The document discusses a virtual worlds seminar business workshop agenda. The agenda covers topics like thinking about 3D web applications, branding in virtual worlds, current research statistics, case studies, and the ecosystem around 3D web development. It provides examples and considerations for various 3D web and virtual world project types and implementation strategies.

2. Virtual Worlds Seminar
Business Workshop

3. Agenda
• Thinking about 3D Web
• Branding
• Current research statistics
• The ‘Ecosystem’ around 3D Web
• Case studies

4. Thinking about 3D
Web
• What are you trying to achieve?
• Is it internal or external, private or
public
• Who are the project team?
• Who will be the ‘owner?
• “Normal” project disciplines apply

5. Thinking about 3D
Web
• Is it for brand or product PR?
• Is it for meetings, are they external?
• Exhibitions or conferences?
• Do you have a budget, does it
include staffing and maintenance?

6. Virtual Worlds
Avatar Centric Sports
Social Platforms
Social Game
MMORPG
Branded
3D Chat Adult Games
Worlds
Virtual Worlds
Entertainment Business
Virtual World
City Guides Generators Serious Games
Source:FredCavazza.net

9. Thinking about 3D
Web
• Needs an executive sponsor
• Needs a single ‘owner’ who can be
evangelistic
• IT team’s ‘buy in’ will be required
• Supports the organisations cultural
values - what are they (really)?

10. Organizational Culture
Source: Richard Barrett

11. Branding in 3D Web
• Can be expensive to execute and
maintain
• MTV’s Laguna Beach, Lego Worlds
• Who will see it?
• Best done as a tie in with other
media

12. Any benefit so far?
Source: Thinkbalm

13. ...and in 2009?
Source: Thinkbalm

14. Was it a success?
Source: Thinkbalm

15. What benefits?
Source: Thinkbalm

16. More or less?
Source: Thinkbalm

17. Used or pilot for what?
Source: Thinkbalm

18. Deployed for what?
Source: Thinkbalm

19. ...and for 2009?
Source: Thinkbalm

20. ... and in the future?
Source: Thinkbalm

21. What other options?
Source: Thinkbalm

22. Comparisons
Source: Thinkbalm

23. Comparative cost
Source: Thinkbalm

24. Effort to roll out?
Source: Thinkbalm

25. Payback time?
Source: Thinkbalm

26. Life cycle?
Source: Thinkbalm

27. The barriers?
Source: Thinkbalm

28. Comments
• Early adopters do not usually do ROI
• Signs of a maturing situation
• Higher success that many expected
• Where was ‘branding’?

29. Comments
• Some of the results don’t stack up,
e.g. host, build, train, implement
• Not all costs being accounted for as
innovators use ‘volunteers’
• You need to be realistic or it may
fail
• There is a great deal of positive

30. 3D Web Business Ecosystem
Middleware and
Software Component
Providers
Authoring Tool Server &
Providers Workstations
Management
Consultant Enterprise
Customer
3D Web Engine
3D Web Builder
Developers
Systems Integrator
Enterprise
Hardware
Integration Comms Provider
Manufacturers
Tools
Revenue Flow
Source: Stanford Research Institute

31. 3D Web Business Ecosystem
Meerkat
Middleware and
Software Component
Providers
Blender Dell
Authoring Tool Server &
Providers Workstations
Management
You
Consultant Enterprise
Customer
3D Web Engine IBM
3D Web Builder
Developers
Linden Labs Electric Sheep Systems Integrator
Enterprise
Hardware
Integration Comms Provider
Manufacturers
Tools
Revenue Flow Rivers Run Red Dell BT
Source: Stanford Research Institute

32. 3D Web Business Ecosystem
Meerkat
Project Management?
Middleware and Training?
Software Component
Providers Cultural
Blender Dell Transformation?
Authoring Tool Server &
Providers Workstations
Management
You
Consultant Enterprise
Customer
3D Web Engine IBM
3D Web Builder
Developers
Linden Labs Electric Sheep Systems Integrator
Enterprise
Hardware
Integration Comms Provider
Manufacturers
Tools
Revenue Flow Rivers Run Red Dell BT
Source: Stanford Research Institute

33. Return On Investment

34. travel
5 x (3.5+2) x 10 = $275k

35. sales
(55+690)/2 x 100 x 0.01 = $373k

36. reduced attrition
10 x (0.3 + 1.3)/2 x 50k = $400k

37. efficiency
a x b/c x d = $ek

38. added value
a x b/c x d = e

39. worker compensation
incident number x claim size = $Xm’s

40. punitive damages
incident number x claim size = $Xm’s

41. ROI = reduced travel + increased sales +
efficiencies
+ value added + reduced attrition + reduced
compensation + reduced punitive damages
= $ large

42. Costs
• Branding used to cost £1/4 million
• Private Olive projects cost £1m+
• Pilot’s cost about £20k+
• Then consider project by project
• Custom from $100k - $1m
• Be realistic, build is about 20%

43. Case studies
• BP to save $1-2m per crisis
management training event, costs
now recovered in 2 years and saved
$4m in March 2009
• IBM in a 3 day meeting of it’s ‘Elite’
saved $350k, but ROI not relevant
• Kelly Recruitment and Accenture
both use SL to recruit at lower cost

44. Case studies
Branding examples:
• American Apparel, came and went
• Herman Miller office furniture, ditto
• Coca Cola’s investment in Google
versus Second Life, 5.6m vs. 27

45. Common Errors
• Non exclusive space, e.g. lack of
control, neighbors, closure, etc.
• Poor quality build e.g. scale,
textures, lighting, aesthetics
• Poor design; beach, palm trees,
flying rooms, strange and unusual
• 3D Web is, and will be, Second Life

46. so, ten things...

48. 1. toe in the water

49. 1. toe in the water
2. proof of concept

50. 1. toe in the water
2. proof of concept
3. pilot

51. 1. toe in the water
2. proof of concept
3. pilot
4. end results driven

52. 1. toe in the water
2. proof of concept
3. pilot
4. end results driven
5. train, mentor & coach

54. 6. keep an eye on what’s
happening

55. 6. keep an eye on what’s
happening
7. eggs in many baskets

56. 6. keep an eye on what’s
happening
7. eggs in many baskets
8. ignore the ‘noise’

57. 6. keep an eye on what’s
happening
7. eggs in many baskets
8. ignore the ‘noise’
9. don’t be a wimp

58. 6. keep an eye on what’s
happening
7. eggs in many baskets
8. ignore the ‘noise’
9. don’t be a wimp
10. my name is Che Guevara

59. what to do?

60. Persevere

61. Build pilots

62. Proof of concept

63. An open mind

64. Discussion?