Showing posts with label business. Show all posts
Showing posts with label business. Show all posts

Wednesday, September 5, 2007

MetaCard: should avatar debt be considered progress?

I saw an interesting bit coming across the news feed yesterday regarding something billed as the First Virtual World Credit Card. The credit rate is horrendous (but aren't they all) and the limit is so low as to only be practical for the superfluous purchases of avatar tinkering. But this credit card does mark an interesting point in the evolution of Second Life, which, for all its faults, provides a testing ground for issues that would be tasked against a possible future Virtual Web. In this case, we see an example of identification (if choosing the gold option) and payment subcutaneous to an anonymous avatar overlayer. Closed systems do not have to deal with this. They function either not needing such methods of validation or one is already validated, in a sense, by the process of subscription to access the space and create an account.

A more distributed system, ala a Virtual Web, I suspect would not have an embedded validation method in place, courtesy of a single vendor. How then to manage validation, secure payment, and transfer of pertinent details, such as real name and contact information?

I've put forth that we need to evolve our need for identification to be on a verified but hidden level only, allowing for personal choice regarding anonymity and appearance. Avatar appearances, at least in the successful virtual worlds, have no guaranteed match to the actual persons anyways. Dress standards are all right when functioning in a business sense. But trying to enforce some sort of visual conformity on the general populace because we can't think past the surface is asking to be unpopular and abandoned, imho.

IF one accepts this requirement for anonymity, how can I ever really be sure that the person I'm buying from really is who they say they are? How can they be sure I am who I say I am?

Are we always going to have to access intermediaries like PayPal or eBay as the price for anonymity with some level of validation? Or are we going to be able to do person-to-person interactions with verified means when necessary?

Related to the topic of identification, I see that Linden Lab is now going to require identification to enter certain naughty zones. I'm not sure of the exact mechanism, but as I understand it, one has to be essentially "carded" when going in, providing a drivers license or passport number. Naughty zones are not a concern for me but the mechanisms for access are. Not just based on age, but security, paid-access, child-protection are all going to require some sort of access control. I think that the method Linden Lab is apparently applying in this test-case is too cumbersome. I suppose it is a stop-gap for now, but if I read that right, it seems both inaccurate (what if my parent was passed out from a binge and I "borrowed" theirs?) and insecure (like I trust Linden Lab with that info? They can't even get their application to run on Vista).

There is talk about having to sacrifice rights in order to preserve them (which I think irl is a crock, imo) but there is some truth to this when considering virtual worlds. A child in the real world wouldn't even consider entering into such a "red light" district but could consider going in as a poser because virtually he's indistinguisible from an adult if he so chooses. If a little kid asked me IRL about buying my used car, assuming she wasn't packing a really prodigious wad of cash (in which case, I can't say the thought of throwing in wood blocks so her feet could reach the pedals might not cross my mind), I'd chuckle and not bother getting involved in a pointless interaction. But in a virtual world, how do I size up a valid prospective buyer from someone who's a waste of my time?

How do we access information that would be ours by right visually in real life, and yet preserve the virtual bill of rights, including article 17: "A man is a man, unless he wants to be a woman, or wear bunny PJs."?

Again, I think a unified model is going to have to wrestle with this conflicting duality of needs. I think that user accounts would need to have some sort of sublayer linked to real identification and payment methods. Such should also be seamlessly accessed by the browser, say upon trying to walk through a virtual door, age screening is done automatically. None of this carding stuff. Children could register in schools; teachers would be equipped with processes to get their charges safely into virtual worlds, knowing that the alarm bells and virtual iron gates would close if said precocious young'uns try to get into places they shouldn't. And if little miss tried to yank my chain a bit for fun by pretending to buy a car with her virtual adult self, maybe I couldn't get her real age, maybe I couldn't access anything real about her except to verify that "she" was "old enough" to buy a car.

And when Dateline and Chris Hansen's avatar next decides to undertake another episode of To Catch a Virtual Predator, parents can know that those bad and troubled avatars got away but the people behind them did some very real jail time.

By giving up some "rights" as to anonymity to allow for basic functions of commerce and verification in a hidden but accessible based-on-need manner, I think the issues around preserving surface anonymity would go away. I would argue that it would encourage more use since people, as long as they felt they could trust the integrity of the verification process, would be more inclined to use the Web, virtual or otherwise. But trust, now as Shakespeare would have it, "ay, there's the rub."

