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Europeana and its partners have set out to build the open trusted source for European cultural heritage content. Due to the enormous efforts by partners, we now have close to 30 million objects in the Europeana repository, a fantastic achievement. The central question in this session will be how we can improve the quality of our offering. We have already established that we need to provide more direct access to content. But what does that mean in practical terms? Direct links to the digital object on a provider's website? Hosting the digital content on Europeana itself? And what does that mean for Europeana's business model? Related questions are: how do we motivate our partners to share their very best material? What should the aggregation infrastructure look like in 2020? And should it be cloud-based? What role should user-generated content play?