Master Plan for the Cluster ICT, Media and Creative Industries - Berlin and Brandenburg

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Master Plan for the Cluster ICT, Media and Creative Industries - Berlin and Brandenburg
Master Plan for the Cluster ICT, Media
              and Creative Industries
                      Berlin and Brandenburg
Master Plan for the Cluster ICT,
Media and Creative Industries
Berlin-Brandenburg
4       Master Plan Cluster ICT, Media and Creative Industries – Contents

    Contents

    Preface����������������������������������������������������������������������������������������������������������������������������������������������� 7

    The Master Plan at a glance������������������������������������������������������������������������������������������������������������� 8

    1	The Cluster ICT, Media and Creative Industries Berlin-Brandenburg�������������������������������� 12
    1.1    Self-conception of the Cluster������������������������������������������������������������������������������������������������������������������������������������12
    1.2    Industry dimensions���������������������������������������������������������������������������������������������������������������������������������������������������13
    1.3    Player structure in Berlin and Brandenburg���������������������������������������������������������������������������������������������������������������15
           Scientific research�����������������������������������������������������������������������������������������������������������������������������������������������������15
           Economy��������������������������������������������������������������������������������������������������������������������������������������������������������������������15
           Associations, networks and initiatives�����������������������������������������������������������������������������������������������������������������������18
    1.4    Role of Cluster management�������������������������������������������������������������������������������������������������������������������������������������19

    2      The Master Plan����������������������������������������������������������������������������������������������������������������������� 22
    2.1    Framework�����������������������������������������������������������������������������������������������������������������������������������������������������������������22
    2.2    Task and objective�����������������������������������������������������������������������������������������������������������������������������������������������������23
    2.3    Updating process�������������������������������������������������������������������������������������������������������������������������������������������������������24

    3      Fields of innovation����������������������������������������������������������������������������������������������������������������� 28
    3.1    Focus: Creation���������������������������������������������������������������������������������������������������������������������������������������������������������29
           The creative industries as an impetus provider���������������������������������������������������������������������������������������������������������29
           The media as a cosmos of information and experience��������������������������������������������������������������������������������������������31
           Open IT����������������������������������������������������������������������������������������������������������������������������������������������������������������������33
    3.2    Focus: Processing�����������������������������������������������������������������������������������������������������������������������������������������������������35
           Artificial intelligence (AI)��������������������������������������������������������������������������������������������������������������������������������������������35
           Platform economy������������������������������������������������������������������������������������������������������������������������������������������������������38
           Big data����������������������������������������������������������������������������������������������������������������������������������������������������������������������39
    3.3    Focus: Networking�����������������������������������������������������������������������������������������������������������������������������������������������������41
           5G applications and infrastructure�����������������������������������������������������������������������������������������������������������������������������41
           Internet of Things�������������������������������������������������������������������������������������������������������������������������������������������������������43
           Blockchain�����������������������������������������������������������������������������������������������������������������������������������������������������������������46
    3.4    Focus: Use�����������������������������������������������������������������������������������������������������������������������������������������������������������������49
           Extended reality (XR)�������������������������������������������������������������������������������������������������������������������������������������������������49
           Geo IT������������������������������������������������������������������������������������������������������������������������������������������������������������������������51
           Information security and data privacy������������������������������������������������������������������������������������������������������������������������53
    3.5    Technology monitoring�����������������������������������������������������������������������������������������������������������������������������������������������55
           High-performance computing (HPC)�������������������������������������������������������������������������������������������������������������������������55
           Quantum computing��������������������������������������������������������������������������������������������������������������������������������������������������56
    3.6    Overarching integrative and cross-sectoral topics�����������������������������������������������������������������������������������������������������57
           Prioritising sustainable innovations����������������������������������������������������������������������������������������������������������������������������57
           Qualified workforce����������������������������������������������������������������������������������������������������������������������������������������������������57
           Areas and locations���������������������������������������������������������������������������������������������������������������������������������������������������58
           Smart city and smart country�������������������������������������������������������������������������������������������������������������������������������������58
Master Plan Cluster ICT, Media and Creative Industries – Contents                                      5

4     Guidelines and key focal points of the Joint Innovation Strategy�������������������������������������� 62
4.1   Digitalisation��������������������������������������������������������������������������������������������������������������������������������������������������������������62
4.2   Real-world laboratories and test fields�����������������������������������������������������������������������������������������������������������������������63
4.3   Work 4.0 and a qualified workforce���������������������������������������������������������������������������������������������������������������������������63
4.4   Start-ups and new businesses�����������������������������������������������������������������������������������������������������������������������������������64
4.5   Internationalisation�����������������������������������������������������������������������������������������������������������������������������������������������������64
4.6   Cross-cluster��������������������������������������������������������������������������������������������������������������������������������������������������������������65
4.7   Aligning innovations in a broader, more sustainable and more open way�����������������������������������������������������������������67

5     Bibliography����������������������������������������������������������������������������������������������������������������������������� 70

6     Imprint ������������������������������������������������������������������������������������������������������������������������������������� 76
6   Master Plan Cluster ICT, Media and Creative Industries – Contents
Master Plan Cluster ICT, Media and Creative Industries – Preface       7

Preface

The 2020 Master Plan of the Cluster ICT, Media and Cre-               The previous Master Plan provided a five-year basis for
ative Industries is the result of an interactive Cluster man-         funding and the transfer of knowledge and technology. Five
agement process involving stakeholders and players from               years is an eternity, particularly in the ICT Cluster area.
the fields of trade and industry, scientific research and ad-         Topics such as blockchain, artificial intelligence and other
ministration. We would like to thank these players for their          non-technical innovations have come along during this time.
active participation.                                                 Although these are all familiar subjects today, they were vir-
                                                                      tually impossible to predict when the last Master Plan was
The Cluster has seen much success and the world has under-            developed.
gone many changes since the first Master Plan was drawn
up in 2015. You are holding the updated Master Plan in                The Cluster ICT, Media and Creative Industries is assuming
your hands at a time when the COVID-19 pandemic has                   an overarching and binding role between fields of applica-
unleashed enormous economic and social impacts within                 tion in respect of these and many other digitally instigated
a period of only six months. Collection of topics and data            cross-cluster issues. For this reason, the Cluster sees it-
for this document and the implementation of themed work-              self as a driver of this development and is supporting, fund-
shops and expert questionnaires largely took place prior to           ing and assisting the opportunities which are arising from it.
March 2020. To this extent, they have not been influenced             The premise we are following involves continuing to develop
by the subsequent events.                                             the excellence of the existing ecosystem, strengthening on-
                                                                      going transfer of knowledge and making the results visible
Innovation, digitalisation and creativity are all integral parts of   regionally, nationally and internationally.
the Cluster ICT, Media and Creative Industries. The COVID-
9 pandemic means that greater attention is being directed             Cluster management will work in conjunction with its play-
to these three core elements once more. The creative in-              ers and use the Master Plan for the Cluster ICT, Media and
dustries, the events sector and many artists and freelance            Creative Industries to increase the radiance of the Ber-
performers have had their livelihoods removed overnight.              lin-Brandenburg economic region at a domestic and glo-
On the other hand, many start-ups and entrepreneurs who               bal level.
embraced digital innovation at an early stage have con-
tinued to display speed and agility throughout the crisis and
in some cases have even tapped into new areas of business.
Signs of overall economic recovery are emerging in the sec-
ond half of 2020, and the hope would be that this will endure
over the present Master Plan’s period of validity.

