BRANDING, ADVERTISING & CR e.g. AUDI PUBLIC * 3D CITY
EDUCATION & RESEARCH e.g. Edinburgh University PUBLIC * SECOND LIFE
INTERNAL * T- SYSTES MMS PUBLIC * HABBORECRUITMENT e.g. Manpower
INTERNAL * T- SYSTES MMS PUBLIC * ACTIVEWORLDSCOLLABORATION e.g. IBM
TRAINING e.g. IBM (Academy of Technology) PUBLIC * SECOND LIFE INTERNAL * T- SYSTES MMS“You can hear live the teacher speaking,you can raise your hand to ask a questionor you can text your question .I found the environment very interesting”.Athina Chimaridou - IBM Employee Cyprus
INTERNAL * T- SYSTES MMS PUBLIC * SECOND LIFENEW EMPLOYEE ORIENTATION e.g. Super Buy
SIMULATION e.g. US Marine Corps PUBLIC * OPENSIM INTERNAL * T- SYSTES MMS“Internal virtual worlds areused for training-simulation75% of the time.”Tobias Dreher – T-SystemsLearning & Knowledge Consultant
INTERNAL * T- SYSTES MMS PUBLIC * SECOND LIFEDEVELOPMENT e.g. Palomar Hospital
INTERNAL * T- SYSTES MMS PUBLIC * SECOND LIFE e.g. T-Systems @ CEBITHybrid Events
IBM ONE COMPANY, SIX WORLDS Platform Selection considerations Use in IBM EnterpriseActive Worlds Scalable EventsForterra Quick on-boarding & Voice integration Pilot deployment for early adopters includes teamOLIVE Pre-built spaces & presentation facilities meetings & small eventsOpenSim Familiar interface for Second Life users Meetings, small events, Brainstorming, Community, Wide scope for IBM community Translation, 2D-3D integration, Region involvement & contribution Interoperability, Data-center modelling & BSD licensing: Anyone can get involved management in developmentSecond Life Publicly accessible and familiar to some Events and meetings, Employee orientation, users Learning, Business rehearsals, Serious games, Scalable Systems management, Interoperability with OpenSim Voice integrationTorque Simple interface Remote mentoring, Small events, Brainstorming, 2D- Quick on-boarding 3D integration High fidelity Data center modeling Low workstation requirements Control for 2D integrationUnity3D Web browser based deployment Proof-of-concepts: Demonstrate 2-3D integration & Light weight & customizable interoperability between worlds
BENEFITS “Sky is the limit“ George Georgiou - IBM Director Cyprus24 hour learning “Disabled people can play as others could not experience the war.” In the future,Highly involving Michalis Similis – DITS Officer due to the economic crisis, we might use it to manage teamsCost saving IBM.comReal-time No location constratintsImmersive Increase knowledge resources & capabilitiesTime saving Help to prevent real-life errorsUtilization of room Increased Intimacy & geographical brand coverageFlexible teamwork- Individual view on environment Green workplace
ISSUES "It is addictive as hell!” George Kyriakoullis, - Computer Scientist DITS OfficerTechnological Organisational •ConfidentialitySlow broadband Employee technical skillsSlow computers Employee adoptionRedesign information system Trust establishmentIT security Less loyaltyUnreliable systems Lack of controlIncompatible networks Less real-world interactionTraffic congestions Limited target audience ViabilityLegal CulturalConfidentiality AddictionCopyright infringement Identity issuesEthics Lack non-verbal cues
VIRTUAL WORLDS – SO WHAT?Tobias Dreher & Claus Lehman, Anonymous, who works for a London-T-Systems Multimedia Solutions based new media design companyGmbh with 25 years of experience“Development and utilization of Virtual “Virtual worlds in business is dead, stoneWorlds is still at starting point” dead. It died about 4 years ago“Currently experiencing quick recovery for “… if you are doing an assignment onroughly a year since 2007/2008 decline…” virtual worlds and business, your Master’s should be in History and not Business”“IBM and Intel are strong change drivers”Interactive website integration in 2011 hasbecome a big advantage THE TEAM AGREES WITH…
