The “immersive internet” beckons businesses intent
on engaging employees and saving on the bottom line, say researchers at IT
consultancy ThinkBalm, but hurdles remain on the path toward more widespread adoption.
In a study to be released on Tuesday, titled “Immersive Internet Business Value Study, Q2 2009,” results suggest companies are embracing new technologies, such as
virtual spaces in which to conduct business, but that a “chasm” still needs
breaching if companies are to clearly see value from using immersive technologies
in the workplace.
“Work-related use of the Immersive Internet is in the
early adopter phase,” the report states. Before it can pass into the
early “majority phase,” however, practitioner companies and the technology
vendors who serve them must “cross the chasm” from the known world of
web conferences, physical meetings and phones calls.
The report, which surveyed 66 respondents representing
“a variety of job functions including information technology, educators,
researchers, [and] product development,” portrayed industry as being committed
to using developing technologies, even if they weren’t entirely clear on the immediate
benefits.
For some, virtual conference halls, 3D meeting rooms, and online
networking lounges are still mysterious places with unclear advantages. For
others, well, they are at least dipping their toes in the water.
“More than 40% of the practitioners we surveyed said
their organizations saw a positive total economic benefit from investments made
in immersive technologies in 2008 and 1Q 2009, and more than 50% of respondents
expect to obtain a positive total economic benefit in 2009,” the study
reported.
When asked to put a monetary value on the benefits, figures
ranged from $10,000 USD to more than $1 million.
By far, the most common use cases cited by respondents was
the deployment of immersive technologies for learning and training (80%), with meetings
(76%) and conferences (49%) a close second and third.
Generally, the benefits were tangible, if not always
measurable in dollars and cents.
“People who are more engaged in the company culture are more
engaged in work. People who aren’t immersed in corporate culture are more
likely to leave,” Kelly Services VP of interactive marketing David Fenech told
the researchers. Kelly is turning to immersive technology to increase employee
retention rates by creating virtual places where distributed workers can meet
and build relationships.
In answer to the question: “In general terms, how successful
was/were your organization’s immersive technology deployment(s) in 2008 and 1Q 2009?” one third of
respondents said their project data “showed success” while another 61% of
respondents said the project “feels like”
a success (italics added).
The study concludes on a note of optimism, stating that
“opportunity exists” to extract business value from immersive
technology. What will help business become more adept users of technology is a spirit of experimentation that can today “lay the
groundwork for transformational initiatives down the road.”
“Overall our analysis of this emerging market is
encouraging,” the study concludes. “People are innovating and adoption is driven more by business
decisions than a technologist’s love of all things new. Real value is available
today — if you know where to look for it — and there is plenty of room to grow
as this fledgling technology sector evolves. As immersive technology evolves
toward mainstream adoption and is integrated with enterprise systems like
office productivity and unified communications, it will provide a powerful
immersion layer that will tie together much more of an information worker’s
day. We see the promise of a new way to work arising from the convergence of
technologies that is the Immersive Internet.”
The study — which was funded by Altadyn, Forterra Systems, Linden
Lab, ProtonMedia, and Qwaq — is available on the ThinkBalm web site.
