Second Life of Shadow Consumers

KEY SLIDES

Slide 1: Virtual World Opportunities: Second Life and Beyond Siemens Global Web Conference Kloster Seeon, June 1, 2007

Slide 2: Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 3: The future is here. It‘s just not widely distributed yet. William Gibson Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 4: Since 1997 CScout reports directly from the global Hot-Spots keeping your fingers on the pulse. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 5: CScout is translating new market developments into new profit opportunities. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 6: We are Screening & Monitoring Trends from early signals to radical innovations. High Climax: Mass Market Early Adoptors: Impact Trend-Setters Followers: Fast & Late Followers Innovators: Lead Users Retro Trends Low Low High Duration Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 7: What we also do… Trend Management System Executive Trend Tours TrendPool - Database Trend Reports Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 8: Executive TrendTour New York City, 18. - 20. July 2007 3 days of Trends & Innovation: - „The Future of Media“ - „The Future of Marketing“ - „Consumer Generated Media“ Request your TrendTour today. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 10: The new Web 2.0 is a social-amplifier. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 12: „Everybody is an artist“ Joseph Beuys Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 13: Today software enables anybody to become an author, journalist or film maker. Attention Economy - Self-representation ‣through avatars (online gaming), ‣voice (podcast) and ‣as actor (video) or ‣author (weblogs). Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 14: Participatory culture - sharing and participating is spreading in the digital world. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 19: The average Gamer is 32 years old. The average age of the most frequent game buyer is 40 years old. 69% of American heads of households play computer and video games. Thirty-eight percent of all game players are women. * From the Entertainment Software Association. The stats are a combination of both computer and console gaming. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 20: There are over 400 million active gamers worldwide. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 21: A virtual world is a computer-based simulated environment intended for its users to inhabit and interact via avatars. Definition - Virtual World Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 22: 6,5 Mio People create their virtual Second Life. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 23: Second Life (www.secondlife.com) was created in 1999 by Linden Labs, a privately held company. The founder is Philip Rosedale, the former CTO of RealNetworks. The creator, Rosedale, says he got the idea back in 1992 when his wife handed him a copy of the book Snow Crash by Neal Stephenson. Snow Crash is basically a sci-fi story about a hero in the future who unravels a mystery that transverses both the real world and the “Metaverse.” “Metaverse” is a 3-D virtual universe online. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 24: Second Life’s First Millionaire At the end of November of 2006, Second Life spit out its first millionaire. The millionaire is Anshe Chung, whose fortune in Second Life includes virtual real estate, cash holdings in Linden dollars, and several brands in Second Life. She also has significant virtual stock market investments in Second Life. Born in China, she is currently a citizen of Germany. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 25: Why is Second Life so successful? ‣ User Generated: SL is a completely personalized environment. Residents can view and modify the world, create, buy and sell property, houses, services and other virtual items (from clothing to technology) ‣ Own Currency: Second Life has its own economy and a currency referred to as Linden Dollars (L$). Though the exchange rate fluctuates, as of February 2007 it is reasonably stable at around L$ 270 to one US dollar. Residents trade real currency via credit card or paypal into L$ The Second Life Currency Exchange acts as a real financial market ‣ Explorative Interaction & Communication: Users are called residents and appear as avatars. Second Life provide an advanced level of a social network service combined with general aspects of a metaverse (3D virtual world). Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 26: Real Life Companies in Second Life. Several real world brands are starting to set up a presence in SL and translate real-life products and services into the virtual domain of Second Life. 20th Century Fox, Adidas Reebok, American Apparel, American Cancer Society, Axel Springer AG- Bild.T- Online, BBC Radio, Centric, Creative Commons, Dell, Disney, Endemol - Big Brother, Eudoxa, Gabetti Property Solutions, Harvard Law School, IBM, Leo Burnett, Lichtenstein Creative Media, Max March Industries, Mazda, MLB.com, MTV, Intel, The New Media Consortium, PA Consulting Group, Reuters, Starwood Hotels, Sun Microsystems, TELUS Mobility, Text 100, Toyota, Universal Motown Records Group, Mercedes Benz, BMW, Deutsche Post, T-Online, Pontiac, Wired Magazine, Sony BMG, Calvin Klein, Loreal… ABN Amro, BCV, BNP Paribas, ING Bank, Saxo Bank, Wells Fargo. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 27: Strategies in Second Life. Advertising & Promotion: Most of the companies are currently investing in SL as an alternative advertising and promotional platform (for example Sony BMG Artists Promotion). Generating a buzz worldwide Virtual Business: The virtual shops are mainly used to display and sell virtual items (for example Adidas Store).Virtual spaces are usually connected to an external online website. Education & Future Market: Stage events, speeches and seminars (Intel in Second Life New York Live Window)Experiment a new type of interaction with the users Use Second Life as a test laboratory for the future of the internet (IBM) E-Learning, Recruitment, Internal Workshop and conferences. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 28: Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 29: CScout initiated a Innovation Project for Bild.T-Online AG (Axel-Springer Verlag). CScout developed the concept for „The Avastar“ and realized the concept within Second Life. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 30: The Avastar is the most efficient marketing activity for Bild.T-Online ever. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 31: A real newspaper for a virtual world. 23rd Issue L$150,- Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 32: Regis Braathens, alias Rowan Barnett, is Chief Editor of the Avastar. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 35: Avastar Areas: Main Sphere Newbie Lounge Star Lounge Style Lounge Style Lounge Travel Lounge Beach Club Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 44: Future Virtual Worlds - Playstation „Home“. Home is a real-time online 3D, networked community available on the Playstation 3. It allows users to interact, communicate, join online games, shop, share private content and even build and show off their own personal spaces to others in real time. With an avatar uniquely customized according to each user’s preference, users can explore the 3D community that is Home – a sleek, modern environment featuring spacious common areas; custom spaces dedicated to specific games; and personal apartments. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 45: Future Virtual Worlds - Playstation „Home“. Official Trailer (Quicktime Video) Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 47: 8,5 Mio People. World of Warcraft is a massive multiplayer online role-playing game (MMORPG). Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 48: eSports is becoming a serious sport-business. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 51: Shopping is different in Virtual Worlds. Different… … Payment Methods … Consumer Behavior … Needs & Wishes Same… … Identity … Products … Brands? Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 52: vBusiness Strategy has three main characteristics. ‣ Innovative ‣ Global ‣ Sustainable Siemens Global Web Conference, Jun 2007 © 2007 CScout Trendberatung

Slide 53: Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Slide 54: The Power of Virtual Worlds … changes the way we think about the World Wide Web. Siemens Global Web Conference, Jun 2007 © 2007 CScout Trendberatung

Slide 55: Virtual Worlds CScout is helping will be relevant you to keep for your business. ahead of time. You can profit from There are new virtual business to gain emerging real business. Virtual Worlds. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

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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.

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