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020908 Handshaw Workshop

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This presentation is from a one day workshop I did that covers Web 2.0 and 3D internet technologies and how they are transforming learning

This presentation is from a one day workshop I did that covers Web 2.0 and 3D internet technologies and how they are transforming learning

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    • 1. Dr. Tony O’Driscoll Fuqua School of Business, Duke University Learning Gets a Second Life Demystifying Web 2.0 and 3Di Technologies for Learning
    • 2. Quick Lesson/Test and Disclosure/Disclaimer! Learn the Truth about the Matrix Life Goes On As Is
    • 3. Spheres of Knowledge Questions
      • Webvolution
      • VSW/MMORPG
      • 7 Sensibilities
      • 3D Learning Archetypes
      • 3Di Adoption Patterns
      • 3D Vendors
    • 4. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation & Seven Scary Problems
    • 5. Module Format Presentation and Dialogue Practical Application Critical Reflection 45 20 20
    • 6. Red Pill or Blue Pill? Learn the Truth about the Matrix Life Goes On As Is
    • 7. I Come to you Today as an Educator who NEEDS your HELP My Vision My Reality
    • 8. Meet another Fellow Educator: My Grandfather Michael O’Driscoll
    • 9. Examining Change in my Grandfather’s Lifetime Transatlantic radio Electricity Radio networks Telephone system Automobiles Air travel Washing machines Television Global monetary system Interstate highway system Highrise buildings Electronic computers Space travel Satellite communications The Internet Global positioning system Cable television systems
    • 10. Meet My Kids Aidan O’Driscoll Liam O’Driscoll
    • 11. Examining Change in my Kid’s Lifetime Pair Up: Decide what to put in the box! By the year 2010 the codified information base of the world is expected to double every ______ (2 minutes) 11 Hours
    • 12. Did You Know?
    • 13. A Digital Divide of a Different Kind Explosion of information Hyperinflation of time Accelerated pace of change Constancy in human cognitive ability Digital Divide 100y=20,000y
    • 14. Future View: When Aidan is 27 and Liam is 24 By 2009 computers will disappear . Visual information will be written directly onto our retinas by devices in our eyeglasses or contact lenses. Going to a “website” will mean entering a virtual reality environment. By 2029 we will have billions of nanobots traveling through the capillaries of our brain communicating directly with our biological neurons . Nanobots will take up positions close to very interneuronal connection coming from all of our biological sensory receptors. When we want to experience NON-VIRTUAL reality, the nanobots will just stay still. If we want to experience virtual reality, they will suppress all input coming from the real senses and replace them with the appropriate signals Kurzweil
    • 15. My First Question to My Fellow Vizthinkers? What can we do to help the next generation cope with the this digital divide of a different kind?
    • 16. 3Di is enabled by a series of platforms that allow individuals to independently create and capture value Reputation Platform (Sales) 3Di Web 2.0 Web 1.0 Access Participate Value Proposition Poster Children Platforms Find Access Platform (Transaction Fees) Search Platform (Advertising Fees) Commerce Platform (Sales) Participation Platform (Membership Fees) Referral Platform (Referral Fees) Alternate Currency Platform (Exchange Fees) Share Collaborate Co-Create Creation Platform (In-World Sales)
    • 17. These platforms are profoundly changing the role of the enterprise and the traditional employee/employer contract 3Di Web 2.0 Web 1.0 Access Participate Value Proposition Poster Children Find Share Collaborate Co-Create Entrepreneurial Capitalism Enterprise Endeavor Employee Entrepreneur Control Resources Orchestrate Value Transfer Provide Products and Services Provide Value Transfer Platforms
    • 18. Web 2.0 and the 3D internet usher in the age of the Free Range Learner 3Di Web 2.0 Web 1.0 Access Participate Value Proposition Find Share Collaborate Co-Create Learning Progression Poster Children
    • 19. Some Insights from Einstein and Shank It is, in fact, nothing short of a miracle that the modern methods of instruction have not yet entirely strangled the holy curiosity of inquiry The method people naturally employ to acquire knowledge is largely unsupported by traditional classroom practice . The human mind is better equipped to gather information about the world by operating within it than by reading about it, hearing lectures on it, or studying abstract models of it.
