Metaverse Marketing Lab launched

A laboratory sponsored by the School of Management to allow businesses to try the many possibilities of virtual worlds.

 

The Metaverse Marketing Lab has been created at the Politecnico di Milano, a School of Management initiative in partnership with UPA and UNA (the associations that represent advertisers and advertising agencies), with the aim of raising awareness of the Metaverse: a system of technologies which enables virtual, augmented and mixed reality experiences, allowing something of an expansion of the physical world into virtual and semi-virtual universes with their own rules for operating and communicating.

The goal is not only to demonstrate the state of the art, but to also chart the evolution of a market which is as dynamic as it is fluid, to promote good practice and analyse consumer behaviour in relation to experiences of immersive, virtual and augmented reality.

According to analysts, the market will be worth 800 billion dollars within two years, with a staggering potential for growth: some estimates speak of 13 trillion dollars by 2030, with 5 billion users.  At the moment, it is estimated that there are 350 million users, an increase of 900% over the last year, with an average age of 27 and split across 43 platforms.

Many large brands have decided to join the Metaverse and create an appealing presence for consumers who, thanks to increasingly sophisticated technologies, enjoy experiences at the edge of reality, trying and purchasing products through their avatars.

The goal is to understand whether and how this ‘Metaverse rush’ represents a trend or a wave.  To achieve this, in addition to studying the brands’ initiatives on a national level and comparing them with global experiences, the Lab will focus on the user perspective, analysing their behaviour and objectively measuring their emotional engagement, commented Lucio Lamberti, Full Professor of Omnichannel Marketing Management and Scientific Coordinator of the Metaverse Marketing Lab.

During the opening event, a demo created in collaboration with the Salotto di Milano and the technology of SimCoVR enabled the attendees to use a virtual reality headset to enjoy the extremely realistic experience of being on the deck of a cruise ship at sea, recreating shopping experiences.

Web 3.0 will bring many new possibilities: from product placement in virtual environments to direct management of spaces by brands, from the offer of immersive experiences to purchases in augmented reality, to a total revolution of supply models (dynamic digital art, digital furniture and decoration, virtual tourism).

The challenge is twofold: on one hand, maintaining a high level of engagement through exciting immersive initiatives; on the other, integrating the multiverse offering in omnichannel strategies until it becomes a genuine marketing and sales channel by reimagining the shopping experience, explained Manuela Balli, Director of the Metaverse Marketing Lab.

 

Young people and research: increasingly international with the European Talent Academy

Interview with Arianna Seghezzi, Assistant Professor

 

Arianna, you have just returned from an international networking experience organized by the European Talent Academy, can you tell us something about the programme and how you got involved?

Of course! The European Talent Academy is an initiative created from a partnership between Imperial College and TUM (Technical University of Munich), which, starting from the 2021-2022 academic year, also involved the Politecnico di Milano. The main objective is to educate and create networking opportunities for young researchers from the three universities, united by a strong technological vocation and proximity to the world of industry, to stimulate collaboration between the parties. My involvement happened at the invitation of “Talent Development”, a Politecnico di Milano programme dedicated to supporting the career of some researchers at our university, which I joined with pleasure last year.

 

An event was organized in Brussels, with the theme “Artificial Intelligence as a key enabling technology to empower society: A European approach on excellence and trust to boost research”. Can you tell us how it went?

The Brussels event took the form of a two-day workshop, during which I had the opportunity, together with my colleagues, to participate in speeches and seminars of various kinds. In particular, I would recognise two main types of events, which accompanied the many opportunities for networking with researchers from other universities: meetings with representatives of the European Commission and seminars held on various topics by researchers and experts.

On the one hand, we had the opportunity to meet and discuss with two representatives of the European Commission: MEP Patrizia Toia, Vice-President of the Committee on Industry, Research and Energy (ITRE), and with Evangelia Markidou, Officer of the Robotics and Artificial Intelligence Innovation and Excellence unit of the European Commission. With them we discussed our work themes and the role that the European Commission has in promoting and supporting research in these areas.

