What makes a seducing Metaverse Use Case? | Eva Schuckmann | TEDxOTHRegensburg

The metaverse, a realm in which reality bends and imagination reigns supreme. In the enticing universe of the metaverse, the possibilities are as limitless as the human mind. But what truly captivates and seduces users to engage time, effort and money?

What sounds so desirable, however, seems difficult to translate into exciting use cases for many potential players on the providers’ side. The medium that sparks the imagination of enthusiasts and the curious, and raises concerns or even rejection among skeptics in equal measure, requires a first and even simple step to awaken enticing use cases and shed light on the utopia of one's own playing field in the metaverse.

The opportunity to redesign things, reinvent interactions, experience life ‘phygitally’ and thus offer truly enticing use cases to your own users - does this depend on a seamless integration of augmented and virtual reality blurring the boundaries between real and virtual? Or is it the ability to create personalized experiences that resonate deeply with each individual user? What is actually the first step to be taken?

In this talk, we look at the elements that turn a mere concept into an invitation that can inspire enthusiasts and persuade everyone to get started. Eva Schuckmann is a professor, mentor, consultant and former entrepreneurial manager as well as manager of her family’s winery. Her professorship covers technology-related topics of digital marketing – a teaching and research area that she makes tangible for her students and future leaders at university also through practical applications. Her particular focus is on customer centricity, user experience and customer journey management, digital prototyping, data and web analysis and future ideas of digital marketing.

Eva Schuckmann grew up on her family’s vine estate, where, in addition to working in the cycle of nature, she learned that people look for stories and experiences, meaningful products, develop emotions and want to find ‘the old in the new’. She has carried this knowledge through the stages of her personal and professional development ever since. ‘The old in the new’ such as the connection between the physical and the digital inspires her and at the same time generates exciting questions that she addresses: How will technology-driven developments and opportunities, particularly with regard to new ‘worlds’ and experiences through AR, MR and VR, affect and complement our (commercial) relationships, behavior and lifestyles? What are desirable utopias of the metaverse as a vision of a future interconnected internet in which the boundaries between physical and digital finally merge? In which scenarios and ‘cases’ should companies invest in the future to create value for both customers and themselves?