VIRTUAL WORLDS IN THE

ENTERPRISE

Tampa Bay Technology Leadership Association

February 14, 2008

USER VIEWPOINT

Mauri Martin and Jennifer Stolzenbach

Speakers

Mauri MartinMauri Martin is a senior majoring in Management Information Systems in the John H. Sykes College of Business at the University of Tampa. She is from Belize. Her interests include crew, cycling.

Jennifer StolzenbachJennifer Stolzenbach is a senior majoring in Math with a Math Programming minor at the University of Tampa. Her interests include programming, virtual worlds and reading.

What are Virtual Worlds?

• Computer-based simulated environment• Its users interact via avatars

• Usually portrayed in the form of two or three-dimensional graphical representations

• Allows for multiple users• Two basic genres:

Gaming Social Networking

Popular Virtual Worlds

Active WorldsAlphaWorld Barbie GirlsBOTS City of Heroes / City of Villains Citypixel ClubPenguin Coke StudiosCybertown Dark Age of CamelotDisney's ToontownDisney's Virtual Magic Kingdom Dofus Dreamville Dubit Entropia Universe Eve Online EverQuest / EverQuest IIFaketown Final Fantasy XI:Online Gaia Online GalaXseeds Guild Wars Habbo Hotel HiPiHi Knight Online Legend of Mir II / Legend of Mir II Lineage / Lineage II Lord of the Rings Online: Shadows MapleStory Mokitown Moove MU Online Muse

Nicktropolis Playdo Runescape Scions of Fate (Yulgang)Second Life Second Life for Teens Sora City Star Wars Galaxies The Manor The Palace The Sims Online There TowerChat Traveler Ultima Online Virtual IbizaVirtual MagicKingdomVirtual MTV Virtual World of Kaneva Voodoo Chat VP Chat vSide VZones Webkinz WorldWestward Journey II / Fantasywhyrobbierocks.comWhyville World of Warcraft Worlds.com Xivio Yohoho! Puzzle Pirates

What is Second Life?

• Second Life is a 3-D virtual world entirely created by its residents

• Members assume an identity (avatar)

• Opened to the public in 2003

• It has grown rapidly

• It is inhabited by millions of residents from around the globe

How Big is Second Life?

Who Uses Second Life?

• Hotels (e.g. Starwood)

• Schools (e.g. Harvard law school)

• Government (e.g. NASA)

• Businesses (e.g. H&R block)

• General public

Pros and Cons

• Violence• Addictive• Adultery• Sexual content

• Communication• Free/low cost to user• Fun• Easy to understand

User Requirements

Internet Connection: High speed Cable / DSL Sufficient bandwidth too!

Operating System: XP or Vista, Mac OS X 10.3.9 or better, modern 32-bit Linux environment is required.

Computer Processor: 1.5 GHz (XP), 2-GHz (Vista) 32-bit (x86) or better

Computer Memory: 1 GB+Video/Graphics Card**:

Nvidia Graphics GeForce Go ATI Graphics

Experience Second Life

EDUCATION VIEWPOINT

Raymond Papp and Erika Matulich

Speakers

Dr. Erika MatulichErika Matulich is an associate professor of marketing and director of the Master of Science in Marketing Program at the University of Tampa. She is also a Professional Certified Marketer and is certified in online instructional design. Her industry experience includes online treasury workstation development, network engineering, web-based survey design, and e-commerce. Her teaching and research interests include marketing technologies and technological business strategy implementation.

Dr. Raymond PappRaymond Papp is an associate professor in the Information Technology and Management department in the John H. Sykes College of Business at the University of Tampa. His research interests include Strategic Alignment, IT for Competitive Advantage, Distance Learning, and Pedagogical Issues in IT. He has published in numerous peer reviewed journals and presented at national and international conferences. Dr. Papp has worked as a computer programmer, senior analyst and management consultant and continues to maintain a consulting practice where he specializes in management consulting, strategic use of IS, & personalized training.