Afterwards, we participated in educational and information seminars, held by experts operating in different domains, all in some way related to the theme of international research projects in the Artificial Intelligence sector. Some seminars were more “vertical” (aimed at investigating aspects related to artificial intelligence and digital innovation), others more “horizontal” (focused on the correct setting of requests for participation in calls for European projects, regardless of specific themes)

 

What was the spirit of this networking initiative for “promising young researchers”?

I would say that the keywords with which I would describe the spirit of this initiative are two.

First is internationalization. We had the opportunity to meet and interact with colleagues who work in two non-Italian universities, creating fertile ground for potential future collaborations with international researchers.

Second is multidisciplinarity. Despite the common thread of Artificial Intelligence, the research areas of the participants were very different from each other, relating to the potential areas of application. From biomedical researchers to experts in legal and privacy issues, the basic idea was to try to pool different backgrounds, experiences and settings.

I believe that working together by breaking down geographical and thematic barriers is fundamental in many contexts and that it is particularly so in the world of research. This opportunity allowed me to experience these elements first hand, to meet researchers from Imperial College and TUM, who belong to different research fields, interested in topics similar to those on which I work, and I hope that this will lay the foundations for a profitable, effective (and “promising”!) path towards the creation of an increasingly international and multidisciplinary research network.

A project on circular transition funded by T.I.M.E. Association

Two research projects of the Politecnico di Milano have won a grant of 10,000 euros each as T.I.M.E. projects, one of which is coordinated by the Department of Management Economic and Industrial Engineering of the School of Management with Dr. Alessandra Neri as principal investigator.

“The role of digitalization in supporting the industrial circular transition” is the project that aims at investigating the relationship between the adoption of digital technologies and the implementation of circular economy practices within the industrial sector. The goal is to understand the supporting role offered by the digital technologies, passing from the enhancement and generation of dynamic capabilities. This would be done by conducting an international survey, providing empirical-based insights.

KTH Royal Institute of Technology (Sweden) and Universidad Politecnica de Madrid (Spain) are partners of the project and members of the T.I.M.E. Association. The University of the West of England (UK) and Aston University (UK) take part in the project as external members.

The T.I.M.E. Association (Top International Managers in Engineering), founded in 1989, is a network of leading technical universities and engineering schools in Europe and all over the world, with a strong international dimension in teaching, research and industrial relations. The association currently consists of 57 members in 25 countries, and the Politecnico di Milano is a member of the Advisory Committee.

Besides double degree activities, T.I.M.E. promotes a series of other initiatives, including the T.I.M.E. projects, through which the association co-finances new or existing initiatives between member universities, in which T.I.M.E. can represent an added value.

For more information:
https://www.polimi.it/en/articles/two-polimi-projects-funded-by-time-association/

 

 

The Department of Management, Economics and Industrial Engineering in a new guise

After 9 months of renovations, the building in via Lambruschini in Milan is now ready to welcome again the community of the School of Management with completely renovated spaces.
The cutting of the ribbon, together with the Department Director prof. Alessandro Perego, was attended by Prof. Donatella Sciuto, Vice Rector and prof. Emilio Faroldi, Deputy Rector of Politecnico di Milano.

 

The new spaces of the Department of Management, Economics and Industrial Engineering located in the Bovisa Campus of the Politecnico di Milano were inaugurated a few days ago.

Designed on the basis of innovative usage concepts, the new environments are characterized by better lighting, energy saving systems and a biophilic approach. In particular, they have been designed to stimulate exchange and sharing thanks to a greater availability of common areas with different functions and a highly integrated technological service.

The project aimed at both individual well-being and at favoring the encounter allowing great flexibility of use.

The Department moved to the Bovisa Campus in 2009, when the university made available some new buildings following the renovation of the gasometers area. The historic campus of Piazza Leonardo da Vinci was in fact in need of new spaces due to the increase in the number of students, as well as teaching and administrative staff and the project allowed the relocation of some Departments from Città Studi to the North part of the city.

After more than 10 years in Bovisa, the Department decided to renovate not only due to the increase in the number of researchers, but also to adapt to new working habits that in recent years have become more digital, flexible and collaborative.

