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Avatar Based Innovation End

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presentation for the converence "when media environments become real"

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Avatar Based Innovation End

  1. 1. Preconditions of Avatar-Based Innovation Creating a Compelling Experience Thomas Kohler University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
  2. 2. Research Topic Virtual Worlds + Open Innovation = Avatar-Based Innovation
  3. 3. Understanding Open Innovation <ul><li>From Closed to Open Innovation </li></ul><ul><li>Chesbrough </li></ul><ul><li>Customer-Active-Paradigm </li></ul><ul><li>von Hippel </li></ul><ul><li>Virtual Customer Integration </li></ul><ul><li>Reichwald/Piller </li></ul>
  4. 4. Opportunities Avatar Based Innovation <ul><li>Integrating Open Innovation </li></ul><ul><li>Real-time </li></ul><ul><li>Media Richness </li></ul><ul><li>Interactive collaboration </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>User-Generated Content </li></ul><ul><li>Native creativity </li></ul><ul><li>Playful environment </li></ul><ul><li>Freedom to experiment </li></ul>
  5. 5. Pathfinding Companies Alcatel innovation competiton Steelcase chair designs Philips co-creation design Aloft testing the virtual hotel
  6. 6. The Problem < Participation
  7. 7. Research Question What creates a compelling co-innovation experience within virtual worlds?
  8. 8. Approach <ul><li>Literature Study </li></ul><ul><li>Flow, Intrinsic Motivation, Creativity and Innovation </li></ul><ul><li>Focus Groups </li></ul><ul><li>Compelling Second Life place </li></ul><ul><li>Expert Interviews </li></ul><ul><li>Compelling co-innovation process </li></ul><ul><li>Quantitative Research </li></ul><ul><li>Compelling co-innovation </li></ul>
  9. 9. Focus Groups <ul><li>Identifying core elements of a compelling SL place </li></ul><ul><li>+ Role of interactivity </li></ul><ul><li>Experienced Second Life residents </li></ul>
  10. 10. Overview Factors <ul><li>Interactivity </li></ul><ul><li>Activities </li></ul><ul><li>Visual Appearance </li></ul><ul><li>Usability </li></ul><ul><li>Telepresence </li></ul><ul><li>Media Richness </li></ul>
  11. 11. Interactivity <ul><li>Importance </li></ul><ul><li>Types of Interactivity </li></ul><ul><li>Machine-interactivity </li></ul><ul><li>+ </li></ul><ul><li>Person-interactivity </li></ul><ul><li>“… at least one form of interactivity must be engendered within a build in any world to encourage and compel return visits and word of mouth. “ </li></ul>
  12. 12. Social Dimension – Person Interactivity <ul><li>Critical Mass </li></ul><ul><li>“ Come for the attraction, stay for the inhabitants” </li></ul><ul><li>Shared interest </li></ul><ul><li>Events </li></ul><ul><li>Community </li></ul><ul><li>“ a build isn't merely about the prim and scripting that goes </li></ul><ul><li>in it. It's also about the people who hang out in it” </li></ul>
  13. 13. Activities <ul><li>Storyline </li></ul><ul><li>“ where the participant can influence the course of the story” </li></ul><ul><li>Challenge and Competition </li></ul><ul><li>“ We don't make skiing easy. </li></ul><ul><li>Why? Someone would ski </li></ul><ul><li>down once and leave :)” </li></ul><ul><li>Goals and Rules </li></ul><ul><li>Experimenting and Exploring </li></ul>
  14. 14. Visual appearance <ul><li>Beautiful landscape </li></ul><ul><li>Functional design </li></ul><ul><li>“ Getting people into a </li></ul><ul><li>mindset to interact, </li></ul><ul><li>simply by the setting” </li></ul><ul><li>Open architecture </li></ul>
  15. 15. Usability <ul><li>Usable </li></ul><ul><li>“ People should not have to spend too much time to find </li></ul><ul><li>how to do. Things should be self-comprehensive. “ </li></ul><ul><li>Ease of Navigation </li></ul><ul><li>“ A build can either enhance or inhibit what the people </li></ul><ul><li>are trying to do.” </li></ul>
  16. 16. Telepresence and Media Richness <ul><li>“ I like places in Second Life where, if I spent an hour there , </li></ul><ul><li>the part of my brain that remembers where I was has a </li></ul><ul><li>stronger memory of *that* place than where I really was.“ </li></ul><ul><li>Sense of place </li></ul><ul><li>Immersion - Being there together </li></ul><ul><li>Audio-visually engaging </li></ul>
  17. 17. Conclusion <ul><li>Necessity of creating a compelling experience </li></ul><ul><li>High level of interactivity and usability </li></ul><ul><li>Capitalizing on media richness and playfulness </li></ul><ul><li>Activities and attractions </li></ul>
  18. 18. Open Questions Co-Innovation specifics Change in attitude (e.g. WOM, Revisit intent) Co-Innovation specifics Emotions (e.g. Fun, Enjoyment, Satisfaction) Intensity/ Duration More than Flow? Site features or cognitive characteristics Media characteristics Consequences Operationalization Antecedents
  19. 19. Discussion
  20. 20. Is there anything that we should have talked about but didn’t? Think about all that we have talked about today. What do you think is most important for a compelling Second Life place? Ending In the case of a highly interactive place, would you be motivated to participate in new product development tasks? Let’s assume a place is highly interactive. Does this place have any influence on your attitude or behavior ? If so, what’s the difference? Consequences We are going to be putting together a list of interactive features. What features should be on this list? Could you rate them according to your importance and drop me a note card? Let’s talk about how places should be designed to have a high level of interactivity. Is interactivity important for a compelling SL experience? Why do you think it is important? What does the concept of interactivity in the context of SL mean? Antecedents In the last few years, we’ve often heard the word interactivity. When you hear this term, what comes to mind? Key Questions - Interactivity What do you think are the reasons why many commercial spots fail to attract attention? If you were in charge, what kind of changes would you make and what key points would you stress? Think about the last time you visited an exceptionally compelling place. Assume this place could talk, what would it say about itself? Let’s think about why highly visited places are more successful than others. What are the reasons for avatars to visit a place, spend time in that place and return back to the same place? Key Questions - Elements of a compelling virtual world place Which place comes to your mind, if you think of your favourite SL location? What do you spontaneously associate with it? Opening Questions
  21. 21. Dissolving Boundaries „ They could use their virtual-world sensibility to design products with real-world potential “ (Hemp, 2006)

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