Three years ago, the paper exposed the initial plan of FB metauniverse: it is expected to build and sell 100 million hardware within four years

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腾讯科技新闻2018年6月31日，oculus执行官Jason Rubin向Facebook董事会成员Marc Andreessen发送了一封主题为"metaverse"的电子邮件。

Tencent technology news on October 31, in June 2018, oculus executive Jason Rubin sent an email with the theme of "the metaverse" to Facebook board member Marc Andreessen.

在这份50页的文件中，鲁宾概述了Facebook构建元宇宙的战略。他在第一张幻灯片中写道："我们认为，打破消费者对虚拟现实（VR）漠不关心的正确方法是为他们提供他们期望和想要的东西，即元宇宙。"

In this 50 page document, Rubin outlined Facebook's strategy of building a metauniverse. He wrote in the first slide: "we believe that the correct way to break consumers' indifference to virtual reality (VR) is to provide them with what they expect and want, that is, the metauniverse."

在2021年10月28日拍摄的插图中，许多玩具角色出现在Facebook的新名称meta徽标前

In the illustration taken on October 28, 2021, many toy characters appear in front of Facebook's new name meta logo

三年前发表的这份文件奠定了Meta未来雄心壮志的基础。当地时间周四，Facebook首席执行官马克·扎克伯格（MarkZuckerberg）进行了一个小时的演示，最后宣布了新公司的名称。本演示旨在描绘一个与真实世界完全不同的虚拟世界。Facebook正面临一系列与其社交媒体产品的成瘾性相关的负面新闻。

This document sent three years ago laid the foundation for meta's future ambition. On Thursday local time, Facebook CEO Mark Zuckerberg gave a one hour demonstration and finally announced the name of the new company. This presentation aims to depict a virtual world completely different from the real world. Facebook is facing a steady stream of negative news related to the addictive nature of its social media products.

扎克伯格在演示中告诉观众，公司将元宇宙视为下一个人们生活、工作和娱乐的技术前沿。但他承认，元宇宙需要5到10年才能成为主流。就在几天前，该公司在其财务报告中宣布，从第四季度开始，其硬件部门reality labs将成为发布财务结果的独立部门。

Zuckerberg told the audience during the demonstration that the company regards the metauniverse as the next technological frontier where people will live, work and play. But he admits that the meta universe will take five to 10 years to become the mainstream. Just a few days ago, the company announced in its financial report that from the fourth quarter, its hardware department reality labs will become an independent department to release financial results.

鲁宾2018年发给安德森的文件现在看起来更像是历史的初稿。想象一下，用户漂浮在充满虚拟广告的数字世界中，许多虚拟商品由人们购买。他们将与虚拟人结婚，并尽可能少地花时间在所谓的"肉诗"上。"物质世界"指的是现实世界，因为人是血肉之躯。鲁宾用了12次"震惊和敬畏"来描述他想要的经历。

The document Rubin sent to Anderson in 2018 now looks more like the first draft of history. Imagine users floating in a digital world full of virtual advertising, with many virtual goods purchased by people. They will marry virtual people and spend as little time as possible in the so-called "meatverse". "Physical world" refers to the real world, because people are flesh and blood. Rubin used "shocking and awe" 12 times to describe the experience he wanted.

马克·安德森，硅谷著名风险投资机构安德烈森·霍洛维茨的合伙人

Mark Anderson, partner of Andreessen Horowitz, a famous venture capital institution in Silicon Valley

安德森是鲁宾的主要接受者之一，不仅因为他自2008年以来一直是Facebook董事会成员，还因为他在这一特定领域有着巨大的影响力。安德森是oculus的早期投资者，通过硅谷著名的风险投资机构Andreessen Horowitz。他还投资了roblox，一个儿童游戏平台，专注于构建自己的元宇宙。

Anderson is one of Rubin's key recipients, not only because he has been a member of Facebook's board of directors since 2008, but also because he has great influence in this specific field. Through Andreessen Horowitz, a famous venture capital institution in Silicon Valley, Anderson is an early investor of oculus. He also invested in roblox, a children's game platform, which focuses on building its own meta universe.

