After reading the article from Erling Løken Andersen, it seems natural to follow upwith some relevant comments.The fact that web 3.0, which defines new standards, is easily referred to as"the home of Metaverse and VR Glasses" is nothing new. Facebook'slaunch of its own Metaverse has helped with precisely this angle. Many alsoagree with Andersen that Meta probably goes too far on the field with somethingthat is far from full-fledged today. But my support on the content stops there.

- Kampanje.com (2022): Zuckerbergs big vision is a gigantic flop

Klein Groupchoose to focus on the uniqueness of web 3.0 and have therefore definedourselves as a tech 3.0 company. Precisely that WEB 3.0 does not require permission,which in turn means that no centralized authority creates obstacles to yourfreedom, which is why, among other things, so many DeFi (decentralized finance)applications are emerging to provide financial freedom to everyone. There arefew differences between web 2.0 and the latest web 3.0 technology, butdecentralization is key. In the future, most web 3.0 developers will be focusedon building smart applications based on machine learning and AI technology.

As highlighted, it is not only the "start-upenvironments" that take responsibility for the development of products andservices that make us go in this direction. The large technology companies arealso naturally very aggressive in trying to take part in this development. Themost obvious we've seen in the last year is Microsoft's initiative to buyActivision for no less than $69 billion, Apple's plans to enter the virtualheadset market along with the mentioned Meta's ten billion dollar investment sofar in their virtual worlds at the same time as they changed their name fromFacebook to Meta. These are long-term investments.

We strongly believe in a web 3.0 revolution and the factthat Meta chooses to focus long-term on a virtual world is not the path towardsthe cliff in our world, but on the other hand there are completely differentchallenges facing the giants. The key word is democratization.

In a future where a democratized and decentralized internettakes over from today's centralized internet, platforms that are leading today,which are essentially built on consumers creating content that is interestingto others at all times, will face challenges. The main reason is that therewill be a more aware generation with clear expectations that you will getsomething in return for your activity and value creation online. This meansthat today's players will face major challenges with their established businessmodel. Those who will be successful in the future must therefore have abusiness model where giving up part of the value creation to the consumeris central.

One can perhaps ask questions about how the companies will thenensure solid income when they have to pass on the value creation to the users.There will be many opportunities for new players here. This could includetaking a role as a tech 3.0 supplier, platform developer, developing tools forservices and acting as a competence partner to these actors. The potential forincome for companies is at least as great in web 3.0 as in web 2.0.

Democratization is thus the key and how this isimplemented will be decisive for who succeeds in the upcoming web 3.0 revolution.

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