Community key for Second Life success

ABC, AFTRS and Australian businesses band together and jump on the Second Life bandwagon

Although Second Life's registered population tops out at 2.6 million users, regular players (those who log on everyday) only represent 10 per cent of the total. Nevertheless, these residents have created a thriving virtual economy in which about $US650,000 is spent per day. With that figure in mind, it's with little surprise that uber companies such as Toyota, Nike, Sony BMG and Adidas, to name a few, have jumped aboard the Second Life ship.

But making the transition from selling real life goods in real life to selling real life goods in a virtual environment brings a whole new set of challenges, said Holloway.

"Selling virtual content is easy; the real challenge lies in creating new and innovative business strategies that bridge the divide between reality and virtual reality. For example, Toyota has been quite successful with the release of its new Scion for virtual test drives in the Second Life world, which has apparently led to click through queries for them," he said.

But more importantly, Holloway said companies have to be aware of the impact their branding will have on the Second Life community as a whole.

"Any company that enters Second life will have to tread carefully because there is a natural aversion to corporations coming in and flooding participants with marketing junk. Plastering advertisements throughout the world will only be met with angst," he said.

But once companies pass the hurdles of Second Life's community needs, Holloway says, establishing an online presence is easy, especially if you're a large multinational with money to spare. On the other hand, for smaller businesses, in particular Australian ones, the key for success and recognition is community.

"What's needed for business to thrive in Second Life is community," he said. "There's a lot of potential for Australian businesses, granted they come together to create a collective Australian community. And with the ABC and AFTRS on board, it looks like we're heading in the right direction."

Join the PC World newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?