Keynote by Carsten Schierenbeck @ ECIA Closing Conference on November 28 2014 in Amsterdam (The Netherlands).

2. Enterprise and Industry
Future EU policy for
creative industries as
an emerging industry
European Creative Industries Alliance Conference
“Create! Innovate! Grow!”, Amsterdam, 28.11.2014
Carsten Schierenbeck
SMEs: Clusters and
Emerging Industries

3. Awareness needed of the fact that creative industries…
• offer 6.7 million jobs (3%) & contribute to 3.3% of GDP (EU27)
• grow faster (3.5% versus 1% employment growth in 2000-07)
• are dominated by micro-firms (95% have fewer than 10 staff)
in numbers but are sometimes driven by large multi-nationals
• innovate more (32% product innovation versus 21% in the UK)
• support innovation in other industries (46% in Austria)
• comprise large shares of self-employed & skilled professionals
• feature a high degree of supply-chain and inter-firm linkages
• concentrate in major cities, often organised in regional clusters
3

4. Actions needed given that creative industries…
• are still wrongly perceived as risky
• face difficulties in accessing finance
• are rarely adequately addressed by
economic and innovation policies
• often lack professional networking
and customised business support
• have yet to overcome sectoral silos

5. Popakademie Baden-Württemberg 5

6. Policy agenda to maximise the innovative
contributions of Europe’s creative industries
Input for
Creative Europe
Horizon 2020
COSME
Digital Agenda
…and other EU strategies
and and programmes

7. 7

8. Why clusters? SMEs are more innovative!
Source: European Commission 2006 Innobarometer on clusters‘ role in facilitating innovation in Europe and 2008 Staff
Working Document on the concept of clusters and cluster policies and their role for competitiveness and innovation:
Main statistical results and lessons learned. See http://ec.europa.eu/enterprise/policies/innovation/policy/clusters

9. Creative industries cluster
Pop Academy Baden-Wurttemberg 9
Creative industries's share of regional emplyoment

10. Why cross-sectoral collaboration matters?
...offers opportunities for new knowledge combinations
and innovation.
... shapes new products, value chains and industries.
... diversifies specialisation patterns that are more
likely to boost economic prosperity.

11. Nurturing emerging industries

12. Example: Experience Industries
12

13. Some findings from the public consultations
on the experience industries
- - Partial support to statement that “experience
economy evolves at the borders between creative
industries, leisure and sport, tourism,
entertainment and eco-industries” (not eco-industries)
- - More views that there is no need for specialised
organisations division of opinions
- - Awareness raising& new business models &
service offerings needed
- - Need for cross-sectoral collaboration and finance
Mannheim17 April 2013 Popakademie Baden-Württemberg 13

14. Towards a systemic approach
Focus only on research and technological innovation Focus on all forms of knowledge and innovation
Support service innovation as such Support transformation through service innovation
Support individual specialised firms Support clusters or networks of related firms
Focus on a given set of service sectors Focus on manufacturing and services
Copy-paste best practice Search for the next practice
Follow growth trends without reflection Capitalise upon regional competences for the
development of emerging industries
Follow a horizontal approach without specific target Follow a systemic approach
Follow a narrow sectoral approach Follow a cross-sectoral approach
Launch pilot projects in isolation Launch large-scale demonstration projects through a
systemic approach
Find a problem for an innovation
(i.e. searching commercialisation)
Find an innovation that can solve a problem
(i.e. addressing challenges)
http://ec.europa.eu/enterprise/policies/sme/regional-sme-policies

15. Horizon2020: Cluster facilitated projects for
new industrial value chains
Challenges Objectives Measures
Reindustrialise EU's
industrial base
Develop long-term
internationally
competititive goods
and services
Create new industrial
value chains
Support development
of emerging industries
in Europe
Contribute to regional
smart specialisation
strategies
Support cross-sectoral
and cross-regional
cooperation
Support innovation
activities
Improve business
environment through
open collaboration
spaces
http://ec.europa.eu/research/participants/portal/desktop/en/opportunities/h2020/topics/2350-innosup-1-2015.html 15

16. 16
Role of cluster organsations

17. Large-Scale Demonstrator
#large-scale
demonstrator: real life
test of novel solutions to
actual 'problem' driven
by strong partnership
and strategic use of
resources
17

18. Cluster facilitated projects for new
industrial value chains: INNOSUP-1-2015
Call open since
25/07/2014
Deadline 1:
18
At least 75% to
support
innovation in
SMEs
Overall Budget
2015-2020: EUR
140 Million
Budget 2015: EUR
24.9 Million
Two-stage
submission
procedure
Support for 5-10
projects per year
Standard
eligibility
criteria
Deadline 1:
30/04/2015
Deadline 2:
09/09/2015
First stage
concept note of
10 pages
Funding rate
70% except for
non-profit
entities 100%

19. Focus areas of applications of CIP initiative on emerging industries

20. SMEs: Clusters and Emerging Industries Unit (D5)
SMEs and Entrepreneurship Directorate
European Commission, Enterprise and Industry Directorate-General
Entr-SMEs-Clusters-and-Emerging-Ind@ec.europa.eu
Horizon 2020 work programme on Innovation in SMEs -
Call topic INNOSUP-1-2015: Cluster facilitated projects for new industrial value chains
(including background note and FAQ under topic conditions and documents):
http://ec.europa.eu/research/participants/portal/desktop/en/opportunities/h2020/topics/2350
-innosup-1-2015.html
PowerPoint slides and video recording of SMEs in Horizon2020: Information Days
http://ec.europa.eu/research/sme-techweb/index_en.cfm?pg=h2020_event
European Cluster Observatory report on Collaboration and Business Support tools
http://ec.europa.eu/enterprise/initiatives/cluster/observatory/2014-10-10-eco-report-d4.1.pdf
European Cluster Panorama
http://ec.europa.eu/enterprise/initiatives/cluster/observatory/cluster-mapping-services/cluster-mapping/cluster-panorama/
•EU Cluster Portal
•http://ec.europa.eu/enterprise/initiatives/cluster/index_en.htm

