knowledge map of the virtual economy: an introduction
DESCRIPTION
Presentation introducing the World Bank virtual economy report, which is available at http://www.infodev.org/en/Document.1076.pd.Delivered at the FPD Forum, 7 April 2011, Washington D.C.TRANSCRIPT
Knowledge Map of theVirtual Economy
Dr. Vili Lehdonvirta, University of Tokyo / HIIT FPD Forum, 7 Apr 2011, Washington DC
Contents
1. Introducing the Knowledge Map of the Virtual Economy–What do we mean by “Virtual Economy”?–What are some of the industries in the VE?–What is the development potential of the
VE?
2. Mobile Microwork Challenge–Preview of an upcoming infoDev competition
2
KMVE: Research process
•Assignment: “Development potential of the Virtual Economy”•August 2010 –> January 2011•Two researchers + research assistants
1. Literature review (academic, market studies)
2. 13 interviews, one survey, data from a corporate database
3. Workshop at ICTD 2010
4. Peer review3
The Demand
•Users desire goods and currencies in online games, social networks, etc.•Brands are after Facebook likes, Twitter
followers, Digg votes, etc.•E-commerce sites need digital
microwork, such as tags on images, transcriptions of scanned forms, de-duplication, etc.
= “Virtual assets” that are valuable to someone, yet scarce 4
The Supply
•For each of these virtual assets, there is an emerging industry that supplies it
•The production, exchange and use of scarce virtual assets = the virtual economy
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Demand
Scarce
supply
Markets
Sectors of the Virtual Economy
Third-party gaming services industry
“Cherry blossoming” industry
Microwork industry
Micro-content industry
Sectors of the Virtual Economy
Third-party gaming services industry
Professional gaming studio outside Beijing, China. Photo: Jared Psigoda
Third-party gaming services
•Total revenues: $3.0 billion (2009)•Approx. 100,000 full-time equivalent
workers
•Involves negative externalities–Net social value can be negative–Legal status contentious
Game operator
Producer Retailer Customer
Sectors of the Virtual Economy
“Cherry blossoming” industry
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Sectors of the Virtual Economy
Microwork industry
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Microtask Ltd
Microwork
Samasource workers in rural Kenya. Photo: Samasource
Microwork industry
•Emerging industry; some benchmarks for potential market size:
–Paid crowdsourcing: $500 million (2009)–IT and business process offshoring: $92-$96
billion (2009)
•No negative externalities: 100% positive contribution to society
Infrastruct. provider
Microworker
Work aggregato
r
Work transform
erClient
Task size Source of workers
Workers’ tools
Skills
Crowd-sourcing (Howe 2008)
From tiny tasks (2-30s) to large projects (days or weeks)
Open call on the Internet
Workers may require external tools
From basic computer skills to languages and professional skills
Microwork Tiny tasks (2-30s)
Open calls, staff members, contractors, BPO providers, online games
All tools and information embedded into the workers’ user interface
From basic computer skills to languages
Microwork vs. crowdsourcing
Current development impact
•Compared to e.g. the global coffee industry ($70 Bn in 2002), the amount of real money circulating in the virtual economy is modest•But most earnings in the VE are captured by
the producers -> significant development impact
–in the coffee industry, producing countries capture less than 10% of total revenues
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Infrastruct. provider
<30%
Microworker
0-70%
Aggregator
10-30%
Transformer
20-60%Client
Game operator
<1%
Producer70%
Retailer30%
Customer
Third-party gaming services value chain
Microwork value chain
Future development potential
•In the future, wage competition is likely to limit producers’ income (low entry barriers)•In the gaming services industry, developing
countries have been able to move up the value chain towards customer-facing functions•Can developing countries achieve the
same in the microwork industry? 21
Infrastruct. provider
<30%
Microworker
0-70%
Aggregator
10-30%
Transformer
20-60%Client
Game operator
<1%
Producer70%
Retailer30%
Customer
Third-party gaming services value chain
Microwork value chain
Potential upgrading strategies
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Horizontal coordination Individual microworkers banding up to share resources and improve bargaining power
Product upgrading Producers expanding up/down the value chain
Functional upgrading Pushing higher-value-added products into the value chain, e.g. business intelligence
Inter-chain upgrading Using skills and experience to engage a totally different value chain, (e.g. microwork services for personal users: photo album tagging etc.)
•Important enabler in least-developed countries: mobile technology
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MobileMicroworkChallenge
Converting the Virtual Economy into Development Potential: Phase 2
Photo (CC) by whiteafrican
Mobile Microwork Challenge
•Online competition organized by infoDev to speed up the development impact of microwork in least-developed countries•Challenge: develop new concepts for
mobile microwork–What problem is addressed, who is the
customer?–How is the problem addressed by
microworkers using mobile (feature/smart)phones?
•Winning concepts awarded support for implementation and piloting•Accepting submissions opens in fall
2011
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Virtual Economy
Digital Economy
ICT infrastruct
ure
• Virtual goods, currencies, tasks, endorsements, links• Online services, communities, games
• Online shopping, eCommerce, eGov• Broadband connectivity
• Wireless networks
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