鲁宾还将文件发送给了Facebook硬件部门负责人安德鲁·博兹·博斯沃思（Andrew"Boz"Bosworth）和虚拟现实部门副总裁雨果·巴拉（Hugo Barra）。博斯沃思于今年7月晋升为首席技术官（从明年开始）。披露该文件的人没有被授权谈论该文件，但鲁宾在周五的采访中证实了该文件的有效性。

Rubin also sent the document to Andrew "Boz" Bosworth, head of Facebook's hardware department, and Hugo Barra, vice president of virtual reality department. Bosworth was promoted to CTO in July this year (starting next year). The people who disclosed the document were not authorized to talk about it, but Rubin confirmed its effectiveness in an interview on Friday.

Rubin在文件第一部分的标题中写道："元宇宙可能是我们将要失去的领域。"他补充说，脸谱网开始将元宇宙的概念视为吸引普通消费者的一种方式，因为VR并没有受到广泛欢迎。

Rubin wrote in the title of the first part of the document: "metauniverse may be the field we will lose." he added that Facebook began to consider the concept of metauniverse as a way to attract ordinary consumers, because VR was not widely welcomed.

文件显示，2014年，Facebook花了20亿美元收购oculus。截至2018年6月，公司的VR头盔每月累计有250000名活跃玩家。鲁宾写道，尽管已经在"早期用户和先驱"上投资了数亿美元，但这些设备并没有受到非核心玩家的欢迎。"普通消费者正在等待VR'完全成熟'的那一天。"。

The document shows that Facebook spent $2 billion to acquire oculus in 2014. As of June 2018, the company's VR helmets had accumulated 250000 monthly active players. Rubin wrote that although hundreds of millions of dollars have been invested in "early users and pioneers", these devices have not been welcomed by non hard core players. "Ordinary consumers are waiting for the day when VR is' fully mature '.".

鲁宾写道："我们相信'完全成熟'指的是元宇宙。只有如此大规模的发布才能吸引未来虚拟现实怀疑论者和虚拟现实潜在用户的注意。"

Rubin wrote: "we believe that 'full maturity' refers to the metauniverse. Only such a large-scale release can attract the attention of VR skeptics and potential users of VR in the future."

鲁宾目前在meta的职务是metauniverse内容部的副总裁。他说他的文件被广泛阅读，但这不是唯一一份引起注意的文件。鲁宾周五说："当时，很多人都有关于元宇宙的想法，各种各样的文档都有各种各样的观点。我想告诉大家我的想法，这就是我们在Facebook上创新的方式。有很多想法，很多人，然后他们很兴奋。我希望其中一些有用。"

Rubin's current title at meta is vice president of metauniverse content. He says his document is widely read, but it's not the only one that gets attention. Rubin said on Friday: "at that time, many people had ideas about the meta universe, and all kinds of documents were full of all kinds of views. I wanted to tell my ideas, which is the way we innovate on Facebook. There were a lot of ideas, a lot of people, and then they were excited. I hope some of them are useful."

"我们必须先行动"

"We must act first"

鲁宾在文件中预测，metauniverse项目可能在四年内完成，Facebook可以单独完成。但他现在意识到这将需要更多的时间，meta将不得不与范围广泛的公司合作，而不是拥有和控制整个系统。他说："这是我们拓展思路的另一种方式。我们必须与他人合作，我们必须采取许多措施，因为这需要很长时间。"

Rubin predicted in the document that the metauniverse project may be completed within four years, and Facebook can complete it alone. But he now realizes that this will take more time, and meta will have to work with a wide range of companies rather than owning and controlling the whole system. "This is another way for us to expand our thinking. We have to cooperate with others and we have to take many steps because it will take a long time," he said

鲁宾在撰写这份文件时表示，他不确定Facebook还有多少时间。他只知道自己必须"找到出路"，在比赛中脱颖而出是非常重要的。他写道："第一个获得真正吸引力的元宇宙可能是最后一个。我们必须首先采取行动变得更大更强，否则我们可能会成为追求者之一。"

Rubin said when writing the document that he was not sure how much time Facebook still had. He only knew that he had to "find a way out" and it was very important to stand out in the competition. "The first meta universe to gain real attraction is likely to be the last. We must first take action to become bigger and stronger, or we may become one of those suitors," he wrote

