Linden Lab is making a fairly daring foray this week, forming a beach head amongst the Microsofts and IBMs and the dozens of start-ups in the Enterprise 2.0 and VOIP space to lay claim to the idea that virtual worlds are ready for business.
OK. Stop right there.
Did you see what happened? I used the word ’space’. Which is to say that I haven’t been in San Francisco more than 24 hours and already I’m drafting business plans on the back of napkins and speaking that weird west coast talk that’s peppered with words like monetize and aggregate but hasn’t yet included ‘making bank’, although maybe Mark Kingdon can use the term at tomorrow’s workshop on the Future of Enterprise (aka the launch of no-longer-to-be-called Nebraska but forever to be remembered as such).
Everyone here is trying to make bank, it seems. Or trying to upload their brains to the Web. Or both.
In what other city would you find Thomas Malaby’s book about Linden Lab under ‘great gift ideas’ in the book store? And has anyone seen this magazine called H+ outside of California? The copy I picked up has “Psychedelic Transhumanists”, “Tweaking Your Neurons” and “Sex and the Singularity” as cover stories.
Where I come from the edges of the country are postcards. Vancouver isn’t really a city – it was created because someone needed to break the monotony of too many mountain vistas, so they threw a few buildings down to break things up a little. And on the other side of the country, Halifax is a sort of coastal postcard slash lobster buffet ($7.99! All you can eat!) but it’s hardly the site of cultist libertarians and venture capitalists. Down here, I often feel like I’ve entered a surreal interpretation of a place, filtered through the lens of optimism/fatalism or just plain Starbucks-induced hyperkinetic glee.
The Big Show
But back to the show, because the Enterprise 2.0 conference kicked off with a bang, featuring dueling keynotes from the Sharepoint guys at Microsoft and Adobe, with some context setting stuff thrown in between for good measure and to keep everyone honest.
Microsoft set their session up as a recreation of ’speed dating’ in which Sharepoint 2010 woos a potential customer by boasting about how sexy it is, what with its social media and blogs and Wikis and Facebook walls (called, um, noteboards or something, but same idea). I couldn’t help wondering why it was the GUY who was pretending he was Sharepoint but then it probably would have played as harassment if he was checking out the feature set on a woman.
Adobe followed it up with the comment that “you may be speed dating, but we’re here for the long-term” and then gave a performance that made me realize where Tom Hale picked up his presentation skills: it was logical, it looked good, it had lots of cool visuals, and yet was slightly swaggery, if there’s such a word.
But the rest of the opening set a broader context. And it all sounded, frankly, like a more expensive version of a virtual worlds/enterprise conference, like the recent 3DTLC, just with better signage, better organization, and better food. (You had to buy your own coffee at 3DTLC which strikes me as a sin of omission worse than putting down the wrong time for a major sponsor’s workshop, which is what they did here for the Lab, although it will all be OK in the end).
And the broader context is this: we have this great ’stuff’, and we know it works, and we’re all evangelizing but it’s tough to explain. Companies don’t always get it although they’re increasingly curious about it. They want to DO something with it but they’re not sure what, and they don’t want you coming in and telling them that your tech represents the end of life as they know it.
See, these are big players. And they’re convinced that there’s value in selling ’social media’ to Enterprise, although just as some people want to rename virtual worlds to ‘immersive media’ they’re just as concerned here that you not call it ’social media’ because it conjures up wasted time and Marxism and Woodstock (seriously, that’s what they said).
Are Virtual Worlds Part of Enterprise 2.0?
So that brings us to Linden Lab who have made the fairly audacious gamble that by being a major conference sponsor and by having a booth and by launching ‘Nebraska’ amongst the noise from the big guys that maybe they can get a spot at the table, just like they want a spot at the “Web 2.0″ table because what is Second Life if not a social media? Or an “almost-Skype” at least?
And the gamble, it seems to me, is positioning virtual worlds in a way that doesn’t narrowcast the technology (um, another California word, narrowcast) in a field where everyone is talking about enterprise-wide solutions, knowledge transfer and sharing systems, and other stuff that seems to imply multi-million dollar price tags.
But maybe it’s not so far off-base as you might imagine. Because the sales line for Enterprise 2.0 is that deeper collaboration, customer and employee engagement, and innovation are the main things facilitated by the Enterprise 2.0 agenda. And what does a virtual environment provide if not those things?
But for that story to have credibility, virtual worlds will need to do more of the stuff that companies like Proton Media are doing with their integration with Sharepoint. Or what IBM did with their integration with Lotus Sametime. We’ll need to see more hooks and applications and ways to integrate, which means that the biggest challenge will be to facilitate an ecosystem of developers – not just content creators, but application-type folks.