REFERENCES – Secondary Research IB2B Marketing, 2010. Social Media: Virtual reality in B2B, B2B Marketing. Available at: http://www.b2bmarketing.net/knowledgebank/social-media-marketing/features/social-media-virtual-reality-b2b [Accessed 20 April 2012].Cherbakov, L., Bruneer, R., Smart, R. and Lu, C., 2009. Virtual Spaces Enabling Immersive Collaborative Enterprise, Part 1: Introduction to theopportunities and technologies, IBM [online] Available at: <http://www.ibm.com/developerworks/webservices/library/ws-virtualspaces/>[Accessed 18 April 2012]Ives and Junglas, 2008. APC Forum: Business Implications of Virtual Worlds and Serious Gaming. MIS Quarterly Executive Vol. 7 No. 3 / Sep 2008.(PDF).Kimble, Chris, Barlow, Alexis and Li, Feng, Effective Virtual Teams through Communities of Practice (September 2000). Strathclyde Business SchoolManagement Science Working Paper No. 2000/9. pp, 5-13Available at SSRN: http://ssrn.com/abstract=634645 orhttp://dx.doi.org/10.2139/ssrn.634645. [Accessed 16 April 2012].Korolov, M., 2009. IBM: four OpenSim regions for $50,000, Hypergrid Business, [online] Available at:http://www.hypergridbusiness.com/2009/07/ibm-offers-four-opensim-regions-for-50000/ [Accessed 19 April 2012].Linden Research Inc., 2012. Employee simulation environment. Linden Research Inc., Available at: http://secondlife.com/destination/employee-simulation-environment [Accessed 23 April 2012].Linden Research. Inc, 2012. AL Motors Audi TT Coupe WHITE, Linden Research Inc. Available at: https://marketplace.secondlife.com/p/AL-Motors-Audi-TT-Coupe-WHITE/2733571?id=2733571&slug=AL-Motors-Audi-TT-Coupe-WHITE [Accessed 23 April 2012].
REFERENCES – Secondary Research IIOECD, 2011. Virtual worlds: IMMERSIVE ONLINE PLATFORMS FOR COLLABORATION, CREATIVITY ANDLEARNING.OECD DIGITAL ECONOMY PAPERS, No 184. OECD Publishing. Available at:http://search.proquest.com/docview/874045972?accountid=78988 [Accessed 16 April 2012].Second Life, 2012. Coca Cola Products. Second Life Market Place. Available at:https://marketplace.secondlife.com/products/search?search%5Bcategory_id%5D&search%5Bmaturity_level%5D=G&search%5Bkeywords%5D=coca+cola [Accessed 24 April 2012].Seshasai, Satwik, Malter, Alan J. and Gupta, Amar, 2006. The Use of Information Systems in Collocated and Distributed Teams: A Testof the 24-Hour Knowledge Factory (September 21, 2006). Eller College of Management Working Paper No. 1034-06. Pp, 10-32.Available at SSRN: http://ssrn.com/abstract=935106 or http://dx.doi.org/10.2139/ssrn.935106.Sherman Aliza (2011) „Virtual Worlds: Immersive Training, Collaboration and Meetings“ GigaOM. Accessed on 19th April, 2012 athttp://gigaom.com/collaboration/virtual-environments-for-training-collaboration-and-meetings/Ives and Junglas (2008). APC Forum: Business Implications of Virtual Worlds and Serious Gaming. MIS Quarterly Executive Vol. 7 No.3 / Sep 2008. (PDF).University of Edinburgh, 2011. World Students Join Virtual Graduation, University of Edinburgh. Available at:http://www.ed.ac.uk/about/edinburgh-global/news-events/news/virtual-graudation [Accessed 23 April 2012].Wiskirchen D. 2011. Webinar: Die neue Dimension der Wissensvermittlung- Lernen in 3D Welten [online]. T-Systems MultimediaSolutions. Via: http://virtually-there.de/assets/110526_Webinar_VLW.pdf [Accessed 16 April 2012].
REFERENCES - InterviewsGeorge Georgiou. 2012. How virtual world is being used by IBM,Interview by Natasa Toumazou, [Telephone Conference] Nicosia and London,Cyprus, 5 April 2012.Athina Chimaridou. 2012. How virtual worlds is being used byIBM, Interview by Natasa Toumazou [Telephone Conference] Nicosia andLondon, 5 April 2012.George Kyriakoullis . 2012. Have you ever used virtual world andhow?, Interview by Panagiota Toumazou [Face to face interview] Nicosia,4 April 2012.Michalis Simillis , 2012. Have you ever used virtual world andhow?, Interview by Panagiota Toumazou [Face to face interview] Nicosia,4 April 2012.Tobias Dreher & Claus Lehmann. 2012. Virtual World Vorstellung und Interview.Interviewed by Daniel Marczinek (in German). [Telephone conference and Webinar]Berlin and London. 20 April 2012.