1. “ Mapping the Future" “Preservation and enhancement of CH” Unit Luxembourg, January 28, 2003

2. Intelligent Heritage The industry perspective Flavio Tariffi, SPACE S.p.a. Goals The opportunity The market What the industry needs 4 examples Conclusions

3. Goals At the workprogramme level: Improving access to C&SH objects Re-creating and visualising objects Creating new forms of user experience Closer to the market: integration, downstream solutions targeting reference communities Recognition of the commercial value of CH Therefore: what the industry will need to make this a reality

4. The opportunity: scenario There is a strong push towards a new “Industry of Imagination” Individual experience is key in the “age of access” and new services The “Erlebnispark” model: special places concentrate experience Towards new widespread large- bandwidth value-added services

5. The opportunity: challenges Connecting the building blocks Bringing the results to everybody Technically, I.e., make it feasible, ubiquitous and mobile Economically Culturally Move from showcases mostly in the high arts towards local identity and “minor” heritage

7. The market Public Administrations for new cultural services New jobs and services in the field of tourism E-learning and education Media and publishing: leisure and information services via large- bandwidth, satellite, mobile 3G and beyond

8. The industry needs… value chains to attain critical mass E.g.: synthesis/display/TLC/object/context Create integrated value chains and real “experience services” Shaping user compliance Not asking users to adapt to technology but making it seamless Making services available on a significant scale Move from exception (proofs of concept and demonstrators) to normality Build on standards and shared platforms

9. 4 examples

10. Example 1 Experience Parks Provide integrated edutainment systems Competitive advantage: based on real, historic assets they make more visible and entertaining, rather than on totally re- created (artificial) environments Target: addressing an enormous continental and foreign public Side effects: strong inter-relations with tourism, e-learning (see the case study), e- commerce, publishing, games

11. Case study: the CHOSA trial

13. Example 2 – Leisure Virtual communities and added-value services in large-bandwidth environments Competitive advantage: history and a common culture as aggregators for Europe-wide services Target: users of games (one of the leading phenomena in the industry) and digital entertainment services Side effects: on e-work, e-business One example: the Renaissance project

14. Example 3 New publishing services Novel ways to create user experience on new and “traditional” assets Competitive advantage: can be done elsewhere, but Europe has a clear “cultural” lead Target: addressing on most topics a world- wide audience (see the case study below) Side effects: stimulates TLC, the e-commerce value chain, cultural tourism; revitalises the role of publishers

15. Case study: OpenDrama

16. Example 4 Science Parks Making science a live, direct experience Competitive advantage: can be “bundled” with schools, will benefit from significant eEurope funds for e-learning Target: mostly but not exclusively the younger generations Side effects: effects on publishing, games, tourism (science parks are physical places) One example: the City of Science created in naples

17. Conclusions IH: an exciting opportunity for the industry in general and for the EU one in particular The industry will ask for fewer showcases and p.o.c. and more viable integrated solutions that can go large-scale More innovation (make the new happen) and less invention (exploring the radically new) Core actors to work together: visual technology, TLC, tourism, games/leisure, publishing and P.A. Less VR of showcase monuments and more diffused, local heritage: bring IH everywhere