Tech Summit Italy - SXSW 2011

SXSW 2011Technology Summit Italy

•Introduction• Infrastructure• Tech Innovators / Entrepreneurs• Social/New Media• Q&A

Paola BonomoHead of Online Services @ Vodafone ItalyMarco MassarottoFounder @ Hagakure, Digital Marketing AgencyLuca ContiJournalist, Web 2.0 Analyst, AuthorGianfranco ChiccoCOO @ La Red Innova / Consultant @ ConferenceBasics

Scenario &Infrastructure

Think of Italy as (at least) two countries Quality of the education system: Secondary schoolsʼ performance in OECD PISA literacy & math tests, 2006 Finland 548 Canada 526 Australia 517 Japan 511 Italy – top regions (NE) 506 Germany 500 France 492 Spain 471 Italy - average 460 Greece 460Italy – bottom regions (S) 421 Source: OECD; www.slideshare.net/paola.bonomo/presentazione-di-roger-abravanel-conferenza-stampa-15- luglio-2010-qualit-e-merito-per-risolvere-lemergenza-educativa-italiana

University education lags behind… Percent of population aged 25-34 that has attained tertiary education Percent of population aged 55-64 that has attained tertiary educationSource: OECD, Education at a Glance 2010

… although centers of excellence exist Some famous alumni • Renzo Piano, architect • Gianfranco Ferré, fashion designer • Paola Antonelli, Senior Curator Architecture and Design, MOMA • Leonardo Chiariglione, MPEG Chairman • Sergio Pininfarina, automotive designer • Pasquale Pistorio, former Chairman, STMicroelectronics • Nouriel Roubini, economist • Mario Monti, former EU Competition Commissioner • Federico Marchetti, CEO, Yoox

Broadband penetration and Internet usage show a divided country Households with a broadband Individuals who are Internet users, connection, 2010 2010 Sweden 83% 91% Finland 76% 86% Germany 75% 80% France 67% 79% Estonia 64% 74% Spain 57% 64% Portugal 50% 51% Italy 49% 51% Croatia 49% 54%Source: EUROSTAT

Winner takes all: TV still dominates public consciousness… and grows Advertising market in Italy by media, 2010 100% = 8.6bn 53.6% 2010 vs. 2009 26.6% 6.4% 5.4% 4.2% 3.8% Total TV Print Direct mail Radio Internet* Other +3.8% +6.0% -4.3% +8.5% +7.7% +20.1% +7.5%* Includes display and affiliation; does not include search enginesSource: Nielsen

Leading telcos: Telecom/TIM, Vodafone, Wind/Infostrada Telecommunications Market, Italy, 2010 Estimate ~21€ bn ~20€ bn MVNOs 2% ~7% Others ~8% ~4% ~18% ~9% ~9% ~36% ~70% ~36% Mobile Fixed Source: Financial reports

The recession was severe, and the technology market suffered disproportionately 3.0% ICT 2.4% 2.1% 1.9% 2.0% 1.6% 1.5% 1.3% 1.3% 1.2% 0.9% 1.0% GDP 0.8% 0.1% 0.4% -0.4% -0.2% -0.6% -1.0% -1.4% -2.3% Telecoms -3.0% -5.1% -8.1% 2004 2005 2006 2007 2008 2009 2010 2011 (forecast)Source: Assinform/NetConsulting

2011 and beyond Market drivers: • Cloud Computing • Digitalization of public administration • Mobile Broadband • Tablets • eCommerce • Social Networking • SMEs Digital Agenda: • Digital Single Market • Interoperability and Standards • Trust and Security • Very Fast Internet • Research and Innovation • Enhancing e-skills • ICT for Social Challenges • InternationalSource: Assinform/NetConsulting; European Commission Information Society, Digital Agenda for Europe 2010-2020

And what of Italyʼs digital agenda? (Hint: there is none)• On Jan. 31, a group of 100 digital leaders in Italy published an invitation to our political leadership to agree on a digital agenda within 100 days• Today it is Day 46…

