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Lively dies, Second Life totters

November 21st, 2008 3 comments

From the Department of I Told You So, Google’s Lively has got the boot and Second Life continues to lose corporate traction. Reuters and Avastar have abandoned the platform. Quarter three in Second Life saw negative growth.

Business was interested in Second Life because it was a new interface and it was growing quickly. There will be interest again when there is a jump in the user experience or user numbers. Platform stability would also be a bonus. User numbers will grow only when there is a less demanding interface. Any bonehead can use Facebook.

Second Life’s legacy is significant; the compelling experience of virtual sex, the astonishing creativity of user-generated content in architecture and fashion, the rapid bonding powers of anonymous friendship…

It will continue to be interesting for at least two reasons; the education sector’s on-going search for a more engaging remote education experience and the governance issues surrounding virtual world environments as open as this. The most recent uproar in Second Life was over the pricing of certain types of islands, OpenSpace Sims but it is part of a long history of governance failures.

Linden Lab, who run Second Life, have complete authority but the passion of users who invest time in personal creativity and run virtual businesses makes law-making a very tough management task. I’ll never forget my first interaction with a Second Life entrepreneur; FURIOUS that someone had accidentally built over a virtual boundary, costing him (I calculated) around 20 cents an hour in revenue for a small number of hours. He was ready to rip someone’s head off.

The ego and significance that accrues in the virtual environment makes this a fascinating sandbox for modelling real-world decision-making. If LL work out how to make popular decisions in this environment, they will have learned something very valuable.

Photo by Miabella Foxley.

Lively and Vivaty

July 10th, 2008 1 comment

lively twitter lisa nova

Pictured: Me in Lively, streaming Lisa Nova’s Twitter Whore video into my room, Twittery.

Lively is described as Google’s answer to Second Life. It’s not. Second Life is a virtual world; Lively is chat software with 3D avatars. It’s browser-based, as opposed to Second Life, which operates with separate software, like a computer game. Contrasting the two environments highlights the originality of the Second Life product. Lively is imitative and cut-down in every respect. Conceptually barren. This is by intention; the Second Life interface has proved too daunting for most people. I note that they used to think that computers were too complicated for the mainstream too.

The interesting aspect of Lively is the ability to embed the interface in a web page, effectively offering interactive 3D chat on a web site. For a business, this has the same limitations of normal chat software, ie it only works if you allocate staff to interact with people. Kind of the opposite to what businesses tend to want these days. You can imagine teleseminars and teleconferences working this way, if they get the wrinkles ironed out.

And there are a lot of wrinkles. It’s painfully slow. There is no orientation. Things don’t work. Movement is difficult. Thousands of bad first impressions are being created as you read this. This is no way to run a ballroom.

My friends at Millions of Us are one of two development partners and have created a themed room for one of their clients, National Geographic. So; themed rooms, limit of 20 visitors at a time: looks like a similar scaling problem to Second Life’s.

Lively’s launch has overwhelmed another entrant in this space. Vivaty. It is easier to understand, is less ambitious than Lively and seems to work better, though I haven’t seen it under load.

Vivaty also allows you to embed your room in a web page (coincidence). Like Lively, it offers to suck you across from Facebook (just a coincidence). Quite an unsettling experience walking into your Vivaty room for the first time to find the walls covered with pictures of people you know. It loads pictures randomly from your Facebook account.

But most people I know don’t dwell in Facebook. It’s a ‘touch base’ medium. This is at odds with the 3D chat idea, which is conversation. I would have thought the concept was a better fit with MSN than Facebook.

Always risky making an assessment early on, but here goes. Lively will disappoint almost everyone who ventures into it, will get a reputation as nothing special and die of embarrassment. Vivaty will struggle to move people across from Facebook in sufficient numbers to give it traction. Both are kludgy and compare poorly to their 2D rivals.

Not through to the next round.

