Presentation given at Europeana Creative Culture Jam in Vienna on July 9 as an introduction to the market of culture and creativity session.

1. Europeana Labs
Market & Audiences
Culture Jam, July 9
Harry Verwayen

2. Impact

3. ‘The cultural & creative
industries account for 4.2% of
GDP in Europe (€535.9
billion and more than 7 million
workers).* 3rd largest employer
after construction and F&D…’*
*Creating growth | Measuring cultural and creative markets in the EU
Economic impact

4. “CCIs have impacts that go far
beyond leisure, entertainment,
jobs or economic growth. They also
provide invaluable social cement;
they contribute to the feeling of
belonging to a society; in short,
they help forge a European
identity.”*
*Creating growth | Measuring cultural and creative markets in the EU
Social impact

5. ‘..innovation is now widely
recognised as encompassing more
than just technological and scientific
innovation. Soft innovation and
creative design processes are
increasingly relevant in this
context’*
Infrastructure impact
*Entrepreneurial Dimension of the Cultural and Creative Industries, 2014

7. 7

8. Costs Benefits
Channel
Relation ClientsValue
proposition
Activities
Resources
Partners
More
‘community’
feeling
Make the site
more clear/
vibrant/inspiring
Tighter focus on
audiences
Closer co-
operation with
related projects
Focus on ‘impact
driven’ investors
and crowdsourcing
CRF, tools,
community
outreach
Easier access to
the content that
you want
Tweaks/pivots in our model
Ideation does not
stop at ideation!

10. CCI market

11. ‘1% of enterprises is responsible for
40% of turnover. In the CCI sector
medium size enterprises are almost
absent.’*
*Entrepreneurial Dimension of the Cultural and Creative Industries, 2014
Market Characteristics

12. *Entrepreneurial Dimension of the Cultural and Creative Industries, 2014
’60% of CCI are micro-enterprises
(less than 10 employees)’*
Market Characteristics

13. Europeana
Creative & the
CCI market

14. Cultural Developers
Opportunity level
Needs easy access to content of at least
medium quality, rights cleared. Will actually
use that. Are tech savvy enough to use
technical interfaces. Need access to
capital, business acceleration (tailored) and
network of potential clients.
Relevance
Challenges
Content filtering (CRF) missing and
access to capital/contracts need to be
worked on

15. Cultural Innovators
Opportunity level: high
Needs easy access to curated, high quality,
rights cleared content. Are not tech savvy.
Relevance
Challenges
Content filtering and services not good
enough yet.

16. 16

17. 17

18. Large (game) companies
Opportunity level: Low
Needs access to curated, high quality,
rights cleared content. Will use that for
inspiration.
Relevance
Low return on investment.
Challenges

19. Smart Cities
Opportunity level: high
Value proposition: consultancy on
standardisation (tech, data, IPR),
development of technical interfaces with
Europeana to attract relevant (geo
location) content and metadata and access
to network of developers and labs.
Relevance
Lack of relevant high quality content and
network of international developers.
Challenges

20. Makers
Opportunity level: Medium
Needs easy access to curated, high quality,
rights cleared content. Are not tech savvy.
Relevance
Challenges
Content filtering and services not good
enough yet, market is hard to reach
directly

21. Intermediaries
Opportunity level: high
Needs access to curated, high quality,
rights cleared content. Will use that to
support other audiences.
Relevance
Service Level needs to be very high
Challenges

22. Revenue high
amateurssemi-pros (1-3)pro S (3-10)pro M (10-50)pro L (50-250)pro XL (250+)
Revenue low
EtsySienna
Melissa
PD city
EbeaconsRovio
The Long tail of CCI
Smart Cities
Intermediaries
Cultural Developers
Digital Innovators
Makers
Commercial (Game) companies

23. http://goo.gl/iRxzBI

24. Thank you
harry.Verwayen@europeana.eu
@hverwayen

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