Usc Faculty Seminar 2.12.08

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Presentation to USC Annenberg faculty on history of Second Life

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Usc Faculty Seminar 2.12.08

  1. 1. Faculty Seminar on Virtual Worlds Episode 2 - Second Life - 2/12/08 cory ondrejka - cory.ondrejka@gmail.com
  2. 2. a quick review
  3. 3. online versus virtual community versus world
  4. 4. millions of reasons Online Game Online Communities Online Worlds crapload many lots a few
  5. 5. some rules of thumb for world-wide numbers: Virtual worlds: 20 million MMOs: 50 million Social networks: 100 million (with lots of overlap)
  6. 6. gold in dem darn (virtual) hills
  7. 7. amateur versus expert
  8. 8. don’t make me use the baby seal slide again
  9. 9. (because I will)
  10. 10. participation Web Wikipedia Sims Open Source Mainstream Media Second Life 65.00 48.75 32.50 16.25 0
  11. 11. any questions lurking?
  12. 12. it’s story time!
  13. 13. the second life story
  14. 14. good thing we’re in la
  15. 15. 8 years so far
  16. 16. which isn’t that long
  17. 17. as mitch likes to point out
  18. 18. (who’s been through this)
  19. 19. think about the pc
  20. 20. think about the pc
  21. 21. think about the pc 1976
  22. 22. think about the pc 1976
  23. 23. think about the pc 1976 1990
  24. 24. 15 years
  25. 25. so we’re only half way
  26. 26. (maybe 2/3)
  27. 27. but, like all exponentials...
  28. 28. but, like all exponentials...
  29. 29. but, like all exponentials... vaguely interesting
  30. 30. but, like all exponentials... very interesting vaguely interesting
  31. 31. plus, sl gives plenty of material
  32. 32. second life’s growth Population Money
  33. 33. second life’s growth Population Money
  34. 34. 2000
  35. 35. compression 2000
  36. 36. compression 2000 grid computing
  37. 37. compression 2000 grid cellular computing automata
  38. 38. “the rig” compression 2000 grid cellular computing automata
  39. 39. “the forest”
  40. 40. 2000 scorecard: no users no exchange 5 employees
  41. 41. 2000 scorecard: no users people signed up no exchange users trading L$ and US$ Linden Lab employees 5 employees
  42. 42. second life’s growth Population Money
  43. 43. second life’s growth Population Money
  44. 44. 2001
  45. 45. building 2001
  46. 46. building 2001 avatars
  47. 47. second life was about people
  48. 48. even the most beautiful place
  49. 49. was not as interesting as people
  50. 50. scripting, too
  51. 51. 2001 scorecard: no users no exchange 10 employees
  52. 52. second life’s growth Population Money
  53. 53. second life’s growth Population Money
  54. 54. 2002
  55. 55. 2002 was a very good year
  56. 56. 2002 was about people!
  57. 57. 2002 was about people!
  58. 58. 2002 was about people! Alpha!
  59. 59. and people meant...
  60. 60. creation community collaboration
  61. 61. virtually no screen shots from this era
  62. 62. 2002 scorecard: 145(!) users no exchange 20 employees
  63. 63. second life’s growth Population Money
  64. 64. second life’s growth Population Money
  65. 65. 2003
  66. 66. remember 2002?
  67. 67. creation community collaboration
  68. 68. 2003 had more people
  69. 69. creation community collaboration
  70. 70. however, since communities are not scale free...
  71. 71. creation community collaboration often drove...
  72. 72. cheating combat boundaries
  73. 73. do good fences make good neighbors?
  74. 74. the jessie wall
  75. 75. the jessie wall
  76. 76. the jessie wall
  77. 77. this story only survives because of james au
  78. 78. embedded in a virtual world
  79. 79. how to preserve the ephemeral?
  80. 80. Second Life launched on June 23, 2003
  81. 81. June 23rd is now a holiday in Second Life
  82. 82. Second Life launched with less than 400 users
  83. 83. and didn’t grow much
  84. 84. evolve or else
  85. 85. we asked for help
  86. 86. we asked for help
  87. 87. we asked for help
  88. 88. we asked for help
  89. 89. “it’s stupid to ask people to build a world and to not let them own it!”
  90. 90. oops
  91. 91. so we studied
  92. 92. macro economics so we studied
  93. 93. macro economics creative destruction so we studied
