31 October 2007

Philips Design claims to have found the key to understanding Virtual Worlds

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Philips in Second Life
Far from fading out, as some media reports indicate, Philips Design believes that there is serious attention being paid to virtual immersive spaces, like Second Life, as dialogue with virtual world residents uncovers what companies can achieve above and beyond public relations and branding activities.

“Philips Design’s Co-Creation Experience in Second Life has resulted in a wealth of input regarding people’s values and motivations in virtual immersive environments. Dialogue between Philips Design and the so-called ‘Philips Design Friends Group’ shows that Second Life residents have a greater than average interest in interactive participation and co-creation activities. The insights from the research also reveal how communication and the unwritten rules of engagement used in virtual spaces are enabling people to become more societal in their real lives. Feedback from companies and stakeholders show an increased interest from businesses to enter these worlds for a multitude of reasons. This can be characterized as a Second Wave of Business involvement. The focus is thereby shifting to engagement with people, internal business collaboration, more enhanced brand experiences, and more interest from a Business to Business perspective.”

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