The Bovisa area was rebuilt following an international competition launched in 1998 by the Politecnico di Milano in collaboration with local authorities (Municipality of Milan and Regione Lombardia).
And now time has come to complete that project started out of a vision of 30 years ago, with the creation of a university citadel whose construction should start by the end of 2022: forty thousand square meters that will become green, the two gasometers transformed into an innovation center hosting companies and two hundred start-ups, and in a four-storey wellness and sports center open to the whole city.

 

Photo gallery of the inauguration event

Credit: Matteo Bergamini, © Lab Immagine Design POLIMI
Dipartimento di DESIGN, Politecnico di Milano
labimmagine-design@polimi.it

The new spaces

WeAre 4 Children: digital technologies for sport and youth wellbeing

The Politecnico di Milano E⁴SPORT Laboratory has designed a T-shirt fitted with sensors – “smart garment” – to collect data on the wellbeing of children aged 11 to 12 during sport activities.

 

Physical activity during childhood is of the utmost importance because it builds muscle strength, develops bone structure, improves blood circulation, strengthens the immune system and teaches children how to share and socialise with their peers. However, the recent pandemic has led many children to give up doing physical activity to embrace more sedentary lifestyles.

Amateur sport clubs have always been important actors in helping children grow through sport, supporting them in the creation of a mind-body equilibrium.
Today, this task can also be carried out with the use of new tools: thanks to digital technologies, this objective can be achieved using methods that were inconceivable in the past. In particular, technologies related to the Internet of Things (IoT) – such as smart garments, smart watches, smart bracelets, movement and posture sensors, etc. – once only available to the most prestigious sport clubs, could also be adopted by amateur sport clubs to gather relevant data “from the field” related to the quality of training, sporting performance, and the physical and mental wellbeing of children.

In this context, the Politecnico di Milano Department of Management, Economics and Industrial Engineering and Department of Design, in collaboration with the U.S. Bosto Sport Centre in Varese, have developed an innovative project to understand how digital technologies can contribute to the wellbeing of young footballers, and improve their sporting performance.
The “WeAre 4 Children” research project has been approved by Politecnico di Milano Ethics Committee and will involve 20 young footballers from U.S. Bosto who, during their weekly training sessions in Capolago and friendly matches, will wear a sensor-fitted T-shirt capable of collecting data on their sporting performance and physical wellbeing. The monitoring will take place through biometric sensors installed in the T-shirts themselves, including accelerometers, heart-rate monitors and specific motion capture sensors that can detect real-time information on parameters such as cardiac activity, posture, breathing, energy consumption and mood.

Politecnico di Milano and U.S. Bosto have engaged with partners in the Varese area. In particular, TK Soluzioni (an ICT company from Saronno) will provide support in creating the platform that will be used to integrate the data collected, Alfredo Grassi (a textiles company from Lonate Pozzolo) will offer its expertise for the design and production of the T-shirt, and the Centro Polispecialistico Beccaria health centre’s Sports Medicine Unit in Varese will monitor the physical and postural data.

The project is conceived as a feasibility study, aimed at establishing whether the digital solution developed ad hoc is appreciated by young footballers, their families and their trainers, and whether the data collected are reliable and the system works correctly in different scenarios of usability (training, matches, etc.).

The Department of Management, Economics and Industrial Engineering research group, headed by Professor Emanuele Lettieri and Dr Andrea Di Francesco, Engineer, project manager and researcher at Politecnico di Milano “E4Sport” interdepartmental Laboratory, will assess the impact that the project could have on U.S. Bosto’s extended community, as well as its economic-financial sustainability, with contributions from all of the project’s partners.
The ambition is to be able to extend the tested solution to other amateur sport clubs, including other sports in addition to football.

 

 

For further information: https://www.e4sport.polimi.it/weare4children/

BUDD-e: a project to support citizens with visual impairments

The Budd-e research project is a programme committed to improving the quality of life of visually impaired citizens to help to build a more equal and inclusive society by taking advantage of technological innovations.