If you are a new media entrepreneur in Italy…1 Bootstrap! (Friends & family funding)2 Find business angels • IBAN (http://www.iban.it/) • Italian Angels for Growth (http://www.italianangels.net/)3 Find a seed fund and/or incubator • Dpixel (http://www.dpixel.it/) • H-farm Ventures (http://www.h-farmventures.com/) • Annapurna Ventures (http:// www.annapurnaventures.com/)4 Find a VC • 360 Capital Partners (http://www. 360capitalpartners.com) • Innogest (http://www.innogest.it/)

Tech Innovators & Entrepreneurs

My avatar My books My agency (HAGAKURE)

From the folks who brought you punctuation, the Gioconda and the Mp3

Made in Italy?

ST Microelectronics (NYSE: STM) - 10Bn€ revenue - European semiconductor leader - Maker of iphone gyroscopePasquale Pistorio - long term president of the company

Funambol - Head in Silicon Valley, developers in Pavia, Italy -Funded by 5 funds for >25M$ - Industry innovative company recognition (http://www.funambol.com/about/recognition.php)Fabrizio Capobianco - Founder of Funambol

Yoox - 2010 revenue 214M€ (+ 40%) proﬁts 9m€ (+122%) - Stock doubled its price in 1 year - White label ecommerce provider for brandsFederico Marchetti - fondatore di Yoox

Winx - European leader in kids animation - WINX business is estimated 2Bn€ - Hollywood movies, theme parks, world class merchandisingIginio Strafﬁ - Inventor of the Winx Dolls

Gioco Digitale - Leader in online gaming (poker in 1 year (>30M€/month for Poker) - GD founder (Gualandri) in the board of BWIN - Recently bought by BWIN for 2.3M stocks of BWIN and 50M €Carlo Gualandri - founder of Gioco Digitale

The italian genius needs a supportive, innovative, renaissance-likeplatform and infrastructure

Social Media in Italy 50 – million people – 40 30 et 20 Users Intern a Use rs Social Medi 10 Users e-‐commerce 0 2006 2007 2008 2009 2010 Fonte: Between, ICT Monitor Consumer, 2010, daB a giugno di ciascun anno Base: popolazione italiana adulta (15-‐74 anni) – 45,9 mln Deﬁnizione UtenB Social Media: uBlizzano almeno un social network o blog personale© 2011 – Between

Drivers for mobile connectivity Interest for mobile connec5vity 80% Interested Users* 0% e-‐mail Social Network video News Info-‐commerce Film Foto/video e-‐banking Fonte: Between, Osservatorio Banda Larga, giugno 2010 Base: utenB Internet ≥15 anni (24,5 mln) *Mobile users through cell phone or USB internet key© 2011 – Between

The intersection betweenmobile/ecommerce-payment/social media can be that platform?

Social/New Media Trends (Italians do it social)

ScenarioJanuary 2011 (Nielsen)25,8M active users (pop: 54,7M)December 2010 (Nielsen)Member communities u. 21,3M 84,9% +15,7% Y/YCoupons u. 8,7M - Groupon 5M - Groupalia 1,5MWomen 46% +24% Y/Y>54 15% +46% Y/YApril 2010 (Nielsen Global survey)2nd in social networks/blogs 78% penetration1st in Facebook 66% penetration

Social Media Trends - Facebook18 M active users12 M daily active users4 M mobile active users>30 y.o. 47%2.5 M active users in Rome1.8 M active users in Milan1st social network, huge potential for social promotionSource: http://www.vincos.it/2011/02/07/facebook-in-italia-gennaio-2010-infograﬁca/

Social Media Trends - TwitterOctober 2010 (Twitter semi-ofﬁcial)1.3 M registered user350K active users (monthly)7.8 M unique visitors on Twitter.comGrowning popularity during last monthsnew deals with Vodafone and Wind for SMS servicesNot mainstream yet, inﬂuencers and professionals are inSource: http://www.vincos.it/2010/10/10/quanti-italiani-usano-twitter/

