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A View on IBM’s Use of Virtual Worlds Joseph  Jaquinta SL: Jaymin Carthage
Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW ...
But first... <ul><li>Some legal stuff: </li></ul><ul><ul><li>I do not speak on behalf of IBM </li></ul></ul><ul><ul><li>An...
Who am I? <ul><li>Hired 1994 </li></ul><ul><li>Lotus Legacy Employee </li></ul><ul><li>Day Job: programmer dude </li></ul>...
IBM's Public Engagement in VWs <ul><li>Customer Engagements </li></ul><ul><li>VW Business Conduct Guidelines </li></ul><ul...
Customer Engagements <ul><li>Customers started asking about VWs </li></ul><ul><li>IBM created a few prototypes </li></ul><...
What was learned: <ul><li>Only a small subset of product could be displayed compellingly in 3D </li></ul><ul><li>Face-to-f...
VW Business Conduct Guidelines <ul><li>Significant, but often overlooked </li></ul><ul><li>“Legitimized” doing business in...
IBM Islands rise above the waves <ul><li>VWs innovative, but barriers too high for most IBM groups </li></ul><ul><li>CIO's...
Engaged by different groups <ul><li>Eclectic mix, mostly driven by interest </li></ul><ul><li>Customer outreach </li></ul>...
 
 
 
 
 
And in a single day and night... <ul><li>The islands sank beneath the waves </li></ul><ul><li>Mission Accomplished </li></...
What was learned: <ul><li>Much of the same as for customers </li></ul><ul><li>SL hard for IBM to engage in </li></ul><ul><...
V-business Grid <ul><li>Invitational space for businesses </li></ul><ul><li>Land available for development </li></ul><ul><...
Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW ...
3D Data Center <ul><li>Data centers are all about consolidation </li></ul><ul><li>Virtual operations allows consolidation ...
Sametime 3D <ul><li>Virtual Collaboration for Lotus Sametime </li></ul><ul><li>Organize virtual meetings just like normal ...
Research <ul><li>Bluegrass – VW front end to Jazz </li></ul><ul><li>Olympus – avatars in 2D meetings </li></ul><ul><li>Art...
Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW ...
IBM Grid <ul><li>32 - 64 OpenSim servers </li></ul><ul><li>800+ registered users </li></ul><ul><li>Anyone can add a server...
Nebraska <ul><li>Second Life for the Enterprise </li></ul><ul><li>Saves IBM $<confidential, but large> </li></ul><ul><li>S...
Virtual Universe Community <ul><li>An internal Activity Group centering on VWs </li></ul><ul><li>4000+ members </li></ul><...
Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW ...
We are just like you! <ul><li>About 4 to 8,000 IBMers have SL avatars </li></ul><ul><li>Music, art, shopping, building... ...
Eightbar <ul><li>Set up as a non-over group for all IBMers </li></ul><ul><li>Became a sort of “secret handshake” </li></ul...
Diaspora <ul><li>Wave appears to have peaked </li></ul><ul><li>IBMers active in Blue Mars, OpenSim, other places </li></ul...
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A View on IBM’s Use of Virtual Worlds

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IBM is a big, diverse company with a broad international employee and customer base. It has engaged Virtual Worlds in a number of different ways; as products it sells, as services it uses internally, and for recreation. Join one employee for a walk through some of the high points and low points of this journey.

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Transcript of "A View on IBM’s Use of Virtual Worlds"

