I came across another company this weekend that offers virtual world solutions for corporate use: ProtonMedia. And unlike Qwaq (see earlier post), this one seems to have the right approach. They approach the use of virtual worlds from a learning perspective: using virtual worlds to foster networks and communities of practice in organizations. One of their advisors is Jay Cross, who has written a book about what he calls Informal Learning. This concept is related to the approach to knowledge management of people like Larry Prusak and Rob Cross. Our research on virtual worlds is very much inspired by those people and is also trying to uncover the value of this technology in the area of knowledge transfer. It is encouraging to see some products already being positioned in that field.