SXSW 2011Technology Summit

Italy

• Introduction

• Infrastructure

•Tech Innovators / Entrepreneurs

•Social/New Media

•Q&A

Paola BonomoHead of Online Services @ Vodafone Italy

Marco MassarottoFounder @ Hagakure, Digital Marketing Agency

Luca ContiJournalist, Web 2.0 Analyst, Author

Gianfranco ChiccoCOO @ La Red Innova / Consultant @ ConferenceBasics

Scenario &Infrastructure

Think of Italy as (at least) two countries

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Quality of the education system: Secondary schoolsʼ performance in OECD PISA literacy & math tests, 2006

Finland

Canada

Australia

Japan

Italy – top regions (NE)

Germany

France

Spain

Italy - average

Greece

Italy – bottom regions (S)

Source: OECD; www.slideshare.net/paola.bonomo/presentazione-di-roger-abravanel-conferenza-stampa-15-luglio-2010-qualit-e-merito-per-risolvere-lemergenza-educativa-italiana

University education lags behind…

Source: OECD, Education at a Glance 2010

Percent of population aged 25-34 that has attained tertiary education

Percent of population aged 55-64 that has attained tertiary education

… although centers of excellence exist

• Renzo Piano, architect• Gianfranco Ferré, fashion designer• Paola Antonelli, Senior Curator

Architecture and Design, MOMA

Some famous alumni

• Leonardo Chiariglione, MPEG Chairman• Sergio Pininfarina, automotive designer• Pasquale Pistorio, former Chairman,

STMicroelectronics

• Nouriel Roubini, economist• Mario Monti, former EU Competition

Commissioner• Federico Marchetti, CEO, Yoox

Broadband penetration and Internet usage show a divided country

Sweden

Finland

Germany

France

Estonia

Spain

Portugal

Italy

Croatia 49%

49%

50%

57%

64%

67%

75%

76%

83%

Source: EUROSTAT

Households with a broadband connection, 2010

Individuals who are Internet users, 2010

54%

51%

51%

64%

74%

79%

80%

86%

91%

Winner takes all: TV still dominates public consciousness… and grows

Total TV Print Direct mail Radio Internet* Other

100% = 8.6bn 53.6%

26.6%

6.4%5.4%

4.2%3.8%

* Includes display and affiliation; does not include search enginesSource: Nielsen

Advertising market in Italy by media, 2010

2010 vs. 2009

+3.8% +6.0% -4.3% +8.5% +7.7% +20.1% +7.5%

Leading telcos: Telecom/TIM, Vodafone, Wind/Infostrada

Fixed

~9%

~7%

~70%

~9%

Others

~36%

~18%

~8%

~36%

~20€ bn~21€ bn

Mobile

MVNOs 2%

~4%

Source: Financial reports

Telecommunications Market, Italy, 2010 Estimate

The recession was severe, and the technology market suffered disproportionately

2004 2005 2006 2007 2008 2009 2010 2011 (forecast)

1.2%0.1%

1.9% 1.5%

-1.0%

-5.1%

1.3% 1.0%

2.4%3.0%

2.1%

0.4%-0.2%

-2.3%-3.0%

-0.6%-0.4%

0.9%1.6% 2.0%

0.8%

-8.1%

-1.4%

1.3%

Source: Assinform/NetConsulting

GDP

ICT

Telecoms

2011 and beyond

Market drivers:• Cloud Computing• Digitalization of public administration• Mobile Broadband• Tablets• eCommerce• Social Networking• SMEs

Digital Agenda: • Digital Single Market• Interoperability and Standards• Trust and Security• Very Fast Internet• Research and Innovation• Enhancing e-skills• ICT for Social Challenges• International

Source: Assinform/NetConsulting; European Commission Information Society, Digital Agenda for Europe 2010-2020

And what of Italyʼs digital agenda? (Hint: there is none)

• On Jan. 31, a group of 100 digital leaders in Italy published an invitation to our political leadership to agree on a digital agenda within 100 days

• Today it is Day 46…

If you are a new media entrepreneur in Italy…

1 Bootstrap!(Friends & family funding)

3

Find business angels• IBAN (http://www.iban.it/)• Italian Angels for Growth (http://www.italianangels.net/)

Find a seed fund and/or incubator• Dpixel (http://www.dpixel.it/)• H-farm Ventures (http://www.h-farmventures.com/)• Annapurna Ventures (http://

www.annapurnaventures.com/)

2

4 Find a VC• 360 Capital Partners (http://www.

360capitalpartners.com)• Innogest (http://www.innogest.it/)

Tech Innovators & Entrepreneurs

My avatar My books My agency(HAGAKURE)

From the folks who brought you punctuation, the Gioconda and the Mp3

Made in Italy?