他还写道，Facebook可以有效地将谷歌、苹果、索尼、HTC和valve等竞争对手赶出虚拟现实市场。他补充说，索尼专注于Playstation 5，HTC对其潜在的硬件合作伙伴感到不满，Facebook的投资超过了steam的开发者valve。"谷歌和苹果在虚拟现实中还不存在。白日梦是个笑话，"该文件提到谷歌的虚拟现实平台，该平台在发布一年后终止运营。

He also wrote that Facebook could effectively drive competitors such as Google, apple, Sony, HTC and valve out of the VR market. He added that Sony focused on Playstation 5, HTC was dissatisfied with its potential hardware partners, and Facebook invested more than steam's developer valve. "Google and apple don't exist in VR yet. Daydream is a joke," the document said, referring to Google's VR platform, which terminated its operation a year after its release.

鲁宾并不热衷于合作。他在文件中说，与其他潜在竞争对手的密切合作毫无意义，因为Facebook应该是所有用户都能获得虚拟体验的地方。鲁宾写道："我们不要用帮助其他平台积累和留住消费者的计划来构建一个元宇宙。让我们自己创建一个元宇宙，以防止竞争对手以有意义的方式进入虚拟现实行业。"

Rubin was not keen on cooperation. He said in the document that close cooperation with other potential competitors is meaningless, because Facebook should be the place where all users get a virtual experience. Rubin wrote: "let's not build a metauniverse with plans to help other platforms accumulate and retain consumers. Let's create a metauniverse ourselves to prevent competitors from entering the VR industry in a meaningful way."

Rubin周五强调，meta已经放弃了这种方法，计划是使metauniverse具有互操作性和开放性，而不是"仅限于一家公司"。

Rubin stressed on Friday that meta has abandoned this approach and the plan is to make the metauniverse interoperable and open, rather than "limited to one company".

meta发言人在一份电子邮件声明中表示，技术自2018年以来一直在发展，当时的重点主要是虚拟现实。该公司表示，它一直期待来自微软、谷歌、苹果、索尼、roblox和其他许多公司的竞争。这位发言人还表示："毫无疑问，投资和开发消费者想要的产品是成功的关键；我们不能单独构建元宇宙；与开发者、创作者和专家的合作非常重要。"

In an email statement, a meta spokesman said that technology has been developing since 2018, and the focus at that time was mainly VR. The company said it had always expected competition from Microsoft, Google, apple, Sony, roblox and many other companies. The spokesman also said: "it is certain that investing in and building the products consumers want is the key to success; we cannot build a meta universe alone; cooperation with developers, creators and experts is very important."

普里亚的虚拟婚姻

Priya's virtual marriage

在文档的一章中，鲁宾概述了一个场景，其中主角是一个虚构的用户Priya，他访问元宇宙。Priya进入了一个虚拟的城市，里面有保龄球馆、商店、剧院和Facebook展馆，被称为"最大的建筑"，在广场上占据着一个几乎像教堂一样的突出位置。

In one chapter of the document, Rubin outlines a scenario in which the protagonist is a fictional user named Priya who visits the metauniverse. Priya entered a virtual city with bowling alleys, shops, theatres and Facebook pavilions, which are described as "the largest building" and occupy a prominent position in the square almost like a church.

Priya可以与其他人互动，并用元宇宙的钱为她的头像买一个新发型。Priya终于遇到了另一个看起来像绿色疣状食人魔的用户。但他们终于结婚了。

Priya can interact with others and use meta cosmic money to buy a new hairstyle for her avatar. Priya finally met another user who looked like a green, warty ogre. But they finally got married.

鲁宾写道："Priya可以在元宇宙中工作、吃饭、社交和睡觉。由于Netflix、Facebook、instagram和其他元宇宙的整合，她的娱乐时间越来越以虚拟方式完成。"

Rubin wrote: "Priya can work, eat, socialize and sleep in the metauniverse. Her entertainment time is more and more completed in a virtual way, thanks to the integration of Netflix, Facebook, instagram and other metauniverses."

