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Please try again later.",[],{"sys":"9573"},"vBEAmCPkQZYHVfK98DEeX","2023-06-21T09:16:19.046Z",{"sys":"9574"},{"sys":"9575"},"GENERIC_MESSAGE","Something went wrong, please try again.",[],{"sys":"9576"},"5BJaPjMLhktMbyZsNhwPPS","2023-09-19T05:02:27.366Z",{"sys":"9577"},{"sys":"9578"},"ERROR_JOBLEVEL_REQUIRED","The Job level/seniority is required.",[],{"sys":"9579"},"zuwxxnWQZX0c0hcvknoNN","2023-09-19T05:03:35.221Z",{"sys":"9580"},{"sys":"9581"},"ERROR_INVALID_JOB_LEVEL","The Job level (Seniority) does not exist.",[],{"sys":"9582"},"6NlQkPrzzwy6ICvYrVaoHw","2023-09-20T12:15:50.368Z",{"sys":"9583"},{"sys":"9584"},"ERROR_AWA_PERCENTILE_OUT_OF_RANGE","The AWA percentile is out of range. Must be 0 to 100",[],{"sys":"9585"},"5GDdtfqdq2aA3osPZfZD3I","2023-09-20T12:17:49.823Z",{"sys":"9586"},{"sys":"9587"},"ERROR_AWA_SCORE_OUT_OF_RANGE","The AWA score is out of range. Must be 0 to 5000",[],{"sys":"9588"},"78l66KSyyJsJx9WImik6jP","2023-09-20T12:18:13.441Z",{"sys":"9589"},{"sys":"9590"},"ERROR_BROCHURE_TYPE_REQUIRED","The Brochure type is required. int (0 to 3)",[],{"sys":"9591"},"2ydt6JhwDcivqNi1F9u3yf","2023-09-20T12:18:38.457Z",{"sys":"9592"},{"sys":"9593"},"ERROR_ACADEMIC_INST_REQUIRED","The Academic institution field is required.",[],{"sys":"9594"},"3qm2O47nBATX73ivGgYoTF","2023-09-20T12:19:05.144Z",{"sys":"9595"},{"sys":"9596"},"ERROR_CITY_MAX_LENGTH","The city value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9597"},"34knb5Yu3QM1UpGN3EC7sn","2023-09-20T12:19:27.801Z",{"sys":"9598"},{"sys":"9599"},"ERROR_COMMENTS_REQUIRED","The Comments, Notes are required.",[],{"sys":"9600"},"4J95oJXFYo3j8KJxxNOXB","2023-09-20T12:19:52.554Z",{"sys":"9601"},{"sys":"9602"},"ERROR_COMPANY_MAX_LENGTH","The company value exceeded the maximum of 50 characters allowed.",[],{"sys":"9603"},"6JePrdEqMxj66PCKoyhRVX","2023-09-20T12:20:18.034Z",{"sys":"9604"},{"sys":"9605"},"ERROR_COMPANY_REQUIRED","The Company field is required.",[],{"sys":"9606"},"1rc0WLhV6AZQZfNKi8I6Bb","2023-09-20T12:20:42.901Z",{"sys":"9607"},{"sys":"9608"},"ERROR_CV_FILE_REQUIRED","The CV documents file is required.",[],{"sys":"9609"},"44BVAs2HnSzmJ8K5228DCY","2023-09-20T12:26:09.470Z",{"sys":"9610"},{"sys":"9611"},"ERROR_EASCORE_OUT_OF_RANGE","The EA Score value is out of range. Must be 0 to 5000",[],{"sys":"9612"},"66LiWDiTBxawKb37aduKAr","2023-09-20T12:26:34.952Z",{"sys":"9613"},{"sys":"9614"},"ERROR_EMAIL_MAX_LENGTH","The email address exceeded the maximum of 100 characters allowed.",[],{"sys":"9615"},"3uK1K3jHbWWVKpGlJ9oAIY","2023-09-20T12:27:36.776Z",{"sys":"9616"},{"sys":"9617"},"ERROR_EMAIL_REQUIRED","The email address is required.",[],{"sys":"9618"},"4WhTCrofvoufFpsvafDGLx","2023-09-20T12:28:14.539Z",{"sys":"9619"},{"sys":"9620"},"ERROR_EVENT_CODE_REQUIRED","The event code is required.",[],{"sys":"9621"},"5zVd6rM9mMaYpk71C4SQfs","2023-09-20T12:28:36.890Z",{"sys":"9622"},{"sys":"9623"},"ERROR_EXPECTED_GRADE_REQUIRED","The