Virtual Worlds Seminar
  Business Workshop
Agenda

• Thinking about 3D Web
• Branding
• Current research statistics
• The ‘Ecosystem’ around 3D Web
• Case studies
Thinking about 3D
         Web
• What are you trying to achieve?
• Is it internal or external, private or
  public
• Who a...
Thinking about 3D
         Web
• Is it for brand or product PR?
• Is it for meetings, are they external?
• Exhibitions or ...
Virtual Worlds
   Avatar Centric                          Sports
                    Social Platforms

     Social        ...
Thinking about 3D
         Web
• Needs an executive sponsor
• Needs a single ‘owner’ who can be
  evangelistic
• IT team’s...
Organizational Culture




                   Source: Richard Barrett
Branding in 3D Web

• Can be expensive to execute and
  maintain
• MTV’s Laguna Beach, Lego Worlds
• Who will see it?
• Be...
Any benefit so far?




                     Source: Thinkbalm
...and in 2009?




                  Source: Thinkbalm
Was it a success?




                    Source: Thinkbalm
What benefits?




                Source: Thinkbalm
More or less?




                Source: Thinkbalm
Used or pilot for what?




                     Source: Thinkbalm
Deployed for what?




                     Source: Thinkbalm
...and for 2009?




                   Source: Thinkbalm
... and in the future?




                     Source: Thinkbalm
What other options?




                      Source: Thinkbalm
Comparisons




              Source: Thinkbalm
Comparative cost




                   Source: Thinkbalm
Effort to roll out?




                      Source: Thinkbalm
Payback time?




                Source: Thinkbalm
Life cycle?




              Source: Thinkbalm
The barriers?




                Source: Thinkbalm
Comments

• Early adopters do not usually do ROI
• Signs of a maturing situation
• Higher success that many expected
• Whe...
Comments
• Some of the results don’t stack up,
  e.g. host, build, train, implement
• Not all costs being accounted for as...
3D Web Business Ecosystem

                 Middleware and
               Software Component
                    Providers...
3D Web Business Ecosystem
                   Meerkat
                 Middleware and
               Software Component
   ...
3D Web Business Ecosystem
                   Meerkat
                                               Project Management?
  ...
Return On Investment
travel




5 x (3.5+2) x 10 = $275k
sales




(55+690)/2 x 100 x 0.01 = $373k
reduced attrition




10 x (0.3 + 1.3)/2 x 50k = $400k
efficiency




a x b/c x d = $ek
added value




 a x b/c x d = e
worker compensation




incident number x claim size = $Xm’s
punitive damages




incident number x claim size = $Xm’s
ROI = reduced travel + increased sales +
                efficiencies
+ value added + reduced attrition + reduced
 compens...
Costs
• Branding used to cost £1/4 million
• Private Olive projects cost £1m+
• Pilot’s cost about £20k+
• Then consider p...
Case studies
• BP to save $1-2m per crisis
  management training event, costs
  now recovered in 2 years and saved
  $4m i...
Case studies

Branding examples:
• American Apparel, came and went
• Herman Miller office furniture, ditto
• Coca Cola’s i...
Common Errors
• Non exclusive space, e.g. lack of
  control, neighbors, closure, etc.
• Poor quality build e.g. scale,
  t...
so, ten things...
1. toe in the water
1. toe in the water

2. proof of concept
1. toe in the water

2. proof of concept

3. pilot
1. toe in the water

2. proof of concept

3. pilot

4. end results driven
1. toe in the water

2. proof of concept

3. pilot

4. end results driven

5. train, mentor & coach
6. keep an eye on what’s
  happening
6. keep an eye on what’s
  happening

7. eggs in many baskets
6. keep an eye on what’s
  happening

7. eggs in many baskets

8. ignore the ‘noise’
6. keep an eye on what’s
  happening

7. eggs in many baskets

8. ignore the ‘noise’

9. don’t be a wimp
6. keep an eye on what’s
  happening

7. eggs in many baskets

8. ignore the ‘noise’

9. don’t be a wimp

10. my name is C...
what to do?
Persevere
Build pilots
Proof of concept
An open mind
Discussion?
Facts & Figures for 3D Lean Learning
Facts & Figures for 3D Lean Learning
Facts & Figures for 3D Lean Learning
Facts & Figures for 3D Lean Learning
Facts & Figures for 3D Lean Learning
Facts & Figures for 3D Lean Learning
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  • Facts & Figures for 3D Lean Learning