Benefits of Second Life

Increased awareness and presence of businesses

Richer learning environment

Increased interest from students

Matches students’ technology interests and need for social networking

Can be used as an innovative marketing tool

Exposure to students to a different medium of learning

Resource Considerations

Users with incorrect hardware are not able to use Second Life

Excessive bandwidth needs Maintaining land bought in

secondlife.com costs money and skilled manpower

Learning curve involved leaves many students and professors frustrated

No responsibility for online harassment, sexual encounters, stalking, and assault

Not all users enjoy learning in virtual worlds

Which Universities AreUsing Second Life?

• State Universities of:• New York• Minnesota• California• Pennsylvania• Ohio• Texas• Illinois• Iowa• Indiana• Idaho

• Harvard• Stanford• Duke• Notre Dame• Columbia• Clemson• Bradley• …and many

more!

Educational Uses of 2nd Life

• Virtual Teaching• Virtual Classes• Campus Tours• Recruiting• From colleges

to companies…

Virtual Teaching

• Simulations– Historical Reenactments– Business Role Playing– Architectural Design /

Engineering– Arts: Museums,

Concerts, Plays

• Lectures, Course Materials

• Group Interaction

Virtual Classes

Classrooms in Second Life give students a hands-on experience in the related field, encourage more participation & exchange of ideas in a more casual, relaxed environment.

Campus Tours

Campus Tours: virtual campuses that replicate the real campus or are an entirely new virtual campus

Boise State

Recruiting

Interviews in Second Life: Recruiters are conducting

internship interviews in Second Life

Recruiting Information Sessions: admissions counselors can hold virtual information sessions for prospective students

Colleges to Companies…

• Communication- global users• Branding- companies use SL to

develop their brand• Advertising- used for events

and business

• R&D- prototyping for business such as hotel

• E-Commerce

BUSINESS VIEWPOINT

Jonathan Reichental

Speaker Bios

Jonathan ReichentalDr. Jonathan Reichental has 18 years of experience in the IT industry. He has worked with many Fortune 500 companies and has spent the last 12 years with PricewaterhouseCoopers. Currently, Dr. Reichental is focused on IT strategy and innovation. He lectures often on a range of technology subjects and has addressed audiences such as Harvard Business School, MIT, Information Management Forum, and the Conference Board Council of CIO Executives. He has a Ph.D. in information system as well as several other IT-related degrees.

PwC in the U.S.

• $7 billion net revenues• 2,100 Partners and 28,000 Staff • 72 offices in 34 states• Primary services are within Assurance, Tax,

and Advisory• Clients include 75% of US Fortune 500 • Third largest privately owned organization in

the country

Section twoSection title 1Section title 2Section title 3

Slide 28

Virtual World Forecasts

By 2012:• Virtual Worlds may well be as

important as Web is today• 80% of Fortune 500 will participate in

virtual worlds• 50% of large enterprises will have a

virtual world presence

Virtual World Statistics

• Virtual worlds vendor revenue approximately $500m last year

• C2C transactions worth ~$550m last year• 13% of European youth engaged in virtual

worlds

Current Focus of Enterprises

• Subject matter acquisition• Experimentation• Marketing• eLearning• Commerce (To expand rapidly

within 2 years)

Organizations in Virtual Worlds

ABN AMRO

Adidas

Amazon

AMD

American Cancer Society

BBC

Best Buy

BMW

Microsoft

Circuit City

Cisco

CNET

CNN

Coca-Cola

Comcast

Dell

H&R Block

Harvard Law School

IBM

ING

Intel

iVillage

Kraft Food

Major League Baseball

Mazda

Mercedes Benz

Microsoft

MTV

NASA

NBA

NBC

Nissan

NPR

Penguin

Philips

Pontiac/GM

Reebok

Reuters

Scion

Sears

Sony

Sprint

Sun Microsystems

Thompson NETg

TMP Worldwide

Toyota

Vauxhall

Visa Europe

Warner Bros Music

Weather Channel

Wells Fargo

Wired Magazine

Xerox

Yahoo

PwC in Second Life Video

Thank You!

Questions?