11 September 2008
Businesses enter Second Life
"Virtual" becomes an extension of business reality.
The business use of virtual worlds takes The Hub back to the internet's early days, when companies first began to create and use the early websites.
Although there are around 200 virtual worlds, Second Life still tops the list due to its large user base. The Hub spoke to Curtis McFee, multimedia designer, The Fifth Business, an integrated communications, learning and digital media design company, to understand how Second Life is progressing in the business world.
Bandwagon is steadying its pace
"We've had a great big boom and everyone has jumped on the bandwagon," McFee says. "They've been trying to get inside the virtual world just to be there. But this boom has faded now."
They've been trying to get inside the virtual world just to be there. But this boom has faded now.
Some large corporations have committed to Second Life for the long haul and have the budget to experiment. For example, IBM has seen the long-term value for the company – both internally and externally as a place where users can develop ideas.
Some smaller companies, on the other hand, have risen from within Second Life by experimenting and adapting their business models.
"It's possible to bring in every form of business," McFee says.
- Person-to-person and one-off meetings with downloadable documents and streaming video.
- Continuously rolling conference presentations users can access on demand.
- Conference breakout sessions for small group interaction.
- Feedback on ideas or products; conceptualizing and brainstorming.
More third-party help
McFee says another tier of user is becoming more evident – service providers delivering client solutions and introductions to new opportunities. These third-parties, for example, are supporting conferences and e-learning, both applications where Second Life excels.
Security and technology stability fears have made many people reluctant to step wholeheartedly into virtual worlds. "If they plan to run a conference for a hundred people, organizers want to be sure they won't look foolish and that the event will run smoothly," McFee says.
Third-parties can now provide the specific security levels a company requires. In addition, buying a Second Life island ensures high security because users control the island and its information. Islands can be created with employee-only access and where only nominated employees can speak in designated areas.
Buying a Second Life island ensures high security because users control the island and its information.
Internal communication uses
IBM uses Second Life regularly for internal communication and Shell has created employee-only Shell World. Other companies have small islands specifically for on-boarding new hires.
McFee suggests communicators seek out people conducting business in the virtual world, such as IBM. "You'll get a very quick sensation of how Second Life can be used effectively for business purposes – as opposed to media reports, which only portray entertainment or extreme users."
The first step is to create an account and visit Second Life's orientation island. "The more time you spend in-world, the more you'll believe in the reality," McFee says.
Why the reluctance?
Setting up a presence in Second Life is cheap and users can scale up as needed. So why are senior decision-makers still reluctant?
One reason is that many have heard the sensational stories. "They don't hear how a conference of a hundred people learned something new and went away better informed," he says. Many Second Life success stories haven't yet been widely communicated.
Many Second Life success stories haven't yet been widely communicated .
"The big mind leap is for people to realize, once they get over the idea of a virtual world, that it's pretty much the same as real-life. Anyone that uses it gets to understand it.
Once you've made that leap of faith, virtual reality becomes an extension of the real world. It's exactly the same as 10 years ago when we were asking, 'How will the business communicate using an online environment?'" McFee says.
Have your say
What are your experiences of Second Life, or any other virtual world? Can you envisage a day when working in a virtual world will be as commonplace as using an intranet? What are the barriers to this happening in your organization?
Other recommendations:
Some corporate virtual worlds have become "ghost towns"
Q&A: Should I get a "Second Life"?
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