enhancing innovation through virtual worlds

Stepping into the Internet: Stepping into the Internet: Exploring opportunities for Exploring opportunities for

innovationinnovation------------

UT Austin, Managing InnovationUT Austin, Managing Innovation

February 2011February 2011www.hhs.sewww.hhs.se

Today’s presentationToday’s presentation

• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for

innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions

Here comes the “Immersive Internet”Here comes the “Immersive Internet”

O’Driscoll 2009O’Driscoll 2009

How many usually think of virtual worlds…How many usually think of virtual worlds…

Computer-generated, persistent space Three-dimensional, immersive environmentExperienced by many people at once/interactivity

Virtual Virtual socialsocial worlds vs virtual worlds vs virtual gaminggaming worldsworlds

So, what can you do?So, what can you do?

•Ability to manipulate/create contentAbility to manipulate/create content•In some cases, virtual economy and currencyIn some cases, virtual economy and currency

Improving corporate trainingImproving corporate training

Learning virtual Learning virtual teaming skills teaming skills through doingthrough doing

http://www.youtube.com/watch?v=uQa6vyG8Dkghttp://www.youtube.com/watch?v=uQa6vyG8Dkg

IBM’s Innovation Jam

http://freshtakes.typepad.com/http://freshtakes.typepad.com/sl_communicators/2006/09/sl_communicators/2006/09/ibms_second_lif.htmlibms_second_lif.html

Facilitating virtual collaborationFacilitating virtual collaboration

Welch et al 2010Welch et al 2010

ProViWo: Professional Collaboration and ProViWo: Professional Collaboration and Productivity in Virtual Worlds, Productivity in Virtual Worlds, http://vmwork.net/proviwo/http://vmwork.net/proviwo/

Merck’s Global R&D

Working with customersWorking with customers

http://www.youtube.com/watch?http://www.youtube.com/watch?v=wsYVF25jHqw18v=wsYVF25jHqw18

Understanding customer needs

Developing products that meet those needs

+=Successfulinnovation

Innovation

From Kohler 2011From Kohler 2011

Armed with new connective tools, consumers want to interact and co-create value...

Prahalad and Ramaswamy, 2003

„“

Slide from Kohler 2011Slide from Kohler 2011

AvatarVirtual representationAppearance - Looks- Clothing - Accessories


Technological advancesTechnological advances

Technological advances

Real-timeMedia richnessInteractive collaboration

“When you are at Amazon.com you are actually there with 10.000 concurrent other people, but you cannot see them or talk to them. At Second Life, everything you experience is inherently experienced with others.” (P. Rosedale)


“ They could use their virtual-world sensibility to design products with real-world potential.. (Hemp, 2006)

„

User-generated content

Native creativityPlayful environmentFreedom to experiment


Need identification and idea generation

Concept and design Test and launch

Philips Ideation Quest

Kohler 2009Kohler 2009

Steelcase Chair Designs



Kohler 2009Kohler 2009

KTM Ideation Quest



Kohler 2009Kohler 2009 http://www.youtube.com/watch?http://www.youtube.com/watch?v=urIrLzFxPz0v=urIrLzFxPz0

RunAlong

Swedish web startup

Web community for female runners

Goal: Enable knowledge exchange from disperse locations about local markets

Travel for Change

Non-profit project

Volunteer travel platform

Goal: Co-design of Service Experience

Kohler, Teigland, Giovacchini, Helms 2011Kohler, Teigland, Giovacchini, Helms 2011

Bringing together runners from across Bringing together runners from across globeglobe

Helms, Giovacchini, Teigland, Kohler, JVWR 2010Helms, Giovacchini, Teigland, Kohler, JVWR 2010http://www.youtube.com/watch?http://www.youtube.com/watch?

v=2kMNWBU1Yb8v=2kMNWBU1Yb8

PRAGMATIC SOCIABILITY

USABILITY HEDONIC

VIRTUAL CUSTOMER

ENVIRONMENTS

Nambisan and Nambisan 2008

What should you think about?What should you think about?

Provide clear navigation structure

Provide individual support

USABILITY

PRAGMATICDesign to inspire

Create immersive environments

HEDONICProvide challenging tasks

Nurture playfulness

SOCIABILITYEncourage collaboration

Engage in multi-modal conversations

Nambisan and Nambisan 2008

What role does avatar appearance play?What role does avatar appearance play?

Avatar appearance influences one’s behavior and that of others

•More attractive avatars involve others better and more likely to be included in conversations and interactions

•Taller avatars are more confident, stronger negotiators

•People whose avatars resemble their physical selves focus more closely on task and more motivated to perform better

See speaker notes for sourcesSee speaker notes for sources

“I’m currently in my work avatar, which is an extension of my professional life and when I

show up in SL with this avatar I’m a representative of my company and therefore I adjust what I’m saying and doing accordingly. While during the workshop I showed up with my personal avatar, that I use for volunteer efforts in SL for a not-for-profit organization. So, I think I adjusted my behavior just a little bit, by being a little bit less worried and more

relaxed about just meeting people without being under a particular pressure to make a

lot of sense.

What role does the environment play?What role does the environment play?

