How Companies Are Using the Second Life Virtual World Mallory K. Pichardo Shiang-Kwei Wang Master of Science in Instructional Technology

Why SL? To lure digital natives Using and creating the most convenient and technologically advanced way to achieve their business goals SL activities range from training exercises to meeting spaces for remote workers To attract more customers To establish brand To reduce training cost To reduce meeting cost

To lure digital natives

Using and creating the most convenient and technologically advanced way to achieve their business goals

SL activities range from training exercises to meeting spaces for remote workers

To attract more customers

To establish brand

To reduce training cost

To reduce meeting cost

Case Study 1: Cisco Systems, Inc. Cisco hardware, software, and service With more than 63,000 employees world wide Joined Second Life for business-to-business customer communication Group meetings Customer education Customer training Product demos

Cisco hardware, software, and service

With more than 63,000 employees world wide

Joined Second Life for business-to-business customer communication

Group meetings

Customer education

Customer training

Product demos

Employees feel… The real value of Second Life for Cisco is the opportunity for spontaneous customer interaction” (Wagner, 2007) More interaction with the in-world inhabitants than with real world customers Closer to each other in the virtual world than in the real world

The real value of Second Life for Cisco is the opportunity for spontaneous customer interaction” (Wagner, 2007)

More interaction with the in-world inhabitants than with real world customers

Closer to each other in the virtual world than in the real world

Case Study 2: Clear Ink & Autodesk Inc. A company that assists other companies An agency that creates online experiences designed to reach customers in a targeted, cost-effective, and measurable way To assist other companies in building their land to increase business flow

A company that assists other companies

An agency that creates online experiences designed to reach customers in a targeted, cost-effective, and measurable way

To assist other companies in building their land to increase business flow

Works with Autodesk Help Autodesk to find a way to direct SL potential customers to certain products Introduce SL to FL attendees of an annual Autodesk networking event Create Autodesk Island that encompassed areas for meetings, a multimedia complex, and demonstration areas Provide tools and enable Autodesk architects, designers and builders collaboratively design and build the land

Help Autodesk to find a way to direct SL potential customers to certain products

Introduce SL to FL attendees of an annual Autodesk networking event

Create Autodesk Island that encompassed areas for meetings, a multimedia complex, and demonstration areas

Provide tools and enable Autodesk architects, designers and builders collaboratively design and build the land

Case Study 3: Kelly Services A Global Staffing Solutions Provider (temporary staffing services, outsourcing, vendor on site and full time placement) Avatars participate in a range of job-scenario activities Tracking participants to keep in touch with avatars

A Global Staffing Solutions Provider (temporary staffing services, outsourcing, vendor on site and full time placement)

Ideas to use SL Offers real-time communication: CNet has reporters embedded full-time in the virtual realm. Marketing: Ben Folds performed his new album at Media Island developed by Sony BMG. Provide scenarios, meetings and events in ways that emulate real life as much as possible: holding charity fund-raisers; selling virtual helicopters; operating dance clubs

Offers real-time communication: CNet has reporters embedded full-time in the virtual realm.

Marketing: Ben Folds performed his new album at Media Island developed by Sony BMG.

Provide scenarios, meetings and events in ways that emulate real life as much as possible: holding charity fund-raisers; selling virtual helicopters; operating dance clubs

Provide customer service Demo products Earning profit: Set up shops to sell digital as well as real world versions of their products Collaboration: I.B.M. and Intel, have used Second Life for meetings, product development and designing simulated services.

Provide customer service

Demo products

Earning profit: Set up shops to sell digital as well as real world versions of their products

Collaboration: I.B.M. and Intel, have used Second Life for meetings, product development and designing simulated services.

Cash? 400 Linden dollars = $1 A typical article of clothing (e.g a shirt) cost around 200 Linden dollars Second Life’s Web site tracks how much money changes hands each day It recently reached as much as $500,000 a day and is growing as much as 15 percent a month

400 Linden dollars = $1

A typical article of clothing (e.g a shirt) cost around 200 Linden dollars

Second Life’s Web site tracks how much money changes hands each day

It recently reached as much as $500,000 a day and is growing as much as 15 percent a month

Start a business in SL In Second Life, a company could buy an “island” for a one-time fee of $1,250 and a monthly rate of $195 a month Company then needs to hire some computer programmers to create objects such as digital cars that people “in world” could actually drive

In Second Life, a company could buy an “island” for a one-time fee of $1,250 and a monthly rate of $195 a month

Company then needs to hire some computer programmers to create objects such as digital cars that people “in world” could actually drive

Issues Should virtual assets be taxed? FL copyright being violated in the SL Exposed employees to insecure environment Maintain an island If you build it, will they come? Employee training Unregulated and unmonitored stock exchanges and banks in SL

Should virtual assets be taxed?

FL copyright being violated in the SL

Exposed employees to insecure environment

Maintain an island

If you build it, will they come?

Employee training

Unregulated and unmonitored stock exchanges and banks in SL