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Enhancing innovation through virtual worlds
The document discusses the emergence of virtual worlds (VWs) as tools for innovation and co-creation, highlighting their applications in corporate training, product development, and user collaboration. It outlines the impact of technology on consumer engagement, the role of avatars in participation, and provides examples of successful initiatives in virtual environments. The document concludes with a call to explore the potential of VWs for revolutionizing various industries and fostering entrepreneurial opportunities.
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Enhancing innovation through virtual worlds
- 1. Stepping into theInternet: Exploring opportunities for innovation ------ UT Austin, Managing Innovation February 2011 www.hhs.se
- 2. Today’s presentation Introto Virtual Worlds Some examples of using VWs for innovation Co-creation workshops Looking into the future Questions
- 3. Here comes the“Immersive Internet” O’Driscoll 2009
- 4. How many usuallythink of virtual worlds… Computer-generated, persistent space Three-dimensional, immersive environment Experienced by many people at once/interactivity
- 5. Virtual social worlds vs virtual gaming worlds
- 6. So, what canyou do? Ability to manipulate/create content In some cases, virtual economy and currency
- 7. Improving corporate trainingLearning virtual teaming skills through doing http://www.youtube.com/watch?v=uQa6vyG8Dkg
- 8. Facilitating virtual collaborationIBM’s Innovation Jam http://freshtakes.typepad.com/sl_communicators/2006/09/ibms_second_lif.html Welch et al 2010 ProViWo: Professional Collaboration and Productivity in Virtual Worlds, http://vmwork.net/proviwo/ Merck’s Global R&D
- 9. Working with customershttp://www.youtube.com/watch?v=wsYVF25jHqw18
- 10. Today’s presentation Introto Virtual Worlds Some examples of using VWs for innovation Co-creation workshops Looking into the future Questions
- 11. Understanding customerneeds Developing products that meet those needs + = Successful innovation Innovation From Kohler 2011
- 12. Slide from Kohler 2011 Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003 „ “
- 13. Avatar Virtual representationAppearance - Looks Clothing Accessories Slide from Kohler 2011
- 14. Technological advances Technologicaladvances Real-time Media richness Interactive collaboration “ When you are at Amazon.com you are actually there with 10.000 concurrent other people, but you cannot see them or talk to them. At Second Life, everything you experience is inherently experienced with others.” (P. Rosedale) Slide from Kohler 2011
- 15. “ They coulduse their virtual-world sensibility to design products with real-world potential.. (Hemp, 2006) „ User-generated content Native creativity Playful environment Freedom to experiment Slide from Kohler 2011
- 16. Need identification andidea generation Concept and design Test and launch Philips Ideation Quest Kohler 2009
- 17. Steelcase Chair DesignsNeed identification and idea generation Concept and design Test and launch Kohler 2009
- 18. KTM Ideation QuestNeed identification and idea generation Concept and design Test and launch Kohler 2009 http://www.youtube.com/watch?v=urIrLzFxPz0
- 19. Today’s presentation Introto Virtual Worlds Some examples of using VWs for innovation Co-creation workshops Looking into the future Questions
- 20. Kohler, Teigland, Giovacchini,Helms 2011 RunAlong Swedish web startup Web community for female runners Goal: Enable knowledge exchange from disperse locations about local markets Travel for Change Non-profit project Volunteer travel platform Goal: Co-design of Service Experience
- 21. Bringing together runnersfrom across globe Helms, Giovacchini, Teigland, Kohler, JVWR 2010 http://www.youtube.com/watch?v=2kMNWBU1Yb8
- 22. What should youthink about? VIRTUAL CUSTOMER ENVIRONMENTS Nambisan and Nambisan 2008 PRAGMATIC SOCIABILITY USABILITY HEDONIC
- 23. Provide clear navigationstructure Provide individual support Design to inspire Create immersive environments Provide challenging tasks Nurture playfulness Encourage collaboration Engage in multi-modal conversations Nambisan and Nambisan 2008 USABILITY PRAGMATIC HEDONIC SOCIABILITY
- 24. What role doesavatar appearance play? Avatar appearance influences one’s behavior and that of others More attractive avatars involve others better and more likely to be included in conversations and interactions Taller avatars are more confident, stronger negotiators People whose avatars resemble their physical selves focus more closely on task and more motivated to perform better See speaker notes for sources
- 25. “ I’m currentlyin my work avatar, which is an extension of my professional life and when I show up in SL with this avatar I’m a representative of my company and therefore I adjust what I’m saying and doing accordingly. While during the workshop I showed up with my personal avatar, that I use for volunteer efforts in SL for a not-for-profit organization. So, I think I adjusted my behavior just a little bit, by being a little bit less worried and more relaxed about just meeting people without being under a particular pressure to make a lot of sense.
