Vinco presentation 2011

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Presentation of the VinCo research project results

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Vinco presentation 2011

  1. 1. VinCo - Innovative Business andCollaboration in VirtualEnvironmentsStaff: Research Manager Anu Sivunen (currently on maternity leave), Researchers Sami Ahma-aho, Petra Bosch-Sijtsema, Marko Hakonen and Teemu Surakka. Prof. Matti Vartiainen asCoordinator @ Virtual and Mobile Work Research Unit at BITConnections: Strong academic collaboration with Stanford University virtual environmentresearchers (Prof. Bailenson, Reeves, Fruchter). Connections to companies (e.g., Nokia, IBM, UPM)and other research groups (Free University of Amsterdam, Novay, University of St. Gallen).Timetable: 1.1.2008 - 30.06.2011
  2. 2. Definition 3D collaborative virtual environments are systems, where multiple participants share the same three-dimensional digital space despite occupying remote physical locations and can navigate, manipulate objects, and interact with one another via avatars
  3. 3. Virtual worlds and productivitySource: http://www.youtube.com/watch?v=4woBlomg1x8
  4. 4. VinCo Approach Innovative virtual Innovative virtual collaboration and business communication networks Trends / Models of collaboration and productivity in virtual environments (VEs)
  5. 5. VinCo Project – Literature reviewFour trends in current research on group phenomena in VEs 1. Scholars tend overtly to concentrate on demonstrating that real-life behavioral norms of group work apply also in VEs. ■ How about uniqueness of the new environment? 2. There is a lack of considering VEs as potential platform for distributed work teams. ■ Search for potential gains for distributed teams. 3. The scope on groups in current research has a strong focus on micro-level phenomena, like personal distance. ■ Why not study also, for instance leadership or trust. 4. There is a lack of covering (meta) theories of group processes. ■ More emphasis on theoretical integration. Sivunen, A., & Hakonen, M. (In Press). Review of Virtual Environment Studies on Social and Group Phenomena: Trends and Agenda for Further Research. Small Group Research.
  6. 6. VinCo Project – MethodologicaldevelopmentEthnography and social network analysis in Second Life • Benchmarking different platforms for research -> Second Life • Collaboration with Stanford University / Jeremy Bailenson and Nick Yee -> Automated scripts suitable for both collaboration and business studies • Ethnographical methodologies suitable for VEs -> Proven techniques and settings to study collaboration in VEs Sivunen, A. (2009) Digital encounters: Constructing group identity through meetings in virtual environment. 1st Autumn Conference of Interpersonal Communication and Social Interaction Section ECREA (European Communication Research and Education Association, Tampere, Finland, October 21-23, 2009 Surakka, T. (2010). Using Virtual Worlds to Study Knowledge Intensive Value Creation. International Conference on Organizational Learning, Knowledge and Capabilities, Boston, USA, June 3.-6, 2010
  7. 7. Vinco Project – Benefits and challenges of3D Virtual Environment Use in BusinessInterview dataset of 3D virtual environment use in global business• 44 interviews – 5 with vendors of well-known virtual worlds, – 2 with experts who specialize in virtual world research and consulting – 37 interviews with managers of 12 different global (Fortune 100 and 500) and US companies who all had experience in using professional virtual worlds in their company Bosch-Sijtsema, P. & Sivunen, A. (In Review Process). Virtual worlds supporting distributed work: Use cases of professional virtual worlds. Journal of the Association for Information Systems.
  8. 8. Vinco Project – Benefits and challenges of3D Virtual Environment Use in Business1. Team meetings/ small meetings (38%) • Benefits: Global / distributed working, Performance/ productivity, Travel time and cost reduction • Challenges: Adoption of technology, Ease of use / user experience, Steep learning curve2. Theoretical training (30%) • Benefits: Decrease in cost, Distributed and global training, Enable social networks • Challenges: Adoption of technology, Technology problems (e.g. bandwidth), Steep learning curve3. Creativity and visualization of data (30%) • Benefits: Being able to do things that are not possible or very difficult in real life, Opportunities to meet people both informally and formally, Global / distributed working • Challenges: Adoption of technology, Business value not clear / business model needed, No natural movements or gestures possible Bosch-Sijtsema, P. & Sivunen, A. (In Review Process). Virtual worlds supporting distributed work: Use cases of professional virtual worlds. Journal of the Association for Information Systems.
