The founding arm of Dutch Retail Bank ING has announced that it will end its Second Life entity, Our Virtual Holland (OVH) on March 1. OVH started only one year ago with the aim of developing an online community for entrepreneurs.
The ING merger with Postbank is given as the reason for ceasing the Second Life experiment, with the company needing to focus on integration the new business into their operations.
Existing OVH partners will continue their virtual entities. The entrepreneurial community built by OVH will in turn take over the daily running of the community, ensuring its survival but without the backing of ING. ING Asia Pacific will continue their Second Life presence with Cha Lounge on ING Island.
Fellow Dutch bank ABN Amro is also rumoured to be departing Second Life as it is unhappy with the response they received to their interactive financial advice centre. These banks join Wells Fargo as former players in this online world. Wells Fargo moved StageCoach Island to a rival provider, Active Worlds in 2006.
Controversy over the number of residents in Second Life continues, with its creators, Linden Labs claiming the number is 6.1 million with 1.6 million logged in during the last 60 days. With so few regularly online, interaction with financial services providers probably is not high on residents' lists of things to do.
The majority of residents are European (61%) Only 20% of residents originate from Asia Pacific, Latin America and the Middle East and Africa combined.
As a result, in 2007 a swag of European financial services institutions joined Second Life, seeking to extend their services in the much vaunted online community. This includes:
· France – ABN Amro, BNP Paribas, Crédit Agricole, Confidis
· Germany – Wirecard Bank, Deutsche Bank AG
· Denmark – Saxo
· Switzerland - Banque Cantonale Vaudoise
· Norway – DNB Bank
· Japan – Suruga Bank
· Brazil - Banco Itau
On 22 January 2008 Linden Labs banned all unregistered and unregulated banks. The collapse of in-world bank, Ginko Financial in August of 2007 brought a tirade of complaints. Ginko owes its customer more than US$750,000 in real money.
In late 2007 Westpac revealed it had experimented with Second Life as a platform to provide in-house training. Widely promoted as a success for allowing staff from disperse branch locations attend the same induction sessions, Westpac will shortly decide whether there is a long term application for Second Life for internal training.
Does Second Life have a meaningful application for financial services organisations?