{"id":110311,"date":"2021-12-14T19:00:00","date_gmt":"2021-12-15T00:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/podcast-rewind-4-points-a-retenir-de-l-annonce-de-ce-metavers\/"},"modified":"2024-12-31T05:36:55","modified_gmt":"2024-12-31T10:36:55","slug":"podcast-rewind-4-points-a-retenir-de-l-annonce-de-ce-metavers","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/podcast-rewind-4-points-a-retenir-de-l-annonce-de-ce-metavers\/","title":{"rendered":"Podcast Rewind : 4 points \u00e0 retenir de l\u2019annonce de \u201cce\u201d m\u00e9tavers"},"content":{"rendered":"<p>Le destin de notre futur est-il hypervirtuel ? Si tel est le cas, un m\u00e9tavers \u00e9mergent pourrait s&#8217;av\u00e9rer \u00eatre le tournant. Le concept de m\u00e9tavers n&#8217;est pas nouveau, mais il y a un regain d&#8217;int\u00e9r\u00eat du sujet avec le changement de nom de Facebook en 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 le prochain Internet sonne bien pour un certain milliardaire de la Silicon Valley.<\/p>\n<p>Cela soul\u00e8ve donc la question : \u00e0 quoi ressemblera un m\u00e9tavers potentiel et qui le contr\u00f4lera r\u00e9ellement ? D\u00e9couvrez quelles normes d\u00e9finiront le m\u00e9tavers, quelles entit\u00e9s veulent avoir une influence sur lui 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 l&#8217;am\u00e8nerait au niveau sup\u00e9rieur. 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 une structure extensible ; un autre monde num\u00e9rique qui permet aux gens d\u2019\u00eatre <em>dans<\/em> une exp\u00e9rience plut\u00f4t que de la consommer. Dans le m\u00e9tavers, les avatars virtuels interagissent \u00e0 l&#8217;aide de la r\u00e9alit\u00e9 augment\u00e9e et de la r\u00e9alit\u00e9 virtuelle pour tout : des s\u00e9ances de sport aux r\u00e9unions en passant par les jeux, tout ce que les gens font dans le monde r\u00e9el est adapt\u00e9 dans un espace num\u00e9rique.<\/p>\n<p>\u00c0 quel point sommes-nous proches d&#8217;un m\u00e9tavers termin\u00e9 ? Le travail pour soutenir un m\u00e9tavers s&#8217;est d\u00e9velopp\u00e9 en arri\u00e8re-plan bien avant son d\u00e9voilement public plus large. D\u00e8s les ann\u00e9es 2000, des groupes ont d\u00e9velopp\u00e9 des normes de monde virtuel pour se pr\u00e9parer au m\u00e9tavers. Est-ce l&#8217;\u00e9quivalent en 2021 des d\u00e9buts d&#8217;Internet dans les ann\u00e9es 90 ? En quelque sorte. Il reste encore des ann\u00e9es de travail pour r\u00e9aliser un m\u00e9tavers interop\u00e9rable qui peut immerger ses utilisateurs depuis n&#8217;importe quel fournisseur, n&#8217;importe quelle plateforme et dans 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, et pourquoi le m\u00e9tavers intrigue d\u00e9sormais autant : la soci\u00e9t\u00e9 anciennement connue sous le nom de Facebook s\u2019appelle d\u00e9sormais Meta. Ce changement de marque en dit long sur la valeur attendue du m\u00e9tavers, en particulier avec la volont\u00e9 d\u2019avoir Meta dans le nom et l&#8217;intention de le revendiquer en premier. Reste \u00e0 voir si cela r\u00e9ussit car le jalonnement d&#8217;une revendication ne garantit pas une influence dans un environnement qui n&#8217;est toujours pas d\u00e9fini. Mais cela sugg\u00e8re qu&#8217;il y aura une r\u00e9elle concurrence pour l&#8217;influence sur le m\u00e9tavers.<\/li>\n<li>\n<h2>R\u00e9alit\u00e9 augment\u00e9e (AR) et R\u00e9alit\u00e9 virtuelle (VR)<\/h2>\n<p>Nous ne vivons pas dans un monde avec des gants haptiques et des combinaisons de capteurs \u00e0 la <em>Ready Player One<\/em>&#8230; pour le moment. Cependant, les technologies d&#8217;aujourd&#8217;hui implementeront leurs bases dans le m\u00e9tavers. Les progr\u00e8s de la r\u00e9alit\u00e9 augment\u00e9e et de la r\u00e9alit\u00e9 virtuelle exp\u00e9rimentent d\u00e9j\u00e0 de nouvelles fa\u00e7ons d&#8217;int\u00e9grer des exp\u00e9riences virtuelles dans la vie quotidienne, de la recherche d&#8217;images bas\u00e9e sur la r\u00e9alit\u00e9 augment\u00e9e de Google Lens aux galeries de r\u00e9alit\u00e9 virtuelle avec des expositions NFT. Cool? Oui. \u00c9tonnant ? \u00c9galement.<\/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 AR pour v\u00e9rifier les informations\" width=\"652\" height=\"326\" \/><\/a><\/p>\n<p>Compte tenu des technologies AR et VR dont nous disposons aujourd&#8217;hui, qu&#8217;est-ce qui nous fera avancer plus rapidement vers une exp\u00e9rience m\u00e9tavers ? La VR a certainement sa force dans l&#8217;immersion totale, mais c&#8217;est plus un \u00e9v\u00e9nement qu&#8217;une exp\u00e9rience transparente, et il y a des limites physiques \u00e0 l&#8217;endroit et \u00e0 la fa\u00e7on dont elle est utilis\u00e9e. La r\u00e9alit\u00e9 virtuelle est \u00e9galement une d\u00e9cision active, contrairement \u00e0 la r\u00e9alit\u00e9 augment\u00e9e, qui prolonge num\u00e9riquement les activit\u00e9s quotidiennes des utilisateurs. La flexibilit\u00e9 de la r\u00e9alit\u00e9 augment\u00e9e peut en faire la m\u00e9thode pr\u00e9f\u00e9r\u00e9e pour s&#8217;engager dans de nouvelles exp\u00e9riences virtuelles \u00e0 venir.