Amira Gutmann-Trieb, Head of Cluster Management                       Jan Marquardt, Head of Cluster Management

Berlin/Potsdam, September 2020
8     Master Plan Cluster ICT, Media and Creative Industries – The Master Plan at a glance

    The Master Plan at a glance

    The Master Plan for the Cluster ICT, Media and Creative In-      Chapter three (“Fields of innovation”) covers the key fo-
    dustries is the lead strategic document for the work under-      cal points of the Master Plan. This chapter principally de-
    taken by Cluster management in close collaboration with          scribes the fields of innovation of the Cluster. It places these
    the Berlin Senate Department for Economics, Energy and           in a regional context, justifies their relevance for the region
    Public Enterprises, the Ministry of Economic Affairs, Labour     and lists the aims of Cluster management. The itemisation or
    and Energy of the State of Brandenburg and the players           stipulation of specific measures, projects or initiatives is not
    within the Cluster. It provides a framework and a joint work     the intention or task of the Master Plan. Its emphasis instead
    basis that offers the Cluster players targeted support and al-   is to offer the players a structural framework to develop their
    lows them to develop their competences further, to engage        own projects, which in turn may be supported by the Cluster.
    in networking and to participate.
                                                                     Alongside the fields of innovation which are enumerated
    The Cluster is portrayed together with the players it supports   in the section entitled “Technology monitoring”, further
    in four content-oriented chapters plus an annex, and a           topics are also set out which, from today’s perspective, will
    categorisation of the Master Plan is also undertaken. The        probably be of relevance to the region in future but which
    fields of innovation, the issues forming an object of obser-     cannot thus far be specifically addressed within the scope
    vation and integrative and cross-sectoral topics are all pre-    of the fields of innovation. The final section of the chap-
    sented. This is followed by a description of the contribution    ter, “Overarching integrative and cross-sectoral topics”, lists
    being made by the Cluster to the guidelines and key focal        themes which are of equal importance to all players within
    points of the Joint Innovation Strategy of the States of Ber-    the Cluster rather than being capable of attribution to a cer-
    lin and Brandenburg (innoBB 2025).                               tain field of innovation or industry.

    The first chapter (“The Cluster ICT, Media and Creative In-
    dustries Berlin-Brandenburg”) provides an overview of the
    self-conception and structure of the Cluster and explains
    the role of Cluster management. The digital and creative
    competences of the Cluster players, both in information and
    communication technology and within the media and the
    creative industries, enable them, and by extension the Clus-
    ter, to exert an effect across sectoral boundaries as driving
    forces of digitalisation, innovation and creativity. With-
    in this process, Cluster management offers its support by
    acting as an innovation, transfer and economic develop-
    ment service provider at the interface between the groups
    of players.

    In the second chapter (“The Master Plan”), the Master Plan
    is categorised in terms of the prevailing political, techno-
    logical, economic and societal framework and with regard
    to developments. The tasks and objectives of the Master
    Plan are presented alongside the procedure for its updating.
Master Plan Cluster ICT, Media and Creative Industries – The Master Plan at a glance            9

                          Creation                        • The creative industries as an impetus provider
                                                          • The media as a cosmos of information and experience
                                                          • Open IT
   Fields of innovation

                          Processing                      • Artificial intelligence (AI)
                                                          • Platform economy
                                                          • Big data

                          Networking                      • 5G applications and infrastructure
                                                          • Internet of Things
                                                          • Blockchain

                          Use                             • Extended reality (XR)
                                                          • Geo IT
                                                          • Information security and data privacy

  Technology monitoring                                   • High-performance computing (HPC)
                                                          • Quantum computing

  Overarching integrative                                 •   Prioritising sustainable innovations
  and cross-sectoral topics                               •   Qualified workforce
                                                          •   Areas and locations
                                                          •   Smart city and smart country

 The fields of innovation are subdivided into the four main        The fourth and final chapter (“Guidelines and key focal
 focus areas of “Creation”, “Processing”, “Networking” and         points of the Joint Innovation Strategy”) categorises the char-
“Use”. The purpose of these categorisations is to provide          acteristics and contributions of the Cluster in accordance
 structure, and they should not be interpreted as offering a       with the guidelines and main focuses set out in the Joint In-
 clear-cut delineation. Both technical and non-technical innov-    novation Strategy of the States of Berlin and Brandenburg
 ation have been identified as fields of innovation within a       (innoBB 2025).
 participatively managed process. It is increasingly clear that
 players perceive innovations as being both of a technical         In light of the constant change facing the industries in the
 type and of a non-technical, market-related social and soci-      Cluster, which is frequently triggered by their innovative ideas,
 etally oriented nature. The fields of innovation represent a       the Master Plan has been structured in a way which permits
 targeted key focal point which maps the technical breadth         new developments to be addressed and predictable chal-
 of the Cluster and its players.                                   lenges to be countered.
10   Master Plan Cluster ICT, Media and Creative Industries
1 T
   he Cluster ICT, Media
  and Creative Industries
  Berlin-Brandenburg
12       Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg

     1	The Cluster ICT, Media and Creative Industries
        Berlin-Brandenburg

     1.1 Self-conception of the Cluster                                In the Cluster ICT, Media and Creative Industries, innov-
                                                                       ation is more than just the result of research and develop-
     The Cluster ICT, Media and Creative Industries in Berlin and      ment in the field of digital technologies and applications and
     Brandenburg forms a platform for information, communi-            also extends beyond the implementation and use of such
     cation, networking and cooperation between                        R&D in a knowledge-enhancing way. The players see innov-
                                                                       ation as having a non-technical, market-related social and
     •   companies,                                                    societally oriented character.

