 Accenture introduced a "future-proof" metaverse strategy and launched a Metaverse Continuum, which aims to host various virtual worlds. More: - There are four key trends for the enterprise metaverse, according to Accenture:
- WebME is focused on building a unified, persistent 3D environment, enabling users to move across different platforms.
- Programmable World, which focuses on leveraging emerging technology trends such as XR, AI, and 5G that help narrow the gap between virtual and physical worlds.
- The Unreal, which leverages AI capabilities to help users adapt to the virtual worlds.
- Computing the impossible, which involves the idea of integrating quantum and biology-inspired computing that will offer businesses the right tools to integrate new technologies and create new experiences.
- When explaining the metaverse, Paul Daughtery, Group CEO of Technology and CTO of Accenture, said, "Our vision of the metaverse as a continuum challenges prevailing, narrower views and highlights why organizations must act today, or find themselves operating in worlds designed by, and for, someone else."
- Accenture is also the first consultancy firm to purchase 60,000 Meta Quest 2 VR headsets in October to help with hiring and onboarding new employees.
- The company estimates that over 150,000 new hires will be trained and educated in an immersive environment.
XR Today 
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 Heineken entered the metaverse by revealing its virtual beer in the Decentraland platform. "Our virtual beer is made only from the freshest pixels: no malt, no hops, no yeast, no water, and also, no beer," the company said in a statement. More: - The virtual brewery is located in Decentraland's metaverse, which allows users to walk around and explore the digital landscape.
- Heineken's marketing department started a hashtag, #awesomeheinekenmarketingstunt, which indicated the company poking fun at virtual worlds.
- "Our new virtual beer, Heineken Silver, is an ironic joke," says Westenbrink, and it showcases that the company may not be too fond of the idea of the metaverse.
- Westenbrink adds: "It is a self-aware idea that pokes fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world."
Mashable
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 Metaverse as a service (MaaS) may be the upcoming solution to help enterprise customers leverage their presence in 3D virtual worlds. More: - Some of the areas where MaaS can be applied are support collaboration, business processes, investments, cryptocurrency, and other related use cases.
- MaaS won't help companies build virtual worlds but will allow them to gain access to existing infrastructures in the same way that we use Software as a Service.
- Here are some projects that showcase how MaaS is currently being utilized:
- Lovelace World
- Propel MaaS
- Touchcast
- MetaVerse Books
- A benefit of using MaaS is that companies with no experience with virtual worlds can participate in the metaverse economy and open doors to investment in an emerging space.
- A con of MaaS is that organizations can get locked in with one vendor, which might make it difficult to move to other virtual platforms.
XR Today
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 Captain Marvel star Brie Larson entered the metaverse, but her fans are not excited about the move. The actress changed her Twitter profile picture to a FlowerGirls NFT and is making a solid move into the world of blockchain, metaverse, and NFTs. More: - The Oscar-winning actress tweeted, "Welcome to my lil corner of the @some_place metaverse. Can't wait to welcome you all in soon," showing a video of her avatar walking around a room surrounded by NFT art.
- Some.place metaverse is an online virtual reality platform that allows users to create their own avatars and display their NFT art.
- Fans immediately responded with backlash, with some saying, "Brie you're going down a path a path I can't follow," while others stated, "My disappointment in your performance cannot be overstated."
- Political commentator Keith Olbermann tweeted, "Hope you got paid $7,000,000,000,000,000,000,000,000,000 for this because that's about how much damage you just did to your rep."
- It's hard to imagine that so many people are against the actress' decision to enter the virtual worlds and NFTs, but some suspect that this backlash could be due to the negative experiences around the NFT markets.
- For instance, there have been many scams and rug pulls where developers abandoned projects after receiving investor money.
- Second, the underlying blockchain technology used in the actress' project is Ethereum, which consumes a lot of electricity. One ETH transaction uses as much electricity as the average U.S. household uses in an average workweek.
- She did gain 946 Twitter followers on Thursday.
Fortune
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Snapchat unveiled its Custom Landmarkers feature that allows creators to build AR experiences for landmarks. Using the Lens Studio, creators can now build AR experiences featuring landmarks within their own communities. More: - The new feature rolled out this week, showcasing the company's commitment to continually support new AR experiences.
- The AR platform has a community of 250,000 lens creators from more than 200 countries that build new AR experiences to enhance the way users can learn, create, and explore new ideas. They have created 2.5 million lenses with 3.5 trillion views.
- The company made the following statement: "Today, we're launching Custom Landmarks in Lens Studio, letting creators anchor Lenses to local places they care about to tell richer stories about their communities through AR."
- Snapchat TikTok clone Spotlight has awarded 12,000 creators with a total of $250M for their work.
Tech Crunch
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 Matsuko aims to end your Zoom fatigue by developing 3D holograms of participants through an iPhone camera. The company aims to create realistic and immersive 3D hologram remote meeting experiences to help create engaging conversations between participants that mirror or replace "physical" meeting spaces. More: - We have all experienced Zoom fatigue at some point during the pandemic, and Matsuko wants to tackle this problem by making virtual get-togethers more engaging using holograms.
- The company is using an iPhone app and real-time 3D images that are streamed by iPhone smart cameras to create realistic meeting experiences and make conversations more immersive and "lively."
- Users require special glasses to interact with others in virtual hologram meetings.
- Matsuko is not the only company working in this space:
- Google is working on a project called Starline, which would allow users to interact with life-size 3D holograms without needing headsets and glasses.
Surface Mag
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 |  | Gia Mattu is based in Calgary, Alberta. She is an entrepreneur with experience in climate technology, drones, AI, machine learning, and blockchain technology. When she's not working, she loves to hike the Canadian Rockies, try new cuisine, and travel. | | | | Editor | Aaron Crutchfield is based in the high desert of California. Over the last two decades, he has spent time writing and editing at various local newspapers and defense contractors in California. When he's not working, he can often be found looking at the latest memes with his kids or working on his 1962 Ford. | |
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