Gitex Global 2022: UAEs technology giant e& takes its first step into metaverse today

e&, formerly known as Etisalat Group, is set to enthral visitors at Gitex Global 2022 by inviting them to enter the next digital universe with the soft launch of its virtual world — e& universe.

Hatem Dowidar, Group CEO, e&, said this move marks a significant achievement in the group’s transformation journey to a global technology and investment conglomerate, as it takes its first steps into the metaverse.

“Metaverse technology may be in the early incubation stages, given that it needs high-bandwidth and low-latency communications to work at scale. Still, telcos must consider harnessing its potential for the betterment of lives, whether it is a virtual playground or shopping destination, or even using it as a training ground for smarter, more efficient AI and industrial manufacturing processes.

To get it to work at the grand scale we all envision will require robust connectivity solutions. This is where 5G becomes the fulcrum, given that mobile networks may not be able to handle the metaverse network demands,” Dowidar told Khaleej Times in an interview ahead of Gitex Global, starting today.

The e& group chief executive shares his views on why telcos must adopt the metaverse in enhancing customer experience and boosting digitalisation journeys of enterprises.

Referring to a report by Ericsson, he said 5G is a critical enabler for the metaverse and its entire ecosystem as it has global reach, including roaming capabilities. For the cloud and edge-cloud (MEC) capabilities of the metaverse, 5G also offers low latency, offload processing and enhanced render level of detail (LOD).

“To harness the power of the metaverse, telcos must expand beyond their traditional capabilities and move towards embracing a growth mindset where they are open to exploring innovative ideas. In fact, telcos can play a more prominent role in the metaverse value chain by leveraging emerging technologies such as 5G, edge cloud, analytics and Artificial Intelligence (AI),” he said.

Forging partnerships with top players

Dowidar said telcos will also be required to partner with technology giants, internet tech companies, specialist cloud providers, device manufactures, technology platform providers as well as online game developers so that they can create a partner ecosystem for developing a solid metaverse ecosystem.

In that way, he said telcos can become the orchestrators of the metaverse ecosystems by identifying collaborative opportunities with involved parties.

“Based on the limitless possibilities that are available in metaverse adoption and in line with our commitment to digitally empower societies, we are taking a significant step forward into the metaverse this Gitex Global by announcing the launch of e& universe, hosted virtually in Arcadia Planitia on Mars,” he said.

“Alongside, we have had two other major showcases: the Metaverse Service and etisalat by e&’s business centre,” he added.

Elaborating, he said the Metaverse Service is a metaverse platform designed to maximise user experience through multiple virtual spaces and avatars.

“This was a result of the collaboration with SK Telecom, the largest mobile operator in Korea, to explore media and entertainment. Through our third metaverse showcase, etisalat by e&’s business centre showcase is in collaboration with Huawei, where e& is demonstrating the future of retail using a 3D retail experience in an innovative way,” he said.

Setting sights on Mars

To a question, he said e& universe is going to revolutionise customer experience and empower users with opportunities to traverse both the virtual and physical worlds.

“With the launch of e& universe, hosted virtually on Mars, specifically in Arcadia Planitia, we are taking our first steps into the metaverse. Scientific research indicates that Arcadia Planitia is a location most suitable for future life on Mars. According to NASA, it is one of the few regions where abundant shallow ice is present at relatively low latitude,” he said.

He said the launch of e& universe is in partnership with HTC, the leading manufacturer or virtual reality and mobile devices. Visitors can virtually visit e&’s stand at Gitex Global 2022 and for the very first time in the history of Gitex, can view technology showcases.

“The next phase of this project is set to enthrall users with the opportunity to purchase digital assets, watch virtual concerts and sporting events, purchase non-fungible tokens (NFTs), and many other digital experiences that are set be the first in the country and the region.

“Our other showcase at Gitex Global is Metaverse Service, a metaverse platform designed to maximise user experience through diverse virtual spaces and avatars,” he said.

