Berlin has experienced strong growth in its creative and technology industries since the fall of the Berlin Wall. The city is now home to over 34,000 companies and 255,000 jobs in sectors like IT, media, design, and biotechnology. The Senate Department for Economics aims to further support innovation and growth through its Projekt Zukunft cluster initiative. Projekt Zukunft connects industry stakeholders, provides funding and resources, and develops strategies to optimize conditions for the technology and creative sectors. Examples of support programs include coaching for startups, funding for international trade fairs, and competitions to foster new applications. Projekt Zukunft works to strengthen cross-sector collaboration and address challenges like integrating the diverse

1. Unlocking Innovation and Growth in Berlin
Senate Department for Economics, Technology and Research
Division Communication, Media, Creative Industries | Projekt Zukunft
October 2014

2. Berlin - City Overview - General
 Berlin is a city of culture, media and science
 One of the most visited tourist destinations in Europe
 Berlin is home to highly ranked universities, research institutes,
sporting events, orchestras and museums
 Berlin is Germany's largest city
 Area of 892 qm/ embedded in European plains/ 33% nature
 Berlin is a young, international and religious diverse city
 Berlin 3,4 million/ Metropolitan Area 5 million inhabitants
 > 790,000 people (23%) under 25 years
 15% non-German citizens from 195 countries
 50% Protestants/ Catholics/ Muslims/ Jewish/ Buddhists

3. Berlin - City Overview – Economic
 Fundamental structural change since 1989 (fall of the wall)
 Primarily based on service sector, significant industries include
IT/ creative industries, pharma, biotechnology, optoelectronics,
traffic engineering and renewable energy
 Growth of service & creative industries has gone hand in hand
with decline in industry and construction
 But: more than 100,000 new jobs in the last ten years
 Nominal GDP 85 billion €/ GDP per Capita up to 32,500 €
 Small and medium-size companies are key to Berlin’s economy
 Around 40,000 new businesses per year

4. About us
Projekt Zukunft
 Initiative/ Part of Economic Department since 1997
 Managing the cluster „IKT Media Creative Industries“,
largest cluster in Berlin
 To optimize growth conditions and to stimulate innovation
 Connecting technology and content creation
 Broad range of services
 Developing and implementing policies
 2.5M € budget for infrastructural projects yearly with influence on
20M € yearly
 www.projektzukunft.berlin.de
www.projektzukunft.berlin.de 4

6. Cluster Management Activities
Information/
Services
Headquarter
Newsletter
Mediation
Website
Sectorspecific
Studies
Networking
Workshops
Roundtables
Conferences
Joint fair
presentations
Matchmaking
Weeks
Strategies and
Cluster
Management
Strategy IT
Strategy
Creative
Industries
Financal Support
Loans/ Garantees
GRW
Foreign Trade
Program
Microloans
VC Fonds
Coaching for
Creative Enterprises
Competitions
Serious Games
Visual Effects
eBooks
European and international
Cooperations
Crowdfunding/
crowdinvesting
Unesco
Creative Cities Network
Open Cities
Cross Innovation
European Creative
Industries Alliance
Innovation Voucher
Digital/ Innovation
Agenda

7. Cluster Management`s Fields of Action
- Establishing networks/ participating in international networks
- Marketing activities/ awareness
- Joint strategy building process together with companies
- Adapting/ developing financing instruments
- Establishing international relevant platforms in Berlin
- Opening new markets/ supporting distribution activities
- Supporting innovation hubs
- Focusing on technological trends/ new business opportunities
- Fostering cross innovation/ cross sectoral collaboration

8. Cluster Structure/ Collaboration
Business Development &
Investor Support
SENATE
Chamber of Industry &
Commerce
Steering Committee
IT/ Creative Industries
ClusterManagement Projekt Zukunft
Publish Ass. Music Commission Create Berlin SIBBGames BITKOMmedia. net
33.972 Companies and 255.300 Jobs

9. Growing Figures/ Share of Berlin´s Economy
 20,300 (2000)  34,000 companies (2012)/ 24% of economy
 190,000 (2000)  255,000 jobs (2013)/ 18%
 16,8 bn € (2000)  28,2 bn € turnover (2012)/ 16%
Growth since 2000
 Companies + 67%/ + 14.000 companies
 Jobs + 34%/ + 65.000 jobs
 Turnover + 68%/ + 11,4 bn €
=> Strong economic upgrowth even during crisis (2008)
=> Highest CI contribution to regional economy in Germany
Cluster „ICT, Media, Creative Industries“
www.projektzukunft.berlin.de 9

