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Virtual Ventures 20070818 V7
 

Virtual Ventures 20070818 V7

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Second Life Boot Camp

Second Life Boot Camp
Da Vinci Institute on August 18, 2007

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Virtual Ventures 20070818 V7 Virtual Ventures 20070818 V7 Presentation Transcript

  • Virtual Ventures: Making Money Out of Nothing Richard Hackathorn [email_address] Second Life Boot Camp Da Vinci Institute August 18, 2007
  • Biography
    • Richard Hackathorn President and Founder Bolder Technology, Inc.
    • Richard has thirty years of experience in the IT industry. He is a regular writer for BI Network and has conducted seminars in eighteen countries. Richard is the founder of three companies and has authored three books: Web Farming for the Data Warehouse , Using the Data Warehouse (with W. Inmon), Enterprise Database Connectivity . Previously, Richard was a professor at the Wharton School at the University of Pennsylvania and at the University of Colorado. He received his Bachelor of Science degree from Caltech. His Master of Science and Doctorate degrees are from the University of California at Irvine.
    • Contact: [email_address] http://www.bolder.com/
  • Overview
    • A Whole New World
    • What is a Virtual World?
    • Second Life: Community, Economy…
    • Second Life Businesses: Now & Then
    • Opportunities
    • Challenges
    • Recommendations
    • - - - - -
    • Introduction to the Panel
  • A Whole New (Virtual) World
    • The awe!
    • The shock!
    • The money?
  • What is a Virtual World (VW)?
    • Sense of self and of community
      • Avatar ( avie ) as your persona
        • A deliberate descent into lower realms of existence for special purposes
      • Aware of other avatars in the same location
    • Persistent environment
      • Computer-simulated world with gravity, topography, locomotion, real-time interactions, and communication
      • Regardless of whether you are connected, the world persists. Things change.
    • Shared objects
      • With shape, color, texture and behavior
      • Ownership, permissions, purchase cost…
  • Virtual Worlds Complements the Web
    • Will virtual worlds as replacing the Web?
      • Many think so!
      • Like e-mail replacing snail-mail
    • Is 2D evolving to 3D?
      • But that is only part of the story
    • More collaborative environment
      • Analogy: browsing books
    • Taking the best of both
      • Blending is the thing!
      • Greatest leverage comes from taking the best from both
  • Second Life by Linden Labs
    • Just one of many VW environments
      • Active Worlds, There.com, Multiverse…
    • Public (and partially private) ‘service’
      • Business model similar to web hosting firms
      • Residents retain IP of their creations
    • Risk Factors
      • Security of objects, messages, traffic
      • Scalability – the whole thing crashes regularly
      • Heavy client – requires a ‘gaming’ machine!
    • My analogy…
      • VisiCalc to Lotus 1-2-3 to Microsoft Excel
      • Reusability? Various open-source efforts
  • Second Life: Community
    • As of yesterday afternoon...
      • 8,922,248 residents who registered sometime
      • 1,639,432 residents who logged in last 60 days
      • 43,415 residents in-world now
  • Second Life: International Presence
    • 150 countries with variety of languages
      • US is only 26.5% in July 2007
      • Peru, Malaysia, Egypt, Philippines, Thailand, Luxembourg, United Arab Emirates, Slovenia, Bulgaria, Croatia, Lithuania, Afghanistan, Algeria, Vietnam, Puerto Rico, Ukraine, Morocco, Serbia, Andorra, Slovakia, Saudi Arabia, Albania, American Samoa, Costa Rica, Uruguay, Tunisia, Estonia
  • Second Life: Economy
    • It is amazing to me!
    • L$270.00 = US$1.00 roughly
    • Money Spent Last 24h: US$1,160,565
    • LindeX Activity Last 24h: US$218,270
  • Second Life: Land Mass
    • SL = 700 km 2 or 270 mi 2
    • Boulder Cty = 751 mi 2
    • City of Boulder = 25 mi 2
    • Density = 3,600 per mi 2
    • SL Density = 43, 415 / 270 = 161 residents / mi 2
    • But there a million who used SL recently. So... = 1,000,000 / 270 = 3,704 residents / mi 2 or 23x more
    Square Kilometers of SL Land
  • Second Life Businesses: Past
    • Entertainment stuff
      • Dance halls, casinos (but now no gambling), etc.
    • In-world artisans
      • Skills of building, texturing, scripting, animiating
      • Example: Aimee Weber
    • In-world merchants
      • SL Exchange
      • SL Boutique (now called Shop.Onrez.com)
    Aimee Weber video
  • Second Life Businesses: Past Categories Used at SL Exchange
  • Second Life Businesses: Current
    • Same as past, but declining influence
      • Entertainment