    • 20. Some Insights from Father Guido Sarducci
    • 21. Web 2.0: Welcome to the Participatory Read-Write Web Blogs Wikis Podcasts RSS Collective Intelligence Peer-to-Peer Social Networking Web Services Mash Ups Tagging
    • 22. Some Insights from Jay Cross Getting things done requires good connections, both the human kind and the Internet kind. Schooling has confused us into thinking that learning was equivalent to pouring content into people’s heads. It’s more practical to think of learning as optimizing our networks.
    • 23. From Individual Skills to Team Insights Individual Team Skills Insights Crowd Source Model Competency Model Tune your Network Close your Skill Gaps
    • 24. Virginia Tech Tragedy: Web 2.0 to the Rescue From blogging to cellphone video, technology has forever changed the way we process and communicate about tragedy — in good ways, and perhaps bad. Since Monday, there has been a non-stop flood of postings on the popular Facebook student site, on MySpace and LiveJournal , and on personal blogs — expressing everything from grief to anger to confusion. "What better place to mourn someone than a place that they themselves built to express who they are, and a place where the deceased and his or her friends may have spent a great deal of time interacting?”
    • 25. Web 2.0: A new type of communication and collaboration between people?
    • 26. My Second Question to My Fellow Educators How must we redefine the very notion of education in a Web 2.0/3Di world?
    • 27. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation & Seven Scary Problems
    • 28. Synthetic Worlds: Demographics and the Digital Divide
      • 81% of the business population age 34 or younger are gamers
      • 56 million are old enough to be employees
      • 7 million are already managers in the current workforce
      Sources: Merrill Lynch 1999, Beck and Wade, Got Game., Prensky, Digital Game Based Learning Digital Immigrants Digital Natives The new generation is huge, 90 million people in the US alone. Already there are more of them around than there are baby boomers. Beck and Wade
    • 29. Workforce Trends: Generational Divide
    • 30. Welcome to the Metaverse and MMORPGs
    • 31. A New Generation: Games and Gamers as they relate to business Our research shows that this new generation is very different from the boomers in ways that matter to the business. Beck and Wade
      • They desire systematically different goals in life
      • They have systematically different ways of working
      • How they compete, fit into teams, take risks are all different in statistically verifiable ways
      • They choose systematically different ways to learn
      Sources: Beck and Wade, Got Game, 2005
    • 32. How familiar are you with massively multiplayer online virtual worlds such as Second Life or World of WarCraft?
    • 33. Familiarity Statistics Source: e-Learning Guild 360 Report – Immersive Learning Simulations. Feb. 2007 All Data: (Industry, Job Level, Company Size, # Learners Impacted)
    • 34. Describing Virtual Social Worlds (VSWs) Second Life, was designed from its inception for a much deeper level of participation . It provides its residents with the equivalent of atoms – small elements of virtual matter called primitives – so they can build things from scratch The Economist Second Life is some unholy offspring of the movie The Matrix , the social networking site MySpace .com and the online marketplace eBay Business Week Sources: Business Week April 2006, The Economist. Living a Second Life, Sept. 28, 2006
    • 35. Second Life Statistics Source: Joe Miller. Linden Lab All Data: (Industry, Job Level, Company Size, # Learners Impacted)
      • 16 Million Members
      • 1.1 Million Active Residents
      • 350,000 Hours of Use Per Day
      • 87,500 Hours Development Time/Day
      • $1.6 B worth of Free Work per Year
      • 163 Virtual Square Miles (5X Boston)
      • 520,000 Unique Items traded/Month
    • 36. Why Now? – VWs and MMORPGs as an Economic Force Sources: Business Week April 2006, Beck and Wade, Got Game., Castranova, Synthetic Worlds Clearly if social activity migrates to synthetic worlds, economic activity will go there as well. Castranova
      • Paying to Play
        • Over 15 “worlds” with over 100K subscribers
        • Software averages $50 plus $10-15/month
      • Game Markets
        • Virtual goods are bought and sold within games
        • Virtual goods, currency and avatars sold for real currency via auctions
        • The volume of annual trade in synthetic worlds above $1 Billion
      • Game Economics
        • Everquest’s GDP made the virtual currency of Norrath the 77 th largest country in the world – somewhere between Bulgaria and Russia
      Americans are now spending more on games each year than they do going to the movies and more time at home playing games than watching rented movies. Castranova
