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新的商业模式——second life

新的商业模式——second life

范:虚拟与现实越来越难解难分了。。。

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http://my.donews.com/beyondthesea/2006/09/30/AEtHqyomduQpPOpTzkDnVgvDViclXpPCjxCe/
一直想写点关于Second Life和虚拟世界的东西。最近看了keso的“虚拟或现实”,以及闾丘露薇的“网络世界会怎样”,终于打算一吐为快。
Second Life不是一般网游
第一次知道Second Life是在Google Video上偶然看到了一段Google TechTalks的录像。Second Life是总部在旧金山的Linden Lab提供的由玩家共建的真三维的虚拟世界。很多人都以为Second Life只不过是象“传奇”,“魔兽”那样的另一个网络游戏。其实不然。跟网游最大的区别,Second Life没有场景设置,没有情节设置,这里的“居民”{Second Life里的玩家不愿意被叫作“玩家”,而是“居民”--residents}一开始什么都没有,除了一个很强大的工具:脚本{scripting language}。只要你有足够的想象力,你可以用这个脚本工具创造任何东西,衣服,店面,寓所,就好像搭“乐高”玩具一样。跟“乐高”不一样的是,在这里连每一种积木的样子,功能,跟其他积木的接口,你都可以自己设计。前面提到的那段录像就有很多用这个脚本工具创建出来的酷玩意儿。
不光是造东西,“居民”们还可以用这个脚本工具构建起非物体的东西,比如,创建一个为人提供公证的服务,再比如,举办一个Thriller Dance舞会,邀请朋友来嘻哈一下。
Second Life是真正的商务
2003年11月,Linden Lab史无前例地宣布,所有在Second Life里创建的东西产权都属于创建者所有。 如果你是新手上路,刚登录到Second Life时一无所有,也不会使用这个脚本工具,唯一能做的就是四处逛逛。到处都有服装店,你可以溜达进去,用Linden币(跟美金以约300:1兑换)买身酷酷的衣裳。注意这些酷酷的以上衣裳都是拥有者或者买来,或者自己用脚本工具创建出来的。溜达累了,你可以买一块地住下来,这样你的“爱娃她”{avatar,指在虚拟空间里真三维的你}在你下线之后还有个地方住着。在Second Life里每天都有大量的交易以Linden币成交,光今年一月份一个月,就有420万笔买衣服,买房子的交易成交,总额达500万美金,真的绿花花的美金。
英格兰一位35岁的工人,赋闲在家,开始只是无聊才玩Second Life,很快他就用脚本工具创建了一个跳舞球, 这样,一对男女的“爱娃她”在一起,点击一下这个跳舞球,就可以拥抱在一起跳上一曲。很快这个跳舞球就变得非常流行,他每天可以卖掉300个左右,约300Linden币{合一个1美金}一个。这样他一个礼拜就有约1900美金的收入,养家是够了。
还有一位31岁的澳大利亚程序员Nathan Keir,在Second Life里创建了一个叫作Tringo的游戏,结合了“俄罗斯方块”和“宾果”游戏{Tringo = Tetris + Bingo},目前卖了226个,每个约15000Linden币{合50美金},以至于一家叫Donnerwood Media的真实世界里的游戏公司愿意付五位数来购买这个游戏的版权,然后把这个游戏发布到真实世界的游戏平台。
这样的例子不胜枚举。 根据网络游戏服务公司IGE的调查,2005年约有10亿美金的真钱花在购买虚拟空间里的虚拟物品{包括所有的网络游戏,不仅是Second Life},而今年则会达到15亿美金。
虚拟或现实
这里盗用了keso的题目。 据统计,Second Life里的居民花四分之一左右的在线时间来创建各种各样的东西。他们觉得自己在创建一个全新的世界--事实上他们是。Linden Lab的人说,这样大的一个世界,要花费4100人一年的工作量才能完成。假设一个程序员挣10万美金一年,那就是Linden Lab节省了4亿一千万美金的开销。而且你想,这些免费劳动力每个月倒贴6到几千美金来干活。更别说这些免费劳动力都是心甘情愿,乐此不疲--人们在游戏里总是津津有味地做一些非常琐碎的活,一般程序员哪儿做得到这点。
于是就有人提出,为什么不利用游戏心理,激励机制,社交性质,以及脑力激荡来完成一些真实的工作呢?事实上,一位斯坦福教授开设的小创投公司就在探索把真实世界的工作交给游戏世界的人来完成,寓作于乐,效果定是不错{恕在下神往下下,马上回来}。
真实世界里很多人瞄准了虚拟世界里的商机。英国的一间品牌推广行Rivers Run Red就在跟真实世界里的流行时装界以及媒体公司合作,通过三维展示把他们的品牌推广到Second Life里。
沃尔玛,American Express,Intel,以及另外200多家公司,也在Second Life里尝试使公司能更好合作学习的方法。
有人认为Second Life可以挑战微软成为更好的一个创建娱乐,商务软件以及提供服务的平台。甚至连微软的大极客Robert Scoble也表示Second Life就是下一代的操作系统
而当这一天到来,虚拟就是现实,现实亦是虚拟,恐怕很难截然分开了。
社会问题
这个社会,有好人就有坏人,在哪儿都一样。Second Life不可避免的,也有一定的社会问题。尽管Linden Lab规定不能在公共场所有过激行为,比如种族歧视,过度的性展示等等。 但在私人空间里,有些不检点的成年人就会做出一些在真实世界里会让他们坐牢的出格行为。目前,这样的问题有争议但没有答案。
注:材料大部分来源于“商业周刊”。
乐乎设计,乐乎生活~

