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Usc Faculty Seminar 2.12.08
1.
Faculty Seminar on
Virtual Worlds Episode 2 - Second Life - 2/12/08 cory ondrejka - cory.ondrejka@gmail.com
2.
a quick review
3.
online versus virtual community
versus world
4.
millions of reasons Online
Game Online Communities Online Worlds crapload many lots a few
5.
some rules of
thumb for world-wide numbers: Virtual worlds: 20 million MMOs: 50 million Social networks: 100 million (with lots of overlap)
6.
gold in dem
darn (virtual) hills
7.
amateur versus expert
8.
don’t make me
use the baby seal slide again
9.
(because I will)
11.
participation
Web Wikipedia Sims Open Source Mainstream Media Second Life 65.00 48.75 32.50 16.25 0
12.
any questions lurking?
13.
it’s story time!
14.
the second life
story
15.
good thing we’re
in la
16.
8 years so
far
17.
which isn’t that
long
18.
as mitch likes
to point out
19.
(who’s been through
this)
20.
think about the
pc
21.
think about the
pc
22.
think about the
pc 1976
23.
think about the
pc 1976
24.
think about the
pc 1976 1990
25.
15 years
26.
so we’re only
half way
27.
(maybe 2/3)
28.
but, like all
exponentials...
29.
but, like all
exponentials...
30.
but, like all
exponentials... vaguely interesting
31.
but, like all
exponentials... very interesting vaguely interesting
32.
plus, sl gives
plenty of material
33.
second life’s growth
Population Money
34.
second life’s growth
Population Money
35.
2000
36.
compression 2000
37.
compression
2000 grid computing
38.
compression
2000 grid cellular computing automata
39.
“the rig”
compression 2000 grid cellular computing automata
40.
“the forest”
41.
2000 scorecard:
no users no exchange 5 employees
42.
2000 scorecard:
no users people signed up no exchange users trading L$ and US$ Linden Lab employees 5 employees
43.
second life’s growth
Population Money
44.
second life’s growth
Population Money
45.
2001
46.
building 2001
47.
building 2001 avatars
48.
second life was
about people
49.
even the most
beautiful place
50.
was not as
interesting as people
51.
scripting, too
52.
2001 scorecard:
no users no exchange 10 employees
53.
second life’s growth
Population Money
54.
second life’s growth
Population Money
55.
2002
56.
2002 was a
very good year
57.
2002 was about
people!
58.
2002 was about
people!
59.
2002 was about
people! Alpha!
60.
and people meant...
61.
creation community collaboration
62.
virtually no screen shots
from this era
63.
2002 scorecard:
145(!) users no exchange 20 employees
64.
second life’s growth
Population Money
65.
second life’s growth
Population Money
66.
2003
67.
remember 2002?
68.
creation community collaboration
69.
2003 had more
people
70.
creation community collaboration
71.
however, since
communities are not scale free...
72.
creation community collaboration often drove...
73.
cheating combat boundaries
74.
do good fences
make good neighbors?
75.
the jessie wall
76.
the jessie wall
77.
the jessie wall
78.
this story only
survives because of james au
79.
embedded in a
virtual world
80.
how to preserve
the ephemeral?
81.
Second Life launched
on June 23, 2003
82.
June 23rd is
now a holiday in Second Life
83.
Second Life launched
with less than 400 users
84.
and didn’t grow
much
85.
evolve or else
86.
we asked for
help
87.
we asked for
help
88.
we asked for
help
89.
we asked for
help
90.
“it’s stupid to
ask people to build a world and to not let them own it!”
91.
oops
92.
so we studied
93.
macro economics
so we studied
94.
macro economics
creative destruction so we studied
95.
macro economics
creative destruction so we studied “mystery of capital”
96.
and evolved both
the intellectual property approach and the business model
97.
intellectual property
98.
intellectual property Yochai says
“$#@%?@!!”
99.
business model
100.
enables two broad
lines of study
101.
ip rules in the
information economy
102.
entrepreneurship in the information
economy
103.
2003 scorecard:
2743 users no exchange 25 employees
104.
second life’s growth
Population Money
105.
second life’s growth
Population Money
106.
2004
107.
entrepreneurship
108.
entrepreneurship
109.
branding
110.
breaking the magic
circle
111.
really breaking
112.
2004 was about
the individual using second life
113.
2004 scorecard:
18,876 users $5,000/mo exchange 40 employees
114.
second life’s growth
Population Money
115.
second life’s growth
Population Money
116.
2005
117.
three things happened
in 2005
118.
Second Life became
free
119.
as in beer
120.
educators discovered SL
121.
in a big
way
122.
particularly via
GLS and Serious Games
123.
and sl started
growing
124.
businesses followed the people
125.
but just a
little
126.
though virtually no
real-world brands (yet)
127.
government
128.
and music
129.
tringo
130.
broadcasting identity
131.
2005 was a
year of building
132.
2005 scorecard:
123,438 users $500,000/mo exchange 60 employees
133.
second life’s growth
Population Money
134.
second life’s growth
Population Money
135.
2006
136.
the knee in
the curve
137.
the year of
“firsts”
138.
auto company
139.
hotel chain
140.
clothing company
141.
concert
142.
cc concert
143.
fashion magazines
144.
news organization
145.
harvard class
146.
millionaire
147.
where did this
all come from?
148.
despite popular perception
it was NOT the Linden uber marketing machine
149.
I wish we
had that much power
150.
distributed entrepreneurs
151.
plus everyone else
152.
gladwell would be
proud
153.
gartner, too 2006
154.
2006 scorecard:
3,000,000 users $5,000,000/mo exchange 100 employees
155.
second life’s growth
Population Money
156.
second life’s growth
Population Money
157.
and then things
got exciting
158.
2007
159.
freedom!
160.
(as in speech)
161.
second life client
open sourced
162.
big business arrived
163.
these guys got
acquired/funded
164.
csi:ny
165.
fortune 500 bingo
166.
mix of training, marketing,
collaboration
167.
lots of questions:
efficacy of training? impact of trust? brands and community
168.
and how does
voice mix in?
169.
over the top
170.
made more complicated
by the rest of the world arriving
171.
and by increasing regulatory
interest
172.
gambling adult activities
banking
173.
all of cyberlaw’s
shortcomings
174.
plus the metaphor
175.
and lack of
standards
176.
what does user
mean?
177.
2007 scorecard:
11,000,000 users $8,000,000/mo exchange 220 employees
178.
second life’s growth
Population Money
179.
second life’s growth
Population Money
180.
2008
181.
rebounding
182.
hundred of sl
developers employing thousands of people from all over the world
183.
sl growth increasing
again
184.
5% weekly concurrency
growth
185.
emmy-tastic
186.
so, what’s next?
187.
Second Life’s progression has
been
188.
community collaboration
identity education entrepreneurship marketing business media
189.
innovation
190.
so I’d like
to propose diving deeper into:
191.
innovation behavior (with
Dmitri’s help) education legal and regulatory issues the big unanswered questions
192.
stop talking now
193.
cory.ondrejka@gmail.com
http://ondrejka.net
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