Nordic Virtual Worlds Network_Some Preliminary Findings
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My presentation for AVATAR International Workshop: Added Value of Teaching in Virtual Worlds on Sept 13 and for the M2N4SL conference on Oct 27, 2011. The presentation discusses some preliminary findings from NVWN-Nordic Virtual Worlds Network, www.nordicworlds.net.
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Nordic Virtual Worlds Network_Some Preliminary Findings
- 1. Stepping into the Internet: Exploring a new world of value-creation
- 2. • Background • Some of NVWN’s findings • Questions
- 3. “Clearly, if social activity migrates to synthetic worlds, economic activity will go there as well.” Castronova, 2006
- 4. US$ 635,000 for a virtual asteroid! •US$ 500,000 profit in 5 years by Jon “Neverdie” Jacobs •Entropia Universe with GDP >US$ 440 mln http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who- just-made-a-cool-half-million-from-the-sale-of-virtual-property/
- 6. International, multidisciplinary team − Denmark, Finland, Iceland, Norway, Sweden, USA − Academia, Industry, Public Sector Objectives − To explore how entrepreneurs and SMEs can use VWs to improve competitiveness − To create a Virtual Center for VW Entrepreneurship & Innovation March 2010 to February 2012
- 7. Two primary levels of investigation “User business” Using a virtual world for business purposes “Platform business” Providing a platform for a virtual world
- 8. A spectrum of business virtuality Virtuality Fully real Fully virtual NO activities ALL activities conducted in- conducted in- world world
- 9. A spectrum of business virtuality Virtuality Fully real Fully virtual NO activities ALL activities conducted in- conducted in- world world
- 10. VWs as tool for RL firms for design, training,….
- 11. …and co-creation 11 Kohler, Teigland, Giovacchini 2010
- 12. A spectrum of business virtuality Virtuality Fully real Fully virtual NO activities ALL activities conducted in- conducted in- world world
- 13. Lifestyle Beauty Magazine Pageant BOSL Model Shopping Agency & CO Mall Modelling Auditorium Academy Web Radio Lindqvist 2011
- 14. Event DJs builders MODELLING MODELLING Photo SCHOOLS studio AGENCIES makers Photo- Modelling graphers Top furniture models MAGAZINES Virtual Poses and animations fashion ecosystem Clothes/ Furniture shoes Accessories Skins Hair Body Shop builders shapes Viachka, Giovacchini, Teigland, Lindqvist 2011
- 15. But few firms span the RL/VW boundary Virtuality Fully real Fully virtual NO activities ALL activities conducted in- conducted in- world world
- 16. Why? Different consumer Lack of … groups …economies of scale? between …economies of scope? RL & VW https://marketplace.secondlife.com/p/MG-Dungeon-Lord-black-male-coat-outfit-by-Marlene/1447251
- 17. Two primary levels of investigation “User business” Using a virtual world for business purposes “Platform business” Providing a platform for a virtual world
- 18. “Opposing” forces: Current business models limit overall VW industry growth VW platform SMEs providers Need for seamlessness “Closed” between VWs business models
- 19. Income Model Income model
- 20. RL entrepreneurs keeping out……. “The modeling and simulation technology is crap…” “I’m not going to risk my money and time…..”
- 21. But it is only a matter of time…. O’Driscoll 2009
- 22. Open source VW platforms growing OurBricks
- 23. Charities bridging RL/VW boundary Members Core team Meetings $$ Teigland, JVWR, 2010
- 24. Fashion industry leading the way.... “Entertainment more meaningful than real life” “Meaningful interactions between real people creates real value” “Fashion allows for self-identification and is driver for economic value” Eyjólfur Guðmundsson, CCP Games, 2011
- 25. - Greater purchase intent State of flow - Positive brand attitudes Hooker et al 2010
- 26. Stardoll launches JC Penney clothes line http://socialtimes.com/stardoll-online-fashion-community-launches-jc-penney-clothes-line_b38360
- 27. 970 mln VW accounts under age 16 http://www.slideshare.net/nicmitham/kzero-universe-q2-2011
- 28. My 10 year old cousin is addicted to Stardoll and does not see why I like Facebook since I can only read what other people send me. For her it is just natural for all her friends to be moving around the Stardoll website. - Masters student at Stockholm School of Economics As soon as the Facebook generation wakes up and embraces virtual reality, we are going to see a giant wave of virtual world millionaires. -Jon “Neverdie” Jacobs
- 30. The rise of Avapreneurs and Born Virtuals? “Avapreneur” = Avatar + entrepreneur Leveraging global reach − Microemployees and pro-ams − Global markets and local market knowledge Challenging multinational corporations’ traditional resource advantage? Teigland, JVWR 2010
- 31. Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
- 32. From the mobility of goods to the mobility of financial capital to … ...the “mobility” of labor?
- 33. “We ain’t seen nothin’ yet!” Karinda Rhode Photo: Lindholm, Metro aka Robin Teigland robin.teigland@hhs.se Photo: Nordenskiöld www.knowledgenetworking.org www.slideshare.net/eteigland www.nordicworlds.net RobinTeigland Photo: Lindqvist
Editor's Notes
- Explore how entrepreneurs and SMEs globally are using and could use VWs to improve their competitiveness. how both formal and informal work and business processes, such as product and service design, customer and supplier interaction, learning and training, may be transformed and made more effective through the use of VWs.To create a Virtual Center for VW Entrepreneurship & Innovation to stimulate and facilitate networking and knowledge and resource sharing among Nordic individuals and organizations interested in VWs. We also plan to connect these Nordic actors to leading VW actors in other global areas, especially Silicon Valley, to improve knowledge transfer as well as business opportunity development
- 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
- B2C
- 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 OndrejkaPicture creditshttp://ncfp.wordpress.com/category/adaptive-management/page/2/http://www.motorship.com/news101/new-version-of-cadcam-software-released
- RT: the 3D internet characterized by ….(next slide)
- Yet no critical mass
- http://journals.tdl.org/jvwr/article/view/866
- GöranLindqvist, 2011A virtual world affords immersion and interactionImmersion and interaction leads to identification with the avatarIdentification gives an avatar a persona, with wishes, aspirations, likes and dislikesAn avatar with a persona will engage in consumption and entrepreneurship – to the extent that the virtual world allows ithttp://tinasuniversum.blogspot.com/2011/03/var-svenska-model-madeleine-dollinger.html
- 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
- http://journals.tdl.org/jvwr/article/view/866