Stepping into the Internet - Value creation through the Immersive Internet


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My presentation I made today through Skype for a group of business professionals in Aust-Agder country, Norway interested in understanding how virtual worlds can facilitate entrepreneurship.

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  •, persistent spaceThree-dimensional, immersiveenvironmentExperienced by many people at once/interactivity
  •, persistent spaceThree-dimensional, immersiveenvironmentExperienced by many people at once/interactivity
  • Platforms for unleashing creativity and revolutionizing value creationPersistent, computer-simulated, immersive environments ranging from 2D "cartoon" imagery to more immersive 3D environmentworld exists regardless of whether users logged inUsers can manipulate and/or alter existing content or even create customized content Shared space or co-presencenumerous users, or ‘avatars’, simultaneously participate, interact, and share experiences through gestures, text chat, and voiceSocialization/community formation of in-world social groups such as teams, guilds, clubs, cliques, housemates, neighborhoods, etc the world allowed and encouraged
  • Hurkommerdet sig att vi identifierarosssåstarkt med avatarer? Frågangår till HenrikEhrsson, professor påKarolinskainstitutet, somforskarikognitivneurovetenskap, somär en blandningavpsykologiochneurofysiologi. Han ärpionjärinomdettaområdeochhansforskningsgruppsresultatharuppmärksammatsinternationellt. – När vi spelardataspelsäger vi ofta: ”Vemär du? Jag är den därgrönagubben.” Detfinns en koppling till vårkropp. När vi kontrolleraravatarensrörelser, får vi en känslaavatt jag är ”den där” och vi börjartalaomatt vi är ”den där”. Vi har en känslaavatt vi styrvårkroppochdärförhar vi känslanatt vi ärvårkropp.– Hjärnanharettmultisensorisktområde, somskapar en inremodellavvårkropp, såatt vi kanhållaredapåkroppennär vi röross. När jag spelar tennis måstehjärnanhållaredavaravar mina armarochbenär. Ochdetmåstegåväldigtsnabbt under en tennismatch, därförharnervcellerna, somfinnsi de härområdena, grovupplösning.
  • are the 5 phases of a Hype Cycle?1. "Technology Trigger"The first phase of a Hype Cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest. 2. "Peak of Inflated Expectations"In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. There may be some successful applications of a technology, but there are typically more failures. 3. "Trough of Disillusionment"Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. Consequently, the press usually abandons the topic and the technology. 4. "Slope of Enlightenment"Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology. 5. "Plateau of Productivity"A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market.Virtual worlds have reached a stage where new users continue to build, even though the media has moved on to fan the fires of Facebook and Twitter, says Douglas Thompson, CEO of Remedy Communications, a Toronto marketing firm. Second Life says the time spent on the site by users increased 21 percent in 2009. Most paying customers on Second Life are purely social, but it still boasts 1,400 business-related organizations as users. Thompson says traffic on Metanomics, his company’s Second Life video presence, has picked up in the past year, with 50 percent of new users coming from small or medium-size companies. “People no longer ask what an avatar is,” says Thompson. “We can thank Jim Cameron for that.”Read more: Entrepreneurs Doing Business by Avatar - Personal Finance - Employment - SmartMoney.com
  • RT: traditional leadership further challenged as we move to a world of web 3.0 or the immersive internet…
  • RT: the 3D internet characterized by ….(next slide)
  • As modeling and simulation technology improves, more and more real world items will be successfully designed in collaborative spaces that can be leveraged both by corporations and ad hoc groups. -Cory Ondrejka
  • Lecuyer et al, Brain-Computer Interfaces, Virtual Reality, and Videogames Opensimulator3d printingBCI
  • Abandoned factory in Michigan: building:
  • I can’t find the source for this, it would be great if someone could point this out to me.
  • Stepping into the Internet - Value creation through the Immersive Internet

