Unlocking the Business Potential of Virtual Worlds
Sloan Review, MIT, 2011.
This article argues for the many uses virtual worlds has in the business world, but claims that they are still being underutilised. Some of these uses include saving money on travel, saving on conference expenses, and employee training. I have taken note of the fact that the article was published in March, 2011 so much of their data is likely to have changed by this point. The challenge, they argue, is for businesses to clearly demonstrate how virtual worlds can be effective in adding value to an organisation. One way to find out what virtual worlds can do for 'your' company, they state, is to simply ask existing employees who might already be familiar with the technology how they think it could be effective.
To gain a bit of perspective as to what business can do in utilising virtual worlds, the authors surveyed more than 200 users of virtual worlds - of those 70 percent were male, the median age group was 40-49. 30 percent of respondents had a business background, 17 percent had an engineering or computer science background, 13 percent had a social sciences background, and another 13 percent had a background in humanities. 48 percent of respondents reported frequent use of virtual worlds for things such as brainstorming, while 36 percent said they used virtual worlds frequently for things like project coordination.
The survey of what the authors call "early adopters" or virtual worlds indicated a link between using virtual worlds for entertainment purposes, and using them for work. Essentially, the survey showed that those who have used virtual worlds and have seen their benefits for entertainment before, are more likely to use them in a work environment. This didn't seem to be a particularly groundbreaking piece of information, as it seems to be applicable to a number of different things. Any early adopter of any piece of technology is going to be more vocal about others taking their direction, one only need to keep an ear open whenever Apple releases a new iPhone. The same people taking shots at an iPhone 5 or 6 or whatever it may be, are those same people who rushed out and bought them when they were new - late adopters get the same product for half the price.




































