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MIS220 To: Jeremy Wang Secondlife Case Study Q1: First, the Secondlife makes the communication for

businesses more convenient and efficient. Companies, especially worldwide companies always have lots of branches located all around the world. How to communicate and discuss problems at the same time at the same place can be one of the obstacles for most of companies. As a result, many worldwide companies set up virtual business on the Secondlife to solve this problem. Lets take IBM as example. IBM is a quite famous worldwide company, according to the case; it spent 10 million dollars on establishing virtual business on the Secondlife. IBM employees, who are represented by avatar, can attend a meeting at a virtual meeting room from all over the world. The Secondlife also gives employees the access to the online PowerPoint and they can discuss and solve problems by just sending instant messages, which saves more time and improves the efficiency of operations. The Secondlife provides the companies a platform to spend less and operate better. The employees are highly gathered and can solve problems quickly and efficiently. What is more, communicating via the Internet also saves large amount of money and time for companies. Some International Institutions also build virtual classes on the Secondlife to make the distance learning possible for those International students. Students

are gathered at the same place from all over the world and less physical teaching buildings are needed. Some top institutions are now trying to develop online communities for the academic exchange (Reena Jana). Second, the businesses can use the Secondlife to expand their brands influence. According to the case, the famous television and media companies such as CNN and BBS have already built up an online platform for their existing and potential viewers. With the help of the Internet, more people get to know these companies and even get addicted to them. As a result, these brands are becoming more popular and the companies will get more viewers. Third, the secondlife can be quite useful to businesses when it comes to hiring employees. According to the case, the Hewlett-Packard Company has already built up a platform to hire employees. To some extent, the online interviewing narrows down the applicants and saves lots of manpower and material resources. Q2: The advertising and media companies are likely to benefit more from the presence on Secondlife. On the on hand, both the advertising and media business have a close related to the computer application, so the IT departments in these companies are always highly developed. As a result, it will be easier for those who are working in advertising and media companies to exploit a platform on the Secondlife. Companies do not need to pay extra manpower and material resources for the development, so the cost will be

lower. On the other hand, nearly every people get in touch with the media and the advertisement every day, so those have an insidious effect on peoples mind and behavior. If these companies use the Secondlife appropriately, they will get a better feedback than any other kinds of businesses. Q3: According to the case, there is a 3-D modeling tool that let avatars to set up buildings, landscape, vehicles, furniture and other goods. In addition, in order to buy these things, I also need to trade real dollars for Linden dollars, which is the currency in the virtual world. I will be selling online courses about the IELTS, GRE, GMAT and other English language courses. Learning English is quite common and famous in my hometown or even in all of the China; many teenagers have various kinds of English courses weekly or daily. Even though they have English courses in class, they also choose to strengthen their English outside of the class. Instead going outside, people just need to log on the Secondlife and learn English at home. I do not need many people in my company, but those who I employed must be perfect at computers and technologies. I need to spend quite an amount of lindens on the virtual buildings and class rooms. I also plan to hire famous English professors to teach the online courses, and the online courses will be updated regularly. Online courses are quite convenient for those English learners, and my company is just like the mediator. I update what they need online, and they just to come to my virtual classes and have the classes online with their avatars. It

is simple and efficient, so I think it will work. Q4: I find the auction for Lindens and the book of Secondlife Guide. I am not surprised by what I see on the online auction. These things are all close related to the Secondlife. People can have a deep understanding of the Secondlife and Lindens is the currency in the virtual world, which must be traded by the real dollars in the real life. The Secondlife is also a business, so the final purpose of the company is to gain benefit from the Secondlife. the currency and guiding are both necessary for people to know or use the Secondlife. Q5: The business companies use the Secondlife mainly to manage companies or promote branches online. According to the case, the Secondlife has a very high requirement to the computer performance. High computer performance means more money has to be spent on the computer systems. If the Secondlife want to be popularized, the first difficulty is the technology, business companies may not be happy to spend much money to meet the computer requirements. If the companies want to build virtual business, they have to pay for their lands and decorations, which may cost millions of Lindens. It is not much to a large worldwide company, but it is too much to just a small company with 10 or 20 people. The educational institutions use the Secondlife mainly for academic

exchanges and online courses. In order to achieve these goals, institutions need a special IT department to develop the technology, but some of them do not have the manpower and material resources to do that. The money and technology must be the obstacles to the expanding of the Secondlife in the educational institutions. I attribute the differences by the different characters and purposes of the business and education. Q6: Yes, I would like to be on the Secondlife. Even though I am not interviewed before, I can still imagine the nervous inward when talk with the interviewer. In addition, the longer I wait for the interview, the more nervous I become. In this case, the pressure will have quite bad effects on my mind and behavior. Things change when it comes to the online interview. I do not need to wait for a long time, and will not be affected by the other interviewees. All I need to do is sitting in front of the desk and logging on the Secondlife. Then both the interviewer and I will have a conversation through the instant messages, just like chat with each other. Without pressure, which brings by other interviewees as well as the interviewer, I could even perform better than usual. What is more, if the interview is just on the Secondlife, more time can be saved, and I can have a few interviews just in one day. Q7: I think Secondlife is just how business will be conducted in the future. As the

development of the Internet, the world is becoming smaller and smaller, and the Internet can be the quickest and efficient way for people to communicate. The Secondlife takes full use of the Internet, and reduces the distance between companies, institutions, customers and sellers. It makes the life more convenient and efficient. For companies, by using Secondlife, they can hire people, have worldwide meetings, and manage the company more efficiently. For the institutions, online courses are possible for people from all over the world. For our people, without going outside, we can have a job interview, a sight view of different kinds of lives, or a worldwide meeting. All of these contribute to our high pace of modern life.

By: Chris Zhang

Laudon, Kenneth C and Laudon, Jane P. Is Second Life Ready for Business? Case study Management Information Systems.11th ed. Laudon, Kenneth C and Laudon, Jane P. New Jersey: Prentice Halls, 2010.pp37 Jana, Reena. Breathing Secondlife into business. BussinessWeek.

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