1. SXSW 2011
Technology Summit
Italy

2. •Introduction
• Infrastructure
• Tech Innovators / Entrepreneurs
• Social/New Media
• Q&A

3. Paola Bonomo
Head of Online Services @ Vodafone Italy
Marco Massarotto
Founder @ Hagakure, Digital Marketing Agency
Luca Conti
Journalist, Web 2.0 Analyst, Author
Gianfranco Chicco
COO @ La Red Innova / Consultant @ ConferenceBasics

4. Scenario &
Infrastructure

5. Think of Italy as (at least) two countries
Quality of the education system: Secondary schoolsʼ performance in
OECD PISA literacy & math tests, 2006
Finland 548
Canada 526
Australia 517
Japan 511
Italy – top regions (NE) 506
Germany 500
France 492
Spain 471
Italy - average 460
Greece 460
Italy – bottom regions (S) 421
Source: OECD; www.slideshare.net/paola.bonomo/presentazione-di-roger-abravanel-conferenza-stampa-15-
luglio-2010-qualit-e-merito-per-risolvere-lemergenza-educativa-italiana

6. University education lags behind…
Percent of population aged 25-34 that
has attained tertiary education
Percent of population aged 55-64 that
has attained tertiary education
Source: OECD, Education at a Glance 2010

7. … although centers of excellence exist
Some famous alumni
• Renzo Piano, architect
• Gianfranco Ferré, fashion designer
• Paola Antonelli, Senior Curator
Architecture and Design, MOMA
• Leonardo Chiariglione, MPEG Chairman
• Sergio Pininfarina, automotive designer
• Pasquale Pistorio, former Chairman,
STMicroelectronics
• Nouriel Roubini, economist
• Mario Monti, former EU Competition
Commissioner
• Federico Marchetti, CEO, Yoox

8. Broadband penetration and Internet usage show a
divided country
Households with a broadband Individuals who are Internet users,
connection, 2010 2010
Sweden 83% 91%
Finland 76% 86%
Germany 75% 80%
France 67% 79%
Estonia 64% 74%
Spain 57% 64%
Portugal 50% 51%
Italy 49% 51%
Croatia 49% 54%
Source: EUROSTAT

9. Winner takes all: TV still dominates public
consciousness… and grows
Advertising market in Italy by media, 2010
100% = 8.6bn 53.6% 2010 vs.
2009
26.6%
6.4%
5.4%
4.2%
3.8%
Total TV Print Direct mail Radio Internet* Other
+3.8% +6.0% -4.3% +8.5% +7.7% +20.1% +7.5%
* Includes display and affiliation; does not include search engines
Source: Nielsen

10. Leading telcos: Telecom/TIM, Vodafone, Wind/Infostrada
Telecommunications Market, Italy, 2010 Estimate
~21€ bn ~20€ bn
MVNOs 2% ~7% Others
~8% ~4%
~18% ~9%
~9%
~36%
~70%
~36%
Mobile Fixed
Source: Financial reports

11. The recession was severe, and the technology
market suffered disproportionately
3.0% ICT
2.4% 2.1%
1.9% 2.0%
1.6% 1.5% 1.3% 1.3%
1.2% 0.9% 1.0% GDP
0.8%
0.1% 0.4%
-0.4% -0.2%
-0.6%
-1.0%
-1.4%
-2.3% Telecoms
-3.0%
-5.1%
-8.1%
2004 2005 2006 2007 2008 2009 2010 2011 (forecast)
Source: Assinform/NetConsulting

12. 2011 and beyond
Market drivers:
• Cloud Computing
• Digitalization of public administration
• Mobile Broadband
• Tablets
• eCommerce
• Social Networking
• SMEs
Digital Agenda:
• Digital Single Market
• Interoperability and Standards
• Trust and Security
• Very Fast Internet
• Research and Innovation
• Enhancing e-skills
• ICT for Social Challenges
• International
Source: Assinform/NetConsulting; European Commission Information Society, Digital Agenda for Europe 2010-2020

13. And what of Italyʼs digital agenda?
(Hint: there is none)
• On Jan. 31, a group of 100 digital leaders in
Italy published an invitation to our political
leadership to agree on a digital agenda within
100 days
• Today it is Day 46…

