Guide Superfast Broadband technology and the creative sector 0345 600 3936 www.sfbcornwall.co.uk
Contents Introduction... 3 The UK creative sector is admired the world over... 3 Superfast Broadband technology is a key enabler for innovation in the creative sector... 4 Eight essential digital technologies for creative businesses... 5 What are the business benefits of Superfast Broadband enabled digital technology?... 7 Get some expert help... 7 Further information... 8 Page 2 of 8
Introduction This guide will tell you: Why Superfast Broadband is important for the creative sector The essential digital technologies that creative companies can exploit with Superfast Broadband The business benefits that you can expect with Superfast Broadband technology The UK creative sector is admired the world over This dynamic sector contributes 84.1 billion to the UK economy each year and helps to support over 2.9 million jobs. The outstanding success of this sector has made it a prominent player in the Government s strategy to attract more business and investment to the UK. The UK creative sector is made up of a diverse range of industries including music, film, broadcasting, advertising, publishing, fashion and design. It also includes specialist services such as marketing, architecture, web design and computer games software. This is a sector where innovative SMEs can play a significant role and can access a worldwide market. The international success of the UK creative sector is proven by its export performance: UK music exports deliver over 2 billion per year 40% of UK book sales are overseas Over 30% of video games software sold in Europe is produced in the UK The UK is now ranked as the world s top destination for fashion students Each year, the advertising industry sells 2 billion worth of services overseas The UK film industry achieves over 4 billion in worldwide sales per year Page 3 of 8
Superfast Broadband technology is a key enabler for innovation in the creative sector Modern digital technology is vital in helping to support the growth of the creative sector in the UK. However, creative industries can only make full use of it if they have access to the latest Superfast Broadband connection. Superfast Broadband allows creative companies to utilise the latest design software, which requires high bandwith. It allows them the freedom to create completely new services for their customers which can be delivered online. It allows collaborating companies to build virtual creative hubs so that they can bring complex design projects to market quickly and efficiently. And it allows them to make use of the very latest content sharing and viewing platforms. This means that SMEs in the creative sector have a key role to play in influencing the demand for continual improvement in the UK s digital infrastructure, so that they can continue to raise their game in an increasingly competitive worldwide market. Indeed, the Creative Industries Council has recognised this fact and has identified digital infrastructure as a key strategy for growth. The Council has commented that: Much of the innovation, regional and international growth, via exports, that the UK s creative industries are enjoying is fed and supported by digital networks. Fast, ubiquitous and reliable connectivity is critical to the future of all the UK s creative industries. Page 4 of 8
Eight essential digital technologies for creative businesses Superfast Broadband: this is crucial for the fast, streamlined sharing of content with customers and with collaborating companies. As design projects become more complex, the need to share larger and larger files requires more computing power and more bandwith to transmit. Superfast Broadband allows creative companies to use the very latest applications in media streaming of high definition audio and video. Cloud computing: the wider availability of Superfast Broadband has enabled creative companies to move more of their software to the Cloud. This gives them access to some of the most powerful applications available, without having to make significant new investments in hardware. It also means that computing resources can rapidly be scaled up or down, so that creative companies can react much more quickly to the demands of their clients. There is a cost benefit as well, with creative companies only paying for those resources that they actually need. It also means that even small, niche players in the creative sector can make use of some of the very latest applications. Cloud-based apps allow staff at creative companies to access key tools and company information anywhere that there is an internet connection. This can include applications such as personal communications, conferencing tools, and design programmes that aid collaborative working. The Cloud service providers regularly update their systems, so designers can make use of the most up to date programmes. Cloud services usually have a very robust security infrastructure, which helps to protect intellectual property and guard against data theft. Unified communications: modern creative companies demand fully integrated systems to cover data, voice and mobile communications. This is important in an industry where you are likely to have diverse teams, spread over multiple locations, who need to work closely on projects and be able to share and update information in real time. Having a clear plan for unified communications means that your teams can fully exploit applications such as video and design collaboration tools. More creative businesses are implementing a Bring Your Own Device (BYOD) strategy, so that staff can access the system through any device they feel comfortable using: laptop, tablet or smartphone. You need to be aware of the potential that this approach can offer for your business, get expert advice on its implementation, and make sure that you have clear policies in place to cover data security. Communication, personalisation and collaboration tools: many businesses are increasingly reliant on technology to improve collaboration and to share complex designs with their clients. Superfast Broadband means that you can make full use of facilities like video conferencing, video calls and VoIP telephony, to help with communication and the coordination of projects. Page 5 of 8
