Agribusinesses and organizations accustomed to investing in productive land are gradually allocating resources to an impossible space—at least for now. Considered the successor to the mobile internet, Metaverse has caught the attention of the agricultural sector as rural connectivity improves and 5G connectivity arrives in the country.
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“The Metaverse will be a very valuable tool for us in the countryside, mainly because we have an open-air factory, which may be a factor in promoting training and understanding of rural things,” commented FAEMG Systems President (Minas Confederation of Agriculture and Livestock of the Canton of Gerais), Antônio de Salvo.
In April, the entity celebrated Senar-MG’s 29th anniversary in a different way: a meeting in the Metaverse. The session lasted over 40 minutes and discussed the importance of new technologies to agriculture – where connectivity is limited to a few. It is estimated that only 11% of production areas in the country have 4G coverage, which limits even the adoption of existing technologies.
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“The main challenge is that we can introduce 5G more effectively across the country, it’s a matter of time, and I think that time is getting shorter with the benefit of the companies responsible for 5G”, the president believes the FAEMG system is discussing what the Metaverse can bring to the industry benefits, especially in the areas of rural extension and technical assistance.
“Have you ever thought about tuning training on a pesticide machine, rather than being specifically exposed to the pesticide at the moment of training? This will provide greater safety, allowing the machine to be tuned virtually without the use of defenses”, Salvo exemplified illustrate.
Metaverse or not?
Although the meeting held in virtual and immersive reality is called the metaverse, the experience of the FAEMG president living with his colleagues is not itself considered a metaverse, as Isadora Camargo, USP digital communications PhD and LETS regional strategist Marketing as explained… “The metaverse starts when we don’t know how to explain what the metaverse is. We can say and infer that it is a hybrid of virtual reality, augmented reality, connectivity and the internet with immersive technology” , the researchers explained.
Almost accessible but intuitive, the Metaverse is defined by Meta (former Facebook) as the successor to the mobile internet, based on “a set of interconnected digital spaces that allow you to do things you can’t do in the physical world”.
“The lack of clarity in Metaverse also has to do with the fact that tech companies like Facebook (now known as Meta) are using strategy as a business. The name change is not without meaning, it shows a company that controls Western world data and has obvious marketing to it Another strategy for interested tech companies,” added Isadora. At the request of the report, Meta claimed it did not have a spokesperson to deal with the matter.
According to Karen Barbieri, director of PwC Brazil, the main feature of Metaverse is decentralization. “Big tech companies want to dominate the virtual world, but it’s not a virtual world. Metaverse is where I can interact with you independently. What we have today is the first step toward this Metaverse, even when these are controlled by several companies Metaverse, Karen explained in defining the metaverse as a fluid environment, as ubiquitous as the internet is today.
According to a report released last November by Grayscale Investments, Metaverse estimates that trillions of dollars in revenue potential come from advertising, commerce, digital activities, hardware, and monetization of development and creative activities. A similar document prepared by JPMorgan highlighted that $54 billion is spent on virtual goods each year, almost twice as much as music.
“When we’re talking about business in the metaverse, these concepts that come with it bring a lot of uncertainty to it, but given what’s happened, the few specific examples we’ve had, it’s expected that there will be a very Big capacity. Big because it also allows for very big scalability,” said Karen from PwC Brazil. “Everything shows that the emergence of the metaverse has aroused interest in the market so that we can evolve the blockchain technology that currently runs digital currencies,” added Isadora.
“You have a parallel world where there are digital investment funds, such as NFTs, which are digital tokens that guarantee the purchase of something tangible or immaterial to yourself,” the researchers explained. It is NFTs based on blockchain technology that will allow the transfer of value from the digital world to the real world in a 100% developed metaverse future. “Whether it’s going to work or not, I think it’s too early to say, but the truth is that Facebook has never released something that hasn’t been predictable for at least five years,” Isadora said.
In Rio de Janeiro, the Hortifruti Natural da Terra network has been ahead of these shifts. In March, the company launched an immersive virtual store designed to offer customers new experiences while preparing for an increasingly near future.
“Launching an immersive store now gives us more data and customer behavioral baggage to understand what people want, plan for, and make it happen,” Fernanda Coelho, the chain’s innovation consultant, compares Natural da Terra’s movement to the movement Shi said in recent years has been carried out by virtual stores opening physical units.
“We’re doing the opposite. People come in to discover and understand, and from her entries we can see how much time she’s been there, where she’s clicking, where she’s looking, and then we can understand those patterns as Invest in the platform and create more attractive environments,” explains Fernanda.
From a sales perspective, she recognizes that immersive stores are far from traditional e-commerce. “Honestly, if you’re filling up your house and you have a shopping list, it’s much faster to buy in normal e-commerce than to go into a virtual environment. It’s more of an experience,” the innovation consultant said, emphasizing that The main takeaway from the program is to prepare for the future of the internet.
“Today, we are the first market to move in this direction, but again: we can launch virtual products, but it makes sense for our customers. Yes, we want to be a pioneer, maybe we can put this The industry brought us with it, but it was more of a preparation. Our focus was not just on staying ‘in’, it was important for us to be meaningful and with our customers,” concludes Fernanda.