enhancing innovation through virtual worlds
DESCRIPTION
My presentation in February 2011 to students in the Mastering Innovation Class at the McCombs School of Business at UT at Austin. www.knowledgenetworking.org.TRANSCRIPT
Stepping into the Internet: Stepping into the Internet: Exploring opportunities for Exploring opportunities for
innovationinnovation------------
UT Austin, Managing InnovationUT Austin, Managing Innovation
February 2011February 2011www.hhs.sewww.hhs.se
Today’s presentationToday’s presentation
• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for
innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions
Here comes the “Immersive Internet”Here comes the “Immersive Internet”
O’Driscoll 2009O’Driscoll 2009
How many usually think of virtual worlds…How many usually think of virtual worlds…
Computer-generated, persistent space Three-dimensional, immersive environmentExperienced by many people at once/interactivity
Virtual Virtual socialsocial worlds vs virtual worlds vs virtual gaminggaming worldsworlds
So, what can you do?So, what can you do?
•Ability to manipulate/create contentAbility to manipulate/create content•In some cases, virtual economy and currencyIn some cases, virtual economy and currency
Improving corporate trainingImproving corporate training
Learning virtual Learning virtual teaming skills teaming skills through doingthrough doing
http://www.youtube.com/watch?v=uQa6vyG8Dkghttp://www.youtube.com/watch?v=uQa6vyG8Dkg
IBM’s Innovation Jam
http://freshtakes.typepad.com/http://freshtakes.typepad.com/sl_communicators/2006/09/sl_communicators/2006/09/ibms_second_lif.htmlibms_second_lif.html
Facilitating virtual collaborationFacilitating virtual collaboration
Welch et al 2010Welch et al 2010
ProViWo: Professional Collaboration and ProViWo: Professional Collaboration and Productivity in Virtual Worlds, Productivity in Virtual Worlds, http://vmwork.net/proviwo/http://vmwork.net/proviwo/
Merck’s Global R&D
Working with customersWorking with customers
http://www.youtube.com/watch?http://www.youtube.com/watch?v=wsYVF25jHqw18v=wsYVF25jHqw18
Today’s presentationToday’s presentation
• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for
innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions
Understanding customer needs
Developing products that meet those needs
+=Successfulinnovation
Innovation
From Kohler 2011From Kohler 2011
Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011Slide from Kohler 2011
AvatarVirtual representationAppearance - Looks- Clothing - Accessories
Slide from Kohler 2011Slide from Kohler 2011
Technological advancesTechnological advances
Technological advances
Real-timeMedia richnessInteractive collaboration
“When you are at Amazon.com you are actually there with 10.000 concurrent other people, but you cannot see them or talk to them. At Second Life, everything you experience is inherently experienced with others.” (P. Rosedale)
Slide from Kohler 2011Slide from Kohler 2011
“ They could use their virtual-world sensibility to design products with real-world potential.. (Hemp, 2006)
„
User-generated content
Native creativityPlayful environmentFreedom to experiment
Slide from Kohler 2011Slide from Kohler 2011
Need identification and idea generation
Concept and design Test and launch
Philips Ideation Quest
Kohler 2009Kohler 2009
Steelcase Chair Designs
Need identification and idea generation
Concept and design Test and launch
Kohler 2009Kohler 2009
KTM Ideation Quest
Need identification and idea generation
Concept and design Test and launch
Kohler 2009Kohler 2009 http://www.youtube.com/watch?http://www.youtube.com/watch?v=urIrLzFxPz0v=urIrLzFxPz0
Today’s presentationToday’s presentation
• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for
innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions
RunAlong
Swedish web startup
Web community for female runners
Goal: Enable knowledge exchange from disperse locations about local markets
Travel for Change
Non-profit project
Volunteer travel platform
Goal: Co-design of Service Experience
Kohler, Teigland, Giovacchini, Helms 2011Kohler, Teigland, Giovacchini, Helms 2011
Bringing together runners from across Bringing together runners from across globeglobe
Helms, Giovacchini, Teigland, Kohler, JVWR 2010Helms, Giovacchini, Teigland, Kohler, JVWR 2010http://www.youtube.com/watch?http://www.youtube.com/watch?
v=2kMNWBU1Yb8v=2kMNWBU1Yb8
PRAGMATIC SOCIABILITY
USABILITY HEDONIC
VIRTUAL CUSTOMER
ENVIRONMENTS
Nambisan and Nambisan 2008
What should you think about?What should you think about?
Provide clear navigation structure
Provide individual support
USABILITY
PRAGMATICDesign to inspire
Create immersive environments
HEDONICProvide challenging tasks
Nurture playfulness
SOCIABILITYEncourage collaboration
Engage in multi-modal conversations
Nambisan and Nambisan 2008
What role does avatar appearance play?What role does avatar appearance play?
Avatar appearance influences one’s behavior and that of others
•More attractive avatars involve others better and more likely to be included in conversations and interactions
•Taller avatars are more confident, stronger negotiators
•People whose avatars resemble their physical selves focus more closely on task and more motivated to perform better
See speaker notes for sourcesSee speaker notes for sources
“I’m currently in my work avatar, which is an extension of my professional life and when I
show up in SL with this avatar I’m a representative of my company and therefore I adjust what I’m saying and doing accordingly. While during the workshop I showed up with my personal avatar, that I use for volunteer efforts in SL for a not-for-profit organization. So, I think I adjusted my behavior just a little bit, by being a little bit less worried and more
relaxed about just meeting people without being under a particular pressure to make a
lot of sense.