    • 37. Describing MMORPGs Most MMORPGs offer players pre-fabricated or themed fantasy worlds . The Economist In typical battle scenarios guild members are confronted by multiple enemy agents . In the span of seconds, the risk-analysis, opinions and decisions of the group, or the solitary actions of a particular guild member will determine the life or death of all members of the group Nick Yee Sources: The Economist. Living a Second Life, Sept. 28, 2006; Nick Yee, Demographics of MMPRPGs
    • 38. MMORPG Statistics
      • 73 million online gamers worldwide
        • 38% (27 million) are hard core users
        • 10 million in the US
        • Asia has highest subscription rates to games
      • Average Online Gamer Profile
        • 27 years old (Range is 11-68)
        • Only 25 % are teen-agers
        • 50% work full time
        • 20 Hours per week playing online
      • 53% of current gamers expect to be playing as much or more in 10 years as they do today
      Sources: Nick Yee. Demographics of MMORPGS 2005, Castranova, Synthetic Worlds 2005, Wired, Making a Living in Second Life Gaming is far broader than we tend to assume. Already five out of every ten Americans – about 145 million consumers and employees – play video games. Beck and Wade O’DRISCOLL WADA TRIPP I confidently predict my children (4 and 6) will end up working in one of these worlds Hunter
    • 39. Synthetic World Classifications Source: The Real Business of Virtual Worlds, Paul Jackson. Forrester. March 2, 2007
    • 40. Dimensions of the Metaverse Source: Virtual Worlds: Real Opportunities. Gartner IT Symposium, April 22, 2007
    • 41. Analyst Positioning Source: Virtual Worlds: Real Opportunities. Gartner IT Symposium, April 22, 2007
    • 42. VSWs and MMORPGs: Kin But Not Twins! Sources: The Economist. Living a Second Life, Sept. 28, 2006; Nick Yee, Demographics of MMPRPGs Unbounded Space Social Interaction Communities User Created Content Business VSW MMORPG Avatar-Mediated Persistent World Reputation Immersive Interactive Real-Time Communication Virtual Economy Assets Unbounded Space Social Interaction Communities User Created Content Business Opportunity Bound by a Narrative Defined Roles NPCs Rules Tokens Ranks and Levels
    • 43. Key Question: Are Synthetic Worlds a work future that has not yet been distributed to the corporate context? Soon it may be time to redefine what we in the business world think of as “the enterprise.” The future might consist of a billion one-person enterprises - people who move freely from project to project as their skills and focus shift In such a collaborative, contribution based environment, the role of the traditional enterprise would shift to orchestration and facilitation of the endeavors between these individuals or groups Source: GIO 2.0
    • 44. Our Specific Research Question Source: GIO 2.0, p. 21, 22 As business becomes increasingly distributed and virtual in nature, what kinds of leaders will emerge and what attributes will they have?
    • 45. Two Minute Overview Deborah Wince-Smith President, Council on Competitiveness
    • 46. Phase I: Research Approach
      • The goal of the games and leadership project was simple – armed with a representative model of leadership , examine individual and group behavior in complex multiplayer games to determine what aspects of a traditional model, if any, should be reconsidered.
      50 Hours of video capture in 5 different titles (11 Vignettes) 10 One-Hour Interviews with prominent Guild Leaders 173 Online Surveys covering Leadership in Guilds Sloan Model Visioning Inventing Sense- making Relating Framework Analysis Report Source: Seriosity Report, p. 3.
    • 47. Phase I: Three Primary Conclusion Sets
      • Traditional Leadership Skills are Necessary in Games but there are Differences in Relative Emphasis
          • Relating and Inventing are Emphasized in the Games
          • Mainstream Game Narratives Require less Visioning and Sensemaking
          • Games/Virtual Environments Without Strong Narratives Require Different Skills
      • Leadership Attributes Unusual in Traditional Businesses are Common in Games
          • Leadership Happens Fast
          • Leadership Roles are Often Temporary
          • Risk Taking is Encouraged
          • Practice is Plentiful
      • Leadership is a Property of Environments, Not Just Individuals
          • Incentives: Economies are the Psychological Infrastructure for Games
          • Transparency: Many kinds of Important Information are Easily Available
          • Connections: Communication Channels are Numerous and Useful
      Source: Seriosity Report, p. 10, 19, 24.
    • 48. Phase I, Conclusion 2: Unusual Leadership Attributes “ I used to worry about not having what I needed to get the job done… Now I think of it like a quest; by being willing to improvise, I can usually find the people and resources I need to accomplish the task." Colin Stewart, “Learning from Online Games” Fast Moving Temporary Roles Risk Taking is Required Frequent Opportunities for Trial-and-Error
    • 49. Phase I Conclusion 3: Environmental Factors
      • Our study of leadership in online games has led us to ask different questions:
        • Why can’t we also develop environments that make effective leadership easier?
