Metaverse, a platform of interconnected virtual environments where connected people can interact, represents a new frontier for the digital economy and offers unprecedented opportunities for connectivity and interoperability, encompassing both virtual reality and augmented reality.

At a roundtable in San Francisco, United States, during the Unpacked of the Galaxy S23, TM Roh, president and director of Samsung’s Mobile Experience Business, revealed the future they envision for the company in the Metaverse.

“In the coming years, Samsung will expand its suite of AI innovations to bring brilliant design and engineering capabilities to this space and extend the Metaverse beyond traditional gaming and entertainment use cases into work, health and education applications,” said TM Roh.

This is made possible thanks to technological improvements and the investments made by companies around the world. In addition to changes in user behavior, which are already paving the way for bringing Augmented Reality and Virtual Reality (AR and VR) capabilities to consumer applications.

And it is that companies in the Metaverse are looking for new opportunities to grow. Large companies are trying to keep up with the new commercial, digital and business trends to improve their performance. However, the main reason for the world’s biggest brands to carve out a place in the Metaverse is that they expect technology to create memorable shopping and fun experiences, creating strong connections with customers.

For example, the Nike brand created Nikeland, a space in the metaverse that uses the Roblox platform to meet fans, socialize, participate in promotions, and participate in a variety of brand experiences. Seven million visitors have visited Nikeland since its launch in November 2021, according to the brand. There they could buy exclusive digital merchandise to decorate their avatars.

Samsung fans got the experience way back in June 2022 when they took part in the Samsung Superstar Galaxy on Roblox, an exciting adventure starring pop star, singer and songwriter Charli XCX, which was available for a limited time on Z Flip 3 smartphones.

It consisted of letting users become pop stars themselves: acting, dancing and creating in Superstar Galaxy. To finally arrive at a virtual concert that would allow the best to take the stage and share the spotlight with artist Charli XCX.

do story

Advertising continues to be a powerful ally for brands when it comes to building community, communicating their values ​​and showcasing their new products. However, in the current environment, the public demands more. A few years ago, we heard a lot about storytelling, a marketing and communication tool that has its roots in politics, especially in election campaigns.

Over time, it was no longer enough to tell a good story. Now the audience wants to experience it, and that’s what storydoing represents. Engaging consumers in an immersive experience to learn everything they’ve been told from the inside out.

The major brands offer their experience stores for this, such as Apple, Xiaomi, LG, Samsung, among others.

premium experiences

TM Roh emphatically pointed out that it is confident in the strength and resilience of the Premium categories in the mobile experience business and so in 2023, the company will focus on premium solutions for smartphones and tablets through its Ultra brand, which is “The means big, bold, the best of the best, no matter what category you fall into.”

The Samsung representative also celebrated that customers have responded to it even in a difficult economic year and difficulties that have emerged on the global stage, including inflation, political conflict and supply chain challenges.

Because consumers are not making purchasing decisions based solely on products, but rather should have confidence in the brand and what it stands for, TM Roh recalled that this is why “we have made a public commitment and taken tangible action in areas such as sustainability, from the introduction of our most sustainable Galaxy device with Diamond to broader commitments such as the 2030 net zero pledge for our DX group.