3 Questions for Frank Piller about the Industrial Metaverse and its current and potential uses and implications
Prof. Dr. Frank Piller, Head of Chair of the Institute for Technology & Innovation Management RWTH Aachen University
Munich, 14 June 2023
1. With the Industrial Metaverse comes many promises. What use cases and scenarios do you see for the Industrial Metaverse in different industries and how could they change the way companies in these industries operate?
The “industrial metaverse” refers to a virtual universe that connects the physical and digital worlds and in which people, machines, information and services can move and interact in real time. There are many ideas for use cases – although I am sure that, as always, the “killer application” will only emerge during the utilisation phase itself.
For some examples outside the factory, see the next question:
Building design and infrastructure industries:
In the construction industry (or even the smart city of the future), the metaverse could be used for virtual tours and simulations. This could help to identify and correct errors in planning before actual construction begins. In addition, virtual tours could give customers a better impression of finished projects – and we could finally stop talking past each other.
Retail:
In retail, the metaverse could be used to improve the shopping experience. Customers could try out products in a virtual environment before they buy them. This could help to improve customer satisfaction and reduce the return rate. However, this example can also show that the metaverse is not purely VR. Augmented reality can also be used to digitally enhance city centers. How about a graffiti filter that either hides graffiti or – depending on the user’s wishes – transforms a boring German pedestrian zone into a street art paradise.
Recruitment:
A completely different use case that I am currently observing at RWTH is recruitment events and job fairs in the metaverse (or at least VR or 3D environments). In the battle for the best graduates, more and more companies are using this format, not only to differentiate themselves from the competition, but also because it offers completely different options for presenting themselves and getting in touch with students in a low-threshold but very interactive and personal way – and at a much lower cost than an on-site event. And that continues: a few weeks ago, I was able to visit the first works council office of IG Metall in the Metaverse – which, by the way, is taking a very constructive approach to the topic and is already proactively engaging with the work in the Metaverse.
Training:
I have taught at least 300 hours completely in VR in the last three years – I now teach many of my executive courses completely in VR. It works well, even at C-level (a course is usually 5 days of 5 hours each). Big advantage: much better interaction and breakouts than in Teams or Zoom, and above all: “there is no second screen” – participants often tell us that the VR training was like a spa stay because you had to focus on one thing for once.
2. What are the potential impacts of the industrial metaverse on traditional manufacturing processes and supply chain management?
In the manufacturing industry, the metaverse can be used for virtual simulations and modelling and extend digital twins. This can help improve the efficiency and precision of production processes by running different scenarios through all actors — allowing much more iterative trial and error processes before planning is implemented in physical reality. A new factory can initially be operated in the Metaverse for a few months – with all employees in a high-resolution VR environment, in which the first improvement processes in the virtual factory may then take place before it goes “live” – but then immediately higher starting capacity.
At the same time, employees will gain realistic and practical experience in a virtual environment and thus be trained “on the job”. The Metaverse can also serve as a platform for training. It enables realistic simulations of work environments and processes, which can lead to improved safety and efficiency in the workplace.
In the area of supply chain management, I primarily see opportunities to use the Metaverse to visualise the entire supply chain and monitor it in real time (even if this is a use case where one can discuss where the Metaverse begins or ends). This allows for more accurate prediction and control of supply chain events, which can result in lower costs and less waste. What’s most exciting here is the possibility of using the Metaverse as a platform for collaboration between teams, departments and even different companies. This can lead to better and faster decisions and also increase the resilience of supply chains in the event of disruptions or crises.
3. What technical requirements and infrastructure are required to successfully implement the Industrial Metaverse and what obstacles may need to be overcome to achieve widespread acceptance and application in German industry in the near future?
The use cases mentioned could fundamentally change the way companies in these industries work by making processes more efficient and accurate, improving customer satisfaction and creating new opportunities for remote work and interaction. However, it is important to note that implementing the Metaverse also presents challenges, such as data security and privacy issues, the need for a reliable mobile internet connection (in Germany), occupational safety issues and ergonomics of hybrid work in the Metaverse, and many questions about human-friendly technology design, which then also increases the acceptance of the new technologies.
It is always important to know that technically, especially in terms of UI/UX, we are still at the same level as the first Nokia cell phones with mobile Internet – the iPhone equivalent for user interaction with the Metaverse is still missing. At least the older readers who still remember the first mobile web applications could have imagined back then (2002) which applications and business models were made possible by the mobile Internet – Amazon, Uber, Apple, DHL, Google – all companies, which would not exist in its current form without mobile internet. It is therefore wrong to draw conclusions about future interaction interfaces from today’s clunky VR glasses. A lot will still happen here, and only then will there be a broad adaptation of the Industrial Metaverse.