Such a system would have to be absolutely transparent in its application, with no potential for misuse. As to who maintains, and even more important, who has access to, the information behind the avatars is the key issue.

You know, eBay and PayPal aren't looking so bad after all. Maybe that's what it would take: bonded intermediaries who can vouch for you and who provide these go-betweens. Given the varying laws about what age constitutes legal access, local companies who are vetted by some standards organization can carry on that function. Though we would still have to give up some information if we wanted to function beyond the purely social, there would at least be some choice about which vetting agency, and some accountability if any such should fail in their duties to keep my information secure.

Monday, August 20, 2007

Virtual Worlds: hype or reality for businesses?

To provide a foundation for some recent and forthcoming arguments, I would like to point to Virtual Worlds: hype or reality for businesses?, an 18-minute discussion with three panel experts, hosted by Silicon.com. Imho, this video is bang-on stuff. Anyone with an interest in virtual worlds, Second Life for business, and how this technology might shape in future should take the time to watch it. This panel nails it regarding sideways scalability, the open sourcing of server hosting, dependence and fragility of single source hosting, competition, and lack of objectivity when so much focus and commitment are with one sim. This is so much more intelligent and succinct than all the fluffy hype being blown around the info-winds, imho.

Thursday, August 16, 2007

Eight points to ponder

What came first? The prim or the plan?

The following is an excerpt from a team report I did investigating Second Life as a possible solution for some business needs. It represents my thoughts (concerns even) about what needs to be considered first before making the leap into a virtual presence. There is so much that is shiny and sexy about virtual worlds in all the attention they are receiving that the desire to participate can sometimes be premature, imho. And not wanting to add another empty presence to the virtual landscape, these are the points I feel should be considered prior to any construction. Not all might be answered in a satisfactory way, but it wont' be a wasted effort for trying.

The reason I posted this here is that I'll be addressing these points in a case study post later for what I consider to be a very successful and well-thought out implementation for Second Life: Coldwell Banker's sim island. That particular adaptation does not address the particulars of my team's needs but it does represent a successful adaptation into virtual scope. And it does meet all of the points below.

1. Try to find a realistic business use for one’s own employees to function in the simulation. (a)

2. Establish a handsome presence with prominent branding. Advertise your sim and its location.

3. Offer a contribution to the simulation’s community and function (b)

4. Offer unique goods or services that customers can only get within the simulation but which are used in the real world. (c)

5. (optional) Offer an activity or goods that are useful or entertaining, but which can only be used within the simulation (d)

6. Offer an in-sim business activity, viable goods and services that reflect the services or products you sell. Make any such apparent along with contact information and methods of access and payment. (e)

7. Don’t be lured by hype but don’t be slow to adopt, if such seems to make business sense.

8. Really should be the first step, but everyone seems to leave this last so it appears last here. Plan and architect all of the above on paper and make sure it’s viable before laying down a single prim. Otherwise, consider coming back later when better uses and functions suggest themselves. (f)


(a) This will help traffic flow while your sim is still waiting to be discovered, and provides a baseline value in and of itself, regardless of how much revenue traffic is generated.

(b) Perhaps it were best if this has nothing to do with the company services in the pursuit of altruism? – With tasteful branding nearby, the benefits will happen in due course. IBM’s sandboxes are a good example of such.

(c) Continue to refresh this service over time adding to it or revolving the material for something else. This might be something like free expert tech support during certain hours, or as Apple does, offering desktop pictures – or even revolving coupons or offers.

(d) (since these currently are what draws in visitors). Just like offers for real goods or services, keep this content fresh by either adding to it or revolving it over time. An example of such might be cosmetic social embellishments that people actually want to buy (such as Mercedes’ virtual cars, which are fun to drive and help keep the brand name prominent). Suggest that you also sell these, for a modest cost, as it helps offset the cost of the simulation.

(e) Education, recruitment, demo evaluation, user testing are all areas that have found adapted uses for virtual worlds. New uses are being discovered and learning how to effectively use virtual space is part of the function and value of being there.

(f) The words user-testing seem to have fallen out of favor. Don’t assume you know best. Run it past some people, hopefully with some different backgrounds. A mature plan can stand a few questions and challenges as a test of how solid it is. And the questions raised can help you plug some concept holes or fill needs you hadn’t considered.