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Digital Content Cluster<br />Incubation Center<br />May, 2011<br />
Digital Content Eco System<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<b...
Infotainment<br />Commerce<br />Communication<br />Social Media<br />Search & Applications<br />Information:<br /><ul><li>...
Education
Culture and heritage
Religious
Health
Government
Directory</li></ul>Entertainment:<br /><ul><li>Lifestyle
Sports
Community
Gaming
Audiovisual
Youngsters
Personalization
Shopping
In-store applications
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Mr. Marwan Maarouf's presentation at QITCOM 2011 | Session 3 | Day 1

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Transcript of "Mr. Marwan Maarouf's presentation at QITCOM 2011 | Session 3 | Day 1"

  1. 1. Digital Content Cluster<br />Incubation Center<br />May, 2011<br />
  2. 2. Digital Content Eco System<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<br />Economic Indicators of Digital Content & online Advertizing Revenues<br />Qatar’s Arabic Digital Content Cluster<br />ictQATAR Digital Content Incubation Center <br />2<br />
  3. 3. Infotainment<br />Commerce<br />Communication<br />Social Media<br />Search & Applications<br />Information:<br /><ul><li>News and finance
  4. 4. Education
  5. 5. Culture and heritage
  6. 6. Religious
  7. 7. Health
  8. 8. Government
  9. 9. Directory</li></ul>Entertainment:<br /><ul><li>Lifestyle
  10. 10. Sports
  11. 11. Community
  12. 12. Gaming
  13. 13. Audiovisual
  14. 14. Youngsters
  15. 15. Personalization
  16. 16. Shopping
  17. 17. In-store applications
  18. 18. Transactions
  19. 19. Micro and macro payments
  20. 20. Government services (transactions)
  21. 21. e-Banking
  22. 22. Email
  23. 23. Messaging (text and multimedia)
  24. 24. Chat / Instant messaging
  25. 25. Voice and video telephony
  26. 26. Social network
  27. 27. User generated content
  28. 28. Blog
  29. 29. P2P
  30. 30. Forum
  31. 31. Search engine
  32. 32. Productivity applications
  33. 33. Maps / navigation
  34. 34. Calendar
  35. 35. Online storage
  36. 36. Remote surveillance</li></ul>Digital content is any content created, used, shared, accessed and preserved in a digital format<br />Digital Content Definition<br />3<br />
  37. 37. Digital Content Eco System<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<br />Economic Indicators of Digital Content & online Advertizing Revenues<br />Qatar’s Arabic Digital Content Cluster<br />ictQATAR Digital Content Incubation Center <br />4<br />
  38. 38. Digital localized needs are not being met by current regional offerings<br />Less than 1% of world digital content is in Arabic<br />Low<br />High<br />Gap Analysis by Segment<br />Main Needs<br />Current Players<br />Level of Compelling Offerings<br />Opportunity for Digital Content Cluster<br /><ul><li>Regional players: low quality & bad customer experience
  39. 39. Social media is covered by int’l players only
  40. 40. Infotainment: Sports, Games, News & Audiovisual
  41. 41. Heavy consumers of UGC, Email/Chat and Social Networks
  42. 42. Less than 1% of content in the world is in Arabic, while the Arab World is the fastest growing internet user segment
  43. 43. International players are not serving the MENA region with targeted and customized content,
  44. 44. Regional players are still embryonic and not sophisticated
  45. 45. International benchmarks and offline needs analyses suggest that many potential users are not yet connected, because their needs are not currently being fulfilled on the digital front</li></ul>Youth Users<br /><ul><li>Needs served by regional players
  46. 46. Finance/Business players still small
  47. 47. Business/Finance, News & Productivity Apps
  48. 48. Biggest Digital Spenders</li></ul>Professional<br />Female Socialite<br /><ul><li>Lack of comprehensive digital offering to cover female needs
  49. 49. Fashion, Celebrities, Health and Fitness
  50. 50. Heavy Shoppers and Social Media Users
  51. 51. Low quality regional offering (except for News)
  52. 52. Sports, News, Tech/Gadgets & Autos/Motors</li></ul>Leisure Male<br />Source: Booz & Company analysis<br />5<br />
  53. 53. Digital Content Eco System<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<br />Economic Indicators of Digital Content & online Advertizing Revenues<br />Qatar’s Arabic Digital Content Cluster<br />ictQATAR Digital Content Incubation Center <br />6<br />
