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Task 1.7: Identification of Market segments and User groups

Task 1.7: Identification of Market segments and User groups. WP1: ‘Analysis of the State of the Art and Development of Concepts’ D3: Enterprise Engineering and Market Analysis Start: 1 st of April 2001 End: 30 th of September 2001 Person months: 6 Partners: TINC, ONB, IMAC, ICCS.

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Task 1.7: Identification of Market segments and User groups

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  1. Task 1.7: Identification of Market segments 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 Project presentation REGNET

  2. “Old” and “new” culture: Digital Culture 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 Services/Distribution DIGITAL CULTURE Technology: TIMES sector Content: cultural sector Project presentation REGNET

  3. Cultural sector in EU: characteristics and trends • There are currently 7.2 million workers in EU • From 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 Project presentation REGNET

  4. Digital culture in EU: characteristics 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 Project presentation REGNET

  5. ALMs and ICT services • Strong demand for cultural on-line user-oriented services • Keys to success • tailored 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) Project presentation REGNET

  6. Surveys of online products/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 Project presentation REGNET

  7. Regnet User groups Project presentation REGNET

  8. Conclusions 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. Project presentation REGNET

  9. Next 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 Project presentation REGNET

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