Virtual Worlds in Asia
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Presentation given at the workshop on 3D Internet in EU and China in Beijing in March 2009. It covers various examples of 2D & 3D virtual worlds, social networks as well as some interesting legal......

Presentation given at the workshop on 3D Internet in EU and China in Beijing in March 2009. It covers various examples of 2D & 3D virtual worlds, social networks as well as some interesting legal issues, to conclude with more abstract ideas about the "digital third place"

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  • 1. EU-China Information Society Project Virtual Worlds in Asia Trends and Expectations Shaping and Governing the 3-D Internet Benjamin Joffe, CEO | Plus Eight Star | Beijing, 2009.03
  • 2. Foreword
  • 3. Benjamin Joffe ベンジャミン 벤자민 本杰明
  • 4. 4 years 1 year 4 years
  • 5. www.plus8star.com
  • 6. Cross-Market Consulting Telecom & Internet Innovation China | Japan | South Korea
  • 7. 26 events | 98 speakers | 3,296 members | 1,440 companies
  • 8. I am going to talk about 1. What is a virtual world 2. What are their origins 3. What’s the market situation 4. What are the trends 5. What are the legal challenges 6. More complexities 7. The digital third place for 60 minutes
  • 9. Chapter 1. What is a Virtual World?
  • 10. Before getting started…
  • 11. Questions
  • 12. Who uses Internet (almost) every day?
  • 13. Question 2 Yesterday
  • 14. Virtual World?
  • 15. Problem 1 What does “virtual” mean?
  • 16. 3D Analog World Without Server Lag?
  • 17. Online / Offline
  • 18. In- Offline Online between
  • 19. Digital Immigrants & Digital Natives
  • 20. Offline Audience: 300 Online Audience: >30,000 (and counting) Factor 100!
  • 21. Online + Offline = Life
  • 22. Problem 2 What means “world”?
  • 23. Avatars?
  • 24. Video [Superbowl Ad]
  • 25. Key elements (1) Reach (2) Reputation
  • 26. Definition Persistent environment Synchronous communication Personified users
  • 27. Chapter 2. Origins of Virtual Worlds
  • 28. 1981 1984 1992
  • 29. The Matrix (1999) Ghost in the Shell (1989)
  • 30. LambdaMOO (1990)
  • 31. Habitat (Lucasfilm, 1986)
  • 32. Kingdom of the Wind (Nexon, 1996)
  • 33. EverQuest (Sony, 1999)
  • 34. Virtual World Types Platform Community Gaming Business
  • 35. Chapter 3. Market Situation
  • 36. “It’s complicated”
  • 37. >150 virtual worlds
  • 38. In 2008, over US$580 million were invested in 41 virtual goods- related businesses. Source: Virtual Worlds Management
  • 39. Is it a business?
  • 40. Revenue Scale Online games = x 1,000 million Social networks = x 100 million Virtual worlds = x 10 million
  • 41. However: Convergence Online games have revenues Social networks have loyalty Virtual worlds have appeal
  • 42. 2D Worlds
  • 43. Europe & North America
  • 44. Daily Users: 495,210 Monthly unique users: 6.6 million across Facebook & MySpace
  • 45. Service Registered users Revenue 2008 (E) Valuation (E) Habbo 100 mln 50 mln USD 1.25 bln USD Gaia Online 7 mln UV/month 10 mln USD n.a. Stardoll 20 mln 30 mln USD 450 mln USD Club Penguin 12 mln 50-150 mln USD 350-700 mln USD
  • 46. South Korea
  • 47. Japan
  • 48. Service Registered users Revenue 2008 (E) Valuation (E) Cyworld 22 mln 200 mln USD n.a. Mobile Game Town 12.6 mln 250 mln USD 1.4 billion USD Gree 8 mln 60 mln USD 1.2 billion USD Nicotto Town 100,000 n.a. n.a.
  • 49. China
  • 50. 3D Worlds
  • 51. Europe & North America
  • 52. (60% Made in China)
  • 53. Japan
  • 54. Internet Adventure Meet-me (by SEGA)
  • 55. Video [Mii TV ad - 2007]
  • 56. PS3 “Home”
  • 57. 25 million Xbox 360 consoles getting software upgrade?
  • 58. South Korea
  • 59. Video [Nurien Demo]
  • 60. China
  • 61. Chapter 4. Trends
  • 62. Trend 1 Away from Second Life
  • 63. Gaming Mainly Second virtual Life adaptations worlds 2D dating 2005 2006 2007 2008 2009 2D worlds Variety of concepts and revenue models
  • 64. Trend 2 Browser
  • 65. Browser Hybrid Client 2D 3D
  • 66. Trend 3 Virtual goods
  • 67. Business models • Virtual real estate • Virtual currency • Virtual goods • E-commerce • Advertising • Platform licensing • Content creation
  • 68. Chapter 5. Legal Aspects
  • 69. Trademarks
  • 70. Patents
  • 71. Forterra (There.com) vs. IMVU
  • 72. Prior Art
  • 73. Worlds.com vs. NC Soft
  • 74. “System and Method for Enabling Users to Interact in a Virtual Space” (7,181,690)
  • 75. Will patents hurt the market? (“1-click” patent case)
  • 76. Copyrights
  • 77. Who owns what?
