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Slides from my lecture on Virtual Worlds and Virtual Reality for the Course Contemporary Research Issues in Marketing at SSE in November 2014.
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Stepping into the Internet: Exploring a new world of value-
creation
RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteiglandnordicworlds.net
November 2014
Who am I? (LinkedIn Inmaps)
SSE
Exec Ed
Swedish IndustryResearch
Wharton
Stanford
McKinsey
vonorange.com
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
Some “Nordic” players
InNordicRegionExpats
http://www.amazon.com/The-Immersive-Internet-Reflections-Entangling/dp/1137283017
Published April 2013
Overview− EU funded, 3 year multilateral and transversal network (LLP EACEA,
KA3 (ICT))− December 2011 – December 2014− Project Leader: University of Hull (Darren Mundy, Luisa Panichi)− 19 partners from Austria, Cyprus, France, Germany, Israel, Italy,
Netherlands, Norway, Portugal, Sweden, UK Network Aims
−Collect good practice examples in teaching and learning in virtual worlds from different subjects and national and local contexts− Facilitate transfer of core knowledge to new contexts− Provide framework for creation of pan-European virtual-world university
Expected Outcomes− Increased number of experts in virtual world education− Policy for long-term sustainability of network and its outcomes− Model for knowledge transfer− Range of dissemination events
More information: http://www.euroversity.eu/
Learning Objectives
To gain an overview of virtual worlds and the 3D Internet
To experience immersion in virtual worlds through a variety of activities
To reflect on the benefits and challenges of virtual worlds for business organizations, e.g., marketing
Overview
Introduction to Virtual Worlds
Immersion Benefits and Challenges
Future of Value Creation
Here comes the “Immersive Internet”
O’Driscoll, 2009
How many usually think
of virtual worlds…
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
What are Virtual Worlds?
• Persistent, computer-simulated, immersive environments
• Shared socialization spaces with interactive content• Economic activity and transactions
VWs moving out of “Gartner hype cycle” trough
Virtual worlds today
http://www.gartner.com/it/page.jsp?id=1447613
May 2006
July 2007
The number of virtual worlds and users continues to rapidly increase
http://www.slideshare.net/nicmitham/kzero-universe-q1-2012
≈1.9 bln accounts
≈100 worlds
“Clearly, if social activity migrates to synthetic worlds, economic activity will
go there as well.” Castronova, 2006
The rise of Avapreneurs and Born Virtuals?
Leveraging global reach−Microemployees and pro-ams
−Global markets and local market knowledge
Challenging multinational corporations’ traditional resource
advantage?Teigland, JVWR 2010
“Avapreneur” = Avatar + entrepreneur
Clothes/shoes
MODELLING AGENCIES
Topmodels
Photo-graphers
Photo studio makers
Modelling furniture
Poses and animations
Furniture
HairSkins
Event builders
MAGAZINES
MODELLINGSCHOOLS
Shop builders
Accessories
Body shapes
DJs
Viachka, Giovacchini, Teigland, Lindqvist 2011
Virtual fashion
ecosystem
US$ 635,000 for a virtual 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
VWs for effectiveness through virtual collaboration and visualization
ProViWo: Professional Collaboration and Productivity in Virtual Worlds, http://vmwork.net/proviwo/
City planning in Uppsala and Stockholm
http://www.bbc.co.uk/news/technology-20492908
A spectrum of business virtuality possibilities
Virtuality
Fully real Fully virtual
NO activities conducted in-
world
ALL activities conducted in-
world
Entrepreneur
& RL firm
uses
VW tech
nology
as tool
Avapreneur &
VW firm part
of
VW ecosy
stem of
economic
activity
Cloud Party just acquired by Yahoo!
Overview
Introduction to Virtual Worlds
Immersion Benefits and Challenges
Future of Value Creation
Hooker et al 2010
State of flow- Greater purchase
intent - Positive brand attitudes
Marketing and branding
VWs as a tool for training
• Browser-based, multiuser, voice-enabled simulated medical spaces
• Medical interactive narrative requires learner action• Learn through practice and debrief: fail early and learn through
failure
Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011
Accelerating innovation to meet global needs
Teigland et al. 2010
Integrating users in development
process
http://www.youtube.com/watch?v=2kMNWBU1Yb8
VWs offer significant affordances
Teigland et al 2010
Simulation Avatar
design
Multi-modal
communication
Co-creationArchiving
Immersion
Today’s challenges
I’m “afraid” of the technology. Isn’t a webconference better? It’s just a game.
Who’s behind that avatar?Here today, gone tomorrow….
You’re only as good as your technology.
The technology isn’t stable. I can’t read their body language.….
Attitudes
Behaviors
Technology
Overview
Introduction to Virtual Worlds
Immersion Benefits and Challenges
Future of Value Creation
The Firm
The Collective
vs
E.g., Microsoft~ Built by employees within
organizational boundaries
E.g., Linux~ Built by users and distributed freely regardless of affiliation
Models of Knowledge Creation
Teigland, Di Gangi, & Yetis 2012
Only a matter of time….
O’Driscoll 2009
A “Born Virtual” organization
Teigland, JVWR, 2010
Core teamMembers
Meetings
$$
OpenSimulator: An open source value-creation ecosystem
AcademicEntrepreneurHobbyistLarge FirmNon-profitLocal PublicFederal PublicResearch InstSME EmployeePeriphery
Teigland, Di Gangi, & Yetis 2012
USD 5.5mln in development
costs
Companies competing and collaborating on through an open source platform
Moving into the Experience Economy
Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
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
≈1.4 bln VW accounts under age 16
http://www.slideshare.net/nicmitham/kzero-universe-q1-2012
290 mln
220 mln
>200 mln
290 mln42 mln (and 12 mln bought)
Developing international entrepreneurs?
3D printing becoming more commonplace…
Kids exploring the link between VWs and 3D printing
http://www.minecraftprint.com/
The future of immersion…
http://www.bbc.com/news/technology-19568451
ExploitationImproving
existing value creation activities
ExplorationDeveloping new value creation activities
Adapted from March 1991
From the mobility of goods to the mobility of financial capital to …
Teigland, JVWR, 2010
...the “mobility” of labor?
From factories to office parks to….
Here today, gone tomorrow?
Where is the Firm?24x7 Global Internet Collaboration + Open Source + 3D
Printing
http://mashable.com/2013/02/13/robohand/
$60,000
$150
Available for free download on
Learning Objectives
To gain an overview of virtual worlds and the 3D Internet
To experience immersion in virtual worlds through a variety of activities
To reflect on the benefits and challenges of virtual worlds for business organizations, e.g., marketing
Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net @RobinTeigland
If you love knowledge, set it
free…
If you like this presentation and would like to contribute to our research, we accept bitcoins: 14hs4JbnQLXE87GGzu84uXGaspmxmnLpwC.Thank you!!!!!