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Metaverse: TCS engages Tata group companies

TCS’ Avapresence solution platform built on solutions like cloud, blockchain, Artificial Intelligence and Internet of Things is the key metaverse offering. It uses core XR (extended reality) elements that together enable the creation and functioning of different Avapresence components

To deploy metaverse solutions, India’s largest software services firm by revenue, Tata Consultancy Services (TCS) is engaging with Tata group companies like Tanishq, Tata Motors and Croma, a senior executive said.

Tanishq, the jewellery arm of Tata group has recently launched its new collection in the metaverse where guests could try to be-spoke on pieces virtually. For the Tamil Nadu government, the company is also working on a solution to launch a museum metaverse, said Ashok Maharaj, Head TCS XR Lab.

“We are engaged with different companies of the Tata group, including Tata Motors, Tata Steel, Tanishq and Croma on immersive solutions and digital twins. We expect to see significant traction on metaverse-related solutions and technologies in the coming months,” Maharaj said.

To build a mobility ecosystem incorporating the metaverse, last month, Jaguar Land Rover, a subsidiary of Tata Motors, announced the launch of its open innovation platform.

Other Tata brands like Tata Tea have also been tapping the metaverse for product launches.

“We have been seeing RFPs (requests for proposal) and clients asking us specifically on how they can implement some of these immersive technologies for training as well as sales and marketing. We are also looking for solutions for the film industry to see if we can actually support them in many of the launches of some of the musicals in the metaverse,” Maharaj said.

In the metaverse and related areas, the company is also partnering with a number of Big Tech companies in facilitating both hardware and software solutions.

TCS’ Avapresence solution platform built on solutions like cloud, blockchain, Artificial Intelligence and Internet of Things is the key metaverse offering. It uses core XR (extended reality) elements that together enable the creation and functioning of different Avapresence components.

The metaverse could provide market opportunities of up to $800 billion by 2024, according to Bloomberg Intelligence.

Apart from TCS, Indian players like Infosys, HCL Technologies, Wipro, Tech Mahindra, Persistent Systems and Mphasis, among others, have also big plans in this area with most of these companies having established co-innovation platforms specifically for metaverse use cases.

Covering over 100 use cases in this space, Infosys also recently launched Infosys Foundry and it has deployed solutions for clients like Tennis Australia, French Tennis Federation (Roland-Garros) and Komatsu that revolve around virtual shopping and mixed reality experiences.

TCS acquired W12 Studios, a leading digital design studio based in London in 2018.

W12 Studios is now part of TCS Interactive that is leading the initiatives in this space.

As part of its metaverse proofs of concept, TCS is also building a Non-fungible Token (NFT) marketplace for a major media company in the United States, a retail mall in metaverse for fashion retail, a candy metaverse for the CPG vertical and virtual branches for a leading bank in the UK.

The company also sees huge opportunities in marketing and sales use cases in the metaverse beyond use cases in banking, financial services, insurance, retail, communication, education and manufacturing and is increasingly hiring non-engineering talent to address this demand.

“We are consciously looking for journalists, poets, theatre professionals among others to join our teams who are very good with spatial sound, because fundamentally, the UX and UI and user experience and user interfaces are going to kind of implode once the 3D environment is created,” Maharaj added.

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