This book initiates the conversation about the metaverse in science and practice. What will the metaverse look like? What is it about? Where do we stand? What do we need? Where is the journey going? To begin with: Is the metaverse an idea or a promise? Ralf T. Kreutzer and Sonja Klose try to make the vision tangible and imaginable. As with the Internet, it is difficult at this point to predict which developments and technologies will be created and combined by which individuals and companies and in what way.
The authors take you by the hand and recommend: Don’t ignore these developments! There is no need to make extensive investments in the metaverse today. But a few hands-on exercises are provided to help you be ready when the bandwagon picks up speed. In addition, it can help you to gain advantages in employer branding if it becomes visible that you are also dealing with exciting future topics.
Table of Content
Chapter 1 What it is about.- 1.1 The path to a Metaverse so far.- 1.2 Definition Metaverse.- 1.3 Characteristics of the Metaverse.- 1.4 Market potential.- Chapter 2 Where we are.- 2.1
Gartner´s Hype Cycle for emerging tech as a framework for orientation.- 2.2 Brief history of the Internet.- 2.3 Proto Metaverse.- Chapter 3 What we need.- 3.1 Overview: important components of the Metaverse.- 3.2 Contents and use cases in the Metaverse.- 3.3 Infrastructure for the Metaverse.- 3.4 Technologies for the Metaverse.- 3.5 Monetization within the Metaverse.- 3.6 Regulation in the Metaverse.- Chapter 4 Where the journey takes us.- 4.1 Outlook.- 4.2 Metaverse journey for the own company.- References.
About the author
Prof. Dr. Ralf T. Kreutzer has been Professor of Marketing at the Berlin School of Economics and Law (Germany) as well as Marketing and Management Consultant since 2005. Prior to that, he spent 15 years in various management positions at Bertelsmann, Volkswagen, and Deutsche Post before being appointed Professor of Marketing in 2005. Through regular publications and lectures, Prof. Kreutzer has provided significant impetus on various topics relating to marketing, dialog marketing, CRM/customer loyalty systems, database marketing, online marketing, social media marketing, digital Darwinism, digital transformation, artificial intelligence, strategic as well as international marketing, and has advised many companies in Germany and abroad on these topics.
Prof. Dr. Sonja Klose is Professor of Marketing at the Berlin School of Economics and Law (Germany) and is also active as a trainer, consultant, and coach. Previously, she taught at ESCP Business School, SRH University of Applied Sciences and FOM University of Economics & Management.
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