The business system of creative
industries: interaction of
creative and technological
components
Doc.dr.Monika Petraite - Kriaucioniene
Kaunas university of technology
about creativity and capital
“Wealth results
from creativity,
ideas,
imagination
and innovation”
change is the process by which
the future invades our lives
-> Alvin Toffler
innovation, convergence
and creative industries
Areas of innovation
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
2 Revenue Model
3 Value Chain
BACK
Location
7 Transaction
(purchase, lease
etc.)
9 Content of Product
(cultural concept
etc.)
4 Communications with
suppliers, collaborators,
supply chain partners
etc.
11 Product format
(“cultural product”,
performance features of
product)
10
Performance
and production
processes
14 User Interaction,
including supply &
configuration of
content
12 Delivery of
Product
STAGE
PRODUCT
13 User
Interface with
Product
FRONT STAGE
8 Marketing and customer
relationship management
COMMUNICATIONS
15 User Capabilities &
Media (e.g. Consumer
Electronics)
USER
EXPERIENCE
Innovation = doing new things (or old things in new
ways) – with or without new technology and technique
digital convergence
Distinct industries have dealt with hardware,
software, telecommunications, broadcasting, print,
recorded music, images, other media
a three-dimensional media universe
COMMUNICATION
Moving over Space Telecommunications
Transforming, Processing Computation
INTERACTION
PROCESSING
CHANNELS
Information
(Broadcast Media)
CONTENT
Storing over Time,
ReproducingPublished Media
a growing market space, increasing
size of markets
Increasing diversity of
products
The expanding
media universe
Communications
Computation
Content
turn of the century
TELECOMMUNICATIONS
Increasing
integration
of media,
use of
optical
media,
digitalisation
Digital
mobile
phones,
Widespread
use of Fax,
pagers
BROADCAST + PUBLISHED MEDIA
Numerous PCs,
Electronic
laptops.
mail,
notebooks,
pocket
SMS
organisers, etc.
Mobile data
Numerous home
comms
computers and
Internet
videogames
World Wide
Web
Cable
telephony
Audiotext
CD-ROM
publishing
Videorecorders,
audio CDs, digital
recording cable and
satellite TV
COMPUTERS
now  2010?
COMPUTERS
TELECOMMUNICATIONS
Digital mobile
communications
in wide use pervasive
communications
Internet
telephone VoI,
Internet
videotelephony
Internet TV
Video on
Demand
Interactive
TV
Pervasive
computers, in
many types of
device (e.g.
Personal
Digital
Assistants,
smartphones)
WiFi, Next
generation of
Internet &
WWW,
Web2.0, Video
telephones
DVD-R+,
and
interactive
conferences
video
MP3 and PVR,
Digital Broadcast TV
digital
videorecording BROADCAST + PUBLISHED MEDIA
High definition TV
uncertainties
new product categories
internet narrowcasting
Innovation in
service concept,
design, delivery,
interaction with
(and among)
clients
digital cinema (+3D)
Innovation in Production, Distribution
and Delivery, User Experience
games
Innovation in delivery, content, user
interfaces, user interaction (online
games etc)…
design
process
innovation
– becoming
product
innovation
(virtual
prototyping
etc)
Broadcast Media
Content Innovation – routine (“fresh”
content vs “novel” content) and
generic (new content v new
structures for content).
Plus User engagement innovation
Content is King
(c)
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