        • What properties of environments facilitate effective leadership?
      • There are at least three properties of game environments that facilitate effective leadership :
        • Incentives provided by explicit virtual economies
        • Transparency of many kinds of important and conveniently organized information
        • Connections through a variety of specialized communication channels
      • When all three aspects are present and interrelated in the right ways, then people can manage themselves to a large degree, players know what they should be doing, and it is easier for leaders to be effective.
      Source: Seriosity Report, p. 24.
    • 50.
      • Use the world of MMORPGs as a window for studying the future of leadership at large, increasingly distributed and virtual global enterprises
      • Collect and analyze unique data from experienced gamers and gaming leaders who also work for a leading globally integrated enterprise, namely IBM
      • Make initial recommendations for enterprises and leaders regarding the development of future leadership capability within the organization
      • Research emerging literature on gaming and its relevance to business leadership
      • Survey IBM professionals who participate in online gaming to identify:
        • How successful leaders act within MMORPGs and organizations
        • What aspects of the game environment leaders use to enable their teams to succeed
      • Analyze survey results and develop recommendations for globally integrated enterprise leaders
      Research Approach Study Objectives Study Approach
    • 51. Successful leaders use the right tools to support their behaviors Leader Behaviors Game Environment &Tools Perception of Relevance to Business
      • Visioning
      • Evaluating
      • Collaborating
      • Executing
      • Structure, Role, and Progression
      • Incentives
      • Transparency
      • Communication, Collaboration, and Connection
      Study Focus (Phase II) “ Online gaming is starting to change American workplaces. It's a development that is barely in its infancy but holds promise for improving how the electronic office functions, especially for online team members who are miles, or thousands of miles, apart." – Colin Stewart, “Learning from Online Games”
    • 52. Leader Behaviors
    • 53. Leader Behaviors In Corporate and MMORPGs
    • 54. Structure, Role, and Progression Incentives Transparency Communication, Collaboration and Connection Most important environmental factors within MMORPGS Key Environmental Factors
      • Identify and develop the skills/abilities of your character
      • Understand your character’s role within the guild
      • Accumulate assets and earn status/experience/points
      • View operational status and communication channels simultaneously
      • Communicate in real-time on multiple-channels
      • Navigate instantly to the place where people you want to connect with are located
    • 55. Survey respondents believe the linkages between leadership in online games and in the corporate world are relevant
      • of survey respondents believe that MMORPG leadership approaches can be used to improve leadership effectiveness within the enterprise
      • of survey respondents state that game-playing has improved their real-world leadership capabilities
      • of respondents believe that the environmental factors within MMORPGs can be applied to enhance leadership effectiveness for the globally integrated enterprise
      39% 49% 75% “ The trick for today’s business leadership is to get away from thinking about traditional work and incentive models -- i.e. What has been done -- and get thinking about MMORPG parallels” Survey respondent Study Findings (Phase II)
    • 56. Violence overshadows gaming potential for learning
      • Gamers have amassed thousands of hours of rapidly analyzing new situations, interacting with characters they don’t really know and solving problems quickly and independently.
      Sources: Seely Brown, Wired Magazine; Wade and Beck, Got Game, 2005 The typical video game is not the blood-spattering, media-grabbing, parent-stressing, cartoon that makes the nightly news. Instead, it’s a massive problem-solving exercise wrapped up in the veneer of an exotic adventure Wade and Beck
    • 57. Games and changed behavior
      • The fact that they don’t think of game play as training is crucial. Once the experience is explicitly educational, it becomes about developing compartmentalized skills and loses its power to permeate the player’s behavior patterns and worldview.
      • In typical guild battle scenario, in the span of 10 seconds, the risk-analysis, opinions, and decisions of the group or the solitary actions of a single member will determine the life or death of the group.
      Sources: Seely Brown, Wired, 2005 When role-playing gamers team up to undertake a quest, they often need to attempt particularly different challenges until they find the blend of skills, talents and actions that allow them to succeed. This brings about a profound shift in how they perceive and react to the world around them Seely Brown
    • 58. Games, personalized learning and the teachable moment
      • The learnings that occur within the game are surfaced at the moment where the lack of capability of the individual intersects with the need to have that capability to survive.