 

The SARS-COV2 pandemic has significantly impacted everyone’s life, changing our habits and how we interact with others and our immediate environment. Among those most affected are people with visual impairments, who are considered to be at greater risk of contagion due to their need for tactile contact with people and spaces to be able to move and orientate themselves more easily.
Therefore, without touch, these people have seen their autonomy and quality of life become increasingly limited.

Isolation was even more severe for those with severe degrees of visual impairment. There are around 2 million such people in Italy, while at the global level they represent around 4% of the population. It is a significant “slice” of society for which technology could play a significant role in improving quality of life.

How can technological innovation be exploited to ensure independent and safe access to various spaces such as shopping centres, museums, hospitals or even athletics tracks?

Improving the quality of life of citizens with visual impairments through the opportunity to enjoy these and other spaces independently and safely is the ambitious objective of the multidisciplinary “BUDD-e” (Blind-assistive Autonomous Drive Device) research project, which was among the winners of the Polisocial Award (2021 Edition) – the Politecnico di Milano’s social responsibility programme financed with “5×1000” funds.

BUDD-e is an innovative person-robot system that incorporates a self-driving robot and was conceived based on the specific needs of blind or partially sighted people and the design of spaces made accessible thanks to the functionalities of the robot. BUDD-e will contribute to building a more equal and inclusive civil society.
BUDD-e will be capable of guiding and supporting blind or partially sighted people during their day-to-day activities – including the possibility of transporting goods – while maintaining the required speed and/or trajectory, by transmitting relevant information on the available routes via audible signals, thus avoiding collisions.

The research project – which will last 15 months and is coordinated by Prof. Marcello Farina from the Department of Electronics, Information and Bioengineering and Prof. Emanuele Lettieri from the Department of Management, Economics, and Industrial Engineering – is characterised by the integration of several distinct areas of expertise within the Politecnico di Milano, ranging from engineering to management economics, from architecture to service design.

The research group may rely on the involvement of partners such as the UICI (Italian Union of the Blind and Partially Sighted), the ASST Niguarda Hospital regional healthcare agency, the non-profit organisations ICM (Milan Institute for the Blind Foundation), DISABILINCORSA, Tactile Vision and GSD Non Vedenti Milano (NVM) amateur sports group, as well as ASP Golgi Redaelli, YAPE S.r.l. and POLIMISPORT.
Lastly, the project will be conducted under the clinical and medical supervision of Dr Luigi Piccinini from the Scientific Institute for Research, Hospitalization and Health Care (IRCCS) Medea.

The team of researchers from the Department of Management, Economics, and Industrial Engineering, headed by Prof. Emanuele Lettieri and Mr. Andrea Di Francesco will be committed to assessing the social impact generated by the BUDD-e project through the development of a specific methodology that allows the relevant details to be understood.

 

For further information you might refer to the website of the project BUDDE-e and to the website of the Interdepartmental Laboratory “Engineering for Sport” (E4Sport).

Venture capital in the time of Covid: half of the world’s investment funds have changed strategy – but only 38.5% in Italy

The Bureau of Entrepreneurial Finance (BEF), a permanent centre established at the initiative of the Politecnico di Milano’s School of Management and the Politecnico di Torino, in order to connect the most recognised scholars and players in the field of venture capital in Europe.

 

More than 500 responses to the survey, received mainly from European and North American operators in the second half of 2021, suggest that the current trend is to invest at later stages in the lifecycle of start-ups in order to reduce the level of risk and to favour sectors like healthcare, energy and pharmaceuticals, driven by the pandemic.

Milan, 9 May 2022 – Venture capital in the time of Covid-19. As the pandemic significantly impacted many aspects of the global economy, forcing businesses to redesign their internal processes in order to stay in the market, it also drove venture capitalists to adapt their own investment practices to the changing scenario. Examples of this include investing at later stages in the lifecycle of start-ups or favouring sectors like healthcare, energy and the environment, pharmaceuticals and financial services, while turning away from digital services and commercial distribution.