鲁宾说，在这个假设下，十年后，该公司的meta universe硬件销售额将达到1亿，其中50%是oculus品牌或授权产品，其余来自其他硬件制造商。

Rubin said that under this assumption, in ten years, the company's meta universe hardware sales will reach 100 million, of which 50% are oculus brand or authorized products, and the rest come from other hardware manufacturers.

2021年10月28日发布的截图显示，meta首席执行官马克·扎克伯格（Mark Zuckerberg）在虚拟和增强现实大会上宣布将Facebook更名为meta。图为他与奥运会金牌击剑运动员在元宇宙中击剑

The screenshot released on October 28, 2021 shows that Mark Zuckerberg, CEO of meta, announced that Facebook was renamed meta at the virtual and augmented reality conference. The picture shows him fencing with an Olympic gold medal fencer in the metauniverse

20年后，人们花在元宇宙上的时间可以与"20世纪90年代看电视和近年来使用Facebook的时间"相提并论。Facebook最重要的是"扣除开发者费用后，年净收入将达到数十亿美元"。这些收入将来自虚拟房地产、帽子、武器和身份标志的销售。

In 20 years, people's time spent on the meta universe can be comparable to "the time spent watching TV in the 1990s and using Facebook in recent years". The most important thing for Facebook is that "after deducting developer expenses, the annual net income will reach billions of dollars". These revenues will come from the sale of virtual real estate, hats, weapons and status symbols.

Facebook的收入也将来自广告，这是该公司最熟悉的市场。鲁宾设想，可口可乐将为其展厅的最佳位置买单，福特将为其虚拟汽车买单，宝洁将在数字广告牌上宣传其品牌，古驰可以开设虚拟商店，康卡斯特将投资购买"一块巨大的广告牌，上面写着'康卡斯特：让metaspeed功能更好！'

Facebook's revenue will also come from advertising, the market the company knows best. Rubin envisaged that Coca Cola would pay for the best location in its exhibition hall, Ford would pay for its virtual car, Procter & Gamble would publicize its brand on digital billboards, gucci could open a virtual store, and Comcast would invest in buying "a huge billboard that reads' Comcast: make metaspeed function better! '"

鲁宾写道："如果元宇宙是人们花费时间的地方，那么它就是实体经济想要去的地方。我们的目标是将元宇宙带到这个阶段。简言之，它看起来不像Facebook的产品。"

Rubin wrote: "if the meta universe is where people spend their time, it is where the real economy wants to go. Our goal is to bring the meta universe to this stage. In short, it doesn't look like a Facebook product."

考虑到这种深度沉浸，鲁宾估计1亿元的宇宙用户带来的收入可能比10亿Facebook用户带来的收入还要多。他写道："我可能一天登录Facebook很多次，但我将在元宇宙中生活和工作。我可能更喜欢在元宇宙中度过时间，而不是日复一日地工作。"

Considering this deep immersion, Rubin estimates that the revenue brought by 100 million yuan of cosmic users may be more than that brought by 1 billion Facebook users. "I may log on to Facebook many times a day, but I will live and work in the meta universe. I may prefer to spend time in the meta universe rather than work day after day," he wrote

鲁宾写道，要想成功，元宇宙必须是"可怕的"。换句话说，它必须大胆而雄心勃勃，充满数千小时的游戏体验，并能改变人们的生活，使Facebook工程师害怕他们面临的问题。

Rubin wrote that to succeed, the metauniverse must be "frightening". In other words, it must be bold and ambitious, full of thousands of hours of game experience, and can change people's lives so that Facebook engineers are afraid of the problems they face.

他写道："如果我们开始构建的元宇宙的交付没有吓跑我们，那么它不是我们应该构建的元宇宙，也不是客户想要的，所以它没有任何意义。其余的都是迷你宇宙。"

He wrote: "if the delivery of the metauniverse we started to build hasn't scared us away, it's not the metauniverse we should build, nor what customers want, so it doesn't make any sense. The rest are mini universes."

鲁宾说，建立所有这些并接触必要的客户群体需要的不仅仅是内部资源。他说，Facebook需要一个拥有100多人团队的游戏工作室来制作大型多人在线游戏。

Rubin said that building all this and reaching out to the necessary customer groups requires more than internal resources. He said that Facebook needs a game studio with a team of more than 100 people to make large multiplayer online games.

