According to almost everyone in the tech community, the metaverse is not a hot topic — it's the hot topic. Probably the closest thing we've seen to this mania was the promise of the internet in the '90s, so it’' only fair that this concept has been labeled the next generation of the internet.
The whole idea of converging several technologies to empower everyone to dip in and out of immersive 3D digital worlds that are always "on" will ultimately change life as we know it, so it shouldn't come as a surprise that brands are crazed with the possibility of cashing in on a parallel universe where people acquire digital assets of real-world items.
Nike and Forever21 have already made their hopes and intentions clear when it comes to the metaverse. In a bet that the virtual world will forever transform the industry, the retail giants have created virtual stores with the hope that these spaces will drive e-commerce, and subsequently, new revenue streams. And as with all trends in retail, other brands are aiming to follow suit in 2022 and beyond. However, there's still one phase of the journey that needs to be addressed before brands can even start to conceive this whole idea of entering the metaverse: 3D modeling.
Here's why — When it comes to tapping into the metaverse, the thing that separates the doers from the dreamers is the ability to produce and launch 3D models of items at scale, whether those assets are a designer handbag or a burger with fries.
Not every business is currently able to do this, and it almost seems like the acceleration of digitization was so rapid in the past two years that we went from the video marketing hype straight into the metaverse mania, skipping a stop along the way. So, if the metaverse really is to become the new iteration of the internet, the production of 3D models of real-world objects needs to be possible at scale, as this will lay the foundation for a virtual nirvana.
Yet, launching 3D models of items still sounds like an incredibly time-consuming process that requires expensive resources for most. Here's why sorting this should be the priority:
The end of the 2D era
Producing high-quality images, and subsequently, videos that capture the real-world view of items has long been seen as the key to driving e-commerce sales. Pre-pandemic, the latter was seen as the game-changer, with Shopify reporting that videos can lift conversion rates by 60% over buyers interacting with images alone. However, things work a little differently in the metaverse. Images and videos might be able to serve their purpose in the physical world, but in a virtual world where 3D avatars replicate our real lives, 3D goods are the way to go.
The engagement potential is unparalleled, as 3D representations give customers details that images alone simply can't, such as what an item looks like from different angles or when virtually placed in a user's environment using augmented reality (AR) and exactly what size it is, ultimately giving them more confidence in their purchasing decisions. In fact, Shopify found that merchants who add 3D content to their stores see a 94% conversion lift on average, proving to have a much greater impact potential than videos or photos.
Whether brands have plans to enter the metaverse any time soon or not, 3D modeling should be considered the priority, as these developments will not only lay the groundwork for a presence in virtual worlds but also offer immediate tangible business benefits when it comes to advertising or social commerce.
Related: Unlocking the True Potential of the Metaverse
Personalization still reigns supreme
Ever since MarTech and data practices enabled personalization for marketing activities, we've been saying that being closer to customers matters more than ever. However, the pandemic and the surge in digital behaviors have certainly raised the bar to levels never seen before, not to mention the hyper-personalization that customers will demand from brands in the metaverse as they aim to have 3D avatars replicate their real-world lives.
Here's the thing: McKinsey’s "Next in Personalization 2021" report says that customers' demand for improved experiences in the past two years has been such that three-quarters decided to switch to a new store, product, or buying method during the pandemic as they looked for augmented experiences elsewhere. Moreover, in a world where one-to-one personalization is already possible at scale, the study also found that 71% of consumers still expect brands to deliver personalized interactions, and 76% get frustrated when this doesn't happen.
Regardless of where your brand wants to strengthen its presence — whether that's in the metaverse or simply on social media — customers today demand more personalization across channels. And offering photorealistic representations of real-world products that users can spot in the metaverse and visualize through augmented reality on their own bodies or homes might be as personalized as it gets to teletransportation.
Related: Brace For Impact: It's Time To Usher In The Metaverse
All roads lead to 3D modeling
Don't be fooled — no one can say with certainty that the metaverse will enter the mainstream or be fully accessible to all.
In fact, no one can really predict what it will look like because ultimately, this space will be what we make of it, as Animoca Brands' CEO Robby Yung puts it. So, whether brands have real plans to enter the metaverse or are still debating over its potential, they must not forget that there is a key to participating, and that is 3D modeling. 2D assets, such as images and videos, have no place in the future of forward-thinking e-commerce, and with users demanding more personalization from technology now, it's time to explore the benefits 3D modeling holds.
So, here's my message to businesses that are still trying to get their heads around the metaverse and the future: No matter what the metaverse ends up looking like, 3D modeling will be the first step for any brand to take the leap.
Related: What Metaverse Companies Need to Succeed
Besides products, the real-world 3D models are an essential part of Metaverse
Share UAV, a strategic partner of DJI enterprise, provides the best drone cameras, and professional mapping cameras.
With the hope to help more and more surveyors to capture the real world in a smarter way.
Share 102S series, integrated 120 million effective pixels, super configuration to deal with urban, rural, and other projects, with the DJI M 300 RTK flying platform, played an important role in the wave of real estate integration and cadastral survey work.
Highly integrated GCPs-free technology, deep access to the RTK communication, can achieve microsecond time synchronization with the drone, during the data acquisition process on-site, it can avoid the complicated GCP marking work in the early stage of the project, which greatly saves work cost and time, improve work efficiency.
The camera is deeply adapted to the mainstream UAV mounting platforms on the market, including the M300 RTK, VTOL, and many other multi-rotor models. Share 102S series does not require complicated installation and connection when using. Standard SkyPort interface, easy installation in three seconds. Integrated parameter setting into Pilot, can adjust the parameter settings in real-time according to the flight situation.
The housing is made of CNC aviation aluminum alloy, which is strong and durable, light in weight, and fast in heat dissipation.
Lightweight energy-saving payload reduces the burden on the UAV flight platform, reserve sufficient power for data acquisition, increase the endurance time, and increase the efficiency of a single flight.
Equipped with professional surveying and mapping lens, including a standard 25mm orthophoto lens and 4pcs 35mm lens. Image is clearly restored, the area is fully covered via the wide-angle lens, and the texture of the captured images is clear and the details are comprehensive.
The down-view lens can be turned on independently, turning it into an orthographic aerial survey camera, realizing a multi-purpose sensor, while saving the life of the tilted-view shutter.
Share UAV cameras are equipped with orthophoto real-time image transmission as standard, which can monitor flight obstacles in real-time and reduce the risk of field data acquisition and flight. The clear image transmission is matched with the height and position information of the Pilot, and the terrain reference is clear at a glance during the emergency landing.
Share UAV iconic OLED screen in front of the housing, which displays RTK status and the number of images taken from each perspective in real-time. The working status of the camera is clear at a glance. In addition, functions such as online camera firmware upgrades and a one-click copy of flight data will bring a more convenient user experience.
The image data acquired by the camera can be directly imported into DJI Terra or Context Capture modeling software after integration by Share Data Manager. It can efficiently generate digital surface models, point cloud data, real 3D models and etc. Through further manual processing, can also get digital line drawing, digital elevation models, solid 3D models, and other surveying and mapping output.
Compatible with DJI M300RTK, M210RTK, Multi-Rotor, VTOL and etc. PixHawk cubes integration is available too.
Share 102S series five-lens oblique cameras, professional aerial survey but cost-effective, now, together with Share UAV, set out for a real 3D world closer to reality!
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