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FROM WIRED TO INSPIRED
Creating and sustainingIrelands world-wide digitalmedia and software export edge
Kieran OHea, Sedona Conference, 2002
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Ireland: A High-tech Success Story
In the 15 years between 1983 and 1998,Ireland turned itself from being ageographically isolated and economicallydisadvantaged society into the numberone exporter of software in the world.
The hi-tech boom may be on the wanebut the knowledge economy presentsnew opportunities for Ireland to once
again reinvent itself by leveraging itscreativity in new high growth areas suchas digital media.
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The Irish economy outperformed allother European economies in the1990s.
It recorded a growth rate
throughout that period of threetimes the EU average.
Unemployment fell from 15.7% to4.6%
The number of students in thirdlevel education rose by 80%
Ireland now captures one third of allUS electronics investment in Europe
A Dramatic Transformation
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Vital Statistics
Irish companies and consumers arespending more on informationtechnology than any other countryin Europe
(International Data Corp).
Ireland will remain one of the mostattractive business locations in theworld throughout the period 2002-2005
(The Economist).
Ireland now has the worlds mostglobalised economy
(AT Kearney).
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Todays Economic Landscape
Technology has reached saturation pointwith unsatisfactory return on investment
Tax breaks/skills model is exhausted
Inadequate exploitation of IPR
We dont understand the one of the keycommodities of the knowledge economy:content
Skills are concentrated too low down the
corporate food chain In industry, very few people understand
the link between creativity andproductivity
We have become afraid of risk-taking
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The Future is Knowledge based
An intellectual infrastructure built oncreativity, research, education andbusiness
An environment abundant in knowledgeservices that support the knowledgeeconomy
Teachers, researchers and workers areempowered to be creative andencouraged to take risks
An international reputation for newthinking, creativity and innovation
Re-branding Ireland around the world asThe Source of Inspiration
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Steps Being Taken
New industrial policy committed toinnovation and creativity (GovernmentNational Innovation Conference 2001)
A commitment to world-class research(e.g. Science Foundation Ireland, MediaLab Europe)
Investment in the development of thedigital media sector (e.g. the DigitalHub)
A growing awareness of the need tosupport the promotion of businessresearch and the commercialisation ofinnovation
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Focus on Creativity
In Ireland, we are starting to examinethe possibility that policies can becreative, that education can be creativeand that the fundamental infrastructurethat underpins our future industrialdevelopment can be built uponcreativity.
The way forward is therefore thedevelopment of an intellectual
infrastructure, built on creativity andknowledge, that penetrates the core ofour education system, our workingpractices and our culture.
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Past
Literary/scholarly
Book of Kells
Ulysses
Culture andCreativity
Present
Softwareproduction
Softwarelocalisation
Productivity andtechnology
Future
Contentproduction
Digital media
Bandwidth anddistribution
[Culture and Creativity] +[Productivity and Technology] +[Bandwidth and Distribution] =An ideal environment for Digital Media
The Digital Media Opportunity
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What is Digital Media?
Digital Media encompasses many sectors
and sub-sectors such as content (text,sound, (animated) images and video),platforms, software and technologies.
It represents convergence betweentraditional media and the growing online
media segment, with the relatedtelecommunications and informationtechnology enablers.
Digital Media is about content creation,content management and contentdistribution across multiple Internet anddigitally-enabled platforms such as thePC, television, games console, mobileand other devices, as well as packaged
media such as DVD.
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Priority Areas
Digital television
Media and mobile software technologies
Animation and special effects
Online learning
Games Digital asset management
Streaming media
eMusic
eCinema
New media and web services
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Provision of infrastructure and supportsnecessary for emerging digital media
enterprises.
Development of new skills in digitalmedia technologies and software.
An increase in digital media R&D and its
commercialisation. Increasing the indigenous sector's
capacity to effectively interface with theinternational digital media market.
Critical Success Factors
The ingredients for a thriving digital media
sector exist. However, the sector is at anemergent stage in Ireland. The factorscritical to its future success include:
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Intellectual Property Rights
If a robust global position in digital
media is to be achieved, extensiveinvolvement in development of contentand core digital media technologies is ofvital importance.
This is where intellectual property lies
and how the growth of other activitiesand clusters within the Digital Mediasector can be fuelled.
They represent a chance for Ireland topioneer innovative and creative ideas
with major commercial potential.
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Digital Media Sector: The Blockbuster
Model
Digital Media Sector: The Understudy
Model
Invest in state-of-the-art infrastructureaimed at attracting the bestinternationally within a few years.
Invest in local talent aimed atdeveloping a strong indigenous base- starting now.
Offer tenancy deals which will appeal toresearch facilities and multinationals and
tie them in for the long term
Focus on subsidised bandwidth, thecurrency of the digital media sector,
allowing companies to get on with
what they do best making content
Target established media companies withdigital media departments film
companies, advertising agencies etc.
Target riskier independent digitalmedia companies who often tend to
be involved in more groundbreaking
work.
