nordic virtual worlds network research_feb 2011
DESCRIPTION
My keynote presentation on virtual worlds and research by the Nordic Virtual Worlds Network research project (www.nordicworlds.net) to the MIT Research Group in February 2011in Sweden at the School of Business at Stockholm University.TRANSCRIPT
Stepping into the Internet: Stepping into the Internet: Exploring a new world of value-Exploring a new world of value-
creation creation
February 2011February 2011www.hhs.sewww.hhs.se
Today’s presentationToday’s presentation
• What are Virtual Worlds?What are Virtual Worlds?• What is NVWN What is NVWN
researching?researching?• QuestionsQuestions
Here comes the Immersive InternetHere 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
But what else can they be?But what else can they be?
•Ability to manipulate/create contentAbility to manipulate/create content•Virtual economy and currencyVirtual economy and currency
http://www.youtube.com/watch?v=Quh2OiPHkm8
Tomorrow’s education & training?Tomorrow’s education & training?
Learning virtual Learning virtual teaming skills teaming skills
through experiencethrough experience
http://www.youtube.com/watch?v=N8XPmp0qGyghttp://www.youtube.com/watch?v=N8XPmp0qGyg
The last generation to “attend” college?The last generation to “attend” college?
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/virtual/
Facilitating the virtual workforce Facilitating the virtual workforce
Welch et al 2010Welch et al 2010
Professional Collaboration and Productivity in Virtual Worlds (2009-2012) - ProViWo
http://vmwork.net/proviwo/
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
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
Today’s presentationToday’s presentation
• What are Virtual Worlds?What are Virtual Worlds?• What is NVWN What is NVWN
researching?researching?• QuestionsQuestions
NVWNNVWN
• Team of 9 PartnersTeam of 9 Partners• Interdisciplinary: Communication, Design, Economic Interdisciplinary: Communication, Design, Economic
Geography, Entrepreneurship, Information Geography, Entrepreneurship, Information Technology, Innovation, Strategy Technology, Innovation, Strategy
• International: Denmark, Finland, Iceland, Norway, International: Denmark, Finland, Iceland, Norway, Sweden, USASweden, USA
• Interorganizational: Academia, Industry, Public SectorInterorganizational: Academia, Industry, Public Sector
• Timing: March 2010 to February 2012Timing: March 2010 to February 2012• Total budget approx. USD 1 mlnTotal budget approx. USD 1 mln
• Nordic Innovation Center: USD 500,000Nordic Innovation Center: USD 500,000• Co-financing by partners: USD 500,000Co-financing by partners: USD 500,000
An international and interdisciplinary An international and interdisciplinary teamteam
Sweden Sweden Stockholm School of Economics, Stockholm School of Economics,
Center for Strategy & Center for Strategy & CompetitivenessCompetitiveness− Associate Professor Robin TeiglandAssociate Professor Robin Teigland− Assistant Professor Göran LindquistAssistant Professor Göran Lindquist− Research Associate Eilif TrondsenResearch Associate Eilif Trondsen− Research Assistant Serdar TemizResearch Assistant Serdar Temiz
Stockholm UniversityStockholm University− PhD Candidate Hanna von Schantz PhD Candidate Hanna von Schantz − PhD student Elia GiovacchiniPhD student Elia Giovacchini
Uppsala Univ, CIND - Centre for Uppsala Univ, CIND - Centre for Research on Innovation and Research on Innovation and Industrial DynamicsIndustrial Dynamics− Professor Dominic PowerProfessor Dominic Power
MindArk ABMindArk AB− Christian Björkman, Chief Marketing OfficerChristian Björkman, Chief Marketing Officer
Silver Design ABSilver Design AB− Ulf Berlin, CEOUlf Berlin, CEO− Patrick GeuderPatrick Geuder
DenmarkDenmark Roskilde Univ, Dept of Comm, Roskilde Univ, Dept of Comm,
Business and Info TechnologiesBusiness and Info Technologies− Professor Sisse Siggaard Jensen Professor Sisse Siggaard Jensen − Assistant Professor Lisbeth FrAssistant Professor Lisbeth FrØØlundelunde
FFinlandinland Univ of Turku, Institutions and Univ of Turku, Institutions and
Social MechanismsSocial Mechanisms− Professor Antti Ainamo Professor Antti Ainamo − Dr. TitianaDr. Titiana-Petra Moldovan-Petra Moldovan
TEKES TEKES − Development Manager Riku MäkeläDevelopment Manager Riku Mäkelä
IcelandIceland Icelandic Academy of ArtsIcelandic Academy of Arts
− Director Fashion Dept Linda Björg Director Fashion Dept Linda Björg ArnadottirArnadottir
NorwayNorway Univ of Agder, Center for Univ of Agder, Center for
EntrepreneurshipEntrepreneurship− Professor Jan Inge Jenssen Professor Jan Inge Jenssen − Assistant Professor Björn-Tore FlåtenAssistant Professor Björn-Tore Flåten− PhD Student Ahmad AlarajPhD Student Ahmad Alaraj
USAUSA Western Carolina UniversityWestern Carolina University
− Assistant Professor Paul M DiGangiAssistant Professor Paul M DiGangi
Project ObjectivesProject Objectives
− To explore how entrepreneurs and To explore how entrepreneurs and SMEs globally use and could use VWs SMEs globally use and could use VWs to improve competitiveness to improve competitiveness
− To create a Virtual Center for VW To create a Virtual Center for VW Entrepreneurship & InnovationEntrepreneurship & Innovation
““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
“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
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
The rise of Avapreneurs and Born Virtuals?The rise of Avapreneurs and Born Virtuals?
