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

GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

The future is here.
It‘s just not widely
distributed yet.
William Gibson
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

CScout is translating
new market developments
into new profit opportunities.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

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
Trend Reports
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

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

8,6 Mio People create their
virtual Second Life.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

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

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

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

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

A real newspaper
for a virtual world.
23rd Issue
L$150,-
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

The Avastar
is the most efficient
marketing activity for
Bild.T-Online ever.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

Beyond Second Life ...
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

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

TV 2.0
is changing
the way you
watch TV.
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

GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

Watch „Lost“
online at
ABC‘s Web TV
for free.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

Watch joost
and interact,
chat, comment,
rate or
select your
favorites.
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

The iPhone is changing
mobile communication
dramatically.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

Usability
on the iPhone
is easy, intuitive
and multi-touch able.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

The iPhone is ready for
your audio and video
contents.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

The Trends
of Media 3.0
... define the
Future of Digital Life.
GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

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

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