Nice breakthrough, I’m writing you off

July 10th, 2008 2 comments

IBM and Second Life have announced the ability to teleport from Second Life into Open Sim grids (an open source version of Second Life). They describe this as a first; well, my business partner Loki Clifton and others have been doing that stuff for six months. The big guys may have improved the scalability or reliability, but it is not a first and they know it. Must they lie to us?

Linden Lab hope to turn Second Life into a platform rather than a product. One that respects people’s intellectual property, allows transfer of assets and maintains LL’s control of the virtual currency. The benefit to corporates of Open Sim however, is that the virtual world can be SEPARATED from Second Life, avoiding the morality and security issues that send men in business suits scurrying into mouse holes.

The elephant in the room (nicely sustaining the metaphor here) is that the Open Sim versions allow other people to sell ‘virtual land’, currently LL’s major source of income. Already land is being sold at a fraction of the Second Life price. Undermining your own profitability is one of the less successful business strategies. The road to survival for Second Life probably involves transactional fees of some sort. Dare I say ‘tax’.

The ongoing problem for Linden Lab is the lack of platform stability. It crashes and it lags. Assets created within the virtual world are not stable. The monetary system is not stable. I lost several hundred dollars one week and I still don’t know why. Reporting these errors does not lead to remedial action or even attention.

Unless IBM can dig LL out of its technical hole, (unfortunately it’s a development partnership, not a rescue package) the thing doesn’t scale and business is not interested. IBM will host its own Second Life servers for clients; I wonder how solid they will be. I wonder how expensive they will be.

Although I’ve invested lots of time in Second Life and I believe that 3D virtual worlds will be a powerfully disruptive media in the future, I’m writing it off for the time being.

Just because u can doesn’t mean u should

May 24th, 2008 No comments

lamityJust because you can create a virtual world like Second Life on a mobile phone platform doesn’t mean it’s a good idea.

Lamity is a new virtual world on a mobile phone platform. It’s built on Google’s Open Source software, Android. Lamity is about to launch in Japan, the world’s most sophisticated mobile phone environment. The company (whose slogan translates into English as ‘the enjoyments between man and man’) say you can put 400 avatars in the one ‘town’ which compares favourably to Second Life. But this is specious, since the small screen and the limited navigational ability of Lamity won’t give you any meaningful sense of togetherness. It’s a very limited 3D environment.

The platform allows your avatar (and others) to view web pages in-world. This is also not a very big deal. If I want to view a web page I want full web navigability. I don’t want two little avatars standing in front of it.

Thirdly, you can view movie previews in-world. Walk your avatar into a cinema and activate the screen. Once again, if I want to see a movie preview I don’t want to have to navigate another interface to get to it. You can watch movies in Second Life too but a movie is a 2D experience. If you’re watching it inside a 3D environment your brain wants one or the other. If the principal narrative is in 2D, that’s where your focus will be. May as well watch that in full screen mode.

I’m not saying virtual worlds can’t work on a mobile platform but I think instead of creating imitations of existing virtual world platforms developers need to design for the small screen. It’s big enough for one or two faces. That would be a good place to start.

Who put that avatar in the bath?

January 24th, 2008 2 comments

Like many who spend time in Second Life I have virtual friends, virtual business partners and at least one virtual lover. These people live in Europe and the US and are walled off from my real life friends and business partners. That wall has a new crack in it.

New World Notes reports on a brilliant piece of development that portends one of the most disruptive impacts in the history of human experience. A science-fiction turned reality that will horrify some and delight others. Me, for instance.

A Georgia Tech Masters student, Tobias Lang has integrated Second Life and real video; well big deal I hear you say. Stick with me.

From New World Notes: “They’ve also taken a headset display and mounted it with a video camera and a tracking sensor. The sensor monitors the wearer’s motion and position, while the display feeds Second Life video into the headset. The result? Life-size SL avatars that seem to be standing in front of the headset wearer.”

