1. 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
@maxkaiser

2. www.slideshare.net/maxkaiser
@maxkaiser

3. @maxkaiser

4. 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
@maxkaiser

5. however
@maxkaiser

6. re-use of cultural heritage resources by
creative industries, organisations and
individuals is impeded by a
number of obstacles
(organisational, technical, legal, cultural, …)
@maxkaiser

7. 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)
@maxkaiser

8. measures → impact
provide Open Lab produce a
environments for Content Re-Use
experimenting with Framework for
cultural content Europeana
increase the re-use
→ of cultural heritage
resources by
Creative Industries
deliver technical inspire and support
infrastructure to creative industries
enable creative to re-use Europe’s
re-use cultural heritage
@maxkaiser

9. 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 €
@maxkaiser

10. 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
@maxkaiser

11. 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
@maxkaiser

12. 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
@maxkaiser

13. @maxkaiser

14. 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
@maxkaiser

15. 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
@maxkaiser

16. 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
@maxkaiser

17. our
objectives
@maxkaiser

18. objective 1
establish the Europeana Open Laboratory
Network as a sustainable environment for
experimentation and stakeholder
@maxkaiser
http://d.lib.ncsu.edu/collections/c
atalog/ua023_025-003-bx0005-
004-028
engagement

19. why?
→ no platform to facilitate & inspire
1
stakeholders to experiment with re-use of
cultural heritage resources
→ access to documentation and sector
knowledge scattered
@maxkaiser

20. how? / 1
→ Open Culture Labs: access to metadata and
1
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
@maxkaiser

21. how? / 2
→ facilitate:
1
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
@maxkaiser

22. 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:G
lenfiddich_Distillery_stills_hall.jpg

23. why?
2
→ current Europeana Licensing Framework
applies only to metadata
→ lack of a Licensing Framework for
content prevents re-use at scale
@maxkaiser

24. how?
→ implement Europeana Content Re-use
2
Framework in co-ordination with
Europeana Cloud
→ provide a permission management
infrastructure allowing content providers to
communicate conditions for content re-use
scenarios
@maxkaiser

25. 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/neuberg
@maxkaiser
er_w_252_roehrenpruefgeraet_frage_zur_erw
eiterung.html

26. why?
→ Europeana supports only search & display of
3
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
@maxkaiser

27. how? / 1
3
→ 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
@maxkaiser

28. how? / 2
→ key areas of service enhancement:
3
→ 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
@maxkaiser

29. objective 4
create
five pilot applications
in five thematic areas
http://d19sdi931o025v.cl
oudfront.net/cdn_120402
150336/images/detailed/
4/airline-pilot.jpg

30. thematic areas
→ history education
4
→ natural history education
→ tourism
→ social networks
→ design
@maxkaiser

31. why?
→ currently no “real-world” applications to
4
inspire projects based on re-use of
cultural heritage aggregated by
Europeana
→ no clear incentive for creative industry to
work with this material
@maxkaiser

32. how? / 1
→ five thematic areas: promising economic /
4
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
@maxkaiser

33. how? / 2
→ use methodologies & facilities of Open Lab
4
→ 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
@maxkaiser

34. 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

35. why?
→ no current opportunity for creative
5
industry to engage directly with
Europeana stakeholders to propose new
products and services
@maxkaiser

36. how? / 1
→ open innovation challenges in the 5 areas
5
→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
@maxkaiser

37. how? / 2
5
→ 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
@maxkaiser

38. 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

39. why?
→ no clear business models for re-use projects
6
that demonstrate sustainable relationships
between key customers, channels, resources,
partners and costs
→ wider industry adoption will depend on creation
of these models
@maxkaiser

40. how?
→ key stakeholders:
6
→ 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
@maxkaiser

41. objective 7
evaluate the results at key points in the
project and measure their success against
http://en.wikipedia.org/
wiki/File:Explorer_10_in
spection.jpg the strategic objectives

42. why?
→ Integrate learning capacity into the
7
structure of the engagement
→ strong evaluation and feedback loop will
result in better-tested and more
immediately applicable outcomes
@maxkaiser

43. how? / 1
→ evaluate:
7
→Europeana Open Labs Network
→technical infrastructure & service development
→Europeana Content Re-use Framework
→pilots
→spin-off projects
→business models
→sustainability plan
@maxkaiser

44. how? / 2
→ promote continual improvement through the
7
lessons learnt
→ apply learning to improve each cycle
→ refine processes, procedures, products,
approaches
@maxkaiser

45. objective 8
http://gratuitouslyy
ours.wordpress.com
/tag/fuck-door-to-
door-salesmen/
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

46. why?
→ without effort to engage stakeholders:
8
→ 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
@maxkaiser

47. how?
→ 2 target stakeholders:
8
→ 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
@maxkaiser

48. our
strategy
http://www.subbrit.org.u
@maxkaiser k/rsg/sites/w/wartling/in
dex.html

49. 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
@maxkaiser

50. our
methodology
@maxkaiser

51. 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
@maxkaiser

52. methodology / 2
→ support approach by three additional activities:
1. marketing and promotion
2. evaluation
3. business sustainability
@maxkaiser

53. pilot → challenge → spin-off
co-funded pilot incubated spin-off
incubate
plan design prototype deploy evaluate
refine
challenge
@maxkaiser

54. the
project
@maxkaiser

56. 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
@maxkaiser