What role does the environment play?What role does the environment play?
Environment influences behaviorEnvironment influences behavior− Heightened telepresence, or sense of “being there”, leads to Heightened telepresence, or sense of “being there”, leads to
highly immersive virtual experience in which individual's highly immersive virtual experience in which individual's avatar becomes extended-self of participant in virtual world avatar becomes extended-self of participant in virtual world and individual concentrates acutely on his/her activitiesand individual concentrates acutely on his/her activities
“At first I thought that it running around track was really goofy…but honestly after I ran the first time around, I remember it pulled for me some memories of actually running, the last
time I was actually running on the sidewalk or through my neighborhood. That was really
interesting, and it has stuck with me that you used the SL environment with scripted animation to actually give people an
experience to ground them to prepare them mentally for what we were going to be talking
about. So I thought that was fantastic.”
28
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email me
Travel for ChangeTravel for Change
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
29
1. Become aware
4. Get critical
3. Get creative
2. Get inspired
30
How does participation through an avatar impact the co-creation process?
How does participation through an avatar impact the co-creation process?
How does the environment impact the co-creation process?
How does the environment impact the co-creation process?
A
B
Food
for
Food
for
thou
ght
thou
ght
……
Follow-up Follow-up survey and survey and interviewinterview
Today’s presentationToday’s presentation
• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for
innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions
VWs moving out of “Gartner hype cycle” VWs moving out of “Gartner hype cycle” troughtrough
Virtual worlds today
http://www.gartner.com/it/page.jsp?id=1447613http://www.gartner.com/it/page.jsp?id=1447613
>1 bln usersMay 2006
July 2007
http://www.slideshare.net/nicmitham/kzero-radar-q1-2011?from=ss_embed
>1 bln users
Building skills in virtual environmentsBuilding skills in virtual environments
My CVMy CV•Leading a virtual team of 30 Leading a virtual team of 30
individuals from across the globeindividuals from across the globe•Creating and successfully Creating and successfully executing strategies under executing strategies under
pressurepressure•Managing cross-cultural conflict Managing cross-cultural conflict
without face-to-face without face-to-face communicationcommunication
Teigland 2010
““Practicing” entrepreneurshipPracticing” entrepreneurship
““Clearly if social activity migrates to Clearly if social activity migrates to synthetic worlds, economic activity will go synthetic worlds, economic activity will go
there as well.”there as well.” Castranova, 2006Castranova, 2006
http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-1240578@N23/1240578@N23/
•US US $3 bln in virtual good sales 3 bln in virtual good sales in 2009 to grow to US in 2009 to grow to US $12 bln in 12 bln in
20122012
•US $222,000 raised at American Cancer Society Relay
in Second Life
•Swedish government granted Swedish government granted bbank license to Mind Bank in
2009
•US US $3 bln in virtual good sales 3 bln in virtual good sales in 2009 to grow to US in 2009 to grow to US $12 bln in 12 bln in
20122012
•US $222,000 raised at American Cancer Society Relay
in Second Life
•Swedish government granted Swedish government granted bbank license to Mind Bank in
2009
USD 635,000 for an asteroid!USD 635,000 for an asteroid!
http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/
USD 500,000 profit in 5 yearsUSD 500,000 profit in 5 years-Jon “Neverdie” Jacobs-Jon “Neverdie” Jacobs
Emergent organizing in VWsEmergent organizing in VWs
Collaborating with Collaborating with like-minded like-minded
individuals to pursue individuals to pursue a visiona vision
Teigland, JVWR, 2010Teigland, JVWR, 2010
Increasing pace of VW development!Increasing pace of VW development!
VWs on VWs on stickstick
Browser-Browser-based VWsbased VWs
SeamlessnessSeamlessness
http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://mediagrid.org/groups/technology/OFF.TWG/http://mediagrid.org/groups/technology/OFF.TWG/
"Create Once, "Create Once, Experience Experience
Everywhere”Everywhere” Expanding Expanding usesuses
For smart For smart phones and phones and tablet PCstablet PCs
OpenSim: The open source of VWsOpenSim: The open source of VWs
CERN control CERN control room and room and particle particle
acceleratoraccelerator
Coming soon!Center for
Entrepreneurship and
Innovation
Contact Serdar Temiz at
As soon as the Facebook generation wakes up and embraces virtual reality, we
are going to see a giant wave of virtual world millionaires.
-Jon “Neverdie” -Jon “Neverdie” JacobsJacobs
As modeling and simulation technology improves, more and more real world items
will be successfully designed in collaborative spaces that can be leveraged both by
corporations and ad hoc groups.-Cory Ondrejka-Cory Ondrejka
ConclusionVWs offer new opportunities for innovation and co-creation
Advances mostly in creation of innovation-related knowledge
Technological challenges remain but improving rapidly
Preliminary insights on how to manage co-creation workshops
Today’s presentationToday’s presentation
• Intro to Virtual WorldsIntro to Virtual Worlds• Some examples of using VWs for Some examples of using VWs for
innovationinnovation• Co-creation workshopsCo-creation workshops• Looking into the futureLooking into the future• QuestionsQuestions
Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.owww.knowledgenetworking.orgrg
www.slideshare.net/www.slideshare.net/eteiglandeteigland
www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland
Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.owww.knowledgenetworking.orgrg
www.slideshare.net/www.slideshare.net/eteiglandeteigland
www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
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