Usc Faculty Seminar 2.12.08

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    Usc Faculty Seminar 2.12.08 - Presentation Transcript

    1. Faculty Seminar on Virtual Worlds Episode 2 - Second Life - 2/12/08 cory ondrejka - cory.ondrejka@gmail.com
    2. a quick review
    3. online versus virtual community versus world
    4. millions of reasons Online Game Online Communities Online Worlds crapload many lots a few
    5. some rules of thumb for world-wide numbers: Virtual worlds: 20 million MMOs: 50 million Social networks: 100 million (with lots of overlap)
    6. gold in dem darn (virtual) hills
    7. amateur versus expert
    8. don’t make me use the baby seal slide again
    9. (because I will)
    10. participation Web Wikipedia Sims Open Source Mainstream Media Second Life 65.00 48.75 32.50 16.25 0
    11. any questions lurking?
    12. it’s story time!
    13. the second life story
    14. good thing we’re in la
    15. 8 years so far
    16. which isn’t that long
    17. as mitch likes to point out
    18. (who’s been through this)
    19. think about the pc
    20. think about the pc
    21. think about the pc 1976
    22. think about the pc 1976
    23. think about the pc 1976 1990
    24. 15 years
    25. so we’re only half way
    26. (maybe 2/3)
    27. but, like all exponentials...
    28. but, like all exponentials...
    29. but, like all exponentials... vaguely interesting
    30. but, like all exponentials... very interesting vaguely interesting
    31. plus, sl gives plenty of material
    32. second life’s growth Population Money
    33. second life’s growth Population Money
    34. 2000
    35. compression 2000
    36. compression 2000 grid computing
    37. compression 2000 grid cellular computing automata
    38. “the rig” compression 2000 grid cellular computing automata
    39. “the forest”
    40. 2000 scorecard: no users no exchange 5 employees
    41. 2000 scorecard: no users people signed up no exchange users trading L$ and US$ Linden Lab employees 5 employees
    42. second life’s growth Population Money
    43. second life’s growth Population Money
    44. 2001
    45. building 2001
    46. building 2001 avatars
    47. second life was about people
    48. even the most beautiful place
    49. was not as interesting as people
    50. scripting, too
    51. 2001 scorecard: no users no exchange 10 employees
    52. second life’s growth Population Money
    53. second life’s growth Population Money
    54. 2002
    55. 2002 was a very good year
    56. 2002 was about people!
    57. 2002 was about people!
    58. 2002 was about people! Alpha!
    59. and people meant...
    60. creation community collaboration
    61. virtually no screen shots from this era
    62. 2002 scorecard: 145(!) users no exchange 20 employees
    63. second life’s growth Population Money
    64. second life’s growth Population Money
    65. 2003
    66. remember 2002?
    67. creation community collaboration
    68. 2003 had more people
    69. creation community collaboration
    70. however, since communities are not scale free...
    71. creation community collaboration often drove...
    72. cheating combat boundaries
    73. do good fences make good neighbors?
    74. the jessie wall
    75. the jessie wall
    76. the jessie wall
    77. this story only survives because of james au
    78. embedded in a virtual world
    79. how to preserve the ephemeral?
    80. Second Life launched on June 23, 2003
    81. June 23rd is now a holiday in Second Life
    82. Second Life launched with less than 400 users
    83. and didn’t grow much
    84. evolve or else
    85. we asked for help
    86. we asked for help
    87. we asked for help
    88. we asked for help
    89. “it’s stupid to ask people to build a world and to not let them own it!”
    90. oops
    91. so we studied
    92. macro economics so we studied
    93. macro economics creative destruction so we studied
    94. macro economics creative destruction so we studied “mystery of capital”
    95. and evolved both the intellectual property approach and the business model
    96. intellectual property
    97. intellectual property Yochai says “$#@%?@!!”
    98. business model
    99. enables two broad lines of study
    100. ip rules in the information economy
    101. entrepreneurship in the information economy
    102. 2003 scorecard: 2743 users no exchange 25 employees
    103. second life’s growth Population Money
    104. second life’s growth Population Money
    105. 2004
    106. entrepreneurship
    107. entrepreneurship
    108. branding
    109. breaking the magic circle
    110. really breaking
    111. 2004 was about the individual using second life
    112. 2004 scorecard: 18,876 users $5,000/mo exchange 40 employees
    113. second life’s growth Population Money
    114. second life’s growth Population Money
    115. 2005
    116. three things happened in 2005
    117. Second Life became free
    118. as in beer
    119. educators discovered SL
    120. in a big way
    121. particularly via GLS and Serious Games
    122. and sl started growing
    123. businesses followed the people
    124. but just a little
    125. though virtually no real-world brands (yet)
    126. government
    127. and music
    128. tringo
    129. broadcasting identity
    130. 2005 was a year of building
    131. 2005 scorecard: 123,438 users $500,000/mo exchange 60 employees
    132. second life’s growth Population Money
    133. second life’s growth Population Money
    134. 2006
    135. the knee in the curve
    136. the year of “firsts”
    137. auto company
    138. hotel chain
    139. clothing company
    140. concert
    141. cc concert
    142. fashion magazines
    143. news organization
    144. harvard class
    145. millionaire
    146. where did this all come from?
    147. despite popular perception it was NOT the Linden uber marketing machine
    148. I wish we had that much power
    149. distributed entrepreneurs
    150. plus everyone else
    151. gladwell would be proud
    152. gartner, too 2006
    153. 2006 scorecard: 3,000,000 users $5,000,000/mo exchange 100 employees
    154. second life’s growth Population Money
    155. second life’s growth Population Money
    156. and then things got exciting
    157. 2007
    158. freedom!
    159. (as in speech)
    160. second life client open sourced
    161. big business arrived
    162. these guys got acquired/funded
    163. csi:ny
    164. fortune 500 bingo
    165. mix of training, marketing, collaboration
    166. lots of questions: efficacy of training? impact of trust? brands and community
    167. and how does voice mix in?
    168. over the top
    169. made more complicated by the rest of the world arriving
    170. and by increasing regulatory interest
    171. gambling adult activities banking
    172. all of cyberlaw’s shortcomings
    173. plus the metaphor
    174. and lack of standards
    175. what does user mean?
    176. 2007 scorecard: 11,000,000 users $8,000,000/mo exchange 220 employees
    177. second life’s growth Population Money
    178. second life’s growth Population Money
    179. 2008
    180. rebounding
    181. hundred of sl developers employing thousands of people from all over the world
    182. sl growth increasing again
    183. 5% weekly concurrency growth
    184. emmy-tastic
    185. so, what’s next?
    186. Second Life’s progression has been
    187. community collaboration identity education entrepreneurship marketing business media
    188. innovation
    189. so I’d like to propose diving deeper into:
    190. innovation behavior (with Dmitri’s help) education legal and regulatory issues the big unanswered questions
    191. stop talking now
    192. cory.ondrejka@gmail.com http://ondrejka.net

    + CoryOndrejkaCoryOndrejka, 2 years ago

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