Stepping into the Internet: Exploring a new world of value-

creation

RobinTeiglandKarinda Rhode in SLStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteiglandnordicworlds.net

September 2013

Here comes the “Immersive Internet”

O’Driscoll, 2009

How many usually think

of virtual worlds…

My CV• Leading a virtual team of 30

individuals from across the globe

• Creating and successfully executing strategies under

pressure• Managing cross-cultural conflict

without face-to-face communication

Building skills in virtual environments

What are Virtual Worlds?

• Persistent, computer-simulated, immersive environments

• Shared socialization spaces with interactive content• Economic activity and transactions

Learning virtual

teaming skills

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

VWs as tool for training, ….

VWs moving out of “Gartner hype cycle” trough

Virtual worlds today

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

May 2006

July 2007

The number of virtual worlds and users continues to rapidly increase

http://www.slideshare.net/nicmitham/kzero-universe-q1-2012

≈1.9 bln accounts

≈100 worlds

Some “Nordic” players

InNordicRegionExpats

Euroversity Network Overview

− EU funded, 3 year multilateral and transversal network (LLP EACEA, KA3 (ICT))

− December 2011 – December 2014− Project Leader: University of Hull (Darren Mundy, Luisa Panichi)− 19 partners from Austria, Cyprus, France, Germany, Israel, Italy,

Netherlands, Norway, Portugal, Sweden, UK Network Aims

−Collect good practice examples in teaching and learning in virtual worlds from different subjects and national and local contexts− Facilitate transfer of core knowledge to new contexts− Provide framework for creation of pan-European virtual-world university

Expected Outcomes− Increased number of experts in virtual world education− Policy for long-term sustainability of network and its outcomes− Model for knowledge transfer− Range of dissemination events

More information: http://www.euroversity.eu/

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

go there as well.” Castronova, 2006

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

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 mln

VWs for effectiveness through virtual collaboration and visualization

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

Healthcare training

• Browser-based, multiuser, voice-enabled simulated medical spaces

• Medical interactive narrative requires learner action• Learn through practice and debrief: fail early and learn through

failure

Accelerating innovation to meet global needs

Teigland et al. 2010

Integrating users in development

process

http://www.youtube.com/watch?v=2kMNWBU1Yb8

Charities bridging RL/VW boundary

Teigland, JVWR, 2010

Core teamMembers

Meetings

$$

OpenSimulator: A value-creation ecosystem

AcademicEntrepreneurHobbyistLarge FirmNon-profitLocal PublicFederal PublicResearch InstSME EmployeePeriphery

Teigland, Di Gangi, & Yetis 2012

USD 5.5mln in development

costs

Today’s challenges

I’m “afraid” of the technology. Isn’t a webconference better? It’s just a game.

Who’s behind that avatar?Here today, gone tomorrow….

You’re only as good as your technology.

The technology isn’t stable. I can’t read their body language.….

Attitudes

Behaviors

Technology

But it is only a matter of time….

O’Driscoll 2009

Moving into the Experience Economy

Pine Jr. & Gilmore 1998, 1999; DiGangi 2010

Hooker et al 2010

State of flow- Greater purchase

intent - Positive brand attitudes

≈1.4 bln VW accounts under age 16

http://www.slideshare.net/nicmitham/kzero-universe-q1-2012

290 mln

220 mln

>200 mln

290 mln42 mln (and 12 mln bought)

My 10 year old cousin is addicted to Stardoll and does not 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

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” Jacobs

Developing international entrepreneurs?

Stardoll and JC Penney launch clothing lines:

Pretty’n Love and Rio Chicas

http://www.businessweek.com/magazine/stardoll-takes-girls-internet-fashions-to-penneys-09152011.html

http://www.bbc.co.uk/news/technology-20492908

The future of immersion…

http://www.bbc.com/news/technology-19568451

Increasing pace of VW/3Di development

Browser-based, hyperlinked 3D

Radical interfaces

Mobile

Short-term Mid-term

Long-term

Adapted from Burden, 2012

Exploring the link between VWs and 3D printing

http://www.minecraftprint.com/

The Firm

The Collective

vs

E.g., Microsoft~ Built by employees within

organizational boundaries

E.g., Linux~ Built by users and distributed freely regardless of affiliation

Models of Knowledge Creation

Teigland, Di Gangi, & Yetis 2012

From factories to office parks to….

From the mobility of goods to the mobility of financial capital to …

Teigland, JVWR, 2010

...the “mobility” of labor?

Here today, gone tomorrow?

Some things do not change

Innovation Exchange

Exchange Trust

Trust RelationshipsRelationships Interaction

Published April 2013

http://www.amazon.com/The-Immersive-Internet-Reflections-Entangling/dp/1137283017

Karinda Rhode

aka Robin Teiglandrobin.teigland@hhs.se

www.knowledgenetworking.org

www.slideshare.net/eteigland

www.nordicworlds.net RobinTeigland

Photo: Lindholm, Metro

Photo: Nordenskiöld

Photo: Lindqvist

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