Innovation and Creative Services
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1 and Creative Services Ian Miles Service & Design Seminar Laurea University of Applied Sciences
2 Creativity and Imagine. Create. Innovate Service & Design Seminar Laurea University of Applied Sciences
3 A Paradox In the UK, too, everyone stresses BERR s Nation Everyone recognises the importance of the creative industries DCMS s Creative Britain: New Talents for a New Economy Creativity and are rather closely related ideas But the creative industries are neglected where it comes to innovation studies, measurement, policy Nation: Background analysis: strengths and weakness of the UK innovation system Service & Design Seminar Laurea University of Applied Sciences Department for, Universities & Skills
4 Some examples of in Creative Industries Manchester Free Newspapers Revenue Model Service & Design Seminar Laurea University of Applied Sciences
5 Internet Narrowcasting Manchester in service concept, design, delivery, interaction with (and among) Clients Service & Design Seminar Laurea University of Applied Sciences
6 Digital Cinema (+3D) in Production, Distribution and Delivery, User Experience Service & Design Seminar Laurea University of Applied Sciences
7 Videogames in Delivery, content, user interfaces, user interaction (online games etc) Service & Design Seminar Laurea University of Applied Sciences
8 Design Process becoming product innovation (virtual prototyping etc) Service & Design Seminar Laurea University of Applied Sciences
9 Broadcast Media Content routine and generic. User engagement? Service & Design Seminar Laurea University of Applied Sciences
10 DCMS - definition creative_industries/default.aspx/ Service & Design Seminar Laurea University of Applied Sciences
11 DCMS categories Advertising Film and video Architecture Music Art and antiques markets Performing arts Computer and video games Publishing Crafts Software Design Television and radio Designer fashion Service & Design Seminar Laurea University of Applied Sciences
12 Content is King Is the reason for the avoidance of this area a matter of these activities having been seen as nonessential luxuries or is it the mysteries of content? (c) Service & Design Seminar Laurea University of Applied Sciences
13 Or: Content is Kong? Picture of King Kong Service & Design Seminar Laurea University of Applied Sciences
14 Content is Kong? Thinking about innovation in content gets dangerously close to aesthetic judgement or cultural and media studies Picture of King Kong Safer to stay with technological innovation! Service & Design Seminar Laurea University of Applied Sciences
15 in Creative Industries Content innovation is only part of the story in production and delivery of creative products; involvement of consumers and relations between firms; business models and customer relationships And much of this is HIDDEN. Many creative industries, & forms of innovation, are not captured in conventional metrics Service & Design Seminar Laurea University of Applied Sciences
16 Hidden in the Creative Industries Service & Design Seminar Laurea University of Applied Sciences
17 Case Studies Videogames Development Industrial & Product Design Independent Broadcast Production Advertising & Communications (esp. digital media) Service & Design Seminar Laurea University of Applied Sciences
18 Much evidence of innovation both well-recognised and hidden Technological is pervasive esp. IT tools, delivery, formats - Numerous examples of ICT use, investment and development across all case sectors Conventional process innovation using technology tools and new working practices Conventional product innovation including new content, repurposed content, improved products, products for new markets. Service & Design Seminar Laurea University of Applied Sciences
19 Much evidence of innovation some well-recognised Product and Process is also pervasive (much involving ICT use directly or indirectly) Advertising electronic direct marketing services; campaign tracking services Independent Broadcast Production on - line-only drama and comedy programming Product Design new service products: full-package solutions - production consultancy and management Videogame Development educational packages, mobile games Service & Design Seminar Laurea University of Applied Sciences
20 Some innovation is more hidden Organisational and Business/ Revenue Model (again pervasive but rarely perceived or presented as innovation per se) Outsourcing and offshoring common for some forms of activities in all sectors Supply chain repositioning and strategic partnering - moving up the value chain providing consultancy and higher value services New business and revenue models novel ways of securing payback for creative products shared risk and reward strategies; own brand products Service & Design Seminar Laurea University of Applied Sciences
21 More hidden innovation in provision of experiences and sometimes in consumer role in co-production Hidden innovation beyond usual product & process categories, and not captured by existing R&D or innovation surveys management is challenging various types of knowledge and creativity and often not formalised Some examples Service & Design Seminar Laurea University of Applied Sciences
22 And more hidden innovation Novel methodologies for research in relation to tastes and preferences (vital in shaping new products!) a key locus of activity Combinatorial innovation re-combination and re-purposing of existing technologies, processes and (especially) content repackaging of content for use on new platforms or in new products Service & Design Seminar Laurea University of Applied Sciences
23 Areas of innovation Manchester CREATIVE FIRM 1 General administration & financial management 5 Internal communications, Management of HR & work organization PRODUCTION & PREPRODUCTION 6 Back-office/ back stage production processes, design process 9 Content of Product (cultural concept etc.) 10 Performance and production processes PRODUCT 11 Product format ( cultural product, performance features of product) 3 Value Chain Location 2 Business Model 4 Communications with suppliers, collaborators, supply chain partners etc. COMMUNICATIONS 7 Transaction (purchase, lease etc.) 8 Marketing and customer relationship management 14 User Interaction, including supply & configuration of content 12 Delivery of Product 15 User Capabilities & Media (e.g. Consumer Electronics) USER EXPERIENCE 13 User Interface with Product = doing new things (or old things in new ways) with or without new technology and technique Service & Design Seminar Laurea University of Applied Sciences
24 Recommendations Management of innovation relationship management, systematising innovation and evaluation and Measurement case study work detailed understanding. Improved instruments - surveys and sampling (Coverage of Creative Industry firms [SIC codes], Inclusion of smaller firms); Investigating wider range of forms of innovation; make questions comprehensible to creatives Training and Skills issues limited knowledge, new competencies Policy: needs for better evidence, awareness. Ensure that policy-makers are kept abreast of rapid change and development in the innovation landscape. Targeted and sympathetic support programmes extend existing supports (Tax Credits?) Service & Design Seminar Laurea University of Applied Sciences
25 Summing Up Hidden innovation: may mean that innovation policy overemphasises some types of activity, focuses support on particular approaches and skills Creative industries have multiple innovation trajectories. Disruptive change may occur in many of these. IT can enable - but social and cultural inventiveness is critical Promote better understanding of practice, trajectories, emerging challenges and opportunities: awareness, shared awareness, skill and knowledge. Service & Design Seminar Laurea University of Applied Sciences
26 End of Presentation Service & Design Seminar Laurea University of Applied Sciences
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