Sebastián Dyjament: “The metaverse will generate new business and job opportunities”

Sebastian Dyjament The metaverse will generate new business and job

Science fiction is usually in reality an accelerated preview of what will happen in a few years. The metaverse and its enormous possibilities were announced decades ago by cinema and literature. Today it is a reality that promises to transform the way of consuming and producing, and that already generates hundreds of jobs. In this regard, he spoke with PULSO Sebastián Dyjament, Research and Strategy Analyst at HAVAS Argentina.

QUESTION: What is HAVAS?
RESPONSE:
It is an advertising group of French origin with presence in more than 50 countries in the world. In Argentina it has been operating for more than 20 years, with three media planning agencies, and a portfolio with clients such as Danone, Telefónica, Renault, Musimundo or Cencosud.

Q: Have you done any research on the metaverse?
A:
Yes, as part of a report entitled “prosumer report” that HAVAS periodically publishes globally. The last phenomenon analyzed in this report was the metaverse. The results are very interesting, especially those referring to our country. The first thing that stands out is that in Argentina there is a great knowledge of the word “metaverse”. Not so much the concept. But for people it is something still far away, taking into account the definition of Mark Zuckerberg in October of last year. However, the results show that people will be much more interested in the metaverse as the environment becomes more immersive.

Q: Who are the “prosumers”?
A:
The prefix “pro” refers to “advanced”. This is a portion of the portion of the population that is more prone to new technologies, to new consumption habits, or that adopt new ways of understanding realities, and that, due to their power of persuasion or influence, spread these new customs. to your environment. The prosumer would be like a person who is anticipating what will be the mainstream in a few years. He is something of an avant-garde consumer, who is not afraid to try new products, foods, trends, or networks.

Q: Is there an age range for this category?
A:
Yes. The adoption of new trends is much more evident among young people and the most avant-garde audiences.

The prosumer is a person who is anticipating what in a few years will be the mainstream. He is something of an avant-garde consumer.

Q: What are the feelings among the prosumers about the metaverse?
A:
In our country there are still many fears. For example, doubts of a legal nature, or of a technological nature. There are many who point out that the metaverse can widen the access gap that already exists. It is also true that in many places in Argentina connectivity is deficient compared to other countries. The truth is that as the environment is adopted, what is coming is a democratization of the technological advances that the metaverse involves, and this will probably help the fears to disappear little by little.

Q: Argentina has been at the forefront of blockchain and cryptocurrencies. Does the same happen with the metaverse?
A:
I believe that the role that our country has with the crypto world is not verified in terms of the metaverse due to the technological gap that prevents development. This is a very difficult barrier to overcome. It is true that there are specific projects that have an impact on the digital world at a global level, they are of Argentine origin.

Q: What is the economic potential of the metaverse?
A:
In economic terms, it is considered as a field in which new businesses can be generated. One of those businesses that is already real in the first world is NFTs and digital goods. That gives a guideline of what can be generated when the metaverse becomes overcrowded. When we talk about “digital goods” we speak, for example, of “branded virtual clothing to dress avatars in the metaverse”. To this we must add the jobs that are already generated around the development of the content and the environment of the metaverse.

Q: Are we going to a world where we are immersed in virtuality as the Matrix anticipated?
A:
There is an investigation by PI Research that surveys 600 specialists in technological development at a global level. 54% of those surveyed anticipated that in 20 years they expect to see the metaverse as immersive as Mark Zuckerberg envisioned. If we get to that point, the borders between the real and the virtual are blurred. I believe that it is possible to reach that moment, and that the images we have from movies like The Matrix or Ready Player One, can be real.

Q: Is there a fear of the control that “someone” can exercise over private life in the metaverse?
A:
Yes, it is a fear that also emerges in the results of our study. Not the fear that a single person can exercise control, but the fear that a group of companies is the one that manipulates our virtual lives. It was a bit of the reaction that existed on twitter to the news that Elon Musk would be the new owner of the social network.

PROFILE

Sebastian Dyjament was born in Buenos Aires in 1976, and lives in Villa Crespo. He has a degree in Sociology (UBA).
For 10 years she has been working at the French group Havas for 10 years as a Research and Strategy Analyst.
As part of the study of new consumer trends, he has investigated the role of the new generations in the global and national economy.


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Sebastián Dyjament: “The metaverse will generate new business and job opportunities”