The 3-D virtual world called “Second Life.”

Companies as varied as Nissan, Dell, Adidas and Reuters have all established bulkheads in the 3-D virtual world called “Second Life.”
Is this influx of brands an exciting precursor of how we’ll be conducting business very soon.

But aside from a horned creature who flies in for a moment, looks around, flicks his long tail and leaves, this hall of virtual commerce is devoid of activity.

Although by the end of January 2007 nearly 3 million “residents” had registered for Second Life.

One thing that won’t be resolved for some time: how to manage the relationship between the fantastic elements of virtual worlds and conventional business behavior, strategies and goals.

On one point everyone agrees: any real-world business wanting to see any measure of success in Second Life is going to have to become part of and give freely to the community.

Indeed, one of the most disconcerting aspects of wandering through the beautiful but vacant commercial spaces of Second Life is that none of the major companies has bothered to “staff” their virtual spaces. There are no avatars to greet you, show you around, answer your questions.

In spite of the state of uncertainty for companies in Second World, the risk of not getting into Second Life is much greater than the risk of jumping into it too soon.

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