World Without Limits – Media & Message

World Without Limits – Media & Message


June 13, 2022 – 12:10 p.m.

The decentralization of digital entities, with diluted power in the hands of the user, is perhaps the strongest trend that is expected to happen in the virtual environment. And that should happen in conjunction with technology and the advent of Web3, which is the next version of the web. For this to happen, the development of metavers, artificial intelligence (AI), digital assets, personified by non-fungible tokens (NFT) and the blockchain, work in parallel. The new phase of the web and the expansion of privacy legislation will make consumers, who are producers of content (and data) for platforms and brands, basically determine more and more precisely what they want to consume. This leads to the decentralization of digital decisions at various levels. The technical name of this movement is Decentralized Autonomous Organization (DAO), which is the corporate governance structure built around blockchain technology. Associated with metavers, the NFT market and AI, DAO is part of the construction of the new Internet, or Web3.

At the moment, except for NFT and AI, metavers, Web3 and DAO are more in the realm of desire than reality. They are in development and many digital brands and actors are involved in the process. The practical application of these concepts may seem vague. But decentralization is the central point that everyone crosses, points out the co-founder of Rito.CC and Unlock Capital, Catarina Papa: “All my actions and strategic decisions can be decentralized.”

Although this idea may seem new, CI & T’s senior digital strategist Marcelo Marciano guarantees that the essence of this concept is well known. “We have the feeling that you have to run very fast to get there. It is worth mentioning that when we talk about centralization, there is the element of distribution,” he said. He began to access the ability to save and upload his photos, for example, and to offer online content from different points. “At a certain level,” explains the CI&T strategist.

Marcelo Marciano, senior digital strategist at CI&T

Marcelo Marciano, senior digital strategist at CI&T

Moment of transition

Looking at the challenges of this entry into a decentralized world, Marciano emphasizes the need to review the parameters of success of an action at this time of transition. “We are not talking about a new Internet. Web3, as a concept, is a new economy “, he points out. Currently, he says, it is not possible to look for metrics like ROI, for example, but to look at the real purpose of this change. “Decentralization, to some extent, is empowerment,” he said. The strategist also highlights the central role of representation in the construction of Web3. “If I don’t have a different culture, I won’t be able to have a good dialogue with this multiplicity,” he argues.

But there are reservations about security. “The big change is to start thinking about these laws first hand,” says Catarina. In this regard, the CI&T strategist argues that large technology companies, despite their shortcomings, have already built a reputation, while native organizations will have to go through this process to consolidate. “The tough test of DAOS is to somehow secure the basics. People have to trust those DAOS,” he says. And he warns of the danger of innovation to innovate: “The risk is to create something without thinking about someone’s pain, without being able to connect with the problem of a group.”

One of the important elements of this development is the NFT. One of the biggest mistakes brands can make is wanting to work with technology just because of the popularity of the novelty, without thinking about longevity, community building, and contact with the secondary market, says Caroline Nunes, CEO of InspireIP. Although Inspire did not create an NFT platform to work with companies, it began to be sought after by brands that want to introduce this technology, says Caroline. The brand that manages to create experiences with NFTs and metavers, he points out, has the ability to create a digital collection and connect with customers in a way that was not viable in the past. “There are giant brands that have already campaigned with NFT. We did it with SBT, which had a big impact. I call it smart marketing, because we don’t use any paid traffic and the action generated a spontaneous return. Caroline explains that the technology can be used in many ways. discount, which could be sold when not used by customers, also generating profit.

NFT technology has been around since mid-2015, but it was the way they tied them to art and different types of contracts that popularized and drew attention to the subject now, says Eve founder Livia Electric. She herself links her art with the NFTs, with the strategy of scarcity, although the model of collecting is very popular. The artist explains that, as a photographer, she often had difficulty finding clients who paid BRL 4,000 for a photo shoot. But now, there are customers around the world who pay up to $ 22,000 for a photo. Despite working with technology for only a year and four months, he has had opportunities he had never dreamed of, such as exhibiting one of his photos in Time Square, New York. “I saw that my art was valued in a way that I never saw in real life. I think that’s what made NFT grow so much,” he said.

The other extreme that makes up this new universe that is beginning to be designed is structured around fifth-generation mobile networks and the multiverse. “The evolution of connectivity is a great facilitator of all digital transformation. With the new technologies, new applications are enabled “, affirms the director of marketing of Claro, Márcio Carvalho. According to him, 5G technology makes three main things possible: it offers more capacity and speed, reduces latency and creates a density of devices and sensors that connect. “Everything will be interconnected, which will generate data for different areas of society.” Among the new applications that will enable or benefit from 5G, Carvalho cites some of them. The first is cloud gaming, which allows people to play heavy games anywhere in the cloud. The second is the strengthening of metavers and virtual or hybrid environments. The third is smart cities, with manned drones, traffic management and energy. According to the director, 5G will also promote telemedicine. “Can you imagine having access to the best and most qualified doctors in the world and that this doctor can perform remote surgery?”

With the evolution from 4G to pure 5G, that is, one that is not tied to 4G, the physical world will become increasingly digital and the digital will emulate the physical. “All this will allow a virtual world very similar to what we have every day, from cryptocurrencies, Web3, digital assets. All of this is backed by a chain of blogs to ensure security and authenticity. All these technologies together will allow for a very big change in the way we relate, work and learn. The sky is no longer the limit. “

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