Avatar based marketing in indian context
Upcoming SlideShare
Loading in...5
×
 

Avatar based marketing in indian context

on

  • 1,900 views

 

Statistics

Views

Total Views
1,900
Views on SlideShare
1,900
Embed Views
0

Actions

Likes
0
Downloads
37
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Avatar based marketing in indian context Avatar based marketing in indian context Presentation Transcript

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