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2 Comments
VirtualReport@yahoo.com
Interesting. If the businesses are considereing entering virtual worlds, they might find one of the challenges to being successfull early has much to do with the fantasy elements of the typical virtual worlds.
New-comers like the Weblo Virtual World (www.weblo.com), are entirely based on the real world. Built around principals people are already familiar with - building profiles - makes it easier to start. Marketers might find more Return for their involvement by entering virutal worlds with a lower barrier of entry.
Perhaps moving an avatar around the screen isn't really going to affect your bottom line... instead, it's more likely relative to the presence you maintain, the types of services you provide and whether or not all of these are consitent with your real world sales channels.
So, I don't know...fantasy versus real...
-- Chris
need another few laws to gartners
My take on this is slightly more cynical and pragmatic…
Virtual worlds, communities and nations are here to stay. Whilst emerging media is exploring new ways for companies to interact with their target audience, businesses must be careful not see this as another outlet where they aggressively sell.
Users go these sites often as a form of escapism and would probably take a negative reaction where vendors try and conflict with this. However, this can be done well - take Toyota selling their cars on Second Life as a great example of complementing a virtual world rather than fighting it.
Even though Gartner do suggest this is a “long haul”, there is a lot to be said for being early entrants into a market. My advice would be to start now but passively.
Also - don’t get hung up on the main avenues. Technology is changing fast - who knows what new scenario will be the best place to virtually hang-out in a few years time. Have a plan that is flexible and go for it.
Nevertheless, Gartner have made some sound suggestions that would be foolish for any would-be vendor in the virtual world not to follow… but perhaps they should use mine too.
My post backs this up
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