Real business, virtual world
Just as innovative organizations are coming to terms with wikis, YouTube and Facebook as business tools, a whole new way of doing business online is gaining momentum: virtual worlds. Through the use of interactive 3D software products and services, companies are using virtual worlds for applications such as marketing, training, entertainment, and decision support. The year ahead is considered by many to be the year that these virtual environments begin to go mainstream, with Gartner predicting that 80% of Fortune 500 companies will have a virtual world presence by 2011.
Virtual worlds can be put to work in this way either by purchasing ‘real estate’ in a public Internet service, or by building a ‘private label’ virtual world. Simmersion Holdings Pty Limited is a Canberra-based technology company that has invested years of research and development to create a 3D virtual worlds development platform. It is unique in its ability to generate virtual worlds with the visual impact of the latest video games and stunningly authentic aesthetics. The platform is extensible enough to build just about any kind of virtual environment you can dream up. Jeff Cotter, CTO of Simmersion, says “There are so many business opportunities for virtual worlds, we wanted to build a platform that could cater to them all but doesn’t compromise on performance and aesthetics”. Simmersion’s software also emphasises ease of use so that users can build complex virtual worlds without highly specialised expertise. Simmersion can provide development services for a turnkey solution if desired.
Simmersion already markets a successful solution based on the same underlying technologies. Simurban™® is 3D simulation software that allows users to create, view and interact with geospatially accurate and realistic models of small and large scale built environments. Common uses include development assessment, urban planning and design analysis. It allows users to literally fly around a proposed development on their computer and understand the actual impacts on the surrounding environment down to 25cm accuracy. “Simurban drastically reduces the time and cost of development assessment, slashing litigation by up to 80% and Development Assessment time by 50%” says Bob Quodling, CEO of Simmersion. “It’s a favourable tool with the community too, with people empowered to see how a new development may affect them.”
With 30% of Sydney councils using Simurban, other capital cities are catching on fast. Perth, Canberra and Brisbane are conducting various projects using Simurban. As well as government clients, many property developers are using the solution to visualise developments with architects and clients. Quodling says there is real value for a developer because they can use 3D simulation for planning as well as marketing. “Imagine buying a new apartment that hasn’t been built, but being able to walk around inside and appreciate the view from your future window”. The Simurban approach is called real time simulation because, unlike traditional computer renderings, it gives instantaneous feedback about the environment from any perspective you choose, just like a video game.
While Simurban seeks to simulate the real world, Simmersion’s Mycosm™® product is designed to support an online social network of imaginary 3D worlds. Mycosm combines free desktop software with an associated Internet service. It allows users to create their own virtual world in minutes using ultra-intuitive tools: terrain can be sculpted with click and drag freedom, lifelike personalized avatars can be created, ground textures can be literally ‘sprayed’ onto terrain, and 3D objects can be inserted to enrich the environment. The results are breathtaking, with worlds that look as good as the latest computer games. Once created a world can be shared over the Internet with friends. Content can be bought and sold in a fully integrated online marketplace, offering entrepreneurial users the chance to make money from their 3D art. Users can also communicate by chat and voice inside the application.
Simmersion envisages Mycosm virtual worlds will be used for socializing online, games, portfolios and sharing media. At a later stage the service may be open to companies to use Mycosm worlds for marketing to the lucrative Generation Y audience Mycosm is designed to attract. Unlike most current virtual world offerings, Mycosm users have complete control over their world, which is safer for younger users and enables effective brand management for businesses.
The scope for 3D virtual worlds in business is limitless and Simmersion is already thinking about “what next?” Opportunities present themselves daily from industries as varied as nanotechnology and medical rehabilitation. While Simurban and Mycosm are produced by Simmersion, they serve as examples of the kinds of applications and Internet services partners and other users could build on Simmersion’s software platform.
If you have an idea for how virtual worlds could help you, or for more information, contact Simmersion today on info@simurban.com or +61(0)2 6229 1769. www.simurban.com