14. If you are a new media entrepreneur in Italy…
1 Bootstrap!
(Friends & family funding)
2 Find business angels
• IBAN (http://www.iban.it/)
• Italian Angels for Growth (http://www.italianangels.net/)
3 Find a seed fund and/or incubator
• Dpixel (http://www.dpixel.it/)
• H-farm Ventures (http://www.h-farmventures.com/)
• Annapurna Ventures (http://
www.annapurnaventures.com/)
4 Find a VC
• 360 Capital Partners (http://www.
360capitalpartners.com)
• Innogest (http://www.innogest.it/)

15. Tech Innovators &
Entrepreneurs

16. My avatar My books My agency
(HAGAKURE)

17. From the folks who brought you punctuation,
the Gioconda and the Mp3

18. Made in Italy?

19. ST Microelectronics
(NYSE: STM)
- 10Bn€ revenue
- European semiconductor leader
- Maker of iphone gyroscope
Pasquale Pistorio - long term
president of the company

20. Funambol
- Head in Silicon Valley, developers in
Pavia, Italy
-Funded by 5 funds for >25M$
- Industry innovative company
recognition (http://www.funambol.com/about/recognition.php)
Fabrizio Capobianco - Founder of
Funambol

21. Yoox
- 2010 revenue 214M€ (+ 40%) profits 9m€ (+122%)
- Stock doubled its price in 1 year
- White label ecommerce provider for brands
Federico Marchetti - fondatore di
Yoox

22. Winx
- European leader in kids animation
- WINX business is estimated 2Bn€
- Hollywood movies, theme parks,
world class merchandising
Iginio Straffi - Inventor of the Winx
Dolls

23. Gioco Digitale
- Leader in online gaming (poker in 1 year
(>30M€/month for Poker)
- GD founder (Gualandri) in the board of BWIN
- Recently bought by BWIN for 2.3M stocks of
BWIN and 50M €
Carlo Gualandri - founder of Gioco
Digitale

24. The italian genius needs
a supportive, innovative,
renaissance-like
platform and infrastructure

25. Social Media in Italy
50
–
million
people
– 40
30
et
20 Users
Intern
a
Use rs
Social
Medi
10
Users
e-­‐commerce
0
2006 2007 2008 2009 2010
Fonte:
Between,
ICT
Monitor
Consumer,
2010,
daB
a
giugno
di
ciascun
anno
Base:
popolazione
italiana
adulta
(15-­‐74
anni)
–
45,9
mln
Definizione
UtenB
Social
Media:
uBlizzano
almeno
un
social
network
o
blog
personale
©
2011
–
Between

26. Internet access (fixed/mobile)
Fonte:
Between,
Osservatorio
Banda
Larga,
2010
©
2011
–
Between

27. Drivers for mobile connectivity
Interest
for
mobile
connec5vity
80%
Interested
Users*
0%
e-­‐mail Social
Network video News Info-­‐commerce Film Foto/video e-­‐banking
Fonte:
Between,
Osservatorio
Banda
Larga,
giugno
2010
Base:
utenB
Internet
≥15
anni
(24,5
mln) *Mobile
users
through
cell
phone
or
USB
internet
key
©
2011
–
Between

28. Drivers
for
e-­‐commerce
Fonte:
Between,
ICT
Monitor
Business,
2010
Base:
imprese
1-­‐9
adde
informaBzzate
(con
PC)
©
2011
–
Between

29. The intersection between
mobile/ecommerce-payment/social media
can be that platform?

30. Social/New Media Trends
(Italians do it social)

31. Scenario
January 2011 (Nielsen)
25,8M active users (pop: 54,7M)
December 2010 (Nielsen)
Member communities u. 21,3M 84,9% +15,7% Y/Y
Coupons u. 8,7M - Groupon 5M - Groupalia 1,5M
Women 46% +24% Y/Y
>54 15% +46% Y/Y
April 2010 (Nielsen Global survey)
2nd in social networks/blogs 78% penetration
1st in Facebook 66% penetration

32. Social Media Trends - Facebook
18 M active users
12 M daily active users
4 M mobile active users
>30 y.o. 47%
2.5 M active users in Rome
1.8 M active users in Milan
1st social network, huge potential for social promotion
Source: http://www.vincos.it/2011/02/07/facebook-in-italia-gennaio-2010-infografica/

33. Social Media Trends - Twitter
October 2010 (Twitter semi-official)
1.3 M registered user
350K active users (monthly)
7.8 M unique visitors on Twitter.com
Growning popularity during last months
new deals with Vodafone and Wind for SMS services
Not mainstream yet, influencers and professionals are in
Source: http://www.vincos.it/2010/10/10/quanti-italiani-usano-twitter/