  9. 9. Vinco Project – Benefits and challenges of3D Virtual Environment Use in Business4. Community (30%) • Benefits: Opportunities to meet people both informally and formally, Enable social networks, Travel time and cost reduction • Challenges: Adoption of technology, Ease of use / user experience, Cost of technology and training5. Conferences and large events (24%) • Benefits: Global / distributed working, Travel time and cost reduction, Enable social networks • Challenges: Adoption of technology, Generation issues, Steep learning curve6. Hands-on training (22%) • Benefits: Safety of training in VEs, Possibility to train simulations of real world situations or scenarios, Reduced training time • Challenges: Adoption of technology, No natural movements or gestures possible, Business value not clear / business model needed Bosch-Sijtsema, P. & Sivunen, A. (In Review Process). Virtual worlds supporting distributed work: Use cases of professional virtual worlds. Journal of the Association for Information Systems.
  10. 10. VinCo Project – Virtual Business Exerciseand Venture Capital ProgramTeaching and research approach• Students / teams set up a real company for real customers, based on their own business plans and with the help of venture capital (20 000 L$) given to them.• http://www.elisanet.fi/vincoproject/• http:// www.elisanet.fi/vincoproject/entrepreneurship/• Designed to enhance business education by emphasizing the process of inquiry and collaboration. The experiences from this project will be turned into new course where ideally students from different Aalto University schools combine the various viewpoints (business planning, entrepreneurship, social media, marketing, visual design) in building a new business venture. Surakka, T., & Ahma-aho, S. (In Review Process). Using Second Life to Teach and Research Virtual Economy. Forthcoming in Hindrichs R. & Wankel C. 3D Virtual World Learning Handbook, Emerald Publishing, Bingley, UK.
  11. 11. VinCo Project – Ongoing research – Taxonomy ofbusiness models in Second Life• Random sample of the 31528 (23.8.2010) main grid regions listed in http://www.gridsurvey.com - 1239 unique companies / brands categorized so far.• Is there differences compared to taxonomies made in other economies?• Is there differences between strategies used by entrepreneurs operating only in Second Life and companies with presence in other economies as well?
  12. 12. VinCo Project – Ongoing research – Landauction data• Virtual worlds offer the possibility to study the impacts of different policies and external influences on economies• Second Life land auctions in US dollars and in Linden dollars – What are the determinants of prices in virtual land? – Are the prices affected by policy changes and how much so?
  13. 13. Academic papers and presentations• Bosch-Sijtsema, P. & Haapamäki, J. (In Review Process). Professional 3D virtual environments overcoming challenges of distributed teams. Computers in human behavior special issue on Web-2.0 technologies in support of open, team-based learning and innovation.• Bosch-Sijtsema, P. & Sivunen, A. (In Review Process). Virtual worlds supporting distributed work: Use cases of professional virtual worlds. Journal of the Association for Information Systems.• Surakka, T., & Ahma-aho, S. (In Review Process). Using Second Life to Teach and Research Virtual Economy. In Hindrichs R. & Wankel C. 3D Virtual World Learning Handbook, Emerald Publishing, Bingley, UK.• Sivunen, A., & Hakonen, M. (Online First). Review of Virtual Environment Studies on Social and Group Phenomena: Trends and Agenda for Further Research. Small Group Research.• Surakka, T. (2010). Using Virtual Worlds to Study Knowledge Intensive Value Creation. International Conference on Organizational Learning, Knowledge and Capabilities, 3.-6.6.2010, Boston, USA.• Surakka, T. (2009). Using Social Network Analysis to Study Value Configurations in Virtual Worlds. IV Congress for CyberSociety 2009, 12.–29.11.2009, online conference.• Ahma-aho, S. (2009). Virtual Environments in Knowledge Management – a Tool for Measuring Productivity? IV Congress for CyberSociety 2009, 12.–29.11.2009, online conference.• Surakka, Teemu. 2009. Using Social Networks in Virtual Worlds to Study Knowledge Intensive Value Creation. Poster presented at ZEW-KMRC-Workshop 6.-7.11.2009. Centre for European Economic Research (ZEW) & Knowledge Media Research Center (KMRC), Mannheim, Germany.• Sivunen, A. (2009). Digital Encounters: Constructing Group Identity through Meetings in a Virtual World. 1st Autumn Conference of Interpersonal Communication and Social Interaction Section of ECREA, October 21–23, 2009, Tampere, Finland.• Surakka, T. (2009). Knowledge Intensive Value Creation in Virtual Worlds. 16th International Conference on Concurrent Enterprising, 22.-24.6.2009, Leiden, The Netherlands.

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