Second Life of Shadow Consumers

Posted by Shadow Consumer @ 12:40 pm on July 10th 2007

The Power of Virtual Worlds, Siemens Global Web Conference: Notes on Trend Watching, Participatory culture and Attention Economy

KEY SLIDES

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

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 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 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 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 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 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 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 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 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 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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Posted by Shadow Consumer @ 12:08 pm on July 10th 2007

Virtual Learning: Second Life: Building, Collaboration, Data Visualization- Presence

Who Active: Aarhus Business College: Aarhus, Denmark Oklahoma City University: Oklahoma City, OK Arcada University of Technology: Helsingfors, Finland The Open University: Milton Keynes, UK The Art Institute of California-San Diego San Diego, CA Oregon State University: Corvallis, OR The Art Institute of Pittsburgh Pittsburgh, PA Otis College of Art and Design Los Angeles, CA Audiocourses Music Production School: London, United Kingdom Pellissippi State Technical Community College: Knoxville, TN Australian Film TV and Radio School: Sydney, Australia Pennsylvania State University: (Various towns), PA Ball State University: Muncie, IN Pepperdine Universtiy: Malibu, CA The Bay School of San Francisco: San Francisco, CA Platt (Media Arts) College San Diego: San Diego, CA Beach College: Santa Barbara, CA San Diego State University: San Diego, Calif. Bentley College - Department of Natural and Applied Sciences: Waltham, MA San Francisco State University: San Francisco, CA Bradley University, Peoria, IL Savannah College of Art & Design: Savannah, GA; Atlanta, GA; Lacoste, France Bromley College of Further and Higher Education Seton Hall University: South Orange, NJ California State University - Pomona: Pomona, CA Sheffield Hallam University: Sheffield, UK/ Central Missouri State University: Warrensburg, Missouri Sogang University: Seoul, Korea Central Piedmont Community College - Futures Institute: Charlotte, NC Stanford University: Palo Alto, CA Colorado Mountain College: Glendwood Springs, CO SUNY Empire State College: Saratoga Springs, NY Columbia University: New York, NY Temple University: Philadelphia, PA Dyersburg State Community College: Dyersburg, TN Texas State University: San Marcos, Texas Elon University: Elon, NC The Bay School of San Francisco: San Francisco, CA Finger Lakes Community College: Canandaigua, NY Thomas Jefferson University: Philadelphia, PA Fullerton College: Fullerton, CA Trinity University: San Antonio, Texas Gerald D. Hines College of Architecture University of Houston: Houston, TX Center for Distance Education, UAF Fairbanks, Alaska Harvard University: Cambridge, Mass. University of Bedfordshire Luton & Bedford, UK Idaho State University: Pocatello, Idaho. University of California Berkeley Illinois State University: Normal, IL University of Cincinnati: Cincinnati, OH Indiana University: Bloomington, IN University of Colorado at Denver Medical Center: Denver, CO Insead University of Connecticut: Hartford, CT Institut Ingemedia: Toulon, France University of Derby: Derby, UK Johnson & Wales University: Providence, RI & 5 Western States University of Edinburgh: Edinburgh, Scotland, UK Kalamazoo Valley Community College: Kalamazoo, MI University of Florida: Gainesville, FL Leeds College of Art and Design: West Yorkshire, United Kingdom University of Massachusetts: North Dartmouth, MA Leeds Metropolitan University: West Yorkshire, United Kingdom University of Minnesota, School of Physics and Astronomy: Minneapolis, MN Lehigh Carbon Community College: Schnecksville, PA University of Missouri - Kansas City: Kansas City, Missouri Loyalist College: Belleville, ON, Canada University of Nevada, Reno: Reno, NV Mayville State University: Mayville, ND University of Paisley: Paisley, Scotland, UK Minneapolis College of Art and Design: Minneapolis, MN University of Southern California: Los Angeles, CA Minnesota State Colleges and Universities University of Southern Denmark (Syddansk Universitet) Montana State University: Bozeman, Montana University of Surrey: Guildford, UK Nanyang Polytechnic: Singapore University of Sydney: Sydney, Australia Nelson Marlborough Institute of Technology: Nelson, New Zealand http://www.utk.edu New York University - McGhee Division: New York, NY University of Texas at Dallas: Richardson, Texas Newcastle University Newcastle upon Tyne, UK University of Texas Medical Branch: Galveston, Texas Northern Illinois University: DeKalb, IL University of Wales, Newport: Newport, Wales, UK Ohio State University: Columbus, OH

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Posted by Shadow Consumer @ 12:01 pm on June 28th 2007

Video Games, Virtual Environments & Education Slides

KEY SLIDESSlide 5: “Games are widely used as educational tools, not just for pilots, soldiers and surgeons, but also in schools and businesses…. Games require players to construct hypotheses, solve problems, develop strategies, learn the rules of the in-game world through trial and error. Gamers must also be able to juggle several different tasks, evaluate risks and make quick decisions…. Playing games is, thus, an ideal form of preparation for the workplace of the 21st century, as some forward-thinking firms are already starting to realise.” – The Economist, August 4, 2005

Slide 6: “By and large, computer and video games have been ignored by educators. When educators have discussed games, they have focused on the social consequences of game play, ignoring important educational potentials of gaming.” - Kurt Squire, MIT

Slide 7: Some research on the use of video games in education A UK study concluded that simulation and adventure games - such as Sim City and RollerCoaster Tycoon, where players create societies or build theme parks, developed children’s strategic thinking and planning skills. (BBC News, March 2002) Researchers found that doctors who spent at least three hours a week playing video games made about 37 percent fewer mistakes in laparoscopic surgery and performed the task 27 percent faster than their counterparts who did not play video games. (MSNBC News, April 2004) A detailed literature review on video games and learning can be found here:

Slide 9: A Feminist Perspective… Girls and women can benefit from becoming comfortable with video games, as they are introductory to the sphere of technology Technology is constructed as ‘for men’  We are living in a time where technological proficiency and having the confidence to try new technologies are important skills Online multiplayer games afford online social/virtual  communities which can give girls and women social support and connectedness Girls and women can explore experiences in online multiplayer games that may not be available or are less available to them in ‘the real world’ – this can be empowering and effect their everyday life ideas about themselves Games are an ideal environment for collaborative learning  and team work (feminist pedagogy)

Slide 15: Trauma Center Video Game
• Video game made by Nintendo
• Players care for patients and can carry out various operations and treatments
•Teen target market
• Game designed for entertainment, not teaching

Slide 17: SimSuite – Medical Simulation Environment “The SimSuite Education System incorporates state-of-  the-art interactive simulation technology that provides “hands on” reality without risks to patients”. Computer program linked to a simulated operation room  and patient Currently in use in the US 

Slide 18: The VirtuSphere
• The VirtuSphere system consists of a large hollow sphere that sits on top of a base that allows the sphere to rotate 360 degrees.
• Wearing a wireless, head-mounted display, users can step inside the sphere to fully interact in immersive virtual environments.

VirtuSphere is marketed to target customers including: - Military, law enforcement, homeland security agencies and “first responders” (for simulated training exercises) - The electronic gaming industry (as the ultimate setting for immersive gaming) - Health clubs and athlete training - Education and museums - Architects, real estate professionals and others who can use virtual walk throughs as a powerful way to present plans

Slide 21: The Second Life Grad Student Colony (First Life) Graduate students meet regularly to discuss  their research They collaborate, share ideas and resources and have  guest speakers

Slide 26: Thankyou… Contact info: Joanna S. Robinson MA Candidate in Popular Culture Brock University Joanna.Robinson@BrockU.ca www.JoannaSRobinson.com

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