Second Life is an online world created primarily as a source of entertainment for gamers. But Second Life has started to take on a life of its own that's piquing the interest of businesses everywhere.
Virtual worlds are nothing new (relatively) but what makes this
one different is its thriving virtual economy. Which is, in fact,
actual. To get your Second Life underway you buy the currency of
the virtual world (Linden dollars), which can be exchanged back for
real dollars. You can use Linden dollars to buy land and build a
place of your own which is where most people begin. But then they
want more - a better house, a better Second Life!
Entrepreneurs are springing up everywhere to offer goods and
services to the hundreds of thousands of inhabitants. There are
virtual building developers who are exchanging Linden dollars made
in Second Life for $200,000 (of the real variety) per annum. People
who've started businesses are employing virtual people to handle
the demand. There on the web, where once staff skived, they now go
to a virtual workplace!
And yes, B2B companies are springing up too. Virtual
consultants, financial advisors and even advertising agencies are
starting to make real money in an unreal world. Virtual brands are
springing up everywhere and existing brands are getting in on the
act too. A billboard in Second Life is a very cost-effective way to
reach real people, albeit in a virtual world. But trade and
marketing are not the only reason businesses are interested in
this, or other, virtual communities. What's being demonstrated is
that to get real work done, genuine collaboration and innovation,
you don't need to rely on the physical world.
Or to put it another way, you don't have to have overheads
beyond a computer, internet connection and a chair. You can meet
online as virtual people and get down to business with an array of
digital tools only limited by imagination. One big business brand
is already putting this into practice. IBM's secret island in
Second Life is frequented by 250 R&D people who are exploring
new areas of growth. On the island their virtual selves share
ideas, hold seminars and receive training.
Reportedly the advantage over phone or video conferencing
systems is that participants feel they are much more 'there' making
it far easier to identify who is communicating at any one time.
It's also very liberating. It's easier to field a risky idea when
it's not 'actually' you fielding it - virtual people don't blush.
It also adds new scope to move away from a formal meeting to relax,
'play', or hold smaller breakout meetings, all of which can help
creativity.
Is it the future for business? Who knows? But we ignore virtual
worlds at our peril. They may only be virtual, but the commercial
advantages are already proving to be very, very real.