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

Popularity: 100% [?]

Share This

Posted by Shadow Consumer @ 12:17 pm on July 10th 2007

Second Life Learning Best Practices

Popularity: 67% [?]

Share This

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

Popularity: 69% [?]

Share This

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% [?]

Share This

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% [?]

Share This

Second Life of Shadow Consumers

Metaverses, Synthetic Worlds, Business, Education, Avatars, and Virtual Economics

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

Second Life Learning Best Practices

Video Games, Virtual Environments & Education Slides

Economic Goods: Scarcity in a Virtual World

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

Pages

The Horizon

Categories

Search

Archives

Meta