These are some of the findings highlighted in the Report on Venture Capital and Covid-19 which was presented this morning at the Politecnico di Milano during the launch of the Bureau of Entrepreneurial Finance (BEF), a permanence centre established at the initiative of the Politecnico di Milano’s School of Management and the Politecnico di Torino – co-founded by professors Massimo Colombo, Annalisa Croce, Elisa Ughetto and Vincenzo Butticè – with the aim of providing networking and discussion opportunities for the most recognised scholars and players in the field of venture capital in Europe.

The survey was conducted in the second half of 2021, at the height of the post-Covid economic recovery but while price increases linked to raw materials and energy were already being seen, and responses were received from more than 500 funds, with excellent coverage of European funds (which increased their investments by 2%) and North American funds (which reduced their investments by 1%).

Globally, half of all funds (52%) stated that they had changed their investment strategy after Covid, even if only moderately. This percentage was much lower for European funds (57% of which did not change anything) and lower still (61.5%) for Italian funds, probably due to the fact that they tend to have higher rates of cross-border investment (90.2% of those making cross-border investments – 83.5% in Italy – did not reduce them in favour of domestic investment).

Another interesting aspect is the reduction in the number of seed stage investments, and more generally investments in the initial stages of the lifecycle of start-ups, favouring later stages of development (ranging from +1.2% for early- and late-stage investments to +4.4% in the mid-stage investments), with the trend being more evident among smaller funds.

“Uncertainty has increase everywhere and investors therefore prefer to shift the focus of their investment towards more mature businesses with more moderate risk profiles”, explains Elisa Ughetto from the Politecnico di Torino’s Department of Management, Economics and Industrial Engineering, one of the curators of the study and co-director of the BEF together with Annalisa Croce from the Politecnico di Milano’s Department of Management, Economics and Industrial Engineering. “Moreover, also in response to the sudden changes occurring in recent years, investors are relying less on their instincts (gut feeling) than in the past, and are basing their decisions more on objective aspects such as favourable economic environments, business models and any public incentives”. “Investment strategies have also changed”, adds Annalisa Croce. “Business sectors that performed well during the pandemic, such as healthcare and pharmaceuticals, are now being favoured, while sectors which traditionally receive high levels of investment from venture capital funds, such as ICT, are in decline”.

The sectors which have seen increased investment are healthcare (+2.4%), energy and the environment, pharmaceuticals and financial services (all +1%), training and semiconductors (+0.6%), while digital services (-1.4%), including those linked to the internet and mobile devices (-1%), and commercial distribution (-1.6%) are in decline.

Funds have also lowered their expectations for expected returns (IRR) and have become stricter in their assessment of start-ups in terms of the required multiple. In essence, they are taking on a lower risk for lower expected returns (-1.3% on average): although the largest band fell by two percentage points, it retains a target IRR of between 20% and 29%, while some investors – the number of which has also risen very slightly – still expect earnings of between 40% and 50%. Even the valuation of start-ups already in portfolios has been subject to remodulation: in 40% of cases it has fallen (significantly in 9% of cases) since, in the changed scenario, a reduction in value is expected when the funds exit their position.

One last curious detail is the fact that post-investment interaction between venture capitalists and entrepreneurs, aimed at supporting the start-up’s growth, has increased by almost one third (+28.4%). While in the past they mainly talked between once and three times a month, weekly or even daily contact is now on the rise.

Green SUIte – the sustainability project involving more than 60 teams from 5 organisations – comes to an end

Agos, Enercom Group, Sparkasse, Tea Group and the School of Management of Politecnico di Milano, supported by the Startup Intelligence Observatory, have promoted virtuous sustainable behaviours inside and outside of the business world.

 

Green SUIte, the environmental conservation initiative with which employees from Agos, Enercom Group, Sparkasse, Tea Group and the School of Management of Politecnico di Milano have activated virtuous sustainable behaviours with support from Up2You, the innovative B Corp certified start-up that develops customised solutions to help businesses become carbon neutral, has come to a successful conclusion.

