{"id":110319,"date":"2021-12-20T19:00:00","date_gmt":"2021-12-21T00:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/revue-du-balado-4-lecons-a-tirer-de-cette-revelation-du-metavers\/"},"modified":"2024-12-31T05:29:58","modified_gmt":"2024-12-31T10:29:58","slug":"revue-du-balado-4-lecons-a-tirer-de-cette-revelation-du-metavers","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/revue-du-balado-4-lecons-a-tirer-de-cette-revelation-du-metavers\/","title":{"rendered":"Revue du Balado: 4 le\u00e7ons \u00e0 tirer de \u00ab cette r\u00e9v\u00e9lation \u00bb du m\u00e9tavers"},"content":{"rendered":"<p>Le destin de l&#8217;avenir est-il hyper virtuel ? Si tout se met en place, un m\u00e9tavers \u00e9mergent pourrait s&#8217;av\u00e9rer \u00eatre le tournant. Le concept de m\u00e9tavers n&#8217;est pas nouveau, mais il suscite un regain d&#8217;int\u00e9r\u00eat depuis que Facebook s&#8217;est rebaptis\u00e9 Meta. Et Meta est <em>tr\u00e8s<\/em> int\u00e9ress\u00e9 par le potentiel d&#8217;un m\u00e9tavers. L&#8217;association par d\u00e9faut avec ce qui pourrait \u00eatre la prochaine it\u00e9ration significative de l\u2019internet est une bonne chose pour un certain milliardaire de la Silicon Valley.<\/p>\n<p>D&#8217;o\u00f9 la question : \u00e0 quoi ressemblera un m\u00e9tavers potentiel, et qui le contr\u00f4lera r\u00e9ellement ? D\u00e9couvrez les normes qui d\u00e9finiront le m\u00e9tavers, les entit\u00e9s qui veulent l&#8217;influencer et ce que cela signifie pour les marques qui naviguent sur cette nouvelle fronti\u00e8re virtuelle.<\/p>\n<ol>\n<li>\n<h2>Le m\u00e9tavers est la derni\u00e8re fronti\u00e8re num\u00e9rique, et Facebook le sait<\/h2>\n<p>Nous sommes sur la voie d&#8217;une nouvelle \u00e8re num\u00e9rique. La vie virtuelle et la vie physique sont d\u00e9j\u00e0 li\u00e9es, mais le m\u00e9tavers permet de passer \u00e0 la vitesse sup\u00e9rieure. Mais d&#8217;abord, commen\u00e7ons par une d\u00e9finition : qu&#8217;est-ce que le m\u00e9tavers ?<\/p>\n<p>Le m\u00e9tavers est un cadre extensible, un autre monde num\u00e9rique qui permet aux gens de <em>vivre<\/em> une exp\u00e9rience plut\u00f4t que de la consommer. Dans le m\u00e9tavers, des avatars virtuels interagissent en utilisant la r\u00e9alit\u00e9 augment\u00e9e et la r\u00e9alit\u00e9 virtuelle pour tout, de l&#8217;entra\u00eenement aux r\u00e9unions en passant par les jeux &#8211; tout ce que les gens font dans le monde r\u00e9el est adapt\u00e9 dans un espace num\u00e9rique.<\/p>\n<p>Sommes-nous proches d&#8217;un m\u00e9tavers achev\u00e9 ? Les travaux visant \u00e0 soutenir un m\u00e9tavers se sont d\u00e9velopp\u00e9s en arri\u00e8re-plan bien avant son d\u00e9voilement au grand public. D\u00e8s les ann\u00e9es 2000, des groupes ont \u00e9labor\u00e9 des normes relatives aux mondes virtuels pour pr\u00e9parer le m\u00e9tavers. S&#8217;agit-il de l&#8217;\u00e9quivalent pour 2021 des d\u00e9buts d&#8217;Internet dans les ann\u00e9es 1990 ? En quelque sorte. Il reste encore des ann\u00e9es de travail pour r\u00e9aliser un m\u00e9tavers interop\u00e9rable capable d&#8217;immerger les utilisateurs \u00e0 travers n\u2019importe quel fournisseur, n&#8217;importe quelle plateforme et n&#8217;importe quel environnement.<\/p>\n<div style=\"width: 100%; height: 0; padding-bottom: 56%; position: relative;\"><iframe loading=\"lazy\" class=\"giphy-embed\" style=\"position: absolute;\" src=\"https:\/\/giphy.com\/embed\/RvEgWBaBzjlekojOb6\" width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><a href=\"https:\/\/giphy.com\/gifs\/facebook-meta-metaverse-RvEgWBaBzjlekojOb6\">via GIPHY<\/a><\/p>\n<p>Maintenant, pour le gros \u00e9l\u00e9phant bleu dans la pi\u00e8ce : l&#8217;entreprise anciennement connue sous le nom de Facebook s&#8217;appelle d\u00e9sormais Meta. Ce changement de marque en dit long sur la valeur attendue du m\u00e9tavers, surtout si l&#8217;on tient compte de l&#8217;empressement de Meta \u00e0 revendiquer son nom et son intention de le revendiquer en premier. Il reste \u00e0 voir si cela sera un succ\u00e8s, car le fait de revendiquer en premier ne garantit pas une influence dans un environnement qui n&#8217;est pas encore d\u00e9fini. Mais cela sugg\u00e8re qu&#8217;il y aura une r\u00e9elle comp\u00e9tition pour l&#8217;influence sur le m\u00e9tavers.