Germany in 3D- Critical Mass Reach / EoS -

Dublin, May 2010 - Page 1

Germany in 3D:

Critical Mass Reach through Economies of Scale

The coalition benefits from the perspective of the founding member projects

Jan Jan Northoff • Sandra Lendorf

Metameets – Dublin, May 2010

Germany in 3D- Critical Mass Reach / EoS -

Dublin, May 2010 - Page 2

Germany in 3D- Critical Mass Reach / EoS -

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The members of Germany in 3D in 2010

Berlin

Köln

München

Koblenz

Simulacron

Saarland

Erzdiözese Freiburg

Baden-Württemberg

Germany in 3D- Critical Mass Reach / EoS -

Dublin, May 2010 - Page 4

Germany in 3D: Why it had to be done

Back in the days:

• 1 Million SL accounts (no free basic account)

• Early adopter, experimental usage, closed community

• Several great Projects, but not been recognized by public

Hype and Anti-hype:

• Free membership, extreme growth (Gartner Hype Cycle)

• New commercial SL projects became famous, but lack of quality/time

• Frustration of old and new users/developers because of commercial burn-out

Financial Crises:

• Death of all commercial Projects because of lack of long term concepts:

• Also death of experimental, and serious long term Projects.

Germany in 3D- Critical Mass Reach / EoS -

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Strong Community Target Group:

• 1 Million citizens in Real Life

• 12 Million people living nearby

• Extraordinary high identification of Cologne citizens with their hometown

Strong skills:

• High quality 3D Building

• Community Experience

• Strategic Business Background

Strong market growth:

• „Second Life Hype“

City project „Virtuelles Köln“: the situation 2006 / 2007

Germany in 3D- Critical Mass Reach / EoS -

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Strong Project Assets:

• Strong Community Growth Rate

• 3 Showcase Entries

• Community Gateway

• Member of Sister Cities in SL

• Member of Germany in 3D

Market stagnation:

• „Second Life Anti-Hype“

Very successful project … within the given market circumstances

Virtuelles Köln: the progression after 2007

Germany in 3D- Critical Mass Reach / EoS -

Dublin, May 2010 - Page 7

Critical Mass Reach in the highly growing vs. almost stagnating market

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Efficiency

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Average time until a user gets aware of other German projects and gets curious to watch them decreases

Probability that a journalist is willing to keep an eye on the project members‘ major news increases; no journalist would ever „hop“ through all project members‘ individual websites

Common traffic gets closer to the critical mass for advertisement efforts

Advertisement „out of one hand“ significantly lowers the transaction costs at for a high target group coverage

Common User Base high enough to easily generate really crowded events

Experienced Event Management Staff flexible available

Shared Marketing Expenses

The significant advantages in detail

Germany in 3D- Critical Mass Reach / EoS -

Dublin, May 2010 - Page 9

Sharp and valuable project profile

Clear objectives & mid to long term orientation

Low competition / high supplementation between the project members

Ongoing autonomy, independece and clear individual profiles of all project members

Democratic decision processes

Inworld Communication Skills

Explicit consense about the membership rules

Geographic growth options for all project members

The constraints for sustainable success

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Dublin, May 2010 - Page 10

Germany in 3D: The Future

Together we are strong:

• Totally different kind of members work together• Important weekly meeting; several additional meetings in different working groups• All important decisions are made democratic (voting)• More members will join in the Future

Expanding the Boundaries:

• Shared organisation and investments on „mega events“- Life Parade- Karneval- Easter Hunt

• Shared organisation and investments on PR/Media

• Common Website www.GERMANYin3D.com v2.0 (several new features)

• Diverse media use (e.g. shared radio)

Seminal Considerations GmbHDivision Seminal 3D

Lindenstrasse 14Toreinfahrt / unit Medienhaus

D-50968 Köln (Cologne)

Phone: +49-221-80060633

www.seminal3d.dewww.virtuelles-koeln.de

Co-Founder and Member of

www.GERMANYin3D.com

YOUin3D.com GmbHHannoversche Str.3

10115 Berlin

Phone: +49-30-55959464

www.YOUin3D.comwww.BERLINin3D.com