      • Games are engineered so that teachable moments are surfaced at every turn. Those teachable moments are not the same for everyone, but the areas being covered in the game are encountered, consumed, and applied based on the experiences of the player not the mandate of the teacher
      Sources: O’Driscoll, Training and Development 2006 Games are contextual and personal . No two people who go through a game can be expected to emerge with the same experience. That is precisely the design of point of these environments O’Driscoll
    • 59. The innovation required to sustain U.S. wage premiums can be enabled via immersive learning environments “ It’s all about competitiveness …To maintain our wage premiums, we must offer the world something that others cannot – leading edge science and technology, the most important products and services, the most ingenious marketing campaigns, the most innovative designs, new business models, and excellence in global supply chain management. This kind of work requires deep creativity and imagination, strategic and analytical thinking, decision-making, excellence in planning and execution, and adaptation to rapid change. These key skills are the skills people exercise when they play sophisticated digital games. Deborah Wince-Smith President, Council on Competitiveness Source: e-Learning Guild 360 Report – Immersive Learning Simulations. Feb. 2007
    • 60. Resources Phase I GIO Report Phase II IBV Report
    • 61. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation & Seven Scary Problems
    • 62. Avoiding the Routinization Trap Gutenberg Lumiere 3Di+Learning = Digital Avatars in Digital Classrooms looking at Digital PPT Trevithick
    • 63. What makes this Medium Different?
    • 64. Synthetic World Sensibilities The Sense of Self The Death of Distance The Power of Presence The Sense of Space The Capability to Co-Create The Pervasiveness of Practice The Enrichment of Experience
    • 65. The Sense of Self
    • 66. The Death of Distance
    • 67. The Power of Presence
    • 68. The Sense of Space, Scale, Complexity and Perspective Source: Joe Miller, Linden Labs
    • 69. The Capability to Collaboratively Co-Create
    • 70. The Pervasiveness of Practice Source: Joe Miller, Second Life
    • 71. The Enrichment of Experience Sources: Chris Davis, IBM
    • 72. Experience a Better Life Sources: Machnima Better Life Video
    • 73. Enrichment of Experience: Personal Story My name is Arie (Lionel) Librescu and I am Liviu's younger son. I am writing to you regarding the "Virginia Tech Second Life Memorial" Video tribute you have posted on YouTube.com. My family and I would like to thank you very much for the kind and beautiful gesture. Personally, your video has moved me very much and I would like to thank you very much for it. I wish you all the continued luck and success in life. Arie Librescu
    • 74. The White-Space for Learning in Virtual Environments Technology Discontinuity Business Response Learning Response Learning Innovation Internet e-Business e-Learning Blended Learning Portal Technology On-Demand Business Workflow Learning On-Demand Learning 3D Internet v-Business Serious Games White Space
    • 75. Synthetic Worlds = Platforms for Experiential Learning? Source: Joe Miller, Linden Labs A platform with creative freedom Real time 3D simulation and collaboration Training and Research Rapid, cost-effective prototyping Community Building Non-Traditional, highly engaging experiences Attributes
    • 76. Learning via the First-Person Interface
    • 77. The potential for productive, generative experiential learning enabled by virtual worlds is significant. John Seely-Brown Education is going through a large-scale transformation toward a more participatory form of learning. Rather than treat pedagogy as the transfer of knowledge from teachers who are experts to students who are receptacles, educators should consider more hands-on and informal types of learning. These methods are closer to an apprenticeship, a farther-reaching, more multilayered approach than traditional formal education . We are learning in and through our interactions with others while doing real things. I'm not saying that knowledge is socially constructed, but our understanding of that knowledge is socially constructed. It is in participation with others that we come into "being" and internalize our own understandings of the world.