  54. 54. c<br />Digital content revenues are expected to more than double in the next few years, driven by content sales and advertising<br />Total MENA Digital Content Market Projections<br />(2010 - 2015) (In US$ Million)<br />CAGR<br />(2010 - 2015)<br />MENA Digital Content Revenues Split<br />(2015) (In US$ Million)<br />Online<br />6,725<br />Mobile<br />Commerce1<br />+20%<br />55%<br />2,837<br />Mobile<br />134<br />2,467<br />16%<br />2,753<br />1,422<br />172<br />Online<br />2,703<br />14%<br />Mobile <br />2,837<br />1,411<br />Online <br />61<br />2010<br />2015<br />Advertising Sales<br />Sales of Goods and Services<br />Content Sales<br />Broadband Connections (in Mn)<br />57%<br />13<br />188<br />Mobile Connections (in Mn)<br />7%<br />237<br />364<br />1) Commerce values include the cost of goods sold<br />Source: Parc, Zenith Optimedia, Standard Chartered Global Focus, Madar Research, Booz & Company analysis<br />7<br />
  55. 55. %<br />Online advertising in the MENA region is lagging behind developed markets, but is expected to reach over $950 million by 2014…<br />MENA Online Advertising Revenues1<br />(2009 - 2014) (In $ Million)<br />Online Advertising Growth Drivers<br /><ul><li>Spend per internet user is still far behind the world average, leaving significant room for growth
  56. 56. Continuing growth in internet penetration (especially broadband penetration) is expected to boost the share of online advertising
  57. 57. Development of creative agencies for Online advertising
  58. 58. Digital advertising and marketing know-how is increasing in the region
  59. 59. Increased measurability of ad exposure, and efficient use of audience targeting tools
  60. 60. Growth in Arabic and regional content
  61. 61. Economic downturn resulting in greater focus on online as a more efficient and targeted media</li></ul>+55%<br />2009<br />2014<br />2012<br />2011<br />2013<br />2010<br />% of Total Ad Market<br />1) Prior to the recent global economic developments, online advertising was expected to reach 6% of the total ad market by 2014<br />Source: Madar, Zenith Optimedia, Parc, Booz & Company analysis<br />8<br />
  62. 62. 9%<br />growth pattern of online advertizing as more developed markets<br />Comments<br />Online Advertising as % of Total Advertising<br />(Selected Countries) (In %)<br /><ul><li>For selected international countries (Poland, Netherlands, France, Australia, China), we plotted the online vs. total advertising spend starting the year when they had a ratio similar to the current MENA region
  63. 63. A comparison of the average growth of the selected countries to the projected growth in the MENA region reveals that the forecasts are in line with historic growth in more developed markets</li></ul>MENA<br />Average<br />Poland<br />Internet Advertising % of Total Advertising Market (2007)<br />Netherlands<br />US<br />Europe<br />MENA<br />France<br />11.9%<br />11.8%<br />0.67%<br />Average Advertising Spend per Internet User (2007)<br />GCC/Levant<br />World<br />US<br />$1.97<br />$27.27<br />$58.76<br />Year 1<br />Year 2<br />Year 3<br />Year 7<br />Year 6<br />Year 5<br />Year 4<br />Source: Madar, Group M, Parc, Booz & Company analysis<br />9<br />
  64. 64. Digital Content Eco System<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<br />Economic Indicators of Digital Content & online Advertizing Revenues<br />Qatar’s Arabic Digital Content Cluster<br />ictQATAR Digital Content Incubation Center <br />10<br />
  65. 65. The digital content cluster would require the full range of support services while leveraging Qatar’s enabling environment <br />Digital Content Cluster - Required Services and Enablers<br />Provide VC funding / grants and incubation services to support innovation in identified digital content focal plays<br />Provide bandwidth and connectivity services at subsidized prices<br />Digital <br />Content<br />Cluster<br />1<br />2<br />3<br />4<br />Infrastructure<br />Offer one-stop-shop for facilitation of government procedures (business set up services), property management services, admin and IT support<br />Enablers<br />Laws & Regulation<br />Enable digitization and rights management support for tenants and external stakeholders <br />Coordinate licensing and regulation of companies within cluster and linked<br /> to digital content production and distribution<br />Source: Booz & Company analysis<br />11<br />
  66. 66. Digital Content Incubation Center<br />Defining Digital Content<br />The Need for a Localized National Digital Content Strategy<br />Economic Indicators of Digital Content & online Advertizing Revenues<br />Qatar’s Arabic Digital Content Cluster<br />ictQATAR Digital Content Incubation<br />12<br />
  67. 67. Digital Cluster Incubation Center tenants should cover the concept to commercialization phases of the innovation value chain<br />Digital Content Cluster - Innovation Value Chain<br />Conceptualization<br />Commercialization<br />Growth<br />Market Development<br />Idea<br />Prototype<br />Product Develop.<br /><ul><li>Foster innovation and creativity in developing local, Arabic content
  68. 68. Ensure content production that can be distributed over multiple platforms (e.g. online and mobile channels)
