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This proposed solution is predicted to be an effective and relevant way for Habbo to enhance the VW proposition and further meet people’s needs for social interaction when they want it. The underlying theme from all of the research conducted was that social tools, which facilitate meaningful social interaction, are in most demand and have the greatest application for the community. This includes;
Seeing where friends are,
Being able to communicate with people in the VW to find out what is happening,
Being able to see what is happening in the VW remotely,
Being able to monitor ones own space in the VW.
For a successful move onto mobile, products must not simply think of which of their existing products should be extended into the market, but consider as to what will be useful for the audience in their desire to socialise. The community’s needs must be fully understood for this to be successful. Perhaps less socially focused VWs like World of Warcraft would not benefit so much from a purely social function on mobile, but one that also provides the latest game information to aid their game play, which is the core component of this VW. Yet there needs to be a social element attached to it in order to stimulate dialogue around the VW and the activities taking place within it. Game centric information from the producer of the VW is not enough to warrant charging for. Whatever is produced it must add to the VW and not provide a replacement and cannibalise existing use.
With more sites specifically catering for people’s need to socialise it is important to be as relevant to the VW as possible and to provide a service that enables people to conduct their social life as freely as possible. Social VWs compete with other large social products like social networks and chat rooms. Although VWs are virtual in nature, the mobile platform provides an opportunity for them to extend their use into people’s everyday life, since it is a social device. This enables VWs to compete with this broader competitive set and become a more integral part of their community’s lives. Social networks are already taking advantage of the mobile opportunity and VWs need to catch up and start creating a strategy now to capitalise upon the early mover advantage.
