Virtual World Opportunities: Second Life and Beyond

Virtual World Opportunities: Second Life and Beyond Siemens Global Web Conference Kloster Seeon, June 1, 2007

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 Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Executive TrendTour New York City, 18. - 20. July 2007 3 days of Trends & Innovation: - „The Future of Media“ - „The Future of Marketing“ - „Consumer Generated Media“ Request your TrendTour today. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Today software enables anybody to become an author, journalist or ﬁlm maker. Attention Economy - Self-representation ‣through avatars (online gaming), ‣voice (podcast) and ‣as actor (video) or ‣author (weblogs). Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

The average Gamer is 32 years old. The average age of the most frequent game buyer is 40 years old. 69% of American heads of households play computer and video games. Thirty-eight percent of all game players are women. * From the Entertainment Software Association. The stats are a combination of both computer and console gaming. Siemens Global Web Conference, Juni 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 Siemens Global Web Conference, Juni 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. Siemens Global Web Conference, Juni 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. Siemens Global Web Conference, Juni 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$). Though the exchange rate ﬂuctuates, as of February 2007 it is reasonably stable at around L$ 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). Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Real Life Companies 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 Second Life. 20th Century Fox, Adidas Reebok, American Apparel, American Cancer Society, Axel Springer AG- Bild.T- Online, BBC Radio, Centric, Creative Commons, Dell, Disney, Endemol - Big Brother, Eudoxa, Gabetti Property Solutions, Harvard Law School, IBM, Leo Burnett, Lichtenstein Creative Media, Max March Industries, Mazda, MLB.com, MTV, Intel, The New Media Consortium, PA Consulting Group, Reuters, Starwood Hotels, Sun Microsystems, TELUS Mobility, Text 100, Toyota, Universal Motown Records Group, Mercedes Benz, BMW, Deutsche Post, T-Online, Pontiac, Wired Magazine, Sony BMG, Calvin Klein, Loreal... ABN Amro, BCV, BNP Paribas, ING Bank, Saxo Bank, Wells Fargo. Siemens Global Web Conference, Juni 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. Siemens Global Web Conference, Juni 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. Siemens Global Web Conference, Juni 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. Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Shopping is different in Virtual Worlds. Different... ... Payment Methods ... Consumer Behavior ... Needs & Wishes Same... ... Identity ... Products ... Brands? Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

Virtual Worlds CScout is helping will be relevant you to keep for your business. ahead of time. You can proﬁt from There are new virtual business to gain emerging real business. Virtual Worlds. Siemens Global Web Conference, Juni 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 Siemens Global Web Conference, Juni 2007 © 2007 CScout Trendberatung

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Virtual World Opportunities: Second Life and Beyond

by Monty Metzger on Jun 01, 2007

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Virtual World Opportunities: Second Life and Beyond — Presentation Transcript