Posted by Shadow Consumer @ 8:09 am on March 21st 2007

Economic Goods: Scarcity in a Virtual World

In economics, scarcity is defined as a condition of limited resources, where society or a system lacks sufficient resources to produce enough to fulfill subjective wants.

Alternatively, scarcity implies that not all of society’s goals can be attained at the same time, so that trade-offs are made of one good against others. Neoclassical economics, a school of thought that refers to a general approach in economics focusing on the determination of prices, outputs, and income distributions in markets through supply and demand, defines its field as involving scarcity: following Lionel Robbins’ (late British economist) definition, “Economics is a science which studies human behavior as a relationship between ends and scarce means which have alternative uses.”

Traditionally goods and services are scarce because of the limited availability of resources along with the limits on our technology and skillful people relative to the total amount desired.

- If people desired nothing, there would be no scarcity.

- If resources were great enough to produce more than anyone desired, there would also be no scarcity.

Inefficiencies in the use of resources may also limit the production so that goods are scarce. It is hard to eliminate all inefficiencies, and some characterize institutional inefficiency as artificial scarcity.

Goods, which include services, that are scarce are called economic goods (or simply ‘goods’ if their scarcity is presumed). Other goods are called free goods if they are desired but in such abundance that they are not scarce, e.g. air and seawater. A vrtual equivlent might be common starter “textures” or devices common to all players.

Where and when goods are scarce it is necessary for society or people to make choices as to how they are allocated and used.

In virtual worlds, as an example, avatars may desire to own a private virtual island. The amount of virtual land, however, may be limited by design, or by game play, market structure, or individuals with market control so it is necessary to make choices as to how avatars allocate their resources.

In a “real-world” market economy, this is often achieved by trade. Other ways to make this decision involve tradition, community democracy, and government top-down or centralized command. In the market, individuals and organizations, such as corporations, trade resources amongst themselves, reallocating resources to where they are most wanted by those with purchasing power. In a smoothly operating market system, the rate of exchange between different resources, or price should adjust so that demand is equal to supply.

Certain goods are likely to remain inherently scarce by definition or by design and this is the most common type of goods in virtual worlds/games (e.g. World of WarCraft, Ultima Online) examples include land and/or positional goods such as awards generated by honor systems, fame, achievements, experience and levels. These things are said to derive all or most of their value from their scarcity. But these may be seen as examples of artificial scarcity, a reflection of game or in-world design.

Since virtual goods can be produced and copied at almost negligible cost, they do not need to be scarce. This is why copies of of common digital goods are free or can be had at very little cost- depending on intent. However, virtual currency and many other virtual products are kept artificially scarce through intellectual property protection, as in Second Life, by the IP holder. The same for game levels, awards, special items, etc. where the trade-off is time.

Players or in-world participants (avatars) who desire these goods will often use “real-world” currency or barter to acquire these economic goods. Brokers may purchase accounts in whole and “strip” them and sell them piece-by-piece to maximize their return on investment.

Popularity: 73% [?]

Posted by Shadow Consumer @ 3:24 am on March 21st 2007

Forterra’s On-Line Interactive Virtual Environment OLIVE 1.0 Platform

November 30, 2006 - San Mateo, Calif. - Forterra Systems, a leader in providing online distributed virtual world technology for defense, intelligence, homeland security, medical, corporate training and entertainment industries, is pleased to announce the launch of its On-Line Interactive Virtual Environment - OLIVE 1.0. The product will be showcased at the Interservice/Industry Training, Simulation and Education Conference (I/ITSEC) next week in Orlando, Fla.

OLIVE 1.0 is a software platform that enables developers to build and support persistent virtual worlds where users can collaborate over networks for the purposes of communications, training, rehearsal, analysis, experimentation, socialization, and entertainment. The software consists of a set of tightly integrated modules and tools that generates, distributes and operates highly realistic virtual environments. Users can interact with one another and their surroundings - just as they would in the real world - or in imaginary worlds. The only limitations are the imaginations of the developers and end users!

OLIVE’s baseline functionality supports large virtual worlds where geographically dispersed individuals assume control of a 3-D character known as an avatar, and through a simple keyboard, mouse or game controller interface, the users navigate through the environment, accessing and using objects, driving vehicles and interacting with other participants to engage in training and mission rehearsal exercises. The users can communicate through voice-over-internet protocol (VOIP) technology, text chat, and body language. The avatars breathe, move naturally, and perform a limitless range of hand and body gestures that are both automatically and voluntarily triggered.

“We are very excited about the release of OLIVE 1.0,” said Forterra’s President, Robert Gehorsam. “This product brings the most compelling on-line capability not only to the military simulation and training community, but also to operational communities. It expands our markets to education, intelligence and virtually any community that requires distributed and networked operational and training collaboration tools.”

Forterra will showcase applications built with OLIVE on the I/ITSEC exhibit floor (Booth 759), with “live” exercises (including participants dispersed all over the U.S.) operating throughout the conference. Forterra will showcase two applications built with OLIVE, the Asymmetric Warfare Training Technology (AWVTT) from RDECOM and a medical team training application for emergency first responders for mass-casualty incidents in support of Stanford Medical Hospital and the US Army Telemedicine & Advanced Technology Research Center (TATRC).