<\/li>\n<li>\n<h2>La r\u00e9alit\u00e9 augment\u00e9e (RA) et la r\u00e9alit\u00e9 virtuelle (RV) introduisent les exp\u00e9riences virtuelles au grand public<\/h2>\n<p>Nous ne vivons pas dans un monde de gants tactiles et de combinaisons \u00e0 capteurs \u00e0 la <em>Ready Player One<\/em>&#8230; pas encore. Cependant, les technologies d&#8217;aujourd&#8217;hui vont pr\u00e9parer les bases de l\u2019adoption du m\u00e9tavers. Les progr\u00e8s de la RA et de la RV permettent d\u00e9j\u00e0 d&#8217;exp\u00e9rimenter de nouvelles fa\u00e7ons d&#8217;int\u00e9grer des exp\u00e9riences virtuelles dans la vie de tous les jours, de la recherche d&#8217;images en RA de Google Lens aux galeries RV avec les expositions de la NFT. C&#8217;est cool ? Oui. \u00c9trange ? Oui aussi.<\/p>\n<p><a href=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/ar-vr.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-60019\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/ar-vr.jpg\" alt=\"Marketing en r\u00e9alit\u00e9 augment\u00e9e.Une main tenant un smartphone utilise une application de RA pour v\u00e9rifier les informations.\" width=\"652\" height=\"326\" \/><\/a><\/p>\n<p>Compte tenu des technologies de RA et de RV dont nous disposons aujourd&#8217;hui, qu&#8217;est-ce qui nous fera progresser plus rapidement vers une exp\u00e9rience m\u00e9tavers ? La RV a certainement sa force dans l&#8217;immersion compl\u00e8te, mais il s&#8217;agit plus d&#8217;un \u00e9v\u00e9nement que d&#8217;une exp\u00e9rience continue, et il y a des limites physiques \u00e0 l&#8217;endroit et \u00e0 la fa\u00e7on dont elle est utilis\u00e9e. La RV est \u00e9galement une d\u00e9cision active, contrairement \u00e0 la RA, qui, elle, prolonge num\u00e9riquement les activit\u00e9s quotidiennes des utilisateurs. La souplesse de la RA pourrait en faire la m\u00e9thode privil\u00e9gi\u00e9e pour s&#8217;engager dans les nouvelles exp\u00e9riences virtuelles \u00e0 venir.<\/li>\n<li>\n<h2>L&#8217;argent fait tourner le m\u00e9tavers<\/h2>\n<p>Lors de sa pr\u00e9sentation en octobre, Mark Zuckerberg a clairement indiqu\u00e9 que le m\u00e9tavers allait ouvrir une toute nouvelle \u00e9conomie num\u00e9rique aux cr\u00e9ateurs (et \u00e0 de nombreuses entreprises). La technologie n\u00e9cessaire au fonctionnement du m\u00e9tavers n\u00e9cessite des investissements importants. La capitalisation et la mon\u00e9tisation de cet espace sont donc des objectifs clairs.<\/p>\n<p>\u00c0 quoi cela peut-il ressembler ? Le m\u00e9tavers est immat\u00e9riel, ce qui signifie qu&#8217;il s&#8217;agit d&#8217;une plateforme id\u00e9ale pour les services par abonnement. Si vous pensiez d\u00e9j\u00e0 que la gestion des services de diffusion \u00e9tait frustrante, pr\u00e9voyez une mon\u00e9tisation de type &#8220;pourboire&#8221; pour les m\u00e9dias, les \u0153uvres d&#8217;art et les objets virtuels &#8211; tout ce qui est duplicable dans le cyberespace. Sans parler de la concurrence pour les espaces publicitaires, que le m\u00e9tavers va certainement aborder de mani\u00e8re cr\u00e9ative, lucrative et probablement exasp\u00e9rante.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f5a1ef52fbf'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f5a1ef52fbf');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Les technologies de pointe comme ce dernier se d\u00e9veloppent diff\u00e9remment des produits et services normaux. Une id\u00e9e qui fonctionne pour les premiers adeptes peut faire un flop aupr\u00e8s du grand public (d\u00e9sol\u00e9, Google Glass); plusieurs d\u00e9marrages et \u00e9checs font partie du processus. Les &#8220;gagnants&#8221; du m\u00e9tavers devront peaufiner leur fonctionnement en tant qu&#8217;interface et donner aux utilisateurs une v\u00e9ritable raison d&#8217;y \u00eatre. Les fonctions sociales d&#8217;une soci\u00e9t\u00e9 comme Meta pourraient ne pas \u00eatre aussi attrayantes que celles d&#8217;un environnement de jeu propos\u00e9 par des soci\u00e9t\u00e9s comme Activision.<\/p>\n<blockquote><p>&#8230;le m\u00e9tavers est le moment o\u00f9 notre vie num\u00e9rique a plus de valeur pour nous que notre vie physique.