it based creative industry--women empowerment
DESCRIPTION
This presentation was presented at the International Workshop on Woman Empowerment in IT on 23 - 28 March 2009 in collaboration with Department of Foreign Affairs of the Republik of Indonesia. This year Indonesia stated the year of Creative Industry. It discuss opportunity in Creative Industry that has saved Indonesia from crisis. This industry supposedly more appropriate for women. However lack of understanding on IT has defferred Indonesian women from mastering this industry.TRANSCRIPT
Sri SafitriSri SafitriSenior Manager MarketingSenior Manager MarketingPT Telkom IndonesiaPT Telkom Indonesia
IT Based Creative IndustryIT Based Creative Industry-The Enabler for Women Empowerment-The Enabler for Women Empowerment
OutlineOutline
• Creative Industry at a Glance• The Information Technology Based Creative
Industry• How IT Based Creative Industry Empowers
Women• Telkom Initiatives to Support the Industry• Q&A
Creative Industry at a GlanceCreative Industry at a Glance
“Creative Industries as those industries which have their origin in individual creativity, skill & talent, and which have a potential for wealth and job creation through the generation and exploitation of intellectual property and content” (United Kingdom Department for Culture Media & Sports Task force)
Creative Industry DefinedCreative Industry Defined
Crafts; 900.000 ; 37%
Fashion; 1.300.000 ; 54%
Others; 25.000 ; 1%
Design; 200.000 ; 8%
Creative Industry Landscape in IndonesiaCreative Industry Landscape in Indonesia
Source: Departemen Perdagangan RI 2008
CreativeCreativeIndustryIndustry
1212
1313
1111
55
44
66
22
99 88
1414 33
1010 77
11
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer Service Computer Service & Software& Software
Television & RadioTelevision & Radio
Research Research & Development& Development CreativeCreative
IndustryIndustry12121212
13131313
11111111
5555
4444
6666
2222
9999 8888
14141414 3333
10101010 7777
1111
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer Service Computer Service & Software& Software
Television & RadioTelevision & Radio
Research Research & Development& Development
Creative Industry Classification
Number of Creative Industry Companies
Creative Industry Exports Averaging Rp.70 Trillion Annually
The Information Technology The Information Technology Based Creative IndustryBased Creative Industry
Etc.Etc.
Digital Visual EffectDigital Visual Effect
CG AnimationCG Animation
Interactive GamesInteractive Games
Graphic DesignGraphic DesignInformationInformationTechnologyTechnology
Computer SoftwareComputer Software
EnablerEnabler
EnhancerEnhancer
Information Technology as an Enhancer for the Existing as well as Information Technology as an Enhancer for the Existing as well as an Enabler for the New Form of the Creative Industry an Enabler for the New Form of the Creative Industry
The Creative Industry StructureSource: Andi S.Boediman,”Creative Industry Ecosystem in Indonesia” 2008
•Improve Productivity & Competitiveness •Improve Distribution & Wider Customer Target (Internet – Web 2.0)
IT as the Enabler for the New Form of Creative IT as the Enabler for the New Form of Creative IndustryIndustry
The Graphic Design Industry – Enabled Through ITInformation Technology gives the individual the freedom, the more simple and efficient methods to create, combine symbols, images, words, and to create a visual representation of ideas and message.