The project, born from an idea conceived by Agos and Up2You during one of the round table sessions at the eighth edition of the Startup Intelligence Observatory organised by the School of Management of Politecnico di Milano, has attracted more than 600 users who, in recent months, have committed to performing daily tasks aimed at raising awareness and effectively protecting the environment. Out of a total of more than 19 thousand missions, 96% were completed successfully, with participants performing an average of 32 actions each. The favourite topics were the reduction of food waste and plastic and energy consumption. Thanks to the wide uptake, around 40,000 kg of carbon dioxide have been saved, 100 new trees have been planted and 50,000 kg of carbon dioxide have been neutralised.

On 3 May, in the presence of representatives from the companies involved in the contest, the award ceremony was held at the Politecnico di Milano, with participation from around 60 employees in person at the event and another 100 connected remotely. In line with the initiative’s green vocation, all of the awards given to the winners were rewarding sustainability; from individual recognitions such as the Carbon Neutral year, capable of neutralising travel emissions and food consumption with certified projects aimed at preserving ecosystems, to team recognitions such as the zero-emissions videocalls with colleagues and customers and promocodes to incentivise forestation in Italy and throughout the world.

Green SUIte has thus further enhanced the already strong partnership between large Italian companies and start-ups, to the advantage of the entire Italian innovative ecosystem, and has fostered Open Innovation within the national economic fabric, demonstrating that collaboration brings concrete and widespread benefits.

 

Purpose Talks – Sustainability and Purpose, the key to meeting today’s challenges

The idea of a ‘higher purpose’ cannot disregard the issue of sustainability. Businesses today are called upon to innovate their way of competing, leveraging environmental and social sustainability, and governance.

What are the challenges that companies face regarding these three macro aspects of sustainability?

What might be the transformations that will necessarily impact on business thinking?

How is a “sustainable” strategy developed?

On Thursday, April 21st, take part in the third appointment of our Purpose Talks on this topic. Purpose Talks is the series of events featuring lecturers, consultants, business managers and coaches who will explain how companies and organisations are moving in practical terms towards a new business model inspired by a “higher purpose”, which sees people and society as fundamental elements in creating a successful business.

 

The Speakers

Francesco Ferrara, Assurance partner and ESG Leader – PwC in Italia

Josip Kotlar, Associate Professor of Strategy, Innovation and Family Business at MIP Politecnico di Milano

Antonella Moretto, Associate Dean for Open Programs at MIP Politecnico di Milano

 

The event is held in English

REGISTER HERE

Something Big is Changing. Us.

Something big is changing. Us.

Those of you who come to our campus have probably noticed this. Three words appear everywhere: Make, Connect, Ignite.

What are they? They are our new trajectory, the School we want to become.

Make, because we want to be a Business School where you can get your hands dirty, because it is by doing that you learn.
The Business School we want to be is a place to grow and to have the freedom to make mistakes. Because we learn from our mistakes. And only those who never do anything, never make mistakes.
The Business School that we want to be is a space that stimulates creativity and the ideation of practical solutions to the most important problems that companies and society are facing today.

Connect, because which place is more suitable than a School for exchanging ideas, debating, and feeling part of something big? The Business School that we want to be, in fact, is a place which we feel is ours, because it is made up of the authentic relationships that we build on every day.
The Business School we want to be is the one where we know that we are part of a whole, united in successes as well as challenges.
The Business School we want to be is one capable of creating connections, because it is from connections that innovation is born.

And finally, ignite, because a spark is enough to give birth to great ideas. It only takes a spark to make a difference. A spark is enough to build a better future for everyone.
Guided by our purpose, we want to be that spark.

Make, Connect, Ignite. Three words that arise from a profound path of change that starts from afar, from the reflection – which started at the beginning of 2020 – on what were the founding values of our School, what was our purpose.

Accompanied by The Mind at Work, we have come to understand who we want to be, where we want to go, and  ̶  above all  ̶  why we want to take this path. We have found in our purpose – we are committed to inspire and partner with innovators to shape a better future for all – a beacon that guides  our actions and which will continue to do so in the future.

This is only the first step. Are you ready to discover with us what comes next?