Germany in 3D Update 2010


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Germany in 3D Update by Sandra Lendorf (Cologne) and Jan Northoff (Berlin). Digital Virtual Environment

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Germany in 3D Update 2010

  1. 1. Germany in 3D: Critical Mass Reach through Economies of Scale The coalition benefits from the perspective of the founding member projects Jan Jan Northoff • Sandra Lendorf Metameets – Dublin, May 2010
  2. 3. The members of Germany in 3D in 2010 Berlin Köln München Koblenz Simulacron Saarland Erzdiözese Freiburg Baden-Württemberg
  3. 4. Germany in 3D: Why it had to be done <ul><li>Back in the days: </li></ul><ul><ul><li>1 Million SL accounts (no free basic account) </li></ul></ul><ul><ul><li>Early adopter, experimental usage, closed community </li></ul></ul><ul><ul><li>Several great Projects, but not been recognized by public </li></ul></ul><ul><li>Hype and Anti-hype: </li></ul><ul><ul><li>Free membership, extreme growth (Gartner Hype Cycle) </li></ul></ul><ul><ul><li>New commercial SL projects became famous, but lack of quality/time </li></ul></ul><ul><ul><li>Frustration of old and new users/developers because of commercial burn-out </li></ul></ul><ul><li>Financial Crises: </li></ul><ul><ul><li>Death of all commercial Projects because of lack of long term concepts: </li></ul></ul><ul><ul><li>Also death of experimental, and serious long term Projects. </li></ul></ul>
  4. 5. <ul><li>Strong Community Target Group: </li></ul><ul><ul><li>1 Million citizens in Real Life </li></ul></ul><ul><ul><li>12 Million people living nearby </li></ul></ul><ul><ul><li>Extraordinary high identification of Cologne citizens with their hometown </li></ul></ul><ul><li>Strong skills: </li></ul><ul><ul><li>High quality 3D Building </li></ul></ul><ul><ul><li>Community Experience </li></ul></ul><ul><ul><li>Strategic Business Background </li></ul></ul><ul><li>Strong market growth: </li></ul><ul><ul><li>„ Second Life Hype“ </li></ul></ul>City project „Virtuelles Köln“: the situation 2006 / 2007
  5. 6. <ul><li>Strong Project Assets: </li></ul><ul><ul><li>Strong Community Growth Rate </li></ul></ul><ul><ul><li>3 Showcase Entries </li></ul></ul><ul><ul><li>Community Gateway </li></ul></ul><ul><ul><li>Member of Sister Cities in SL </li></ul></ul><ul><ul><li>Member of Germany in 3D </li></ul></ul><ul><li>Market stagnation: </li></ul><ul><ul><li>„ Second Life Anti-Hype“ </li></ul></ul><ul><li>Very successful project … within the given market circumstances </li></ul>Virtuelles Köln: the progression after 2007
  6. 7. Critical Mass Reach in the highly growing vs. almost stagnating market User Awareness Press Awareness, Traffic, Transaction Costs Rentability, Event Management Efficiency, ... Time Critical Mass 2007 => 2009 2007 => 2009 Efficiency
  7. 8. <ul><li>Average time until a user gets aware of other German projects and gets curious to watch them decreases </li></ul><ul><li>Probability that a journalist is willing to keep an eye on the project members‘ major news increases; no journalist would ever „hop“ through all project members‘ individual websites </li></ul><ul><li>Common traffic gets closer to the critical mass for advertisement efforts </li></ul><ul><li>Advertisement „out of one hand“ significantly lowers the transaction costs at for a high target group coverage </li></ul><ul><li>Common User Base high enough to easily generate really crowded events </li></ul><ul><li>Experienced Event Management Staff flexible available </li></ul><ul><li>Shared Marketing Expenses </li></ul>The significant advantages in detail
  8. 9. <ul><li>Sharp and valuable project profile </li></ul><ul><li>Clear objectives & mid to long term orientation </li></ul><ul><li>Low competition / high supplementation between the project members </li></ul><ul><li>Ongoing autonomy, independece and clear individual profiles of all project members </li></ul><ul><li>Democratic decision processes </li></ul><ul><li>Inworld Communication Skills </li></ul><ul><li>Explicit consense about the membership rules </li></ul><ul><li>Geographic growth options for all project members </li></ul>The constraints for sustainable success
  9. 10. Germany in 3D: The Future <ul><li>Together we are strong: </li></ul><ul><ul><li>Totally different kind of members work together </li></ul></ul><ul><ul><li>Important weekly meeting; several additional meetings in different working groups </li></ul></ul><ul><ul><li>All important decisions are made democratic (voting) </li></ul></ul><ul><ul><li>More members will join in the Future </li></ul></ul><ul><li>Expanding the Boundaries: </li></ul><ul><ul><li>Shared organisation and investments on „mega events“ </li></ul></ul><ul><ul><li>- Life Parade </li></ul></ul><ul><ul><li>- Karneval </li></ul></ul><ul><ul><li>- Easter Hunt </li></ul></ul><ul><ul><li>Shared organisation and investments on PR/Media </li></ul></ul><ul><ul><li>Common Website v2.0 (several new features) </li></ul></ul><ul><ul><li>Diverse media use (e.g. shared radio) </li></ul></ul>
  10. 11. Seminal Considerations GmbH Division Seminal 3D Lindenstrasse 14 Toreinfahrt / unit Medienhaus D-50968 Köln (Cologne) Phone: +49-221-80060633 Co-Founder and Member of GmbH Hannoversche Str.3 10115 Berlin Phone: +49-30-55959464