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Europeana Creative Introduction to the project

Max Kaiser Head R&D, Austrian National Library

Europeana Creative Kick-Off Meeting

Austrian National Library, Vienna 21/22 February 2013

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1. creative industries seek to explore innovative ways to use existing data sources →develop exciting ideas, products and services →digital industry is a high growth sector →enormous potential for the cultural heritage sector

2. digitisation sets the foundation for memory

institutions to engage with creative industries

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however

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re-use of cultural heritage resources by creative industries, organisations and

individuals is impeded by a number of obstacles

(organisational, technical, legal, cultural, …)

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our expected impact “increase substantially the use and re-use of

cultural heritage resources (and in particular those available through Europeana) by creative

industries, organisations and individuals and bring out the economic potential of digitisation

actions in Europe through innovative applications and services”

(Expected impact of Objective 2.1.b)

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measures → impact

increase the re-use of cultural heritage

resources by Creative Industries

provide Open Lab environments for

experimenting with cultural content

produce a Content Re-Use Framework for

Europeana

deliver technical infrastructure to enable creative

re-use

inspire and support creative industries to re-use Europe’s cultural heritage

→

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key facts → Best Practice Network → EC call: CIP-ICT-PSP-2012-6 → activity: CIP6 – theme 2 – digital content, open access

and creativity → duration: February 2013 – July 2015 (30 months) → 26 partners from 14 member states → 8 work packages → 835 person months effort (= 28 FTEs / 70 person years) → budget: 5.312.500 € → 80% Community funding: 4.250.000 €

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project goals demonstrate that Europeana can facilitate

the re-use of cultural heritage content made available by a diverse set of

organisations

support and promote “experimenting with models, innovative applications and services for creative re-use

of cultural resources and in particular the material accessible through Europeana”

by realising eight concrete objectives

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project objectives / 1 1. Europeana Open Laboratory Network

→ sustainable environment for experimentation and stakeholder engagement

2. Europeana Content Re-use Framework → allow content providers to make their content available for specified

re-use scenarios 3. infrastructure and services

→ needed by Europeana to successfully support the re-use of European cultural resources and boosting creativity

4. five pilot applications → history education, natural history education, tourism, social networks,

design

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project objectives / 2 5. five open innovation challenges

→ for each of the five thematic areas: identify, incubate and spin-off five viable projects into the commercial sector

6. business models → allow key stakeholders within Europeana ecosystem to develop

applications and services based on the Europeana Content Re-use Framework

7. evaluation → at key points in measure results of tasks against the strategic

objectives of the project 8. extensive stakeholder engagement campaign

→ promote Europeana’s cultural heritage content to the creative industries and the merits of creative re-use of it to cultural institutions

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consortium / 1 → Europeana Foundation with access to 2,200+ cultural heritage

institutions → creative hubs and associations with access to creative industries,

tourism and educational professionals across Europe → European Design Centre BV → MFG Medien- und Filmgesellschaft Baden-Württemberg mbH → European Centre for Creative Economy → Aalto-korkeakoulusäätiö → Agence luxembourgeoise d’action culturelle ASBL ALAC → Culture24 → EUROCLIO Vereinigung – European Association of History

Educators → EUN Partnership AISBL

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consortium / 2 → living labs in four member states

→ YouARhere / i-Marginal → Platoniq Sistema Cultural → Aalto-korkeakoulusäätiö → EUN Partnership AISBL

→ technical and multimedia experts with a strong deployment record → National Technical University of Athens → Austrian Institute of Technology GmbH → Ontotext AD → Spild af Tid ApS → We Are What We Do Community Interest Company → WEBtic → Exozet Berlin GmbH → YouARhere → Semantika

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consortium / 3 → business planning specialists

→ European Business and Innovation Centre Network → Kennisland

→ content providing cultural heritage institutions and museums → Austrian National Library → British Library → Netherlands Institute of Sound and Vision → Museum für Naturkunde → National Museum Prague

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our objectives

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objective 1

establish the Europeana Open Laboratory Network as a sustainable environment for

experimentation and stakeholder engagement http://d.lib.ncsu.edu/collections/c

atalog/ua023_025-003-bx0005-004-028

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why? →no platform to facilitate & inspire

stakeholders to experiment with re-use of cultural heritage resources

→access to documentation and sector knowledge scattered

1

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how? / 1 → Open Culture Labs: access to metadata and

cultural content available via Europeana →APIs & services for creative industry clients → start with 4 existing Living Labs

→ standardised methodology, access to technical & business services and experimental content

→ first clients: five pilot applications

1

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how? / 2 → facilitate:

1. design & implementation of each co-funded pilot 2. incubation & support of independent spin-off

projects → major driver: sustainability

→ maturity building approach: viable revenue-generating business models for sustainability beyond the end of the co-financed period

1

objective 2

develop the Europeana Content Re-use Framework to allow content providers to

make their content available for specified re-use scenarios

http://en.wikipedia.org/wiki/File:Glenfiddich_Distillery_stills_hall.jpg

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why? →current Europeana Licensing Framework

applies only to metadata → lack of a Licensing Framework for

content prevents re-use at scale

2

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how? → implement Europeana Content Re-use

Framework in co-ordination with Europeana Cloud

→ provide a permission management infrastructure allowing content providers to communicate conditions for content re-use scenarios

2

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objective 3

implement the infrastructure and services Europeana needs to support creative re-use

of European cultural resources and long-term business development

http://www.radiomuseum.org/forum/neuberger_w_252_roehrenpruefgeraet_frage_zur_erweiterung.html

