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The Work Practice Groups VR Samurai

The following case study features a strategic engagement of the Silicon Samurai's In-World Consulting Services Division: (AxisVR LLC.) Click HERE to explore a more in depth site featuring the VR services available in Second Life.

Case Study: In World Services

Apple Store Strategy & VR Build

In 2007 AxisVR LLC undertook the complete replication of the Fifth Avenue Apple Store in New York City. Nearly every product and every furnishing was replicated and a third floor featuring an in house theater was added. All products link to their actual counterparts on the Apple Web Store and the Virtual Store made use of the full capacity of Linden Lab's most powerful region server.

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Video Featuring the Second Life Apple Store

This video features the In-World Fifth Avenue Apple Store which was build by a group of committed Apple "fanatics" who also happened to represent the best Second Life builders, texture designers, scripters and project leaders from around the world. An international team worked around the clock to deliver this project in time for AxisVR to present it to the Silicon Valley Macintosh User's group on Apple's Main Campus (the Mothership) in Cupoertino, CA.

Watch Now!

Strategic and Tactical Analysis of Second Life
image The Apple Store Second Life project involved a strategic document and a tactical engagement to build the definitive In World example of an Apple Build of the Fifth Avenue Apple Store, AxisVR LLC provided a strategic overview of Second Life.
This document included twelve chapters as detailed bellow.

Table of Contents for Apple Store VR Strategy Document

  • Executive Summary
  • Market:Overview
  • Market: Demographics
  • Competition: DELL & IBM
  • Executive Opportunity
  • Focus: AxisVR

Goal One: Quantify Opportunity

  • Metrics: Residents
  • Metrics: User Hours
  • Metrics: Economic
  • Focus: Music & DRM
  • Focus: Data Security
  • Executive Conclusion

Goal Two: Position Competition

Goal Three: Measure Risks & Rewards

Goal Four: Recommend Strategy & Tactics


Each chapter was designed to provide Apple's most senior management with a tactical as well as strategic overview of the risks and rewards of entering the Second Life virtual world at varying degrees of commercial or non-commercial commitment.
Second Life and The Future of VR image

Second Life and Linden Lab have spent much of the last decade breaking new ground and advancing the state of the art in Virtual Reality and Telepresence. Today Second Life represents a small percentage of the users who will one day navigate a 3D Web. Second Life has provided a valuable proving ground for new interaction models and new user experience models.

The technological advancements and much of the code running Second Life have been made available to the world through Open Source efforts undertaken the the company's Chief management and it's Director Mitch Kapor (founder of Lotus Development Corporation; the designer of Lotus 1-2-3; a co-founder of the Electronic Frontier Foundation and the first chair of the Mozilla Foundation.)

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