Information Technology Reference
In-Depth Information
web experience which goes beyond the current 2-D exchange format to feature
a complete virtual existence through human-replica avatars. In this world, the
user is in complete control and determines every aspect of their web experiences.
It is driven by activities that enable people to interact in the way they would
normally do in the real world including eating, drinking, socializing, shopping
and interacting with others. The phase of the Virtual Life which has already
been introduced by virtual worlds like Second Life and CyWorld feature a
mixture of several of the characteristics of the content phase and additional
elements that include input through creating and editing, consumer-generated
products (CGP), and convergence through the assembling of avatars for
exchanges, sharing, connecting and conversing. The current form of Virtual
Life will eventually lead to a complete virtual existence where users will be
able to develop personal avatars which will be transported to several websites
and online destinations. Companies like My Virtual Model are already pio-
neering the creation and integration of personal avatars used in e-retail and
online communities. These applications will make way for the full emergence
of the phase of the virtual world, where 3-D human avatars will be integrated
through several portals for the same user. The level of control and influence
will become even higher when this time comes.
As you may have guessed, luxury brands are as apprehensive of the virtual
world as they are of the social web. Users are meanwhile currently driven by
boldness and energy in their use of the virtual world applications. In addition
to 360º web interaction, they are also using, and will continue to use, virtual
world platforms as a means of connecting, conversing, influencing, creating
and belonging to a distinct and unique group.
The fifth phase of the Internet evolution is right around the corner and will
be about the meshing all digital and Internet applications with new media
platforms such as mobile technology and other applied technologies that
power peripheral devices. This phase will be punctuated by users - rather than
technology - as the central point of the digital experience. In this world, the
user will be able to live seamlessly in a 360º virtual world and will be able to
carry out such activities as conducting business transactions, shopping, net-
working, entertaining and generally carrying on with life online through a sin-
gle ID and multiple platforms and devices. The route to the virtual experience
will become the lesser factor and the individual user-experience will become
the higher factor. This will be the age of the re-definition of the World Wide
Web that will touch on consumers in ways unimagined and will further affect
the way companies relate with clients, particularly in the luxury field.
It is pretty much clear that the Internet is here to stay. And this intention
to stay includes a permanent position in the luxury sphere. This is not a call
to have a panic attack but a declaration that the Internet presents tremendous
opportunities for luxury companies to establish more intimate bonds with
clients and garner additional clients in the process. The Internet also provides
a unique platform for young and emerging luxury brands to stand on the same
