The Future of
Digital Life
Trends:
Beyond Second Life,
TV 2.0 & iPhone


GfM Special Media 3.0
Online & Mobile eGame Marke...
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
The future is here.
               It‘s just not widely
            distributed yet.
                                     ...
Since 1997 CScout reports
directly from
   the global Hot-Spots
 keeping your fingers
              on the pulse.




 GfM...
CScout is translating
           new market developments
       into new profit opportunities.




GfM Special Media 3.0, A...
We are Screening & Monitoring
                                                   Trends from
                             ...
How we work...




GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
What we also do...

Trend Management System               Executive Trend Tours   TrendPool - Database




               ...
Virtual Worlds
      are adding a new dimension
      to the internet.

      Web 3D is
      becoming reality.




GfM Sp...
A virtual world is a
                                     computer-based simulated
                                     en...
8,6 Mio People create their
                                     virtual Second Life.




GfM Special Media 3.0, August 20...
Second Life (www.secondlife.com) was created in 1999
                                     by Linden Labs, a privately held...
Second Life’s First Millionaire
                                     At the end of November of 2006, Second Life spit out
...
Why is Second Life so successful?

                                     ‣   User Generated: SL is a completely
           ...
Strategies in Second Life.
                                     Advertising & Promotion: Most of the
                     ...
CScout initiated a Innovation Project
                                     for Bild.T-Online AG
                          ...
A real newspaper
                                     for a virtual world.




                                     23rd I...
The Avastar
                                     is the most efficient
                                     marketing activ...
Deutsche Bank worked with CScout to
open a virtual bank in Second Life.

CScout realized the project in
close teamwork wit...
Beyond Second Life ...




GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
Future Virtual Worlds
                                     - Playstation „Home“.
                                     Home...
Future Virtual Worlds - Playstation „Home“.
                      Official Trailer (Quicktime Video)




GfM Special Media ...
TV 2.0
                                     is changing
                                     the way you
                 ...
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
Watch „Lost“
                                     online at
                                     ABC‘s Web TV
            ...
Watch joost
                                     and interact,
                                     chat, comment,
       ...
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
The iPhone is changing
                                     mobile communication
                                     dram...
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
Usability
                                     on the iPhone
                                     is easy, intuitive
     ...
The iPhone is ready for
                                     your audio and video
                                     con...
Mobile Web
                                     on the iPhone
                                     is easy to use, flexible...
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
The Trends
                                     of Media   3.0

        ... define the
      Future of Digital Life.


GfM ...
iPhone
                             CScout is helping
                                                  is changing
      ...
Let‘s get it started....
CScout thank you for listening




                                CScout USA, Headquarters
     ...
The Future of Digital Life
The Future of Digital Life
The Future of Digital Life
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The Future of Digital Life

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Presentation about the Future of Digital Life. Speech by Monty Metzger at the GfM Special "Media 3.0" in Leipzig.

