beyond real life
the virtual immersion

media become
HUMAN

EVERYBODY IS an
artist

today softwares enable anybody to
become an author, journalist or film maker
self representation through
avatars ( virtual community & online gaming)
voice (podcasts)
actor (video)
author (weblogs)

the digital numbers
2.7B google
there are over searches performed on last
month
the number of text messages sent each day exceeds the
total population of earth
your
my space 11st largest country in the world
is the
avatar
gamer is 32yrs old
the average
38% of online gamers are women
400 million
there are active gamers worldwide

participating culture
sharing and participating
is spreading in
the DIGITAL world

think about it
1814 everybody was on foot
1914 on train
1940 in cars
2040 100 millions avatar in the synthetic world ??

it will happen sooner!!
18/10/2006 SL population hit 1m
10 months later
10/8/2007 8.6M
SL nowadays population is
and it’s growing massively fast

by 2011
80% of active internet users
will have a virtual life
“gartner”

think about it
is it a synthetic world?
what is between real & synthetic worlds?
A MEMBRANE
so called new media

the evolution
is there any gap between human & machine?
this gap
create emotional virtual agents

IN THE FUTURE
from a 2d environment, the internet will rapidly transform into a
3d environment
from then, everyone needs an avatar in the 3D world!

virtual worlds
as distinct from MMORPGs
MMORPGs
(Massively multiplayer online role-
playing games
e.g. neverwinter nights, everquest.
world of warcraft, ultima online,
runescape
virtual world
massively multiplayer (but NOT role-
playing games)
e.g. there.com, second life, big world...
the users generate the content
NOT A GAME : a 3d social community
terminology: virtual world or
virtual social environment
MUVE (multi user virtual environment
synthetic world....)

let’s start our virtual journey in
Second Life!

the grand tour

second life
a 3D virtual world
all content created by residents
run by linden lab
populated by avatars, aka residents
state
8.6m user accounts and growing fast
1.6m logged on in the past 60days
30-40K concurrently online
not a game
a place for meeting, building, selling,
collaborating and exploring
active economy
millions of US change hands every
month
media coverage
BBC, Wired, economist, business week,
observer, sunday times, guardian,
channel 4, cbs, usa today, the register,
frobes....................................
everyone

why is sl so successful?
user generated
sl is a completely personalized
environment. residents can view and
modify the world, create, buy and sell
property, houses, services and other
virtual items (from clothing to
technology)
own currency
sl has its own economy and a currency
referred to as linden dollars (L$).
though the exchange rate fluctuates,
as of feb 2007 it is reasonably stable at
around USD 1 to L$ 270. residents trade
real currency via credit card or paypal
into L$. the SL currency exchange acts
as a real financial market
explorative interaction &
communication
users are called residents and appear
as avatars. SL provides an advanced
level of social networking service
combined with general aspects of a
metaverse (3d virtual world)

sl demographic
march 2007

second life account
basic entry is free
currency inside is Linden money USD1 = L266

second life land
average island/server/sim cost USD 1,675+
need to pay monthly tier USD 30+ ( as a form of
land tax) if you own land there

second life identity
every avatar has a name
you can finely adjust your body figure &
feature by numbers
on the net NO ONE knows you are a dog or cat
even you are a guy, you can be a female avatar
appearance can change instantly
this second you are human, next second can be
a fox or bear!!

second life
building & scripting
basic SL unit is called prim
adjust prim parameters to make
different objects in world
insert different textures to
make objects in different
formats
use scripting to animate
objects

second life communications
private IM
public chat with instant translation
real voice chat
group notice or announcement

second life transportation
“TELEPORT” = “TAXI”
“landmark” = “sURL”
just one click, then you can go to monaco from
paris!!
from one sim to another!!
from one island to another!!
flying high in the sky or diving deep in the sea!!
there is NO BOUNDARY in SL!!

the search
land
place
people
etc
the map
landmark
category
land info
etc
the inventory
clothes
skin
building
all objects

second life multimedia
LIVE MUSIC streaming
music URL link
nicecast is the live broadcast
application to stream music from your
HD in sl world, and share with the
avatar in the same sim

a real & second life DJ example
DJ Marquez iLL
he plays in SL live to promote his mix in real life
clubbing in berlin

second life multimedia
LIVE 3D photo streaming

second life multimedia
LIVE video streaming

fashion shopping in second life

living shopping in second life

second style magazine
third party media about SL
fashion & style

surfing wear party wear woman casual chic
advertisement
model styling
celebs interview
on
second style
magazine
haute couture woman skin

avastar weekly
third party media about SL
community news

SL exchange
is a marketplace
L$ balance when u buy in world
out of world
pay in world
buy outside world

SL group on flickr
third party media about SL
community sharing
group post
gallery set
sl friends contact

second life’s first real life possibilities - immersion
millionaire into virtual world
at the end of november marketing
2006, second life spat brand promotion
out its first millionaire. design
the millionaire is anshe media & entertainment
chung, whose fortune in education (e-learning, blended learning)
second life includes training (rehearsal)
virtual real estate, cash conferences
holdings in linden community events
dollars, and several networking and collaborations
brands in second life. modeling (visualization, simulation...)
she also has significant research, including monitoring (data mining)
virtual stock market
investments in second
life. born in china, she is
currently a citizen of
germany

brands in second life
several real world brands are starting to set
up a presence in sl and translate real life
products and services into the virtual domain
of sl
20th century fox, adidas, apple, reebok, american cancer society,
axel springer ag-bild, t-online, bbc radio, centric, creative
commons, dell, disney, endemol - big brother, eudoxa, ibm, leo
burnett, lichtenstein creative media, max march industries, mazda,
mlb.com, mtv, intel, the new media consortium, pa consulting group,
reuters, sun microsystems, telus mobility, text 100, toyota,
universal motown records group, mercedes benz, bmw, deutsche
post, pontiac, wired magazine, sony bmg, sony ericsson, calvin klein,
loreal, abn amro, bcv, bnp paribas, ing bank, saxo bank, wells fargo

shop front iphone promotion video streaming arena
apple shop in second life
mac book counter training center ibook counter

CD shop MV theatre
teleport map
sony bmg in second life
HD theatre JT promotion JT MV

“GO TO PAGE” click thru
traffic from SL to
official URL for CD purchase

direct URL link
shop front direct URL link
adidas in second life
new model rack new model rack

new C class on the road direct LM offered
mercedes in second life
test drive instruction detail dashboard design text drive panel

welcome board new w880 display rack new phone video streaming
sony ericsson in second life
lucky draw
shop outlook contest
record labels associate

IBM meetings

the power of virtual world
..............
changes
the way we think about our life!

what’s next after second life?

are you ready for your virtual life!?

isis shek
senior regional account director
Viacom brand solutions apac
born to be in media industry
she started her
media advertising career
with her first job in
a fashion publication house
(marie claire & b international)
since 1994
to regional broadcasters
(star, phoenix satellite )
since 1999
she is currently the
senior regional account director
VBS asia, mtv networks asia

isis bade
second life resident, born in 01/02/07
member of iGroup, business starters, bussiness
woman of sl, code red lounge, cube - gallery &
lounge, marquez tone, dogglounge, flicks glamour
girls, give us more, hed kandi official group, land
selling, macintosh users, sands exclusive members,
tfinder texture, oracles of sl
land owned : 10,000 sq meters, sands island
prim owned: 7,800 prim

thank you