Jason Romney from Telstra reflected on the telco’s entry into the Second Life virtual world, including the impacts of the real world on the virtual world. Romney says Telstra is now the best trafficked real-world brand in the virtual realm. Hence Telstra’s investment in Second Life will grow over time, including its recent initiatives in selling real estate, as too will its investments in other web 2.0 technologies such as RSS and tags relating to its content, and in some cases mashing them up together. He also talked about other initiatives such as US academic Edward Castranova’s Arden initiative, which sees actors performing Shakespeare in Second Life 24 hours a day. Romney says Telstra is also now working with Second Life creators Linden Lab and technology companies to further improve the experience for Australians in the virtual realm.