Doing Business In Second Life

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Doing Business In Second Life presentation for Charlottesville Business Innovation Council on March 18, 2008. White paper available at http://www.opensourceconnections.com/2008/03/17/doing-business-in-second-life/

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  • Doing Business In Second Life

    1. 1. Doing Business in Second Life — or— Second Life? What About My First Life! Jason Hull [email_address] (434)409-8451
    2. 2. Automating the Science To Enable the Art
    3. 3. What Is Second Life? <ul><li>Virtual World </li></ul><ul><ul><li>3 dimensional representation of Internet-based human-to-human interaction </li></ul></ul><ul><li>Computer-based representation of physical realities </li></ul><ul><ul><li>Not meant to replace true physics engines, but… </li></ul></ul><ul><ul><li>Can replicate interactions with real world objects </li></ul></ul>Automating the Science To Enable the Art
    4. 4. Who’s In Second Life? Automating the Science To Enable the Art
    5. 5. Who’s In Second Life? Automating the Science To Enable the Art
    6. 6. Automating the Science To Enable the Art Is There Critical Mass In Second Life? Paris Population Density: 9,560/mi 2 Richmond, VA Population Density: 537/mi 2 Second Life Population Density: 482/mi 2
    7. 7. Automating the Science To Enable the Art Who Will You Meet In Second Life? “ Normal” People
    8. 8. Automating the Science To Enable the Art Who Will You Meet In Second Life? “ Altered” People
    9. 9. Automating the Science To Enable the Art Who Will You Meet In Second Life? Furries
    10. 10. Automating the Science To Enable the Art Who Will You Meet In Second Life? Words Don’t Describe It
    11. 11. Automating the Science To Enable the Art Who Will You Meet In Second Life? Newt Gingrich
    12. 12. Why Is Second Life Important? Automating the Science To Enable the Art Level of Interaction Time Source: Peter Finn, IBM Individual Connected Inside
    13. 13. The Economy of Second Life <ul><li>Currency is Lindens—bought from Linden Labs </li></ul><ul><li>Held in a wallet—can set limits to what you spend </li></ul><ul><li>ATMS removed earlier in 2008 </li></ul>Automating the Science To Enable the Art
    14. 14. The Economy of Second Life <ul><li>People shop often in Second Life… </li></ul>Automating the Science To Enable the Art
    15. 15. The Economy of Second Life <ul><li>But they don’t spend much… </li></ul>Automating the Science To Enable the Art *$1 = ~270L$
    16. 16. The Economy of Second Life <ul><li>… which means few businesses make significant profits </li></ul>Automating the Science To Enable the Art *$1 = ~270L$
    17. 17. What ARE the Business Opportunities in Second Life? <ul><li>3-D Modeling </li></ul>Automating the Science To Enable the Art Stanford University Graduate Student’s Hypercube Model
    18. 18. What ARE the Business Opportunities in Second Life? <ul><li>Telemetric Printing </li></ul>Automating the Science To Enable the Art Jeans designed in Second Life Jeans printed and worn in real world
    19. 19. What ARE the Business Opportunities in Second Life? <ul><li>Architecture and Real Estate </li></ul>Automating the Science To Enable the Art $3.1 Million Home Offered By Coldwell Banker
    20. 20. What ARE the Business Opportunities in Second Life? <ul><li>Brand testing and awareness </li></ul>Automating the Science To Enable the Art Coke Machine in Second Life
    21. 21. What ARE the Business Opportunities in Second Life? <ul><li>Product rollouts </li></ul>Automating the Science To Enable the Art Bathroom of a Starwood aloft Hotel in Second Life
    22. 22. What ARE the Business Opportunities in Second Life? <ul><li>Meetings and Conference Space </li></ul>Automating the Science To Enable the Art IBM Meeting Held in Real Life and Second Life
    23. 23. What ARE the Business Opportunities in Second Life? <ul><li>Education </li></ul>Automating the Science To Enable the Art Harvard Law School Class Attended From Second Life
    24. 24. What Will It Take to Get Started? <ul><li>Capital </li></ul><ul><li>Time </li></ul><ul><li>Commitment </li></ul><ul><li>Personnel </li></ul>Automating the Science To Enable the Art “ Do not expect to undertake profitable commercial activities inside most virtual worlds in the next three years.” Steve Prentice, VP, Gartner
    25. 25. What To Do Once Inside Second Life? <ul><li>Tie your Second Life experience to a real world experience </li></ul><ul><li>Keep your events to a manageable crowd </li></ul><ul><li>Take a leadership role </li></ul><ul><li>Spend time in Second Life before spending money </li></ul>Automating the Science To Enable the Art “ The new market is DIALOGUE, the new currency is INTERACTION and the exchange rate is variable, based on ENGAGEMENT.” Grace McDunnough
    26. 26. Challenges in Second Life <ul><li>Few companies are profitable </li></ul><ul><li>Expect the unexpected </li></ul><ul><li>It takes time to get used to the Second Life construct </li></ul><ul><li>The technology is still young </li></ul>Automating the Science To Enable the Art “ Virtual objects aren’t really objects - they are graphical metaphors for packaging up behaviors that people are already engaging in.” Susan Wu, Principal, Charles River Ventures
    27. 27. Alternatives to Second Life Automating the Science To Enable the Art Source: Peter Finn, IBM
    28. 28. Conclusions <ul><li>The move to virtual worlds is almost inevitable </li></ul><ul><li>Don’t expect to get immediate ROI </li></ul><ul><li>Define what you want to get out before you go in </li></ul><ul><li>Look for the long term and learn the lessons now </li></ul><ul><li>The “killer app” has yet to be developed; 80% of the lessons you learn now will apply when it is </li></ul>Automating the Science To Enable the Art “ The REAL power is in human beings inhabiting worlds where they are not who they are, and who they are is not who they become, and what they do may -- just may be -- who they really are. Within those nuances of play and passion and aggression is where we connect.” Jeneane Sessum
    29. 29. Doing Business in Second Life — or— Second Life? What About My First Life! Part II: The Second Life Tour With AC Capehart and Betsy McMullin Jason Hull [email_address] (434)409-8451

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