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
  • GPS Units
• Mobile Phones
  • iPhone Coverflow
  • HTC Diamond menu
• 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)