This evening I took some time again to skim through my Linked-In network and browsed the questions from my connections. There's this lad, Rick, who's working on a thesis on Second Life and the metaverse. He posed this question:
Has Second Life in 2007 raised or lowered your expectations for the
Since the big hype in October of last year those who have been watching the Virtual World of Second Life have seen the hype come and go. But what have we learned from the most successful metaverse up to now? Has it raised or lowered your expectations for a social virtual world?
Now I had a bit of a fight with Linked-In tonight. My answer was too long (apparently 4000 characters max), I tried adding the last bit by clarifying, tried editing and finally deleting and start over again. However, that didn't work either as it said I had already posted. So here's my answer:
Early 2007 I said that the age of the Digerati was gone and that 2007 was the beginning of a new era, that of the Metarati, the visionairs that bring us the metaverse. It truly has begun. It's not just Second Life, but the whole industry.
The year isn't over yet and we've seen over 2 billion US$ in investments in the Networked Virtual Environment Industry. It's not just SL: It's platforms like Qwaq springing up for business, it's Neopets going 144 million subscriptions strong, it's Hipihi, Novoking and the other Chinese booms, it Football superstars and Barbie Girls boosting the extraverse (branded worlds) and it's Sony Home or Eve Online with the new Crytek engine bringing us superior graphics
Over the past year Second Life has drawn more media attention than any other virtual world, respectively positive and then later ill-informed negative publicity has driven the world of Second Life into a hype cycle, especially in the Dutch Press after the Dutch PCM Web (Personal Computer Magazine) picked up a story by the LA Times that companies are getting disappointed in Second Life.
It is another sign of old media living in total oblivion of what is going on.
"After an enormous hype om Second Life more and more 'experts' are getting sceptic on the added value of Second Life to business. Online visitors aren't big shoppers, but are mainly looking for entertainment" reads the introduction. Where did this come from? There's hardly a real life company to be found in Second Life that's actually selling stuff. If it ain't on offer, we can't buy it.
"Successfully promoting your company inside the virtual world of Second Life shows to be harder than expected. More and more marketing departments conclude that Second Life residents feel like visiting their online stores. "Actually there isn't any convincing reason to be present in Second Life" says Brian McGuinness, a Hotelchain bigshot in the LA times, and thus his company left Second Life"
Most of these 'marketing departments' probably have never seen Second Life from the inside. Many companies just use Second Life as another medium for corporate communication... without understanding it. It's back to the early 90's when serious companies launched crappy (excuse me) Frontpage websites.
In most cases there wont be a ROI (return on investment) indeed for the year to come, or even the year after. When will companies see that Second Life is not a commercial, a product flyer?
There are companies that dig SL though. Have a look at Intel and Cisco giving tech meetings and classes on Java and other skills. take a look at Philips taking surveys, or at ABN Amro organising sponsor events for non profits.
One of the most telling lines in this article is the following quote: "Analists from Forrester (yay, the big reasearchers) have calculated that at prime time there are only about 35,000 to 40,000 visitors in Second Life" Okay, prepare for another research paper (usual rates about $ 1.000,- US dollar / hard cash) telling you the same the counter on this webpage -an many many other websites - will show you every single day. The good news is: You don't even need to pay me L$ 1,000 to get this info. (Concurrent Logins as per june 07, now over 50K)
Now the Dutch seem to have been in the grips of hypecycles for several years now, on a range of subjects. The nation is becoming governed by the whims of media. The point is that most companies don't really have a clue either to what they want from a virtual world like Second Life. It still seems like many companies establish a presence in Second Life because everybody does so (that's no longer valid). It's like users: If you register for SL and have no idea what you want to do there, you're likely not to return. You're at a loss. Companies should have a goal in Second Life as well. Innovation, Exploration, Crowdsourcing, User Acceptance, Branding, Sponsoring whatever, just make up your mind and set some goals...
Aside from the misperceptions I have seen the virtual worlds grow. Many new startups stir up competition, challenging each platform to innovate and stay at the top. There’s the promise of new and converging media with projects like CSI:NY, The Office, Gossip Girls and the Korean Que Sera adding interactivity to television, which make me believe we are making progress on making these worlds fit for business. So yes, sofar 2007 has definately raised hopes of making the metaverse fit for business. Virtual Economies are the fastest growing economies on earth. Advancement in terms of stability and scalability are made in rapid succession. It's an enormously varied landscape though, different cultures, people and habits. A wide variety of engines are used to drive these worlds. Some are java-based, some are desktop applications that connect to grids and some are using streaming technology. It's almost impossible to try and define these worlds, let alone find ways for identity management unified communications, interoperability and portability for the sector. These are the steps we have to make these worlds an integral part of our daily work or leisure time.
Labels: converging media, identity, interoperability, linked-in, metaverse, nve, qwaq, research, roi, second life, sony