expected grade is required.",[],{"sys":"9624"},"3gng7PFb5tsR2oBdy7gFuL","2023-09-20T12:29:04.391Z",{"sys":"9625"},{"sys":"9626"},"ERROR_FACEBOOK_MAX_LENGTH","The Facebook value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9627"},"45HHJsY86oils42rZwwN0m","2023-09-20T12:29:35.349Z",{"sys":"9628"},{"sys":"9629"},"ERROR_FIRST_NAME_MAX_LENGTH","The Firstname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9630"},"4avZnpXnlm5ay4OrIGt6cF","2023-09-20T12:30:03.911Z",{"sys":"9631"},{"sys":"9632"},"ERROR_FIRST_NAME_REQUIRED","The Firstname is required.",[],{"sys":"9633"},"43LOgBdMJBemdz8LqvfTQi","2023-09-20T12:30:29.861Z",{"sys":"9634"},{"sys":"9635"},"ERROR_FORM_PROGRAMME_CODE_REQUIRED","The form Proramme (Type) code is required to identify which programme applies.",[],{"sys":"9636"},"1Mm4nrQOZ2cVHwDBujxd6W","2023-09-20T12:30:54.275Z",{"sys":"9637"},{"sys":"9638"},"ERROR_FUNCTION_REQUIRED","The job function is required.",[],{"sys":"9639"},"2dD1anKvjptai8jKb3y6ST","2023-09-20T12:31:22.432Z",{"sys":"9640"},{"sys":"9641"},"ERROR_GMAT_SCORE_OUT_OF_RANGE","The GMAT score is out of range. Must be 0 to 5000",[],{"sys":"9642"},"4DEBeFo4fXDWRJPd0PZXUB","2023-09-20T12:31:59.929Z",{"sys":"9643"},{"sys":"9644"},"ERROR_HOME_COUNTRY_REQUIRED","The country of residence/home country is required.",[],{"sys":"9645"},"2BJSeris8dtH89hy8NwTja","2023-09-20T12:32:31.256Z",{"sys":"9646"},{"sys":"9647"},"ERROR_INDUSTRY_REQUIRED","The industry is required.",[],{"sys":"9648"},"3S7Po0QJ1DQPZx1RXDtqVs","2023-09-20T12:33:00.253Z",{"sys":"9649"},{"sys":"9650"},"ERROR_INVALID_BROAD_INDUSTRY","The broad industry does not exist.",[],{"sys":"9651"},"3YW3IowPAdxTIcxRF3kzx1","2023-09-20T12:33:59.445Z",{"sys":"9652"},{"sys":"9653"},"ERROR_INVALID_BROCHURE_TYPE","The brochure type does not exist. Must be 0 to 4",[],{"sys":"9654"},"79oEKBHE14jMtoMyDbWx6U","2023-09-20T12:34:27.730Z",{"sys":"9655"},{"sys":"9656"},"ERROR_INVALID_CAREER_ASPIRATIONS","The Career Aspiration does not exist.",[],{"sys":"9657"},"3FB4SSDKzHyXMnK6en3L6N","2023-09-20T12:35:00.158Z",{"sys":"9658"},{"sys":"9659"},"ERROR_INVALID_EMAIL_ADDRESS","Invalid email address format.",[],{"sys":"9660"},"5nbbEiwXmIrzJMYLocQrk8","2023-09-20T12:35:24.405Z",{"sys":"9661"},{"sys":"9662"},"ERROR_INVALID_FORM_PROGRAMME_CODE","The Programme (Type) code does not exist.",[],{"sys":"9663"},"3LoKWeCeTwF6j4r41XIZ9g","2023-09-20T12:35:49.453Z",{"sys":"9664"},{"sys":"9665"},"ERROR_INVALID_GENDER","The Gender does not exist.",[],{"sys":"9666"},"lIgFIygkUSqGAocfUhVve","2023-09-20T12:36:18.728Z",{"sys":"9667"},{"sys":"9668"},"ERROR_INVALID_HOME_COUNTRY","The country does not exist.",[],{"sys":"9669"},"1PeIQaSQhRl7runM25sPdJ","2023-09-20T12:38:05.682Z",{"sys":"9670"},{"sys":"9671"},"ERROR_INVALID_INDUSTRY","The industry does not exist.",[],{"sys":"9672"},"4aPYMgq7ysjfVZwiyccWXM","2023-09-20T12:39:44.235Z",{"sys":"9673"},{"sys":"9674"},"ERROR_INVALID_JOB_FUNCTION","The