Metaverse Strategies by Telco B2B and B2C (Enterprise Metaverse and Telecom Consumer Metaverse) Recommendations and Case Studies, 2023

Metaverse Strategies by Telco B2B and B2C Report Overview

The metaverse has significantly influenced mainstream consciousness with promises of a new way to experience not only media, performances, and games, but also interpersonal interactions. The key to the metaverse will be solid use cases based on real value. It is imperative that these use cases are not just slightly better than current technology but significantly better. Most of these use cases, especially for enterprises, are around AR and using it to provide heads-up information, instructions, and second views.

The real excitement will come when metaverse technology matures; users and enterprises will have new use cases that excite and amaze them. Collaboration must be a central tenet for any operator wanting to find success in the metaverse; delivering the sort of immersive experiences that have been touted as the fruits of the metaverse will demand a village effort.

The provides an executive-level overview of global telecom B2B and B2C metaverse strategies, including case studies. The report delivers qualitative insights into the burgeoning metaverse, potential telecom metaverse opportunities, and pitfalls, select telecom service launches, and telecom B2B and B2C metaverse strategies and use cases.

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Metaverse Definition

Metaverses are immersive three-dimensional virtual worlds in which people interact as avatars with each other and with software agents, using the metaphor of the real world but without its physical limitations. There key types of metaverses are enterprise metaverse (EMV) and consumer metaverse (CMV). All metaverse-related technologies are primarily for business, government, and institutions, including education. Examples include collaboration, digital twins, medicine, and field repair. However, all metaverse-related technologies are primarily designed for consumer use. Examples include digital worlds, virtual concerts, and gaming.

Enterprise Metaverse

Telcos and SIs can help set their product and service compasses for the metaverse by one simple guiding north star:  Value does mean hard and soft ROI, but it must consider not only the ROI, but also the effect on the organization and most importantly the customers. A use case that provides marginal improvement but has difficult and/or expensive implementation issues, including training and the inevitable unforeseen issues, isn’t one worth pitching to customers, no matter how trendy.

Telecom Consumer Metaverse Services

The overriding aim behind telco consumer metaverse service exploration is long-term value creation – for both the customer and the telco – by better leveraging the underlying connectivity that is the foundation of the telco/customer relationship and creating new experiences for the end user. To date, most telco initiatives in this space have been related to simple metaverse ‘store’ sales and support initiatives, many of which are ‘early metaverse’ or pre-VR/XR in nature.

Key Metaverse Use Cases

• Bharti Airtel made an innovative tweak to the traditional teaser, taking promotion of its aggregated Xstream Premium subscription streaming service to virtual cinema screens in a metaverse multiplex.
• Vodafone Germany has combined AR, VR, gaze control, and Vanessa Mai for an in-home personal fitness training service that delivers on the metaverse’s promise of experiences, which improve on real life.
• In January 2022, TIM Brazil announced the opening of twinned physical and virtual spaces to choreograph a more cohesive omnichannel strategy and drive digital customer engagement.

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Scope

• Value Focus: When considering metaverse use cases, telcos must set aside the hype and make the first consideration value, offering not just a small improvement over time, but a significant improvement over current method. Value should be the first and best barometer when considering which metaverse use cases to develop.
• Look for Partners, but Prioritize Alliances: Standardization, regulation, and interoperability must all be addressed in the mid-term, and alliances will be in a better position to accelerate these developments. Although it is tempting for telcos to partner for unique service propositions and competitive differentiation, a collaborative, cooperative approach may be a faster route to effective monetization.
• Investigate Startups: Telcos, due to their size, are often in position to invest in promising metaverse technology startups. Measure them the same way metaverse use cases are measured – value. Investment in promising startups, and possibly even eventual acquisition, can give telcos a huge boost.
• Address Metaverse Ethics and Privacy Issues Up Front: Telcos have an opportunity here to underscore their commitment to customers in terms of safeguarding consumer data and privacy in the context of new metaverse use cases.
• Verticalize First: Vertical use cases, especially in AR, will be the first successes for the enterprise metaverse. Many telcos have specialty practices in vertical markets they are known for. Those are great early markets to concentrate on. Existing domain knowledge is a great leg up, and existing customers will make great alpha and beta customers.
• Use It Yourself: Metaverse technologies will be of great use to telcos internally, a fact often avoided or forgotten when making plans. A telco able to demonstrate in the field the usefulness of its metaverse technologies will get serious attention from prospective enterprise customers.
• Bundles and Discounts: Long-term customer value creation and loyalty is a key driver for telco consumer metaverse innovation, whether in a sales and support or other use-case context. Early metaverse services should be able to align well with telco multiplay portfolios, with a view to unlocking more valuable and prioritized experiences for higher-spend customers.

Reasons to Buy

• This Global Outlook Report provides a comprehensive examination of telecom B2B and B2C strategies, business models, and use cases in the emerging metaverse space, as well as the necessary standardization that needs to occur to allow the space to flourish. It helps executives fully understand the ecosystem, market dynamics, latest developments, and value chain. It helps telecom decision-makers determine key telecom metaverse positioning strategies, formulate effective product development plans, and optimize returns on investments.
• Telco metaverse case studies illustrate the findings of the report, providing insights around different value propositions across the world, including services, monetization approaches, and partnerships. This will help telecom executives craft adapted B2B and consumer metaverse strategies to unlock new revenue streams.
• The report discusses concrete opportunities in the telecom B2B and consumer metaverse market, providing a number of actionable recommendations for metaverse participants, including telecom operators.