    • 78. Synthetic World Learning Levers Source: With some help from Roger Shank’s use of same Mnemonic for Scenario Based learning F low R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 79. Intention to Apply in Next 12 Months Source: e-Learning Guild 360 Report – Immersive Learning Simulations. Feb. 2007 All Data: (Industry, Job Level, Company Size, # Learners Impacted) All Data: (Industry, Job Level, Company Size, # Learners Impacted)
    • 80. Example: Educational Institutions F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 81. Example: Customer Service Role Play F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation Source: Forterra Systems
    • 82. Example: Experiencing the Weather F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 83. Example: Getting Under Your Skin F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 84. Example: On-Boarding New Hires Across the Globe F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 85. Example: A Trip to the Doctor’s Office F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 86. Example: Breaking out of a Cell F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 87. Application: Vizualizing the Enterprise F ailure R epetition E xperimentation E ngagement D oing O bserving M otivation
    • 88. Common Sense from Stephen Downes As an educator, your approach to Web 2.0 should NOT be to ask what can blogs, wikis, podcasts, social tagging, YouTube, SecondLife and Moodle mean for my learning strategy or my learners? Instead start in the most obvious place, yourself. Start a blog, and begin to build your own Personal Learning Environment. Common Sense does not equal Common Practice
    • 89. The Sweet Spot: Serious Virtual Play It is not about creating clever ideas, it is about creating clever interactions between people who improvise with each other Michael Shrage I began exploring the properties of shared space . How could improvements make collaborations even more effective? Michael Shrage
    • 90. Emerging Design Principles/Considerations:
      • VSWs will only be leveraged as an affordance to the existing programs and will only be applied where it is clear that this pedagogical approach, by virtue of its unique sensibilities, will further the individual and organizational objectives of the program
      • VSWs are about generative learning . To quote Drucker, “…training is about teaching people to do things the company has figured out and the outcome is productivity. Learning is about having people figure out what needs to be done and the outcome is growth.”
      • VSWs are enablement mechanisms for Argyris and Schon's double-loop learning concept. They allow people to explore what they think about the concepts that they have learned in the process of doing something.
    • 91. Emerging Design Principles/Considerations:
      • Borrowing from VSW's close cousin, MMORPG (they are kin but definitely not twins), we can add some elements of competition into the VSW that can serve as a scaffold to motivate folks to really learn the content of the program and internalize it for themselves
      • In VSWs distraction is less and more can be accomplished in a shorter time by more people who are digitally co-located.
    • 92. Questions to Consider with regards to SAP
      • What are the business objectives of the program?
      • What are the business indicators of success that would indicate that the learning investment can be justified?
      • What components of the program could be served via the sensibilities of MMORPG/VSWs ?
      • Can it be argued that a VSW/MMORPG approach can yield a better return than using traditional learning approaches?
      • Is there a measurement approach that can clearly demonstrate how virtual learning yielded business benefit?
    • 93. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation & Seven Scary Problems
    • 94. Four Things You Need to Know: (#4 is the one I like Best ; ) Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 95. Q4: How familiar are you with massively multiplayer online virtual worlds such as Second Life or World of Warcraft? Source: e-Learning Guild 360 Report – Immersive Learning Simulations. Feb. 2007 All Data: (Industry, Job Level, Company Size, # Learners Impacted) Familiarity with 3D Avatar Mediated Platforms in increasing...
    • 96. ..and 3D platforms are already being cited as SLTs…. Overall ratings for top ten Synchronous Learning Tools (SLTs) Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 97. ..with early in the Education and Government Sectors Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 98. Usage of traditional SLTs can be augmented via 3D….. Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 99. … .hence the move for integration of 3Di into SLT is afoot. Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 100. Escaping Flatland: “As Is” and “To Be” View Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 101. Synthetic World Sensibilities: 2D versus 3D Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 102. Immersion is the Difference, Engagement is the Outcome Immersion * Interactivity = ENGAGEMENT I*I=E Source: e-Learning Guild 360 Report – Synchronous Learning Systems. June 2007.
    • 103. Introducing 3D Learning Archetypes (Part I) Guided Tour Scavenger Hunt Conceptual Orienteering Operational Application Role Play
    • 104. Application: Guided Tour Guided Tour
    • 105. Application: Scavenger Hunt Scavenger Hunt
    • 106. Application: Conceptual Orienteering Conceptual Orienteering
    • 107. Application: Operational Application Operational Application
    • 108. Application: Role Play Role Play
    • 109. Introducing 3D Learning Archetypes (Part II) Critical Incident Co-Creation Group Forums Breakout Sessions Social Networking
    • 110. Mapping Archetypes to Learning Objectives
    • 111. Proposing a Maturity Model
    • 112. Putting it All Together Source: Kapp and O’Driscoll 3D Classroom Replication Practice Authentic Activities Emergent Learning Constructs Do Real Work Facts Concepts Procedure & Rules Principles Problem Solving Group Forum Breakout Scavenger Hunt Guided Tour Role Play Conceptual Orienteering Social Networking Operational Application Co-Creation
    • 113. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications Innovation & Seven Scary Problems 3Di Vendor Considerations
    • 114. Large Enterprise perspective on 3Di
    • 115. Sam Palmisano in Thinkland
    • 116. 82% 75% Corporate Believers in 3Di
    • 117. Which Verse are You In? 3D Digital Domains 3Di Value Drivers Metaverse Intraverse Interverse Collaboration Commerce Learning Web 1.0 Analogue B2B B2E B2C Figure 4
    • 118. Application Focus on Learning, Simulation and Collaboration Source: Cutter Benchmark Review 2007
    • 119. B2C Brand Development and Reverse Branding Figure 4
    • 120. B2C is the Sizzle Figure 4
    • 121. Who is Responding? – Media Companies Sources: The Economist. Living a Second Life. Sept 28, 2006 Second Life is attracting the attention of corporations and advertisers from the real world hoping to attract the metaverse’s residents . The Economist
      • Warner Brothers
        • Warner Brothers Records built a series of enhanced 3-D listening environments within Second Life to create interest in their artist Regina Spektor prior to the launch of her new album on June 14, 2006 .
