Fad Or Future Second Life And Virtual Worlds

Fad or Future - What Do Virtual Worlds Have to Offer? Dr. Robin Teigland Stockholm School of Economics [email_address] www.knowledgenetworking.org IFL Conference on Second Life & Virtual Worlds June 14, 2007

Today’s discussion ,[object Object],[object Object],[object Object],[object Object],[object Object]

What are real world companies doing in Second Life? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What about Return on Investment in SL? We have a long-term approach to costs and RoI. We have qualitative goals, to expand and develop our presence. - BMW We have no targets for RoI. -ABN Amro There needs to be some RoI eventually, but this is a long-term project and we are just looking at the potential. - Vodafone Financial Times , May 2007

Is anybody out there? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BMW In-world Wells Fargo and Starwood Hotels are pulling out

So, where do people hang out? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SL, June 10, 2007

Is there critical mass on Second Life? * Municipality (kommun) wikipedia.org 43 988 42,060 Motala* 162 263 42,500 Online, Fri, Jun 8 11:30 pm (GMT+1) Second Life 177 41,284 7,252,330 Switzerland Density (people per km 2) Land area (km 2) Population Location

Is there critical mass on Second Life? * Municipality (kommun) wikipedia.org 1,391 138 195,250 Richmond, VA 1,434 0.06 95 Online, Fri, Jun 8 11:30 pm (GMT+1) Phat Cat’s #1 popular site 10,316 786 8,143,000 New York 24,759 87 2,153,600 Paris 1,083 450 489,760 Gothenburg* 4,164 188 782,890 Stockholm* Density (people per km 2) Land area (km 2) Population Location

And is anyone making money? What are these individuals selling? Real estate & land rentals Simulation environments Clothing, accessories, skins Art, design, furniture USD >5K USD 2-5K SL, June 10, 2007 Total of 427

What is happening in other virtual worlds?

Are businesses anywhere else? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Secure virtual workplaces ,[object Object],[object Object]

MMOGs still dominate ,[object Object],[object Object],[object Object],Xfire.com, MMPORG.com ,[object Object],[object Object],[object Object],[object Object]

Where are we today with virtual worlds? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

So, what about the future of virtual worlds?

Gartner Group, April 2007 By the end of 2011, 80% of active Internet users (and Fortune 500 enterprises) will have a “second life”, but not necessarily in Second Life.

How can we look into the future? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Two underlying questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Four scenarios for 2012 Fragmentated worlds Integrated worlds Advanced usage Less- advanced usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Entropia Universe = MMOG + MMORP? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Financial Times , June 2007

Cyworld - A world where “MySpace meets Second Life” ,[object Object],[object Object],[object Object],[object Object],Computer Sweden , June 2007

What should you do? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Christenson 1997, Tapscott & Williams 2006

How? Experiment, “play”, and learn Stay on the look-out Consider creating independent operations Don’t forget other emerging spaces

How? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ I think there’s a world market for maybe five computers.” Thomas Watson, Chairman of IBM, 1943 “ There is no reason anyone would want a computer in their home.” Ken Olson, President, Chairman and Founder of Digital Equipment Corporation, 1977 “ Heavier-than-air flying machines are impossible.” Lord Kelvin, President, Royal Society, 1895

All the things right, but not the right thing!

Increasing pace of change! Spread of Technology (Penetration rates years after introduction, Year I =Year Invented)

Further information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fad Or Future Second Life And Virtual Worlds

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Fad Or Future Second Life And Virtual Worlds