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这会是人类的未来么???

乐乎设计,乐乎生活~

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一个介绍,很有前途的游戏呢。记得郑智化也做过类似的游戏。

 

 

乐乎设计,乐乎生活~

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这游戏俺玩过耶~~就是我家本本奔起来有点恐怖,风扇扇得那叫一个惊世骇俗~~后来就不玩了。前两天看到一个介绍夸second life的ui做地好(第一次看到这名字的时候,俺还以为和half life差不多的东东勒)

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designing a second life

in 2006 second life was surrounded by hype and became a media
and corporate darling. big name US companies from NBC, universal
to coca-cola commissioned in-game presences. american apparel
was among the first wave of fashion retailers to go virtual and open
a store in SL, joining the likes of adidas and reebok. since then more
than 85 percent of the avatars created have been abandoned.
a wave of articles were published on how marketers are not getting
the returns expected, how deserted SL is, and how most residents
are somewhat indifferent to the large companies that open their
virtual outlets.
whilst this phenomenom might still seem a little unusual to some
it is surely a nod to the technology rich future which sees us having
an existence that is part real and part digital.

one of the things that the mainstream press gets right about SL is
that nearly everything is user-generated, one of SL's greatest
strengths!

second life avatars are valuable customers - they have the
money to spend on high-end computers, and high-speed internet
connections, as well as free time needed to partake of SL.
no wonder that design companies wish to use SL for effective
marketing,building relationships with customers and partners,
and creating business value. with so many places in SL to visit
such as shops, cinemas, galleries - there is plenty to keep the
9 million or so avatars busy. one main past time seems to be
that of spending. the community's currency is the linden dollar,
named after SL's developer linden lab (exchange rate is L$265
to US$1). this past june/july, about 11,500,000 transactions
took place..


trends
many PR agencies are testing the waters of the SL
phenomenon - in may 2007 the german agency ‘trendbüro’
invited 40 persons to their SL 'corecon convention center',
to take part in a 'trend day' entitled ‘karma-capitalism’, which
was defined by the three words: transparency, attitude and
sustainability. it was possible for SL visitors to chat with the
speakers after the talks.

car design
second life car designers
nissan offers a 'loop-d-loop' track to test cars on
in a computer-generated virtual world where the roads are empty
and the cars are cheap, anything is possible. in november 2006,
toyota's american youth brand 'scion' opened their first car
showroom in SL, where people can test drive the range and even
buy them for as little as 200 linden dollars. in the first two months
alone scion sold more than 500 virtual cars. other car companies
soon followed, and now there's a booming car culture in SL.

nissan went one better - giving away their 'sentra' models for free
at a kind of giant vending machine and provided a death defying
'loop-d-loop' track to test them on. the stunt seemed to prove
popular with around 20,000 sentras given away since the vending
machine opened.

in april this year the italian car designer giorgetto giugiaro
announced that he will present his concept car renders
on SL for a test drive. read more
pontiac does disco at motorati island
pontiac hybrids
pontiac garage


with such offers available you might be thinking of getting the car
of your dreams, but buying the 'real' deal might not yet be possible.
inside second life there are at least 16 shops advertising that they
sell 'ferrari' cars. one model sells for L$1995 (approximately US $7.75). however, as of yet ferrari does not have an official presence in
second life. (read more about copyrights in SL below)

furniture design
in july 2007, the US company steelcase announced a
SL chair design competition, the winning design will be
showcased in the SL steelcase store ...

the italian company moroso has its own virtual HQ
which of course is furnished with their iconic pieces,
from the likes of marc newson and patricia urquiola.

fashion design
it's not surprising that clothing, hairstyles and accessories
are as attractive as they are to second lifers, it's all part of
individualizing the appearance of a player's online persona.

like offline fashion designers, second lifers can spend hours
or days sketching and developing the textures and patterns
of a garment. 'it's not unlike making real clothing' says
26 year old alyssa laroche who started designing clothes for
SL in 2004 the avatar name of 'aimee weber'. her line originally
consisted of the club wear she'd have worn if she didn't have
a day job as a web designer. skip forward to today and
alyssa no longer has that day job. her online design business
has become full time, aided by the success of her fashions and
other contract work, such as helping american apparel launch
their SL store.

