Nordic Virtual Worlds Network Final Presentation

Transcript

1. Presentation for Nordic Innovation

2. •  Introduction to project •  Some of NVWN’s findings • 

   Into the future •  Recommendations

3. How many usually think of virtual worlds…

4. But what else can they be? http://www.youtube.com/watch?v=Quh2OiPHkm8 Platforms for unleashing

   creativity and revolutionizing value creation

5. Interacting with customers in the development process Helms, Giovacchini, Teigland,

   Kohler, JVWR 2010 http://www.youtube.com/watch? v=2kMNWBU1Yb8

6. “Clearly, if social activity migrates to synthetic worlds, economic activity

   will go there as well.” Castronova, 2006

7. 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

8. Some “Nordic” players In Nordic Region Expats

9. Ø  International, multidisciplinary team −  Denmark, Finland, Iceland, Norway, Sweden,

   USA −  Academia, Industry, Public Sector Ø  Objectives −  To explore how entrepreneurs and SMEs can use VWs to improve competitiveness −  To create a Virtual Center for VW Entrepreneurship & Innovation Ø  March 2010 to February 2012

10. The NVWN Team

11. NVWN Work Packages March 1St 2010 - February 29th 2012

    Work Package WP Title WP Coordinator WP Coordinating Organization WP Supporting Academic Organization WP Advisor Organization WP 1 Nordic VW Network Robin SSE Agder WP 2 Best Practices in VW Innovation Titti Univ of Turku Iceland Academy of Arts TEKES Silver WP 3 Best Practices in VW Entrepreneurship Lisbeth Agder Roskilde MindArk WP 4 Future of Entrepreneurship and Innovation in VWs Eilif SSE Roskilde TEKES WP 5 Virtual Center for Entrepreneurship and Innovation Björn-Tore Agder SSE TEKES WP 6 Communication Dominic Uppsala Univ of Turku WP 7 Project Administration Elia SSE Uppsala

12. NVWN Monthly Meetings

13. Yesterday’s Presentation: vAcademia Mikhail Fominykh Norwegian University of Technology (NTNU)

    presenting on behalf of vAcademia

14. NVWN has built a strong web presence

15. Visitors to NVWN Blog: Mar 2010 -Jan 2012

16. •  Introduction to project •  Some of NVWN’s findings • 

    Into the future •  Recommendations

17. Two primary levels of investigation “Platform business” Providing a platform

    for a virtual world “User business” Using a virtual world for business purposes

18. Entrepreneurs in the Nordic Region Exploring the Use of Virtual

    Worlds for Entrepreneurial Activity Case studies: Two main research questions: 1.  What does 3D immersive Internet offer or afford as “space” for entrepreneurial practices? 2.  How do entrepreneurs utilize their social networks to learn to deploy 3D Internet? Frølunde & Flåten 2011 7 cases •  Film- and multimedia industry •  Health care industry •  High-tech industry

19. Summary of results Q 1 Affordances of VWs for ENTREP

    1)  Affordances relate to basic needs and aims of entrepreneurs in regards to communication of ideas and plans, collaboration, creation of value, and organization of economic activity. The unique affordances of VWs are categorized into 3 areas: a) Flexibility - open access and development of VWs including open- source software and business models b) Simulation - qualities of immersion and real-time meeting “spaces” uses c) Visualization and modeling - interactive visuals for use in game / film industry, learning and communication Frølunde & Flåten 2011

20. Summary of results Q 2 Importance of Social Networks 2)

    Social networks play an important role for exchange and acquisition of knowledge and resources between entrepreneurs and for co-creation processes between entrepreneurs and customers/users/collaborators, esp. re. open-source software. Networks are used to gain knowledge about funding strategies, technical know-how, legal advice on intellectual property (IP), and further cooperation. Frølunde & Flåten 2011

21. A mixed-reality event

22. Two primary levels of investigation “Platform business” Providing a platform

    for a virtual world “User business” Using a virtual world for business purposes

23. Innovation in the Nordic Region Exploring innovation by virtual world

    platform providers Case studies: Two main research questions: Ø  How are virtual world platform providers innovating? Ø  To what degree are innovations discontinuous, ie degree of newness? Moldovan & Näsi 2012 5 cases •  2 tween worlds •  2 gaming worlds •  1 unscripted world 5

24. Summary of results Q 1 How are VW providers innovating?

    1)  Innovation can be divided into three types: technological, business model, and marketing. a) Technological – open source software b) Business Model – new forms of revenue generation, e.g., real cash economy, profit sharing c) Marketing – user engagement with real life brands Moldovan & Näsi 2012

25. Summary of results Q 2 Degree of discontinuity in innovations

    2) Discontinuity. A platform provider focuses on one kind of innovation at a time, ie there is discontinuity in only one of the three innovation areas, technological, business model, or marketing Not everything can be new for platform provider and/or user. Too much discontinuity leads to chaos in these environments. Moldovan & Näsi 2012

26. Stardoll launches JC Penney clothes line http://socialtimes.com/stardoll-online-fashion-community-launches-jc-penney-clothes-line_b38360