- 26. What role doesthe environment play? Environment influences behavior Heightened telepresence, or sense of “being there”, leads to highly immersive virtual experience in which individual's avatar becomes extended-self of participant in virtual world and individual concentrates acutely on his/her activities
- 27. “ At firstI thought that it running around track was really goofy…but honestly after I ran the first time around, I remember it pulled for me some memories of actually running, the last time I was actually running on the sidewalk or through my neighborhood. That was really interesting, and it has stuck with me that you used the SL environment with scripted animation to actually give people an experience to ground them to prepare them mentally for what we were going to be talking about. So I thought that was fantastic.”
- 28. Interested in joininga workshop? Please register at tiny.cc/t4c or email me at [email_address] Travel for Change Kohler, Teigland, Giovacchini 2010
- 29. 1. Become aware4. Get critical 3. Get creative 2. Get inspired
- 31. How does participationthrough an avatar impact the co-creation process? How does the environment impact the co-creation process? A B Food for thought…
- 32. Follow-up survey andinterview
- 33. Today’s presentation Introto Virtual Worlds Some examples of using VWs for innovation Co-creation workshops Looking into the future Questions
- 34. VWs moving outof “Gartner hype cycle” trough Virtual worlds today http://www.gartner.com/it/page.jsp?id=1447613 >1 bln users May 2006 July 2007
- 35.
- 36. Building skills invirtual environments My CV Leading a virtual team of 30 individuals from across the globe Creating and successfully executing strategies under pressure Managing cross-cultural conflict without face-to-face communication Teigland 2010
- 37.
- 38. “ Clearly ifsocial activity migrates to synthetic worlds, economic activity will go there as well.” Castranova, 2006 http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-1240578@N23/ US $ 3 bln in virtual good sales in 2009 to grow to US $ 12 bln in 2012 US $222,000 raised at American Cancer Society Relay in Second Life Swedish government granted b ank license to Mind Bank in 2009
- 39.
- 40. USD 635,000 foran asteroid! http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/ USD 500,000 profit in 5 years -Jon “Neverdie” Jacobs
- 41. Emergent organizing inVWs Collaborating with like-minded individuals to pursue a vision Teigland, JVWR, 2010
- 42. The rise ofAvapreneurs and Born Virtuals? Microworkers and pro-ams Markets and market knowledge Microtransactions Challenging multinational corporations’ traditional resource advantage? www.slentre.com/second-life-style-photolife-for-second-life/ “ Avapreneur” = Avatar + entrepreneur Teigland, JVWR, 2010
- 43. Clothes/ shoes MODELLING AGENCIES Top models Photo- graphers Photo studio makers Modelling furniture Poses and animations Furniture Hair Skins Event builders MAGAZINES MODELLING SCHOOLS Shop builders Accessories Body shapes DJs Fashion industry in SL Viachka, Giovacchini, Teigland, Lindqvist 2011
- 44. Increasing pace ofVW development! VWs on stick Browser-based VWs Seamlessness http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/ http://mediagrid.org/groups/technology/OFF.TWG/ "Create Once, Experience Everywhere” Expanding uses For smart phones and tablet PCs
- 45. OpenSim: The opensource of VWs CERN control room and particle accelerator
- 46. Coming soon! Centerfor Entrepreneurship and Innovation Contact Serdar Temiz at
- 47. As soon asthe Facebook generation wakes up and embraces virtual reality, we are going to see a giant wave of virtual world millionaires. -Jon “Neverdie” Jacobs As modeling and simulation technology improves, more and more real world items will be successfully designed in collaborative spaces that can be leveraged both by corporations and ad hoc groups. -Cory Ondrejka
- 48. Which professions andindustries will not be revolutionized?