The Ideas The IT Tools The Creative Results
Etc…
IT as the Enhancer for Existing Creative IndustryIT as the Enhancer for Existing Creative IndustryThe Publishing & Printing Industry - Going Digital
"Sales of e-books will total $2.2 billion in 2009 from $182 million in 2004. By 2009, e-books will constitute 8.2 percent of the total book publishing market in Asia/Pacific." (PricewaterhouseCoopers Global Entertainment and Media Outlook: 2005-2009 )
The Digital ContentThe Digital Content The Digital ReaderThe Digital Reader
Building the IT Based Creative Industry in Indonesia – Building the IT Based Creative Industry in Indonesia – Current Situations & ChallengesCurrent Situations & Challenges
Lack of Venture Capital for the
Indonesian IT Based Creative Industry
Graphic Design – 60 schools,12.000 studentsInformation Technology –
900 schools, 200.000 students
Example of The Biggest Graphic Industry
Exhibition in Indonesia
Difficult to widely uphold the
Intellectual Property law
The IT Based Creative Industry in IndonesiaThe IT Based Creative Industry in Indonesia
• Indonesia local game production• Winner of Asia-Pacific ICT Award
Interactive Games News Portals
…………..and many more
Leo Dance – Leo Snack (Garuda Food)
TNT Drive Game – TNT Logistics
• All games developed by A-Box Activities Games, Jakarta• Founded in Jakarta, 2007, focused on developing Advergame
Interactive Advertising
Source: Andi S.Boediman,”Creative Industry Trend 2009” 2009, Bullit Sesariza 2009
Business Software
How IT Based Creative Industry How IT Based Creative Industry Empowers WomenEmpowers Women
IT Based Creative Industry Opens Up New Opportunities and IT Based Creative Industry Opens Up New Opportunities and Creates a Level Playing Field for Women to Work-in Creates a Level Playing Field for Women to Work-in
•The IT Based Creative Industry relies on the individual creativity, skills The IT Based Creative Industry relies on the individual creativity, skills and talent, not on ones physical strength.and talent, not on ones physical strength.
•The IT Based Creative Industry offers less confinement between the The IT Based Creative Industry offers less confinement between the home and the workplace by optimizing the use of the IT network home and the workplace by optimizing the use of the IT network infrastructure (internet, intranet, remote connection, etc.)infrastructure (internet, intranet, remote connection, etc.)
•The IT Based Creative Industry with its core business being the The IT Based Creative Industry with its core business being the intellectual properties & content of the individual opens up new intellectual properties & content of the individual opens up new entrepreneurship opportunities.entrepreneurship opportunities.
Women’s Success Stories in The IT Based Creative Industry -1Women’s Success Stories in The IT Based Creative Industry -1
Shenan Reed
Name of Company : Morpheus MediaDescription: Interactive Marketing & Advertising Agency (Utilizing the Online Media)Success Story : Increase sales revenue up to 1650% from 2003 ($2million) to 2007 ($35 million)
““What Morpheus does isn't like offline advertising, Reed notes. "When we put it live, What Morpheus does isn't like offline advertising, Reed notes. "When we put it live, within 24 hours we know what it's doing--and we can change it, optimize it, rotate in within 24 hours we know what it's doing--and we can change it, optimize it, rotate in something new.”something new.”
Jaqueline Beauchamp
Name of Company : Nerjzed Game StudioDescription: Interactive Game Studio Success Story : The first black-owned development studio to create a game for Xbox 360 (Top Leading Game Console by Microsoft).
"Video games are driving scripts and vice versa. There's a "Video games are driving scripts and vice versa. There's a convergence between the two, and what better place to be convergence between the two, and what better place to be than in a position of knowing how to do both and knowing than in a position of knowing how to do both and knowing how to make those experiences cross different media?" how to make those experiences cross different media?"
Women’s Success Stories in The IT Based Creative Industry -2Women’s Success Stories in The IT Based Creative Industry -2
Vani Kola
Name of Company : RightWorks Description: e-Procurement CompanySuccess Story : Sold RightWorks for $22 million in cash and about $635 million in stock and went to set-up Certus Software which targeted the Sarbanes-Oxley compliance space and became a market leader in the financial compliance market
Shafi Goldwasser
Name of Institution : Massachusetts Institute of TechnologyDescription: Top Rank Research Institute in the worldSuccess Story : Two-time recipient of the Godel Prize( a prize for outstanding papers in theoretical computer science )
““Software business models are fundamentally changing, so lots of interesting Software business models are fundamentally changing, so lots of interesting companies that provide a service-based applications will have a role.” companies that provide a service-based applications will have a role.”