Job function does not exist.",[],{"sys":"9675"},"3fyLTfEPtjznYLseg261Rk","2023-09-20T12:40:13.922Z",{"sys":"9676"},{"sys":"9677"},[],{"sys":"9678"},"5TZkRPizRPHLJdK3jRZYgf","2023-09-20T12:41:02.051Z",{"sys":"9679"},{"sys":"9680"},"ERROR_INVALID_NATIONALITY","The nationality country name does not exist.",[],{"sys":"9681"},"6Ipt8pRzv2KdjvHYgjJJIj","2023-09-20T12:41:29.436Z",{"sys":"9682"},{"sys":"9683"},"ERROR_INVALID_PHONE_NUMBER","The format of the phone number is incorrect.",[],{"sys":"9684"},"7rta1rsXkJeKhnz88V0tzn","2023-09-20T12:42:45.476Z",{"sys":"9685"},{"sys":"9686"},[],{"sys":"9687"},"4moNPmBR4Cio9fy9ZqSTEs","2023-09-20T12:43:12.029Z",{"sys":"9688"},{"sys":"9689"},"ERROR_INVALID_PREFERRED_DATE_ID","The format of the preferred date id is incorrect. Should be Guid.",[],{"sys":"9690"},"7JGEqun84aUXh0AfGRYaAT","2023-09-20T12:43:46.385Z",{"sys":"9691"},{"sys":"9692"},"ERROR_INVALID_STUDY_FORMAT","The study format does not exist.",[],{"sys":"9693"},"3pCPa4IguVodvmimBtU8Pk","2023-09-20T12:44:08.726Z",{"sys":"9694"},{"sys":"9695"},"ERROR_INVALID_STUDY_LOCATION","The study location does not exist.",[],{"sys":"9696"},"3S4u3XK89H62BiHgt6TKa","2023-09-20T12:44:29.476Z",{"sys":"9697"},{"sys":"9698"},"ERROR_INVALID_TITLE","The title does not exist.",[],{"sys":"9699"},"4hF6U5DtoyiGoXN0ZoMyXP","2023-09-20T12:44:51.617Z",{"sys":"9700"},{"sys":"9701"},"ERROR_INVALID_YEAR_OF_STUDY","Must be a value from 0 to 100.",[],{"sys":"9702"},"5Gg07PL5hs0RmU7BJcJKQ6","2023-09-20T12:45:22.200Z",{"sys":"9703"},{"sys":"9704"},"ERROR_INVALID_WHAT_LED_YOU","The what led you does not exist.",[],{"sys":"9705"},"1v9GOno3DtZUAdi3bW9mB7","2023-09-20T12:45:44.301Z",{"sys":"9706"},{"sys":"9707"},"ERROR_IS_HR_PROFESSIONAL_REQUIRED","This is required. Set to true or false depending on the value selected on the form.",[],{"sys":"9708"},"7cfIyyFCLr6V4zlmsnxEJ9","2023-09-20T12:46:05.032Z",{"sys":"9709"},{"sys":"9710"},"ERROR_JOB_TITLE_REQUIRED","The Job title is required.",[],{"sys":"9711"},"34wRHrFyqaGhfexF1tavke","2023-09-20T12:46:26.668Z",{"sys":"9712"},{"sys":"9713"},[],{"sys":"9714"},"2CNc180G7lNO2SQ45ZCdB3","2023-09-20T12:46:47.132Z",{"sys":"9715"},{"sys":"9716"},"ERROR_LAST_NAME_MAX_LENGTH","The Lastname/Surname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9717"},"79RaqyIadyGmlj3mVpPX1v","2023-09-20T12:47:11.944Z",{"sys":"9718"},{"sys":"9719"},"ERROR_LAST_NAME_REQUIRED","The Lastname/Surname is required.",[],{"sys":"9720"},"4KL74xdTqWEaNRPLW6ETxv","2023-09-20T12:47:40.153Z",{"sys":"9721"},{"sys":"9722"},"ERROR_LINKEDIN_URL_MAX_LENGTH","The LinkedIn Url value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9723"},"66nBIVg39yIigth8nMNudB","2023-09-20T12:48:02.043Z",{"sys":"9724"},{"sys":"9725"},"ERROR_MAX_LENGTH_1024","The Enquiry text maximum length of 1024 characters has been exceeded.",[],{"sys":"9726"},"QbctBNVhrqZLcy4c3knBr","2023-09-20T12:48:25.353Z",{"sys":"9727"},{"sys":"9728"},"ERROR_MAX_LENGTH_2000","The