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Avatar-Based Innovation

Using Virtual Worlds for Real World Innovation

Thomas Kohler, Kurt Matzler, Johann Füller

University of Innsbruck :: Department of Strategic Management, Marketing and Tourism

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Armed with new connective tools, consumers

want to interact and co-create value... Prahalad and Ramaswamy, 2003

„“

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Background andOpportunities

1 2 3 4

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Virtual Worlds

Computer-generated physical space

Represented graphically in three dimensions

Experienced by many people at once

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Avatar

Virtual representation

Appearance - Looks- Clothing - Accessoires

Virtual Worlds

Open Innovation

Avatar-Based Innovation

=

+

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Opportunities Avatar Based Innovation

Integrating Open Innovation

Real-time Media Richness Interactive collaboration

Virtual Worlds

User-Generated Content

Native creativity Playful environment Freedom to experiment

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Dissolving Boundaries

They could use their virtual-world sensibility to design products with real-world potential

(Hemp, 2006)

„

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Cases and their Challenge

1 2 3 4

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Need identification and idea generation

Concept and design Test and launch

Alcatel-Lucent Innovation Competiton

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Need identification and idea generation

Concept and design Test and launch

Steelcase Chair Designs

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Need identification and idea generation

Concept and design Test and launch

Aloft Testing the Virtual Hotel

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The Challenge

< Participation

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Research Question and Research Design

1 2 3 4

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WHAT CREATES A

COMPELLING

CO-CREATION

EXPERIENCE WITHIN VIRTUAL WORLDS

?

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COMP

CO-CRE

EXPER

ELLING

ATION

IENCE

Virtual Worlds

Open Innovation

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Research Design

context

process users

Expert InterviewsCompelling co-creation process

Participant Interviews and Observation Compelling co-creation in virtual worlds

Focus GroupsCompelling virtual world place

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Participant Interviews - Practical Project

Idea Submission box vs. Compelling Co-Innovation Process

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Ideation Quest

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Sustainable living in 2020

The future motor biking experience

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Preliminary Results and Conclusion

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Challenge

Desirability

Interactivity

Usability

Community

Challenge

Desirability

Interactivity

Usability

Community

Challenge

Desirability

Interactivity

Usability

Community

Challenge

Desirability

Interactivity

Usability

Community

Challenge

Desirability

Interactivity

Usability

Community

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Conclusion

New approach to interactive new product development

Necessity of creating a compelling experience

High level of interactivity and usability

Capitalizing on media richness and playfulness

Discussion