34. Social Media Trends - Blogs
November 2010 - Liquida & Human Highways
5.6 M blog readers
3.2 M blog commentators
1.7 M active bloggers
new media ventures like IlPost.it (inspired by HuffPost)
mainstream, tv journalist and anchor-men use it
Blog is not dead, more and more influencial on media
landscape
Source: http://www.slideshare.net/liquida/analisi-del-ruolo-dei-blog-nellinformazione-di-
attualita

35. Social & New Media Trends - Other
15-24 > 47% smartphone penetration (US 33%, DE 29%)
15-24 > 64% advanced use penetration (US 83%, DE 47%)
Linkedin has more than 1M active users
Alexa - Top sites Italy
2nd Facebook, 4th Youtube, 7th Blogger.com, 15th Twitter, 17th Linkedin,
18th Wordpress.com
ebooks sold in 2010: 100K (0.01%) US is 8.6%
ebook titles available March 2010: 8K (US 1M, UK 500K)
Localised version is a must, Italians like to watch tv and video,
potential for business social services

36. Resources, Blogs & More... (1)
Web magazine
Punto Informatico www.punto-informatico.it
Aggregator
BlogBabel (ranking) http://it.blogbabel.com
Liquida http://www.liquida.it
Blogs (english)
David Orban http://www.davidorban.com
Startup.eu http://www.thestartup.eu
Sara Rosso http://www.sararosso.com/
Blogs (Italian)
VIncenzo Cosenza http://www.vincos.it/

37. Resources, Blogs & More... (2)
Recent study
Socialmediability (social media and business)
http://www.slideshare.net/mastersocialmedia/il-socialmediability-delle-aziende-
italiane
The Italian blogosphere
http://www.vincos.it/2010/02/03/la-blogosfera-italiana-i-cluster/
Networking
MIlanIn http://www.milanin.com/
Blog networks
Blogo http://www.blogo.it
Blogosfere http://www.blogosfere.it
Web tv federation
Altratv http://www.altratv.tv

38. Events (1)
IAB Forum (Rome and Milan): main web business event, free, expo, keynote and
panel discussions. Focus on advertising
www.iabforum.it
Social Media Week (Rome and Milan): many small and medium events in a week
time, free. Focus on social media
www.socialmediaweek.org/milan
SMAU (Milan, Bologna, Rome): expo, workshops. Free. Focus on technology,
software, hardware, web solutions.
http://www.smau.it
Blogfest (Riva del Garda): bloggers' gathering, parties. Free. Focus on blogs,
society, media, entertainment.
http://www.blogfest.it

39. Events (2)
Girl Geek Dinners (Milan, Bologna, Rome): parties, keynote. Free by invitation.
Focus on women and technology.
www.girlgeekdinnersmilano.com/
Barcamp: unconference, free, niches. Free.
http://www.barcampitalia.org/
Web Analytics Strategies (Milan): workshop, keynote, expo, free. Focus on social
media, mobile and search analytics.
http://www.webanalyticstrategies.com/
World, Words, Web: keynote, panel discussions, free. Focus on sustainability,
activism and social web
http://www.zoes.it/wowowe
International Journalism Festival: new media track, workshop, free. Focus on
media and journalism
http://www.festivaldelgiornalismo.com/

40. Social Web Keys
• Local language, local culture, local partner
• International blogosphere, You can rely in english
• Tv rules, in newspapers, in daily chat and also online
• Facebook is the social platform where to start
• Twitter is cool to engage with influencers and niches
• Mobile web services opportunities

41. Contacts
Gianfranco Chicco Marco Massarotto
Twitter @gchicco / @confbasics Twitter @marcomassarotto
Profile About.me/gchicco Company www.hagakure.it
Blog ConferenceBasics.com Linkedin linkedin.com/in/marcomassarotto
Linkedin linkedin.com/in/gchicco Facebook facebook.com/marcomassarotto
Email gian@conferencebasics.com Email marco@hagakure.it
Paola Bonomo Luca Conti
Twitter @livepaola Twitter @pandemia (ITA) @lucaconti (ENG)
Blog livepaola.wordpress.com/ Blog www.pandemia.info
Linkedin linkedin.com/in/bonomo Personal blog luca.wordpress.com
Email paola.bonomo@gmail.com Linkedin linkedin.com/in/lucaconti
Facebook facebook.com/lucaconti

42. http://slidesha.re/SXSW2011-TechSummitItaly