IT Based Creative Industry--Women Empowerment

IT Based Creative Industry -The Enabler for Women Empowerment Sri Safitri Senior Manager Marketing PT Telkom Indonesia

Outline

Creative Industry at a Glance

The Information Technology Based Creative Industry

How IT Based Creative Industry Empowers Women

Telkom Initiatives to Support the Industry

Q&A

Creative Industry at a Glance

“ Creative Industries as those industries which have their origin in individual creativity, skill & talent, and which have a potential for wealth and job creation through the generation and exploitation of intellectual property and content” (United Kingdom Department for Culture Media & Sports Task force) Creative Industry Defined

Creative Industry Landscape in Indonesia Source: Departemen Perdagangan RI 2008 Creative Industry Classification Number of Creative Industry Companies Creative Industry Exports Averaging Rp.70 Trillion Annually

The Information Technology Based Creative Industry

Etc. Digital Visual Effect CG Animation Interactive Games Graphic Design Information Technology Computer Software Enabler Enhancer Information Technology as an Enhancer for the Existing as well as an Enabler for the New Form of the Creative Industry The Creative Industry Structure Source: Andi S.Boediman,”Creative Industry Ecosystem in Indonesia” 2008

Improve Productivity & Competitiveness

Improve Distribution & Wider Customer Target (Internet – Web 2.0)

IT as the Enabler for the New Form of Creative Industry The Graphic Design Industry – Enabled Through IT Information Technology gives the individual the freedom, the more simple and efficient methods to create, combine symbols, images, words, and to create a visual representation of ideas and message. The Ideas The IT Tools The Creative Results Etc…

IT as the Enhancer for Existing Creative Industry The Publishing & Printing Industry - Going Digital "Sales of e-books will total $2.2 billion in 2009 from $182 million in 2004. By 2009, e-books will constitute 8.2 percent of the total book publishing market in Asia/Pacific." (PricewaterhouseCoopers Global Entertainment and Media Outlook: 2005-2009 ) The Digital Content The Digital Reader

Building the IT Based Creative Industry in Indonesia – Current Situations & Challenges Lack of Venture Capital for the Indonesian IT Based Creative Industry Graphic Design – 60 schools,12.000 students Information Technology – 900 schools, 200.000 students Example of The Biggest Graphic Industry Exhibition in Indonesia Difficult to widely uphold the Intellectual Property law

The IT Based Creative Industry in Indonesia

Indonesia l ocal game production

W inner of A sia- P acific ICT Award

Interactive Games News Portals ………… ..and many more Leo Dance – Leo Snack (Garuda Food) TNT Drive Game – TNT Logistics

All games developed by A-Box Activities Games, Jakarta

Founded in Jakarta, 2007, focused on developing Advergame

Interactive Advertising Source: Andi S.Boediman,”Creative Industry Trend 2009” 2009, Bullit Sesariza 2009 Business Software

How IT Based Creative Industry Empowers Women

IT Based Creative Industry Opens Up New Opportunities and Creates a Level Playing Field for Women to Work-in

The IT Based Creative Industry relies on the individual creativity, skills and talent, not on ones physical strength.

The IT Based Creative Industry offers less confinement between the home and the workplace by optimizing the use of the IT network infrastructure (internet, intranet, remote connection, etc.)

The IT Based Creative Industry with its core business being the intellectual properties & content of the individual opens up new entrepreneurship opportunities.

Women’s Success Stories in The IT Based Creative Industry -1 Shenan Reed Name of Company : Morpheus Media Description : Interactive Marketing & Advertising Agency (Utilizing the Online Media) Success Story : Increase sales revenue up to 1650% from 2003 ($2million) to 2007 ($35 million) “ What Morpheus does isn't like offline advertising, Reed notes. "When we put it live, within 24 hours we know what it's doing--and we can change it, optimize it, rotate in something new.” Jaqueline Beauchamp Name of Company : Nerjzed Game Studio Description : Interactive Game Studio Success Story : The first black-owned development studio to create a game for Xbox 360 (Top Leading Game Console by Microsoft). "Video games are driving scripts and vice versa. There's a convergence between the two, and what better place to be than in a position of knowing how to do both and knowing how to make those experiences cross different media?" Advertising Interactive Game

