entrepreneurship in virtual worlds nov3
DESCRIPTION
Slides from Seminar on entrepreneurship in Virtual worlds in Nov 2011: http://nordicworlds.net/2011/10/31/seminar-on-entrepreneurship-in-virtual-worlds-november-3/.TRANSCRIPT
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Entrepreneurship in Virtual Worlds
November 2011www.nordicworlds.net
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Programme 10:30 Welcome and Presentation
− Virtual Worlds: Just a game or what? 11:00 Presentation of a Pan-Nordic Research Project
− Professor Robin Teigland (Stockholm School of Economics, UiA) presents the project “NVWN - The Nordic Virtual Worlds Network”
Showcases 11:30 RunAlong
− Entrepreneur Heidi Harman presents her experiences with the running initiative, RunAlong in Second Life
11:45 Virtex
− Founder Sverre Lunøe-Nielsen presents Virtex, a company developing software applications for interactive data visualization
12:00 ICYou Group
− Project Manager Serdar Temiz presents ICYou, a company that develops interactive media platforms
12:15 Lunch
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Bjørn-Tore FlåtenBear-Toru Floresby in SL
Centre for EntrepreneurshipAgder University
Virtual Worlds: Just a game or what?
Entrepreneurship in Virtual WorldsNovember 2011
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Jack
Welc
h
...when the rate of change outside an
organization is greater than the rate of change
inside, the end is near......
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7
Social Media
Increase in integration and rapidly more interactivity
Characterised by user participation, openness, and network effects (Musser and O’Reilly, 2006)
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Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content (Kaplan & Haenlein, 2011)
Definition
Social media
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Drivers of changeIn
crease
dIn
tera
ctivity
DiGangi 2010
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Types of Social Media
Shneor 2011, Kaplan & Haenlein 2011
Social Presence/ Media Richness
Low Medium High
High Blogs Social Networking Sites
Virtual Social Worlds
Low Collaborative Projects
Content Communities
Virtual Game Worlds
Self
-p
resen
tati
on
/ S
elf
-dis
clo
su
re
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What are Virtual Worlds?
• Persistent, computer-simulated, 3D immersive environments
• Shared space/interactivity with others• In some cases, ability to manipulate/create content
• In some cases, virtual economy and currencyTeigland 2010
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Learning virtual
teaming skills
Mahaley & Teigland 2009, http://bit.ly/rUMfcO
Tomorrow’s education?
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3D Avatar School
Flåten & Hansen 2011
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VWs moving out of “Gartner Hype Cycle” trough
Virtual World
s today
http://www.gartner.com/it/page.jsp?id=1447613
>1.2 bln
users
May 2006
July 2007
Teigland 2011
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970 mln VW accounts under age 16
http://www.slideshare.net/nicmitham/kzero-universe-q2-2011 Teigland 2011
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“Clearly, if social activity migrates to synthetic worlds, economic activity
will go there as well.” Castronova, 2006
Teigland 2011
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Pay through PayPal and have delivered to any virtual world
http://www.totalavatarshop.comTeigland 2011
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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 mlnTeigland 2011
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HP rolls out virtual banking with Avaya’s Web.alive
http://www.hypergridbusiness.com/2011/04/hp-rolls-out-virtual-banking-with-avayas-web-alive/Teigland 2011
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Welch et al 2010
Merck’s Global R&D
IBM’s Innovation Jam
Virtual Collaboration
Teigland 2011
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Increasing pace of VW/3Di development
VWs on stick
Browser-based VWs/hyperlinked
3D
Seamlessness between VWs
http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://mediagrid.org/groups/technology/OFF.TWG/
"Create Once, Experience
Everywhere” Expanding uses
For smart phones and tablet PCs
Teigland 2011
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http://www.slideshare.net/helgetenno/post-digital-marketing-200922
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Moving into the Experience Economy
Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
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Hooker et al 2010, Teigland 2011
State of flow- Greater purchase
intent - Positive brand attitudes
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Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011
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Exploring VW affordances
Teigland et al 2010
SimulationAvatar
design
Multi-modal
communication
Co-creationArchiving
Immersion
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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” JacobsTeigland 2011
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RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgnordicworlds.net
November 2011
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Some “Nordic” players
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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
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Two primary levels of investigation
“Platform business”Providing a platform
for a virtual world
“User business”Using a virtual world for
business purposes
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A spectrum of business virtuality
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
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A spectrum of business virtuality
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
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VWs as tool for RL firms for design, training,….
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35
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email me
Kohler, Teigland, Giovacchini 2010
…and co-creation
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A spectrum of business virtuality
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 eco
nomic
activity
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BOSL & CO
Web Radio
Beauty Pageant
Lifestyle Magazine
Auditorium
Model Agency
Shopping Mall
Modelling Academy
Lindqvist 2011
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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
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But few firms span the RL/VW boundary
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 eco
nomic
activity
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Why?
Lack of ……economies of scale?
…economies of scope?
Different consumer
groups between RL & VW
https://marketplace.secondlife.com/p/MG-Dungeon-Lord-black-male-coat-outfit-by-Marlene/1447251
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Two primary levels of investigation
“Platform business”Providing a platform
for a virtual world
“User business”Using a virtual world for
business purposes
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“Opposing” forces: Current business models
limit overall VW industry growth
VW platform provider
s
“Closed”
business
models
SMEs Need for
seamlessness between
VWs
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Income model
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RL entrepreneurs keeping out…….
“I’m not going to risk my money and
time…..”
“The modeling and simulation technology is
crap…”
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But it is only a matter of time….
O’Driscoll 2009
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Open source VW platforms growing
OurBricks
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Charities bridging RL/VW boundary
Teigland 2010
Core teamMembers
Meetings
$$
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“Fashion allowsfor self-identification
and is driver for economic value”
Fashion industry leading the way....
“Entertainment more meaningful than real life”
“Meaningful interactionsbetween real peoplecreates real value”
Eyjólfur Guðmundsson, CCP Games, 2011
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Stardoll launches JC Penney clothes line
http://socialtimes.com/stardoll-online-fashion-community-launches-jc-penney-clothes-line_b38360
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970 mln VW accounts under age 16
http://www.slideshare.net/nicmitham/kzero-universe-q2-2011
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My 10 year old cousin is addicted to Stardoll and doesn’t 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
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Tomorrow’s international entrepreneurs?
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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 2010
“Avapreneur” = Avatar + entrepreneur
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Pine Jr. & Gilmore 1998, 1999; DiGangi 2010
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From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
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Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
“We ain’t seen nothin’ yet!”
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Programme 10:30 Welcome and Presentation
− Virtual Worlds: Just a game or what? 11:00 Presentation of a Pan-Nordic Research Project
− Professor Robin Teigland (Stockholm School of Economics, UiA) presents the project “NVWN - The Nordic Virtual Worlds Network”
Showcases 11:30 RunAlong
− Entrepreneur Heidi Harman presents her experiences with the running initiative, RunAlong in Second Life
11:45 Virtex
− Founder Sverre Lunøe-Nielsen presents Virtex, a company developing software applications for interactive data visualization
12:00 ICYou Group
− Project Manager Serdar Temiz presents ICYou, a company that develops interactive media platforms
12:15 Lunch