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AlmavivA opens its island on Second Life, in this interview with Valeria Sandei, Marketing and Business Development Manager

AlmavivA opens its island on Second Life, in this interview with Valeria Sandei, Marketing and Business Development Manager

06-07-2007

Increasing numbers of people and enterprises are attracted every day by the entertainment and investment opportunities in the online virtual universe Second Life.

07/06/2007
AlmavivA opens its island on Second Life, in this interview with Valeria Sandei, Marketing and Business Development Manager.

SeconLife.jpgInterview with Valeria Sandei
Marketing and Business Development Manager

Q. Increasing numbers of people and enterprises are attracted every day by the entertainment and investment opportunities in the online virtual universe Second Life.
Although the business model must still be developed – somewhat like in the case of websites in the early 90s – and the interface is not exactly user-friendly for newcomers, a strong interest is being shown by the big brands for Linden Lab’s creation, with over 800 thousand active users in Europe and over 7 million worldwide.
What will AlmavivA bring to Second Life?

A. AlmavivA’s second name is ‘The Italian Innovation Company’, we have innovation in our DNA so we could hardly back down from the challenge of trying out new communication and marketing strategies, a new way of “interacting virtually” in a manner that is more and more like everyday life.

Q. Many large companies, especially those producing consumer goods, but also IBM or Dell, Toyota and Nissan, the Espresso Group and Gabetti, to give a couple of Italian examples, seem to be driven primarily by branding objectives. Is this the case for AlmavivA as well?

A. Of course, it’s also about branding. And the fact that, compared to other image strengthening operations, Second Life is a relatively low-cost option certainly helps.
The aspect that I would like to stress here, however, is that our presence in the virtual universe is in any case fully consistent with the image of a company that has always focused on innovation, on the trends and inclinations of the end users, in tune with the emerging technologies.

Q. About technology, who actually designed and built the environments on the AlmavivA island?

A. Some basic elements can be purchased directly on Second Life, but everything you see on the AlmavivA island was custom designed by our Service Line System Integration unit, under the direction of Mauro Finizio, who have done a great job. This is a small team of colleagues that has built and peopled the island, showing enormous creativity and enthusiasm. This was a brand new experience for them, which has further developed their know-how and skills and which, I believe, can be exported within the Group, and outside as well.

Q. What do visitors find when they arrive on the AlmavivA island?

A. Our avatars welcome them and guide them around the island, where they can visit the AlmavivA Building, with its office spaces and meeting rooms, an open-air conference centre with a giant screen for projections. But there are also leisure and relaxation facilities, such as a beach with a cocktail bar, videogames and background music. Our hosts may attend events, conferences, video projections, or simply meet up and chat with our avatars and with the other visitors. Or take a boat trip.

Q. How and how much will frequenting Second Life by AlmavivA staff affect their working methods and in-house communication?

A. Second Life, by its very nature, encourages communication, albeit according to “non-conventional” standards and styles, but which are related to the direct interests of people and, therefore, more effective. At the company we are already setting up a virtual network of people constantly communicating among themselves. I believe that frequenting this universe can lead to greater openness and dialogue at the workplace too, to the benefit of brainstorming and letting creative ideas run free.

Q. One last question: is it really possible to do business on Second Life?

A. I think that, at present, Second Life is above all a trend, even though we do have the first millionaires in this virtual universe and there are many consumer companies that are making an interesting turnover there. For us it is undoubtedly an opportunity to be grasped. AlmavivA has decided to be there and try it out, because if interactions in the virtual universe increase significantly, as I think they will, being there today is essential for doing business there tomorrow.

How to come and visit us

You can register at the www.secondlife.com/join website.

Once you’re in Second Life and want to go to the AlmavivA island just follow two simple steps:

  • select search and enter AlmavivA 
  • select the Teleport button.
Calis Pera and Shatod Hax, the avatar administrators of the island, are at your disposal for more detailed information on the island’s features and on Second Life in general.
You will be given the AlmavivA shirt and can wear it immediately, have some refreshments at the bar, try out the games on the beach and explore the whole island on foot, by air or, if you’re in a hurry, by teletransport.