     •   scientific/research and educational institutions,             Indeed, non-technical innovations also certainly have their
                                                                       roots in technologies. Nevertheless, the primary contribution
     •   chambers,                                                     towards value creation stems from the ensuing novel prod-
                                                                       uct, service, process, organisational and marketing con-
     •   networks and associations anpolicymakers in the form         cepts and from the development of new business models.
         of the Berlin Senate Department for Economics, Energy         Social innovations are aligned to societal benefit because
         and Public Enterprises, the Ministry of Economic Affairs,     they are directed towards solving problems and challenges.
         Labour and Energy of the State of Brandenburg and the         Such innovations may, for example, involve new forms of
         economic development agencies of both states.                 social interaction, the sustainable use of resources or plat-
                                                                       form models for the joint exploitation of products or services.
     In its capacity as a supporter of economic development, the
     Cluster pools and fosters the digital, media and creative         Information, communication and media technologies
     potential of players both within Berlin and Brandenburg and       are omnipresent nowadays and merge into one another vir-
     beyond the German capital region. The numerous technolo-          tually seamlessly. The opportunities afforded by the cre-
     gies, applications, business models and methods which the         ation of new learning and experiential environments in areas
     players have in place and knowledge and competences               such as extended reality have by no means been exhaust-
     stretching across sectoral boundaries enable them to use          ed. They are, in fact, still in their infancy and are being put
     this potential to become driving forces for                       to successive use in various economic and scientific fields.
                                                                       In cross-sectoral terms, the services offered by the creative
     •   digitalisation,                                               industries in the region constitute an important foundation
                                                                       for product, service, process, organisational and marketing
     •   (technical and non-technical) innovation,                     concepts. In this case, the Cluster is supporting and promot-
                                                                       ing networking between providers and users.
     •   creativity.
                                                                       Cluster management is assisting ICT, media and creative
     The Cluster acts to encourage the transfer of knowledge           industry players in the initiation and successful execution
     and technology between its players and across industries          of specific projects of both a technical and non-technical
     (cross-cluster). Knowledge, experiences and new technolo-         nature.
     gies and applications from the players in the cluster are de-
     ployed in a wide range of sectors and represent an important     The driving and acceleration of innovations are not the
     factor in terms of increasing overall economic effective-        sole point of significance of the work of the Cluster. It is
     ness in the region. Innovations and services emerging from       also generating visibility and understanding of technical,
     the Cluster are in demand from players in all industries. Col-   non-technical and social innovations both within its bound-
     laboration and cooperation formats are just one of the ve-       aries and beyond and across other industries too.
     hicles via which the Cluster lends active support to transfer
     and networking.
Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg                              13

1.2 Industry dimensions                                                         stories and scenarios. This cross-cutting aspect can be found
                                                                                in various sectors of the Cluster and demonstrates the close
The Cluster ICT, Media and Creative Industries was estab-                       interlinking between industries and topics in the Cluster as a
lished as one of the five cross-cutting clusters within the                     whole. Such a mixture of a broad spectrum of topics and nar-
scope of the Joint Innovation Strategy of the States of Ber-                    row interlocking defines the particular character of the Cluster.
lin and Brandenburg1 in order to strengthen economic and
scientific expertise in the capital region in a targeted man-                   A further dimension of the Cluster is exhibited by a differenti-
ner. Such an objective supports the players which operate                       ation into sectors which are primarily digital in nature and
along the value chains and within specific domains of know-                     those which are either digitalised to a lesser degree or not
ledge and competence in                                                         at all. Digitalisation has become an established tool over re-
                                                                                cent years and determines the way in which work takes place
•     information and communication technology,                                 in almost every industry. It is also increasingly defining work
                                                                                processes, products and thus also patterns of (digital) thought,
•     the media and                                                             even if an end product continues to be largely analogue, such
                                                                                as a book or a work of art.
•     the creative industries.
                                                                                The combination of digitalisation and creativity is leading to in-
Figure 1 below provides a summary of the sectors and sub-                       novations outside the Cluster industries and resulting in signifi-
sectors of the Cluster and highlights the intersections of the                  cant impetuses for application sectors in other clusters.
industries within the Cluster. The computer games industry,
for example, makes use of digital tools from the ICT sector to
create its products. It also, however, integrates elements from
the media sector, which it links in a creative way to generate

                                                           Digital cluster companies
                        ICT                                                                                              CREATIVE
                                                                                                                                  I
                                                                                          Book
                                                                                                                                            ND
                                            Data processing,
                                                                         Software
                                           hosting, web portals                                   Music                  ME
                                                                                                                                              USTRIES

                                                                                                 industry
                                                                                                                             DI

                     Manufacture/repair
                                                                                                                                A

                           of IT
                                             Information
                                               security                                            Press
                                                                          Games
                   Manufacture of                                                      Radio & TV                                  Performing
                consumer electronics                                                                                                  arts
                                             IT services
                                                                                                   Film
                    Manufacture of                                      Internet,
                 telecommunications                                   social media,
                                                Geo IT                   mobile
                      technology                                                                                                                           Intervi
                                                                                                            Design industry
                                                                                             Advertising
                                       Telecommunications                                      market          Art market

Fig. 1: Sectors and subsectors of the Cluster ICT, Media and Creative Industries

1           J oint Innovation Strategy of the States of Berlin and Brandenburg (innoBB) and its continuation “innoBB 2025”, which was launched in 2019.
             Information available online at: https://innobb.de/de/in-nobb-2025-eine-neue-strategie-fuer-neue-zeiten.
14      Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg

               Fraunhofer-Institut für Produktions-                      Fraunhofer-Institut für Nachrichtentech-
               anlagen und Konstruktionstechnik IPK                      nik, Heinrich-Hertz-Institut, HHI

                                                                                                        Deutsches Forschungszentrum
                       Telekom Innovation                                                               für Künstliche Intelligenz (DFKI)
                       Laboratories

                                                                                                               Beuth Hochschule für
     Fraunhofer-Institut für Offene                                                                            Technik Berlin
     Kommunikationssysteme FOKUS

                                                                                                                    Humboldt-Universität
     Technische Universität                                                                                         zu Berlin
     Berlin
                                                                                                           Hochschule für Technik
                                                                                                           und Wirtschaft Berlin
                            Freie Universität Berlin                         Fraunhofer-Institut für
                                                                             Zuverlässigkeit und
                                                                             Mikrointegration IZM
                                                  Universität der Künste

