Facebook的元宇宙野心藏在这份2018年的报告里

华尔街见闻2021-11-01

最新披露的文件显示，Oculus高管Jason Rubin早在2018年就曾提出元宇宙计划，并将其转发给相关高管和董事会成员，这推动了Facebook随后的并购和转型。这个文件详细描述了Facebook开发虚拟现实市场的必要性，概述了构建虚拟世界的战略。第一张幻灯片中写道，“我们认为，打破消费者对VR的冷漠的正确方法是，提供他们所期望的媒介——元宇宙。” 这份三年之前的文件为Facebook的野心...

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李炳华
2021-11-01
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2021-11-01
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Labs硬件部门将在第四季度成为直接向公司汇报财务情况的部门。\n元宇宙概念的初稿\n这份在2018年发给Andreessen的论文现在看起来就是历史的初稿。它想象着用户漂浮在虚拟广告的数字世界中，满是人们购买的虚拟产品。在虚拟世界里会有人结婚，人类由此会尽可能花更少的时间在现实世界中。\nAndreessen是这篇论文重要的收件人之一，因为他从2008年以来一直在Facebook董事会任职，而且在这一特定领域具有影响力。Andreessen是Oculus的早期支持者，并且投资了Roblox，一个专注于构建自身元宇宙的年轻人游戏平台。\n2014年，Facebook以20亿美元收购了Oculus。据文件显示，截至2018年6月，该公司的VR耳机已累积每月25万名活跃玩家。但尽管为早期冷启动内容投入了数亿美元，这些设备还没有受到非核心玩家的欢迎，普通消费者正在等待虚拟现实“完全成熟”的那一天。\nRubin认为，市场完全成熟就是元宇宙成功的那一天，只有大规模的发行能够引起目前对VR还抱有怀疑态度的人的注意。\n开放合作共建元宇宙\nRubin现在是Metaverse的内容副总裁，当时他预测，Facebook可以在4年内单独完成该项目。Facebook可以有效地将谷歌、苹果、索尼、HTC和Valve等竞争对手排除在虚拟现实市场之外，索尼专注于Play Station 5，HTC对其潜在的硬件合作伙伴感到不满，谷歌和苹果在虚拟现实领域中还没有真正深入，且谷歌的Daydream平台上线一年后就关闭了。\n但是现在看来，4年时间过短，需要更多时间，且需要和业界、专家等保持合作。Rubin认为不要用其他平台积累和留住用户的方式来构建元宇宙，计划是让元宇宙具有互动性和开放性，而不是只限制一家公司参与。Facebook必须与更多公司合作，而不是拥有和控制整个元宇宙系统。\n收入主要来自沉浸式广告\n关于商业模式，元宇宙的收入将主要来自于广告，这也是Facebook最了解的市场。比如说可口可乐、宝洁、Gucci等品牌都可以在元宇宙里投放广告宣传自身品牌，由于元宇宙里有深度的沉浸感，Rubin预计1亿元宇宙用户可以带来比10亿用户的真实世界更多的收入。\n但要建成这种规模的沉浸世界和用户群体，Rubin建议Facebook需要有一个100多人团队的游戏工作室，来创建一个大型多人在线游戏。Facebook内部没有一个团队具备交付大型、技术挑战性强、令人敬畏的游戏产品的经验，因此建议收购外部公司。Rubin最终推荐了《孤独回声》的幕后工作室Ready at 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