Teigland Minälv May 2011

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Presentation on virtual worlds made to Minälv Marketing Association in Trollhättan, Sweden on May 6, 2011.

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Teigland Minälv May 2011

  1. 1. Stepping into the Internet: Exploring a new world of value-creation------May 2011<br />RobinTeigland<br />Karinda Rhode in SL<br />Stockholm School of Economics<br />www.knowledgenetworking.org<br />www.slideshare.net/eteigland<br />
  2. 2. History tends to repeat itself….Innovation, financial crisis, industrial revolution, … <br />Microelectronics<br />Internal combustion engine<br />Steam engine<br />Third <br />industrial <br />revolution?<br />Late 18th C<br />Late 19th C<br />Late 20th C<br />Schön 2008<br />
  3. 3. Here comes the “Immersive Internet”<br />O’Driscoll 2009<br />
  4. 4. Drivers of change<br />Increased<br />Interactivity<br />DiGangi 2010<br />
  5. 5. What are Virtual Worlds?<br /><ul><li>Persistent, computer-simulated, 3D immersive environments
  6. 6. Shared space/interactivity with others
  7. 7. In some cases, ability to manipulate/create content
  8. 8. In some cases, virtual economy and currency</li></li></ul><li>VWs moving out of “Gartner hype cycle” trough<br />>1 bln users<br />May 2006<br />Virtual worlds today<br />July 2007<br />http://www.gartner.com/it/page.jsp?id=1447613<br />
  9. 9. 7<br />
  10. 10. How many usually think of virtual worlds…<br />
  11. 11. My CV<br /><ul><li>Leading a virtual team of 30 individuals from across the globe
  12. 12. Creating and successfully executing strategies under pressure
  13. 13. Managing cross-cultural conflict without face-to-face communication</li></ul>Building skills in virtual environments<br />
  14. 14. > 560 mln VW users under age 15<br />http://www.slideshare.net/nicmitham/kzero-radar-q1-2011?from=ss_embed<br />
  15. 15. …..we’re all on Facebook 24/7. But if I ask my 10 year old cousin, who is addicted to Stardoll, she does not see why I like Facebook so much since I can only read what other people send me. For her it is just natural for all of her friends to be moving around the Stardoll website. <br />- Masters Student at Stockholm School of Economics<br />
  16. 16. Practicing international entrepreneurship<br />
  17. 17. “Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova, 2006<br /><ul><li>US $3 bln in virtual good sales in 2009 to grow to US $12 bln in 2012
  18. 18. US $222,000 raised at American Cancer Society Relay in Second Life
  19. 19. Swedish government granted bank license to Mind Bank in 2009</li></ul>http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-1240578@N23/<br />
  20. 20.
  21. 21. Pay through PayPal and have delivered to any virtual world <br />http://www.totalavatarshop.com<br />
  22. 22. US$ 635,000 for an asteroid!<br /><ul><li>US$ 500,000 profit in 5 years by Jon “Neverdie” Jacobs
  23. 23. Entropia Universe with GDP >US$ 440 mln</li></ul>http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/<br />
  24. 24. HP rolls out virtual banking with Avaya’s Web.alive<br />http://www.hypergridbusiness.com/2011/04/hp-rolls-out-virtual-banking-with-avayas-web-alive/<br />
  25. 25. Merck’s Global R&D<br />NVWN Monthly Project Meeting<br />Welch et al 2010<br />http://freshtakes.typepad.com/sl_communicators/2006/09/ibms_second_lif.html<br />Virtual collaboration<br />ProViWo: Professional Collaboration and Productivity in Virtual Worlds, http://vmwork.net/proviwo/<br />
  26. 26. Increasing pace of VW/3Di development!<br />For smart phones and tablet PCs<br />"Create Once, Experience Everywhere”<br />Expanding uses<br />VWs on stick<br />Seamlessness between VWs<br />Browser-based VWs/hyperlinked 3D<br />http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/<br />http://mediagrid.org/groups/technology/OFF.TWG/<br />
  27. 27. Open source VW platforms<br />
  28. 28. Virtual Worlds on Demand<br />www.kitely.com<br />
  29. 29. Easy to….<br />Set up your own virtual world with own web presence (each world has World Page with own URL and sharing buttons <br />Manage who can access each world via Facebook integration (LinkedIn, Twitter, and other login options are coming)and track this<br />Run multiple worlds so can host hundreds of simultaneous events while still paying just $0.20 per user per hour <br />Finance since charged by minute so actual visitor costs for partial hours are lower<br />http://getsatisfaction.com/kitely/topics/how_to_change_default_viwer_on_a_mac#reply_5484936<br />
  30. 30. http://www.slideshare.net/helgetenno/post-digital-marketing-2009<br />
  31. 31. Moving into the Experience Economy<br />Pine Jr. & Gilmore 1998, 1999; DiGangi 2010<br />
  32. 32. The rise of social shopping<br />http://www.interactivecity.com/<br />
  33. 33. 3D interactive marketing<br />State of flow -> greater purchase intent and positive brand attitudes<br />Hooker 2010<br />
  34. 34. “<br />Armed with new connective tools, consumers want to interact and co-create value...<br /> Prahalad and Ramaswamy, 2003 <br />„<br />Slide from Kohler 2011<br />
  35. 35. Interacting with customers in the development process<br />http://www.youtube.com/watch?v=2kMNWBU1Yb8<br />Helms, Giovacchini, Teigland, Kohler, JVWR 2010<br />
  36. 36. Exploring VW affordances<br />Avatar design<br />Immersion<br />Simulation<br />Archiving<br />Multi-modal<br />communication <br />Co-creation<br />Nonaka & Toyama 2003, Teigland et al 2010<br />
  37. 37. Interested in joining a workshop?<br />Please register at tiny.cc/t4c or email me at <br />tkohler@hpu.edu<br />30<br />Kohler, Teigland, Giovacchini 2010<br />
  38. 38. User-generated content<br /><ul><li>Native creativity
  39. 39. Playful environment
  40. 40. Freedom to experiment </li></ul>„<br />“<br /> They could use their virtual-world sensibility <br />to design products with real-world potential.. <br />(Hemp, 2006)<br />Slide from Kohler 2011<br />
  41. 41. As soon as the Facebook generation wakes up and embraces virtual reality, we are going to see a giant wave of virtual world millionaires.<br />-Jon “Neverdie” Jacobs<br />
  42. 42. Facebook Credits – A new economy?<br />Purchase with credit card, PayPal, mobile phone or in physical stores (such as Walmart), <br />Facebook takes 30% of revenue<br />In study with 3000 respondents: Will you be buying and spending Facebook Credits? <br /><ul><li>17 % Yes, absolutely
  43. 43. 58 % No, absolutely not
  44. 44. 25 % I have to learn more</li></ul>Predictions by Social Times Pro, May 2011<br />Facebook Credits will likely have nearly 25 million users in next 12 mos.<br />By 2016 Facebook Credits will probably have 100 million users<br />Group 8b , Course 2304, Media Management 2011<br />
  45. 45. From the mobility of goods to the mobility of financial capital to … <br />...the “mobility” of labor?<br />Teigland, JVWR, 2010<br />
  46. 46.
  47. 47. “We ain’t seen nothin’ yet!”<br />Karinda Rhode<br />aka Robin Teigland<br />robin.teigland@hhs.se<br />www.knowledgenetworking.org<br />www.slideshare.net/eteigland<br />www.nordicworlds.net<br />RobinTeigland<br />Photo: Lindholm, Metro<br />Photo: Nordenskiöld<br />Photo: Lindqvist<br />

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