Encounters of the virtual kind

“My overriding passion as a CEO was all about seeing what Second Life can become. I am obsessed with using computers to recreate reality – always have been – and what drives me is my huge curiosity about what would happen if my ideas are successful.”

But the future of this online virtual world in a tougher economic climate, compared to when he first developed it in the heady days of 2003, drew particular interest from the audience.

“The most obvious and effective cost-cutting measure is for people to travel less. Tell your people not to travel to meetings if they don’t have to be there,” Rosedale told the 750-strong audience. With this advice came the perfect opportunity to propose Second Life as an alternative to staying put and watching the pennies. “Why don’t you host your conferences at a meeting point on Second Life?”

Second Life is a virtual world where its users, called residents, can interact with each other through avatars. Residents can explore, socialize, participate in individual and group activities, and create and trade with one another, or travel throughout the world. Built into the client is a simple 3D modelling tool that allows any resident to build virtual objects.

Today, the virtual world boasts over 8.9 million accounts, issues its own currency known as Linden Dollars and has a booming real estate economy. A small number of residents currently earn net incomes from this economy selling anything from clothing to islands and castles. Not wishing to miss out on the next big business opportunity, household names like IBM, Dell, Adidas and Warner Brothers have all established representations of their offices in Second Life as an exercise in branding. Closer to home, University College Dublin last year opened the doors of its virtual library on Second Life, where prominent US universities Berkeley, Stanford and Harvard already have a presence.

Upon its unveiling, Second Life excited the interest of big brand names and entrepreneurs who sensed opportunity. But when asked at the Leaders in London event what was next for Second Life now that most people were finding it difficult to cope with the difficulties of real life, Rosedale remained optimistic for two reasons. Firstly, he explained that Second Life would help people to save money, in that they could “still attend meetings virtually and not have to pay for actual travel”; and secondly, that everyone has escapist tendencies “and can be especially imaginative when times get tough”.

Fuelling his long-existing enthusiasm for his creation, the possibilities that Second Life could uncover for the benefit of the planet as well as for business “truly excited” Rosedale. He claimed that in 10 years’ time the virtual world would outgrow the web to become the standard form of communication and connection. “We are actively working on using electronics and information to move us around instead of cars and planes. The more connected the world becomes, the better people can work and develop into a powerful force.”

Rosedale took an interest in computers and virtual reality from an early age. He started his own company at 17 years of age selling database systems to small businesses, and used the proceeds to fund his academic journey through the University of California at San Diego.

In 2007, Rosedale was listed among Time magazine’s 100 Most Influential People in the World. In 2008, Second Life was honoured at the 59th Annual Technology & Engineering Emmy Awards for advancing the development of online sites with user-generated content.

In fact, he stepped down as CEO earlier this year to assume the role of chairman of the board, and when asked what his successor would have thought of him as a CEO, Rosedale imagined that his answer would be along the lines of “insanely passionate and in love with what I do. My transition from founder to chairman was a huge learning experience”.