Comments text maximum length of 2000 characters has been exceeded.",[],{"sys":"9729"},"6DrDriG34YSVIKTN4Vm5NQ","2023-09-20T12:48:48.194Z",{"sys":"9730"},{"sys":"9731"},"ERROR_NATIONALITY_REQUIRED","The Nationality country name is required.",[],{"sys":"9732"},"6CMFWjneETZQAMgZwHUsyu","2023-09-20T12:49:15.703Z",{"sys":"9733"},{"sys":"9734"},"ERROR_OBJECTIVES_REQUIRED","The objectives is required.",[],{"sys":"9735"},"1uS8BaQxnTjrbfoJCmM0Pf","2023-09-20T12:50:07.828Z",{"sys":"9736"},{"sys":"9737"},"ERROR_PASSWORD_REQUIRED","The user profile password is required.",[],{"sys":"9738"},"1fXC7WfpL8TGPHX1sfvQeT","2023-09-20T12:50:32.450Z",{"sys":"9739"},{"sys":"9740"},"ERROR_PASSWORD_TOO_WEAK","The password the user entered is too weak.",[],{"sys":"9741"},"2GD5stEo4S1zKbjIoGz3FC","2023-09-20T12:58:00.857Z",{"sys":"9742"},{"sys":"9743"},"ERROR_PREFERRED_DATE_REQUIRED","The preferred date value is required.",[],{"sys":"9744"},"4r0NItjAuDbYTLrK7MUjdq","2023-09-20T12:58:28.320Z",{"sys":"9745"},{"sys":"9746"},"ERROR_PROGRAMMES_OF_INT_REQUIRED","At least one Programmes of Interest is required.",[],{"sys":"9747"},"4fGkP5U7D3yz0CPU5ftEhl","2023-09-20T12:58:58.766Z",{"sys":"9748"},{"sys":"9749"},"ERROR_QUANTITIVE_PERCENTILE_OUT_OF_RANGE","The Quantitive percentile is out of range. Must be 0 to 100",[],{"sys":"9750"},"5FnmXJwgT9aoCntG78fVJm","2023-09-20T12:59:20.861Z",{"sys":"9751"},{"sys":"9752"},"ERROR_QUANTITIVE_SCORE_OUT_OF_RANGE","The Quantitive score is out of range. Must be 0 to 5000",[],{"sys":"9753"},"6VngENU3zirpK539TaE7hm","2023-09-20T12:59:42.136Z",{"sys":"9754"},{"sys":"9755"},"ERROR_SKYPE_MAX_LENGTH","The Skype value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9756"},"3oT9EhhwbUcCX0ORya5LBy","2023-09-20T13:02:16.781Z",{"sys":"9757"},{"sys":"9758"},"ERROR_STATE_REQUIRED","The State is required for the country selected.",[],{"sys":"9759"},"5flDZuLXL8bVEl5EQepnCB","2023-09-20T13:02:36.714Z",{"sys":"9760"},{"sys":"9761"},"ERROR_STUDY_DISCIPLINE_REQUIRED","The Study discipline is required.",[],{"sys":"9762"},"1TklVQWeu24dsrKE02wb6v","2023-09-20T13:03:01.314Z",{"sys":"9763"},{"sys":"9764"},"ERROR_TITLE_REQUIRED","The User profile title is required.",[],{"sys":"9765"},"1nigSTOcKpVo3LPaQNIC56","2023-09-20T13:03:25.691Z",{"sys":"9766"},{"sys":"9767"},"ERROR_TWITTER_MAX_LENGTH","The Twitter value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9768"},"2nKDdEEHSQPctevBcDMozT","2023-09-20T13:03:45.124Z",{"sys":"9769"},{"sys":"9770"},"ERROR_VERBAL_PERCENTILE_OUT_OF_RANGE","The Verbal percentile is out of range. Must be 0 to 100",[],{"sys":"9771"},"3UFHKE2wqHZhIsfvgU46ec","2023-09-20T13:04:05.768Z",{"sys":"9772"},{"sys":"9773"},"ERROR_VERBAL_SCORE_OUT_OF_RANGE","The Verbal score is out of range. Must be 0 to 5000",[],{"sys":"9774"},"YrzxutLwEYJvMMrb2AYSa","2023-09-20T13:04:31.901Z",{"sys":"9775"},{"sys":"9776"},"ERROR_YEAR_OF_GRADUATION_OUT_OF_RANGE","The Year of graduation must be a year from 1930 