Avatar based marketing in indian context

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Avatar based marketing in indian context

  1. 1. AVATAR – BASED MARKETING<br />!”<br />Amit Morya<br />
  2. 2. Demystification of an Avatar<br />A Brief History of Word AVATAR<br />According to Hindu Mythology, Avatar describes the worldly incarnation of Lord Vishnu.<br />It was popularized in its Cybersense by Neal Stephenson in his 1992 cult novel Snow Crash.<br />
  3. 3. This is an Avatar – Alter Ego<br />
  4. 4. Demystification of an Avatar<br />Visual representation of a user in an online community. <br />Conspicuous online manifestation of people’s desire to try out alternative identities.<br />Avatars are endowed with mannerisms, skills and wardrobes. <br />
  5. 5. Classes of Virtual World<br />
  6. 6. Virtual Social Interaction Sites: 1. Entropia Universe<br />
  7. 7. <ul><li>It is a massively multiplayer online virtual universe designed by Swedish software company MindArk.
  8. 8. It is a direct continuation of Project Entropia, with MindArk reporting a 2006 in-game turnover of over 3.6 Billion PED ($360 Million USD)
  9. 9. Over 650 000 registered participants from over 220 countries</li></ul>Virtual Social Interaction Sites: 1. Entropia Universe<br />
  10. 10. <ul><li>The cultural city of 'New Oxford' within Entropia Universe offers participants the opportunity to purchase real world items, such as contemporary art and clothing.
  11. 11. Some of the companies that have partnerships to sell real world items within the Entropia Universe include 'Vexed Generation Clothing Ltd' of London, England, and '21st Century Fine Art' which has its real world offices in New York. 21st Century Fine Art have also opened a gallery in the heart of 'New Oxford' within the Entropia Universe</li></ul>Business Opportunities@Entropia<br />
  12. 12. Virtual Social Interaction Sites: 2. There.com<br />
  13. 13. Itis a 3D online virtual world created by Will Harvey and Jeffrey Ventrella<br />Venue for socializing with less role-playing than is typically found in MMORPGs<br />It contains 12 major islands and numerous smaller islands, 500,000 members and many community places including businesses<br />Virtual Social Interaction Sites: 2. There.com<br />
  14. 14. Virtual Social Interaction Sites: 3. Second Life<br />
  15. 15. Virtual Social Interaction Sites: 3. Second Life<br /><ul><li>A Massively Multiplayer Virtual World (MMVW) with users designing, conducting business, building relationships, entertaining, learning, and living their second life.
  16. 16. 3-D virtual world entirely built and owned by its residents and inhabited by people from around the globe.
  17. 17. Spread over 20,000 acres of land.
  18. 18. San Francisco-based company Linden Labs governs Secondlife.com</li></li></ul><li>Virtual Social Interaction Sites: 3. Second Life<br />
  19. 19. Business Opportunities@Second Life<br /><ul><li>party and wedding planner
  20. 20. pet manufacturer
  21. 21. casino operator
  22. 22. tattooist
  23. 23. nightclub owner
  24. 24. automotive manufacturer
  25. 25. fashion designer
  26. 26. aerospace engineer
  27. 27. custom avatar designer
  28. 28. jewelry maker
  29. 29. architect
  30. 30. XML coder
  31. 31. freelance scripter
  32. 32. game developer
  33. 33. fine artist
  34. 34. machinima set designer
  35. 35. tour guide
  36. 36. party and wedding planner
  37. 37. dancer
  38. 38. musician
  39. 39. custom animation creator
  40. 40. lottery operator
  41. 41. theme park developer
  42. 42. real estate speculator
  43. 43. vacation resort owner
  44. 44. advertiser
  45. 45. bodyguard
  46. 46. magazine
  47. 47. publisher
  48. 48. private detective
  49. 49. writer
  50. 50. gamer
  51. 51. hug maker</li></li></ul><li>Facts & Figures<br />Total residents27,21,280 <br />Logged in last 60 days 9,65,263 <br />Online now 14,364<br />Us$ spent last 24 hrs $12,03,354 <br />Lindex activity last 24 hrs $1,51,276<br />Virtual Social Interaction Sites: 3. Second Life<br />
  52. 52. Reality of Virtual World<br />‘Value’ of a thing determines price. <br />‘Real Money’ economy is connected to virtual world economy through the exchange rates w.r.t. to the site. For eg. it is Lindex for Second Life<br />Economy figures and statistics are available on the respective website.<br />
  53. 53. Myriad Possibilities and Opportunities <br />Fast increasing number of Avatars.<br />Thriving business on 3D social networking sites.<br />E-commerce model: From Virtual to Real world. <br />A right place to advertise. <br />
  54. 54. Marketing in Virtual Worlds<br />Ability to generate sustained consumer engagement with a brand.<br />Second Life residents run businesses that sell virtual products and services priced in Second Life’s Linden dollars.<br />Wells Fargo Bank operates a virtual world called Stagecoach Island, designed to educate teens about money matters.<br />Coke Studios is a teen-oriented virtual world run by Coca-Cola.<br />
  55. 55. Marketing to Avatars<br />Advertising has always targeted a powerful consumer alter ego <br />Marketing depends on soliciting people’s dreams <br />Avatars might also be enlisted to play a marketing role. <br />
  56. 56. <ul><li>Second Life clothing designers have been approached by real-world fashion houses, and at least one business makes real-world versions of furniture based on virtual “furni” designed by Second Life residents.
