A Virtual Trip

Virtual Worlds popularity as a technology is expanding among enterprises

across businesses, since it was developed by Linden Lab back in 2003. Among it

is the eye catchy and mind boggling virtual worlds of Second Life (SL), which

have moved ahead from being just a virtual concept.

Today, it has grown in stature to become a potential platform for

interactivity, communication, business, marketing, and even a cost-cutting tool.

Virtual worlds as a mainstream technology has been steadily gaining ground

around the world since 2007. Since early 2008, major Indian companies from IT,

education, entertainment and hospitality sectors have shown great interest in

it, says Ashima Misri, business development head, Indusgeeks, a Mumbai-based

metaverse development company.

Moreover, they are keen to employ this new technology for internal

communications, training, virtual meetings, etc, rather than just for

marketing, adds Misri. Misris company claims to be Indias first and the

largest in metaverse development and offer SL based turnkey solutions.

Apart from technologys growth, theres a rising trend among companies to

have their presence in the virtual worlds, particularly in Second Life.

In fact, Gartners 2007 report predicts that by 2011, about 80% of all active

Internet usersestimated 465 mnwill be interacting with virtual worlds. Even

Forrester Researchs 2008 report says that in five years time, 3D worlds will be

as important to business as the Web is today.

About the trend, Misri points companies use it for internal communication

where virtual meetings, conferences are conducted for its employees based across

geographies and it is a low-cost and environment-friendly affair. Also, it helps

in staff training and orientation via simulations of spaces, systems, objects

and models that lowers cost, she adds

Further, Misri suggests that companies can market themselves here with

innovative ways to reach out to new consumers, mainly youth, which are virtual

worlds frequent visitors and also potential market for services and products.

It even allows them to hold events and conferences like trade fairs, concerts,

exhibitions, etc, where people can come and interact

IBM, Microsoft, Sun Microsystems, Cisco, Dell, Toyota, Coke, Reebok, Nike,

BBC Radio, and Armani are some international enterprises and brands present in

Second Life. Along with foreign firms, Indias Satyam Computers, Excel Soft

Technologies, and CRY, an non-governmental organizations have made inroads in SL

with the help of Indusgeeks solutions.

Technically, the SL presence is built on 3D models using films and designs

called Machinima.

Machinima is coined from machine and cinema. They are films made using game

engines like Second Life, World of Warcrafts, Halo, etc. At Indusgeeks we

largely use SL for our machinimas, informs Shuchi Talati, machinima director,

Indusgeeks.

Machinimas are used for two kinds of films. First for making promos/virals/commercials

of clients presence in virtual worlds to use on websites, video sharing sites

like YouTube or TV commercials. And second, they are an effective low-cost

option to animation, flash or real life films for corporate films and product

demos, Talati explains.

According to Indusgeekss tech head Ashish Dinkar, as personal computers

become more ubiquitous, and as broadband penetration goes up, the relevance of

Web technologies like virtual worlds to everyday life will only increase.

Also, virtual worlds will become more relevant to people as they begin to

offer more services and utilities. For example, the 2D Web is more relevant as

we can email, book tickets, etc. We, at Indusgeeks, are working toward

increasing the utility of virtual worlds through our solutions, Dinkar says.

Moreover, with the current financial crisis, virtual world technologies can

offer many cost-saving solutions like virtual training for enterprises with low

investment.

Pankaj Maru/CyberMedia News



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