The business system of The business system of creative industries: creative industries:

interaction of creative and interaction of creative and technological componentstechnological components

Doc.dr.Monika Petraite - Doc.dr.Monika Petraite - KriaucionieneKriaucioniene

Kaunas university of Kaunas university of technologytechnology

““Wealth Wealth results from results from creativity, creativity, ideas, ideas, imagination imagination and and innovation”innovation”

about creativity and capital

change is the process by which the future invades

our lives-> Alvin Toffler

innovation, innovation, convergence and convergence and

creative industriescreative industries

CREATIVE FIRM

PRODUCTION & PREPRODUCTION PRODUCT

COMMUNICATIONS USER EXPERIENCE

1 General administration &

financial management

6 Back-office/ back stage production processes,

design process

11 Product format (“cultural product”,

performance features of product)

5 Internal communications, Management of

HR & work organization

2 Revenue Model

3 Value Chain Location

7 Transaction (purchase, lease

etc.)

4 Communications with suppliers, collaborators, supply chain partners

etc.

8 Marketing and customer relationship management

15 User Capabilities & Media (e.g. Consumer

Electronics)

12 Delivery of Product

13 User Interface with

Product

14 User Interaction,

including supply & configuration of

content

9 Content of Product (cultural concept

etc.)

10 Performance

and production processes

Areas of innovationAreas of innovation

Innovation = doing new things (or old things in new ways) – with or without new technology and technique

FRONT STAGE

BACK STAGE

digital digital convergenceconvergence

Distinct industries have dealt with hardware, software, telecommunications, broadcasting, print, recorded music, images, other media

a three-dimensional mediaa three-dimensional media universeuniverse

Moving over Space - Telecommunications

Storing over Time, Reproducing-

Published Media

(Broadcast Media)

Transforming, Processing - Computation

Information

CONTENT

INTERACTION

CHANNELS

PROCESSING

CO

MM

UN

ICA

TIO

N

a growing market space, increasing size of markets

Increasing diversity of products

The expanding media universeCommunications

Computation

Content

turn of the century

Digital mobile

phones,

Widespread use of Fax,

pagers

Videorecorders, audio CDs, digital

recording cable and satellite TV

Numerous PCs, laptops.

notebooks, pocket

organisers, etc. Numerous home computers and

videogames

Electronic mail,

SMS

Mobile data comms

CD-ROM publishing

Cable telephony Audiotext

Internet

World Wide Web

COMPUTERSTELECOMMUNICATIONS

BROADCAST + PUBLISHED MEDIA

Increasing integration of media,

use of optical media,

digitalisation

Digital mobile communications in wide use - pervasive communications

MP3 and PVR, Digital Broadcast TV

digital videorecording

High definition TV

Pervasive computers, in many types of

device (e.g. Personal

Digital Assistants,

smartphones)

Internet telephone VoI,

Internet videotelephony

Internet TV Video on Demand

Interactive TV

WiFi, Next generation of

Internet & WWW,

Web2.0, Video telephones

and conferences

DVD-R+, interactive

video

now 2010?

COMPUTERS

BROADCAST + PUBLISHED MEDIA

TELECOMMUNICATIONS

uncertainties

new product categories

Innovation in service concept, design, delivery, interaction with (and among) clients

internet narrowcasting

Innovation in Production, Distribution and Delivery, User Experience

digital cinema (+3D)

Innovation in delivery, content, user interfaces, user interaction (online games etc)…

games

process innovation – becoming product innovation (virtual prototyping etc)

design

Content Innovation – routine (“fresh” content vs “novel” content) and generic (new content v new structures for content). Plus User engagement innovation

Broadcast Media

(c)

Content is King

Content innovation is only part of the

story…

Innovation in production, distribution,

delivery of creative products

involvement of “consumers” and relations between firms

business models and customer relationships

Holistic approach

designing success

smart specialization

Search for market niches worldwide in

terms of technologies,

customers and favorable

institutional settings