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
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Since early 2008, major Indian companies from IT, education, entertainment and hospitality sectors have shown great interest in virtual worlds
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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
maildqindia@cybermedia.co.in