We’re not talking about cartoon characters here. These are real people who normally communicate with each other using virtual worlds. Worlds which give them youthful avatars, a range of spectacular clothing and animations that let them fly, levitate, blow smoke out of their ears and dance like Fred Astaire.

Let’s assume this technology can be made to work in real time; bandwidth & processing issues.

It means that by wearing a headset, (you’ll feel like a geek but you’ll get over it) you’ll be able to bring your virtual friends into your home, your office and your car. They’ll be able to talk to you in real time of course; they already do that in Second Life.

Did I mention that the average avatar is built like a supermodel and is anatomically correct?

If as I suspect, a visiting avatar turns out to be more effective at selling you a bank loan than a telephone call or a video conference, a very large amount of business is going to be done in your own lounge room. A virtual salesman will sit on your couch, demonstrate the products and answer your questions.

Girlfriend coming round for dinner? Invite over a virtual string quartet to serenade you in 3D.

Family distributed around the world? If you can handle the time differences you can still have a meal together … *wonders about eating with a headset on*

Not an entirely bad thing; travel by avatar instead of dragging a ton of steel, rubber and gas with you.

I was wrong when I wrote two years ago that Second Life would be as influential as the Internet. Its social impact will surpass the Internet and require the development of a new etiquette to manage the real/virtual divide.

And I wouldn’t be writing it off as a business ap just yet. Here’s Tobias doing proof of concept:

Check your sources

November 7th, 2007 No comments

lyndon larouche


Lyndon LaRouche
, American political figure and economist who was sentenced to 15 years’ jail for fraud has fallen hook, line and sinker for an April 1st joke on a Second Life blog. No, Rupert Murdoch did NOT pay $30 million for a Second Life blog that posted three articles in six months. This sentence on the blog should have been a clue: “Simon Lameth, owner of Metaverse Media before the purchase, was seen running from the press conference to the Ferarri dealership down the street”. Especially since Simon Lameth wrote the post. Besides, would you believe a guy that can’t spell “Ferrari”?

I’ve decided I’m not subscribing to Mr LaRouche’s Executive Intelligence Review.

Princeton

October 28th, 2007 No comments

princeton

Inside This World is doing a small software job for Princeton in Second Life. They’re our second US University client. Very pleased to be working with such progressive people. They continue their history of architectural adventurousness with a knock-out build by Scope Cleaver. Congratulations to client and builder.

Virtual CSI

October 28th, 2007 1 comment

csi

Less than 9 months after arriving in Second Life, Skribe Forti has positioned himself as a specialist producer of mixed reality video, with at least three international brand names on the showreel.

This week he produced a promotional video for the CSI Second Life episode. Detective Matt Taylor enters the virtual world to chase (guess who) a real life killer. In conjunction, as can be seen from the video, a be-your-own-detective game has been created in Second Life.

Around 100 islands were created in Second Life to accommodate the expected hoards of newbie detectives that a high profile TV show might generate. In the event, sign-ups were perhaps less than what they hoped for. 74,000 so far. As soon as they stop watching television they’ll be right over.

Electric Sheep Company, who did the Second Life work for CBS made a pretty good fist of the orientation experience given that they’re trying to simultaneously explain Second Life and the CSI game. That’s a big ask. They used the occasion to released a customised Second Life client, On Rez. It’s cut-down in functionality and slightly less intimidating than the real thing.

Orientation in the broad sense is still way too complex – 90% of arrivals fall by the wayside. I have some ideas on how this could be improved. (Tell someone who cares, Bret).

CBS actually invested $7 million in the Electric Sheep Company, a competitor of ours, earlier this year. A CBS VP is quoted in that article: “We believe that all these virtual worlds represent next generation communications platforms”. I think that’s fair comment.