−Microworkers and pro-amsMicroworkers and pro-ams−Markets and market Markets and market
knowledgeknowledge−Microtransactions Microtransactions
Challenging multinational Challenging multinational corporations’ traditional corporations’ traditional
resource advantage?resource advantage?www.slentre.com/second-life-style-photolife-for-second-life/
“Avapreneur” = Avatar + entrepreneur
Teigland, JVWR, 2010Teigland, JVWR, 2010
EntrepreneurshipEntrepreneurship
Leveraging the affordances of the emerging Leveraging the affordances of the emerging 3D internet for entrepreneurial ”next 3D internet for entrepreneurial ”next practices”: Selected case studies from the practices”: Selected case studies from the Nordic creative industriesNordic creative industries−Machinima, Education, HealthMachinima, Education, Health
Lisbeth Frölunde & Björn-Tore FlåtenLisbeth Frölunde & Björn-Tore Flåten
To be presented at BCERC 2011:Babson To be presented at BCERC 2011:Babson College Entrepreneurship Research College Entrepreneurship Research ConferenceConference
Understanding customer needs
Developing products that meet those needs
+=Successful innovation
Innovation
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
InnovationInnovation
How are Nordic virtual world platform How are Nordic virtual world platform providers managing innovation processes?providers managing innovation processes?−Habbo, MindArk/Entropia Universe, RealXtend, IC Habbo, MindArk/Entropia Universe, RealXtend, IC
YouYou
Antti Ainamo, Titiana MoldovanAntti Ainamo, Titiana Moldovan
Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Innovation
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
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 2010Kohler, Teigland, Giovacchini 2010
A design research approach to co-A design research approach to co-creationcreation
Helms, Giovacchini, Teigland, Kohler, JVWR 2010Helms, Giovacchini, Teigland, Kohler, JVWR 2010
Integrating users in Integrating users in development development
processprocesshttp://www.youtube.com/watch?http://www.youtube.com/watch?
v=2kMNWBU1Yb8v=2kMNWBU1Yb8
Leveraging VW affordancesLeveraging VW affordances
Simulation Avatar
design
Multi-modal
communication
Co-creationArchiving
Immersion
Teigland, Kohler, Giovacchini, Helms 2010Teigland, Kohler, Giovacchini, Helms 2010
Enhancing knowledge creation through Enhancing knowledge creation through VWsVWs
Nonaka & Toyama 2003; Teigland, Kohler, Giovacchini, Helms 2010Nonaka & Toyama 2003; Teigland, Kohler, Giovacchini, Helms 2010
ImmersionAvatar design
Multi-modal
communication
Interactivity &
Archiving
How do users’ representations as avatars influence their contribution to
co-creation workshop?
What is the real value of virtual co-creation?
A
B
Open Open questionquestion
ss
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
33
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email me
Travel for Change
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
OpenSim Project: OpenSim Project: Exploring private-collective model Exploring private-collective model
in virtual world development in virtual world development communitiescommunities
Teigland, Giovacchini, DiGangi, Flåten 2011Teigland, Giovacchini, DiGangi, Flåten 2011
Organizational AgentsOrganizational Agents
Dahlander & Wallin (2006)
A Private-collective Community Model
von Hippel & von Krogh (2006)
User Interests
Balancing the needs of both parties
Organizational Interests
vs
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
DJsVirtual
agglomerations
Fashionindustry
Viachka, Giovacchini, Teigland, Lindqvist 2011Viachka, Giovacchini, Teigland, Lindqvist 2011
Which professions and industriesWhich professions and industrieswill will notnot be revolutionized? be revolutionized?
40
From the mobility of goods From the mobility of goods to the mobility of financial capital to … to the mobility of financial capital to …
...the “mobility” of labor?...the “mobility” of labor?Teigland 2010Teigland 2010
Today’s presentationToday’s presentation
• What are Virtual Worlds?What are Virtual Worlds?• What is NVWN What is NVWN
researching?researching?• QuestionsQuestions
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…