How Italian Avatars Interpret and How Swabian Medium-sized Companies Learn About Social Media

With about 1,100 participants the international conference for creative industries, Create10 and the German Multimedia Summit (DMMK) exceeded the expectations of the hosts. In two days of conference on the 10th and 11th November representatives from the industry and trade met designers and communication strategists at Römerkastell in Stuttgart. They sketched successful strategies for the European creative industries and discussed current topics and trends with international media researchers, experts from the mobile branch and games developers. Klaus Haasis, CEO of MFG pointed out that the opening of the Create10 and the DMMK formed the beginning of four days full of topics for the creative industries, in which MFG brought together 1,700 participants from different branches and areas.

"Social media demands a complete reorientation: It is not the trademarks which communicate with the users today, but the users who communicate with the trademarks. Through this, new possibilities result for marketing research and product development at present", said Arndt Groth, the President of BVDW. Due to this, Jessica Greenwood, Deputy Editor of the London Contagious Magazine gave a crash course on modern marketing with exciting practical examples from all over the world. Her demand: Successful marketing must be user-oriented and entertaining at the same time.
According to Microsoft Germany Director Ralph Haupter, cloud services are also particularly user-oriented. "Cloud computing allows for the processing of enormous distributed data sets and opens new dimensions for creative pioneers: Without cloud computing a film like Avatar could probably never have been realised economically." Michael Bassier, Manager of the new media agency Bassier, Bergmann and Kindler and Stefan Büscher, Porsche's Marketing Manager explained, how they have used the Internet successfully for many years, for example with viral YouTube videos as instrument for sales increase for the Stuttgart sports car manufacturer. And Alf Henryk Wulf, Chairman of the board of Alcatel Lucent Germany, presented business models for the new user and net generation.

Creative Talent on Stage

The fact that Baden-Württemberg can count on its new generation, was impressively proven by young talent on Wednesday evening at the "Creative Talent Pitch". Selected Karl-Steinbuch-scholarship holders and participants of the MFG WISTA programme presented their innovations on stage to a large audience in the Phoenix hall. Carina Silberer from Heidelberg presented HeiNER, a system which she had developed together with her fellow students in the subject computational linguistics at the University of Heidelberg. The idea behind it: Computer shall learn to answer directly to questions and automatically filter the correct results from a large context. In order to train the system, all articles from the online-encyclopaedia Wikipedia was searched in over 250 languages for a proper name. HeiNER convinced the audience and Carina Silberer received the MFG support package for young founders as well as start-up capital of 300 euros.

Digital Business Forum - Practical Examples from Precursor-Enterprises from Baden-Württemberg

“Our country can only maintain ground in international competition of economic locations if, - as in the Digital Business Forum - up-to-date knowledge is brought into the enterprises, through strategic alliances shared with the competitors and transferred flexibly into economic use“, stressed the Minister of Economic Affairs Ernst Pfister with the opening of the second day of event. At the Digital Business Forum, which was organised by MFG together with the Ministry of Economic Affairs Baden-Württemberg, the participants experienced how they can integrate digital technologies in marketing and sales concepts. Precursor enterprises like the Ostfildern automation experts from Pilz or the tool specialists Tooltechnic Systems from Wendlingen granted a view at their communication strategies and provided different tools to measure success of social media activities.

Booked out Panels, Workshops, and Public Lectures at the CReATE-Forum

In the booked out panels of the CReATE-Forum international mobile phone experts, games developer and communication strategists talked about the change of a whole branch. During the morning of the second day, MFG CEO Klaus Haasis presented five meaningful trends to the participants, which could influence the European creative industries decisively in the next ten years. The fields of research were identified by MFG together with partners in context of a large European project and released in a joint research agenda.

IT-trends were made tangible through interactive workshops in the afternoon. The participants became acquainted with new possibilities in the area of human-computer interaction, for example through a virtual avatar, which automatically translates Italian moving picture contributions by analysing of the natural language into sign language. More than 100 international participants from countries such as France, Great Britain, or Italy used the Create10 in order to compare cross-border current developments of the creative industries and also to learn from each other.

Printable Pictures:
Selected photo material can be found in our press room. Additional pictures of the event can be found in our Flickr album as well as on request.

Further Links:
www.create10.eu
www.dmmk.de
www.twitter.com/mfg_innovation and www.twitter.com/dmmk (Hashtags: #create10, #dmmk)
Videos on YouTube
Keynotes on Sevenload
www.lets-create.eu

Media Partners and Sponsors
Adzine Magazin, B2B Online-Marketing-Blog, Bassier, Bergmann und Kindler, Brandeins, business on, BVIK, Contagious Magazine, Cyberforum, Deutscher Drucker, dmc digital media center, DOK.magazin, eCommerce Magazin, fischerAppelt tv media, Fischer's Archiv, förderland, GFM Nachrichten, Heidelberg mobil International, hitcom new media, hmmh multimediahaus, Huber Verlag, iBusiness, Innovationsmanager, Internet World Business, Kommunikationsverband, Marketingbörse, Markt und Mittelstand, mediatreff, Medienforum Freiburg, Medienhaus Verlag GmbH, memonic, MHMK - Macromedia Hochschule für Medien und Kommunikation, Mr. Wong, My Miki, Netvico, next, ONEtoONE, Page, Popbüro Region Stuttgart, press1, Stadt Stuttgart, Social Media Akademie, Technology Review, VDMA Verlag, Weave, Wirtschaftsförderung Region Stuttgart

About MFG Baden-Württemberg
As Public Innovation Agency for ICT and Media, MFG Baden-Württemberg has been strengthening Baden-Württemberg as a business location for IT, media and creative industries since 1995. MFG improves regional innovation and competitiveness including the promotion of regional, national and international cooperation. Its focus is on the support of successful entrepreneurship especially in small and medium-sized companies, also connecting them with application-oriented research and public funding programmes.

About German Multimedia Summit (DMMK)
For more than 18 years the German Multimedia Summit (DMMK) has been one of the most important industrial meeting places of the interactive scene in Germany. As trendsetter for interactive media, DMMK shows which perspectives can be offered through the use of digital technologies now and in the future. Highly qualified representatives of the digital industry and representatives from famous user brand names present and discuss controversial trends and case studies from Internet, e-business and new media.

About Create10
The European future conference for digital trends in the creative industries, Create10 takes place for the first time on the 10th and 11th November, 2010 in Stuttgart, together with the renowned German Multimedia Summit 2010 (DMMK). Promising future trends for the European creative industries will be presented, new business models in user industrial sectors and success factors for online marketing in B2B communication. Create10 is connected to the great success of the Creativity World Forum 2009 in Stuttgart, which has set new standards for the transnational exchange of European creative industries.