- 49. Conclusion VWs offernew opportunities for innovation and co-creation Advances mostly in creation of innovation-related knowledge Technological challenges remain but improving rapidly Preliminary insights on how to manage co-creation workshops
- 50. Today’s presentation Introto Virtual Worlds Some examples of using VWs for innovation Co-creation workshops Looking into the future Questions
- 51.
- 52. Karinda Rhode akaRobin Teigland [email_address] www.knowledgenetworking.org www.slideshare.net/eteigland www.nordicworlds.net RobinTeigland Photo: Lindholm, Metro Photo: Nordenskiöld Photo: Lindqvist If you love knowledge, set it free…
- 53. 7 Work PackagesMarch 1 St 2010 - February 29 th 2012 Work Package WP Title WP Coordinating Organization WP Supporting Academic Organization WP Advisor Organization WP 1 Nordic VW Network SSE Roskilde WP 2 Best Practices in VW Innovation Univ of Turku Iceland Academy of Arts TEKES Silver WP 3 Best Practices in VW Entrepreneurship Roskilde Agder MindArk WP 4 Future of Entrepreneurship and Innovation in VWs SSE Roskilde TEKES WP 5 Virtual Center for Entrepreneurship and Innovation Agder SSE TEKES WP 6 Communication Uppsala Univ of Turku WP 7 Project Administration SSE Uppsala
Editor's Notes
- #2 Before we start there is a nice article on In world business models and second life. http://dusanwriter.com/index.php/2009/07/13/in-world-business-models-and-second-life/
- #9 Virtual conferences becoming a reality Christopher J. Welch*, Sanjoy Ray*, Jaime Melendez, Thomas Fare and Martin Leach, nature chemistry | VOL 2 | MARCH 2010 | www.nature.com/naturechemistry http://www.protonmedia.com/ www.teleplace.com VOIP Chatrooms Wikis, blogs Social networking Avatars From Avatar-based innovation: Using virtual worlds for real-world innovation in Technovation, 2009, Thomas Kohler, Kurt Matzler, Johann Fuller For instance, part of IBM’s Innovation Jam—an ongoing effort to facilitate collabora- tion among IBM employees—was held in Second Life. Besides the key benefit of virtual meet-ups erasing geographical and financial, the reports indicate unique quality of interaction, with the opportunity to create a sense of camaraderie without physically gathering people together in one room for people who are dispersed across the world (Ringo, 2007).