  94. 94. macro economics creative destruction so we studied “mystery of capital”
  95. 95. and evolved both the intellectual property approach and the business model
  96. 96. intellectual property
  97. 97. intellectual property Yochai says “$#@%?@!!”
  98. 98. business model
  99. 99. enables two broad lines of study
  100. 100. ip rules in the information economy
  101. 101. entrepreneurship in the information economy
  102. 102. 2003 scorecard: 2743 users no exchange 25 employees
  103. 103. second life’s growth Population Money
  104. 104. second life’s growth Population Money
  105. 105. 2004
  106. 106. entrepreneurship
  107. 107. entrepreneurship
  108. 108. branding
  109. 109. breaking the magic circle
  110. 110. really breaking
  111. 111. 2004 was about the individual using second life
  112. 112. 2004 scorecard: 18,876 users $5,000/mo exchange 40 employees
  113. 113. second life’s growth Population Money
  114. 114. second life’s growth Population Money
  115. 115. 2005
  116. 116. three things happened in 2005
  117. 117. Second Life became free
  118. 118. as in beer
  119. 119. educators discovered SL
  120. 120. in a big way
  121. 121. particularly via GLS and Serious Games
  122. 122. and sl started growing
  123. 123. businesses followed the people
  124. 124. but just a little
  125. 125. though virtually no real-world brands (yet)
  126. 126. government
  127. 127. and music
  128. 128. tringo
  129. 129. broadcasting identity
  130. 130. 2005 was a year of building
  131. 131. 2005 scorecard: 123,438 users $500,000/mo exchange 60 employees
  132. 132. second life’s growth Population Money
  133. 133. second life’s growth Population Money
  134. 134. 2006
  135. 135. the knee in the curve
  136. 136. the year of “firsts”
  137. 137. auto company
  138. 138. hotel chain
  139. 139. clothing company
  140. 140. concert
  141. 141. cc concert
  142. 142. fashion magazines
  143. 143. news organization
  144. 144. harvard class
  145. 145. millionaire
  146. 146. where did this all come from?
  147. 147. despite popular perception it was NOT the Linden uber marketing machine
  148. 148. I wish we had that much power
  149. 149. distributed entrepreneurs
  150. 150. plus everyone else
  151. 151. gladwell would be proud
  152. 152. gartner, too 2006
  153. 153. 2006 scorecard: 3,000,000 users $5,000,000/mo exchange 100 employees
  154. 154. second life’s growth Population Money
  155. 155. second life’s growth Population Money
  156. 156. and then things got exciting
  157. 157. 2007
  158. 158. freedom!
  159. 159. (as in speech)
  160. 160. second life client open sourced
  161. 161. big business arrived
  162. 162. these guys got acquired/funded
  163. 163. csi:ny
  164. 164. fortune 500 bingo
  165. 165. mix of training, marketing, collaboration
  166. 166. lots of questions: efficacy of training? impact of trust? brands and community
  167. 167. and how does voice mix in?
  168. 168. over the top
  169. 169. made more complicated by the rest of the world arriving
  170. 170. and by increasing regulatory interest
  171. 171. gambling adult activities banking
  172. 172. all of cyberlaw’s shortcomings
  173. 173. plus the metaphor
  174. 174. and lack of standards
  175. 175. what does user mean?
  176. 176. 2007 scorecard: 11,000,000 users $8,000,000/mo exchange 220 employees
  177. 177. second life’s growth Population Money
  178. 178. second life’s growth Population Money
  179. 179. 2008
  180. 180. rebounding
  181. 181. hundred of sl developers employing thousands of people from all over the world
  182. 182. sl growth increasing again
  183. 183. 5% weekly concurrency growth
  184. 184. emmy-tastic
  185. 185. so, what’s next?
  186. 186. Second Life’s progression has been
  187. 187. community collaboration identity education entrepreneurship marketing business media
  188. 188. innovation
  189. 189. so I’d like to propose diving deeper into:
  190. 190. innovation behavior (with Dmitri’s help) education legal and regulatory issues the big unanswered questions
  191. 191. stop talking now
  192. 192. cory.ondrejka@gmail.com http://ondrejka.net

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