Environment influences behaviorEnvironment influences behavior− Heightened telepresence, or sense of “being there”, leads to Heightened telepresence, or sense of “being there”, leads to

highly immersive virtual experience in which individual's highly immersive virtual experience in which individual's avatar becomes extended-self of participant in virtual world avatar becomes extended-self of participant in virtual world and individual concentrates acutely on his/her activitiesand individual concentrates acutely on his/her activities

“At first I thought that it running around track was really goofy…but honestly after I ran the first time around, I remember it pulled for me some memories of actually running, the last

time I was actually running on the sidewalk or through my neighborhood. That was really

interesting, and it has stuck with me that you used the SL environment with scripted animation to actually give people an

experience to ground them to prepare them mentally for what we were going to be talking

about. So I thought that was fantastic.”

28

Interested in joining a

workshop?

Please register at

tiny.cc/t4c or email me

at [email protected]

Travel for ChangeTravel for Change

Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010

29

1. Become aware

4. Get critical

3. Get creative

2. Get inspired

How does participation through an avatar impact the co-creation process?

How does participation through an avatar impact the co-creation process?

How does the environment impact the co-creation process?

How does the environment impact the co-creation process?

A

B

Food

for

Food

for

thou

ght

thou

ght

……

Follow-up Follow-up survey and survey and interviewinterview

VWs moving out of “Gartner hype cycle” VWs moving out of “Gartner hype cycle” troughtrough

Virtual worlds today

http://www.gartner.com/it/page.jsp?id=1447613http://www.gartner.com/it/page.jsp?id=1447613

>1 bln usersMay 2006

July 2007

http://www.slideshare.net/nicmitham/kzero-radar-q1-2011?from=ss_embed

>1 bln users

Building skills in virtual environmentsBuilding skills in virtual environments

My CVMy CV•Leading a virtual team of 30 Leading a virtual team of 30

individuals from across the globeindividuals from across the globe•Creating and successfully Creating and successfully executing strategies under executing strategies under

pressurepressure•Managing cross-cultural conflict Managing cross-cultural conflict

without face-to-face without face-to-face communicationcommunication

Teigland 2010

““Practicing” entrepreneurshipPracticing” entrepreneurship

““Clearly if social activity migrates to Clearly if social activity migrates to synthetic worlds, economic activity will go synthetic worlds, economic activity will go

there as well.”there as well.” Castranova, 2006Castranova, 2006

http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-1240578@N23/1240578@N23/

•US US $3 bln in virtual good sales 3 bln in virtual good sales in 2009 to grow to US in 2009 to grow to US $12 bln in 12 bln in

20122012

•US $222,000 raised at American Cancer Society Relay

in Second Life

•Swedish government granted Swedish government granted bbank license to Mind Bank in

2009

•US US $3 bln in virtual good sales 3 bln in virtual good sales in 2009 to grow to US in 2009 to grow to US $12 bln in 12 bln in

20122012

•US $222,000 raised at American Cancer Society Relay

in Second Life

•Swedish government granted Swedish government granted bbank license to Mind Bank in

2009

USD 635,000 for an asteroid!USD 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/

USD 500,000 profit in 5 yearsUSD 500,000 profit in 5 years-Jon “Neverdie” Jacobs-Jon “Neverdie” Jacobs

Emergent organizing in VWsEmergent organizing in VWs

Collaborating with Collaborating with like-minded like-minded

individuals to pursue individuals to pursue a visiona vision

Teigland, JVWR, 2010Teigland, JVWR, 2010

Increasing pace of VW development!Increasing pace of VW development!

VWs on VWs on stickstick

Browser-Browser-based VWsbased VWs

SeamlessnessSeamlessness

http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://mediagrid.org/groups/technology/OFF.TWG/http://mediagrid.org/groups/technology/OFF.TWG/

"Create Once, "Create Once, Experience Experience

Everywhere”Everywhere” Expanding Expanding usesuses

For smart For smart phones and phones and tablet PCstablet PCs

OpenSim: The open source of VWsOpenSim: The open source of VWs

CERN control CERN control room and room and particle particle

acceleratoraccelerator

Coming soon!Center for

Entrepreneurship and

Innovation

Contact Serdar Temiz at

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” -Jon “Neverdie” JacobsJacobs

As modeling and simulation technology improves, more and more real world items

will be successfully designed in collaborative spaces that can be leveraged both by

corporations and ad hoc groups.-Cory Ondrejka-Cory Ondrejka

ConclusionVWs offer new opportunities for innovation and co-creation

Advances mostly in creation of innovation-related knowledge

Technological challenges remain but improving rapidly

Preliminary insights on how to manage co-creation workshops

Karinda RhodeKarinda Rhode

aka Robin Teiglandaka Robin [email protected]@hhs.se

www.knowledgenetworking.owww.knowledgenetworking.orgrg

www.slideshare.net/www.slideshare.net/eteiglandeteigland

www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland

Karinda RhodeKarinda Rhode

aka Robin Teiglandaka Robin [email protected]@hhs.se

www.knowledgenetworking.owww.knowledgenetworking.orgrg

www.slideshare.net/www.slideshare.net/eteiglandeteigland

www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland

Photo: Lindholm, Metro

Photo: Nordenskiöld

Photo: Lindqvist

If you love knowledge, set it

free…

enhancing innovation through virtual worlds

Technology

virtual economy

immersive virtual experience

avatar im

design test

individuals avatar

avatar appearance play

work avatar

personal avatar