Virtual Worlds Seminar Business Workshop
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KohdSpace Business Workshop at the Virtual Worlds Seminar organised by the Creative Exchange of the University of Derby on September 11 2009.
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Virtual Worlds Seminar Business Workshop
- 1. Virtual Worlds Seminar Business Workshop Terry Thorpe & Neil Riley
- 2. Agenda • Thinking about 3D Web • Branding • Current research statistics • The ‘Ecosystem’ around 3D Web • Case studies
- 3. Thinking about 3D Web • What are you trying to achieve? • Is it internal or external, private or public • Who are the project team? • Who will be the ‘owner? • “Normal” project disciplines apply
- 4. Thinking about 3D Web • Is it for brand or product PR? • Is it for meetings, are they external? • Exhibitions or conferences? • Do you have a budget, does it include staffing and maintenance?
- 5. Virtual Worlds Avatar Centric Sports Social Platforms Social Game MMORPG Branded 3D Chat Adult Games Worlds Virtual Worlds Entertainment Business Virtual World City Guides Generators Serious Games Source:FredCavazza.net
- 12. Thinking about 3D Web • Needs an executive sponsor • Needs a single ‘owner’ who can be evangelistic • IT team’s ‘buy in’ will be required • Supports the organisations cultural values - what are they (really)?
- 13. Organisational Culture Source: Richard Barrett
- 14. Branding in 3D Web • Can be expensive to execute and maintain • MTV’s Laguna Beach, Lego Worlds • Who will see it? • Best done as a tie in with other media
- 15. Any benefit so far? Source: Thinkbalm
- 16. ...and in 2009? Source: Thinkbalm
- 17. Was it a success? Source: Thinkbalm
- 18. What benefits? Source: Thinkbalm
- 19. More or less? Source: Thinkbalm
- 20. Used or pilot for what? Source: Thinkbalm
- 21. Deployed for what? Source: Thinkbalm
- 22. ...And for 2009? Source: Thinkbalm
- 23. ... and in the future? Source: Thinkbalm
- 24. What other options? Source: Thinkbalm
- 25. Telepresence
- 27. ...or worse
- 28. A global view
- 29. Comparisons Source: Thinkbalm
- 30. Comparitive cost Source: Thinkbalm
- 31. Effort to roll out? Source: Thinkbalm
- 32. Payback time? Source: Thinkbalm
- 33. Life cycle? Source: Thinkbalm
- 34. The barriers? Source: Thinkbalm
- 35. Comments • Early adopters do not usually do ROI • Signs of a maturing situation • Higher success that many expected • Where was ‘branding’?
- 36. Comments • Some of the results don’t stack up, e.g. host, build, train, implement • Not all costs being accounted for as innovators use ‘volunteers’ • You need to be realistic or it may fail • There is a great deal of positive
- 37. 3D Web Business Ecosystem Middleware and Software Component Providers Authoring Tool Server & Providers Workstations Management Consultant Enterprise Customer 3D Web Engine 3D Web Builder Developers Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Source: Stanford Research Institute
- 38. 3D Web Business Ecosystem Meerkat Middleware and Software Component Providers Blender Dell Authoring Tool Server & Providers Workstations Management You Consultant Enterprise Customer 3D Web Engine IBM 3D Web Builder Developers Linden Labs Electric Sheep Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Rivers Run Red Dell BT Source: Stanford Research Institute
- 39. 3D Web Business Ecosystem Meerkat Project Management? Middleware and Training? Software Component Providers Cultural Blender Dell Transformation? Authoring Tool Server & Providers Workstations Management You Consultant Enterprise Customer 3D Web Engine IBM 3D Web Builder Developers Linden Labs Electric Sheep Systems Integrator Enterprise Hardware Integration Comms Provider Manufacturers Tools Revenue Flow Rivers Run Red Dell BT Source: Stanford Research Institute
- 40. Costs • Branding used to cost £1/4 million • Private Olive projects cost £1m+ • Pilot’s cost about £20k+ • Then consider project by project • Be realistic, build is about 20%
- 41. Case studies • BP to save $1-2m per crisis management training event, costs now recovered in 2 years and saved $4m in March 2009 • IBM in a 3 day meeting of it’s ‘Elite’ saved $350k, but ROI not relevant • Kelly Recruitment and Accenture both use SL to recruit at lower cost
- 42. Case studies • Branding examples: • American Apparel, came and went • Herman Miller office furniture, ditto • Coca Cola’s investment in Google versus Second Life, 5.6m vs. 27
- 43. Common Errors • Non exclusive space, e.g. lack of control, neighbors, closure, etc. • Poor quality build e.g. scale, textures, lighting, aesthetics • Poor design; beach, palm trees, flying rooms, strange and unusual • 3D Web is, and will be, Second Life
- 44. what to do?
- 45. Persevere
- 46. Build pilots
- 47. Proof of concept
- 49. An open mind
- 50. Discussion?
Editor's Notes
- Avatar=Club Penguin Social=Habbo Sports=Football Superstars MMORPG=World of warcraft 3D Chat=imvuBranded=LegoAdult=3D Poker Virtual=Second Life City=TwinityGenerators=Metaverse Serious=Sun
- Remove Childrens
- Remove teen Games
- Remove non business
- Current Market leaders
- Over 40% saw positive economic benefit whilst 42% did not know
- Over 50% expect positive economic benefit in 2009
- A third said that the data showed it was a success and another 61% sait the projects ‘felt like a success’
- The reported important benefits where ‘face to face time’, innovation and cost saving
- Nearly 3/4 say that investment will increase in 2009/10
- The most common uses for pilot or deployment were for training and meetings
- Internal meetings were more common than external ones
- More complex uses are being considered now that they feel more confident
- Increasing use of the more and more complex applications of the technology
- Leading options were web conferencing, real face to face and video conferencing
- Telepresence $250k per room, $10-20k per month
- A personal experience dealing with a global team
- 3D Web are considered more like face to face than they are web conferencing
- Over 50% said it costs less than the comparisons
- 54% say more than a man months effort, 34% more than 5-6 man months
- 29% in less than 9 months, but as big ‘don’t’ know
- Majority in ‘pre-production’ or pilot or proof of concept
- There are many barriers to adoption
- Train, train, train, the University of Delaware ran a pilot and gave 20 hours training to staff, they said it should have been 40
- Current Market leaders