Innovative Business Models in a Post-Industrial Era - Anthony Delli Colli

1,476 views
1,385 views

Published on

Panel Session: Innovative Business Models in a Post-Industrial Era Moderator: Brigitte Piniewski, MD, Chief Medical Officer, PeaceHealth Laboratories
Panelists:
- Anthony Delli Colli, VP Marketing, Elbrys Networks and Vice-Chair, Market Adoption Working Group, Continua Health Alliance
- Cesar Goulart, Executive Director, Health Information Technology, Presbyterian Healthcare Services
- Arthur Brock, Founder, New Currency Frontiers

Fujitsu Labs of America Technology Symposium 2011
Healthcare Technology Convergence: Smart Consumers Meet Care Delivery of the Future
June 01, 2011
Computer History Museum
Mountain View, CA

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,476
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • According to a report last month, "gold farmers" in Asia who stockpile game currencies to sell to MMO players now make up 85 percent of the $3 billion global "third-party gaming services" industry risoners at a labor camp in northeast China were forced by guards to play online games in a moneymaking scheme, says one former prisoner. The scheme, a practice referred to among gamers as “gold farming,” required some 300 prisoners at the Jixi labor camp to gather currency (usually by repeating monotonous tasks) in multiplayer games such as World of Warcraft, which the guards then hawked online for cash. Many recreational gamers willingly exchange real currencies for virtual ones to obtain extra advantages in the game — a special piece of equipment, for example, or to pay other players for in-game services. Liu Dali, who was imprisoned at the camp between 2004 and 2007 for “illegally petitioning” federal authorities about corruption in his local government, said he was forced to play the game at night after full days of trying physical toil, which included digging trenches and carving chopsticks and toothpicks with raw hands. He was held accountable for keeping up on both forms of labor. “ If I couldn’t complete my work quota, they would punish me physically. They would make me stand with my hands raised in the air and after I returned to my dormitory they would beat me with plastic pipes. We kept playing until we could barely see things,” he said. Liu believes the scheme was more profitable than the physical labor they performed during the day — and also more painful in some respects. “ Prison bosses made more money forcing inmates to play games than they do forcing people to do manual labour,” the former prisoner, Liu Diu told The Guardian. “I heard them say they could earn 5,000 to 6,000rmb (U.S. $770 to $925) a day. We didn’t see any of the money. The computers were never turned off.” $2 billion of virtual currency was traded in China in 2008, according to figures obtained by the New York Times from China’s Internet Network Information Center. The government has issued regulations to restrict the trading and use of virtual money, which is already difficult to regulate at its current size. There are some 100,000 full-time gold farmers in the country, says The Guardian. A report in the Guardian newspaper claims that prisoners in a Chinese labour camp were forced to play online games, to accrue virtual currencies, which were then sold for real money by prison guards. According to a former inmate, political prisoner Liu Dali, inmates at the Jixi labour camp would not only spend days on real world hard labour, but would also put in 12-hour shifts gold farming, which could earn prison guards up to 5,000-6,000 rmb ($770-930) per day. Liu Dali, who was imprisoned from 2004 to 2008, said up to 300 prisoners per shift were forced to play games, and that guards would beat them if they failed to meet quotas. RELATED ARTICLES New Call of Duty game set for this year Heroes of Gaia gets an Arabic flavour Panasonic launches new portable gaming system "If I couldn't complete my work quota, they would punish me physically. They would make me stand with my hands raised in the air and after I returned to my dormitory they would beat me with plastic pipes. We kept playing until we could barely see things," he said. Gold farming is the practice of carrying out tasks and often repetitive actions that earn in-game credits in multiplayer online games, and then trading the credits for real currency with other players. Gold farming has become an industry of itself in China, with the China Internet Centre reporting that $1.96bn of virtual currencies were traded in China in 2008. There are an estimated 100,000 full time gold farmers in China, with farmers often working in ‘sweat shop' like conditions. The report did not indicate whether prisoners in China are still being used for gold farming, or whether the practice was officially sanctioned.
  • Mihaly Csikszentmihalyi And this matches nicely with one central model for the appeal of video games: the concept of flow. According to psychologist Mihaly Csikszentmihalyi, people feel best when they are neither underchallenged (boredom) nor overchallenged (anxiety and frustration), but right at the level of their skills. And as people learn with time and repetition, challenges have to increase to keep up with growing skills. flow: the psychology of optimal experience
  • Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity Embrace intrinsic motivators like power, autonomy & belonging
  • Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity Embrace intrinsic motivators like power, autonomy & belonging
  • Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity Embrace intrinsic motivators like power, autonomy & belonging
  • Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity Embrace intrinsic motivators like power, autonomy & belonging
  • Innovative Business Models in a Post-Industrial Era - Anthony Delli Colli

