** Seminar **
Department of Computer Science
The University of Hong Kong
Title: Identity 3D3C: Confronting the Security and Privacy
Challenges in Virtual Worlds
Speaker: Dr Yesha Sivan
Head of Information Systems Program
School of Management and Economy
Tel-Aviv-Yaffo Academic College
Date & Time: December 13, 2011, Tuesday, 2:00pm
Venue: Room 313, Chow Yei Ching Building,
The University of Hong Kong
Virtual worlds are an emerging medium that is constantly creeping into
the enterprise. Following the huge success of such gaming worlds as
World of Warcraft, The Sims, and others, terms like 3D, avatars, chat,
and real money are rising from the marketing department, operations, and
product development. The drive to save travel costs and the need to gain
new customers and retain current ones push this trend even further. To
distance virtual worlds from the gaming worlds, coined the term “3D3C,”
to indicate that a real virtual world is an aggregate of four factors
(3D, Community, Creation, and Commerce).
Initial enterprise uses of virtual worlds include collab¬oration
(internally and externally), product design and feedback, marketing of
products, participation in virtual shows and exhibitions, and — with
growing intensity — general experimentation. But while virtual worlds
present new business opportunities, they also pose new IT threats:
• For faster access, virtual worlds use different ports and protocols
than Web sites and thus present firewall issues.
• Some worlds allow code to run in them, which raises the risks of
• When customers “chat” with an enterprise rep, they may reveal private
information. Who stores this information, and how?
• Some worlds allow video to be broadcast inside the world. Cameras
left on can transmit to the outside world.
• Your brand and corporate image can spread virtually. Who will protect
The security and privacy issues raised by virtual worlds revolve around
one key factor: identity. Over the last few years, I have been fortunate
enough to initiate and participate in several efforts to develop
standards for 3D3C virtual worlds. Repeatedly during these efforts,
terms like privacy, authentication, trust, rights, tracking, security,
and other related terms came up as a necessary core to virtual worlds.
For the sake of brevity, my colleagues and I chose “identity” as the
term to mark these related terms.
The talk will start with these challenge as a starting point : Security
of Audience, Anonymity, Virtual Goods, and Scams.
We will conclude with a discussion on a broad research agenda in the field.
About the Speaker:
Dr. Yesha Sivan is the head of the Information Systems Program
(http://is.mta.ac.il) at the School of Management and Economy at the
Tel-Aviv-Yaffo academic college (http://www.mta.ac.il). He is also the
founder of Metaverse Labs (MVL) – a leading think tank focusing on
connecting virtual and real worlds. Dr. Sivan professional experience
includes developing and deploying innovative solutions for corporate,
hi-tech, government, and defense environments (see for example: the
Harvard 9-Keys for Knowledge Infrastructure). He published numerous
papers in the areas of Strategy and IT, knowledge, 3D3C virtual worlds,
and standards. Dr. Sivan received his doctorate from Harvard University.
His avatar is Dera Kit, and his blog ishttp://www.dryesha.com. He has
taught EMBA, MBA, engineering and design in the areas of strategic value
of IT, the emergence of virtual worlds, and software development in
All are Welcome!
Tel: 2859 2180 for enquiries