<\/p>\n<p>&#8211; <a href=\"https:\/\/twitter.com\/ShaanVP\/status\/1454151237650112512\" target=\"_blank\" rel=\"noopener\">Shaan Puri<\/a>, directeur principal des produits chez Twitch<\/p><\/blockquote>\n<p>Les candidats au m\u00e9tavers auront des d\u00e9fis au-del\u00e0 d&#8217;attirer la curiosit\u00e9 et l\u2019int\u00e9r\u00eat. L\u2019emm\u00ealement continu de la vie virtuelle et personnelle survient \u00e0 un moment de pr\u00e9occupations accrues en mati\u00e8re de confidentialit\u00e9, co\u00efncidant avec une action r\u00e9elle pour prot\u00e9ger la confidentialit\u00e9 (comme l&#8217;in\u00e9vitable <a href=\"\/blog\/podcast-rewind-where -were-going-we-wont-need-cookies\/\">\u00e9radication des cookies tiers<\/a>). Un m\u00e9tavers vaste, immersif et un int\u00e9r\u00eat accru pour la protection de la vie priv\u00e9e entreront en conflit \u00e0 un moment donn\u00e9. La confiance des internautes, si elle est r\u00e9alisable, pourrait d\u00e9cider quelles entit\u00e9s r\u00e9ussissent dans le m\u00e9tavers en tant qu&#8217;acteurs principaux.<\/li>\n<\/ol>\n<h2>Comment les marques peuvent-elles se pr\u00e9parer \u00e0 l&#8217;\u00e9mergence du m\u00e9tavers ?<\/h2>\n<p>Le m\u00e9tavers ressemblant moins \u00e0 une intrigue de science-fiction qu&#8217;\u00e0 une fatalit\u00e9, les marques devront r\u00e9pondre \u00e0 de nouvelles questions pour faire face \u00e0 cette \u00e9volution. Que deviendront les produits ou services d&#8217;une marque lorsqu&#8217;ils ne seront plus tangibles ? Comment les marques apportent-elles une valeur ajout\u00e9e \u00e0 la vie de leur public dans un monde non physique ? Les parcours en ligne et hors ligne des clients seront int\u00e9gr\u00e9s comme jamais auparavant &#8211; et les marques doivent s&#8217;y pr\u00e9parer.<\/p>\n<p>Il peut \u00eatre difficile de se faire une id\u00e9e de l&#8217;ampleur des changements qui pourraient survenir avec le m\u00e9tavers, mais c&#8217;est l&#8217;essence m\u00eame de la <a href=\"\/fr-ca\/blog\/revue-du-balado-3-lecons-a-tirer-a-propos-de-la-transformation-numerique\/\">transformation num\u00e9rique<\/a>. Faire place \u00e0 l&#8217;innovation (et \u00e0 de nombreux essais et erreurs) sera la voie \u00e0 suivre pour les marques qui cherchent \u00e0 g\u00e9n\u00e9rer de nouvelles sources de revenus et \u00e0 engager les publics du m\u00e9tavers. En fin de compte, le m\u00e9tavers consiste \u00e0 migrer la vie en ligne. L&#8217;existence d&#8217;un m\u00e9tavers, pour le meilleur ou pour le pire, d\u00e9pend du fait que le virtuel a autant de sens que les alternatives de la vie r\u00e9elle.<\/p>\n<p>\u00c9coutez l&#8217;\u00e9pisode complet pour plus de pr\u00e9dictions sur les choses intrigantes et \u00e9tranges \u00e0 venir.<\/p>\n<div style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow: hidden;\"><iframe style=\"width: 100%; height: 200px;\" src=\"https:\/\/player.captivate.fm\/episode\/a2972f82-f990-43a8-8c0f-dae30a2510fd\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"><\/iframe><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le destin de l&#8217;avenir est-il hyper virtuel ? Si tout se met en place, un m\u00e9tavers \u00e9mergent pourrait s&#8217;av\u00e9rer \u00eatre le tournant. Le concept de m\u00e9tavers n&#8217;est pas nouveau, mais il suscite un regain d&#8217;int\u00e9r\u00eat depuis que Facebook s&#8217;est rebaptis\u00e9 Meta. Et Meta est tr\u00e8s int\u00e9ress\u00e9 par le potentiel d&#8217;un m\u00e9tavers. L&#8217;association par d\u00e9faut avec [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":110309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2906],"tags":[990,2411,2400,1401,2118,2394],"class_list":["post-110319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-digital-marketing-6","tag-facebook-5","tag-mark-zuckerberg-2","tag-marketing-4","tag-meta-4","tag-metaverse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revue du Balado: 4 le\u00e7ons \u00e0 tirer de \u00ab cette r\u00e9v\u00e9lation \u00bb du m\u00e9tavers | DAC<\/title>\n<meta name=\"description\" content=\"\u00c0 quoi ressemblera un m\u00e9tavers, et qui le contr\u00f4lera r\u00e9ellement ? 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