Save or Share this Report

For CIOs

The Real Value Of Virtual Worlds

A Guide For Hooking Business Customers And Partners With This New Technology

July 28, 2009

Primary author headshot


  • By TJ Keitt
  • with Ellen Daley,
  • Reedwan Iqbal

Why Read This Report

From the point of view of most business leaders, the utility of virtual worlds in business is not apparent. Heretofore, virtual world vendors have not done a particularly good job articulating the value because many are wrongly trying to set up their solution as an alternative to flawed — but good enough — Enterprise 2.0, collaboration, and conferencing solutions. This strategy obscures what should be the central message of virtual world providers: They allow for groupings that can be augmented or reduced on the fly while also allowing users to consider information from multiple applications simultaneously. Once vendors refine their message to this, they will have a storyline that can appeal to a broader customer base as well as unified communication (UC) providers with whom they can partner. To this end, virtual world vendors need to limit their focus on the quality of avatars, stop trying to compete with other collaboration solutions, and start building relationships with other collaboration providers.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Virtual Worlds Need A New Value Proposition To Capitalize On Potential

  • Establishing Virtual World Value Requires Getting Back To Basics
  • Supplemental Material
  • Related Research Documents

Recommended Research