                                                                                                                               UCKERMARK

                                     PRIGNITZ                   OSTPRIGNITZ-            OBERHAVEL
                                                                RUPPIN                                  Hochschule für nachhaltige
                                                                                                        Entwicklung Eberswalde
                                         Potsdam-Institut für
                                         Klimafolgenforschung
                                                                     Fachhochschule Potsdam

                                                                                                                BARNIM

                                             Universität Potsdam                       Hasso-Plattner-Institut                     MÄRKISCH-
                                                                                                                                   ODERLAND

                                                       HAVELLAND

                                                                                                                                     Leibniz-Institut für innovative
                                   Technische Hochschule
                                                                                                                                     Mikroelektronik IHP
                                   Brandenburg
                                                                                                                                                          FRANKFURT/
                                                                            POTSDAM                                                                       ODER
                                                                                                                               ODER-SPREE
                                                              BRANDENBURG
                                                              A. D. H.
                                                                                                                        Technische Hochschule
                                                                                                                        Wildau
                       Alfred-Wegener-Institut, Helmholtz-Zentrum
                       für Polar- und Meeresforschung (AWI)                             Helmholtz-Zentrum
                                                                                                                                                  Europa-Universität
                                                                                        Potsdam Deutsches
                                                         POTSDAM-MITTELMARK                                                                       Viadrina
                                                                                        GeoForschungsZentrum (GFZ)
                                                                                                                               DAHME-
                                                              Filmuniversität                                                  SPREEWALD
                                                              Babelsberg Konrad Wolf          TELTOW-
                                                                                              FLÄMING
     Selected main focal points of research
                                                                                                                                 Innovationszentrum für Moderne
                                                                                                                                 Industrie Brandenburg IMI
         Artificial intelligence
         IT security
                                                                                                                                                     COTTBUS
         AR/VR (XR)                                                                                 ELBE-           Brandenburgische
         Design and usability                                                                       ELSTER                                                 SPREE-
                                                                                                                    Technische Universität
                                                                                                                                                           NEISSE
         Geo IT                                                                                                     Cottbus-Senftenberg
         Internet of Things                                                                                               OBER-
         Blockchain                                                                                                       SPREE-
                                                                                                                          WALD-
         5G mobile communications                                                                                         LAUSITZ

     Fig. 2: Summary of higher education and extra-university research institutes of relevance to the Cluster in the region (focused extract) [representation by: i-vector]
Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg      15

1.3 Player structure in Berlin
    and Brandenburg

Scientific research                                              Economy
The Berlin-Brandenburg capital region has a multitude of         The Cluster is characterised by a heterogeneous company
higher education and extra-university research institutes        structure and consists of a broad range of companies. Archi-
which operate across a broad specialist spectrum with re-        tecture, software providers and games are all represented.
gard to the main focal points of the Cluster. Figure 2 pro-      There is also a multifarious start-up scene, which includes
vides a summary. Alongside those listed, there are various       FinTech (financial services), LegalTech (legal services) and
other institutes active in the region which have intersections   PropTech (real estate services) companies.
to the main focal points of the Cluster. These cannot be item-
ised individually at this juncture.                              Both the chambers of commerce and industry and the cham-
                                                                 bers of crafts and trades in the region provide central rep-
                                                                 resentation and lend active support to these companies by
                                                                 offering a wide range of services and events.

                                                                 The summary of the industries within the Cluster underlines
                                                                 its diversity.

                                                                 Industries represented in the Cluster

                                                                   •   Architecture market
                                                                   •   Book market
                                                                   •   Performing arts
                                                                   •   Design industry
                                                                   •   Film industry
                                                                   •   Information and communication technology
                                                                   •   Art market
                                                                   •   Music industry
                                                                   •   Press market
                                                                   •   Broadcasting industry
                                                                   •   Software/games
                                                                   •   Advertising
16       Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg

                     Music industry                                                                                                   Book market
                               4%                                                                                                     5%

                   Other industries                                                                                                   Art market
                               4%                                                                                                     8%

                                                                                                                                      Film industry
                                                                                                                                      5%

                                                                                                                                      Broadcasting industry
              Information and
                                                                                                                                      4%
     communication technology
                         14%

                                                    Abbildung :3Anteil der Branchen im Cluster 2017 bezogen auf die Anzahl der Unterneh-
                                                                                                             Market
                                                    men [Darstellung i                                       for performing arts
                                                                       -                                     4%

                   Software/games                                                                                                     Design industry
                              14 %                                                                                                    21 %

               Advertising market
                             4%
                       Press market                                                                                                   Architecture market
                               4%                                                                                                     4%

      Fig. 3: Proportion of industries in the Cluster in 2017 relating to number of companies [representation by: i-vector; data source: Cluster Monitoring]

      The design industry accounts for 21% of companies in the
      Cluster and thus makes up its largest proportion. It is fol-
      lowed by information and communication technology and
      software/games, each of which makes up 14% of the Clus-
      ter companies.
Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg                                         17

                                                       49830
                                           %
               44850                 + 11
                                                                                                                                     45460597
                                                                                                                           1%
                                                                                                                       +2
                                                                                                37615606
                                                       Media and                                                                        Media and
                                                      the creative                                                                     the creative
               Media and
                                                       industries                                                                       industries
              the creative           + 13 %                                                       Media and

                                                                         Cluster
               industries                                                                        the creative         + 23 %
    Cluster

                                                                                                                                                         Cluster
                                                                                                  industries

                                                                                      Cluster
                                                                                                                                            ICT
                                                                                                     ICT              + 25 %
                  ICT                + 14 %                ICT

                                                                                                   Others             + 24 %               Others
                 Others               + 3%               Others

                2014                                    2017                                       2014                                    2017
Fig. 4: Development of the number of companies in the Cluster from 2014            Fig. 5: Development of turnover of Cluster companies from 2014 to 2017
to 2017 [representation by: i-vector; data source: Cluster Monitoring]             [representation by: i-vector; data source: Cluster Monitoring]

The development of companies in the Cluster since publica-                                                                             266468
tion of the first Master Plan may be viewed as having been
                                                                                                                         4%
very positive. Around 5,000 companies (11%) have joined                                                               +2
the Cluster since 2014. The Cluster ICT, Media and Cre-                                          214196                                Media and
ative Industries consists of just under 50,000 companies                                                                               the creative
                                                                                                                                        industries
and is the biggest cluster in the capital region.2
                                                                                                  Media and
                                                                                                 the creative         + 31 %
                                                                                                                                                        Cluster