He said the Metaverse Service was a result of the collaboration with SK Telecom, to enhance user experiences through multiple virtual spaces and unique avatars in addition to exploring opportunities for social networking in the metaverse. This platform provides the opportunity to visit the exclusive exhibition of e& NFTs alongside special artworks by international artists, and listen to famous K-pop music, poems, and various entertainment shows available in the world of metaphysics through virtual and augmented reality technologies available on the platform.

e&’s business centre

“Our third showcase at Gitex Global is etisalat by e&’s business centre showcase where we are demonstrating the future of retail using metaverse technologies,” Dowidar said, and adding that this is an advanced metaverse showcase presented by etisalat by e& in collaboration with Huawei, providing a digital 3D retail experience of the company’s business center in an innovative way.

“Visitors can experience a real-life customer journey by using VR devices. They can also access the services and products offered by tracking the hands movement or through voice commands. This indicates how the benefits of the metaverse in taking customer experiences to a whole new level, where customers can connect and use digital services in real time and through the use of high-speed 5G network with very low latency,” he said.

“I envision that the metaverse will offer a transcending experience to users and businesses. The vision is based on our firm belief in capitalising on the opportunities that next-generation technologies offer to empower a brighter, digital future for all,” he said.

Metaverse potential

Harnessing the true potential of the metaverse will certainly become the pivot that accelerates our progress to the next frontier of the digital realm.

“It is a world we are still exploring, and there’s so much untapped potential, since the metaverse has already shown demonstrated multiple possibilities to transform the world of technology,” he said.

“What makes the journey into the metaverse exciting is the use of next-generation technologies such as Web 3.0, VR, AR, ubiquitous 5G high-speed internet, blockchain, crypto, NFTs, and others, backed by the remote working or hybrid working models that the world has adopted these past few years.

“Apart from immersive experiences for individuals, there are multiple opportunities for entrepreneurs and technology companies to capitalise on as they enter the metaverse. Gartner predicts that by 2026, 25 per cent of people will spend at least one hour a day in the metaverse for work, shopping, studying, and socializing,” he said.

“When it comes to experiences, games, concerts and other entertainment activities can offer additional revenue opportunities for talent. As for streaming entertainment, users could have a new medium for consuming entertainment when content aggregators start to create content meant for the metaverse,” he said.

Opportunities in travel, tech

Dowidar said travel opens up several possibilities as it is in this realm that the metaverse goes beyond the physical and temporal boundaries and users can embark on a virtual trip to destinations they would like to visit in person at a later date. Moreover, online shopping experiences in retail could become much more realistic with the metaverse-ready body suits and innovative user interface devices, from the comfort of one’s home.

TechRepublic, an online trade publication for IT professionals, has reported that 91 per cent of organisations are planning to use metaverse technologies over the next few years, where 60 per cent use VR/AR for production optimisation, 53 per cent use metaverse technologies for enhancing customer care and 26 per cent for corporate training.

“We believe that the future is about unlocking creativity, exploring immersive experiences and storytelling, as well as building a new world. The partnerships we are making in the metaverse also give us a platform to enable our audiences to interact in unique ways. At the same time, the metaverse allows creators the freedom to set up environments where they can meet, unite and customise content for their specific viewers,” he said.

“Metaverse technologies will also be embraced beyond retail and travel in the areas of home, offices and in the communities,” he added.

According to the investment bank Citi, currently, the metaverse represents a potential $8 trillion to $13 trillion opportunities by 2030, that could boast as many as five billion users, including a mobile phone user base.

“Homes of the future could become a metaverse where families and friends from across the world can tune in digitally and physically to share great moments and occasions. Already, gamers are accessing the world of virtual gaming through headsets and other such simulators. In the future, game consoles could be moved to the cloud to render impactful graphics in real time,” Dowidar said.

He said meeting rooms on the office premises rooms could evolve into ‘immersive’ rooms, while cubicles in the physical realm could be linked via AR portals to create multi-purpose spaces, whether it is for supporting hybrid working models or engineering projects such as digital twins.

“Extended technologies (XR) will be used at hospitals and caregiving clinics to improve the patient’s quality of life through immersive experiences. With the use of either avatars or teleoperated equipment, caregivers can continue to work remotely and interact with their patients, ultimately improving patient care,” he said.

Academic institutions could see a more immersive and cost-effective way to hold practical training sessions and classes where virtual equipment is used, he said.

• Cybersecurity, privacy and trust: Individuals and enterprises remain concerned about their digital footprint and data integrity. As data custodians, telcos are seen as a trusted partner by customers in keeping their private data safe. And so, telcos could consider leveraging their current customer relationships and position themselves as ‘identity management experts.’