to 3000.",[],{"sys":"9777"},"4eCYdHl8ik6HKotGL6anRq","2023-09-20T13:04:50.761Z",{"sys":"9778"},{"sys":"9779"},"ERROR_YEAR_OF_GRADUATION_REQUIRED","The Year of graduation is required.",[],{"sys":"9780"},"DnH6tUHnKOVOd9GJC3rjA","2023-09-20T13:05:13.358Z",{"sys":"9781"},{"sys":"9782"},"ERROR_YEAR_OF_STUDY_REQUIRED","The Year of study is required.",[],{"sys":"9783"},"2qYwY04QJcppST6EWS471t","2023-09-20T13:05:34.330Z",{"sys":"9784"},{"sys":"9785"},"ERROR_YEARS_OF_EXPERIENCE_OUT_OF_RANGE","The years of experience must be a value from 0 to 100",[],{"sys":"9786"},"3atweCJ5L2nslOEwS1rf3s","2023-09-20T13:05:53.133Z",{"sys":"9787"},{"sys":"9788"},"ERROR_YEARS_OF_EXPERIENCE_REQUIRED","The Years of experience is required.",[],{"sys":"9789"},"Bwd1VpqRqRawliuw8TRX5","2023-09-20T13:06:13.216Z",{"sys":"9790"},{"sys":"9791"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_OUT_OF_RANGE","The Years of Management experience must be a value from 0 to 100",[],{"sys":"9792"},"6S7Jth8itIvHWbXrDEwS9i","2023-09-20T13:06:31.737Z",{"sys":"9793"},{"sys":"9794"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_REQUIRED","The Years of Management experience is required.",[],{"sys":"9795"},"3AKafeCBrrWjNlkCBCIWKp","2023-09-20T13:06:51.374Z",{"sys":"9796"},{"sys":"9797"},"ERROR_WHAT_LED_YOU_REQUIRED","The what led you is required.",[],{"sys":"9798"},"4AymRWvShS9lWL3khCjq8E","2023-09-20T13:07:13.947Z",{"sys":"9799"},{"sys":"9800"},"USER_NOT_FOUND","The user identity was not found in the identity provider. (Perhaps when the User identity was deleted or modified in another session.)",[],{"sys":"9801"},"1Tx9Kcgq5FkwYAhHOzhjPF","2024-02-26T10:33:21.424Z",{"sys":"9802"},{"sys":"9803"},"ERROR_PERSONAL_INFO_IN_PASSWORD","Personal Information used in the Password.",[],{"sys":"9804"},"5o9NtycIy9yvecqP46LIKu","2024-03-13T14:23:45.687Z","2024-03-13T14:24:59.898Z",{"sys":"9805"},{"sys":"9806"},"ERROR_ERROR_GMAT_FOCUSTOTAL_SCORE_MUST_END_IN_FIVE","GMAT Focus total score should end with 5",[],{"sys":"9807"},"5o8KPcbDMJygf0kZomoZZ2","2024-03-13T16:17:08.949Z",{"sys":"9808"},{"sys":"9809"},"ERROR_GMAT_FOCUSTOTAL_SCORE_OUT_OF_RANGE","GMAT Focus total score range should be between 205–805",[],{"sys":"9810"},"6AW1mcaqnckiTqGoV79yqf","2024-04-08T12:01:39.499Z",{"sys":"9811"},{"sys":"9812"},"BROCHURE_NOT_FOUND","There is no brochure attached to this 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The term ‘metaverse’ is not new and dates back to the 1992 sci-fi novel Snow Crash by US writer Neal Stephenson
In a sense, metaverses have always existed and are in constant evolution
The concept can be used to analyse any digital platform on which we can attain by virtual means all or some of the purposes that mimic what can be achieved in the physical world
Metaverses are dynamic in nature and embodied in a set of specific properties; the degree of a particular metaverse’s sophistication is determined by the digital technologies that drive it