The number of companies is not the only aspect which has                                          industries
seen a positive development over recent years. Turnover
                                                                                      Cluster

has also risen. Viewed across the whole of the Cluster, com-                                                                                ICT
panies recorded a growth in sales of around 21% (from 2014                                           ICT              + 44 %
to 2017). The differences between the industries in the Clus-
ter are marginal.
                                                                                                   Others             + 15 %               Others

The number of employees subject to mandatory social insur-
ance contributions has also developed positively over the                                          2014                                    2018
past few years. An increase of around 24% took place be-
tween 2014 and 2018. This means that more than 50,000                              Fig. 6: Development of employees subject to mandatory social insurance
additional persons found a job at a company in the Cluster                         contributions from 2014 to 2018 [representation by: i-vector; data source:
                                                                                   Cluster Monitoring]
in 2018 as compared to 2014.

2             The values listed here are not comparable with figures issued by other bodies because a different counting method is used.
18      Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg

     Associations, networks and initiatives                                                          a summary. Players are categorised according to their align-
     The players and topics of the Cluster are represented and                                       ment (industry or topic related).
     supported by a multitude of regional associations, net-
     works and initiatives. The figure presented below provides

                                                                              Silicon Sanssouci eV
                                                                                                                Mittelstand 40-Kompetenz-
                                                    Forum Digitale Technologien                                    zentrum IT-Wirtschaft
                                                                                               SIBB e V
                                               UVB-Digitallabor                                                          Mittelstand 40-Kompetenz-
                                                                                                                               zentrum Cottbus
                                                   Xinnovations e V                                                                Mittelstand 40-Kompetenz-
                                                                                                                                            zentrum Berlin
                                                Digitalwerk                              ICT
                                                                                                                        DigitalAgentur Brandenburg
                                              Deep Tech Berlin

                                                                                                                 Hubraum Berlin             Brandenburger Agentur
                                                DAB Digitalagentur Berlin                                                                       für Kultur und
                                                                                                      Projekt Zukunft                          Kreativwirtschaft
                                    medienboard                         de:hub Berlin
                                 Berlin-Brandenburg                                                         Musicboard Berlin                         IDZ | Internationales
                                                                                         media:net                                                    Design Zentrum e V
                                                                                  berlinbrandenburg e V
                              MediaTech Hub
                                Potsdam                                                                                            Creative
                                                                                                                                  industries
                                                                                                     Kulturprojekte
                                                                                                         Berlin
                                                              Media                                                                                          Berlin Music
                                                                                                                                                             Commission

                  GeoFab-Netzwerk
                                              De:Hub Berlin                                    ER ICT, ME
                                              IoT & FinTech                                  ST                               KI Berlin
                                                                                                                                                               AI Monday
                                                                                    U

                                                                                                             DI
                                                                                  CL

                                                                                                               A

                                                                                                                                                                 Berlin

                                                                                                                                        Artificial
                                                                                                                 S
                                                                                AND

                                    Internet
                                                                                                                RIE

                                                                                                                                      intelligence
                                       of                                                                                                                       QURATOR
                                                                                                             ST

                                     Things                                              R                                                                    Wachstumskern
                                                                                    C

                                                                                             EA
                                                                                                  TIVE IN   DU
                                                                                                                                                 Mittelstand 40-Kompetenz-
                                                                                                                                                      zentrum Usability

                  Fraunhofer Leistungszentrum
                 »Digitale Vernetzung« (IoT Lab)
                                                                                                                                           Design
                         BerChain e V
                                                                                                                                            and
                                                                            IT security                                                   usability

                                                                                                               GeoKomm e V                           IDZ | Internationales
                  Full Node                                                                                                                            Design Zentrum e V
                                    Blockchain
                                                                          it’sBB eV                         CURPAS e V

                                                                                                                                             Geo IT
                                                                                                                                                                      Movia
                                                                                               Extended
                                                              BlockchainHub
                                                                                                reality                  3D-Punktwolke

                                                                                                                         VRBB Virtual Reality
                                          IOTA Foundation                                                               Berlin Brandenburg e V
                                                                  VR Business Club                                                                             GeoITorg

                     PositiveBlockchainio                                                                              3IT Berlin – Innovation Center for
                                                                                             VRBLN Meetup               Immersive Imaging Technologies

     Fig. 7: Selection of regional associations, networks and initiatives of relevance to the Cluster
Master Plan Cluster ICT, Media and Creative Industries – The Cluster ICT, Media and Creative Industries Berlin-Brandenburg       19

1.4 Role of Cluster management                                      Focus and cooperation
                                                                    The large number of industries in the Cluster and the result-
The activities of the Cluster are supported by closely inter-       ant diversity of the topics addressed in the fields of innov-
linked work carried out within the scope of a cross-state           ation create major requirements for Cluster management
Cluster management system, which is jointly provided by             and for the administrative bodies of the federal states in
the economic development agencies of Berlin and Branden-            terms of deploying available resources and capacities in
burg and led by two Heads of Cluster Management.                    a focused way. For this reason, the emphasis needs to be
                                                                    on setting a smart key focal point. Cluster management
Cluster management offers its support by acting as an in-           therefore concentrates its work on the topics which can be
novation, transfer and economic development service                 expected to deliver the greatest effect on economic devel-
provider for the ICT, media and creative industries players         opment in the region. Nevertheless, it also provides support
in Berlin and Brandenburg which receive assistance from             for topics to which this premise does not apply.
the Cluster.
                                                                    Cooperation based on the principle of division of labour
In its role as an interface between the groups of play-             takes place with the industry-related or topic-oriented net-
ers in the Cluster, Cluster management acts as an internal          works and task-specific initiatives that are active in the re-
and external guide and trailblazer with the goal of securing        gion. This collaborative approach enables the development
and further developing the innovation and competitiveness           of topics which are important to the players to be driven for-
of the regional economy. Its tasks in this regard include the       ward in an efficient and targeted way to deliver a joint bene-
following:                                                          fit. In addition to this, focused cooperation is also pursued
                                                                    with further domestic and international players.
•      etworking companies with scientific research institutes
      N
      for the purpose of the transfer of knowledge, compe-
      tence and technology

•      upport with initiation of projects in accordance with the
      S
      fields of innovation

•     Networking the players in the Cluster with one another
      and with players in regional (applied) industries and
      also with stakeholders operating at a national and inter-
       national level