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why? → Europeana supports only search & display of

metadata → no access to the content referenced by

metadata → without adequate API metering, extended

search and security: →commercial exploitation cannot occur →no incentive for heritage organisations to

provide high-quality digital objects for re-use

3

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how? / 1 → deploy technical infrastructure and services to

resolve the issues of storage, ingestion, legal infrastructure and re-use

→ make available content supplied by project partners, Europeana & network providers

3

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how? / 2 → key areas of service enhancement:

→ online console to experiment with APIs and sample data → scalable storage & caching architecture to support data

for experimentation → taxonomy services to improve metadata lookup & linking → connection of curated metadata to user-generated data → geographic mapping & transformation algorithms to

support mobile & augmented reality applications → image-similarity services to support innovative image-

based applications across disciplines

3

objective 4

create five pilot applications in five thematic areas

http://d19sdi931o025v.cloudfront.net/cdn_120402150336/images/detailed/4/airline-pilot.jpg

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thematic areas →history education →natural history education → tourism →social networks →design

4

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why? →currently no “real-world” applications to

inspire projects based on re-use of cultural heritage aggregated by Europeana

→no clear incentive for creative industry to work with this material

4

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how? / 1 → five thematic areas: promising economic /

social value → leverage skills of sector experts and

industry stakeholders → show potential for creative re-use of

cultural content: →demonstrate re-use possibilities

to creative industries →demonstrate benefits of providing access

to memory institutions

4

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how? / 2 → use methodologies & facilities of Open Lab → use technical infrastructure & services provided → use content provided via Content Re-use

Framework → bring each pilot to production standard &

document → serve as reference implementation and

showcase for the open innovation challenges

4

objective 5

conduct five open innovation challenges, in five thematic areas, to identify, incubate and

spin-off five viable projects into the commercial sector

http://www.kreisgemeinschaft-wehlau.de/Tapiau%20Alt/105-0043%20Start%20zum%20100%20Meter%20Lauf.html

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why? →no current opportunity for creative

industry to engage directly with Europeana stakeholders to propose new products and services

5

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how? / 1 → open innovation challenges in the 5 areas

→identify, incubate & spin-off viable projects →demonstrate innovative & sustainable services

by re-use of Europeana metadata & content → use infrastructure, network & services of

Open Labs → use services, APIs &content for experimentation → use pilots as proofs-of-concept and reference

implementations

5

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how? / 2 → select most viable project in each challenge

theme → provide business incubation & support package → support each spin-off project for 3 months

→assist in networking, promotion and marketing activities

→ support other projects through incubation and support packs

5

objective 6

identify business models that allow key stakeholders within the Europeana

ecosystem to develop their own application and services based on the Europeana

Content Re-use Framework

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why? → no clear business models for re-use projects

that demonstrate sustainable relationships between key customers, channels, resources, partners and costs

→ wider industry adoption will depend on creation of these models

6

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how? → key stakeholders:

→ cultural heritage institutions & creative industries → stakeholders from specific thematic areas → related industries

→ initial business models developed in focused workshops

→ Content Re-use Framework designed to support these and other business models

6

objective 7

evaluate the results at key points in the project and measure their success against

the strategic objectives http://en.wikipedia.org/wiki/File:Explorer_10_inspection.jpg

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why? → Integrate learning capacity into the

structure of the engagement →strong evaluation and feedback loop will

result in better-tested and more immediately applicable outcomes

7

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how? / 1 →evaluate:

→Europeana Open Labs Network →technical infrastructure & service development →Europeana Content Re-use Framework →pilots →spin-off projects →business models →sustainability plan

7

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how? / 2 → promote continual improvement through the

lessons learnt → apply learning to improve each cycle → refine processes, procedures, products,

approaches

7

http://gratuitouslyyours.wordpress.com/tag/fuck-door-to-door-salesmen/

objective 8

undertake an extensive stakeholder engagement campaign promoting Europeana’s cultural heritage content to the creative

industries and the merits of creative re-use to cultural institutions

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why? → without effort to engage stakeholders:

→no significant take-up project outcomes →no large-scale re-use of cultural heritage material

→ without credibility by expert industry networks: →not possible to entice future actors to engage with

new products or services or to collaborate with cultural heritage institutions

8

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how? → 2 target stakeholders:

→ creative industries and cultural heritage institutions → engagement campaign: greater coverage → project partners for extensive networking

activities → promote services and applications in each

thematic area → promote and encourage participation in the

challenges

8

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our strategy

http://www.subbrit.org.uk/rsg/sites/w/wartling/index.html

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strategy → our goal: encourage creative re-use of cultural

content held by content providers → our strategy for re-use scenarios provides:

→ confidence to content providers that their ownership rights are maintained

→ content only used under agreed terms → framework compensates content holders

& provides creative industries with usage models → flexible APIs and services to facilitate → real world application examples

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our methodology

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methodology / 1 1. provide critical mass of metadata & content for re-use 2. configure Content Re-Use Framework 3. create technical infrastructure & Open Labs that

facilitate re-use 4. produce pilots that utilise & exemplify the infrastructure 5. integrate existing Living Labs as hubs for co-creation 6. run series of challenges for the creative industries to

embrace re-use through the technical infrastructure 7. incubate the most viable projects as spin-off businesses

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methodology / 2 → support approach by three additional activities:

1. marketing and promotion 2. evaluation 3. business sustainability

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pilot → challenge → spin-off

plan design prototype deploy incubate

refine evaluate

co-funded pilot incubated spin-off

challenge

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the project

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thank you! max.kaiser@onb.ac.at www.onb.ac.at

www.slideshare.net/maxkaiser

www.linkedin.com/in/maxkaiser gplus.to/maxkaiser twitter.com/maxkaiser