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Please address such requests to the Data Protection Officer, London Business School, Regent’s Park, London NW1 4SA or email: dpo@london.edu Further information about your rights is set out in our privacy policy, please visit: https://www.london.edu/about/london-business-school/policies-and-legislation/website-privacy-policy.

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As an expert on the emergence and development of digital platforms and ecosystems, Michael G Jacobides believes the advent of the metaverse could indeed be very consequential, but is often misunderstood. Here, he explains why.

Some think the metaverse will be the next digital revolution. But what exactly is it?

The metaverse – or metaverses – is not a new topic; many of us have been citing the origin of the term in the science fiction novel Snow Crash by the American writer Neal Stephenson back in 1992. In a sense, metaverses (or proto versions of them) have always existed and are in constant evolution.

With my colleagues at the BCG Henderson Institute (BHI; Boston Consulting Group’s think tank), we have been researching the topic, trying to look beyond buzzwords and headlines.

We prefer not to focus on what metaverses are, but how we can create frameworks and reasoning tools to better understand them and track their continuing evolution.

The concept of ‘metaverse’ can be used to analyse any digital platform on which we can attain by virtual means all or some of the purposes that mimic what can be achieved in the physical world. Just like the real world, a metaverse is dynamic in nature and embodied thanks to a set of specific properties; the degree of its sophistication being a function of the digital technologies that drive it.

First, let’s look at the purpose. Every metaverse allows users to pursue multiple goals. Metaverses are designed to offer virtual experiences and services that reflect the myriad possibilities of human lives and our infinite needs – from leisure to work and consumption. We call this the metaverse’s purpose layer.

Second, properties. Metaverses rely on digital technologies to deliver virtual experiences and services, but businesses should focus on each metaverse’s capabilities. For instance, instead of focusing on the tech solution (eg, I want to use VR), focus on the capabilities of your metaverse (eg, I want an immersive experience). We define these capabilities as a metaverse’s emergent properties.

Third, technology. Metaverses’ characteristics and objectives continuously change as digital technologies develop and users engage with virtual worlds. From Second Life’s simplistic avatars to Meta’s virtual-reality world, metaverses have always offered immersive experiences.

Thus, a metaverse’s foundations consist of the constantly evolving tech combinations that determine the continuum of possibilities in the purpose layer as well as the emerging properties. This is what we call the dynamic technology layer.

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So why are we talking about them now?

As I’ve said, the idea of the metaverse has been around for a long time, but three main factors are accelerating its development. First, we are experiencing a convergence and maturation of key technologies, such as VR and AR, that will allow its continuing evolution. (For example, BCG estimates that by 2025 we will have almost 100 million VR devices installed.)

Second, platforms driving the construction of metaverses have been growing and are starting to reach a critical mass in terms of usage. (For example, Roblox has ~50 million daily active users.)

Third, investments in the metaverse have been rising. (For example, venture capital investments in crypto-related projects (yes, they are all metaverses) totalled $25 billion in 2021 alone.)

Finally, but no less important, both traditional tech companies and non-tech incumbents have been making big, bold moves into the metaverse field. These include Facebook rebranding to Meta; Microsoft acquiring Activision (a major gaming player) for $70 billion; Disney announcing that it is working on a metaverse and appointing a dedicated executive to lead its strategy; and Nike stepping into the arena in various ways, including teaming up with Roblox to create Nikeland virtual world.

Why does this matter? Because, when companies that have defined our digital lives want to redefine them, we (individuals and companies) need to listen.

Where do blockchain, NFT and Web3 fit into the picture?

People tend to think of Web3 and metaverse as the same thing. We view it differently. Many see Web3 as the next iteration of the internet; one that will be more decentralised and finally wrest control from Big Tech monopolies and give it to users. In this idealistic vision, digital assets would play a key part: individuals will be able to own digital objects, such as non-fungible tokens (NFTs) and smart contracts, and identities in an environment that permits portability, transactions and decentralised, peer-to-peer ecommerce.

