“Mapping the Future"

“Preservation and enhancement of CH” Unit

Luxembourg, January 28, 2003

Intelligent HeritageThe industry perspective Flavio Tariffi, SPACE S.p.a.

• Goals• The opportunity• The market• What the industry needs• 4 examples• Conclusions

Goals

• At the workprogramme level:• Improving access to C&SH objects• Re-creating and visualising objects• Creating new forms of user experience

• Closer to the market:• integration, downstream solutions• targeting reference communities• Recognition of the commercial value of CH

• Therefore: what the industry will need to make this a reality

The opportunity:scenario

• There is a strong push towards a new “Industry of Imagination”

• Individual experience is key in the “age of access” and new services

• The “Erlebnispark” model: special places concentrate experience

• Towards new widespread large-bandwidth value-added services

The opportunity:challenges

• Connecting the building blocks• Bringing the results to everybody

• Technically, I.e., make it feasible, ubiquitous and mobile

• Economically• Culturally

• Move from showcases mostly in the high arts towards local identity and “minor” heritage

The market

• Public Administrations for new cultural services

• New jobs and services in the field of tourism

• E-learning and education• Media and publishing: leisure and

information services via large-bandwidth, satellite, mobile 3G and beyond

The industry needs…

• value chains to attain critical mass• E.g.: synthesis/display/TLC/object/context• Create integrated value chains and real

“experience services”• Shaping user compliance

• Not asking users to adapt to technology but making it seamless

• Making services available on a significant scale

• Move from exception (proofs of concept and demonstrators) to normality

• Build on standards and shared platforms

4examples

Example 1Experience Parks

• Provide integrated edutainment systems• Competitive advantage: based on real, historic

assets they make more visible and entertaining, rather than on totally re-created (artificial) environments

• Target: addressing an enormous continental and foreign public

• Side effects: strong inter-relations with tourism, e-learning (see the case study), e-commerce, publishing, games

Case study: the CHOSA trial

Case study: the CHOSA trial

Example 2 – Leisure

• Virtual communities and added-value services in large-bandwidth environments

• Competitive advantage: history and a common culture as aggregators for Europe-wide services

• Target: users of games (one of the leading phenomena in the industry) and digital entertainment services

• Side effects: on e-work, e-business• One example: the Renaissance project

Example 3New publishing services

• Novel ways to create user experience on new and “traditional” assets

• Competitive advantage: can be done elsewhere, but Europe has a clear “cultural” lead

• Target: addressing on most topics a world-wide audience (see the case study below)

• Side effects: stimulates TLC, the e-commerce value chain, cultural tourism; revitalises the role of publishers

Case study: OpenDrama

Example 4Science Parks

• Making science a live, direct experience• Competitive advantage: can be “bundled” with

schools, will benefit from significant eEurope funds for e-learning

• Target: mostly but not exclusively the younger generations

• Side effects: effects on publishing, games, tourism (science parks are physical places)

• One example: the City of Science created in naples

Conclusions• IH: an exciting opportunity for the industry in

general and for the EU one in particular• The industry will ask for fewer showcases and

p.o.c. and more viable integrated solutions that can go large-scale

• More innovation (make the new happen) and less invention (exploring the radically new)

• Core actors to work together: visual technology, TLC, tourism, games/leisure, publishing and P.A.

• Less VR of showcase monuments and more diffused, local heritage: bring IH everywhere