Teigland Minälv May 2011
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Stepping into the Internet: Exploring a new world of value-
creation------
May 2011
RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteigland
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History tends to repeat itself….Innovation, financial crisis, industrial revolution,
…
Steam engine
Internal combustion
engine
Microelectronics
Late 18th C Late 19th C Late 20th C
Schön 2008
Third industrial revolution?
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Here comes the “Immersive Internet”
O’Driscoll 2009
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Drivers of changeIn
crease
dIn
tera
ctivity
DiGangi 2010
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What are Virtual Worlds?
• Persistent, computer-simulated, 3D immersive environments
• Shared space/interactivity with others• In some cases, ability to manipulate/create content
• In some cases, virtual economy and currency
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VWs moving out of “Gartner hype cycle” trough
Virtual worlds today
http://www.gartner.com/it/page.jsp?id=1447613
>1 bln usersMay 2006
July 2007
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7
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How many usually think
of virtual worlds…
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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
Building skills in virtual environments
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> 560 mln VW users under age 15
http://www.slideshare.net/nicmitham/kzero-radar-q1-2011?from=ss_embed
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…..we’re all on Facebook 24/7. But if I ask my 10 year old cousin, who
is addicted to Stardoll, she does not see why I like Facebook so
much since I can only read what other people send me. For her it is just natural for all of her friends to
be moving around the Stardoll website.
- Masters Student at Stockholm School of
Economics
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Practicing international entrepreneurship
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“Clearly if social 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 $222,000 raised at American Cancer Society Relay
in Second Life
• Swedish government granted bank license to Mind Bank in
2009
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Pay through PayPal and have delivered to any virtual world
http://www.totalavatarshop.com
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US$ 635,000 for an 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/
• US$ 500,000 profit in 5 years by Jon “Neverdie”
Jacobs• Entropia Universe with GDP
>US$ 440 mln
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HP rolls out virtual banking with Avaya’s Web.alive
http://www.hypergridbusiness.com/2011/04/hp-rolls-out-virtual-banking-with-avayas-web-alive/
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Welch et al 2010
Merck’s Global R&D
NVWN Monthly Project Meeting
http://freshtakes.typepad.com/sl_communicators/2006/09/
ibms_second_lif.html
Virtual collaboration
ProViWo: Professional Collaboration and Productivity in Virtual Worlds,
http://vmwork.net/proviwo/
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Increasing pace of VW/3Di development!
VWs on stick
Browser-based VWs/hyperlinked
3D
Seamlessness between VWs
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
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Open source VW platforms
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Virtual Worlds on Demand
www.kitely.com
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Easy to….
Set up your own virtual world with own web presence (each world has World Page with own URL and sharing buttons
Manage who can access each world via Facebook integration (LinkedIn, Twitter, and other login options are coming) and track this
Run multiple worlds so can host hundreds of simultaneous events while still paying just $0.20 per user per hour
Finance since charged by minute so actual visitor costs for partial hours are lower
http://getsatisfaction.com/kitely/topics/how_to_change_default_viwer_on_a_mac#reply_5484936
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http://www.slideshare.net/helgetenno/post-digital-marketing-2009
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Moving into the Experience Economy
Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
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The rise of social shopping
http://www.interactivecity.com/
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3D interactive marketing
Hooker 2010
State of flow -> greater purchase intent and positive brand attitudes
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Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011
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Interacting with customers in the development process
Helms, Giovacchini, Teigland, Kohler, JVWR 2010http://www.youtube.com/watch?
v=2kMNWBU1Yb8
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Exploring VW affordances
Nonaka & Toyama 2003, Teigland et al 2010
SimulationAvatar
design
Multi-modal
communication
Co-creationArchiving
Immersion
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30
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email me
Kohler, Teigland, Giovacchini 2010
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“ They could use their virtual-world sensibility to design products with real-world potential.. (Hemp, 2006)
„
User-generated content
Native creativityPlayful environmentFreedom to experiment
Slide from Kohler 2011
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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
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Purchase with credit card, PayPal, mobile phone or in physical stores (such as Walmart),
Facebook takes 30% of revenue In study with 3000 respondents: Will you be buying
and spending Facebook Credits? – 17 % Yes, absolutely – 58 % No, absolutely not– 25 % I have to learn more
Predictions by Social Times Pro, May 2011− Facebook Credits will likely have nearly 25 million users in
next 12 mos.− By 2016 Facebook Credits will probably have 100 million
users
Group 8b , Course 2304, Media Management 2011
Facebook Credits – A new economy?
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From the mobility of goods to the mobility of financial capital to …
Teigland, JVWR, 2010
...the “mobility” of labor?
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Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
“We ain’t seen nothin’ yet!”