But VR/AR and digital assets are neither logically nor technologically related to Web3. The graphic capabilities of VR platforms have nothing to do with digital assets, and the use of cryptocurrencies has nothing to do with VR. In fact, whereas VR pushes the limits of computing power, blockchains deliberately sacrifice this for the sake of decentralisation and security. While blockchain (and digital assets) focus on decentralisation, the tech capabilities needed to build VR solutions are so immense that scale and natural oligopolies tend to be formed.

What we are seeing now is a clash of visions. On one side, players such as Meta and Microsoft are pushing a vision of metaverses where VR will be the technological base and immersion will be key. On the other side, players such as The Sandbox and Axie Infinity (both NFT-based online video games) are pushing visions of Web3 and blockchain, where users will be key stakeholders and won’t rely on the monopoly of Big Techs and their associated business models.

This seems very futuristic. What opportunities are there for companies now?

Building virtual worlds is a capital-intensive process and huge resources are needed. To compete, metaverse platforms have to develop profitable and sustainable business models. This means that, like other B2C companies, metaverse platforms (such as Decentraland, Fortnite and Roblox) increasingly have to rely on brands, and the network effects they trigger, to grow revenues. We believe traditional companies can develop metaverse strategies by experimenting on four fronts:

Co-create and test products. Companies can use metaverses to share ideas and advanced product concepts, co-design virtual prototypes, and get feedback from would-be consumers. (In October 2021, for example, Hyundai Motors launched Hyundai Mobility Adventure, a shared virtual space on Roblox in which avatars can test-drive new vehicles, operate robotic vehicles and participate in social activities.)
Redefine loyalty. Companies can develop new customer-loyalty models because of the greater engagement that metaverses afford. Designing immersive experiences inspired by gamification, fostering community through new kinds of interactions and reinventing exclusivity by offering NFTs as access passes will become popular.
Monetise metaverse offerings. NFT technology allows companies to monetise digital products that are infinitely replicable. For companies with high brand awareness, selling digital goods such as collectibles and wearables could not only become revenue streams in their own right, but also create brand awareness early in the funnel – especially among younger customers. Fashion brands are leading the way by selling or launching limited-edition NFT collections and creating branded worlds.
Collect new kinds of data. If VR headsets become key components of metaverses, as Meta envisions, they will enable businesses to collect novel and invaluable data (such as how users move, when eyes contract and expand, how human minds react) from users. Once privacy concerns are addressed, such data will help companies better understand how people use products, how they interact with employees’ avatars and what catches their attention.

What does the future for metaverses look like?

Before trying to predict the future, let’s cast our minds back to the dawn of personal computing in the 1980s and ’90s. Multiple players are fighting for market domination: Apple is betting on high-end computers with its own operating system; Microsoft is creating an operating system for IBM (the then-dominant hardware manufacturer); and the Linux open-source operating system is being born at a Finnish university. This battle to determine where and how value would be created – and by whom it would be captured – raged in the PC industry for decades to come; not only for a few constructors, but for the entire ecosystems around them, from software developers to other hardware manufacturers, regulators, and B2B and B2C users. Just as no one could have predicted the future for personal computing then, it is impossible to foresee how the metaverse will evolve today. The fight is extensive and players are creating multiple opposing visions and strategies that each offer a different future.

Why should incumbents and new entrants care about these opposing visions?

As in the dawn of the PC industry, the future of the metaverse is being shaped and decided now, with the various players trying to impose their model and thus define the nascent industry.

We believe corporations should not wait on the sidelines for the future to arrive. They need to understand the multiple promises and futures being designed by different players, consider how they might capture value, and decide what strategies they should adopt for each of these possible futures.

Metaverses may be in their infancy, but what is at stake today is the architecture of the future – and how non-tech firms might benefit from it.