talent zone
anyone with photoshop can become a fashion or industrial
designer and create whatever looks they desire.

but at the moment young designers aren’t that keen on
presenting their collections on SL as yet.
an article on SL’s style page lindenllifestyles.com
encourages new designers to get on board.
the site features a detailed article on how new talents can
promote themselves within SL and the blog circuit
covering fashion and shopping to boost their virtual image.

fashion models & beauty contests
wired news has a story about a beauty contest searching
for the best looking female digital avatar.
the man behind the event is franz cerami, an italian promoter
who's trying to start the world's first CG talent agency.
his dream is to manage a bevy of virtual beauties,
posing and costuming them for pinup calendars,
videogames, ads, and movies.
the benefits of digital models are obvious - they never age,
never have bad hair days, and can be on location in
tokyo, paris, and hollywood simultaneously.

to keep up to date with the latest fashion trends in SL
read the jc fashion report
12th german trend day on SL
‘antibodi’ chair, design by patricia urquiola for moroso
‘gluon’ chair by marc newson for moroso
miss second life 2007 - natalia zelmanov
isabella sampaio, winner of the second life face of l'oreal
virtual fashion collection by japanese designer yoko shepherd
fann hyun is an experienced SL model who openly admits that she comes to in-world
‘to escape from work stress and to realize my childhood dreams of working as a model’.
there is room for and acceptance of individual style. in her blog, whole lotta rosie, rosie barthelmess talks about being a plus sized woman in both RL and SL.
stella mccartney and PETA's virtual protest
an avatar sporting a boing boing t-shirt, who knows maybe there is even someone out -there wearing one of designboom's own tees.
american apparel's SL store, architecture by aimee weber
copyright infringement runs rife: there are more than 50 stores in second life carrying virtual sunglasses branded 'gucci', 'prada', 'rayban' and 'oakley.' each pair is priced around L$125 (U$ $0.75). none of these stores appears to be owned, sponsored, endorsed, or licensed by any of these companies.
the official adidas store now stocks the 'the a3 microride'
adidas in SL sells only the a3 that comes either in white or red and black styles. there are no attendants behind the counters and you buy the shoes by clicking on one of the boxes and paying 50 L$ (linden dollars), about 20 real-world cents.
just like adidas's, reebok's store is an SL extension of a particular campaign

customizing - you press the arrows to highlight a particular part of the shoe you want to color, then select the color you want.
when you are happy with the result, you pay another L$ 5 to get the design transferred to your shoes. the machine doesn't color all the shoe sizes you have, only the one you are wearing at the moment.


pet cause
why stage a real protest when you can do it virtually?
that’s what stella mccartney and PETA (people for the
ethical treatment of animals) did this year. in july
there was a peaceful anti-fur protest on a
virtual island created especially for the occasion.
while you were there your character could don a slogan
t-shirt which reads ‘I’d rather be pixilated than wear fur’,
donate virtual money which can be converted to hard
currency by PETA or just enjoy the virtual english
countryside complete with picnic tables and a
linda mccartney veggie burger stand.


copyright infringements
benjamin duranske, founder of the second life bar
association and a real life lawyer, estimated there
was trademark infringement in at least 1 percent of
all second life transactions - about 1.4 million per year.
he noted on his blog that a classifieds search for 'gucci'
generates 106 hits and 'vuitton' gets 39 and 'nike' gets
the most at 186 hits. none of these companies have
endorsed the virtual products.
several stores in SL sell virtual 'iPods'
for avatars. some further the copyright infringement,
by preloading the unlicensed players with songs from
artists ranging from michael jackson to gwen stefani.
apple is not behind these stores.
the current linden labs policy is that if someone files
an abuse report against trademark infringement, they
investigate it and remove the products. however,
so far, the companies haven't actively tried to seek out
trademark violators. the official copyrights policy states,
'linden staff generally remove content that uses trademarks
without apparent authorization, with or without giving
notice to the object owner. this includes all real life corporate
logos and brand names.'
duranske argues that representatives from companies should
be the ones logging in and reporting their complaints to
linden labs:
'consider the real world: the US government doesn’t
seek out trademark infringers. It’s the companies in
question who have to police their marks'.

read more via benjamin duranske's blog
virtually blind

second lifetime expectancy
copyright issues aside, second life still continues to
grow. each month more and more companies venture into
the virtual world in search of business possibliities.
a steady rate of people are jumping on the band waggon
whatever their real life occupation might be all in search of
a new design for life.


more
keep up to date on what’s happening in second life
via reuters, who have their own SL news service

second life: your world, your imagination.

[ 本帖最后由 juliette 于 2007-9-21 23:24 编辑 ]

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