Conor O’Neill (Argolon) introduced proceedings and Simon McGarr kicked off with a talk on “Whats wrong with data retention?”.
Simon McGarr – Whats wrong with data retention?
Keep the data – Don’t tell anyone I told you. This was illegal. What data? phone records, location data, who called who.
Who knew we’d all be carrying a government tracking device everywhere we went and pay 100 euro for the privilege.
The same goes for all your internet records. All your email tos and froms.
This data is being retained “in case you commit a crime”.
If we are successful in overturning this law at the Eurpean Court of Justice, then we will overturn a law affecting hundreds of millions of people.
Key defence – We must catch terrorists and paedophiles.
Hard to prove that this data contributes to those tasks. Was there ever a case, where data retention issues prevented a crime being solved? The Irish government’s answer? No.
Use data preservation rather than retention. Take action based on specific events, rather than retaining everything. The operators already keep data for 6 months anyway for billing purposes.
Put the DRI button on your website and get a free laptop skin.
There are no safeguards in place to protect the data from illegal access.
Sabrina Dent – Your world, Your Imagination
Runs a blog on Second Life.
Soon be a million players on Second Life. 50% will have logged in in the last 30 days. The players online spent 350,000 dollars in the last 24 days.
Exchange rate 300 linden dollars to 1 USD. Second Life gets one dollar for each sell transaction. Made money even when not logged into Second Life. Made 300 dollars without logging in.
Economic forces,
- Land
- Services
- Shopping – objects, meshes, scripted
- Real World businesses
- External businesses
Land : There are 64000 sq. meters of land.
An She Chung (spelling?) – biggest developer in Second Life. Came up with the idea of themed communities. Gay, gothic, japanese etc. etc. Made $125,000 USD in first year of trading.
Builds them and sells them. The plots cost 15000 Linden dollars.
There is a compelling desire to give your avatar a home. Spending money drives the need to make money.
Services – sex obviously comes up. Linden don’t have a policy. Anything goes (within the bounds of the law). Prostitution is big business.
Second Life pays my rent.
Everything in Second Life was built by the players. Linden provides the land and the water.
Events – Throw a ball for 500 linden each. They are themed. Weddings cost around 30000 linden. You can have as many wifes as you want, but of course there is no way of guaranteeing your wife is a women.
Casinos – Russian roulette.
Shopping – stuff to make you look better. Body parts, cosmetic surgery, good clothes great hair.
Objects get built by users. They can be incredibly complex and both small (shoes) and large (houses). Houses sell for around 5000 linden.
There is a search engine to find stuff. You pay linden dollars to get rankings.
Women’s clothing is a big market. Men’s market is growing.
There was no way to do elaborate avatar interactions (e.g. hugging, kissing etc.) Craig Altman came up with a “hug pack”. With this you can do physical interaction. Made 90000 linden in the first year of trading.
Real World Businesses – American apparel have opened a store selling models of their real world clothes.
Starwood Hotels is building hotels in Second Life. They are prototyping their hotels in order to determine what they put in their real world hotels.
There are VCs in Second Life. But there are no contracts, so legal enforcement is a problem. ROI is likely to be small. There is no regulation. The income you earn is taxable.
There are charities.
External Businesses – Ebay, Escort Services, Linden Lifestyles. Marketing and advertising. There is a company called Rivers Run Red which has brought the BBC into Second Life.
You can spend a lot of (real) time on supporting customers.
My store is running while I’m not logged in, making me money.
Joseph Smith – The Ryder Cup, a case study
Strategy and guerilla marketing. How to enhance your presence on the web. Blogging hasn’t been a rampant success for their clients. Your corporate competitors are bigger and have more money.
Use Ryder cup as a case study. What kind of impact can we make in 4 months. Campaign investment by big boys was over €10m (AIB, Rolex, O2, Failte…)
Create something useful, find a niche, create relevant content, target the long tail.
Couldn’t win the term ryder cup. But the more obscure searches push up your postings.
Became the No 1 independent blog on the Ryder cup (Ryder Diary). Lots of old media hits. Traditional media is looking for stuff to write about.
Didn’t appreciate the importance of inbound links. Didn’t commercialise the UI (bookmarks, Google ads).
Copacetic 