IBM Using Virtual Games To Teach In Second Life

Second Life is viewed by some as a game, or friends network, or time waster. Not Big Blue. IBM is busily experimenting with a corporate presence in the virtual world, developing major learning functions and other business models. They’re currently using SL for new hire “onboarding” around the world, for example.

But business is their first concern — and it shows.

For example, IBM will invest $10 million this year and acquire over a dozen “Islands” to showcase different offerings, as reported by Reuters (November 9, 2006). Big Blue terms this effort as “V business” (similar to E Business in the 1990’s) and is already working with over 20 clients on current projects. The many benefits to utilizing this environment may include virtual conferences, training, sales meetings, and presenting concepts that are not attainable on the Internet or in real life (i.e. manipulation of 3D models). Taken together, SL is truly a unique and cutting-edge business platform.

As of this writing, there are 4.9 million registered users and a daily spend of $1.7M in SL. Since reliable consumer data and statistics are limited, one can only imagine the type of daily transactions that are occurring for a variety of goods and services. These may range from clothing, vehicles, pre-fabricated buildings, land purchases, and scripted tools. With respect to practical B2B endeavors, RL firms hire architects, builders, marketing consultants, employees, and technicians to perform specialized activities which turn an obscure landscape into a spectacular and functional creation.

IBM has actually already implemented training models in the SOA space, developing a three-dimensional game to teach business process management.

Sandy Carter, vice president of SOA and Web services strategy at IBM, said IBM has produced an interactive SOA game called “Innov8: A BPM Simulator.” “Innov8″ is an interactive, 3-D educational game simulator designed to bridge the gap in understanding between IT teams and business leaders in an organization, Carter said

Indeed, a recent study commissioned by IBM found that 56 percent of IBM customers said lack of skills is the leading inhibitor to SOA adoption. To address this skills shortage, IBM has introduced new tools and certification programs.

“Innov8″ is one such tool. The game is the result of an annual IBM SOA case study competition among graduate students at Duke University and the University of North Carolina, Carter said. The game, which is played with a joystick, is based on advanced, commercial gaming technologies and allows players to visualize how an SOA affects different parts of an organization, IBM officials said. Users can see business processes, identify bottlenecks and explore ‘what if’ scenarios before the SOA is deployed, officials said.

Nice to hear that someone in the executive suite understands that “upgrading customers” increases their satisfaction, productivity and (in their minds) the quality of your software. Are you listening, Microsoft?