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4 things that metaverses can learn from metropolises

At BHI we did a very interesting piece of research into what the metaverses of the virtual world can learn from the metropolises of the real world. Both are spaces in which people can work, play and interact with each other and with the environment. Cities can inspire metaverses in four ways:

Go beyond economic opportunity. Cities provide economic opportunities, which attracts talent. But, while cities need fresh talent, they often fail to address existing residents’ needs and can’t retain them for long. Metaverses must learn, as cities have, that fulfilling a single need may attract users, but it won’t retain them. That’s why pioneers such as Meta are creating multi-purpose metaverses that fulfil many needs, from work to social connectivity to entertainment.
Accelerate positive change. Research from BHI has shown that innovative cities such as Shanghai have been able to increase the quality of life and economic opportunities for residents by being catalysts for change. Speed and momentum in the digital world is even more important than the physical, so metaverses must evolve quickly to fulfil growing user expectations.
Tackle societal concerns. Many cities have paid a big price for failing to care for the physical safety and mental wellbeing of residents. In Chicago, for example, homicides cost the city almost $8 billion in direct and indirect costs in 2021 alone. If metaverses don’t prioritise user safety, they will quickly come to be seen as a disreputable part of the Net.
Build trust in authorities. Trust not only builds social capital in cities; it also lowers transaction costs and uncertainty. Metaverses should understand how trust works in communities and mimic strategies adopted by cities, such as participatory budgeting, which 11,000-plus municipalities globally have implemented. Given their digital nature, metaverse platforms are inherently better equipped than cities to collect inputs from participants more efficiently and at a lower cost.

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Michael G Jacobides is the Sir Donald Gordon Professor of Entrepreneurship & Innovation and Professor of Strategy and Entrepreneurship at London Business School

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How do boards manage the twin demands of their duties to shareholders and responsibilities towards the environment

In this episode of Leadership Playbook, David Jackson, former Company Secretary of BP, joins Tom Gosling, Executive Fellow at the London Business School for a lively discussion on the topic. Using the example of oil and gas companies, David and Tom explore the role of the board versus the CEO when it comes to strategy development. They also consider board responsibilities around maximizing shareholder value balanced against environmental questions. Finally, they look at the role of shareholder preferences, board duties, and ethics, when it comes to ESG.

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Delivering impact: insights from sustainability entrepreneurs

What does it take to launch and scale a sustainability-focused business? In this episode of Entrepreneurship Now, Jane Khedair, Executive Director of the Institute of Entrepreneurship and Private Capital at London Business School, is joined by a diverse panel of impact entrepreneurs, who discuss overcoming problems as a start-up business, their motivations and drivers, and how they accelerated their business development by collaborating with other stakeholders of society. Finally, they consider how to measure the social impact of their ventures, as well as looking at how to find the balance between impact and income.

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Leadership Playbook

When uncertainty is the norm and expectations of leaders are higher than ever, how can you equip yourself with what it takes to inspire your people while tackling big business challenges? London Business School faculty and special guests discuss everything from ethical leadership to effectively leading through disruption in this Think at London Business School series.

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Entrepreneurship Now

From starting up to scaling up, getting your team right to finding the funding you need: what’s it really like to run your own business? Successful founders of ventures reveal the highs and lows of the entrepreneurial journey in this series of interviews for Think at London Business School.

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Good Business

In today’s troubled world the best business leaders are looking beyond profit to purpose and making a positive impact. Join London Business School faculty, alumni and other experts as they explore the role of business in addressing the key challenges facing us all – from inequality to climate change. This series is brought to you by Think at London Business School.

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think ahead

How can you navigate the now and be prepared for what’s next? Listen in each month as we convene a panel of London Business School thought leaders and distinguished guests to debate and discuss a hot topic in the business world and beyond. Fresh perspectives on what matters most, brought to you by Think at London Business School.

",[],{"type":"5656","linkType":"9000","id":"9001"},{"id":"9002","type":"5656","linkType":"9003"},{"type":"5656","linkType":"9004","id":"11662"},"

The Why Podcast

Every piece of academic research starts with a question to answer or puzzle to solve. Listen in as London Business School faculty describe how they set about making new discoveries on a subject they’re curious about, what their findings suggest and what the implications are for you and your business. A Think at London Business School podcast.

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What We Did Next

What We Did Next is a Think at London Business School podcast series that features two alumni in conversation about their lives and careers. If you would like to take part in a future episode, please get in touch.

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think ahead is London Business School’s event and podcast series, in which London Business School’s leading faculty and other global experts explore today’s big business issues, giving you future-focused, actionable insights. Our world-class speakers come together to discuss a wide range of relevant topics, including sustainability, AI and the economy

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Subscribe to think ahead podcasts

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