<\/li>\n<li>\n<h2>L&#8217;argent fait tourner le m\u00e9tavers<\/h2>\n<p>Lors de la pr\u00e9sentation d&#8217;octobre de Mark Zuckerberg, il a clairement indiqu\u00e9 une chose : le m\u00e9tavers ouvrira une toute nouvelle \u00e9conomie num\u00e9rique pour les cr\u00e9ateurs (et de nombreuses entreprises). La technologie n\u00e9cessaire pour soutenir le m\u00e9tavers n\u00e9cessitera un investissement important, la capitalisation et la mon\u00e9tisation de cet espace sont donc un objectif clair.<\/p>\n<p>A quoi cela pourra-t-il ressembler ? Le m\u00e9tavers n&#8217;est pas tangible, ce qui signifie que c&#8217;est une plateforme pour un service sous forme d\u2019abonnement. Si vous pensez d\u00e9j\u00e0 que la gestion des services de streaming \u00e9tait frustrante, anticipez une mon\u00e9tisation de type conseil pour les m\u00e9dias, les illustrations et les objets virtuels, tout ce qui peut \u00eatre reproduit dans le cyberespace. Cela ne concerne m\u00eame pas la concurrence pour l&#8217;espace publicitaire, que le m\u00e9tavers abordera certainement 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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/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_69f5a1efac2af'>\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_69f5a1efac2af');\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 = '94901490-bbd4-411e-b605-43504b151185';\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\/94901490-bbd4-411e-b605-43504b151185', {\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 ? '94901490-bbd4-411e-b605-43504b151185'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>La course pour devenir le ma\u00eetre du m\u00e9tavers ne fait que commencer<\/h2>\n<p>Nous y avons d\u00e9j\u00e0 fait allusion, mais il y aura beaucoup de concurrence pour influencer le m\u00e9tavers. Une technologie de pointe comme le m\u00e9tavers se d\u00e9veloppe diff\u00e9remment des produits et services normaux. Une id\u00e9e qui fonctionne pour les premiers utilisateurs peut \u00e9chouer aupr\u00e8s du grand public (d\u00e9sol\u00e9, Google Glass) ; plusieurs d\u00e9marrages et \u00e9checs font partie du processus. Les \u00ab gagnants \u00bb dans le m\u00e9tavers devront d\u00e9terminer leur fonctionnement en tant qu&#8217;interface et donner aux utilisateurs une v\u00e9ritable raison d&#8217;\u00eatre l\u00e0. Les fonctions sociales d&#8217;une entreprise comme Meta pourraient ne pas \u00eatre aussi attrayantes qu&#8217;un environnement gamifi\u00e9 d&#8217;entreprises comme Activision.<\/p>\n<blockquote><p>&#8230; le m\u00e9tavers est le moment o\u00f9 notre vie num\u00e9rique vaut plus 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\u00e9taverse auront des d\u00e9fis au-del\u00e0 d&#8217;attirer la curiosit\u00e9 et l\u2019inter\u00eat. L&#8217;embrouillement 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=\"\/fr\/blog\/revue-du-podcast-dans-le-futur-plus-besoin-des-cookies-tiers\/\">\u00e9radication des cookies tiers<\/a>). Un m\u00e9tavers vaste, immersif et un int\u00e9r\u00eat accru pour la protection de la vie priv\u00e9e se heurteront \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>Avec un m\u00e9tavers ressemblant moins \u00e0 une intrigue de science-fiction qu&#8217;\u00e0 une fatalit\u00e9, il y aura de nouvelles questions auxquelles les marques devront r\u00e9pondre. Que deviendront les produits ou services d&#8217;une marque lorsqu&#8217;ils ne seront plus tangibles ? Comment les marques ajoutent-elles de la valeur \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 et les marques doivent s&#8217;y pr\u00e9parer.<\/p>\n<p>Il peut \u00eatre difficile de comprendre l&#8217;ampleur du changement qui pourrait venir avec le m\u00e9tavers, mais c&#8217;est l&#8217;essence de la transformation num\u00e9rique. Adopter l&#8217;innovation (et 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 des publics dans le 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 dans la vraie vie.<\/p>\n<p>\u00c9coutez l&#8217;\u00e9pisode complet pour plus de pr\u00e9dictions sur le m\u00e9tavers \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 notre futur est-il hypervirtuel ? Si tel est le cas, un m\u00e9tavers \u00e9mergent pourrait s&#8217;av\u00e9rer \u00eatre le tournant. Le concept de m\u00e9tavers n&#8217;est pas nouveau, mais il y a un regain d&#8217;int\u00e9r\u00eat du sujet avec le changement de nom de Facebook en Meta. Et Meta est tr\u00e8s int\u00e9ress\u00e9 par le potentiel d&#8217;un [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":110308,"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":[2905],"tags":[970,2410,2405,1440,2091,2399],"class_list":["post-110311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-digital-marketing-5","tag-facebook-4","tag-mark-zuckerberg-3","tag-marketing-5","tag-meta-3","tag-metaverse-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Podcast Rewind : 4 points \u00e0 retenir de l&#039;annonce de &quot;ce&quot; m\u00e9tavers | DAC<\/title>\n<meta name=\"description\" content=\"\u00c0 quoi ressemblera le m\u00e9tavers et qui le contr\u00f4lera r\u00e9ellement ? 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