      Music
      • BBC
        • The BBC has rented an island on Second Life where it holds music festivals and parties.
      Broadcast
      • Reuters
        • Adam Reuters was just announced as Reuters' bureau chief in Second Life.
      News
    • 122. Who is Responding? – Government and Military Sources: The Economist. Living a Second Life. Sept 28, 2006 The Government is applying 3D environments for recruiting and training in many areas
      • Center for Disease Control
        • Created virtual clinics in 2L to train emergency workers who might be called upon to rapidly set up medical facilities in a national crisis
      • America’s Army
        • America’s Army is being used as a recruiting and training tool. Over 7.6 million people registered users and on any given weekend the Army reports that over 400K players join in.
      • Department of Homeland Security
        • Developed “Response Island” in 2L. It's been built to resemble a small town in New England, being used to simulate and model emergency response behavior to very real dangers (fires, structure damage etc.) in an online world.
      Health Military Security
    • 123. Who is Responding? – Other Industries Sources: The Economist. Living a Second Life. Sept 28, 2006
      • StarWood Hotels
        • Unveiled one of its new line of moderately priced loft-style hotels in a virtual world prior to making it available in the real world to get feedback on how to improve it prior to the physical launch
      • Toyota
        • Has been giving away free virtual vehicles of its Scion Brand and, in October, will start selling all three Scion models. Toyota hopes that an aftermarket develops as avatars customize their cars and sell them on, thus spreading the brand virally
      Travel Automotive Virtual Worlds can provide bricks-and-mortar companies with two vital opportunities: a way for customers to try out their products and a whole new platform to do market research Forrester
      • American Apparel
        • With 80 stores nationwide, American Apparel added another one in Second Life in July of 2006. The vtail store is modeled after the American Apparel store in Tokyo
      Retail
    • 124. Who is Responding? – Other Industries
      • Wells Fargo
        • Built a branded “Stagecoach Island,” where Avatars can pull Linden Dollars our of virtual cash machines and learn personal finance.
      Banking Virtual Worlds can provide bricks-and-mortar companies with two vital opportunities: a way for customers to try out their products and a whole new platform to do market research Forrester
      • SPRITE
        • ‘ Sprite’ secured exclusive ‘pouring rites’ in the ‘Habbo Hotel’ virtual world and created ‘Club Thirst’, one of the hottest places in this virtual game-world.
      Consumer
      • ANWR Oil Rig
        • SecondLife’s ANWR oil rig demonstrates the ability for development of education and workflow optimization of process based industries.
