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Virtual Worlds and Games - serious business benefits?
Claus Nehmzow, Alcus International Ltd. / Serious Games Institute
The 10th Asia Pacific Knowledge Management Conference“Managing Knowledge for Sustainable Growth - Searching for
Business Models for the Future”4 December 2008, Hong Kong Science Park
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© Alcus International Ltd. 2008
Can we use 3D virtual worlds and games to achieve business benefits?
What are the unique characteristics of virtual worlds?
How can they be applied to business?
What are real examples of applications?
What can we learn from health care case studies?
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
IM/Chat Blog Webcast Email
Virtual World
Phone Face to Face
anonymous identified
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
IM/Chat Blog Webcast Email
Virtual World
Phone Face to Face
anonymous identified
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
IM/Chat Blog Webcast Email
Virtual World
Phone Face to Face
anonymous identified
Phone Email IM/Chat Webcast
Virtual World
Web Face to Face
simple media rich multi-media
Blogs
3Sunday, 7 December 2008
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© Alcus International Ltd. 2008
A virtual world has unique characteristics
Paper Email Web Blog IM/Chat
Virtual World
Phone Face to Face
asynchronous real time
Web Phone Email Blog IM/Chat
Virtual World
Webcast Face to Face
isolated shared
IM/Chat Blog Webcast Email
Virtual World
Phone Face to Face
anonymous identified
Phone Email IM/Chat Webcast
Virtual World
Web Face to Face
simple media rich multi-media
Blogs
3Sunday, 7 December 2008
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There is a wide range of business applications of virtual environments
• High volume, low margin product marketing
• Very personal information
• Too simple, time critical
• Use in isolation
• Do something just because you can
DON’T
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There is a wide range of business applications of virtual environments
• High volume, low margin product marketing
• Very personal information
• Too simple, time critical
• Use in isolation
• Do something just because you can
DON’T
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There is a wide range of business applications of virtual environments
• High volume, low margin product marketing
• Very personal information
• Too simple, time critical
• Use in isolation
• Do something just because you can
DON’T• Benefitting from dialogue
and explanation
• Enriched by human interaction
• Characterized by simulation, role-play
• Integrate, “user-centric” across channels
• Do something because you can when it adds value
• Use anonymity
DO
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There is a wide range of business applications of virtual environments
• High volume, low margin product marketing
• Very personal information
• Too simple, time critical
• Use in isolation
• Do something just because you can
DON’T• Benefitting from dialogue
and explanation
• Enriched by human interaction
• Characterized by simulation, role-play
• Integrate, “user-centric” across channels
• Do something because you can when it adds value
• Use anonymity
DO Examples• Seminars,
conferences
• Training
• Recruiting, onboarding
• HR, counseling
• B2B marketing
• Healthcare
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Imperial College London: Visualization and Training
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© Alcus International Ltd. 2008
47 Delegates8 Professors, 5 countries
Surgeons have held conferences in Second LifeLeong et al. BMJ.2008; 337: a683
Source: Imperial College London: Department of Biosurgery and Surgical Technology
International Virtual Association of Surgeons holds regular conferences
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© Alcus International Ltd. 2008
From real simulated patient in a real simulated operating theatre...
Source: Imperial College London: Department of Biosurgery and Surgical Technology
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© Alcus International Ltd. 2008
to virtual patients in a virtual operating theatre, improving effectiveness at lower cost
Source: Imperial College London: Department of Biosurgery and Surgical Technology
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Cigna: Virtual Health Seminars
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© Alcus International Ltd. 2008
Healthcare cost continues to rise
US spend
$2.3 trillion
16% to 18% of GDP
UK Spend in 2006
£120 billion
7% to 9.4% of GDP
Aging population: Greater proportion utilising healthcare resources with fewer contributing to the costs
Sources: Office of Health Economics CompendiumOrganisation for Economic Co-operation and Development. OECD Health Data 2006
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© Alcus International Ltd. 2008
The Old Way of Thinking - Heal the sick
Other 85%
76%
15%
24%
Costsof ill health
Individuals
Sick
Source: Mercer HR Consulting. March 2005
Other
Sick
Individuals
59%
Healthcare Cost “Churn”
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© Alcus International Ltd. 2008
The New Way of Thinking - prevent the healthy from getting sick
85%
15%Sick
Other
Individual
• Pre-emptive health care• Prevent long-term chronic diseases• Examples: weight management, smoking
cessation, stress/sleep management
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Behaviour: the biggest health determinant
Access to Genetics Environment Behaviour
10%
20% 20%
50%
Sources: FTF, Center for Disease Control and Prevention
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© Alcus International Ltd. 2008
Consistent branding starts on the web• Custom brand experience starts with
branded registration website
• Registration easy and simple
• Consistent branding, visual language,
graphic design
• Circular, extensible design
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© Alcus International Ltd. 2008
and extends to social community, interactivity, and games
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What questions do you have?
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