MUMBAI, INDIA: Virtual Worlds' popularity as a technology is expanding among enterprises across businesses, since it was developed by Linden Lab back in 2003. Among it is the eye catchy and mind boggling virtual worlds of Second Life (SL), which have moved ahead with time from being just a 'virtual concept'.

Today, it has grown in stature to become a potential platform for interactivity, communication, business, marketing and even a cost-cutting tool.

"Virtual worlds as a mainstream technology has been steadily gaining ground around the world since 2007. Since early 2008, major Indian companies from IT, education, entertainment and hospitality sectors have shown great interest in it," says Ashima Misri, business development head, Indusgeeks – a Mumbai-based metaverse development company.

"Moreover, they are keen to employ this new technology for internal communications, training, virtual meetings, etc., rather than just for marketing," adds Misri. Misri's company claims to be India's first and the largest in metaverse development and offer SL based turnkey solutions.

Apart from technology's growth, there's a rising trend among companies to have their presence in the virtual worlds, particularly in Second Life.

In fact, Gartner's 2007 report predicts that by 2011, about 80 per cent of all active Internet users - estimated 465 millions, will be interacting with virtual worlds. Even Forrester Research's 2008 report says that in five years time, 3D worlds will be as important to business as the web is today.

About the trend, Misri points companies use it for internal communication where virtual meetings, conferences are conducted for its employees based across geographies and its a low-cost and environment friendly affair. Also it helps staffs' training and orientation via simulations of spaces, systems, objects and models that lowers cost, she adds.

Further, Misri suggests that companies can market themselves here with innovative ways to reach out new consumers – mainly youth, which are virtual worlds' frequent visitors and also potential market for companies' services and products. Even it allows them to hold events and conferences like trade fairs, concerts, exhibitions, etc., where people can come and interact.

IBM, Microsoft, Sun Microsystems, Cisco, Dell, Toyota, Coke, Reebok, Nike, BBC Radio, Armani are some of the international enterprises and brands that are present in Second Life. Along with foreign firms, India's Satyam Computers, Excel Soft Technologies, and CRY – an non-governmental organizations (NGO) have made their inroads in SL with the help of Indusgeeks' solutions.

Technically, the SL presence is built on 3D models using films and designs called Machinima.

"Machinima is coined from machine and cinema. They are films made using game engines like Second Life, World of Warcrafts, Halo, etc. At Indusgeeks we largely use SL for our machinimas," informs Shuchi Talati, machinima director, Indusgeeks.

"Machinimas are used for two kinds of films. First for making promos/virals/commercials of clients' presence in virtual worlds to use on websites, video sharing sites like YouTube or TV commercials. And second they are an effective low-cost option to animation, flash or real life films for making corporate films and product demos," Talati explains.

According to Indusgeeks's tech head Ashish Dinkar, as personal computers become more ubiquitous and as broadband penetration goes up, the relevance of web technologies like virtual worlds to everyday life will only increase.

"Also, virtual worlds will become more relevant to people as they begin to offer more services and utilities. For example, the 2D web is more relevant as we can email, book tickets, etc. We, at Indusgeeks, are working towards increasing the utility of virtual worlds through our solutions," Dinkar says.

Moreover, with current financial crisis, virtual world technologies can offer many cost-saving solutions like virtual training for enterprises with low investment.