I quoted an education blogger at the Perth Podcamp today. He had just attended a Second Life Education Conference. “There are those rare occurrences where in the moment, you can feel a change, you can feel a complete shift. The past 24 hours I bore witness to that rare moment where you literally witness the shift happening in front of you and know things are never going to be the same from this point forward”. That’s an epiphany common to many educators.

The entertainment industry’s interest in Second Life guarantees the virtual world more high profile media exposure. The tech industry are highly engaged and the education sector is very active and very excited. These three sectors are the main game.

Working with the Beeb

October 5th, 2007 No comments

bbc world logo

Pleased to announce our project for BBC World in Second Life is now complete and will be open to the public from Saturday October 6th for a limited time. We have had outstanding support from the Singapore agency Avantworks, who threw themselves into the project so hard it hurt. Kudos to principal builder Tracylynne Carpenter, whose playful and stylish build is some of the finest corporate work in the virtual world. Thanks also to my partner Loki Clifton for his insight and dedication.

bbc world second life

Starting tentatively, the client has grown increasingly enthusiastic about its presence here as they’ve seen the quality of the work and watched the reaction of their staff entering the island. Staff from Europe and Asia have all been chaperoned through the bumpy orientation period.

The project involves convincing senior executives from the world’s major advertising institutions to enter the Second Life environment for the first time. Not a trivial undertaking. The objective is to use the medium to develop relationships with these people who have major corporations competing for their attention.

The use of Second Life for trade purposes is very sensible. In many ways the medium is not suited to consumer applications. We will also be encouraging the Beeb to use the facility to take advantage of the collaborative opportunities that exist for staff located in different countries. When people have a need to meet regularly the time invested bringing them into the environment is repaid.

It’s not complicated. The medium gives people room for self-expression. Not too much of that in a tele-conference.

Second Life Convention

August 30th, 2007 No comments

SLCC logo

SLCC 07 (the Second Life Community Convention) was held in Chicago; it’s my second Second Life convention. I died by Powerpoint twice at the business track. Two people in advertising who should know something about communication inflicted brutally slow talks, reading each slide as they went. They should learn about Pecha Kucha. Look for me in the front row of your next Powerpoint presentation. Know that if I stand up and walk out of the presentation, it’s not because I need to go the bathroom.

Here’s another thing. Do people come up to you and say, ‘you are a brilliant presenter’? Because if they DON’T, you are NOT. This means that when you’re on a panel you need to be CONCISE. You don’t need to RE-PHRASE it.

The normal protocol at question time in conferences is for questioners to line up and ask questions of the panel who remain comfortably seated for the duration. This protocol should be reversed. Those who wish to ask questions should take seats on the panel and the panel members should stand. Standing while answering questions puts pressure on panelists to be concise. And that will reduce the risk of my shooting one of them through the head.

State of Play V

August 30th, 2007 No comments

state of play v

Singapore’s enthusiastic approach to technology adoption is well known and their sponsorship of the first State of Play conference held outside the US is typically entrepreneurial. The iN2015 Masterplan outlines a vision for Singapore as the world stock exchange for digital content. It’s a vision that includes virtual worlds, perhaps the first ‘whole of government’ approach to that technology. I look forward to an involvement.

One of the striking things about the virtual world conferences I’ve attended is their multi-disciplinary nature. Researchers, non-profits, business people, educators and here, a very strong legal contingent.

An objective of the conference was to bridge west and east and some progress was made behind the scenes. In the open sessions though it was very much the westerners giving forth and the asian groups sitting at the back of the room taking it all in. The panels on intellectual property in virtual worlds included the splendidly named western experts Roxanne Christ and M. Scott Boone. Using this protocol I would be B. Robert Treasure; it’s just not that impressive. I don’t mind BB Treasure or B. Winchester Treasure or B. (the Kiosk) Treasure but I’m drifting off-topic. Nick Abrahams was also on the panel; he really needs to be Nicholas Abrahams III.