- #12 Successful innovation is based on understanding customer needs and developing products that meet those needs (e.g. von Hippel 2001). Evidently, consumers buy the products that best fit their preferences, requirements and needs and companies strive to develop and produce exactly what customers demand. In fact, studies have found that timely and reliable knowledge about customer preferences and requirements is the single most important area of information necessary for product development (von Hippel and Katz 2002). Market research is the dominating measure to access this information. With the help of qualitative and quantitative research market researchers expect to identify customers’ needs. INNOVATION IN VIRTUAL WORLDS: SOCIAL STRUCTURE AND DIFFUSION, O Riordan, Niamh, University College Cork, Cork, Ireland, noriordan@bismail.ucc.ie Adam, Frédéric, University College Cork, College Road, Cork, Ireland, fadam@afis.ucc.ie O’ Reilly, Philip, University College Cork, College Road, Cork, Ireland, poreilly@afis.ucc.ie Most broadly, innovation “combines factors in a new way” (Schumpeter 1939, pp. 87-88). It is commonly defined as an idea, practice, object or material artifact that is perceived as new by an individual or other unit of adoption” (e.g. West and Farr 1990; Damanpour and Gopalakrishnan 2001; Rogers 2003, p. 12). The idea is described as creative or meaningfully unique (e.g. Fang 2008); useful; original; or influential (Mayar cited in Paulus and Nijstad 2003). It generates value by solving techno-economic problems (Yayavaram and Ahuja 2008) and results in social change (Rogers 2003, p. xvi) or at least “challenges the present order” (Van de Ven, Angle et al. 2000).
- #17 Three primary ways to use virtual worlds during product development cycle. Second ideation quest – goal wat to generate ideas on sustainable living in 2020 – philips designer had vision of self-sustaining high rise building that had skin that could collect water, filter light, so more or less like the green idea quest
- #18 From Kohler et al 2009, Technovation To provide an example that bridges the boarder of the real and the virtual, consider the case of Steelcase. The company invites Second Life builders to design an innovative new executive chair. The winner presents their model to the company’s design staff, with the idea of incorporating their ideas into actual models. This is an excellent example for user input generated in the virtual world and considered for future product development opportunities. Still, the nature of this project is character- istic of this early stage where companies are more or less experimenting with the emerging virtual environments, rather then expecting to develop the next generation of innovative products. The responsible manager confirmed that for his company the project is a learning experience and that their goal is to test the opportunities of this new form of interaction (Fig. 1) (Steelcase, 2008). Not by Kohler et al – design competition designed by steelcase – invited sl designers to design next generation of chairs and best designers then invited to present their design in rl to steelcase
- #19 S imilar to other quests –– but used as example of prototype teteing – task to question participants how to perceive look and feel of motobike, the Stunt designed for cities, concept bike in physical world, only trying to launch 2010 but tested in 2008 F uture motorobiking experience – motorbike taken apart and single parts distributed in envt and then filled with questions Y outube -
- #24 pragmatic dimension is related to the perception of the quality of the information acquisition process aiming towards feeding the right knowledge at the right time. ‘ Ease of navigation Clear signs as to how to navigate from one area to another on this sim (P3/1) Intuitive usage Ways to communicate the information in a 3D way that's engaging and intuitive (P6/2) Clear structure I like the structured approach here (P4/2) Effective support The fact you have people here doing tours makes a huge difference (P25/3)
- #25 First, work on transformed social interaction (TSI) has found that the appearance of an avatar influences the behavior of others 68 . For example, more attractive avatars encourage higher levels of involvement by others 70 and are more likely to be included in conversations and interactions 71 . Even avatars whose looks project expertise increase the perception of the avatar's credibility 70 . Second, termed the Proteus Effect 68 , research has shown that individuals in virtual worlds tend to conform to the behaviors that others would expect their avatar to have. For example, attractive avatars are more intimate and friendly with strangers while taller avatars are more confident than shorter avatars because that is the behavior expected of their avatar 68 . Finally, previous research has also found that people whose avatars resemble their physical selves are likely to focus more closely on a task and be more motivated to perform it better 40,72 . Galanxhi, H. & Nah, F. F.-H. Deception in cyberspace: A comparison of text-only vs. avatar-supported medium. International Journal of Human-Computer Studies 65, 770-783 (2007). 68 Yee, N. & Bailenson, J. The Proteus effect: The effect of transformed self-representation on behavior. Human Communication Research 33, 271-290 (2007). 69 Turkle, S. Life on the Screen . (Simon & Schuster, 1995). 70 Holzwarth, M., Janiszewski, C. & Neumann, M. The influence of avatars on online consumer shopping behavior. Journal of Marketing 70, 19 (2006). 71 O'Brien, L. & Murnane, J. An investigation into how avatar appearance can affect interactions in a virtual world. International Journal of Social and Humanistic Computing 1, 192-202 (2009). 72 Cui, J., Aghajan, Y., Lacroix, J., van Halteren, A. & Aghajan, H. Exercising at home: Real-time interaction and experience sharing using avatars. Entertainment Computing 1, 63-73 (2009).
