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ICT Spring: Beyond Frontiers - PART 2

Still on the “Beyond Frontiers” theme, the main objective was to explore how new technologies challenge frontiers between the real and virtual worlds. Personalities such as Marc Carrel-Billiard, Laurent Garrouste & Valentin Richardot, John Acunto, or Jean Rognetta honored the stage of their presence, covering the latest tech trends - from AI to Metaverse, and also marketing and gaming cues. Center Stage Founder Guy Benzeno served as Master of Ceremonies. 

Disrupting communication levers 

When it comes to brand awareness and visibility, the range of possibilities is (almost) endless. But have you considered associating your marketing strategy with gaming? As “gaming is mainstream”, both J’ai Un Pote Dans La Com’ CEOs Laurent Garrouste & Valentin Richardot highlighted, it appears highly strategic to incorporate it into a business advertisement strategy. The gaming community is as valuable as the others when it comes to gaining visibility, generating measurable data, and raising interest towards a brand. Further, blending a brand within a game “is not intrusive”, as it helps complete the game experience in making it close to reality.


Besides, the Metaverse can help brands “offer a better customer experience”, Infinite Reality CEO John Acunto said. In fact, this can enable them to give their clients the opportunity to enjoy their products virtually and differently (such as choosing options not always available in real life), while preserving real-life inputs (such as talking with a - real - brand representative). This way, clients can create their own experiences. As Accenture Global Senior Managing Director Marc Carrel-Billiard commented, “we are moving forward to the Internet of Place, which joins Internet of People or Internet of Things”. Thus, Metaverse is not only about virtual reality: it goes beyond as it can mix both virtual and real experiences. 


Journalist Jean Rognetta served as mediator during a roundtable discussion gathering seasoned experts. Rognetta talked about the coming wave of content automation made possible with new technologies, notably AI. Besides, Veda Platforms Founder Mila Bessmann stated that there is a “high potential for people to communicate in the Metaverse”; and Rognetta added that the Metaverse establishes itself as the future of social media, entertainment and content, among other fields. This shows how digital is “fully part of our lives”, as Stellar CEO Damien Garot said,  and tech can contribute to current and upcoming challenges related to the environment, agriculture, or else. In parallel, Metaverse can also be applied in our daily lives as “it was built as a gaming experience” Quarantia Capital Advisory Founder & Managing Partner David Moscato claimed. In fact, Metaverse could be a considerable asset in for instance education or job training. 



How can digital optimize education and work?

During the roundtable moderated by Workshop4Me Founder & President Madhumalti Sharma, guest speakers highlighted the importance of educating everyone to become digital ready. Considering that digital is already fully part of our daily lives, it seems essential to “increase the awareness on the use of digital”, CEO & Co-founder of Marshmallow Games Cristina Angelillo commented, and include it in education programs. Further, AZTEQ CEO Emmanuel Moyrand and Digital Learning Hub Deputy directory at the Service de la Formation professionnelle Serge Linckels claimed that the Metaverse does play a role in education, in the sense that it can help teachers go further in their teaching. On the professional side, Moyrand highlighted the importance to “help companies have their employees educated about the Metaverse, understand it and be able to create a Metaverse”, as it can be complementary to the real world.



Further, the on-going digital transition demonstrates that humans shall redefine their general approach to work. The Covid-19 pandemic has also participated in altering working habits. Consequently, it is clear that, now, workers seek more flexibility in their work routine. Hence, businesses have to shift towards a hybrid approach to meet their employees’ requirements. According to Google Workspace Evangelist Michael Brenzel, there are four main pillars in this approach: 

  • Productivity, which means that businesses have to ensure anyone can work from wherever they are 

  • Connectedness, which means that teams have achieved trust and can collaborate 

  • Well-being, which encompasses doing breaks, prioritizing mental health, or finding a good balance between professional and personal lives 

  • Flexibility, which is to ensure that everyone has time to achieve their tasks

Besides, businesses - regardless of their respective sector - should consider adopting a data-driven approach. Paul Wurth InClub General Manager Sébastien Wiertz indicated that tacking data is key to improving business processes. It is to note that there are different types/levels of data: descriptive, diagnostic, predictive, and prescriptive. Converted in information, these pieces of data represent essential knowledge for businesses to optimize and enhance their activities.



Above the work environment, digital innovation can also be applied within cities. Masdar City Free Zone Director Zoé Harries presented the concept of Masdar City, which represents a pioneer in terms of sustainability and a hub for research and development. This aims at creating greener and planet-friendly urban living. The city supports a rapidly growing clean-tech cluster, business free zone, and residential neighborhood. This shows that technology can be an ally when it comes to enhancing more sustainable ways of living.