Where Does Web 2.0 Lead To? It Is Moving Right On Over To Web3D – LIVE Report @ Forrester Consumer Forum 2008
Posted on 29 October 2008 by Patrick FlanaganNo Comments
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LIVE Report @ Forrester Consumer Forum 2008
Speaker: Paul Jackson, Principal Analyst, Forrester Research
First a little background on the predecessor to Web3D which are virtual worlds. A quick baseline of this technology is needed before exploring Web3D.
How Virtual World Applications Rank Across The Consumer Needs Profile – High In Each Need Type:
- Connection – Good self expression and creativity
- Uniqueness – Good engagement and shared experiences
- Comfort – The 3D metaphor is instantly recognizable
- Variety – Offers a wide degree of environments and activities
Virtual World Recent Updates & Releases
- Sony PS3 Version/Port-out of Second Life – Unfortunately, it is been delayed and hasn’t shipped yet but is coming soon. When it arrives it will be instantly available on every PS3 device
- Microsoft XBOX 360 Live Re-Launch – Wii like avatars are being added that can do things like view other user’s achievements
Virtual Worlds Are NOT Good At:
- Allowing users that just want to take a quick dip in / dip out experience
- Providing a good user interface (UI)
- Working with other applications
So here is where we can turn the conversation to Web3D. Using 3D technology is great for driving interaction and engagement. Many companies across a whole host of industries are weaving in Web3D into their products and web sites. Below are a few choice examples.
- Infographics
- CNN Election Map (or here is a preview to even 3D holograms that will be appearing on election night)
- In Car Displays
- Toyota Prius power distribution info screen
- Personal Navigation Systems with 3D representations
- Mobile Phones
- Media Management
- Hillcrest Labs – the ‘Loop’ – designed for inclusion within set-yop boxes or digital TVs
- Cooliris
- Communications = mashups + avatars
- IMVU – chatting in rooms with some avatar boby language being expressed
- Retail – My Virtual Model – create avatar of “you” and then try on clothing items
- H&M
- Sears
- Weight Loss – helping visualize what you would look like when you lose a few pounds
- Travel
- Starwood Hotels – aloft virtual model within Second Life (pre-launch excersice to get user feedback on the new property concept)
- Home Design
- IKEA Virtual Kitchen Planner
These Examples Can Be Grouped Into Three Main Buckets:
- Improved Navigation – media libraires, GPS, smartphones, TVs
- Object Manipulation – shopping, kitchen planning
- Personal Representation – avatars, 3D chatting
What Drives 3D Beyond Niche Devices Implementations?
- New user interfaces – such as touch screens
- Virtual object / environment specifications and exchange standards are starting to evolve and settle
- 3D graphic chipsets are becoming widely available in both PC and other devices
3D Provides A More Natural Interface
- Clicking on text and flat images is not natural
- 3D tools can be mixed and matched with traditional web, desktop and device tools
What’s Holding Back Consumer Focused Web3D Applications?
- “it’s just a game” perception
- High level of consumer engagement needed to get consumers to starting experimenting
- The Second Life backlash
- The creation tools for business and consumers are still complex and/or too limited
- The “me-too” adoption factor isn’t good enough for business impact / ROI
- There are requirements for plug-ins, downloads and an up-to-date browser (20% – 30% of users’ bail the moment they are prompted to install anything)
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