21. Creative Industries related links
Communication (2012) “Promoting cultural and creative sectors for growth and jobs in the EU”
http://ec.europa.eu/culture/our-policy-development/documents/communication-sept2012.pdf
Green Paper (2010) “Unlocking the potential of cultural and creative industries”
http://ec.europa.eu/culture/documents/greenpaper_creative_industries_en.pdf
European Creative Industries Alliance (2012-2014) http://www.eciaplatform.eu/
European Cluster Observatory (2011) Priority Sector Report: Creative and Cultural Industries
http://ec.europa.eu/enterprise/newsroom/cf/_getdocument.cfm?doc_id=7070
European Cluster Observatory (2012) "Emerging Industries" report
http://www.clusterobservatory.eu/system/modules/com.gridnine.opencms.modules.eco/providers/getpdf.jsp?uid=b20af4e5-581d-4462-a3eb-d178e4754011
Smart Guide to Service Innovation (2012)
http://ec.europa.eu/enterprise/policies/sme/regional-sme-policies/documents/no.4_service_innovation_en.pdf
Expert Panel on Service Innovation in the EU (2011) final report
http://ec.europa.eu/enterprise/initiatives/esic/materials/expert_panel_report.pdf
European Competitiveness Report 2010 includes chapter on creative industries
http://bookshop.europa.eu/en/european-competitiveness-report-2010-pbNBAK10001/

25. ICT for the creative
industries
ECIA Closing Conference
Amsterdam, 27-28 November 2014
Mikolt Csap
DG CNECT G2 Creativity

26. Cultural and Creative Industries
Advertising
and
marketing
Design and
designer
fashion
Architecture
Film, TV,
video, radio
and
photography
IT, software
and
computer
services
Publishing
Music,
performing
and visual
arts
Arts and
Crafts
Video Games

27. Cultural and Creative Industries
9% growth
rate from
2007-2011
14 million
jobs in EU
392,000
companies in
UK, DE and
FR
85% micro
firms with
fewer than
10
employees
6.5% of total
European
workforce
€860 billion
total value
added
6.8% share
of GDP
8% of total
UK exports in
2011

28. 3 INTERLINKED SECTORS
TV & Radio
C
R
E
A
T
I
V
E
/
C
U
L
T
U
R
E
C
O
M
M
E
R
C
E
/
D
I
S
T
R
I
B
U
T
I
O
N
PERFORMING
DISTRIBUTION/
MARKETING
OVER THE TOP
TECHNOLOGY PROVIDERS
MUSEUMS
GALLERIES
ARTS
FILM
ARTS
MUSIC
PUBLISHING
DESIGN GAMES
AND
FASHION
ADVERTISING
B2C
E-COMMERCE
services
APP STORES
BROADCASTING
RETAIL
MARKETING
SOFTWARE
APPS
IOT
SMART
DEVICES
SOCIAL
MEDIA
CONSOLES
HARDWARE
BIG DATA
CREATIVE
INDUSTRIES
WEAREABLES
ICT
TELECOM
CLOUD

29. Creative industries and ICT
Craft
Advertising
Architecture
Fashion
Arts
Design
Press & Publishing
Performing Arts
Video Games
Music
Movie
Broadcasting
Total
Sensors 2 2 1 1 1 7
Wearables 2 2 2 2 8
Manuf. Process 2 1 2 2 1 8
3D Printing 2 2 1 2 2 1 10
A.I. 1 1 1 1 1 2 2 1 1 11
Modelling 2 1 2 5
3D 2 2 2 1 2 2 1 2 2 2 18
Security/DRM 1 2 1 2 2 1 9
Network/Social 2 1 2 1 2 1 2 2 2 2 17
Cloud 2 2 2 2 2 2 12
Big Data 2 2 2 2 1 1 1 11
Authoring 2 2 1 1 2 1 9
HMI 1 2 1 2 2 1 2 1 2 2 16
Aug. Reality. 1 2 2 1 2 1 1 2 12
Language 1 1 1 1 1 1 6
Media Convergence 1 1 1 2 2 2 9
(1) Light blue Secondary priorities
(2) Dark blue High level of relevance and therefore a high priority

30. STRENGTHS
• Well established
European Creative
Industries
• Excellent ICT Research
expertise relevant for CI
• Access to a wealth of
cultural resources
WEAKNESSES
• Weak penetration of
cutting edge ICT
technologies
• Shortage of ICT skills
• Atomised Market
OPPORTUNITIES
• Digital Content demand
is rising
• New Business Models
• Cross Cutting
Technologies
• Wide ICT deployment
THREATS
• Higher competition
from emerging markets
• Non-Consistent
Copyright system
• Distribution Chains
mostly non EU

31. New European Media
Connected Media & Content for Innovation and
Creativity in digital Europe
http://nem-initiative.org/
NEM the "European Technology Platform" for digital content just
published its Vision for Research, Innovation and beyond.
NEW NEM VISION PAPER
for H2020