This book initiates the conversation about the metaverse in science and practice. What will the metaverse look like? What is it about? Where do we stand? What do we need? Where is the journey going? To begin with: Is the metaverse an idea or a promise? Ralf T. Kreutzer and Sonja Klose try to make the vision tangible and imaginable. As with the Internet, it is difficult at this point to predict which developments and technologies will be created and combined by which individuals and companies and in what way.
The authors take you by the hand and recommend: Don't ignore these developments! There is no need to make extensive investments in the metaverse today. But a few hands-on exercises are provided to help you be ready when the bandwagon picks up speed. In addition, it can help you to gain advantages in employer branding if it becomes visible that you are also dealing with exciting future topics.

Offers an essential introduction to metaverse for business and practice Gives an overview of fields of application that the metaverse offers Explains how companies can prepare for the metaverse

Autorentext
Prof. Dr. Karsten Kilian betreibt mit Markenlexikon.com das größte Markenportal im deutschsprachigen Raum und leitet an der Hochschule Würzburg-Schweinfurt den Masterstudiengang Marken- und Medienmanagement. Er gilt als einer der führenden Markenstrategen im deutschsprachigen Raum und berät mittelständische Unternehmen in Markenfragen. Prof. Dr. Ralf T. Kreutzer leitet den Studiengang International Marketing Management an der Berlin School of Economics and Law. Zuvor arbeitete er 15 Jahre in verschiedenen Führungspositionen bei Bertelsmann, Volkswagen und der Deutschen Post. Er zählt zu den bekannten Online-Marketing-Spezialisten Europas und ist im In- und Ausland als Marketing und Management Consultant sowie als Trainer und Coach tätig.

Inhalt
Chapter 1 What it is about.- 1.1 The path to a Metaverse so far.- 1.2 Definition Metaverse.- 1.3 Characteristics of the Metaverse.- 1.4 Market potential.- Chapter 2 Where we are.- 2.1 Gartner´s Hype Cycle for emerging tech as a framework for orientation.- 2.2 Brief history of the Internet.- 2.3 Proto Metaverse.- Chapter 3 What we need.- 3.1 Overview: important components of the Metaverse.- 3.2 Contents and use cases in the Metaverse.- 3.3 Infrastructure for the Metaverse.- 3.4 Technologies for the Metaverse.- 3.5 Monetization within the Metaverse.- 3.6 Regulation in the Metaverse.- Chapter 4 Where the journey takes us.- 4.1 Outlook.- 4.2 Metaverse journey for the own company.- References.