  69. 69. Provide a supportive environment for ICT entrepreneurs and SMEs during their commercialization phase with an aim to create a digital content sustainable ecosystem, supporting Qatar’s overall knowledge economy</li></ul>Objective<br /><ul><li>Product concept
  70. 70. Testing
  71. 71. Copyrights / patent clearance
  72. 72. Prototype design
  73. 73. Prototype development and testing
  74. 74. Initial product development
  75. 75. Proof of concept
  76. 76. Go-to-market strategy
  77. 77. Business development
  78. 78. Marketing and promotion
  79. 79. Product portfolio growth
  80. 80. Geographic expansion</li></ul>Description<br />Source: Booz & Company analysis<br />13<br />
  81. 81. Plan to launch Incubator service offering, four incubator functions are identified <br />Incubator Service Offering<br />Incubator Functions<br />Expected<br />Launch Date <br />Office Space and Conference Facilities<br />Basic<br />Services<br />3 YEARS<br />Tenant Facilitation<br />March 2011<br />Telecom / IT Services<br />Accounting & Legal Services<br />Government “One-Stop-Shop”<br />Talent Recruiting<br />Dec 2011<br />Innovation Mgt<br />Business and IP Consulting<br />Innovation Platforms<br />Value-Added <br />Services<br />Networking<br />Market Intelligence<br />Market Development<br />Dec 2011<br />Marketing and Promotion<br />Center of Excellence<br />Services<br />Pre-sales and Matching Services<br />Strategy & Business Development<br />Strategy and Business Development<br />March 2012<br />Access to <br />Funding<br />14<br />
  82. 82. Funding remains one of the biggest challenges Access to different types of funding should be made available<br />Funding<br />Key Considerations <br />Grants<br /><ul><li>Explore opportunities to leverage National Research Fund to provide R&D grants for Digital Content research projects for tenants in their conceptualization phase</li></ul>Enterprise Qatar <br />(EQ) <br /><ul><li>Provide support to early start-ups and SMEs through dedicated government and industry funds, Enterprise Qatar (EQ)</li></ul>Angel Investments<br /><ul><li>Develop network of local and regional business angel investors to fund start-up and early stage companies (typically 100-200k USD)
  83. 83. Attract equity funding from local, regional and international Venture Capital firms, for early stage and growth companies requiring larger capital infusions (typically 1-5m USD) </li></ul>Venture Capital<br /><ul><li>Not preferred option as start-ups/entrepreneurs lack credibility/tract record to secure favorable loan conditions, with high-risk for ictQATAR as guarantor; could be employed for late-stage, growing tenants</li></ul>Debt<br />
  84. 84. Government entities as key Stake Holders for the Strategic Initiatives to build an Innovation & Entrepreneurship Environment<br />Strategic Initiatives<br />Actions Required<br /><ul><li>Setup a Single Window for the Incubation Center to obtain quick registration approvals
  85. 85. Automate & Reduce the number of steps and days it takes to setup a business in ICT sector (Business Support Services)</li></ul>One Stop Shop for <br />Gov’T Procedures<br /><ul><li>Approve Anchor Foreign Tenants in the Incubation Center to have 100% ownership
  86. 86. Direct Foreign Investor applications relevant to Digital content to ictQATAR for screening and possible partnership</li></ul>Foreign <br />Investments<br />Capital <br />Requirements<br /><ul><li>Reduce Capital requirements for ICT companies and especially those starting in the incubation center
  87. 87. Enactment of e-Commerce Law
  88. 88. launch Intellectual Property Laws covering Digital space (IP)
  89. 89. Launch and Implement a Digital Rights Management Framework (DRM)</li></ul>Consumer & <br />Digital Rights Laws<br />Funding <br /><ul><li>Support ictQATAR in obtaining funding for ICT companies as part of the Enterprise Qatar Funding Scheme (EQ) to grow the SME Segment
  90. 90. Additional Funding from a newly established.</li></li></ul><li>FahrasQatar was launched and Qatari Young Entrepreneurs Selected as Pilot & Soft Launch of Incubation Center<br />Phase I (March 2010)<br /><ul><li>35 Applications received
  91. 91. 5 disqualified 30 Shortlisted</li></ul>5<br />Disqualified<br />35<br />Applications<br />30<br />Shortlisted<br />30<br />Phase II (April 010)<br /><ul><li>2 Coaching sessions
  92. 92. 4 days of coaching
  93. 93. 3 Coaches</li></ul>19<br />2nd Coaching Session<br />22<br />1st Coaching session<br />4<br />Teams merged into 2<br />28<br />Phase III (May 2010)<br /><ul><li>5 Scorers
  94. 94. Average 3 scores per BC
  95. 95. 10 Shortlisted BCs
  96. 96. 10 presented
  97. 97. 3 Selected
  98. 98. 1 Awarded and Signed Agreement for Incubation</li></ul>10<br />Shortlisted<br />17<br />Submitted BCs<br />11<br />Withdrew<br />10<br />
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