    1. 1. Stepping into the Internet: Exploring a new world of value-creation
    2. 2. Here comes the “Immersive Internet” O’Driscoll, 2009
    3. 3. How many usually think of virtual worlds…
    4. 4. My CV •Leading a virtual team of 30 individuals from across the globe •Creating and successfully executing strategies under pressure •Managing cross-cultural conflict without face-to-face communication Building skills in virtual environments
    5. 5. What are Virtual Worlds? •Persistent, computer-simulated, immersive environments •Shared socialization spaces with interactive content •Economic activity and transactions
    6. 6. Learning virtual teaming skills VWs as tool for training, ….
    7. 7. VWs moving out of “Gartner hype cycle” trough Virtual worlds today May 2006 July 2007
    8. 8. The number of virtual worlds and users continues to rapidly increase ≈1.9 bln accounts ≈100 worlds
    9. 9. Some “Nordic” players In Nordic RegionExpats
    10. 10. Euroversity Network  Overview − EU funded, 3 year multilateral and transversal network (LLP EACEA, KA3 (ICT)) − December 2011 – December 2014 − Project Leader: University of Hull (Darren Mundy, Luisa Panichi) − 19 partners from Austria, Cyprus, France, Germany, Israel, Italy, Netherlands, Norway, Portugal, Sweden, UK  Network Aims −Collect good practice examples in teaching and learning in virtual worlds from different subjects and national and local contexts − Facilitate transfer of core knowledge to new contexts − Provide framework for creation of pan-European virtual-world university  Expected Outcomes − Increased number of experts in virtual world education − Policy for long-term sustainability of network and its outcomes − Model for knowledge transfer − Range of dissemination events More information:
    11. 11. “Clearly, if social activity migrates to synthetic worlds, economic activity will go there as well.” Castronova, 2006
    12. 12. Clothes/ shoes MODELLING AGENCIES Top models Photo- graphers Photo studio makers Modelling furniture Poses and animations Furniture Hair Skins Event builders MAGAZINES MODELLING SCHOOLS Shop builders Accessories Body shapes DJs Viachka, Giovacchini, Teigland, Lindqvist 2011 Virtual fashion ecosystem
    13. 13. US$ 635,000 for a virtual asteroid! just-made-a-cool-half-million-from-the-sale-of-virtual-property/ •US$ 500,000 profit in 5 years by Jon “Neverdie” Jacobs •Entropia Universe with GDP >US$ 440 mln
    14. 14. VWs for effectiveness through virtual collaboration and visualization ProViWo: Professional Collaboration and Productivity in Virtual Worlds,
    15. 15. Healthcare training • Browser-based, multiuser, voice-enabled simulated medical spaces • Medical interactive narrative requires learner action • Learn through practice and debrief: fail early and learn through failure
    16. 16. Accelerating innovation to meet global needs Teigland et al. 2010 Integrating users in development process
    17. 17. Charities bridging RL/VW boundary Teigland, JVWR, 2010 Core teamMembers Meetings $$
    18. 18. OpenSimulator: A value-creation ecosystem Academic Entrepreneur Hobbyist Large Firm Non-profit Local Public Federal Public Research Inst SME Employee Periphery Teigland, Di Gangi, & Yetis 2012 USD 5.5mln in development costs
    19. 19. Today’s challenges  I’m “afraid” of the technology.  Isn’t a webconference better?  It’s just a game.  Who’s behind that avatar?  Here today, gone tomorrow….  You’re only as good as your technology.  The technology isn’t stable.  I can’t read their body language.  ….
    20. 20. But it is only a matter of time…. O’Driscoll 2009
    21. 21. Moving into the Experience Economy Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
    22. 22. Hooker et al 2010 State of flow - Greater purchase intent - Positive brand attitudes
    23. 23. ≈1.4 bln VW accounts under age 16 290 mln 220 mln >200 mln 290 mln 42 mln (and 12 mln bought)
    24. 24. My 10 year old cousin is addicted to Stardoll and does not see why I like Facebook since I can only read what other people send me. For her it is just natural for all her friends to be moving around the Stardoll website. - Masters student at Stockholm School of Economics As soon as the Facebook generation wakes up and embraces virtual reality, we are going to see a giant wave of virtual world millionaires. -Jon “Neverdie” Jacobs
    25. 25. Developing international entrepreneurs?
    26. 26. Stardoll and JC Penney launch clothing lines: Pretty’n Love and Rio Chicas
    27. 27.
    28. 28. The future of immersion…
    29. 29. Increasing pace of VW/3Di development Browser-based, hyperlinked 3D Radical interfaces Mobile Short-term Mid-term Long-term Adapted from Burden, 2012
    30. 30. Exploring the link between VWs and 3D printing
    31. 31. The Firm The Collective vs E.g., Microsoft ~ Built by employees within organizational boundaries E.g., Linux ~ Built by users and distributed freely regardless of affiliation Models of Knowledge Creation Teigland, Di Gangi, & Yetis 2012
    32. 32. From factories to office parks to….
    33. 33. From the mobility of goods to the mobility of financial capital to … Teigland, JVWR, 2010 ...the “mobility” of labor?
    34. 34. Here today, gone tomorrow?
    35. 35. Some things do not change Innovation Exchange Exchange Trust Trust Relationships Relationships Interaction
    36. 36. Published April 2013
    37. 37. Karinda Rhode aka Robin Teigland RobinTeigland Photo: Lindholm, Metro Photo: Nordenskiöld Photo: Lindqvist If you love knowledge, set it free…
    38. 38. Interested in learning more?