10. Cluster Figures in Detail/ Definition
www.projektzukunft.berlin.de 10
Cluster 2012/ 2013
Companies
2012
Turnover in
TEUR 2012
Jobs 2013
Music 1.265 1.021.626 12.740
Book Market 1.758 821.300 8.681
Art Market 2.555 552.552 6.205
Film Market 1.896 802.985 10.631
Broadcasting 1.679 1.867.180 26.024
Performing Arts 1.664 504.506 13.249
Design Market 4.246 801.544 12.349
Architecture 2.680 452.763 8.939
Publishing Market 1.894 2.952.866 11.370
Advertising Market 1.061 681.709 11.265
Software/ Games 3.957 2.665.025 47.087
ICT 2.929 8.022.875 27.910
Diverse CI/IT 6.388 7.121.003 58.866
All 33.972 28.267.934 255.316
Definition of CCI in Germany: Culture and creative industries comprise of all
cultural and creative enterprises that are mainly market-oriented and deal
with the creation, production, distribution and/or dissemination through the
media of creative goods and services.

11. Cluster „ICT, Media, Creative Industries“

12. www.projektzukunft.berlin.de 12
Cluster Context: Multiple Stakeholders

13. Milestones in Berlin´s Policy
1997 1999 2000 2002 2005 2008 2009 2010 2012
IT/ Digital
Initiative
Projekt
Zukunft
Mobile Broad-
band Initiative
New Media/
IT Dialogue
IT Security IT
Strategy
Internet
of Services
Open Source/
Open IT
Serious
Games
Competition
Broadband
Strategy
EU Projects
REDICT,
EU Digital Think
Tank,
Open Cities
Open Data
Initiative
Bronze Label
for Cluster
Management
IT Marketing
Campaign
„Iog in Berlin“
Fairs: dmexco:
SXSW, Dublin
Summit, Mobile
World Congress
2005 2006 2008 2009 2010 2012 2013 2014
Creative Industries
Creative
Industries
Report
Creative
Industries
Strategy
Networks in
Music, design,
Games…
Certification
Unesco City
of Design
Foreign Trade
Supporting
Program
Platform
Creative-
city-Berlin
Fashion, Design
Music, Games,
Web Week
VC Fonds
Creative Industries
KCC Coaching
Center
more than
20 thematic
competitions
Strategy
for Design
Sector
Design
Transfer
Bonus
Programm
EU Projects
Cross
Innovation/
ECIA
Study
regarding
Innovation
Labs
Strategy
for Digital
Economy
www.crowdfunding
-berlin.com-
Platform
Focus on
Digitisation (Smart
Cities/ Industry 4.0
(etc.) and Cross
Innovation

14. Role of Government
- Optimizing growth conditions for companies of the cluster
- Strong role because PZ is cluster manager and part of ministry
- Enabling and fostering cross sectorial collaboration and
collaboration between science, economy and administration to
stimulate innovation
- Policy instruments: funding/ financing, coaching, marketing,
presentations abroad, incubator/ spaces, cross sectoral projects,
calls/ competitions
- Joint strategy building process together with companies

15. Role of Private Sector
- Active involvement of stakeholders and networks
- As advisors in boards and expert roundtables giving
recommendations what should be modified and how
- As beneficiaries of supporting programs and network projects
- Joint strategy building process

16. Berlin´s Best Practises
Optimizing Growth Conditions

17. Creative City Berlin
 Website covering all fields of
cultural & creative industries in
Berlin
 For locals and foreigners
 Information about funding,
networks, fairs, events, jobs ..
 Coming: project exchange/
jobs/ more interactive tools
 150.000 visitors monthly
 www.creative-city-berlin.de/
Information & Service
www.projektzukunft.berlin.de 17

18. Creative Coaching Center
 Subsidized coaching for start-ups
and established enterprises of CI
 Individual mentoring by professional
coaches with CI experience
 Seminar + workshop programs
 100 counselees per year
 Funded by ERDF/ state funds
 Since 2008
 www.tcc-berlin.de
Professionalization
www.projektzukunft.berlin.de
Financing
Business Plan
Organisation
Marketing & Sales
Strategy
Controlling
Market Analysis
18