•      xpansion of the visibility of the competences available
      E
      at the location via targeted Cluster marketing with the
      aim of acquiring new transfer partners

•     Implementation of own events and support for external
       events

•     Monitoring and evaluation of technological
      developments
20   Master Plan Cluster ICT, Media and Creative Industries
Master Plan Cluster ICT, Media and Creative Industries – The Master Plan   21

2 The Master Plan
22       Master Plan Cluster ICT, Media and Creative Industries – The Master Plan

     2       The Master Plan

     The Master Plan is the lead strategic document for the work      The key focal points of innoBB 2025 are as follows:
     undertaken by Cluster management in close collaboration
     with the Berlin Senate Department for Economics, Energy          •   Digitalisation
     and Public Enterprises, the Ministry of Economic Affairs, La-
     bour and Energy of the State of Brandenburg and the play-        •   Real-world laboratories and test fields
     ers within the Cluster ICT, Media and Creative Industries. It
     reflects the framework which applies to the players in the       •   Work 4.0 and a qualified workforce
     Cluster by providing appropriate, directional suggestions for
     structure and focus and for the joint work.                      •   Start-ups and new businesses

                                                                      The digital policy strategies of the State of Brandenburg
     2.1 Framework                                                    (2018), of the State of Berlin (under development) and of the
                                                                      Federal Government (“Digital Strategy”) and the industrial
     Master Plans for clusters are not an end in themselves. Their    policy strategies of the federal states – “Master Plan In-
     aim is to serve as a “blueprint” and indicatory template for     dustrial City Berlin” and “Guidelines for Industrial Policy in
     players in the region so that more can be achieved via joint     Brandenburg” – are of core relevance to the Cluster ICT,
     endeavour – more added value, higher employment, greater         Media and Creative Industries. The “Shaping Europe’s Dig-
     knowledge and more innovations.                                  ital Future” Strategy, which was adopted by the European
                                                                      Commission in February 2020, is a key document at a Euro-
     In order to accomplish this, the Master Plan addresses the       pean level. The “High-Tech Strategy 2025”, which was ini-
     needs of the companies and of the scientific research            tiated by the Federal Ministry of Education and Research in
     stakeholders in the region. The political, technological, eco-   September 2018, ties in with the above by forming a tech-
     nomic and social framework and developments exerting             nology-oriented strategy aimed at target development of
     an effect on the players in the Cluster are also of signifi-     the technologies underlying the products and applications
     cance in this regard. The Master Plan incorporates these         of the Cluster players. Further programmes are being de-
     factors so that it can act as a strategic working document       rived from the latter.
     which offers guidance and support.
                                                                      The “Real-World Laboratories as Test Beds for Innovation
     Requirements and technological, economic and social de-          and Regulation Strategy”, which was launched by the Fed-
     velopments are reflected in the choice of topics in the fields   eral Ministry for Economic Affairs and Energy in 2018, is one
     of innovation, which has been specified and set out in detail    of the starting links for the key focal point of “Real-world la-
     via the involvement of numerous regional players.                boratories and test fields” contained within the innoBB
                                                                      2025.
     Strategic incorporation of the Master Plan
     As well as having its structure determined by the require-       The topic of sustainability has gained greater attention in
     ments which emerge from within the Cluster, the Master Plan      the areas of society, policymaking and the economy over re-
     is also aligned to central strategic documents at a region-      cent years and thus has also become an increasing focus of
     al, national and European level. The updated Joint Innov-        the Cluster. The Federal Government is using its “National
     ation Strategy of the States of Berlin and Brandenburg           Sustainable Development Strategy” (October 2018) to place
     (innoBB 2025), which was adopted in January 2019, forms          a policy emphasis on this issue, and this is also something
     an essential foundation. Its guidelines and key focal points     which is being addressed by the European Commission via
     contain directional stipulations for the way in which the pri-   the “European Green Deal” (January 2020).
     orities of the clusters and their Master Plans are laid out.
Master Plan Cluster ICT, Media and Creative Industries – The Master Plan          23

The strategies and programmes listed below, which are             support in further developing, networking and deploy-
predominantly technology-specific in nature, are also exert-      ing their competences.
ing an influence on the structure of the Master Plan and on
the work of the Cluster:                                          The intention is that the Master Plan should set out key dir-
                                                                  ections of travel which will enable the Cluster as a whole
•    rtificial Intelligence Strategy of the Federal Govern-
    A                                                             and in particular the work it undertakes to be driven for-
    ment (2018)                                                   ward on an ongoing basis and in a way which is in line with
                                                                  requirements.
•   Strategic Framework “Artificial Intelligence for Europe”
    (2018)                                                        The fields of innovation in the four main focus areas3

•   White Paper on Artificial Intelligence from the European    • Creation,
    Commission (2020)
                                                                 • Processing,
•   5G Strategy for Germany (2017)
                                                                 • Networking and
•    yber Security Strategy of the Federal Ministry of the
    C
    Interior (2016)                                               • Use,

•    uantum Technologies Framework Programme of the
    Q                                                             the cross-cutting topics and the topics4 forming an object
    Federal Ministry of Education and Research (2018)             of monitoring5 have been specified in a balanced way for
                                                                  many of the players.
•    lockchain Strategy of the Federal Ministry for Econom-
    B
    ic Affairs and Energy and the Federal Ministry of             In light of the rapid manner in which technological circum-
    Finance (2019)                                                stances are developing and changing and given the agility
                                                                  of the markets and the emergence of a new policy frame-
•   European Data Strategy of the European Commission            work, the Master Plan cannot be seen as a document which
    (2020)                                                        will remain rigid over a period of years. It needs to stay alive
                                                                  within the framework imposed by the fields of innovation in
                                                                  order to be able to supply strategic responses to new chal-
2.2 Task and objective                                            lenges when necessary. For this reason, Cluster manage-
                                                                  ment also faces the task of addressing developments as
The Master Plan should be viewed as a strategic founda-           new topics emerge in future years.
tion for the tasks of the Cluster over the coming years and
has an impact on cooperation between the Cluster play-            However, the itemisation or stipulation of specific measures,
ers. The primary function of the Master Plan is therefore to      projects or initiatives is not the intention or remit of the Mas-
create a joint work basis which reflects the main thematic        ter Plan. Its emphasis instead is to offer the players a struc-
focuses of the regional innovation landscape in ICT, media        tural framework to develop their own projects, which in turn
and the creative industries and also takes account of the         may be supported by the Cluster. In addition to this, the Mas-
needs of the application sectors for digital, media and cre-      ter Plan is of relevance to decisions regarding the awarding
ative services.                                                   of regional innovation funding.

