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You are at:Home»Metaverse»How NFTs & Metaverse become part of a corporate strategy
Pedro Lopez-Belmonte Eraso on Richemont's NFT and Metaverse strategy
Metaverse

How NFTs & Metaverse become part of a corporate strategy

Walter SchärerBy Walter Schärer17. Mai 2023Keine Kommentare2 Mins Read
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Pedro Lopez-Belmonte Eraso, Senior Manager, Web3 & Technology Innovation, Richemont

Users are deceived by overhyped NFTs

Web3 is about decentralization, ownership and self-control. NFTs are part of it.

The Metaverse is about the combination of physical and virtual worlds, enabling digital interactions through virtual spaces.

In 2023, the NFT popularity is on the decline. On OpenSea, only 30% show regular NFT trading.

Many collections launched by brands have not matched expectations.

NFTs are flopping

Apparently, people got carried away by the option to make a quick buck. 

Suppliers overpromised and hyped their offerings, services grew out of technical feasibility instead of user needs.

NBA's successful Top Shot NFT collection

The NBA Top Shots were one of the first successful NFT application. They tokenized their collection of basketball videos, known as Top Shots.

Starbucks launched an entertainment related NFT successfully. 

IWC lauched their Diamond Hand Club for their community.

NFT strategies

NFT strategies must include scarcity and uniqueness. They must align business and brand values. 

Strategies must support existing business lines through a new communications channel.

An exploratory mindset will help finding new ways to leverage the NFT technology: What’s the short-term and long-term customer values that can be expected? 

In what steps are they developped?

It’s important for corporations to build internal knowledge. It’s vital to preserve consistency in the strategy and alignment with company values: Web3 means collaboration!

Partners that execute the strategy must become part of the ecosystem.

Metaverse pitfalls

The Metaverse is made up of many underlying technologies like AR, VR and XR, independently from interaction devices.

Today, many Metaverses are empty, there is hardly any engaging content, most are not much used.

This is due to clustered technologies without interoperability. While there is a big number of individual efforts, no one knows where we are heading.

Since most worlds are somewhat cold, they don’t entice repeat visits.

The value will eventually come from meaningful functionality in an immersive experience. The sensorial experience needs to be human, easy, natural and intuitive.

Metaverse Summit Vortrag
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Walter Schärer bloggt über Internet-Trends im Online Marketing, Social Media, Blogs, Web Analytics, SEO, Mobile und so.

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Über Walter Schärer

Dies ist Walter Schärers Blog über Internet-Themen wie Online Marketing, Search Engine Optimierung (SEO) oder Content Marketing.

Walter Schärer arbeitet seit 1994 als Scrum Product Owner und Online-Manager im Web-Umfeld.

Von HTML/VRML kam er via Powerpoint/Word zu Confluence/Jira dann Trello/Whiteboard und organisiert sich aktuell mit Asana/Google Drive, wenn er nicht gerade mit Blender/Python oder WordPress/Elementor experimentiert.

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