Women’s Success Stories in The IT Based Creative Industry -2 Vani Kola Name of Company : RightWorks Description : e-Procurement Company Success Story : Sold RightWorks for $22 million in cash and about $635 million in stock and went to set-up Certus Software which targeted the Sarbanes-Oxley compliance space and became a market leader in the financial compliance market Shafi Goldwasser Name of Institution : Massachusetts Institute of Technology Description : Top Rank Research Institute in the world Success Story : Two-time recipient of the Godel Prize ( a prize for outstanding papers in theoretical computer science ) “ Software business models are fundamentally changing, so lots of interesting companies that provide a service-based applications will have a role.” Susan Decker Name of Company : Yahoo! Description : WorldWideWeb Directory & Innovation Company Success Story : As the President of Yahoo!, Decker has emphasized finding new ways to monetize advertising, and during the past year, Yahoo! announced partnerships with a dozen firms, including Google, Wal-Mart, Havas Digital and Publicis Group, in hopes of creating more than $1 billion in new revenues. Computer Service & Software Computer Service & Software Research & Development

How the IT Based Creative Industry Suits Women in Indonesia The Required Basic Creative Talent The Creative Industry in Indonesia The Tools to Enable & Enhance – Creating the IT Based Creative Industry In terms of creative talent, men and women basically have equal footing. Unlike Labor work where physical strength is required, the creative industry creates that level playing field for men & women Most Creative Industry in Indonesia suits women very well. Women actually tend to perform much better in the field such as fashion, design, crafts, advertising, performance art and music . The lack of Information Technology skills amongst women might be an obstacle, but that is due only to the reluctance of most women to embrace IT and not because they lack the competence to learn it. Just need a little encouragement Information Technology 1 2 3

Lets Grab the Opportunities...

Cause in Reality, There are No Road Blocks for Women

in the IT Based Creative Industry…

Telkom Initiatives to Support the Industry

Indigo: The Digital Business Unleashed

Integrated initiatives of Telkom Group to enable and encourage healthy creative industr ies and communities based on digital business in Indonesia

Indigo (Indonesia n Digital Commun ity )

Encourage “Valuetainment Creativity”

Indigo Business Model Map

Distribution

SMS

Portal

Distro

Indigo Corner

Production

Applications

Content programs

TV program

Movie production

CDs/DVDs

Promotion

Portal

SMS promo

Flyers/ Posters

Print ads

TV Ads

Events

Magazines

Education

Seminar

Training

Workshop

Competition

Incubation

Competition

Game

Education

Music

Animation

SMS promo

Broadcast

Top up alert

Registration alert

Missed call alert

SMS advertising

Events

Exhibitions

Indigo on stage

Community gathering

Portal

Banner

Microsite

Newsletter

eMail trailer

Content programs

Regular by CPs

Co-branding

Group synergies

Applications

In-house

White label

Group synergies

Portal

SMS Menu

WAP

Web

Voice content portal

Java

UTK/STK

UMB/USSD

Portal

On portal

Off portal

Microsites

Off Portal

CPs’ portal

Group’s portal

OLO’s portal

etc

Incubation

Non profit

Soft loan

Venture

SpeedyTrek : Xpose Ur Music

A Community Program that facilitate the Indonesian music ecosystem .

The musicians can express and expose their work.

The fans can listen, download and promote their favorite track.

SpeedyTrek will become the Indonesian music development barometer and as an excellent talent pool that can be utilized by the music talent seekers.

SpeedyTrek Ecosystem Concept Support Merchandising For member to crowd. [communication strategy] Member/Band Music Critics & Enthusiasts Increasing quality Strategy & communication building. Merchandise producer SPEEDYTREK is the media for all element to be engaged - The Ecosystem Vision The Crowd MEDIA SPEEDYTREK Program