Susan Decker
Name of Company : Yahoo!Description: WorldWideWeb Directory & Innovation CompanySuccess Story : As the President of Yahoo!, Decker has emphasized finding new ways to monetize advertising, and during the past year, Yahoo! announced partnerships with a dozen firms, including Google, Wal-Mart, Havas Digital and Publicis Group, in hopes of creating more than $1 billion in new revenues.
How the IT Based Creative Industry Suits Women in How the IT Based Creative Industry Suits Women in IndonesiaIndonesia
The Required Basic Creative Talent
The Creative Industry in Indonesia
The Tools to Enable & Enhance – Creating the IT Based Creative Industry
InformationInformationTechnologyTechnology
CreativeCreativeIndustryIndustry
1212
1313
1111
55
44
66
22
99 88
1414 33
1010 77
11
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer Service Computer Service & Software& Software
Television & RadioTelevision & Radio
Research Research & Development& Development CreativeCreative
IndustryIndustry12121212
13131313
11111111
5555
4444
6666
2222
9999 8888
14141414 3333
10101010 7777
1111
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer Service Computer Service & Software& Software
Television & RadioTelevision & Radio
Research Research & Development& Development
In terms of creative talent, men and women basically have equal footing. Unlike Labor work where physical strength is required, the creative industry creates that level playing field for men & women
Most Creative Industry in Indonesia suits women very well. Women actually tend to perform much better in the field such as fashion, design, crafts, advertising, performance art and music .
The lack of Information Technology skills amongst women might be an obstacle, but that is due only to the reluctance of most women to embrace IT and not because they lack the competence to learn it.
Just need a little encouragement
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33
Lets Grab the Opportunities...Lets Grab the Opportunities...Cause in Reality, There are No Road Blocks for Women Cause in Reality, There are No Road Blocks for Women
in the IT Based Creative Industry…in the IT Based Creative Industry…
Telkom InitiativesTelkom Initiativesto Support the Industryto Support the Industry
Indigo: The Digital Business Unleashed Indigo: The Digital Business Unleashed
• Integrated initiatives of Telkom Group to enable and encourage healthy creative industries and communities based on digital business in Indonesia
• Indigo (Indonesian Digital Community)• Encourage “Valuetainment Creativity”
Indigo Indigo Business Model MapBusiness Model Map
DistributionDistribution• SMS• Portal• Distro• Indigo Corner
ProductionProduction• Applications• Content programs• TV program• Movie production• CDs/DVDs
PromotionPromotion• Portal• SMS promo• Flyers/ Posters• Print ads• TV Ads• Events• Magazines
EducationEducation• Seminar• Training• Workshop• Competition• Incubation
Competition• Game• Education• Music• Animation
SMS promo• Broadcast• Top up alert• Registration alert• Missed call alert• SMS advertisingEvents
• Exhibitions• Indigo on stage• Community gathering
Portal• Banner• Microsite• Newsletter• eMail trailer
Content programs• Regular by CPs• Co-branding• Group synergies
Applications• In-house• White label• Group synergies
Portal• SMS Menu• WAP• Web• Voice content portal• Java• UTK/STK• UMB/USSD
Portal• On portal• Off portal• Microsites
Off Portal• CPs’ portal• Group’s portal• OLO’s portal• etc
Incubation• Non profit• Soft loan• Venture
SpeedyTrekSpeedyTrek: : Xpose Ur MusicXpose Ur Music
• A Community Program that facilitate the Indonesian music ecosystem.The musicians can express and expose their work.The fans can listen, download and promote their
favorite track.SpeedyTrek will become the Indonesian music
development barometer and as an excellent talent pool that can be utilized by the music talent seekers.
SupportMerchandisingFor member to crowd. [communication strategy]
Member/BandMember/Band
Music Critics Music Critics & Enthusiasts& Enthusiasts
Increasing qualityStrategy & communication building.
Merchandise producerMerchandise producer
SPEEDYTREK is the media for all element to be engaged - The Ecosystem Vision
The CrowdThe Crowd
MEDIA
SPEEDYTREK SPEEDYTREK ProgramProgram
SpeedyTrek Ecosystem ConceptSpeedyTrek Ecosystem Concept