  • 78. Facebook’s Terms of Service (TOS) • “We reserve the right, at our sole discretion, to change, modify, add, or delete portions of these Terms of Use at any time without further notice.” • Chronology of the TOS-gate – 2009.02.15 | Change in TOS – Facebook can do whatever it wants with the content – 2009.02.15 | Users uproar – 2009.02.17 | Back to old TOS – 2009.02.26 | Opens its TOS for input from users
  • 79. Terms Of Service (TOS) vs. Regulation
  • 80. Copyright? Civil rights? TOS?
  • 81. Second Life Interview Incident
  • 82. USA: Digital Millennium copyright Act (DMCA) EU: EU Copyright Directive (EUCD)
  • 83. Subpoena? Fair Use?
  • 84. If the effort it takes to file repeated claims is greater than the effort to create an account and repost a video, then certainly something is flawed.
  • 85. My expectation would be that Linden Lab swiftly research that problem and close that loophole. Otherwise it would raise questions about how ready Second Life actually is for professional use.
  • 86. Video [User-Generated Music Video]
  • 87. Commerce of Virtual Goods
  • 88. 400,000 Gold Farmers in China & South Korea?
  • 89. Identity Management
  • 90. “On the Internet, nobody knows you’re a dog.” The New Yorker, 1993
  • 91. “On the Internet, nobody knows you’re a bot.” Wired, 2005
  • 92. “Glider is a tool that plays your World of Warcraft character for you, the way you want it. It grinds, it loots, it skins, it heals, it even farms soul shards... without you.”
  • 93. Single Multiple Use of Shared account accounts Bots account
  • 94. Shared account Use of Bots Whose persona?
  • 95. Online & Offline Identities Real name Pen name Anonymous
  • 96. Identity depends on the social circle
  • 97. Chapter 6. More Complexity
  • 98. Regulating virtual worlds is already complicated for service providers
  • 99. There.com CEO joins the conversation… as a voice over his avatar
  • 100. Video [Fix8 Demo]
  • 101. Obama Outfitted With 238 Motion Capture Sensors For 3-D Record Of Presidency
  • 102. …or not.
  • 103. Lawrence Howard Clay Lessig Rheingold Shirky
  • 104. Chapter 7. The Digital Third Place
  • 105. What is a third place?
  • 106. Economic activities
  • 107. Creative activities
  • 108. Cultural products
  • 109. Social environments
  • 110. Digital Third Place
  • 111. Afterword What Next?
  • 112. Necessary skills for the future?
  • 113. Business is online Online identity & reputation are most important
  • 114. Increase awareness of the risks and how to avoid them
  • 115. Celebrate the benefits
  • 116. About +8*
  • 117. There are more ideas outside your country than inside Tom Kelley CEO, IDEO The 10 faces of Innovation
  • 118. “Innovation Arbitrage” • About us – +8* | Plus Eight Star is the leading cross-market and cross-cultural consultancy in Asia. – We provide local expertise & global perspective on mobile and Internet innovation from China, Japan and South Korea to add value to and accelerate the development of our clients’ businesses. • Our services – Analysis of proven best practices and business models from Asia – Other services: executive study trips, market entry strategy, M&A advisory, partners identification, negotiation support. • Founder & CEO: Benjamin Joffe – 9 years experience with mobile & Internet in Asia – Selected among “China’s Top 100 mobile industry influencers” in 2007 – Regular speaker at events on mobile and Internet in Asia – Fluent in English, Japanese, French with working knowledge of Mandarin, Korean and Spanish
  • 119. Selected References • Adidas | E-commerce strategy for China, Japan & Korea • Bouygues Telecom | Cases studies of leading Asian Web 2.0 services and virtual worlds • Deutsche Telekom / T-Online | Benchmark of Korean mobile & Internet convergence strategies • Hemisphere | Analysis of mobile marketing best practices in Japan and South Korea (Hemisphere is a leading digital advertising agency), analysis of leading social platforms (SNS, virtual worlds, online games). • Microsoft | Analysis of Japan’s key players and market catalysts for mobile commerce market positioning in China • DeNA | Case studies of the best practices of leading social networks in China and South Korea (DeNA operates Mobile Game Town, Japan’s leading mobile SNS service) • China Mobile | Benchmark of Korean leading online communities • Sands Capital Management | Evaluation of China’s investment opportunities in social networks in China
  • 120. Social Contribution • Mobile Monday – Founder of the Mobile Monday forum in Beijing since 2006 (3,000+ members, 23 events, over 80 presentations). • Media – Monthly column on Asian innovation for Asian Business Leaders (one of the leading Chinese business magazines), numerous interviews in international media. • Events – Regular keynote speaker and moderator at Internet, Telecom, Media and Investment events e.g. eComm, ITU Asia, Asia Venture Capital Forum, China Mobility International Summit, O’Reilly’s Graphing Social Patterns, Red Herring Asia, Media 08 Conference, Wireless Developer Forum, Open Web Asia, XMediaLab, Mobile Monday Global Summit, etc.
  • 121. Contact Us www.plus8star.com benjamin@plus8star.com +81 | Japan benjamin0123 +82 | Korea +86 | China http://twitter.com/plus8star Telecom & Internet www.linkedin.com/in/benjaminjoffe + Added Value www.slideshare.net/plus8star * High quality