    1. 1. Virtual Worlds Seminar Business Workshop
    2. 2. Agenda • Thinking about 3D Web • Branding • Current research statistics • The ‘Ecosystem’ around 3D Web • Case studies
    3. 3. Thinking about 3D Web • What are you trying to achieve? • Is it internal or external, private or public • Who are the project team? • Who will be the ‘owner? • “Normal” project disciplines apply
    4. 4. Thinking about 3D Web • Is it for brand or product PR? • Is it for meetings, are they external? • Exhibitions or conferences? • Do you have a budget, does it include staffing and maintenance?
    5. 5. Virtual Worlds Avatar Centric Sports Social Platforms Social Game MMORPG Branded 3D Chat Adult Games Worlds Virtual Worlds Entertainment Business Virtual World City Guides Generators Serious Games Source:FredCavazza.net
    6. 6. Thinking about 3D Web • Needs an executive sponsor • Needs a single ‘owner’ who can be evangelistic • IT team’s ‘buy in’ will be required • Supports the organisations cultural values - what are they (really)?
    7. 7. Organizational Culture Source: Richard Barrett
    8. 8. Branding in 3D Web • Can be expensive to execute and maintain • MTV’s Laguna Beach, Lego Worlds • Who will see it? • Best done as a tie in with other media
    9. 9. Any benefit so far? Source: Thinkbalm
    10. 10. ...and in 2009? Source: Thinkbalm
    11. 11. Was it a success? Source: Thinkbalm
    12. 12. What benefits? Source: Thinkbalm
    13. 13. More or less? Source: Thinkbalm
    14. 14. Used or pilot for what? Source: Thinkbalm
    15. 15. Deployed for what? Source: Thinkbalm
    16. 16. ...and for 2009? Source: Thinkbalm
    17. 17. ... and in the future? Source: Thinkbalm
    18. 18. What other options? Source: Thinkbalm
    19. 19. Comparisons Source: Thinkbalm
    20. 20. Comparative cost Source: Thinkbalm
    21. 21. Effort to roll out? Source: Thinkbalm
    22. 22. Payback time? Source: Thinkbalm
    23. 23. Life cycle? Source: Thinkbalm
    24. 24. The barriers? Source: Thinkbalm
    25. 25. Comments • Early adopters do not usually do ROI • Signs of a maturing situation • Higher success that many expected • Where was ‘branding’?
    26. 26. Comments • Some of the results don’t stack up, e.g. host, build, train, implement • Not all costs being accounted for as innovators use ‘volunteers’ • You need to be realistic or it may fail • There is a great deal of positive
    27. 27. 3D Web Business Ecosystem Middleware and Software Component Providers Authoring Tool Server & Providers Workstations Management Consultant Enterprise Customer 3D Web Engine 3D Web Builder Developers Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Source: Stanford Research Institute
    28. 28. 3D Web Business Ecosystem Meerkat Middleware and Software Component Providers Blender Dell Authoring Tool Server & Providers Workstations Management You Consultant Enterprise Customer 3D Web Engine IBM 3D Web Builder Developers Linden Labs Electric Sheep Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Rivers Run Red Dell BT Source: Stanford Research Institute
    29. 29. 3D Web Business Ecosystem Meerkat Project Management? Middleware and Training? Software Component Providers Cultural Blender Dell Transformation? Authoring Tool Server & Providers Workstations Management You Consultant Enterprise Customer 3D Web Engine IBM 3D Web Builder Developers Linden Labs Electric Sheep Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Rivers Run Red Dell BT Source: Stanford Research Institute
    30. 30. Return On Investment
    31. 31. travel 5 x (3.5+2) x 10 = $275k
    32. 32. sales (55+690)/2 x 100 x 0.01 = $373k
    33. 33. reduced attrition 10 x (0.3 + 1.3)/2 x 50k = $400k
    34. 34. efficiency a x b/c x d = $ek
    35. 35. added value a x b/c x d = e
    36. 36. worker compensation incident number x claim size = $Xm’s
    37. 37. punitive damages incident number x claim size = $Xm’s
    38. 38. ROI = reduced travel + increased sales + efficiencies + value added + reduced attrition + reduced compensation + reduced punitive damages = $ large
    39. 39. Costs • Branding used to cost £1/4 million • Private Olive projects cost £1m+ • Pilot’s cost about £20k+ • Then consider project by project • Custom from $100k - $1m • Be realistic, build is about 20%
    40. 40. Case studies • BP to save $1-2m per crisis management training event, costs now recovered in 2 years and saved $4m in March 2009 • IBM in a 3 day meeting of it’s ‘Elite’ saved $350k, but ROI not relevant • Kelly Recruitment and Accenture both use SL to recruit at lower cost
    41. 41. Case studies Branding examples: • American Apparel, came and went • Herman Miller office furniture, ditto • Coca Cola’s investment in Google versus Second Life, 5.6m vs. 27
    42. 42. Common Errors • Non exclusive space, e.g. lack of control, neighbors, closure, etc. • Poor quality build e.g. scale, textures, lighting, aesthetics • Poor design; beach, palm trees, flying rooms, strange and unusual • 3D Web is, and will be, Second Life
    43. 43. so, ten things...
    44. 44. 1. toe in the water
    45. 45. 1. toe in the water 2. proof of concept
    46. 46. 1. toe in the water 2. proof of concept 3. pilot
    47. 47. 1. toe in the water 2. proof of concept 3. pilot 4. end results driven
    48. 48. 1. toe in the water 2. proof of concept 3. pilot 4. end results driven 5. train, mentor & coach
    49. 49. 6. keep an eye on what’s happening
    50. 50. 6. keep an eye on what’s happening 7. eggs in many baskets
    51. 51. 6. keep an eye on what’s happening 7. eggs in many baskets 8. ignore the ‘noise’
    52. 52. 6. keep an eye on what’s happening 7. eggs in many baskets 8. ignore the ‘noise’ 9. don’t be a wimp
    53. 53. 6. keep an eye on what’s happening 7. eggs in many baskets 8. ignore the ‘noise’ 9. don’t be a wimp 10. my name is Che Guevara
    54. 54. what to do?
    55. 55. Persevere
    56. 56. Build pilots
    57. 57. Proof of concept
    58. 58. An open mind
    59. 59. Discussion?

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