Social Media Trends - BlogsNovember 2010 - Liquida & Human Highways5.6 M blog readers3.2 M blog commentators1.7 M active bloggersnew media ventures like IlPost.it (inspired by HuffPost)mainstream, tv journalist and anchor-men use itBlog is not dead, more and more inﬂuencial on medialandscapeSource: http://www.slideshare.net/liquida/analisi-del-ruolo-dei-blog-nellinformazione-di-attualita

Social & New Media Trends - Other15-24 > 47% smartphone penetration (US 33%, DE 29%)15-24 > 64% advanced use penetration (US 83%, DE 47%)Linkedin has more than 1M active usersAlexa - Top sites Italy2nd Facebook, 4th Youtube, 7th Blogger.com, 15th Twitter, 17th Linkedin,18th Wordpress.comebooks sold in 2010: 100K (0.01%) US is 8.6%ebook titles available March 2010: 8K (US 1M, UK 500K)Localised version is a must, Italians like to watch tv and video,potential for business social services

Resources, Blogs & More... (1)Web magazinePunto Informatico www.punto-informatico.itAggregatorBlogBabel (ranking) http://it.blogbabel.comLiquida http://www.liquida.itBlogs (english)David Orban http://www.davidorban.comStartup.eu http://www.thestartup.euSara Rosso http://www.sararosso.com/Blogs (Italian)VIncenzo Cosenza http://www.vincos.it/

Resources, Blogs & More... (2)Recent studySocialmediability (social media and business)http://www.slideshare.net/mastersocialmedia/il-socialmediability-delle-aziende-italianeThe Italian blogospherehttp://www.vincos.it/2010/02/03/la-blogosfera-italiana-i-cluster/NetworkingMIlanIn http://www.milanin.com/Blog networksBlogo http://www.blogo.itBlogosfere http://www.blogosfere.itWeb tv federationAltratv http://www.altratv.tv

Events (1)IAB Forum (Rome and Milan): main web business event, free, expo, keynote andpanel discussions. Focus on advertising www.iabforum.itSocial Media Week (Rome and Milan): many small and medium events in a weektime, free. Focus on social mediawww.socialmediaweek.org/milanSMAU (Milan, Bologna, Rome): expo, workshops. Free. Focus on technology,software, hardware, web solutions.http://www.smau.itBlogfest (Riva del Garda): bloggers gathering, parties. Free. Focus on blogs,society, media, entertainment.http://www.blogfest.it

Events (2)Girl Geek Dinners (Milan, Bologna, Rome): parties, keynote. Free by invitation.Focus on women and technology.www.girlgeekdinnersmilano.com/Barcamp: unconference, free, niches. Free.http://www.barcampitalia.org/Web Analytics Strategies (Milan): workshop, keynote, expo, free. Focus on socialmedia, mobile and search analytics.http://www.webanalyticstrategies.com/World, Words, Web: keynote, panel discussions, free. Focus on sustainability,activism and social webhttp://www.zoes.it/wowoweInternational Journalism Festival: new media track, workshop, free. Focus onmedia and journalismhttp://www.festivaldelgiornalismo.com/

Social Web Keys• Local language, local culture, local partner• International blogosphere, You can rely in english• Tv rules, in newspapers, in daily chat and also online• Facebook is the social platform where to start• Twitter is cool to engage with inﬂuencers and niches• Mobile web services opportunities

ContactsGianfranco Chicco Marco MassarottoTwitter @gchicco / @confbasics Twitter @marcomassarottoProﬁle About.me/gchicco Company www.hagakure.itBlog ConferenceBasics.com Linkedin linkedin.com/in/marcomassarottoLinkedin linkedin.com/in/gchicco Facebook facebook.com/marcomassarottoEmail gian@conferencebasics.com Email marco@hagakure.itPaola Bonomo Luca ContiTwitter @livepaola Twitter @pandemia (ITA) @lucaconti (ENG)Blog livepaola.wordpress.com/ Blog www.pandemia.infoLinkedin linkedin.com/in/bonomo Personal blog luca.wordpress.comEmail paola.bonomo@gmail.com Linkedin linkedin.com/in/lucaconti Facebook facebook.com/lucaconti

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