The westerners expertly reviewed the shifting sands of IP law and sat back for questions. The first man to the microphone spoke through a translator. Judge Unggi Yoon outlined his thoughts on private and public ownership of IP in South Korea, where more time is spent gaming than watching television. Half way through his discourse the whole mood of the room changed. A collective humility descended on the westerners. It was as if we’d been discussing the future of the internet without the Americans. The panelists acknowledged the need to look at developments in South Korea more closely and another little dent appeared in the wall of western omniscience. Neils Clark from Gamasutra [K. Neils BOSON Clark] noticed the same effect in another session.

***

You had to feel sorry for Mike Wilson, CEO of Makena Technologies, a sponsor of the event. As principal of the virtual world, THERE, he had to sit through a conference dominated by discussions about his better known competitor, Second Life. Probably 80% of discussion was SL-centric. A number of people asked rhetorically which virtual environments will predominate in the future but for the most part, the future is created out of the conversations we are having now. Those conversations are about Second Life and they create their own momentum. To quote Harvard’s Charles Nesson on educational research, “Second Life is the best there’s out there. So you use the tool that cuts the sharpest”.

Ricoh

July 5th, 2007 No comments

ricoh photocopier second life

Ricoh is one of the world’s largest manufacturers of copiers, fax systems and printers. Our Second Life build for them is a three storey high replica of an Aficio photocopier housing a showroom with working replicas of their latest photocopiers. We’ve been dealing with the Belgian subsidiary who used the facility for a launch presentation to dealers. One employee went into the showroom and big-screened to the real-life gathering.

This is an approach that minimises the risks inherent in bringing all the dealers into Second Life as ‘newbs’. It has less impact also, but the company now has the ability to manageably host those dealers who have an interest. Thanks to principal builders Lucius Templar and Hasu Kuramoto, whose attention to detail left the client completely delighted.

Second Marketing

June 12th, 2007 No comments

Advertising began with line ads in newspapers in the 17th century. A product description and a price, for a hundred and fifty years until the technology allowed illustrations and eventually color. Illustration saw advertisers link their products to fine art, hitching their products to the emotional, so that Pears Soap started to stand for the innocence of a clean, healthy child and all the positive nuances of parenting, instead of just animal fat.

As advertising discovered the moving image, or vice-versa, the products moved still further into the background. Teenagers on the beach and a pop music soundtrack cut deep grooves into the brains of the Coke generation. A logo and some product shots; bob’s your uncle.

Self-image by association; I drink therefore I am.

And the other vital connection: the conflation in the human mind between high production values and product image. Not so important if you’re marketing a product in the third world to be culturally appropriate. If your television advertisement is prettier and sexier than the local product’s, your brand will be seen that way too. In most parts of the world, America exported its special effects and successfully positioned its brands as sophisticated and modern.

It’s the brand, stupid. It doesn’t matter what it tastes like, it matters what the brand conjures up in the mind. This has been understood by modern advertisers since Coke and the Marlboro Man. All this you already know.

I mention it as an analog for what is about to happen in virtual marketing, because in this space, the virtual products are sexier looking than the real life products. What does this mean for branding?

It might mean that you don’t need to depict your real-world product in Second Life. Don’t take your dumb plain red t-shirts into Second Life. But that doesn’t mean there is no branding opportunity. Look for a product or experience in Second Life that adds something to your brand’s story. Then export it into the real world.

Enlarge the brand’s share of brain by exercising the client’s imagination. If the person you’re advertising to already knows your brand, you probably don’t need to show it to them again. Or remind them of its features. Maybe you don’t even need to mention it. Instead, give people a virtual experience that increases their involvement with your brand. I know this contradicts a lot of marketing orthodoxy. Frequency, frequency, frequency. Burn your name into their consciousness. But the thing is, brands are stories. They need to evolve. Virtual worlds offer up that opportunity.

