cultural heritage in regional networks regnet market preparation – d6
TRANSCRIPT
Cultural Heritage in REGional NETworksCultural Heritage in REGional NETworks
REGNETREGNET
Market Preparation – D6
27 March 2003 REGNET Final Project Review
2
D6v01
April 2002
T2.5
Market preparation: appropriatemeasures to address identifieduser groupsResponsible: TINCInvolved: ICCS, IMAC, TINC, AIT, TARX
Work Area CTeam-Group 8.2
Situation:
D6v02
June 2002
Provide 1st draft of the„Market Engineering Plan“& background material
= Work plan to provide a clarification of market dimensions
WP 2.5: Market PreparationWP 2.5: Market PreparationD6v02_marketprep - Addition to D6
Market Analysis Products/Services Competition Analysis
Basis for a positioning of REGNET, the development of genericmarketing strategies & marketing-mix
Individual marketing strategies for CSC‘s
27 March 2003 REGNET Final Project Review
3WP 2.5: Market PreparationWP 2.5: Market PreparationTasks and status of work
Market Analysis
Trends in the cultural market
Market segments (qualitative &quantitative analysis)
Users & demand for services
Product/Service portfolio
Customer benefit
REGNET’s USP
Products/Services Competition Analysis
Analysis of competitors, products and services on the market (5 add.)
Strenghts and weaknesses compared to REGNET
= Benchmark approach to offer insights into the logic of the market and to demonstrate proofed strategies
Marketing strategies
Case studies
27 March 2003 REGNET Final Project Review
4WP 2.5: Market PreparationWP 2.5: Market PreparationResults & some main findings
Market Segments
Customers: Subscribe & use the REGNET-System (core customer group)
Users: Access content & services (Internet) - normally not paying
=> Different Marketing approaches
27 March 2003 REGNET Final Project Review
5WP 2.5: Market PreparationWP 2.5: Market PreparationResults & some main findings
Product & Service Portfolio
To be offered by CSC‘s – according to definedportfolios[REGNET Testbed, WP 4]
General Services
Database Services
I. General Services
Knowledge Base
- ICT-infrastructure guidelines
- CH-related standards
- Digitising methodologies
- Best-practise examples
- Thesauri, Guidelines for terminological work (see also CH
services)
- ...
Information (Portal): Forfree/add-on for communitymembership
II. CH Data(base) Services
Data management system: Data management (Built up catalogue) &search facilities for the database/catalogue (e. g. museum database,library catalogue, artist works ...)
- Online- Offline
Basic Service (all domains)
Advanced: CollectionManagement Functionalities
Database Hosting
Search services
- (Distributed) catalogue searches
- Search & analysis images online (=> XLImage)
- Indepth-studies e. g. of rare books
- Searches for exhibition preparation
- Personalized searches (save, re-run => SDI)
Basis Service (portal)For special target groups
Value-added service (specialfee/service level/membership)
III. E-Publishing Services
Macromedia products can be used for realisations ranging from simple prototypes to sophisticatedmultimedia publications depending on the team and the money that will be behind the production.
E-Publishing Services
B2B/B2C-Services
27 March 2003 REGNET Final Project Review
6WP 2.5: Market PreparationWP 2.5: Market PreparationResults & some main findings
Competition & Positioning
Strategies
Broad content basis - cover all CH “domains
Multilinguality - not fully developed
Data structuring & knowledge-based services
Membership models for customer loyality
Package prices
Attractiveness
Huge market potential - High need for a cost-effective web service model - Market shareis divided into many different software
Advantages
Low cost for purchase
High fitness for use in theCH area
Low effort in operation
High potential for cooperation
27 March 2003 REGNET Final Project Review
7WP 2.5: Market PreparationWP 2.5: Market PreparationGeneric marketing strategies and instrumentsEach CSC must develop own strategies
Modularisation of core services:Basic - Standard - Premium
Definition of additional, individualservices
Product Policy
Prices for services & servicelevels (Example)
Pricing Policy
Scheme for internal - external andpersonal and nonpersonal measures
Communication Policy
Portfolio of possible instruments -selected for each CSC - combiningconvential and electronic marketing
Communication Instruments
CSC network definition & development:Roles, responsibilities, competences, reporting
Distribution Policy
27 March 2003 REGNET Final Project Review
8WP 2.5: Market PreparationWP 2.5: Market PreparationConcrete actions - illustrative concepts
Case Studies describing the introduction of the REGNET System to a specific market -
combining different instruments
Various marketing activities during the REGNET Testbed - collecting feedback, providing additional information
Approaching customers, using other systems, offering to them additional/integration services
See also WP 4 Demonstration activities & strategies +
REGNET TIP for individual expectations & plans!
Price Model ExampleOnce-only payment for:- Database development- Optional modules- Search facilities (external)- Data conversion/import- Training
Regular payments annual:- Hosting XML-Server/databases- Hosting Internet Site