With all the exciting talk about the metaverse and web3, I am sure that many organisations are beginning to adjust their medium-term strategies to see how they might take advantage of the opportunities afforded by this emerging infrastructure and the genuinely new economy that it promises.
Personally, I don’t think it takes that much of the crystal ball to determine the valuable positions in the downstream value network. This is not because I am a forecasting genius with an unimpeachable track record of mystic metaverse prognostications but because the key players have already told us what it is going to be and since they are billionaires and I have not, I’ve been listening to them.
Money in the Metaverse
Nicola Mendelsohn, Meta’s VP of Global Business, talked about virtual shopping during at the 2021 Bloomberg Technology Summit saying that a limitation of commerce today is that “you actually have to go to the shop” to see the clothes whereas in the metaverse you could being able to “actually try on those different things, albeit virtually.”. This doesn’t strike me as particularly innovative vision of future commerce: After all, people having been trying on virtual clothes for years. But as Kurt Wagner pointed out when commenting on this, what is actually exciting in this new kind of commerce that will emerge: not buying clothes for yourself but for you avatars. Not digitised commerce, like buying clothes online instead of in a store, but digital commerce. He goes on to say (correctly, in my opinion) that the opportunities will expand as people begin to create a digital identity that travels with them across different experiences and that “it’s very likely that Facebook could be the place users create and maintain that virtual identity”.
In an economy where the existence of property and the ownership of the property are the crucial enablers, there should be no surprise that managing the fundamental link between them should be so critical. That link is identity. In the pre-industrial world we went from an identity based on personal relationships, kith and kin, into in Industrial Revolution and urban anonymity that demanded an identity provide by public and private institutions. This led to the business environment founded on the state provision of identity (and, as a corollary, the exclusion of those without a state identity) that we have today. But in the future reputation economy, we’ll go back to identity based on relationships. Hence it’s no wonder that Meta expect to play a key role there.
If we look at some of the other people selling shovels in the web3 gold rush, we see a similar vision of the future. Coinbase wants a piece of the metaverse just like everyone else. But how interesting it is to see that instead of building its own virtual world, it is focusing on how to manage people’s identities within this immersive internet and building “an identity on-ramp” into the metaverse through its work with the Ethereum Name Service (ENS). ENS is a protocol based on the Ethereum blockchain that allows you to obtain a unique username (think “vitalikbuterin.eth”) that can be linked through their digital wallets.
(Linking these identities with standardised verifiable credentials will, I think, really radically change the way we live and work online. Imagine being able to configure your world so that your avatar would only see other avatars of real people and not bots!)
It’s almost as if identity in the metaverse is the new money in the metaverse.
What’s in the Wallet?
I was listening to the “Pomp” podcast in which he interviewed David Marcus. Mr. Marcus is an experienced and innovative player in the digital finance game who most recently had led Meta’s push into a digital currency. That project, initially called Libra, was later rebranded Diem after facing pushback from regulators and later abandoned, but there’s a lot to learn from it (and from David). Anyway, it was an interesting discussion and I have to say that I was surprised when at one point in the interview Mr. Pompliano said he thinks that people have “underestimated” the importance of the wallet.
(I have certainly never fallen into this category and my analysis of the launch of Facebook’s “Libra” initiative, as it was initially called, was that the play was all about the wallet: the day it was announced I said that “identity is at the heart of the Libra proposition, if you ask me”.)