"有一件事是绝对清楚的：Facebook内部没有一个团队拥有如此强大的凝聚力和经验，能够推出技术上具有挑战性和令人敬畏的大型游戏或互动产品，并创建虚拟城市，"他在提到Facebook的数字世界目标时写道。"出于这些原因，我们需要进行收购"。

"One thing is absolutely clear: no team within Facebook has such cohesion and experience to launch technologically challenging and awesome large-scale games or interactive products and create virtual cities," he wrote, referring to Facebook's digital world goal. "For these reasons, we will need to make acquisitions".

鲁宾将失眠症游戏和变速箱软件确定为潜在目标。像暴雪和摇滚明星这样的工作室太大，太有利可图，太专注于自己的游戏世界而无法被收购。鲁宾最终推荐了《黎明前准备好》的《孤独回声》工作室。Facebook在2020年6月完成了这笔交易。

Rubin identified insomniac games and gearbox software as potential targets. Studios like Blizzard and Rockstar are too large, too profitable and too focused on their own game world to be acquired. Rubin finally recommended ready at dawn, the studio of lone echo. Facebook closed the deal in June 2020.

为未来奠定基础

Lay the foundation for the future

鲁宾写道，除了元宇宙的技术成就外，产品的发布也将至关重要，需要"创造威慑"。如果扎克伯格还没有为这一时刻做好准备，那么他应该避免在会议上登台时在身后放一张幻灯片，上面写着"欢迎来到元宇宙"。

Rubin wrote that in addition to the technical achievements of the meta universe, the release of products will also be crucial and need to "create deterrence". If Zuckerberg is not ready for this moment, he should avoid putting a slide with "welcome to the metauniverse" behind him when he takes the stage at the conference.

Facebook首席执行官马克·扎克伯格（Mark Zuckerberg）在虚拟Facebook连接活动上发表了讲话。该公司于2021年10月28日在纽约宣布更名为meta

Mark Zuckerberg, CEO of Facebook, delivered a speech at the virtual Facebook connect event. The company announced its name change to meta in New York on October 28, 2021

鲁宾写道："如果我们公布路线图的每一步都是因为我们想完成主题会议，那么竞争将永远落后一步。我们不想这样做。让我们等到真正的元宇宙出现。"然而，扎克伯格没有完全遵循这一建议。他周四的演讲很大胆，但他的世界还远没有为消费者体验做好准备。

Rubin wrote: "if we reveal every step of our roadmap because we want to complete the theme meeting, the competition will always be one step behind. We don't want to do that. Let's wait until a real metauniverse appears." however, Zuckerberg didn't fully follow this suggestion. His speech on Thursday was bold, but his world is far from ready for the consumer experience.

这个演示类似于皮克斯公司推出的动画，展示了该公司希望开发的软件。它充满了带着自己的头像或卡通头像散步和锻炼的用户。扎克伯格承认，这项技术还有很长的路要走，可能需要十年的时间。

This demonstration is similar to the animation launched by Pixar, showing the software that the company hopes to develop. It is full of users who stroll and exercise with their own avatars or cartoon avatars. Zuckerberg admitted that this technology still has a long way to go and may take ten years.

一些人认为Facebook需要改变话题，分散公众的注意力。此前，Facebook告密者披露的许多内部文件带来了许多破坏性报道。

Some people believe that Facebook needs to change the topic and distract the public's attention. Previously, many internal documents disclosed by Facebook's whistleblower brought many destructive reports.

鲁宾对此有不同的解释。他说，该公司现在知道，为了完成其艰巨的使命，它需要让其他人参与进来，并告别"围墙花园"的传统。"这是一个漫长的旅程，我们将与许多不同的公司合作。在这种情况下，你不能把秘密保密太久。"（腾讯科技/金鹿评论）

Rubin has different explanations for this. He said that the company now knows that in order to achieve its arduous mission, it needs to involve others and bid farewell to the tradition of "walled garden". "This is a long journey and we will work with many different companies. In this case, you can't keep secrets for too long." (reviewed by Tencent technology / Jinlu)

Link：https://new.qq.com/omn/20211031/20211031A07GRV00.html

update time：2021-10-31 18:57:54