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The Future of Digital Life

  1. 1. The Future of Digital Life Trends: Beyond Second Life, TV 2.0 & iPhone GfM Special Media 3.0 Online & Mobile eGame Marketing Leipzig - August 21, 2007
  2. 2. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  3. 3. The future is here. It‘s just not widely distributed yet. William Gibson GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  4. 4. Since 1997 CScout reports directly from the global Hot-Spots keeping your fingers on the pulse. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  5. 5. CScout is translating new market developments into new profit opportunities. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  6. 6. We are Screening & Monitoring Trends from early signals to radical innovations. High Climax: Mass Market Early Adoptors: Impact Trend-Setters Followers: Fast & Late Followers Innovators: Lead Users Retro Trends Low Low High Duration GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  7. 7. How we work... GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  8. 8. What we also do... Trend Management System Executive Trend Tours TrendPool - Database Trend Reports GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  9. 9. Virtual Worlds are adding a new dimension to the internet. Web 3D is becoming reality. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  10. 10. A virtual world is a computer-based simulated environment intended for its users to inhabit and interact via avatars. Definition - Virtual World GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  11. 11. 8,6 Mio People create their virtual Second Life. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  12. 12. Second Life (www.secondlife.com) was created in 1999 by Linden Labs, a privately held company. The founder is Philip Rosedale, the former CTO of RealNetworks. The creator, Rosedale, says he got the idea back in 1992 when his wife handed him a copy of the book Snow Crash by Neal Stephenson. Snow Crash is basically a sci-fi story about a hero in the future who unravels a mystery that transverses both the real world and the “Metaverse.” “Metaverse” is a 3-D virtual universe online. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  13. 13. Second Life’s First Millionaire At the end of November of 2006, Second Life spit out its first millionaire. The millionaire is Anshe Chung, whose fortune in Second Life includes virtual real estate, cash holdings in Linden dollars, and several brands in Second Life. She also has significant virtual stock market investments in Second Life. Born in China, she is currently a citizen of Germany. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  14. 14. Why is Second Life 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: Second Life has its own economy and a currency referred to as Linden Dollars (L$). Though the exchange rate fluctuates, as of August 2007 it is reasonably stable at around L$ 270 to one US dollar. Residents trade real currency via credit card or paypal into L$ The Second Life Currency Exchange acts as a real financial market ‣ Explorative Interaction & Communication: Users are called residents and appear as avatars. Second Life provide an advanced level of a social network service combined with general aspects of a metaverse (3D virtual world). GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  15. 15. Strategies in Second Life. Advertising & Promotion: Most of the companies are currently investing in SL as an alternative advertising and promotional platform (for example Sony BMG Artists Promotion). Generating a buzz worldwide Virtual Business: The virtual shops are mainly used to display and sell virtual items (for example Adidas Store).Virtual spaces are usually connected to an external online website. Education & Future Market: Stage events, speeches and seminars (Intel in Second Life New York Live Window)Experiment a new type of interaction with the users Use Second Life as a test laboratory for the future of the internet (IBM) E-Learning, Recruitment, Internal Workshop and conferences. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  16. 16. CScout initiated a Innovation Project for Bild.T-Online AG (Axel-Springer Verlag). CScout developed the concept for „The Avastar“ and realized the concept within Second Life. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  17. 17. A real newspaper for a virtual world. 23rd Issue L$150,- GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  18. 18. The Avastar is the most efficient marketing activity for Bild.T-Online ever. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  19. 19. Deutsche Bank worked with CScout to open a virtual bank in Second Life. CScout realized the project in close teamwork with IBM and Vok Dams. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  20. 20. Beyond Second Life ... GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  21. 21. Future Virtual Worlds - Playstation „Home“. Home is a real-time online 3D, networked community available on the Playstation 3.  It allows users to interact, communicate, join online games, shop, share private content and even build and show off their own personal spaces to others in real time.  With an avatar uniquely customized according to each user’s preference, users can explore the 3D community that is Home – a sleek, modern environment featuring spacious common areas; custom spaces dedicated to specific games; and personal apartments. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  22. 22. Future Virtual Worlds - Playstation „Home“. Official Trailer (Quicktime Video) GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  23. 23. TV 2.0 is changing the way you watch TV. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  24. 24. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  25. 25. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  26. 26. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  27. 27. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  28. 28. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  29. 29. Watch „Lost“ online at ABC‘s Web TV for free. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  30. 30. Watch joost and interact, chat, comment, rate or select your favorites. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  31. 31. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  32. 32. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  33. 33. The iPhone is changing mobile communication dramatically. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  34. 34. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  35. 35. Usability on the iPhone is easy, intuitive and multi-touch able. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  36. 36. The iPhone is ready for your audio and video contents. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  37. 37. Mobile Web on the iPhone is easy to use, flexible and application ready. Integrated: Google Maps, YouTube. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  38. 38. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  39. 39. The Trends of Media 3.0 ... define the Future of Digital Life. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  40. 40. iPhone CScout is helping is changing you to keep mobile ahead of time. communication. TV 2.0 is changing Virtual Worlds the way we watch TV. will be relevant for your business. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  41. 41. Let‘s get it started.... CScout thank you for listening CScout USA, Headquarters CScout Trendberatung GmbH Trogerstrasse 48 81675 München, Germany Monty Metzger Managing Director CScout Japan eMail: monty@cscout.com Tel:. +49 (0) 89 - 23 22 56 75 TrendBlog & Newsletter www.cscout.com CScout China GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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