student in virtual and augmented reality applied to business scenarios, says that “the metaverse is a virtual digital representation of a real world” and believes that despite a long way to go for its implementation, it can be a new option for companies.

The expert says that there are currently two types of companies using the technology. The first refers to those typical of the metaverse, in which all the action takes place in the virtual world, and cites the world of games as an example: “It is pure electronic commerce, where all agents, processes and products are digital”.

The second type refers to physical businesses that use technology to move their business, giving the customer the opportunity to enter the virtual world, choose their item and receive the purchase at their doorstep. International brands like Nike and Gucci are already using the metaverse to attract more customers.

Because it’s an underexplored environment, Rodello says “it’s still too early to really talk about the benefits the metaverse can bring to businesses,” but he clarifies that because it originates in the context of social networks, its advantages are linked to it, such as greater disclosure of a brand or product.

Metaverse and the Brazilian consumer
Analyzing technology from the consumer’s perspective in Brazil, the professor believes that the metaverse can be welcomed by the population, since “Brazilians also tend to use social networks, Internet access and virtual purchases. I believe that adaptation can be easy.

However, he specifies that this adaptation would not apply to all categories of products. Speaking of clothes, the professor doesn’t believe Brazilian consumers would use technology to buy clothes, even though there are already ways to try on the item through augmented reality.

When it comes to other types of products, such as electronics, appliances and large equipment, such as agricultural harvesters, Rodello believes companies can perform better within the metaverse. The demonstration of these products in the virtual universe is more practical than the ritual of buying clothes.

Impact on labor relations
The expert says that in addition to changing the dynamic between business and consumer, technology can bring about changes in working relationships. Similar to the transformations that have taken place during the covid-19 pandemic, such as the increased use of remote working, the metaverse can help overcome barriers in the physical world.

“The metaverse will be an extension of relationships that already exist today. Being able to work in remote environments, working in another country, without necessarily having to travel to that country,” explains the professor. And it also emphasizes the ability to work with different avatars, in different environments within the metaverse.

The professor also draws attention to another important change, which concerns legal issues related to work by technological means. “How people will have hours calculated, their work will be evaluated, in short, how they can formally act within virtual work in the metaverse is a point that needs to be analyzed with caution.”

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