Creative Services, Apps and Banks in Australia

Ben Goldsmith

Senior Research Fellow

ARC Centre of Excellence for Creative Industries and Innovation

Queensland University of Technology

Ben.goldsmith@qut.edu.au

@bengo1379

CREATIVE SERVICES EMPLOYMENT

• The Creative Trident – ‘Core’ and ‘Embedded’ Creatives• Cultural Production and Creative Services

Figurative view of the Creative Trident

Employment Figures (2011)                 INDUSTRIES / SECTORS

   cultural

productioncreative services

other industries

OCCUPATIONS

cultural production 51,906 4,873 31,593

creative services 9,895 82,310 129,479

support occupations 67,189 153,699rest of economy

9,526,201             

       Total

Employment

% of Total Employment

Cultural Production 

film, tv & radio; publishing; music, performing & visual arts

160,583 1.6%

Creative Services 

architecture & design; advertising & marketing; digital content & software

370,361 3.7%

TOTAL CREATIVE ECONOMY  530,944 5.3%

Creative Economy Employment Growth Ratesbased on Australian census data (2006 – 2011)

5yr Average Annual Growth Rate (2006 -2011)

             

    INDUSTRIES / SECTORS

   cultural

productioncreative services

other industries

OCCUPATIONS

cultural production

2.6% 3.5% -0.8%

creative services

1.7% 4.8% 2.5%

support occupation

s-0.2% 4.3%

rest of economy2.0%

       

5yr Average

annual Growth

Cultural Production 

film, tv & radio; publishing; music, performing & visual arts

0.6%

Creative Services 

architecture & design; advertising & marketing; digital content & software

3.8%

TOTAL CREATIVE ECONOMY

2.8%

THE APP ECONOMY

• App Downloads• More than App Stores and Platforms

2008 Apple App Store and Android Market (now Google Play) launched

2012 Apple App Store reaches 25 billion downloads in March, Google Play reaches same milestone in September

2013 May: App Store records 50 billionth download; September: Google Play reaches same milestone

US $2.2 BillionTotal revenue for the four main stores (outside China) – App Store, Google Play, Blackberry World, Windows Phone Store – in 50 countries, Q1 2013

74% Proportion of revenue taken by Apple App Store ($1.6 B)

App Economy is not only platform owners, app store operators, developers.

It includes all those who invest in, design, develop, test, distribute, support, monetize, market, analyze, use or profit from software on mobile computing devices .

• Creative Writer• Games Developer• Graphic Designer• Composer/Musician• Digital Art Director• Video Services• Sound Design• Community Manager• Marketing Manager

Apps Jobs are Creative Industries Jobs

• Mobile UX (User Experience) Designer/Architect

• UI (User Interface) Designer/Architect

• Interaction Designer• Project Manager/Creative

Director/Producer• Visual Designer• Copywriter

To build an app, software developers and engineers need the skills and expertise of some or all of the following

creative roles:

OUTSOURCING, CREATIVE SERVICES, APP DESIGN AND DEVELOPMENT

• “SYDNEY, October 9, 2013: Freelancer.com dominates as the platform small businesses and start-ups rely on to get work done, breaking through 5 million projects posted on the site.”

• “The top category remains websites, IT and software development at 40.0%, as businesses continue to rush online. Rounding out the top 5 categories are design, media and architecture (24.0%), writing and content creation (10.7%), sales and marketing jobs (7.9%) and data entry and administrative jobs (5.9%).”

MOBILE BANKING, CREATIVE SERVICES AND APPS

• Mobile banking use• Financial services and mobile• Bank apps

Online and mobile banking

Internet Users Banking Online Weekly (%)0

10

20

30

40

50

60

70

54.2

61.865.5

200720092011

Source: Ewing, S. and J. Thomas (2012) The Internet in Australia, CCI Digital Futures 2012, Melbourne.

Mobile Data Traffic, projected growth

Petabytes per month0

10

20

30

40

50

60

70

80

8.813

76

201120122017

Source: Cisco Systems (2013) VNI Forecast Highlights. http://www.cisco.com/web/solutions/sp/vni/vni_forecast_highlights/index.html

Transportation/Storage

Retail

Rental/Hiring/Real Estate

Manufacturing

Information Media/Telco

Government

Financial /Insurance

Electricity/Gas/Water/Waste

Education/Training

Construction

Accommodation/Cafes/Restaurants

Total

Agriculture, Forestry and Fishing

Health Care and Social Assistance

Accommodation and Food Services

Transport, Postal and Warehousing

Construction

Mining

Retail Trade

Rental, Hiring and Real Estate Services

Administrative and Support Services

AUSTRALIAN WORKFORCE

Arts and Recreation Services

Education and Training

Electricity, Gas, Water and Waste Services

Manufacturing

Other Services

Professional, Scientific and Technical Services

Wholesale Trade

Information, Media and Telecommunications

Public Administration and Safety

Financial and Insurance Services

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

0.2

0.5

0.6

0.7

0.7

0.8

1.1

1.3

1.6

1.6

1.6

1.7

1.9

2

2.2

2.4

2.8

3.1

3.4

4.1

0.2

0.5

0.4

0.7

0.6

0.8

1.3

1.5

1.6

1.6

1.7

1.7

2

2

1.7

2.5

2.9

3.3

3.6

3.7

20112006

Percentage of embedded creatives within total workforce, by industry, 2006 and 2011. CCI analysis of census data.

http://www.youtube.com/embed/UXTIhBQx-L4?autoplay=0