19. Opening up New Markets
 Subsidies for joint presentations at
trade fairs (economic focus)
 More than 100 presentations since
2006/ up to now 1M € per year
- Design – Milan/ Asia/ America
- Fashion – Paris/ NY
- Art – Basel/ Miami
- Film – Los Angeles/ Cannes
- Music – SXSW Austin
- Software – CeBIT/ dmexco/ etc.
 Evaluation/ new pilot actions
 www.ibb.de/nme
Internalization
www.projektzukunft.berlin.de 19

20. 
Waves of Innovation

21. 
Drivers and Dimensions of Innovation

22. Access to Finance
www.projektzukunft.berlin.de
VC Fonds Creative Industries
 To strengthen equity of creative
enterprises and finance innovative
products & services
 Investment: max. 1.5M € per round,
minority share of 15% (max. 49%),
private 50% co-investment needed
 Results: 400 evaluated, 100 financed
 ERDF/ state: 30M € volume/ + 40M €
 2008 – 2013/ continued til 2020
 www.ibb-bet.de
22

23. Berlin – Made to Create Calls
 Since 2009, 20 thematic calls
 Serious Games, Apps4Berlin, e-books,
design & healthcare, fashion,
webradio, geoapps, etc.
 Topics like “Sharing Economy”, “Cross
Innovation” coming in 2014/ 2015
 innovation/ talent support
 Coaching, prize money, PR support
 More than 1.500 applications, more
than 100 winners, more than 550.000 €
 www.berlin.de/projektzukunft/wettbewerbe/
Access to Finance/ Talent Support
www.projektzukunft.berlin.de 23

24. Innovation support: Cross Sectoral
www.projektzukunft.berlin.de
Hybrid Platform Berlin
 Platform for interdisciplinary
cooperation
 Arts University + Tech University
+ research + industry
 Combining arts, design, technology,
engineering
 Developing projects and formats
for tomorrows innovation
 Co-financed by ERDF, since 2010
 www.navi-bc.de/
24

25. Innovation Support: Vouchers
www.projektzukunft.berlin.de
Design Transfer Bonus
 Innovation Vouchers up to 15.000 €
 Transfer of know-how between design
and traditional SMEs
 Funded = services such as consulting,
project management and design for
modified products and services
 Healthcare/ Mobility/ Optic
 Since 2011
 250 applications/ 100 financed
 www.designtransferbonus.de
25

26.  1 of 50 co-working spaces in Berlin
with 120 desks to rent, incl.
facilities
 Flexible rates, reasonable costs
 Open to all CI sectors  platform
for interdisciplinary exchange
 Excellent for start up companies
 “Open Design” workshops/ Fab-
Labs
 Around 100 innovation labs
Innovation support: Incubators
www.projektzukunft.berlin.de 26
Berlin as city with highest density
of co-working spaces and
innovation labs in Europe

27. Access to Finance
www.projektzukunft.berlin.de
Crowdfunding Berlin Platform
 Aggregator: collecting all
crowdfunding/ crowdinvesting projects
of Berlin based entrepreneurs from
German and worldwide platforms
 Starting February 2014:
 Successful finished: 100/ 18
 Just started: 40/ 8
 Fundament for market research,
additional workshops & competitions
 www.crowdfunding-berlin.com
27

29.  Smart Data, Big Data, Geo Data, Data Analytics
 Open IT (Open Data/ Open Standard)
 Internet of Things/ Cloud Computing/ Interoperability
 Mobile Solutions
 Digital Media (VoD, realtime advertising, streaming music, digital
newspaper, MMOGs, multichannel distribution, etc.)
 Design & Usability
 Smart City/ Industry 4.0/ e-Health/ e-Mobility/ Smart Energy
 IT- Security
 E-Government
 Digital Infrastructure
www.projektzukunft.berlin.de 29
Topics

30. - How to integrate 34.000 companies/12 sectors in strategy
building?
- Linking technology, content creation with business/ societal needs
- More intersectoral collaboration needed (resources?)
- No clear structure between ministry (steering) and supporting
agencies – based on political decisions
- Strong focus on innovation/ digitisation/ developing a Digital
Agenda for Berlin
www.projektzukunft.berlin.de 30
Challenges

31. Senate for Economics, Technology and Research
Division ICT, Media, Creative Industries
Tanja Muehlhans
tanja.muehlhans@senwtf.berlin.de
www.projektzukunft.berlin.de
www.projektzukunft.berlin.de
Contact
31