It’s all about convergence… or is it?
December 30, 2007I’ll admit that I’m a bit of a Second Life purist when it comes talking about Real Life. People want to know how old you are, where you’re from, what the weather is like. When people ask I”ll usually fall into the conversation, but it’s kind of like breaking the fourth wall. Second Life has an immersive quality that I enjoy. You are there, and when someone asks you what you do for a living, it tends to jerk you back to reality, turning Second Life into a glorified 3D chat.
So when I landed on Starfruit island (shaped like a starfish, or a cut of starfruit) it surprised me to find a serious attempt to connect Second Life and Real Life. I’m not sure if I get it, but it is interesting to see. It’s a Swisscom telecommunications company effort, but it’s built to accommodate several languages, and a Babbler-enabled staff member is often on hand to help you.
The first thing you notice when you land in the central tower is a set of kiosks where you can buy gifts for people in Real Life. For example, you can buy a bottle of wine for a virtual friend and it also sends them a bottle in the real world (shipped to many international destinations). Their web site explains the process. Note the focus on romance, which is probably why most of the available gifts are flowers, candy, wine, and jewelry. Starfruit claims to be able to ship to 94% of the people in Second Life. There are a few freebies available, including a Starfruit shoulder buddy that will poof images on command. Just what I needed.
From a marketing perspective I think it would make more sense to brand this aspect as an FTD gift shop, but that may not have much play in Europe. And like it or not, this is a European-focused effort. I doubt I would have found the island if it hadn’t looked interesting from the map.
The second aspect of Starfruit is a free SMS service. You can send a message from a phone booth to any Real Life mobile phone with GSM service (which in the US means T-Mobile and Cingular). You can also take a phone booth and place it on your land. Starfruit is running a photo contest showing the booth in different Second Life locations, which is their way of encouraging people to install them.
Finally, you can send a message from your GSM phone and it will be displayed on the tower. There are also Tower Talk stations that allow you to send messages to the tower without a phone. I can’t say this feature is widely used. A day after my test messages were sent they were still the latest ones in the list of recent messages. I can see why. Hey, honey, could you stand near this big jumbotron? I want you to see something…
Outside of the gift-giving I’m not sure what the point here is. The Starfruit messaging features amusing but rather pointless, which seems odd coming from a telecom company. It assumes, perhaps, that either you know the phone numbers of your Second Life friends (very unlikely) or that your Real Life friends are in Second Life (pretty unlikely). On the other hand, the gift-giving is probably where they make their money. Maybe the messaging is bait?



Posted by Garth Goode