  1. 1. A View on IBM’s Use of Virtual Worlds Joseph Jaquinta SL: Jaymin Carthage
  2. 2. Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW Product Lineup </li></ul><ul><li>How IBM uses VWs internally </li></ul><ul><li>How IBMers use VWs </li></ul>
  3. 3. But first... <ul><li>Some legal stuff: </li></ul><ul><ul><li>I do not speak on behalf of IBM </li></ul></ul><ul><ul><li>Any opinions presented here are my own </li></ul></ul><ul><ul><li>I can't tell you anything IBM hasn't announced </li></ul></ul><ul><li>I like my job </li></ul><ul><ul><li>And want to keep it! </li></ul></ul>http://www.ibm.com/investor/governance/business-conduct-guidelines.wss
  4. 4. Who am I? <ul><li>Hired 1994 </li></ul><ul><li>Lotus Legacy Employee </li></ul><ul><li>Day Job: programmer dude </li></ul><ul><li>Virtual Worlds? </li></ul><ul><ul><ul><li>One of my “IBM Hobbies” </li></ul></ul></ul><ul><ul><ul><li>Lotusphere Parcel </li></ul></ul></ul><ul><ul><ul><li>BizTech Project on VWs/Social Networking </li></ul></ul></ul><ul><ul><ul><li>2.5 D Presentations </li></ul></ul></ul><ul><ul><ul><li>IBM Blogger </li></ul></ul></ul><ul><ul><ul><li>IBM Sandbox Admin </li></ul></ul></ul><ul><ul><ul><li>This and that </li></ul></ul></ul>
  5. 5. IBM's Public Engagement in VWs <ul><li>Customer Engagements </li></ul><ul><li>VW Business Conduct Guidelines </li></ul><ul><li>IBM Islands </li></ul><ul><ul><li>Department showcases </li></ul></ul><ul><ul><li>“Alumni” outreach </li></ul></ul><ul><ul><li>Research outlet </li></ul></ul><ul><li>V-Business Grid </li></ul>
  6. 6. Customer Engagements <ul><li>Customers started asking about VWs </li></ul><ul><li>IBM created a few prototypes </li></ul><ul><li>Some went on to full blown sims </li></ul><ul><li>IBM Followed this pattern </li></ul><ul><li>Featured </li></ul><ul><ul><li>Product and feature awareness </li></ul></ul><ul><ul><li>Brand promotion </li></ul></ul><ul><ul><li>“Edutainment” </li></ul></ul><ul><li>Did not feature: </li></ul><ul><ul><li>Virtual products </li></ul></ul>
  7. 7. What was learned: <ul><li>Only a small subset of product could be displayed compellingly in 3D </li></ul><ul><li>Face-to-face support very engaging, but very costly </li></ul><ul><li>Margins too low to apply brick & mortar model </li></ul><ul><li>Traffic too low to apply website model </li></ul><ul><li>Virtual commerce outside the realm of traditional IBM customers </li></ul>
  8. 8. VW Business Conduct Guidelines <ul><li>Significant, but often overlooked </li></ul><ul><li>“Legitimized” doing business in VWs </li></ul><ul><li>Set the bar for a liberal approach </li></ul><ul><ul><li>E.g. is a furry avatar appropriate for business? </li></ul></ul><ul><ul><li>Most companies err on the side of “no” </li></ul></ul><ul><ul><li>IBM says “yes”, becomes an example to market </li></ul></ul><ul><li>http://domino.research.ibm.com/comm/research_projects.nsf/pages/virtualworlds.ibmvirtualworldguidelines.html </li></ul>
  9. 9. IBM Islands rise above the waves <ul><li>VWs innovative, but barriers too high for most IBM groups </li></ul><ul><li>CIO's office bought 12 islands and made available to IBM groups </li></ul><ul><li>Amphitheaters set up </li></ul><ul><li>Expertise gathered </li></ul><ul><li>Infrastructure created </li></ul><ul><li>The aim: to see VW capabilities in IBM </li></ul>
  10. 10. Engaged by different groups <ul><li>Eclectic mix, mostly driven by interest </li></ul><ul><li>Customer outreach </li></ul><ul><ul><li>From server products </li></ul></ul><ul><ul><li>To mainframes </li></ul></ul><ul><ul><li>To end user products </li></ul></ul><ul><li>Greater IBM outreach </li></ul><ul><li>Research showcases </li></ul><ul><li>Public Service </li></ul><ul><ul><li>Sandox </li></ul></ul><ul><ul><li>SL Ballet </li></ul></ul>
  11. 16. And in a single day and night... <ul><li>The islands sank beneath the waves </li></ul><ul><li>Mission Accomplished </li></ul><ul><li>Expense in CIO/Profit elsewhere not sustainable </li></ul><ul><li>Some areas graduated to full islands </li></ul><ul><li>Some areas migrated elsewhere </li></ul><ul><li>Most just disappeared </li></ul>
  12. 17. What was learned: <ul><li>Much of the same as for customers </li></ul><ul><li>SL hard for IBM to engage in </li></ul><ul><ul><li>Logistically </li></ul></ul><ul><ul><ul><li>Can only buy whole sim from LL, most projects need less </li></ul></ul></ul><ul><ul><ul><li>IBM not set up for internal cross charging </li></ul></ul></ul><ul><ul><li>Legally </li></ul></ul><ul><ul><ul><li>IBM, effectively, responsible for vendors legality </li></ul></ul></ul><ul><ul><ul><li>SL driven by small, non-professional vendors </li></ul></ul></ul><ul><ul><li>Overhead overwhelms micro-currency </li></ul></ul>
