With an eye on the future, agro is taking the first steps towards metavers – Revista Globo Rural

With an eye on the future, agro is taking the first steps towards metavers – Revista Globo Rural

Accustomed to investing in productive land, companies and agro-industrial organizations have been gradually allocating resources to a space where none of this is possible, at least for the time being. Considered the successor to the mobile internet, the metavers has caught the attention of the agricultural sector amid promises of increased connectivity in the countryside and the arrival of the 5G connection in the country.

Read also: The value of rural production can grow to R $ 100 billion with greater connectivity in the countryside

Meeting held by the FAEMG System to celebrate the anniversary of Senar-MG uses metaverse tools (Photo: Reproduction)

Meeting held by the FAEMG System to celebrate the anniversary of Senar-MG uses metaverse tools (Photo: Reproduction)

“The metavers will be a very valuable tool for us in the field, especially because we have an open-air factory and this can be a factor that facilitates training, knowledge of things in the field,” said the president of the FAEMG System (Federation of Agriculture and the State of Minas Gerais), Antônio de Salvo.

In April, the organization celebrated the 29th anniversary of Senar-MG in a different way: a meeting in the metavers. The meeting, which lasted just over 40 minutes, spoke about the importance of new technologies for agriculture, a sector whose connectivity is restricted to a minority. It is estimated that only 11% of the country’s productive area has 4G coverage, which limits even the adoption of existing technologies.

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“The main challenge is to be able to introduce 5G more effectively in the whole country and this is a matter of time and I think time has been shortened with the interest of the companies responsible for 5G,” said the president. of the FAEMG system when talking about the benefits that metavers could bring to the sector, especially in the field of rural extension and technical assistance.

“Have you ever imagined doing adjustment training on a pesticide machine without being specifically exposed to the pesticide at the time of training? This will give you a lot more security to regulate a machine virtually without using defenses at the time,” he said. Except.

Metavers or not?

Although the meeting, which takes place in virtual and immersive reality, is called metavers, the experience lived by the president of FAEMG together with his colleagues is not considered a metavers in itself, as explained by Isadora Camargo, PhD in digital communication for the USP and LETS area strategist. Marketing .. “Metavers begins when we don’t know how to explain what metavers are. We can say and infer that it is a mixture of virtual reality, augmented reality, connectivity and the internet with immersive technologies “, explains the researcher.

Barely palpable but intuitive, metavers defines Meta (ex-Facebook) as a successor to the mobile internet based on “a set of interconnected digital spaces that allow you to do things you couldn’t do in the physical world.”

“The lack of clarity in the metavers is also associated with the fact that technology companies like Facebook, now called Meta, are taking advantage of the strategy as a business. And not in vain was this name change, which shows a strategy More than a technology company that controls data in the Western world and has a clear commercial interest in it, “said Isadora.

According to PwC Brazil director Karen Barbieri, the main feature of the metavers is decentralization. “Big tech companies want to dominate the metavers, but this is not the metavers. The metavers is that I can interact with you independently. What we have today is a first step towards this metavers, even within these environments. controlled by several companies’, explains Karen when she defines metavers as a fluid environment, present everywhere as the Internet is today.

financial potential

According to a report released by Grayscale Investments in November last year, Metaverse has an estimated revenue potential of billions of dollars generated from advertising, commerce, digital events, hardware, and monetization of creative and development activities. A similar document by JP Morgan points out that $ 54 billion is spent on virtual goods each year, almost double the amount invested in buying music.

“When we talk about business within the metavers, these accompanying concepts bring a lot of uncertainty about what it can be, but from what has already happened, for the few specific examples we have, it is expected that it will have a very large volume because also it allows for very high scalability, ”says Karen of PwC Brazil. “Everything indicates that there is an interest in the market with the advent of metavers so that we can have an evolution of the blockchain technologies that currently operate digital currencies,” adds Isadora.

“There is a parallel world where there are digital investment funds and, for example, NFTs, which are digital tokens that guarantee the purchase of something material or immaterial that is only yours,” explains the researcher. . It is NFT’s, based on blockchain technology, which will allow the transfer of values ​​from the digital world to the real world in a future 100% metavers future. “Whether it works or not, I think it’s too early to tell, but the fact is that Facebook never posts anything that doesn’t have a predictability of at least five years,” says Isadora.

Marking presence

In Rio de Janeiro, the Hortifruti Natural da Terra network has advanced these transformations. In March, the company launched an immersive online store designed to offer its customers a new experience as they prepare for the near future.

“Having launched the immersive store now gives us a little more data and customer behavior to understand what people want, plan and make it a reality,” says the chain’s innovation consultant, Fernanda Coelho, when comparing the Natural da Terra movement with that. made by online stores that have opened physical units in recent years.

“It simply came to our notice then. People come in to discover and get to know and from its entrance we can see what it does there how much time it spends, where it clicks, where it looks and then we can understand these patterns to invest in the platform and create a more environment. attractive environment “, explains Fernanda.

From a commercial standpoint, he acknowledges that the immersive store is still far from surpassing conventional e-commerce. “To be honest, if you’re going to fill your house and have a shopping list, it’s much faster to shop in normal e-commerce than to go into the virtual environment. It’s more like an experience there, ”says the innovation consultant, noting that the main gain of the initiative is to be prepared for the future of the Internet.

“Today we are the first market to move in this direction, but again: we can launch a virtual product, but it makes sense for our customer. Yes, we wanted to be pioneers and maybe take the industry with us, but that’s more of a preparation. Our approach is not just to stay ‘on’, for us it is important to make sense and be with the customer “, concludes Fernanda.


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