If you’re a fashion house, create a space for fashion parades and invite in-world designers to exhibit. Then bring your trade partners in to Second Life. Give them a thousand Lindens and force them to choose between the designs they see. Ask them why they chose the ones they did. Try the outfits on. Engage your clients; create virtual relationships with people you normally only talk to on the telephone. Expand the scope of relationships. Use the virtual world to add some style or fun to your brand.

You supply veterinary products? Take your clients dancing on the lawns among the giraffes. Then send them a real-world product presentation the next day with a giraffe soft-toy.

Don’t be too literal. You sell risk-management software? Take your people virtual skydiving. Give their avatar an animation that has them juggling knives. Fire them out of a cannon. Then give them a video of that happening.

Personalize your brand. Take the example of a health and beauty brand. Bring a client in, take them shopping, give them a make-over and put the before and after photos on a web page for them. Branding and identity are closely linked and helping someone enhance their appearance in a virtual world is a powerful bonding experience.

Properly engineered, the virtual world can supply a context for a brand that helps you tell a story. Biased I know, but Inside This World’s Holodecks are the best tool for doing this. Promote your range of luggage by constructing different hotel lobbies and airports around it, promote your beer by giving people outrageously stylish bars, promote your bank with virtual sports cars and swimming pools.

Your brand is no longer an logo. Your brand is an experience.

In defence of fantasy

June 2nd, 2007 No comments

Second Life continues to nose cone social issues. Linden Lab recently flagged the introduction of optional identity and age verification.

Yesterday the official Linden blog included an article titled “Keeping Second Life Safe Together“; an Orwellian post that will generate a fierce backlash from what may be the most liberal community in the world. Encouraging people to notify Linden Lab about “broadly offensive and potentially illegal content” sends shivers down my spine. Who is to define ‘broadly offensive’? Mutual fantasies among consenting adults should not be the subject of censorship.

Mostly, I expect the policy changes are reactions to criticism of age play in the environment. This is a business decision. Any publicity to do with age play damages the wholesomeness that the Disneys of the world require. Snow White and Sleeping Beauty were both 16 by the way. Commercial pressures are driving Linden Lab towards the mainstream and away from the interesting fringes which have the potential to influence our social development as a species. I’d rather they had a little less success as a business and a little more success as social engineer.

Here is what precipitated the changes. Report Mainz, a news program in Germany recently covered an age play “scandal” in Second Life, having taken a video of two people role-playing illicit sex. The story frustrated members of the role-playing community in Second Life on two fronts. Firstly, it didn’t mention that two willing participants were involved, i.e. they were role-playing. Secondly, neither person was under-age. Just shoddy journalism.

The story is that the two people involved in the role-play were banned by Linden Lab from Second Life. If they were two consenting adults acting out private fantasies I would be arguing they should not have been banned. In this case, it is said they were charging people to watch the rape scene. You could argue that this is a way of publishing pornography and that the ban is justifiable on those grounds. I’m not so sure. Were they charging $100 or just $1 to stop newbs stumbling in?

The problem is not that people fantasize. Fantasy is universal, stimulating and perhaps even therepeutic. The problem is that some men cannot control their behaviour in the real world. As I understand it, this has to do with aberrant upbringings where there is a lack of love. Boys who are physically or emotionally abused, boys who are not loved and boys who are ostracised are likely to become abusive in adulthood. Their attempts at rape or abuse are a reaction to their sense of powerlessness. Fundamentally that is what needs to be addressed.

Only by treating the current generation of the powerless can we hope to protect the next generation from falling into the same pattern but nothing tried to date (education, publicity, ad-hoc counselling…) has worked. Perhaps a more positive attitude towards fantasy and role-play is a way forward?

Violence and sexual fantasies are normal parts of human make-up. Let me put it this way. If you’re an adult male and you’ve never fantasized about punching someone’s lights out or you’ve never fantasized about having sex with someone underaged, just put a comment to that effect on this blog entry. We can try and suppress our violent/sexual urges and pretend they don’t exist or we can look for ways of expressing these urges which do not harm other people.