27. NVWN Innovation Seminar Ø When: Wednesday, Feb 1, 2012, 14:00 -18:00

    EET (GMT+2) / 4:00 am to 8:00 am SLT Ø Location: Turku University and VCEI in SL Ø Purpose: To stimulate knowledge sharing and networking among individuals and organizations interested in 3D Internet innovation Ø Program I.  Session – Individual presentations by Robin & Co., Eilif, Johan Sjöberg (Starstable), Cemil Turun (Yogurtistan), tba II.  Session – ”Future of open source platforms” Panel moderated by Robin with Participants: Eilif, Ilan Tochner (Kitely), Justin Clark-Casey (OpenSim), tba

28. •  Introduction to project •  Some of NVWN’s findings • 

    Into the future •  Recommendations

29. VWs exiting “Gartner hype cycle” trough Virtual worlds today http://www.gartner.com/it/page.jsp?id=1447613

    >1.1 bln users May 2006 July 2007

30. 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

31. So it is only a matter of time…. O’Driscoll 2009

32. Armed with new connective tools, consumers want to interact and

    co-create value... Prahalad and Ramaswamy, 2003 „ “ Slide from Kohler 2011

33. Open source is not just software anymore…

34. 970 mln VW accounts under age 16 http://www.slideshare.net/nicmitham/kzero-universe-q2-2011

35. Tomorrow’s international entrepreneurs?

36. What will tomorrow bring?

37. 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, JVWR 2010 “Avapreneur” = Avatar + entrepreneur

38. From the mobility of goods to the mobility of financial

    capital to … Teigland, JVWR, 2010 ...the “mobility” of labor?

39. •  Introduction to project •  Some of NVWN’s findings • 

    Into the future •  Recommendations

40. Some preliminary recommendations 1.  Raise level of awareness of possibilities

    of 3Di/VW 2.  Focus on creative industries, education, and healthcare in Nordic region 3.  Fund interdisciplinary research 4.  Develop competence in private and public sectors around open source and co-creation: not only technological but also project management, legal (IP), funding 5.  Ensure access to skilled labor today and in future 6.  Build internet infrastructure and open wi-fi

41. A spectrum of business virtuality possibilities Virtuality Fully real Fully

    virtual NO activities conducted in- world ALL activities conducted in- world

42. Encourage exploration by RL entrepreneurs Marketing by Scintilla Simulation by

43. Support avapreneurs and spread success stories Gjesvik 2009

44. The last generation to “attend” college? http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/ Linnaeus University

45. Support 3Di/VW educational initiatives Built by Göran Lindqvist

46. Promote “edupreneurs” The Startup Experience

47. Fund interdisciplinary research Teigland et al 2010

48. Increase competence around open source OurBricks

49. Develop open source / co-creation competence through online communities Academic

    Entrepreneur Hobbyist Large Firm Non-profit Local Public Federal Pub Research Inst SME Employee Periphery Teigland, Di Gangi, & Yetis 2012

50. Viachka, Giovacchini, Teigland, Lindqvist 2011 Clothes/ shoes MODELLING AGENCIES Top

    models Photo- graphers Photo studio makers Modelling furniture Poses and animations Furniture Hair Skins Event builders MAGAZINES MODELLING SCHOOLS Shop builders Accessories Body shapes DJs Virtual fashion ecosystem Think beyond regional to virtual clusters!

51. Attract talent to the Nordic Region http://www.startupchile.org/

52. Leverage internet infrastructure Ø Bringing in the user − “Quadruple Helix” ‐

    a unique opportunity for co‐creation of new innovations Ø Focus on 3D − Intel and Nokia in collaborative research lab to focus on graphical 3D technology to create immersive mobile interfaces Ø Pervasive computing infrastructure − Easy access

53. Free internet anywhere, anytime! download.intel.com/corporate/education/emea/.../T3_HeikkiHuomo2.pdf • 72 300 EUR 2010 expense

    • 0.008% city’s budget • 0.52 EUR/citizen/year • 0.04 EUR/citizen/month • Used by >20 000 / month

54. NVWN moving forward! Ø NVWN Steering Committee −  To organize networking

    events −  To maintain NVWN web presence −  To run VCEI −  To perform outreach events −  To represent NVWN −  To develop, implement, monitor and evaluate general policies and priorities −  To review longer term plans of action and financial implications for NVWN −  To review and decide upon planning and execution of NVWN programs and projects including VCEI Apply now! See NVWN blog for more information Deadline Feb 7, 2012

55. 96 seat auditorium Oval workspace •  Discussion group •  Presentation

    •  Collaborative Workspace •  Open Space VCEI launched in November Circle workspace •  Discussion group layout •  Presentation layout •  Office layout •  Blank layout

56. History tends to repeat itself…. Innovation, financial crisis, industrial revolution,

    … Steam engine Internal combustion engine Microelectronics Late 18th C Late 19th C Late 20th C Schön 2008 Third industrial revolution? 56

57. #NVWN www.nordicworlds.net “We ain’t seen nothin’ yet!”