LIFT’07 Workshop Second Life for Businesses fad or long-term asset? January 2007

agenda: fad or business asset? Intro (20 min) WHY are we here / WHAT are our expectations Get in the mood (20 min) Second Life on youtube / our (best) SL experience/anecdote We’re in Dec 2008 – what happened… (2 x 60 min) scenario A: Dec, 2008: Palmisano (CEO, IBM) explains to the Financial Times (FT) why they fell for the Second Life fad and lost 85 mio USD of investment scenario B: Dec, 2008: 85% of all Fortune Global 500 companies have established a major Second Life presence Closure & Vote (30 min) Second Life: fad or business asset?

Intro (20 min)

WHY are we here / WHAT are our expectations

Get in the mood (20 min)

Second Life on youtube / our (best) SL experience/anecdote

We’re in Dec 2008 – what happened… (2 x 60 min)

scenario A: Dec, 2008: Palmisano (CEO, IBM) explains to the Financial Times (FT) why they fell for the Second Life fad and lost 85 mio USD of investment

scenario B: Dec, 2008: 85% of all Fortune Global 500 companies have established a major Second Life presence

Closure & Vote (30 min)

Second Life: fad or business asset?

20 participants

get in the mood youtube. our experience

architecture & building activities entertainment selling fun selling relaxation

Scenario & Brainstorming Dec ’08/ what happened?

Two brainstorming sessions SCENARIO A Dec, 2008: Palmisano (CEO, IBM) explains to the FT why they fell for the Second Life fad and lost 85 mio USD of investment… SCENARIO B Dec, 2008: 85% of all Fortune Global 500 companies have established a major Second Life presence… 3 groups 30 min brainstorming 30 min of sharing results 3 groups 30 min brainstorming 30 min of sharing results

SCENARIO A

FT facts: why IBM fell for SL Dec, 2008: Palmisano (CEO, IBM) explains to the FT why they fell for the Second Life fad and lost 85 mio USD of investment…

what happened? 2 x break-out groups: 30 min. brainstorming plenary: 2 x 15 min. presentation

2 x break-out groups: 30 min. brainstorming

plenary: 2 x 15 min. presentation

groupe I

groupe II

groupe III

wrap-up. scenario A Second Life failed or did badly because of: security issues (hacking, phishing, etc.) technical issues (grid breakdown, limitations to capacity, etc.) brand issues (credibility, cultural, porn, etc.) IBM pulled the plug because: there was no business case (lack of return on investment ROI) brand issues potential lawsuits However: you left the door open for the success of other virtual worlds

Second Life failed or did badly because of:

security issues (hacking, phishing, etc.)

technical issues (grid breakdown, limitations to capacity, etc.)

brand issues (credibility, cultural, porn, etc.)

IBM pulled the plug because:

there was no business case (lack of return on investment ROI)

brand issues

potential lawsuits

However:

you left the door open for the success of other virtual worlds

SCENARIO B

FT facts: SL is normal business Dec, 2008: 85% of all Fortune Global 500 companies have established a major Second Life presence…

what happened? 2 x break-out groups: 30 min. brainstorming plenary: 2 x 15 min. presentation

2 x break-out groups: 30 min. brainstorming

plenary: 2 x 15 min. presentation

groupe I

groupe II

groupe III

wrap-up. scenario B SL creates a mass of new possibilities in terms of interaction content Mass adoption of SL (people & businesses) “ business must be there” SL addressed pending problems technical problems solved regulation introduced 3 different models emerged of the 3 groups SL succeeds by itself (addresses all problems) A consortium (Google, Sony, MTV) take-over SL & invest seriously SL succeeds by taking over other virtual worlds, partnering (e.g. with MySpace) and negotiating with important players (e.g. Microsoft)

SL creates a mass of new possibilities in terms of

interaction

content

Mass adoption of SL (people & businesses)

“ business must be there”

SL addressed pending problems

technical problems solved

regulation introduced

3 different models emerged of the 3 groups

SL succeeds by itself (addresses all problems)

A consortium (Google, Sony, MTV) take-over SL & invest seriously

SL succeeds by taking over other virtual worlds, partnering (e.g. with MySpace) and negotiating with important players (e.g. Microsoft)

Vote scenario A? scenario B?

collective vote: virtual worlds will play an important role for Fortune Global 500 companies YES or NO

SL – condemned to fail (NO) 7 of 15 people believe that virtual worlds will NOT play a major role in Dec 2009 (5 of these persons believe that virtual worlds will eventually play an important role within an extended timeframe) 7 NO votes

SL – the party goes on? (YES) 8 of 15 people believe that virtual world will play an important role in Dec 2009 (of these 8 nobody believed SL would be this virtual world) 8 YES votes

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