      Petrol/Oil
    • 125. Who is Responding? – Education Sources: The Economist. Living a Second Life. Sept 28, 2006 I think the next big teaching innovation will come from the area of virtual worlds. Think Sim City and The Sims in a business environment . Patrick Harker, Dean of the Wharton School
      • University of California Davis
        • Peter Yellowlees, a professor of psychiatry at the University of California is using 2L to experience Schizophrenia
      • Harvard Law School
        • Harvard Law School professor Charles Nesson is teaching a course entitled “Law in the Court of Public Opinion” in 2L. The course is available to the public through Harvard’s extension school
      Medicine Law
      • New Media Consortium Campus
        • A virtual laboratory available to NMC member institutions and their faculty. It has been carefully constructed to provide researchers and students dozens of prebuilt settings for experiments in social interaction in 3-D space. Total cost: 20K
      Education
    • 126. B2E and B2B Applications of 3Di Figure 4
    • 127. B2E and B2C are the Steak! Figure 4
    • 128. A key 3Di adoption pattern centers around learning “ This medium is promising – particularly for training and orientation sessions for IBM which has 330,000 employees worldwide. Two in every five IBM employees work offsite, part or full time, and it would be vastly easier to host a virtual meeting than to assemble hundreds of salespeople or engineers in a conference room” Examiner.com - IBM to open islands in popular 3-D fantasy world Second Life Irving Wladawsky-Berger “ For sure, learning and training will be one of the major killer apps , but not the only one. For example, we like the idea of creating virtual branch offices for our people in the field. Close to 50 percent of our work force is mobile -mostly sales or field people. That is very efficient, but it can be lonely. It would be nice to have something like the old branch office, where people can congregate to work, chat and just plain hang out.” CNET: IBM’s 3D Internet Pioneer
    • 129. Clients are approaching IBM to develop 3Di environments that facilitate virtual rehearsal Sandra Kearney Global Director, 3D Internet EBO One useful way of using Second Life is for “ business process rehearsal ”, she says.  It can avert expensive mistakes or reveal cost savings in the real world.  “It gives you an inexpensive ability to visualize .  An airline company could create a place where they could look at the process of turning round a plane in 18 minutes.  In a “real” example, California’s health department has already created a simulation that trains staff in how to set up emergency medical clinics in the event of a biological warfare attack . Financial Times: 2L Now Boasts 2M Users
    • 130. Intention to Apply in Next 12 Months Source: e-Learning Guild 360 Report – Immersive Learning Simulations. Feb. 2007 All Data: (Industry, Job Level, Company Size, # Learners Impacted) All Data: (Industry, Job Level, Company Size, # Learners Impacted)
    • 131. Analyst Advice By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a “second life”, but not necessarily in Second Life, according to Gartner, Inc. Gartner’s advice to enterprise clients is that this is a trend that they should investigate and experiment with , but limit substantial financial investments until the environments stabilize and mature. Steve Prentice Gartner Source: Virtual Worlds: Real Opportunities. Gartner IT Symposium, April 22, 2007
    • 132. EXAMPLE: 3Di Enabling the Talent Lifecycle
    • 133. EXAMPLE: Barriers to Adoption Source: Cutter Benchmark Review 2007
    • 134. EXAMPLE: Key Implementation Issues to Consider An academic viewpoint… A market study viewpoint… An analyst’s viewpoint… Roger’s Diffusion of Innovation Business Problem Cutter’s Barriers to Entry Business Problem Gartner’s Key Challenges for Adoption Business Problem Relative Advantage (perceived need) Control We don’t know how to use it Complexity Technology standards & integration Complexity Compatibility (Systems) Complexity Mgmt is skeptical & resistant Control Implementation time & costs Cost Complexity (Ease of use) Complexity Games have a bad reputation Control Access & resources Complexity Trialbility (user-friendly) Complexity It is perceived as costly Cost Governance & ownership Control Observability (visibility) Cost Don’t know hot to build a business case Control Security & Privacy Control Don’t know who to sponsor it Control
    • 135. EXAMPLE: Key Implementation Issues to Consider
    • 136. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation and Seven Scary Problems
    • 137. 3Di = Cottage Industry Par Excellence There.com Doppleganger imvu Forterra Protosphere Tixeo Qwaq I-maginer Second Life SharePoint ProjectPlace Webex IBM Intel Miramar 2D B-to-C SRI International (TerraVision, Geo World) Autodesk Cocreate Real world “mirror” Office Collaboration 3D internet Video Conferencing Cisco HP Halo Skype Google Multiverse IBM Sun, MPK20 Recent developments between Microsoft and Facebook?
    • 138. Vendors: What Verse are You In?
    • 139. Vendors: Should you Go Public or Private?
    • 140. Vendors: What Matters to You?
    • 141. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation and Seven Scary Problems
    • 142.  
    • 143. Workshop Modules Webvolution and Learnvolution VSWs and MMORPGs Routinization, Sensibilities, & Flow 3Di Learning Archetypes & Maturity Model 3Di Adoption Trends and Applications 3Di Vendor Considerations Innovation and Seven Scary Problems
    • 144. My Final Questions to My Fellow Educators If not us, WHO? If not now, WHEN? Don’t take too long to commit to the obvious! Get into the FLOW Take the Web 2.0/3Di plunge Become a 3Di Evangelist
    • 145. Lets Keep the Conversation Going Online! wadatripp.wordpress.com
    • 146. Questions

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