| In an interview with ZDNet Asia, Mary Ellen | | | | approach of the information and technology (IT) |
| Gordon of the US-based virtual worlds research | | | | company IBM. Noted as one of the more visible |
| firm Market Truths observed that companies | | | | brands in virtual worlds, IBM found ways to |
| interested in commercial and free virtual worlds | | | | integrate themselves in the flow of certain virtual |
| have to take into consideration the consumer | | | | worlds where they are in. |
| habits of the new generation in order to fully | | | | Ari Fishkind, the public affairs manager for IBM |
| make their mark in these online communities. | | | | Research, describes IBM's virtual world |
| This expert opinion only strengthens the stature | | | | involvement shift from wanting to increase |
| of VWs as full-fledged communities with its own | | | | publicity to using these online communities as an |
| nuances and sensibilities. Outsiders can no longer | | | | informal rendezvous. In the past, IBM has used |
| just barge in and send their commercial messages | | | | virtual worlds to host an Arts Festival and as a |
| and hope for maximum success. Gordon | | | | meeting place to meet and greet new visitors. |
| observes that "some companies did not seem to | | | | IBM has recently used the popular virtual world |
| take the time to really understand virtual worlds | | | | Second Life to conduct meetings. This doesn't |
| or to think about how to use them to contribute | | | | only apply to small-time meetings. IBM once |
| to their overall business objectives." To gain | | | | conducted their annual conference of computer |
| optimum results, companies would do best to | | | | scientists - the IBM Academy of Technology - in |
| immerse themselves in the culture of the VWs. | | | | a virtual world setting . Fishkind relates that this |
| Although there has been a difference in the way | | | | move helped save "hundreds of thousands of |
| businesses approached their objectives inside their | | | | dollars in travel expenses [and] helped participants |
| virtual worlds, there seems to be unanimous | | | | get a real sense of community, collaboration and |
| perception that these online worlds are of | | | | camaraderie--and let them get back to their daily |
| immense potential for publicity because of the | | | | responsibilities that much faster." |
| large numbers of Internet users entering these | | | | By enjoying the perks of virtual worlds, IBM is |
| VWs. As described by Gordon: | | | | also able to associate itself with all other virtual |
| "VWs give people the chance to meet more | | | | world users who are also enjoying the same |
| people across these barriers, and are not | | | | privileges. This one-of-us-one-of-them mentality |
| constrained by circumstances [such as] physical | | | | serves well for the brand as it establishes |
| location, family responsibilities, lack of financial | | | | credibility within VWs. |
| resources and disabilities." | | | | In this age of the New Media where information is |
| These solved problems pointed by Gordon enable | | | | one of the core values of Internet users in virtual |
| virtual worlds to have access to a wide variety of | | | | worlds, persuasion sometimes never works |
| Internet users which are potential consumers for | | | | anymore. All business entities can do is to |
| business entities. This is why understanding how | | | | establish their presence in these online |
| the web-savvy young generation is crucial. Most | | | | communities and to be firm in their offerings and |
| of the members of these target market are | | | | services for people to consider them in their short |
| used to processing information quickly. They can't | | | | lists of options. However, even with advanced |
| be easily fooled and would know when certain | | | | technologies present in VWs, business entities |
| web messages are just spam. | | | | should never forget their ethical duties and to |
| An example of how a business company can | | | | never confuse the line separating softsell |
| adapt to the information habits of Internet users | | | | marketing with deception. |
| in commercial and free virtual worlds would be the | | | | |