Printing & Copying

-Commentary by Steve Aranoff & Robert FitzPatrick, The EAGLE

 As you all  know, The EAGLE has been writing about topics of interest to our readers, many times before others take notice.  Because one of us was located in Silicon Valley, we became early proponents of the use of the internet in the printing marketplace.  In our consulting business and our writing, we were among the first to recognize how important the nascent internet was going to become.  An early White Paper of ours published by Nagasa in 1996 gently began to suggest that print market companies should begin to develop web sites, and to put their web address on all of their correspondence.  Looking back, you wouldn't think this was necessary.  After all, today, who in this industry doesn't have a web site?  For many of us, our web strategy, whether it's to show customers what we have, to provide data to outside sales personnel, to converse with our customers, or to provide worldwide support information, in a prominent part of our marketing mix.  There is no longer any question about the importance of a good web site to growth and customer satisfaction.

Flash forward another decade to 2007.  Universal Print Systems Ltd, Chennai, is  about to make the same point, this time with respect to something less tangible, but potentially just as explosive.  Many of you may not know what we're introducing.  It is called SecondLife!  Don't go away thinking that this doesn't have a business connotation.  It is important to note from the start, that some well known large businesses, banks, and governments have already begun to buy into this concept. Specifically with respect to the printing community, you should recognize some of these companies:

• Sears, a major retailer with significant print requirements, The Bombay Company, a major catalog and retailer, and Semper International, a print staffing firm think so.
• We think you will too after you understand how real SecondLife is becoming.

So, what is SecondLife? 

• Many people think it's what the Internet is going to become.

Some think it is similar to Web 2.0 and social networking. In reality, Second Life is an Internet-based virtual world which is just coming to international attention via the mainstream news media. You can learn more about it at: secondlife.com. It was developed by Linden Lab, and works through a downloadable client program that enables its users, called "Residents", to interact with each other. Members work through motional "avatars," in a make believe world that provides an advanced level of a social networking combined with what can only be described as a meta universe, a universe parallel to the real one. In this Universe, residents can explore, meet other residents, socialize, participate in individual and group activities, create and can trade both virtual and real items and services with one another.

While SecondLife is sometimes considered a "game," this description is really inaccurate.  It does not have points, scores, winners or losers, levels, an end-strategy, or any of the other game like characteristics.  It is a semi-structured virtual environment where characters undertake activities supposedly for the purpose of enjoyment. Some people take this opportunity to shed their worldly life for a better one where they essentially "live" their real life by participating in a second life.

The astounding thing is that more than six million accounts have already been registered. While some are inactive, and others multiple accounts, growth has been rapid, almost viral, and far quicker than might have been expected. SecondLife.com also has competitors; however, it is the most dominant site.

This is not kid stuff.  Not beginning to consider how this new phenomena might impact your business is at your own peril.  As indicated, there is already some significant seriousness to SecondLife.  For example:1.  IBM has opened a virtual business center that is staffed by IBM Sales Representatives from around the world. Member Clients, who want to buy hardware, software or services, or get help solving a business problem, can meet with a real IBM employed sales rep in this new IBM Business Center.
2. Diverse companies such as retailer merchandisers Adidas, Sears and The Bombay Company to technology giants such as IBM and  Sun Microsystems have opened up virtual storefronts, or advertise there.

3. News agency Reuters has a one-man press office covering developments there.
4. Nasdaq CEO Bob Greifeld recently said publicly that he could imagine opening up a stock exchange in Second Life. "We have actually contemplated it," he said. But our readers should note that there is already a virtual stock exchange running there.

5. In the banking world, Denmark's Saxo Bank plans to offer SecondLife residents the ability to manage their real-life financial portfolios from within the virtual world, and says that it may eventually create a branded market to trade the Linden dollar against real-world currencies.  They've already been beaten into the meta universe by Dutch bank ABN AMRO NV who has actually opened up a branch inside the virtual world. ABN says it will create a complete virtual bank resembling their real-life bricks and mortar outlets, and even begin offering financial advice. They have both been already beaten into the market by smaller entrepreneurs that convert currency by accepting Linden Dollars in trade for real U.S. currency.

In the 2nd part of this article, we will discuss how SecondLife can have a real impact on the printing community.