Saturday, June 13, 2020

2019 BIZ: Promo: MUVE: Use-cases for marketing user-managed virtual worlds. Think product differentiation. Think multiple markets. The Kitely model


Use-cases for marketing user-managed virtual worlds.  
Think product differentiation.  
Think multiple markets.    
The Kitely model

User-managed digital worlds have many potential uses, but "potential means you haven't done it yet."  Not all those uses will be comfortable under the same brand.  A bit of Design Thinking suggests  a reinvention.
A bit of design thinking

  • What business are you in?
  • Where is there a demand you can meet?
  • What is a user-built world from the user perspective?
  • The Proctor and Gamble model
  • The Kitely model
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What business are you in?

  • My question to virtual worlds:
  • What business are you in?  Don't tell me tell me what you do. 
  • Tell me what consumer want you satisfy.
  • I remember an ad from a famous big virtual world "Be a vampire!"
  • This grid thought it was satisfying people's need to be vampires.
  • I would have preferred an ad: "Practice conversational German (or English)."
  • But that was their business decision. 
  • They thought lots of people wanted to be vampires.

Where is there a demand that you can meet?

  • That is an entrepreneurial question.  
  • Demand: people want it and can pay for it.
  • Say you are very good at making vampires.
  • That doesn't make a business unless there is a demand for vampires.
  • There is not a lot of competition in the business of making vampires.
  • That might be because there is no demand for that service.
  • There is a demand for practice in conversational second languages.
  • But a virtual world company lacks the expertise to meet it.
  • Lots of schools do have that expertise.   But they don't have a virtual world.
  • An entrepreneur might see that as an opportunity to create a new product. 
  • Virtual world language learning

What is a user-built virtual world from the user perspective?

The Proctor and Gamble model

  • Look at  the brand web page for Proctor and Gamble
  • Lots of products doing somewhat the same thing.
  • Probably using mostly the same materials, 
  • Maybe made in the same factories
  • But with enough difference that they serve different markets.
  • The benefits of a shared infrastructure and of product differentiation.

The Kitely model 

  • Many use-cases for digital places have nothing to do with grids.
  • Notice how I change the language to fit the interests of schools and businesses. 
  • Schools and businesses want to be seen as doing serious work.
  • They do not want a grid or a world or anything virtual.
  • They want a campus, classrooms, conference rooms, and other places to do their work.
  • They can use a digital campus with digital rooms.
  • They can use digital museums and digital field trips.

The Kitely Organizations option  


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