  57. 57. Avatars ultimately could run virtual-world stores selling real-world products
  58. 58. As the barriers between virtual worlds and real life blur, so do the barriers between virtual worlds and the rest of cyberspace. </li></ul>Marketing to Avatars<br />
  59. 59. Live customer attendee and feedback can be outsourced!<br />Letting customer create a new shirt design, and see if other avatars buy that => if yes, new product development back in real world.<br />Buying real world products from virtual world! (shipped, paid in linden dollars)<br />Marketing to Avatars<br />
  60. 60. Real Brands in Not-So-Real World <br />Second Life - Nike sold virtual shoes to avatars.<br />There - Levi Strauss promoted a new style of jeans.<br />Sims Online - McDonald’s installed virtual fast-food kiosks<br />Sims Online - Intel incorporated its logo into the screens of virtual computers<br />Habbo Hotel - Kellogg’s sponsored a competition<br />Second Life - Coke machines/kiosks are common. <br />Second Life – Adidas did a marketing campaign for one of its products, while Toyota sold virtual cars.  <br />
  61. 61. Real World Business in Virtual World<br />Best Buy Geek Squad<br />For Second Lifers with a technical bent, Geek Squad Island is a great place to get free technical support.<br />http://slurl.com/secondlife/Geek%20Squad%20Island/175/173/72<br />
  62. 62. H&R Block<br /> The H&R Block presence on Second Life is an accountant's paradise<br />Real World Business in Virtual World<br />
  63. 63. Real World Business in Virtual World<br />Cisco Island<br /> Well-populated island showcases Cisco products in a cleanly designed "connected home" of the future<br />
  64. 64. Reuters<br /> A free gadget at Reuters helps people to stay in touch with the news in the physical world<br />Real World Business in Virtual World<br />
  65. 65. Dell Island<br /><ul><li>Portal for advancing the company brand.
  66. 66. Drafting table to build the basic components of a real-world computer</li></ul>Real World Business in Virtual World<br />
  67. 67. Sun Microsystems<br /> Chat sessions related to Client/Server, Java, Cell phones, etc. <br />Real World Business in Virtual World<br />
  68. 68. Pontiac<br /><ul><li>Recent models available for a test drive
  69. 69. Car garage lets people customize vehicles to their liking, including the paint job and styling
  70. 70. Pontiac awards experimental land for designers -- free of charge.</li></ul>Real World Business in Virtual World<br />
  71. 71. IBM<br /><ul><li>230 employees involved actively, on almost 2 dozen islands
  72. 72. Invested $100 mn in virtual world
  73. 73. Employees use private island for client discussions</li></ul>Real World Business in Virtual World<br />
  74. 74. Fitment of Avatar Based Marketing in Indian Context<br />Indian Internet Market<br />Every 10th individual in urban India has accessed the internet<br />Source: Online Gaming in India March 2007, IAMAI<br />
  75. 75. Fitment of Avatar Based Marketing in Indian Context<br />Indian Internet Market<br />100% user base growth in 2006 over 2004 <br />Overall penetration less than 5%<br />Source: Online Gaming in India March 2007, IAMAI<br />
  76. 76. Fitment of Avatar Based Marketing in Indian Context<br />Indian Internet Market<br />Internet is percolating across India, from a high 64% of all users in 2001, the top 4 metros now account for 50% of all users <br />Source: Online Gaming in India March 2007, IAMAI<br />
  77. 77. Fitment of Avatar Based Marketing in Indian Context<br />Indian Internet Market<br />Internet is still an affluent phenomenon<br />Source: Online Gaming in India March 2007, IAMAI<br />
  78. 78. Fitment of Avatar Based Marketing in Indian Context<br />Indian Internet Market<br />Biggest target segment on internet – School going kids and Youth<br />Source: Online Gaming in India March 2007, IAMAI<br />
  79. 79. Fitment of Avatar Based Marketing in Indian Context<br />Online Advertising in India<br />Internet advertising comprised less than one per cent of advertising in the year 2005<br />Expected to be four per cent by the year 2010 i.e. 747 crores on a base of 19,562 crores<br />Growth of the online ad industry will be consistently more than 40%<br />
  80. 80. Advantage: Indian Marketers<br />Counter Touch and feel mentality of Indian consumers<br />Leverage creativity of customers – free of cost!<br />Digital self – true aspiration of consumer<br />Right place for test marketing<br />After sale services through virtual sites<br />Fitment of Avatar Based Marketing in Indian Context<br />
  81. 81. <ul><li>Poor enabling infrastructure
  82. 82. Low internet penetration
  83. 83. Limited broadband penetration</li></ul> “Platform required too much computer hardware capability ”<br /><ul><li>Localization of content
  84. 84. Language is a major barrier to popularize Virtual 3D sites in India</li></ul> “Each virtual world has a different culture”<br />Major Challenges for ABM in India<br />
  85. 85. Consumers’ privacy concerns about the detailed tracking of avatar data pose obvious challenges<br />Operators of virtual worlds make sporadic attempts to limit the unauthorized use of real-world brands <br />Strong resistance to real-world commercial encroachment exists in many virtual worlds.<br />Major Challenges for ABM in India<br />
  86. 86. Thank You<br />Thank You!!<br />

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