I know two ladies in Second Life who were sexually abused as girls. Both enjoy role-playing sexual “victims”. One of them explained to me that this has helped her deal with what happened to her in the real world. In role-play she has control and power in the scene. As a little girl she felt powerless and assumed that what was happening was her fault. Through role-play she has formed a positive new interpretation of who she is as a sexual being.

I haven’t spoken to any men who say they’ve abused women, so I don’t know if they are using the role-play positively.

The role-play in Second Life also creates a community of people who have had similar experiences. They can be anonymous and share openly what’s happened to them in a social situation on their own terms instead of in a serious analytical or clinical context. I submit that those contexts are not always conducive to healing.

I believe that role-play of the sort being practised in Second Life is a healthy thing, even when it involves age-play. It lets abused people externalize their experiences anonymously in a safe environment. Furthermore, stories get told to people who’ve had no exposure to such things. As such there is an educational benefit to the broader community. These stories should be heard.

Where are the psychology and research professions on this? They should be active in this debate.

Gartner shows the way

April 29th, 2007 No comments

Gartner’s prediction that 80% of internet users will be in virtual worlds within four years is already bouncing around the blogosphere. Don’t percentages lend a lovely credibility to a forecast? Would you believe them if they said 79%?

Their advice to clients: investigate and experiment with, but limit substantial financial investments until the environments stabilize and mature. Good advice, if somewhat obvious. Almost all corporate investments will be in the range of $20,000 – $100,000. That buys you a lot of Second Life and it’s not going to break the bank of any Gartner client.

Gartner has ‘identified five laws’ for companies entering virtual worlds. It’s clear on reading them that Gartner don’t actually have a working definition for what constitutes a law, however there is sound thinking in what Steve Prentice says. Which is to say, I agree with him. Here are my thoughts on his five laws.

1. Yes, it is a mistake to approach Second Life as a sales channel.
2. Yes, if you’re a big name, you’re going to be a target. Look what some wits did with the clothing given away to promote the movie 300. (Link via New World Notes).
3. Yes, it is a mistake to approach Second Life as a sales channel. Evidently this law applies twice. I see Second Life as an interactive 3D advertising channel, as an interactive entertainment medium and as a global micro-economy.
4. Yes, if you’re a big name, you’re going to be a target. Three laws were never going to be enough.
5. Yes, there may well be a merging of virtual worlds into open-sourced environments with a single, universal client. That process will be driven by Linden Lab and Second Life will be the underlying platform for all virtual worlds. Here’s why:

Virtual worlds rely on sophisticated user content. The users (animators, graphic artists, programmers, entrepreneurs) are already embedded in Second Life; they’ve invested a lot of time in learning how it all works and they’re not going to want to leave behind their social networks and their body of work.

When these people take their content into other environments, there will need to be rules that govern ownership and transfer of ownership. Those rules will be the Second Life “permissions”. Other virtual worlds will need to conform to these. It makes Linden Lab the legislature for virtual world economies going forward.

Here are my five laws by the way:

1. Establish a presence
2. Involve your own employees
3. Focus on the collaboration side
4. Involve your own employees
5. Focus on the collaboration side
6. Work with really smart consultants

Holodeck gets ITE kudos

April 28th, 2007 No comments

My Second Life Development company, Inside This World, recently attended the International Technology Expo (ITE). The product we were demonstrating, the Holodeck, was joint winner of the People’s Choice award for best technology. Over sixty companies exhibited.

A nice acknowledgement of our scripting skills (pats Loki Clifton on back). We are also extremely strong in architecture, lay claim to some marketing knowledge and have an experienced machinima team.

We recently signed our second multinational client and are working with a third in the entertainment industry.

Contemplating a move to a larger city. Perth is about as interesting as cold fish and chips. It’s ironic but real life meetings seem even more important in cementing virtual world business relationships.