ST Microelectronics (NYSE: STM)

- 10Bn€ revenue

- European semiconductor leader

- Maker of iphone gyroscope

Pasquale Pistorio - long term president of the company

Funambol

- Head in Silicon Valley, developers in Pavia, Italy

-Funded by 5 funds for >25M$

- Industry innovative company recognition (http://www.funambol.com/about/recognition.php)

Fabrizio Capobianco - Founder of Funambol

Yoox

- 2010 revenue 214M€ (+ 40%) profits 9m€ (+122%)

- Stock doubled its price in 1 year

- White label ecommerce provider for brands

Federico Marchetti - fondatore di Yoox

Winx

- European leader in kids animation

- WINX business is estimated 2Bn€

- Hollywood movies, theme parks, world class merchandising

Iginio Straffi - Inventor of the Winx Dolls

Gioco Digitale

- Leader in online gaming (poker in 1 year (>30M€/month for Poker)

- GD founder (Gualandri) in the board of BWIN

- Recently bought by BWIN for 2.3M stocks of BWIN and 50M €

Carlo Gualandri - founder of Gioco Digitale

The italian genius needs a supportive, innovative,

renaissance-like platform and infrastructure

©  2011  –  Between

Social Media in Italy

0

10

20

30

40

50

2006 2007 2008 2009 2010

–  million  peop

le  –

Users  Social  Media

Users  e-­‐commerce

Fonte:  Between,  ICT  Monitor  Consumer,  2010,  daB  a  giugno  di  ciascun  annoBase:  popolazione  italiana  adulta  (15-­‐74  anni)  –  45,9  mlnDefinizione  UtenB  Social  Media:  uBlizzano  almeno  un  social  network  o  blog  personale

Users  Internet

©  2011  –  Between

Internet access (fixed/mobile)

Fonte:  Between,  Osservatorio  Banda  Larga,  2010

©  2011  –  Between

Drivers for mobile connectivity

0%

80%

e-­‐mail Social  Network video News Info-­‐commerce Film Foto/video e-­‐banking

Users*Interested

Interest  for  mobile  connec5vity

*Mobile  users  through  cell  phone  or  USB  internet  keyFonte:  Between,  Osservatorio  Banda  Larga,  giugno  2010Base:  utenB  Internet  ≥15  anni  (24,5  mln)

©  2011  –  Between

Drivers  for  e-­‐commerce

Fonte:  Between,  ICT  Monitor  Business,  2010Base:  imprese  1-­‐9  adde\  informaBzzate  (con  PC)

The intersection between mobile/ecommerce-payment/social media

can be that platform?

Social/New Media Trends(Italians do it social)

January 2011 (Nielsen)25,8M active users (pop: 54,7M)

December 2010 (Nielsen)Member communities u. 21,3M 84,9% +15,7% Y/YCoupons u. 8,7M - Groupon 5M - Groupalia 1,5MWomen 46% +24% Y/Y>54 15% +46% Y/Y

April 2010 (Nielsen Global survey)2nd in social networks/blogs 78% penetration1st in Facebook 66% penetration

Scenario

18 M active users12 M daily active users4 M mobile active users>30 y.o. 47%

2.5 M active users in Rome1.8 M active users in Milan

1st social network, huge potential for social promotion

Source: http://www.vincos.it/2011/02/07/facebook-in-italia-gennaio-2010-infografica/

Social Media Trends - Facebook

October 2010 (Twitter semi-official)

1.3 M registered user350K active users (monthly)7.8 M unique visitors on Twitter.com

Growning popularity during last monthsnew deals with Vodafone and Wind for SMS services

