Stepping into the Internet - Value creation through the Immersive Internet
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Transcript of Stepping into the Internet - Value creation through the Immersive Internet
Stepping into the Internet: Exploring a new world of value-
creation
RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteiglandnordicworlds.net
September 2013
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
Learning virtual
teaming skills
http://www.youtube.com/watch?v=uQa6vyG8Dkg
VWs as tool for training, ….
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
Some “Nordic” players
InNordicRegionExpats
Euroversity Network 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/
“Clearly, if social activity migrates to synthetic worlds, economic activity will
go there as well.” Castronova, 2006
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/
Healthcare 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
Accelerating innovation to meet global needs
Teigland et al. 2010
Integrating users in development
process
http://www.youtube.com/watch?v=2kMNWBU1Yb8
Charities bridging RL/VW boundary
Teigland, JVWR, 2010
Core teamMembers
Meetings
$$
OpenSimulator: A value-creation ecosystem
AcademicEntrepreneurHobbyistLarge FirmNon-profitLocal PublicFederal PublicResearch InstSME EmployeePeriphery
Teigland, Di Gangi, & Yetis 2012
USD 5.5mln in development
costs
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
But it is only a matter of time….
O’Driscoll 2009
Moving into the Experience Economy
Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
Hooker et al 2010
State of flow- Greater purchase
intent - Positive brand attitudes
≈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)
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
Developing international entrepreneurs?
Stardoll and JC Penney launch clothing lines:
Pretty’n Love and Rio Chicas
http://www.businessweek.com/magazine/stardoll-takes-girls-internet-fashions-to-penneys-09152011.html
http://www.bbc.co.uk/news/technology-20492908
The future of immersion…
http://www.bbc.com/news/technology-19568451
Increasing pace of VW/3Di development
Browser-based, hyperlinked 3D
Radical interfaces
Mobile
Short-term Mid-term
Long-term
Adapted from Burden, 2012
Exploring the link between VWs and 3D printing
http://www.minecraftprint.com/
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
From factories to office parks to….
From the mobility of goods to the mobility of financial capital to …
Teigland, JVWR, 2010
...the “mobility” of labor?
Here today, gone tomorrow?
Some things do not change
Innovation Exchange
Exchange Trust
Trust RelationshipsRelationships Interaction
Published April 2013
http://www.amazon.com/The-Immersive-Internet-Reflections-Entangling/dp/1137283017
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
If you love knowledge, set it
free…
Interested in learning more?