Popularity: 49% [?]

Posted by Shadow Consumer @ 9:16 pm on March 16th 2007

Taxes and Second Life- H&R Block Enters Virtual World

H&R Block embraces the shadow consumer with avatar to avatar tax interaction. Notable the use of a “tango” dance script, a common activity in SL, tied to the product line, a product bundle that costs $100 Lindens that can be redeemed for a A special code that provides access to the new Tango product, Real World retail value of $70. US, virtual scooters to tour H&R Block Island (entertainment & interaction), Tango avatar apparel (fashion), a program that will enable Second Life residents to earn Linden Dollars by helping to market H&R Block’s Tango product bundle on their own virtual property (affiliation, business).

From the press release:

Visitors to H&R Block Island will experience a new virtual tax world as they arrive at a landing point dotted with welcome signs, maps and other navigational tools, including:

– A virtual H&R Block tax experience where real life tax professionals will be available in avatar form to answer tax-related questions free of charge. H&R Block’s virtual tax advisor avatars are named Hope Bechir and Rex Philbin. Hope and Rex will hold office hours in Second Life from 6-7 p.m. PDT on Tuesdays and Thursdays starting March 13 through April 17, 2007.

– A main auditorium where visitors can watch a video describing the development of H&R Block’s revolutionary innovative new tax preparation product, Tango ( www.hrblock.com/tango), as well as attend other in-world activities.

– An exclusive H&R Block Tango product bundle that costs 100 Linden Dollars and includes:

– A special code that provides access to the new Tango product, which retails in the real world for $70.

– A variety of virtual scooters to tour H&R Block Island, virtual dancing shoes that allow users to do a tango-style dance when worn, and other Tango avatar apparel.

– A program that will enable Second Life residents to earn Linden Dollars by helping to market H&R Block’s Tango product bundle on their own virtual property.

H&R Block will plan events and new activities in Second Life on a regular basis throughout tax season and during the off-season as well. The company will continue to expand and refine its Second Life presence through active engagement with the community.

Popularity: 61% [?]

Posted by Shadow Consumer @ 7:41 pm on March 16th 2007

Qwaq Forums- Virtual Workspaces For Enterprise Development

Qwaq Forums are touted as virtual spaces for “real work”. Like real-world offices and meeting rooms, Qwaq Forums are places where users can go to work, collaborate with team members, experiment, converse, and identify and solve work issues. These are complete, virtual spaces with all the tools, data and interactivity needed to tackle a single topic, a Qwaq Forum is used to create a highly immersive environment where ideas can be explored, and where content can be created and used by a team.

All work done in a Qwaq Forum is persistent therefore all users can see all previous changes and additions. This allows users and teams to capture the progress made and to hand off work to each ad hoc. Users can occupy many different Qwaq Forums in the course of their day to help them organize work on different topics or with different teams.

Both remote and local users can see and share the same applications. The application can be hosted behind the company firewall.

Popularity: 39% [?]

Posted by Shadow Consumer @ 9:18 am on March 15th 2007

Avatar-Based Marketing

Avatar-Based Marketing
Publication Date: Jun 1, 2006
Availability: In Stock
Author(s): Paul Hemp

Description:
Advertising has always targeted a powerful consumer alter ego: that hip, attractive, incredibly popular person just waiting to emerge (with the help of the advertised product) from an all-too-normal self. Now, in cyberspace, consumers are taking the initiative and adopting alter egos that are anything but under wraps. These online personae, called avatars, range from simple but personalized cartoonlike characters used as pictorial signatures in instant messaging to fully developed characters in virtual worlds. And they represent a huge population of “shadow” customers who can be analyzed, segmented, and targeted. The experience of living through another self is most powerful in so-called massively multiplayer online role-playing games, which enable thousands of people to interact simultaneously within the same three-dimensional virtual world. In such settings, participants effectively become the avatars they’ve created, looking out through their eyes and engaging with other such beings. In this article, which expands upon an item in “The HBR List: Breakthrough Ideas for 2006″ (HBR reprint R0602B), the author examines early efforts to market real-world products in virtual worlds. He argues that companies need to look quickly beyond the market itself and think about the potential customer, which may be the avatar rather than its creator. Of course, the human behind the avatar controls the money in the real-world wallet. But the avatar, as a distinct creation of the user’s psyche, can influence its creator’s purchasing behavior and even make its own purchases of real-world products in the virtual world, deliverable to the user’s real-world door. At the least, avatars offer a window into people’s hidden preferences and a means for achieving sustained consumer engagement with a brand. The marketing initiatives of the few pathfinding companies working in this area point toward some methods that might be used in the future.

Subjects Covered:

Behavior, Brand management, Consumer marketing, Corporate branding, Customer experiences, Market research, Online gaming, Product placement.

Setting:
Banking industry; Entertainment industry; Gaming industry; Online information services; Soft drink industry

Abstract Permalink  


HBR: Avatar-Based Marketing Purchase Audio Abstract at Audible

Popularity: 33% [?]

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