But even more so, and it’s a bottom line for the broader E 2.0 crowd (yup, I’m all about bottom lines, and options, and aggregating monetized eyeballs) – these things need to be done in the context of providing solutions to specific business challenges and needs in a measurable way.
Who knows. Maybe a few hours of speeches has addled my brain. Give me terms like ‘lag’ and ‘HUD’ and I’m happy enough, I don’t need a new glossary of terms to sound proficient in.
But if nothing else, being here is giving me the sense of the broader context in which Nebraska will need to live. And a certain amount of relief that virtual worlds aren’t the only place where people are feeling optimistic about where things are headed, yet still casting about for the right path that will get us to the gold that’s in them ‘thar hills.
The question isn’t if virtual worlds are part of Enterprise 2.0, it’s if Enterprise 2.0 is part of virtual worlds. We’re what? Half a decade into social media, and companies are *just* discovering that they may want to reach out via Facebook, Twitter, etc?
(p.s. It’s “Linden Lab”. No plural.)
Most Californians never use words like “monetize” or “narrowcast”, but it’s kind of entertaining that high-tech marketing departments have convinced you that we speak a different language here. On the other hand, our streets are paved with gold bricks, and all of us are movie stars.
That aside, I don’t see what Linden Lab is doing at Enterprise 2.0 as any sort of gamble . . . I think it’s a sure thing.
Agree…seems like a new era for Linden Lab (singular…really?). However, playing in the big league means that LL must solve knotty issues with availability, openness, IP, security, and industry standards. I wish them the best. But early architectural decisions may have doomed them to playing a Lotus 1-2-3 role.
In a lot of situations, the new “Nebraska” product is going to cut right through those knotty problems.
Hmmm…I got it right elsewhere. Must be thinking pluralistic. Usually get that right.
Kimberly – it’s not ALL of California, it’s just this little slice I happen to land in when I come out here I guess. And to be honest, monetize and aggregate are soooo 2007 (or earlier). I’ve been hearing more about ‘organic growth’ and ‘collaborative ecosystems’ and stuff.
Sure thing? Not sure. One of the things I notice wandering the booths is a fairly narrowly-focused product set from the vendors:
“I’m twitter for business” “I’m Facebook for the enterprise” “I’m Wikipedia for corporations”.
Then, compare that to SL: “I’m a rich immersive platform that supports collaboration, training, engagement and community, with a robust set of tools and a nearly limitless field of opportunities”.
Maybe they should just stick to “3D Skype”?
they have you buttered up dusan…. do you hear the dueling banjos yet? better run fast….
or get to like it.
Ah I see, Dusan. San Francisco freaks me out, too, but that’s because I’m more comfortable someplace rural. Nice to see they’re leveraging (!) green terminology there for good old-fashioned capitalistic goals . . . keeps things from getting dull when we get to learn brand-new lingo every few years.
One of the things I like best about Linden Lab is that they don’t try to jam their products into a little box with one brief high-concept tagline that’s supposed to describe the whole thing. Instead of trying to beat the other vendors at their old game, Linden Lab comes in with a fresh and different approach. I think that’s a big part of why SL is doing so well competing against other virtual worlds, and that this strategy is going to continue to work for them.
It’s the little companies that are really innovative as heck that have a chance against larger companies, and I think LL’s approach is pefect for that. Not just talking through my hat here . . . it’s based on what I hear from people who approach me to hire my company.
Best. Post. Ever! lol
Dusan: “I’m twitter for business” “I’m Facebook for the enterprise” “I’m Wikipedia for corporations”.
How about “I am Red Light Center for business”.
In a place where I have lived they say really important business deals must be signed over the (deleted), so there may be some traction.
Terrific report so far Dusan, throw a little more Californication lingo in your next updates so us East Coasters can stay hip, would ya?
You said, “these things need to be done in the context of providing solutions to specific business challenges and needs in a measurable way.”
I completely agree, and the BIGGEST challenge for Nebraska is justifying itself as a value-added solution for addressing a valid, inefficient, and costly business challenge. I don’t see virtual meeting spaces as a win for Nebraska as more cost-efficient, lower learning-curve, real-time solutions from Cisco, Citrix, and HP’s latest Skyroom, exist and offer all the cool document and desktop sharing features that Nebraska’s solution just can’t deliver.
Nebraska, as I see it, will fit in a very small niche of 3D world platforms with a wide range of business case justification for its price tag. But how will it fare against the OpenSim project and ReactionGrid who is targeting these same business customers with a price tag not in the ten’s of thousands for implementation? I know I’ll be watching.
Regards.