Evaluate the risks before entering, says Gartner

There can be benefits in having a presence in virtual worlds, but tread carefully, analyst firm says

Virtual worlds such as Second Life can be useful to businesses if they evaluate the risks involved, according research firm Gartner.

Gartner analyst Steve Prentice, who recently published an in-depth study of virtual worlds, says they can pose problems for security and corporate image, but shouldn’t be automatically written off as time-wasting games.

Large companies are beginning to take virtual worlds seriously, with Intel, IBM and Sun setting up virtual offices in Second Life and using it to hold press conferences and even internal meetings.

Dell uses Second Life to allow visitors to build custom PCs and then order the real thing, while US retailer Best Buy uses its Second Life facility to give customers access to troubleshooting experts. Cisco Systems hosts virtual user-group meetings at its Second Life HQ.

Prentice agrees that companies can get real communications and productivity benefits out of virtual environments, and says organisations should keep an open mind when evaluating whether the likes of Virtual Life kill productivity. Such programs can drain staff time during the initial learning curve but there may be benefits further down the line, Prentice says.

Nevertheless, there are serious risks associated with IT security, access management, confidentiality, and corporate reputation, he says.

Like any internet-connected application, virtual worlds can open up the risks of unverified applications making their way onto the network and allowing unwanted code through the firewall, Prentice says.

There’s no evidence that virtual worlds pose any more risk than comparable client applications, but Prentice points out that at the moment they’re on the receiving end of frequent updates, which can make them difficult to control.

Virtual environments can be useful for internal collaboration, but open applications such as Second Life are probably inappropriate for this, for the simple reason that it’s difficult or impossible to verify whether the avatar showing up for the meeting is actually the person it claims to be, Prentice says.

Instead, Gartner recommends companies look into “private” virtual environments, hosted internally.

Employees might want to use a virtual environment for a discussion about business matters, but there are several reasons why this could be a problem, especially in open, internet-supported social networking sites or virtual worlds, Gartner says.

Besides the fact that such environments aren’t secure, there’s the issue that legal systems, especially in the US, are becoming more aggressive about access to electronically stored records, including online conversations.

“Non-US organisations may wish to avoid virtual worlds that are subject to US jurisdiction because this may result in stored information being subject to legal scrutiny,” Gartner says.

Alternatives could be private virtual worlds built using tools such as the Torque Game Engine from GarageGames or Sun’s Java-based Project Wonderland, or applications such as Forterra Systems’ Olive, Prentice says.

Finally, companies with sensitive brand and reputation issues should be cautious about becoming involved in “uncontrolled” virtual environments such as Second Life. This could lead to their corporate image becoming sullied.

A similar issue arose earlier this week when the UK government pulled advertising from the social networking site Facebook over concerns that its ads could be appearing in inappropriate places.

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