The goal is to provide Cluster players from trade and in-
dustry and in the field of scientific research with targeted

3         See Chapter 3.1 to 3.4.
4         See Chapter 3.6.
5         See Chapter 3.5.
24     Master Plan Cluster ICT, Media and Creative Industries – The Master Plan

     2.3 Updating process                                             for the ICT industry, whilst the second looked at forthcoming
                                                                      issues for the media and the creative industries. One aspect
     The first Master Plan of the Cluster was published in 2015.      included in each workshop was a discussion of eight topics
     This initial plan has marked out Cluster management work         which had been deemed particularly relevant beforehand.
     conducted over the past five years. In some cases, rapid
     and comprehensive changes on the market and to tech-
     nologies, applications, business models and distribution
     channels have occurred since its publication. The strategic
     framework at a regional, national and European level has
     also undergone further development in line with the respect-
     ive requirements and objectives.

     Against this background, the process of updating the Mas-
     ter Plan commenced at the start of October 2019.                                       Desk research

     Amendment process
     The guiding motif for structuring the amendment process
     was to adopt a robustly participative approach towards its
     implementation. For this reason, emphasis was placed on
     providing various formats to enable the different industries
     and groups of players constituting the Cluster to become
     involved in the procedure and to bring their wishes and re-
                                                                          Interviews         Workshops              Online
     quirements to bear.
                                                                                                                    survey

     Desk research: Initial research was conducted to evalu-
     ate relevant political strategies, studies and scientific pub-
     lications within the context of the Cluster. A supplementary
     text mining process was carried out to assess scientific re-
     search publications relating to ICT. The information collect-
     ed served as a foundation for the derivation of trends, focus
     topics and main framework conditions for the three Cluster                        Writing the Master Plan
     areas. These results provided a discussion basis for the fol-
     lowing participatively aligned formats which were conduct-
     ed in parallel.

     Interviews: Interviews were held with specialists from com-
     panies, with scientific experts, with intermediaries and with
     representatives from the regional clusters in order to request
     appraisals of the topics previously collected.                                          Coordination

     Online survey: An online survey afforded players within the
     Cluster an opportunity to evaluate, comment on and add
     to the topics which are relevant to them and to their work
     today or which may gain in significance in the coming years.

     Workshops: The findings from the interviews and the online
     survey were used to stage two workshops involving select-
     ed experts. The first of these concentrated on future topics                             Publication
Master Plan Cluster ICT, Media and Creative Industries – The Master Plan        25

The following topics were discussed in the media and cre-      Writing the Master Plan: The findings acquired via the pre-
ative industries workshop:                                     vious stages were written up for inclusion in the Master Plan.

•   Augmented reality/virtual reality                          Coordination: The Master Plan was coordinated with the
                                                               involvement of the main Cluster stakeholders, the experts
•   Games                                                      who had been interviewed and the workshop participants.

•   Content creation                                           Publication: The Master Plan finally entered into force upon
                                                               publication.
•   Media distribution
                                                               Further development: New topics may gain in relevance
•   User experience                                            for the Cluster players over the course of the coming years.
                                                               These will need to be evaluated and addressed as neces-
•   The creative industries as an impetus provider             sary in order to continue to develop the content of the Master
                                                               Plan. For this reason, the Master Plan has been designed
•   Sustainability                                             to be flexible. A further intention is to establish a committee
                                                               structure. The aim is for the committees to provide Clus-
•   New worlds of work                                         ter management with thematic guidance and to make pro-
                                                               posals as to how the content of the Master Plan can be
The main topics of the ICT workshop were as follows:           supplemented.

•   Artificial intelligence

•   Blockchain

•   5G

•   Internet of Things

•   IT security and privacy

•   Geo IT

•   Sustainability

•   New worlds of work

As well as the organisation of two workshops as part of the
Master Plan process, there was also an opportunity to be-
come actively involved in committees of the chambers of
commerce and industry in Berlin and Potsdam (Berlin: Cre-
ative Industries, Digital Economy and Innovation & Tech-
nology; Potsdam: ICT). Within the scope of the committees,
the Master Plan process was explained, and contributions
made by participants were recorded.
26   Master Plan Cluster ICT, Media and Creative Industries
3 Fields of innovation
28          Master Plan Cluster ICT, Media and Creative Industries – Fields of innovation

         3         Fields of innovation

      The breadth of the task areas offers the potential to draw up                     will address the fields of innovation which, according to the
      a large number of fields of innovation containing countless                       present state of knowledge, offer the most (innovation) po-
      topics of relevance. Processing and driving this process for-                     tential for the Cluster areas as well as for the application
      ward in an appropriate way whilst keeping the Cluster play-                       sectors. When structuring the fields of innovation, care was
      ers on board represents a challenge. For this reason, useful                      taken to accord equal treatment to technical and non-tech-
      and targeted priorities have been chosen based on specif-                         nical topics relating to the areas of digital, media and the cre-
      ic regional circumstances.                                                        ative industries. Nevertheless, the selection of topics also
                                                                                        needs to accord due consideration to the urgent require-
      The structural focus areas of                                                     ments regarding digitalisation which are emerging both from
                                                                                        within and outside the Cluster.
     •       Creation,
                                                                                        Figure 8 below acts as an index of contents by providing an
     •       Processing,                                                                overview of the fields of innovation. The four focus areas
                                                                                        listed provide structure to the fields of innovation without un-
     •       Networking and                                                             dertaking a clear-cut delineation.

