From Wired to Inspired

8/14/2019 From Wired to Inspired

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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

[email protected]


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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

[email protected]

www.thedigitalhub.com

From Wired to Inspired

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