  13. 18. V-business Grid <ul><li>Invitational space for businesses </li></ul><ul><li>Land available for development </li></ul><ul><li>OpenSim based </li></ul>
  14. 19. Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW Product Lineup </li></ul><ul><ul><li>Virtual Data Center </li></ul></ul><ul><ul><li>Sametime 3D </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><li>How IBM uses VWs internally </li></ul><ul><li>How IBMers use VWs </li></ul>
  15. 20. 3D Data Center <ul><li>Data centers are all about consolidation </li></ul><ul><li>Virtual operations allows consolidation over wider geographies </li></ul><ul><li>Supports “Hardware as a Service” </li></ul><ul><li>More compelling than existing 2D </li></ul><ul><ul><li>Less training </li></ul></ul><ul><ul><li>Easier transition </li></ul></ul><ul><li>Based on OpenSim </li></ul>
  16. 21. Sametime 3D <ul><li>Virtual Collaboration for Lotus Sametime </li></ul><ul><li>Organize virtual meetings just like normal </li></ul><ul><li>Meeting space includes: </li></ul><ul><ul><li>Flip charts </li></ul></ul><ul><ul><li>Brainstorming boards </li></ul></ul><ul><ul><li>Visual voting tools </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><li>Full import/export </li></ul><ul><li>Based on OpenSim </li></ul><ul><li>http://www-01.ibm.com/software/lotus/services/vc4sametime.html </li></ul>
  17. 22. Research <ul><li>Bluegrass – VW front end to Jazz </li></ul><ul><li>Olympus – avatars in 2D meetings </li></ul><ul><li>Art Exhibition Space – art sponsorship </li></ul><ul><li>Virtual Team Building Games </li></ul><ul><li>Rehearsal Studio </li></ul><ul><li>PowerUp 3D </li></ul><ul><li>Cross world teleportation </li></ul><ul><li>OpenSim development </li></ul><ul><li>Academy of Technology </li></ul>
  18. 23. Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW Product Lineup </li></ul><ul><li>How IBM uses VWs internally </li></ul><ul><ul><li>IBM Grid </li></ul></ul><ul><ul><li>Nebraska </li></ul></ul><ul><ul><li>Virtual Universe Community </li></ul></ul><ul><li>How IBMers use VWs </li></ul>
  19. 24. IBM Grid <ul><li>32 - 64 OpenSim servers </li></ul><ul><li>800+ registered users </li></ul><ul><li>Anyone can add a server </li></ul>
  20. 25. Nebraska <ul><li>Second Life for the Enterprise </li></ul><ul><li>Saves IBM $<confidential, but large> </li></ul><ul><li>Sweet spot: poster sessions </li></ul><ul><li>Cancelled conferences now go virtual </li></ul><ul><li>New conferences we could have done before </li></ul><ul><li>Well received </li></ul><ul><li>Unfortunately future in question </li></ul>
  21. 26. Virtual Universe Community <ul><li>An internal Activity Group centering on VWs </li></ul><ul><li>4000+ members </li></ul><ul><li>Hosts “field trips” inside and outside IBM </li></ul><ul><li>Provides stress testing for projects </li></ul><ul><li>Knowledge sharing </li></ul><ul><li>Social activities </li></ul><ul><li>(vote for me!) </li></ul>
  22. 27. Join me on a journey <ul><li>Some introductions </li></ul><ul><li>IBM's Public Engagement in VWs </li></ul><ul><li>IBM VW Product Lineup </li></ul><ul><li>How IBM uses VWs internally </li></ul><ul><li>How IBMers use VWs </li></ul>
  23. 28. We are just like you! <ul><li>About 4 to 8,000 IBMers have SL avatars </li></ul><ul><li>Music, art, shopping, building... </li></ul><ul><li>Some are “notable residents” </li></ul><ul><li>Most are “just people” </li></ul><ul><li>Tend to be more formal/polite </li></ul><ul><ul><li>Internal directory creates accountability for actions </li></ul></ul>
  24. 29. Eightbar <ul><li>Set up as a non-over group for all IBMers </li></ul><ul><li>Became a sort of “secret handshake” </li></ul><ul><li>Use for permissions on a lot of parcels </li></ul><ul><li>Good logic for adding, but not removing </li></ul><ul><li>Some key players left and did not transition </li></ul><ul><li>Mostly defunct now </li></ul>
  25. 30. Diaspora <ul><li>Wave appears to have peaked </li></ul><ul><li>IBMers active in Blue Mars, OpenSim, other places </li></ul><ul><li>I have not seen critical mass in any one other place </li></ul><ul><li>Too early to tell long term implications </li></ul>
  26. 31. Thanks!
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