- #27 Interactivity and media-richness are considered as the two principal variables that influence telepresence (e.g. Steuer, 1992; Coyle and Thorson, 2001). Studies in cognitive neuroscience have revealed that human brain responses do not differ if a place, person, or an object is represented in the form of a photograph, a “real” thing, or a sole mental image 60,61 , and virtual worlds have been found to evoke experiences similar to real world experiences (Lakshmi et al Forthcoming). However, in order for a virtual world to evoke a real experience, the virtual world environment must generate compelling feelings of telepresence, or the sense of "being there" 62 . Telepresence can be achieved through a high level of both media richness and interactivity 63,64 . Enabling telepresence also evokes the recollection by an individual of his or her past real world experiences as sensory perceptions of a new environment are affected by one's past sensory perceptions in similar environments 65 . Furthermore, a heightened sense of telepresence leads to a highly immersive virtual experience in which an individual's avatar becomes an extended-self of the participant in the virtual world and the individual concentrates acutely on his/her activities (Animesh et al Forthcoming). 60 Finke, R. The functional equivalence of mental images and errors of movement. Cognitive psychology 11, 235-264 (1979). 61 Finke, R. Levels of equivalence in imagery and perception. Psychological Review 87, 113-132 (1980). 62 Minsky, M. Telepresence. Omni 2, 45-52 (1980). 63 Biocca, F. The Cyborgís Dilemma: Progressive Embodiment within Virtual Environments. Journal of Computer Mediated Communication 3 (1997). 64 Klein, L. Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing 17, 41-55 (2003). 65 Milligan, M. Interactional past and potential: The social construction of place attachment. Symbolic Interaction 21, 1-33 (1998).
- #35 http://www.readwriteweb.com/archives/number_of_virtual_world_users_breaks_the_1_billion.php What are the 5 phases of a Hype Cycle? 1. "Technology Trigger" The first phase of a Hype Cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest. 2. "Peak of Inflated Expectations" In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. There may be some successful applications of a technology, but there are typically more failures. 3. "Trough of Disillusionment" Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. Consequently, the press usually abandons the topic and the technology. 4. "Slope of Enlightenment" Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology. 5. "Plateau of Productivity" A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market. Virtual worlds have reached a stage where new users continue to build, even though the media has moved on to fan the fires of Facebook and Twitter, says Douglas Thompson, CEO of Remedy Communications, a Toronto marketing firm. Second Life says the time spent on the site by users increased 21 percent in 2009. Most paying customers on Second Life are purely social, but it still boasts 1,400 business-related organizations as users. Thompson says traffic on Metanomics, his company’s Second Life video presence, has picked up in the past year, with 50 percent of new users coming from small or medium-size companies. “People no longer ask what an avatar is,” says Thompson. “We can thank Jim Cameron for that.” Read more: Entrepreneurs Doing Business by Avatar - Personal Finance - Employment - SmartMoney.com http://www.smartmoney.com/Personal-Finance/Employment/Entrepreneurs-Doing-Business-by-Avatar/#ixzz0pp1H6D7N
- #39 RT: traditional leadership further challenged as we move to a world of web 3.0 or the immersive internet… http://www.youtube.com/watch?v=-ahqjBeknT0
- #42 http://journals.tdl.org/jvwr/article/view/866
- #43 http://journals.tdl.org/jvwr/article/view/866
- #45 http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/ http://mediagrid.org/groups/technology/OFF.TWG/
- #54 Type Coordinator Names in the empty column!