On 20 August 2014, the German government passed its first “Digital Agenda 2014-2017” bill. It is aimed at making Germany a world-wide leader by expanding high-speed data lines, internet security and fostering cyber-related entrepreneurship. The National IT Summit held in Hamburg on 21 October will play a key role in implementing the Digital Agenda. Headed by the German Chancellor Angela Merkel, numerous federal ministers will be discussing effective digital strategies at the Hamburg chamber of commerce with more than 800 high-ranking participants from politics, sciences, and business. Focal aspects of the National IT Summit 2014, which is the central platform for cooperation between governments, industry and the academic world, will include topics such as Industry 4.0, Young IT, innovation, working in the digital world, Internet security and privacy.
New Role of the Media and the Digital Economy
At the summit, the Regional Work Group (RegAG) will tackle the consequences of the increased use of IT in the production, marketing and distribution of content. A focal theme will be the question how content could be monetarised. Given the role of media and digital economy within the economic structure of Hamburg, this topic is of particular importance to Hamburg.
Challenges of Change
The RegAG has bundled more than 40 well-known companies and experts in the “Content & Technology” section and produced a whitepaper, which showcases the opportunities brought along with the change, and reveals how companies could take advantage of these opportunities. In this report will present only the technological chances for innovative developments in content production, but will also display refinancing possibilities by advertising and inform on changes in the behaviour of consumers and users. .
New production methods and marketing channels
The paper provides deep insights into the digital transformation, chances and needs to be fulfilled. Radical customer orientation, new marketing channels for classical skills, and a lawful, sensitive handling of data are some of the “musts” brought along by technological innovation and advanced production methods.
Furthermore, it will be necessary to exploit the new technological possibilities of involvement of consumers at all stages of the production process and to monetise and exploit the immediate feedback of customers for an optimisation that begins even prior to the product being finished.
Successful models of practice
Many companies have already understood these new developments and are about to realign their policy. By providing examples of best practice, the whitepaper strives to further stimulate this process. For Hamburg, the digital transformation process and its accompanying development offers great opportunities. Carsten Brosda, representative of the Senate of the Free and Hanseatic City of Hamburg for the media: “We have the perfect host for the summit. Hamburg has both a large variety of creative content producers as well as a broad-based innovative technology industry. Given the commitment and open co-operation of enterprises in the RegAG ,we can be optimistic.” Hans-Jörg Schmidt-Trenz, CEO of the Hamburg Chamber of Commerce, adds: “Hamburg companies have understood the enormous opportunities of digital change and use the technology for a media future 'made in Hamburg’.”
Download: Whitepaper “Content & Technology”: