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The aim of the Fiasco Awards is rewarding the best projects in the ICT field that have ended up as a FIASCO. We want to promote a critical spirit, a positive attitude towards the obstacles in the road to success, and why not? let's admit it: to have fun. More »
Don't be afraid (D'on ve el fred? - ¿Dónde vive Alfredo?)
Finalist Fiascos
Google Lively

History

On July 8th, 2008, Google released Google Lively, a three-dimensional environment where every user had a place to decorate and where he or she could interact with other people inside this virtual world. In this space it was possible to show pictures or videos, or to link it to forums, blogs or webs in order to allow any internet user to access the place. In spite of its similarity to SecondLife, Google Lively did not allow users to generate anything and the characters' design was limited to the catalogue offered.

The fiasco

Designed by a Google employee, who can compensate 20% of their salary with projects developed in their spare time, investment in Google Lively was probably quite low. It did not survive its Beta stage.

The initial idea was to offer an alternative to SecondLife, but Google Lively ended up being a very different space. Google's initiative limited the freedom of movement, divided spaces into segments and did not allow creation and its marketing, ignoring the advertising revenues that Second Life really made. This attempt to overcome SecondLife by taking advantage of the expectations created by the popular browser's brand did not work. Google Lively's fiasco took effect on December 31st, 2008, when it got disconnected from the internet, only 5 months after being born.

What have we learnt out of it?

This virtual space's fiasco clearly shows us that a brand's power, Google in this case, is not enough an asset to turn into a success a project that, on top of it, did not even match the level of attraction of the one that was already on the market.

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