     •       Use

                                                  CREATION

                              The media as a cosmos of         The creative industries
                             information and experience        as an impetus provider
                                                                                   5G applications and
                                                                                       infrastructure

                    Artificial
                  intelligence                         Open IT
                                                                                                          NETWORKING
     PROCESSING

                                  Platform
                                  economy

                                                                               Internet of Things
                                 Big data

                                                                                           Blockchain
                                                                      Information
                                         Geo IT                       security and                                     Topic chiefly driven
                                                                        privacy                                        from within the Cluster
                                                       Extended
                                                        reality

                                                                                                                       Topic chiefly aligned
                                                                                                                       to the application sector
                                                        USE
      Fig. 8: Overview of the focus areas and fields of innovation [representation by: i-vector]
Master Plan Cluster ICT, Media and Creative Industries – Fields of innovation       29

3.1 Focus: Creation

  The creative industries as an impetus provider

  Main innovation topics

  User experience design          Sustainable design               Design thinking                 Gamification

  Fashion tech                    Advertising                      Communication                   Fashion industry

  Sustainable fashion             Upcycling                        Wearables                       Digital storytelling

  Digital art and culture
  market

The “Creation” focus area pools the fields of innovation           use with regard to the products and services and with a cul-
which concentrate on the development of new digital, media         tural shift at companies (Work 4.0).
and generally creatively designed products, applications
and contents.                                                      One methodologically shaped part of the service provision
                                                                   of the creative industries is user experience design (UX).
The fields of innovation denoted as “The creative indus-           The focus here is on structuring the experience and feeling
tries as an impetus provider” and “The media as a                  of a person in relation to a product, a service or an online
cosmos of information and experience” deal with the de-            offer. In order to achieve this, there is a need for tried-and-
ployment of creative services and methods, whilst “Open            tested scientific methods which can be used to analyse the
IT” is concerned with the free availability and use of know-       processes, products and types of behaviour of users and
ledge, data and technologies.                                      thus establish a basis to offer guidance and support and to
                                                                   improve usability. Especially in times of advancing and ex-
Creativity is an essential foundation for innovations along-       tensive digitalisation, new possibilities arise for structuring
side technological excellence and an instinct for the mar-         the experience of the customer in a comprehensive way.
ket. The multifarious players within the creative industries       This also involves marking out the experience of the cus-
are able to draw up solutions for existing problems by pur-        tomer with regard to various aspects of a product or service
suing pathways not previously considered. They need to be          by embedding the process into a rounded and interesting
viewed as overall economic drivers of cross-sectoral in-           story, e.g. via digital storytelling.
novations rather than merely being perceived as suppliers
of “beautiful things”. If impetuses are taken up by trade and      Design thinking is both a multidisciplinary creativity meth-
industry, this also provides an opportunity for us to learn        odology and a methodological approach which aims to
from one another to our mutual benefit.                            shape corporate culture, especially within the scope of the
                                                                   influence of changes being brought about by digitalisation.
New products, applications and services and companies as           The factors of team, space and process are at the heart of
a whole nowadays need to take comprehensive require-               the methodology. It addresses the question of the constel-
ments into account in order to achieve success on the mar-         lation which cooperation might assume in future, on where
ket. Products should not solely fulfil their expected functions.   this work can best take place and how processes of collab-
They need to offer new functionality on a constant basis, be       oration can be structured in the most effective way.
capable of intuitive use and fulfil stricter ecological require-
ments. Digitalisation is associated both with a change of
30     Master Plan Cluster ICT, Media and Creative Industries – Fields of innovation

     Sustainability is gaining in social significance. Sustainable        The visibility and experiential tangibility of services and pro-
     design is one means via which the creative industries are            vision are a key economic success factor for the art and cul-
     offering a methodological approach which enables the sus-            ture market in the region, which is primarily represented
     tainability of a product to be influenced at an early stage of the   by creative artists and distributors, suppliers and service pro-
     development process by undertaking design measures. This             viders, book and music publishers, online portals, events and
     does not merely involve the application of concepts which            PR agencies and the many music, dance and theatre venues.
     lead to a reduction in the use of resources. Recycling and           The presence of art, which was previously largely analogue,
     later upcycling of the products are also addressed.                  is being supplemented by new digital forms of representation
                                                                          and preparation. Digital offerings such as exhibitions, guided
     Sustainability is also becoming more and more important in           tours, concerts, readings or art-related online platforms en-
     the fashion industry. The fashion players in the region take         able art and culture to be presented to potential customers
     account of sustainable fashion at an early stage by adopting         via fresh channels and thus improve visibility. Non-technical
     a circular design approach during the concept phase. The             innovations in the field of art and culture are also playing an
     emphasis is placed on materials that have been sourced               ever larger role for the creation of added value in the region.
     and manufactured by sustainable means, and consideration             Such innovations may involve product developers in the tour-
     is also given to the durability and to the reuse or recycling        ism branch, content producers for the media, software and
     of clothing. Reuse can, for example, be achieved via sec-            games industry, catalysts for the design economy, for indus-
     ond-hand sales. Clothing may also be returned to retailers           trial and urban development and for the conquering of rural
     for recycling, whilst upcycling also takes place (creating new       areas (smart country) and, last but not least, a location asset
     products from old products).                                         for competition between regions.

     Fashion tech, i.e. a combination of fashion and technology, is       Relevance and potential for the region
     also a core topic in the fashion industry. The deployment of a       The spectrum of creative minds in the region is broad. There
     wide range of technologies opens up new pathways for de-             are designers, fashion companies, advertisers, architects, art
     sign and distribution and for the creation of unique custom-         and culture professionals and a whole host of other creative
     er experiences. Technology can, for example, be integrated           players of various backgrounds and disciplines. Within the
     into garments in order to provide clothing with enhanced func-       scope of the interdisciplinary cooperation which takes place,
     tionality (wearables). The genesis of fashion can also be in-        they are able to generate new impetuses for the thought pro-
     fluenced by technology, for instance via the use of artificial       cesses, work and design ideas which inform new products
     intelligence in the design phase. In sales, augmented/virtual        and services.
     reality systems enable clothes to be tried on virtually.

     The new digital channels are gaining in influence at advertis-          Objectives of Cluster management
     ing and communication agencies. Digital communication
     and promotion have now become an important component                    • S
                                                                                trengthen the cross-cutting visibility of the crea-
     of campaigns. Online or mobile online advertising (for mobile             tive industries and the contribution they make to
     end devices) and advertising via social media are likewise                innovations, e.g. via closer integration into inter-
     growing. The benefit and impact of online advertising are ex-             sectoral events formats
     plored via mobile insights and analytics, which go on to in-
     fluence the way in which advertising concepts are structured.           • F
                                                                                oster networking and cooperation between cre-
     Communication and advertising also make use of methods                    ative artists and other economic representatives,
     such as digital storytelling (see the field of innovation “The            such as in special interactive types of event
     media as a cosmos of information and experience”) in order
     to make campaigns more accessible and more readily per-                 • S
                                                                                trengthen awareness of the topics and contri-
     ceptible. Technologies such as augmented and virtual reality              butions of the creative industries, for instance to
     will provide further channels for advertising and communica-              support sustainability and the cultural shift and
     tion agencies in the future.                                              to adapt to user needs
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