Create an international hub for thecreation, storage, localisation and
distribution of content
Create a knowledge base where newforms of content are being created,
new delivery techniques developed
and new business models tested.
Rely on creating an instant communityby adopting a build it and they will
come philosophy.
Grow a digital media communityorganically, by consulting with
companies and providing
opportunities for networking and
resource sharing.
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Digital Media Cluster
Creative enterprises need a range ofsupport: mentoring, business andmanagement advice, advice on IPR,contracts, deal making and funding
The cluster could be a one-stop-shop for
research, including research by digitalartists, production and consultancy services
A community atmosphere is a crucialingredient
The digital media sector is dispersed and
needs a central facility to collaborate in A Media Knowledge Centre could help
industry to understand the diversity ofcreative practice
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Grooming Plan for Digital Media Talent
Objectives: engaging digital media talent onan ongoing basis, fostering a sense ofcommunity, supporting sector development
Production Facilities (workspace)
Business Plan Verification (consultancy)
Ongoing mentoring (advisory service)
Development Pool (peer-to-peer collaborativeworking group)
Introduction to research partner (academic)
Peer Exposure (seminars/demonstrations)
Market Exposure (international exhibition)
Introduction to international partners (EUcollaboration)
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The Digital Mindset
For currency, think bandwidth
For capital equipment, think gadgets
For assets, think talent
For business sectors, think communities
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Type of Support Needed
Investigation of what NEW CONTENT
and types of content can be and whatwill really work.
PLATFORMS / TECHNOLOGY -understanding the platforms and tools,the systems, and the skills needed to
develop for them.
INTERNATIONALISATION - The need towork with systems and technologies thatwork across national boundaries.
NEW BUSINESS AREAS in terms offunding, markets and distribution.
All aspects of DEAL-MAKING including IP,rights, contracts, etc.
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Irelands Approach
In Ireland, the development of thedigital media infrastructure and thedigital media talent base must takeplace in parallel.
By grooming the talent and developing
the business models while others buildthe hubs and the linkages, the two sidescan merge into a global showcase fordigital media.
One where local firms work hand in handwith multinationals who have theautonomy to roll out Irish digital
innovations across the world.
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Conclusions
The development of an indigenous digitalmedia sector needs a grassroots approachto leverage the talents of entrepreneurs,experimentalists and established players.
The growth of e-business and electronicpublishing indicates that largeorganisations outside the entertainmentindustry are going to have a majorrequirement for digital media services.
As rigorous early adopters of newtechnology, digital media practitioners arewell qualified to act as catalysts in thedevelopment of tools, software andstandards that will enable new forms of
expression and interaction.
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If anyone wants to keep creatingthey have to be about change.
Miles Davis
For further information, contact:Kieran OHea
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DIGITAL OPPORTUNITY
The Irish Government has pinpointed digital mediaas a key growth sector for internationally tradedservices. They predict this market will grow to a
value of600m+ by 2005, and has the potential tocreate up to 7,000 new jobs.
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COMMITMENT
The Government through the Department of PublicEnterprise has already committed public funds of130 million for The Digital Hub, and for Media LabEurope. The Digital Hub is the largest urbanregeneration project in the history of the state.
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THE DIGITAL HUB
The vision of the The Digital Hub is to create acentre of excellence for innovation, creativity,research and learning focussed on developing new
and existing media enterprises.
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BUSINESS ENVIRONMENT
Irelands Digital Development
Low cost of business
Available skills
Transparent regulation andlegislation
Focus on infrastructure (2nd in
OECD)
Focus on Research and Development
(Euro 700m fund)
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CLUSTERING
Leading-edge creative enterprises:
Intelligent content
Games, animation, e-Learning niches Distribution models
Information technology enablers
Linked to R&D, Media Lab Europe
Learning and entrepreneurship
Irish entrepreneurs of the future
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A UNIQUE LOCATION
Creating the new market place in theoldest market areas of Dublin.
City Centre Location
Cultural Heritage: Guinness home
State of the Art Infrastructure
Media Lab Europe
Vibrant Community
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MEDIA LAB EUROPE
An alliance between Irishgovernment and MIT MediaLaboratory, US
Inventing the Future
New 3rd level researchand education centre
Linking R&D toenterprise
MLE Ventures
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THE FUTURE
High value employment
Competitive advantage
Vibrant enterprise community
Nation-wide sector
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Ireland's Digital Hub will be ournational treasure for the digitalexpression of our wealth of cultureand heritage, and of ourentrepreneurial spirit.
It will be a showcase for a communityenthusiastically embracingtechnology, creating newworlds, visions and opportunitieswhere none such existed before.
It will mark the evolution from CelticTiger to Celtic Tigress, infusing culturewith business growth, and powerfuldynamism with the birth andincubation of new concepts, new ideas
and new prosperity.
FEEDBACK
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DETAILS
For further information, contact:
Fergal Marrinan
Marketing Director
www.thedigitalhub.com