    1. 1. Anthony Delli Colli Elbrys Networks, Inc. VP, Sales and Marketing June 2011 Fujitsu Laboratories of America Technology Symposium, June 1 st 2011 Innovative Business Models in a Post-Industrial Era
    2. 2. June 9, 2011 Elbrys Confidential <ul><li>Digital Currency </li></ul><ul><li>Consumer Engagement </li></ul><ul><li>Next Healthcare Interface </li></ul>What Can Games Teach Us Innovation
    3. 3. June 9, 2011 Elbrys Confidential What I am Playing …with my family. When… Plane Lands When … Grocery Shopping When … Running Late
    4. 4. June 9, 2011 Elbrys Confidential A World Divided Blissful Epic Meaning Social Fabric Urgent Optimism Play Rewards Competitive Engage 500M gamers = 3B hrs/week Payment Meaning Use Outcomes Value Based Adherence Costs Clinical Trials Chronic $2.1T health costs = 16% GDP
    5. 5. June 9, 2011 Elbrys Confidential Game Currency Revenues Shifting Away from Advertizing KPMG Gaming Summit, March 2011
    6. 6. June 9, 2011 Elbrys Confidential Chinese Prison Guards - $770-$930 / Day Gold Farming $3B Revenues (WW) Gold Farming - Gold farming is playing a massively multiplayer online game to acquire in-game currency. Gold farming is lucrative because it takes advantage of economic inequality. Rich, developed country players, wishing to save many hours of playing time, may be willing to pay what amounts to substantial sums to the developing country gold farmers.
    7. 7. Games & Consumer Workflows June 9, 2011 Elbrys Confidential “ I think people can still imagine life without playing our games,” he said, adding that the company wants to find ways to “make your daily grind have more meaning.” Mark Pincus, CEO, Zygna
    8. 8. June 9, 2011 Elbrys Confidential Flows of Engagement Challenge High Low High Low Skill Engagement Flows Engagement Flows Source: Mihaly Csikszentmihaly - Flow: the psychology of optimal experience Boredom Anxiety Increase Skill Increase Skill Increase Challenge Increase Challenge Map to Action Sustain Behavior Feedback Loop Sustain Behavior Value Creation Reach Potential Outcomes
    9. 9. June 9, 2011 Elbrys Confidential Health Services Personal Health Devices Internet Gateway New Healthcare Interface Connection the dots. Healthification of Games Health Wellness
    10. 10. June 9, 2011 Elbrys Confidential What Consumer Are Willing to Pay End-User Experience Six Essential Elements Source: PwC – Healthcare Unwired Fun End-User Experience Interoperability Devices agnostic Software portability Integration Multiple devices Multiple metrics Intelligence Sense of meaning Actionable information Socialization Community effect Crowd sourcing Outcomes Documented Validated 40% - will pay for monthly service <ul><ul><li>US remote monitoring consumer $7.7 to $43B </li></ul></ul>
    11. 11. Goals. Motivation. Behavior. June 9, 2011 Elbrys Confidential “ What we have learned from our users is that any game aspect has to be, at least for finance, more oriented toward some specific thing that you are working toward: I want to buy a house or a car, take a vacation, get out of debt ... Otherwise you have a system of points with no levels or no end game.” Aaron Patzer, CEO, Mint
    12. 12. June 9, 2011 Elbrys Confidential 0 25 65 Illness Pre-Illness Wellness Crowd Achievable Health Crowd Actual Health Outcomes Death 60-80% Preventable Age Fit Well Sick Acute Chronic Healthification of Games Segmenting the Crowd. School Job Family Accident Loss Source: Basic Psychological Needs - Deci & Ryan (1985). Intrinsic motivation and self-determination in human behavior. New York, Plenum Virtual World Real Word Autonomy Mastery Relatedness
    13. 13. June 9, 2011 Elbrys Confidential Autonomous Farmville Crops Satisfaction. Self-Expression.
    14. 14. June 9, 2011 Elbrys Confidential Mastering Cityville Objectives Progress. Feedback Loop
    15. 15. June 9, 2011 Elbrys Confidential Relatedness via Crowdsourced Data Part of a larger community.
    16. 16. June 9, 2011 Elbrys Confidential Business Models <ul><li>Adherence </li></ul><ul><li>Re-admit ROI </li></ul><ul><li>Rehabilitation </li></ul><ul><li>Reimbursement </li></ul><ul><li>Apps - free, upsell </li></ul><ul><li>Advertising </li></ul><ul><li>User subscription </li></ul><ul><li>Loyalty sponsorship </li></ul><ul><li>Corporate Wellness </li></ul><ul><li>Health saving accounts </li></ul><ul><li>Employee subscription </li></ul><ul><li>Rebimbursement </li></ul><ul><li>Virtual goods </li></ul><ul><li>Health credit </li></ul><ul><li>Loyalty credit </li></ul><ul><li>Peer-to-peer currency </li></ul>Direct - Consumer Direct - ACO Virtual Economy Direct - Employer
    17. 17. Three Take-Aways… June 9, 2011 Elbrys Confidential <ul><li>Digital Currency </li></ul><ul><li>… drives value creation within Games </li></ul><ul><li>Consumer Engagement </li></ul><ul><li>Games monetize sustained…. </li></ul><ul><li>Next Healthcare Interface </li></ul><ul><li>Games are… </li></ul>
    18. 18. June 9, 2011 Elbrys Confidential Sensor Connected Health Eco-Systems: Ready to Play. Elbrys Networks
    19. 19. Thank You. June 9, 2011 Elbrys Confidential @adellicolli [email_address] Anthony Delli Colli Elbrys Networks, Inc. VP, Marketing

    ×