task 1.7: identification of market segments and user groups

Cultural Heritage in REGional NETworksCultural Heritage in REGional NETworks

REGNETREGNET

October 2001 Project presentation REGNET

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Task 1.7: Task 1.7: IdentificationIdentification of Market of Market segments and User groupssegments and User groups

WP1: ‘Analysis of the State of the Art and Development of Concepts’

D3: Enterprise Engineering and Market Analysis

Start: 1st of April 2001

End: 30th of September 2001

Person months: 6

Partners: TINC,ONB, IMAC, ICCS


3““Old” and “new” culture: Digital Old” and “new” culture: Digital Culture and the TIMES sectorCulture and the TIMES sector

Digital culture is the result of the interaction between

traditional culture (content), the TIMES

sector (technology) and services/distribution

TIMES sector: Telecommunication, Internet, Multimedia, E-commerce, Software and Security

DIGITAL CULTUR

E

Technology: TIMES sector

Content: cultural sector

Services/Distribution


4Cultural sectorCultural sector in EU: in EU: characteristics and trendscharacteristics and trends

There are currently 7.2 million workers in EUFrom 1995 to 1999: cultural sector had an average annual rate of employment growth of 2.1%

Within cultural sector: cultural occupations grew strongly at annual rate of 4.8%, whereas non-cultural occupations (such as administration) tended to decrease

Employment growth: concentrated in areas related to content creation

Creative occupations will continue to grow since the demand for cultural products and services is strongly increasing


5Digital cultureDigital culture in EU: in EU: characteristics and trendscharacteristics and trends

TIMES sector in EU: very small companies ( only 13.2% have more than 50 employees), high share of freelancers (1.3 freelancers for every regular employee)Digital culture: enormous employment dynamics, especially in multimedia and software areas related to demand for content and creativity (web design, advertising, publishing, media, education, entertainment)TIMES sector is experiencing a shortage of qualified personnel


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ALMs and ICT servicesALMs and ICT services

Strong demand for cultural on-line user-oriented services

Keys to successtailored content (focusing on the quality and functionality of content, for specific groups of users)

promote interactivity (involving the user in a real dialogue)

set up a virtual community (targeting interests of specific audiences and promoting communication and exchange of information)

provide additional services (additional integrated services to enhance user satisfactions and foster loyalty to the web site)

( DCMS, “Creating e-value”, August 2000)


7Surveys of online Surveys of online products/servicesproducts/services

Survey of online services offered by Museums; Survey of online services offered by Libraries; Survey of online auction and offering systems for individual artists.

Survey of state-of-the-art of micro-payment systems.

Results: first-hand updated information on key players in relevant sectors and some early indications on trends on the supply side of the market


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Regnet User groupsRegnet User groups

Education Tourism&Leisure Culture New media&publishing

B2B SchoolsUniversities& PostGraduatesMastercourses

National/RegionalTourism AgenciesMunicipalitiesTourism AssociationsTour OperatorsTravel AgenciesEvents and workshopsorganisers

Memory Institutions(Archives, Libraries,Museums&Galleries)Individual Artists andArtists associationsCultural Foundations

PublishingVisual ArtcompaniesArchitectsAdvertising

B2C TeachersStudentsLife-longlearners

TouristsGuides

Art-loversParentsCuratorsLibrariansArchivists

JournalistsWebdesignersWritersEditors


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Conclusions and assessmentConclusions and assessment

Identification of recent trends and main characteristics of the market segments of the Digital Culture sector and of user groups categories of potential interest to REGNET.

Objectives achieved: however, a more balanced market assessment has to be reached by gathering first-hand information on the demand side.


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Next step: Task 2.5Next step: Task 2.5

Task 2.5 (Market preparation) is the natural continuation of Task 1.7

Questionnaires and interviews will be extensively used to develop a first-hand intelligence of the REGNET users

High-level promotional material will be prepared, based and revised also on users‘ feedback

Task Brief 2.5 distributed on 16/10

task 1.7: identification of market segments and user groups

Documents