Not mainstream yet, influencers and professionals are in

Source: http://www.vincos.it/2010/10/10/quanti-italiani-usano-twitter/

Social Media Trends - Twitter

November 2010 - Liquida & Human Highways

5.6 M blog readers3.2 M blog commentators1.7 M active bloggersnew media ventures like IlPost.it (inspired by HuffPost)mainstream, tv journalist and anchor-men use it

Blog is not dead, more and more influencial on media landscape

Source: http://www.slideshare.net/liquida/analisi-del-ruolo-dei-blog-nellinformazione-di-attualita

Social Media Trends - Blogs

15-24 > 47% smartphone penetration (US 33%, DE 29%)15-24 > 64% advanced use penetration (US 83%, DE 47%)

Linkedin has more than 1M active users

Alexa - Top sites Italy2nd Facebook, 4th Youtube, 7th Blogger.com, 15th Twitter, 17th Linkedin, 18th Wordpress.com

ebooks sold in 2010: 100K (0.01%) US is 8.6%ebook titles available March 2010: 8K (US 1M, UK 500K)

Localised version is a must, Italians like to watch tv and video, potential for business social services

Social & New Media Trends - Other

Web magazinePunto Informatico www.punto-informatico.it

AggregatorBlogBabel (ranking) http://it.blogbabel.comLiquida http://www.liquida.it

Blogs (english)David Orban http://www.davidorban.comStartup.eu http://www.thestartup.euSara Rosso http://www.sararosso.com/

Blogs (Italian)VIncenzo Cosenza http://www.vincos.it/

Resources, Blogs & More... (1)

Recent studySocialmediability (social media and business)http://www.slideshare.net/mastersocialmedia/il-socialmediability-delle-aziende-italiane

The Italian blogospherehttp://www.vincos.it/2010/02/03/la-blogosfera-italiana-i-cluster/

NetworkingMIlanIn http://www.milanin.com/

Blog networksBlogo http://www.blogo.itBlogosfere http://www.blogosfere.it

Web tv federationAltratv http://www.altratv.tv

Resources, Blogs & More... (2)

IAB Forum (Rome and Milan): main web business event, free, expo, keynote and panel discussions. Focus on advertising www.iabforum.it

Social Media Week (Rome and Milan): many small and medium events in a week time, free. Focus on social mediawww.socialmediaweek.org/milan

SMAU (Milan, Bologna, Rome): expo, workshops. Free. Focus on technology, software, hardware, web solutions.http://www.smau.it

Blogfest (Riva del Garda): bloggers' gathering, parties. Free. Focus on blogs, society, media, entertainment.http://www.blogfest.it 

Events (1)

Girl Geek Dinners (Milan, Bologna, Rome): parties, keynote. Free by invitation. Focus on women and technology.www.girlgeekdinnersmilano.com/

Barcamp: unconference, free, niches. Free.http://www.barcampitalia.org/

Web Analytics Strategies (Milan): workshop, keynote, expo, free. Focus on social media, mobile and search analytics.http://www.webanalyticstrategies.com/

World, Words, Web: keynote, panel discussions, free. Focus on sustainability, activism and social webhttp://www.zoes.it/wowowe

International Journalism Festival: new media track, workshop, free. Focus on media and journalismhttp://www.festivaldelgiornalismo.com/

Events (2)

• Local language, local culture, local partner

• International blogosphere, You can rely in english

• Tv rules, in newspapers, in daily chat and also online

• Facebook is the social platform where to start

• Twitter is cool to engage with influencers and niches

• Mobile web services opportunities

Social Web Keys

Contacts

Marco MassarottoTwitter @marcomassarottoCompany www.hagakure.itLinkedin linkedin.com/in/marcomassarottoFacebook facebook.com/marcomassarottoEmail marco@hagakure.it

Luca ContiTwitter @pandemia (ITA) @lucaconti (ENG)Blog www.pandemia.infoPersonal blog luca.wordpress.comLinkedin linkedin.com/in/lucacontiFacebook facebook.com/lucaconti

Gianfranco ChiccoTwitter @gchicco / @confbasicsProfile About.me/gchiccoBlog ConferenceBasics.comLinkedin linkedin.com/in/gchiccoEmail gian@conferencebasics.com

Paola BonomoTwitter @livepaolaBlog livepaola.wordpress.com/Linkedin linkedin.com/in/bonomoEmail paola.bonomo@gmail.com

http://slidesha.re/SXSW2011-TechSummitItaly