      • In-world artisans and merchants
    • Real Estate
    • Integration Services
      • Electric Sheep, Aimee Weber Studio, etc.
    • Plus, lot of normal corporations...
  • Second Life Businesses: Current
    • 1-800-Flowers
    • Aloft Hotel Suites
    • Amazon Web Services
    • American Apparel
    • AOL
    • Astralcom
    • Australian Broadcasting Corporation
    • Bantam Dell Publishing
    • BBC Radio 1
    • Best Buy - Geek Squad
    • Boer & Croon
    • CafePress
    • Calvin Klein
    • CareerBuilder
    • Cisco
    • CNET
    • Coldwell Banker
    • Comcast
    • Costa Cruises
    • Dell
    • Duran Duran
    • HR Block
    • IBM
    • ING Bank
    • Intel
    • Intercontinental Hotels/Crowne Plaza
    • iWOOT (I Want One of Those)
    • Jean Paul Gaultier
    • Kraft Foods/Phil Lempert
    • Major League Baseball
    • Make Magazine
    • Mercedes-Benz
    • Microsoft
    • NBA
    • Nissan
    • PA Consulting
    • Penguin Books UK
    • Playboy
    • Pontiac
    • Popular Science
    • Press Association
    • RCA Rockerfeller Center
    • Reebok
    • Reuters News
    • Samsung
    • Saxo Bank, Germany
    • Sears
    • Sky News
    • Sony/BMG
    • Sprint
    • Sundance Channel
    • Sun Microsystems
    • Telstra
    • Telus
    • Toyota Scion
    • UGS/Siemens
    • Unitrin Direct Auto Insurance
    • Vodafone (1/2007)
    • Virgin Music Japan
    • Vivox
    • Warner Bros Music
    • Wells Fargo
    • Wirecard Bank AG, Germany
    • Wired Magazine
    As of August 18, 2007 Clothing Tech Firms Press Publishing Automobiles Real Estate Telecomm
  • Second Life Businesses: Future
    • It is anyone’s guess! So, let’s guess…
    • Get into the right mind frame
      • Clear your mind
      • Normal thinking is your greatest danger
    • Think of painful things in RW, which are not so painful in VW
      • Where is the leverage?
  • Second Life Businesses: Future
    • So, where are the leverage points?
    • Opportunity – Mirroring real things/events
      • Morphing real-world stuff into the virtual world
      • Music concerts, clothing, automobiles...
    • Opportunity – Let’s Collaboration
      • Creating/evolving shared objects
      • Education, project teams
    • Opportunity – Design It Yourself
      • Try it, personalize it, and you will buy it
      • Mass customization as an individual or a group
  • Challenges
    • Scalability
      • Can it continue to grow exponentially?
    • Reliability and availability
      • Can it be stable enough when I need it?
    • Privacy and confidentiality
      • How much am I and my company exposed?
    • Legal rights: Intellectual property
      • Can I protect my property?
    • Authentication and encryption
      • Can I really know who is who?
  • Recommendations – General
    • Go slow but get smart fast
    • Network! Get to understand the SL professional community
    • Remember the Maturity Curve
      • … for any technology
    huh wow oops yuck ahhhh
  • Recommendations – Large Corp
    • Skunk-works with two creative learners
      • Small budget w ability to out-source contracts
    • Keep corporate identity hidden
    • Form partnership alliances
    • Position yourself for acquisition
      • Do the due-diligence on a set of emerging firms
  • Recommendations – Medium Corp
    • A lot of the above but be more aggressive
    • Do it yourself! Get your hands dirty!
    • Reliance on established SL integrators
    • Timing is everything
      • When to commit big investors
      • When to commit key personnel
      • When to go visible
  • Recommendations – Independent
    • GO FOR IT! NOW!!!
    • Try many things; fail fast
    • A crazy idea that will not work now may be the right idea in a few months
    • Align to the big players
      • But retain significant IP for yourself
      • Keep your secret sauce secret
  • Take-Away Thoughts
    • Lots of opportunities
    • … with risks
    • … but manageable
    • Get to know the natives
    • … and understand their pain
    • Understand the difference between pre-chasm and post-chasm
    • Blending RW-VW is where the future is!
  • For Further Information
    • Serious SL Meetup of Boulder
      • Hands-On Basic Skills Workshop
      • Browse our meetup website
    • Books on Second Life
      • Second Life: The Official Guide
      • Many more in preparation
    • Metaverse Roadmap
      • Future statement by an impressive group
    • Try it! Register for a free account
      • Play but learns some skills
      • Visit some key places
      • Explore the help and wiki facilities
  • Introduction to the Panel
    • NOAA and Science Education
      • Eric Hackathorn
    • Practicing Law in SL & the SL Workplace
      • Dave Elchoness
    • Maya Realities and SL Metrics
      • Eric Hackathorn
    • System Integrators in Second Life
      • Jay Swartz