usc faculty lecture 2
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8/14/2019 USC Faculty Lecture 2
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Faculty Seminar on
Virtual WorldsEpisode 2 - Second Life - 2/12/08
cory ondrejka - cory.ondrejka@gmail.com
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a quick review
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online versus virtualcommunity versus world
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millions of reasons
Online Game Online Communities Online Worlds
lots
a few
many
crapload
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some rules of thumb for
world-wide numbers:
Virtual worlds: 20 millionMMOs: 50 million
Social networks: 100 million
(with lots of overlap)
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gold in dem darn (virtual) hills
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amateur versus expert
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don’t make me usethe baby seal slide again
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(because I will)
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participation
0
16.25
32.50
48.75
65.00
Web Wikipedia Sims Open SourceMainstream Media Second Life
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any questions lurking?
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it’s story time!
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the second life story
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good thing we’re in la
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8 years so far
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which isn’t that long
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as mitch likes to point out
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(who’s been through this)
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think about the pc
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think about the pc
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think about the pc
1976
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think about the pc
1976
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think about the pc
1976
1990
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15 years
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(maybe 2/3)
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but, like all exponentials...
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but, like all exponentials...
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but, like all exponentials...
vaguely interesting
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but, like all exponentials...
vaguely interesting
veryinteresting
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plus, sl gives plenty of material
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second life’s growthPopulation Money
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2000
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2000
compression
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2000
compression
gridcomputing
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2000
compression
gridcomputingcellular
automata
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2000
compression
gridcomputingcellular
automata
“the rig”
“ f ”
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“the forest”
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2000 scorecard:
no usersno exchange
5 employees
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2000 scorecard:
no usersno exchange
5 employees
people signed upusers trading L$ and US$Linden Lab employees
d lif ’ th
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second life’s growthPopulation Money
d lif ’ th
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second life’s growthPopulation Money
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2001
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2001
building
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2001
building
avatars
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second life was about people
th t b tif l l
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even the most beautiful place
t i t ti l
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was not as interesting as people
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scripting, too
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2001 scorecard:
no usersno exchange
10 employees
d lif ’ th
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second life’s growthPopulation Money
d lif ’ th
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second life s growthPopulation Money
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2002
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2002 was a very good year
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2002 was about people!
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2002 was about people!
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2002 was about people!
Alpha!
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and people meant...
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creation
communitycollaboration
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virtually no screenshots from this era
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2002 scorecard:
145(!) usersno exchange
20 employees
second life’s growth
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second life s growthPopulation Money
second life’s growth
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second life s growthPopulation Money
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2003
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remember 2002?
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creation
communitycollaboration
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2003 had more people
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creation
communitycollaboration
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however, since
communitiesare not scale free...
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creation
communitycollaborationoften drove...
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cheating
combatboundaries
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do good fences
makegood neighbors?
the jessie wall
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the jessie wall
the jessie wall
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the jessie wall
the jessie wall
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the jessie wall
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this story only survives because
of james au
embedded in a virtual world
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embedded in a virtual world
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how to preserve the ephemeral?
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Second Life launched on June 23, 2003
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June 23rd is now a
holidayin Second Life
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Second Life launched with
less than400users
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and didn’t grow much
evolve or else
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evolve or else
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we asked for help
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we asked for help
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we asked for help
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we asked for help
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“it’s stupid to askpeople to build a
worldand to not let them
own it!”
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oops
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so we studied
i
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so we studied
macro economics
i
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so we studied
macro economics
creative destruction
i
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so we studied
macro economics
creative destruction
“mystery of capital”
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and evolved both the
intellectual property approachandthe business model
intellectual property
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p p y
intellectual property
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p p y
Yochai says “$#@%?@!!”
business model
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enables two broad lines of study
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ip rulesin the information economy
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entrepreneurshipin the information economy
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2003 scorecard:
2743 usersno exchange25 employees
second life’s growth
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gPopulation Money
second life’s growth
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gPopulation Money
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2004
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entrepreneurship
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entrepreneurship
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branding
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breaking the magic circle
really breaking
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2004 was about the
individualusing second life
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2004 scorecard:
18,876 users$5,000/mo exchange40 employees
second life’s growthP l ti M
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Population Money
second life’s growthP l ti M
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Population Money
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2005
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three things happened in 2005
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Second Life became free
as in beer
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educators discovered SL
in a big way
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particularly via
GLS andSerious Games
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and sl started growing
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businesses
followedthe people
but just a little
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though virtually noreal-world brands
(yet)
government
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tringo
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broadcasting identity
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2005 was a year of building
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2005 scorecard:
123,438 users$500,000/mo exchange60 employees
second life’s growthPopulation Money
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p y
second life’s growthPopulation Money
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p y
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2006
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the knee in the curve
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the year of “firsts”
auto company
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hotel chain
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clothing company
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concert
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cc concert
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fashion magazines
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news organization
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harvard class
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millionaire
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where did this all come from?
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despite popular perceptionit was
NOTthe Linden
uber marketing machine
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I wish we had that much power
distributed entrepreneurs
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plus everyone else
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gladwell would be proud
gartner, too
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2006
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2006 scorecard:
3,000,000 users$5,000,000/mo exchange
100 employees
second life’s growthPopulation Money
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second life’s growthPopulation Money
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and then things gotexciting
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2007
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freedom!
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(as in speech)
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second life clientopen sourced
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big business arrived
these guys got acquired/funded
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csi:ny
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fortune 500 bingo
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mix of training,marketing, collaboration
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lots of questions:efficacy of training?
impact of trust?brands and community
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and how does voice mix in?
over the top
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made more complicated bythe rest of the world arriving
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and by increasingregulatory interest
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gambling
adult activitiesbanking
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all of cyberlaw’s shortcomings
plus the metaphor
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and lack of standards
what does user mean?
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2007 scorecard:
11,000,000 users$8,000,000/mo exchange
220 employees
second life’s growthPopulation Money
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second life’s growthPopulation Money
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2008
rebounding
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hundred of sl developersemploying
thousands of peoplefrom all over the world
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sl growth increasing again
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5% weekly concurrency growth
emmy-tastic
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so, what’s next?
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Second Life’s
progression has been
communitycollaboration
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collaborationidentity
education
entrepreneurshipmarketing
businessmedia
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innovation
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so I’d like to propose diving
deeper into:
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stop talking now
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cory.ondrejka@gmail.com
http://ondrejka.net
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