Project presentation

1. Project presentation Malmö 6.4.2011 Leena Silvennoinen Culminatum Innovation Reaching for global excellence Part-financed by the European Union (European Regional Development Fund and European Neighbourhood and Partnership Instrument)

2. Contents • What is Active for Life all about? • Background for the project • Project partners • Finances • Future: issues and considerations

3. 1. What is Active for Life all about?

4. BSR Active For Life Provide innovative cross-disciplinary solutions and transnational business partnerships & concepts TO KEEP THE AGEING POPULATION AN ACTIVE PART OF SOCIETY

5. Why Active for Life / Societal challenge • The average age of population is rising rapidly in several nations, and the dependency ratio in Europe has started and is prognosed to look alarming. This is the most distinctive demographic change that is known to continue, along with increasing urbanization of world population. • With a widening sustainability gap, it is crucial to redesign services to provide better impacts and at the same time be affordable. The growing ageing population represents strongly rising purchasing power. • Quality of life indicators will complement and balance economical measures in the future. We need innovative commercial solutions to promote biological, physiological and social well-being and to control/ease existing problems.

6. Why Active for Life / BSR competitiveness • There is already a well-known and proven good level of physical health and well-being in Northern Europe to build upon. • We have innovation capacity in the Baltic Sea region to increase the competitiveness of the area by providing innovative, globally competitive and effective transnational service models and business concepts to maintain or improve the quality of life in BSR Successful business through cost-effective services and higher level of research applications. • Transnational cooperation in Active Ageing contributes to the branding and attractiveness of the macro region to individuals and enterprises and provides a strong mutual springboard for accessing global markets.

7. Where?

8. What’s new? • Based on a holistic view of users and their future needs, seen through all factors of quality of life. • Open innovation platform for new service models • National activation of all interested actors to create and strengthen cooperation in research, service development and service provision innovation Demand- driven • user-centric service design • broad-based open innovation cooperation • assessment of services impact / change in quality of life • future business models for transnational cooperation

9. Benefits / international competitiveness Strategic coalitions to offer new, broad and cross-disciplinary service concepts and solutions to enhance the wellbeing of population in the Baltic Sea Region.  Enlarged home market for SMEs.  Attractiveness of BSR as a partner and an operating field. Open up new global markets / value chains in this field of business for the BSR. Better win-win-win between users, public and private sector: need-based solutions that deliver positive effects on health and at the same time are affordable  Sustainability of BSR.  Attractiveness of BSR to individuals. Better cost-effectiveness of innovation systems

10. 2. Background for the project

11. Helsinki Region CentreofExpertisefor HealthandWellbeing We build sustainable service business in health care and well-being by combining knowledge from private, public and research sector. Our work is based on user-centricity and innovation. CENTRE OF EXPERTISE CATALYSES THE VALUE CHAIN VALUE CHAIN OF ACTORS Well-being service providers Providers of technology and support services Research results providers Payers of well-being services End users Provide information of development of customer needs, enabling technologies of the future, development of services and service models • Need • effectiveness • effortlessness • options Normally provide parts of solutions Want value for limited amount of money.Defining ”value” is difficult Provide technology and/or a part of well-being service Demand drives innovation

12. Cluster evolution in Finland ROVANIEMI IN 1 COMPETENCE CLUSTER IN 9 COMPETENCE CLUSTERS 1994-2006 Local development 2007-2009 National clusters 2010- Transnational clusters OULU RAAHE KAJAANI KOKKOLA VAASA KUOPIO SEINÄJOKI JOENSUU JYVÄSKYLÄ SAVONLINNA MIKKELI TAMPERE PORI HÄMEENLINNA LAHTI LAPPEENRANTA HYVINKÄÄ KOUVOLA HELSINKI TURKU

13. 15 Priority Areas Baltic Sea Region strategy 7 PriorityArea To exploit the full potential of the region in research and innovation • 80 Flagship Projects 5 Projects Under 7th priority area dedicated to promote innovations in the region Project BSR Stars – preparation and implementation of the Baltic Sea region programme for the development of innovation, clusters and SME networks (Sweden, Lithuania) Part-financed by the European Union (European Regional Development Fund and European Neighbourhood and Partnership Instrument)

14. VISION OF BSR STARS The long-term vision of BSR Stars is to establish the Baltic Sea Region as a functional region with an internationally competitive position in a number of strategically prioritized areas Part-financed by the European Union (European Regional Development Fund and European Neighbourhood and Partnership Instrument)

15. Stardust project At the StarDust project core there are 5 pilots in cross-sector domains addressing Grand Challenges Part-financed by the European Union (European Regional Development Fund and European Neighbourhood and Partnership Instrument)

16. 3. Project partners

17. Key partners + National activation of all interested actors to create and strengthen cooperation in research, service development and service provision

18. Strenghts applied gerontology prevention rehabilitation social community building living solutions housing for elderly Food Develpment Living and building Health and wellbeing food safety functional foods food for elderly Pharma and healthbiotech Tourism & Experiences pharmaceuticals, biotechnology geriatric medication Nanotech? health tourism experience business sports, fitness Ubiquitous computing tech Digital content business medical technology technology for social care technology in daily care work health care for chronic conditions tele home care

19. Strengths’ leads Each partner will lead one or more fields of expertise. The idea is to enhance transnational cooperation and competences also within the specific fields of expertise and to include and empower all partners in the coordination of the project. Each partner also has strengths in fields that are lead by another country, so they will work both “in lead” and “being lead” in several strengths.

20. Support from host project Stardust Strategicplanningsupport Support on decision-making: strategicmatchmaking, business models and futureroadmap Identification of weaksignals Market opportunities B. COMMON GROUND FOR ACTIVITIES (Strategicgoals, user-driveninnovation) C. HOME MARKET DEMAND, SOLUTIONS AND BUSINESS MODELS D. GLOBAL BUSINESS POTENTIAL AND BUSINESS MODELS A. PILOT PROJECT MANAGEMENT & COMMUNICATION STARDUST COORDINATION, MANAGEMENT, ADM & COMMUNICATION 2011 2012 2013

21. 4. Finances

22. Financing Total budget Active for Life in Stardust project: 531 750€ 75% ERDF / Interreg IVB 25% National (and in some countries regional) co-financing All partners are encouraged to apply for national funding for better possibilities to engage in project.

23. Finances vs. project plan

24. 5. Future: issues and considerations

25. Issues and considerations for future • We need to encourage the formation of well-functioning transnational partnerships for service delivery • Policy level: What kind of quality of life should be ensured for people who are living in Europe? At what public cost?  cost-benefitevaluation framework for services and technologies. • Partnerships with state-of-the-art public procurers • User-driven and service design projects are a journey to yet unknown results  need of space for creativity and fast actions!

26. Reaching for global excellence Part-financed by the European Union (European Regional Development Fund and European Neighbourhood and Partnership Instrument)

27. ThankYou! Leena Silvennoinen, Programdirector Leena.Silvennoinen@culminatum.fi Culminatum Innovation Ltd Oy - Helsinki Region Centre of Expertise Alsoworking on: JADE - Joining innovative Approaches for the integration and Development of transnational knowledge cluster policies related to independent living of Elderly (Regions of Knowledge) Innovative public procurement projects (regional and EU)