Collaboration tools such as Open Source software can help to speed up the development of new applications, such as in the video games market. There is growing use within industry of Virtual Reality and Augmented Reality in design projects, and these will demand even faster, more efficient broadband connectivity. For businesses that create and manage content for websites, integrated design and production tools are essential for building the kind of personalised experience that customers now expect. Modern websites are linked to large databases of structured content, and then deliver personalised content to the viewer based on their specific interests or buying behaviour. Virtual Private Network (VPN): Superfast Broadband enables you to create a fast and secure Virtual Private Network (VPN) for your business. This means that staff who are working remotely or working from home can access all the systems that they need, just as if they were based in your head office. This helps your company improve its teamwork and productivity, while also being able to benefit from modern flexible working practices. Social media: many creative businesses are using social media to build their network of clients, communicate their unique expertise, promote new products and services, and publish content. Platforms such as LinkedIn, Facebook and Twitter can play a useful role in communicating with existing and potential clients, and in building customer relationships. Social media can also be a useful research tool and source of ideas for creative companies, with sites such as Pinterest proving very popular with designers. As the demand for online content grows, more clients are seeking help, with managing their social media presence, from creative businesses that can use the latest content management tools. Customer Relationship Management (CRM): Superfast Broadband means that you can use the latest Cloud-based CRM software and social media tools. These will enable you to improve your understanding of customer behaviour, develop new strategies for engaging with your customers, and communicate with them in real time at the point when they are most likely to make a purchase. Business apps: creating mobile apps has become more cost effective, to the extent that even small businesses can now develop their own bespoke apps. Over 80% of the UK population now has a smartphone and, as a result, apps are becoming a vital way of doing business for many organisations. Creative businesses need to make sure that they have explored the opportunities that app development can offer them. Internally, enterprise apps can help improve productivity and create better team communication. Externally, apps can boost engagement and help build sales. Apps will continue to be a big growth area over the next ten years, and one where the innovation and design skills of our creative businesses have a big role to play. Page 6 of 8
What are the business benefits of Superfast Broadband enabled digital technology? Boost productivity: with faster speeds, your business will be able to achieve more output than was possible with a standard connection. Improve processes: Superfast Broadband offers new opportunities for you to improve your working practices, using the very latest digital technology. Increase reliability: Superfast Broadband gives your business a more reliable and stable platform, with multiple users being able to share the same connection without slowing down speeds. Better customer service: Superfast Broadband enables you to enhance the service you give to your customers and build your customer loyalty. Use the latest software: you can access the very latest applications, using Cloud computing services. Protect your data: it becomes much easier and quicker to back up your data and to use state of the art security systems to safeguard it. Make cost savings: you can replace expensive physical servers with Cloud-based storage. You can use Voice Over Internet Protocol (VoIP) telephony to reduce your telephone costs. Flexible working and remote working enables you to reduce office overheads and save travel costs. Access a global market: with Superfast Broadband, even businesses located in rural areas now have a level playing field, where they can communicate effectively with customers around the world. Get some expert help The team at Superfast Business Cornwall can give you professional guidance to help you make the most of Superfast Broadband enabled technologies. We have a great network of contacts in the industry, access to the latest information, and all the advice that we offer is impartial. Page 7 of 8
Further information http://www.thecreativeindustries.co.uk/ Website of the Creative Industries Council, with news, statistics, videos and case studies. It also contains the Council s long term strategic plan for the creative sector. http://www.cbi.org.uk/business-issues/creative-industries/ CBI website with details on some of the key issues facing the creative sector and the policies needed to address these. http://www.cloudpro.co.uk/ Publication specialising in the Cloud computing industry, with news and features on latest developments. www.sfbcornwall.co.uk/knowledge-bank/ Superfast Business Cornwall s range of comprehensive guides to digital technologies and how they can help your business. Page 8 of 8