BA/BSc (Hons) DESIGN for INTERACTIVE MEDIA (Top-up)
Module: (ADM303) Design for Change
Year: 2006-2007
Semester: 1
Tutors: Stuart Neil
Date Issued: 13/02/07
Completion: 09/03/07
Student name: Kirstie Willis
Student number: ST06003280
Email address: kustard99@hotmail.com
Introduction
The lack of a new media networking event in Cardiff was brought to my attention by James Cook. James, who graduated from UWIC in Design For Interactive Media last year came in and gave a presentation as part of our Entrepreneurship and Professional Practice module. This report documents research of the networking events taking place in new media hubs across the globe. Surprisingly current organisers are not taking advantage new and emerging technologies at their networking events. I have designed an event for Cardiff’s new media people that uses ShotCodes to enhance networking.
1.0 Problem. Many cities that are involved in the production of new media are hosting networking events. This doesn't happen in Cardiff, even though there is a lot going on in the industry in South Wales. New media people in Cardiff are missing out on the benefits that a being part of a network can bring. Networking has always been an integral element of running a successful business and it also plays an important role in the world of New Media. Attending a networking event can give you the opportunity to-
o Share business contacts and Launch joint ventures
o Discover new business opportunities
o Build trust with business professionals
o Share contacts, knowledge, support and resources
o Find jobs, employees, prospects and clients
o Keep up to date with current business trends
o Keep up to date with new and emerging technologies
o Show others your capabilities
o Build trust with business professionals
o Share contacts, knowledge, support and resources
o Find jobs, employees, prospects and clients
o Keep up to date with current business trends
o Keep up to date with new and emerging technologies
o Show others your capabilities
Not every one has good interpersonal skills and feel confident to approach strangers and initiate conversation. In fact many find the prospect of attending a networking event particularly daunting. For example an animator could be extremely talented but not get any work because he doesn't know how to approach companies or how to promote his work.
2.0 Research A networking event with a structured exercise could assist the designer in getting work. I propose to use ShotCodes as a networking tool. My research explores the history of the ShotCode
and how they work
2.1 Barcodes. A one-dimensional (1D) bar code is a series of black stripes on a white background that can be scanned and read directly into a computer. They are read by the computer (barcode reading system) almost instantaneously and without errors by a bar code reading system. In a two-dimensional (2D) bar code, data is encoded in both the height and width of the symbol, and the amount of data that can be contained in a single symbol is significantly greater than that stored in a one dimensional symbol. The main advantage of using 2D bar codes is that possibly a large amount of easily- and accurately-read data can "ride" with the item to which it is attached.[1]
2.2 TRIPCodes. In 1999 the University of Cambridge were researching a low cost vision based method to track locations and developed TRIPCode as a result. TRIPCode was used to track printed TRIPCode paper badges in real-time with web-cams. They then moved the research from web-cam to mobile camera phone.
2.3 SpotCodes. They changed the TRIPCode into a circular design, which they called a SpotCode.
Fig.1 Dataflow of SpotCode SystemSpotCodes. are visual tags that can be detected by camera phones and used to encode data. The tags can be either active (e.g. generated dynamically by a PC and written to a display) or passive (e.g. printed on a poster). Bluetooth is used for short-range wireless communication between a camera-phone and a nearby computer. Each visual tag encodes two pieces of information: a service-identifier and a data-block. The service-identifier tells the phone which nearby Bluetooth service the tag relates to; the data-block encodes a few bits of application specific information. Figure 1 shows the dataflow through the system.[2] The SpotCode was released in 2003 by High Energy Magic, a company that was founded in 2003 to commercialise research from the University of Cambridge Computer Laboratory and Laboratory for Communications Engineering. After its release, Bango.net mobile company used SpotCodes on their advertisements in 2004.
2.4 ShotCodes. OP3 bought the entire SpotCode IPR from High Energy Magic Ltd in 2005 and they also changed the name to ShotCode.[3] OP3 is a Dutch/Swedish innovative company that specialises in simplifying mobile commerce. OP3’s ShotCode technology connects camera-phone users to mobile web pages in two clicks or less, enabling enterprises to truly capitalize on the mobile Internet. The user only needs to download small client software, which is approximately 18kb. Since ShotCode has a spot like design, it can read from any angle. The data in ShotCode is stored in a different location then regular matrix barcodes. The dots on the ShotCode represent an identity of URL. The mobile phone will read the ShotCode, connect to the ShotCode server, and obtain the correct URL. Aside from retrieving the URL, ShotCode will allow the Camera phone, which has Bluetooth functions, control the active display. [4] The ShotCode reader can be downloaded form OP3's offical site[5]
This is a video of the Shotcodes in Action
2.5 Networking Events are popular with entreupreneurs, proffessionals and researchers worldwide.
A comprehensive list of events happening worldwide can be found here.
BarCamps are springing up all over the world. A BarCamp is an ad-hoc gathering born from the desire for people to share and learn in an open environment. It is an intense event with discussions, demos, and interaction from participants. [5]
New Media Knowledge Who boast knowledge for the digital economy also organise events [6]Clique*Shot is a networking event with a difference. Everybody at the event will be wearing a t-shirt with their own unique ShotCode (Fig 2) printed on the back. Using their mobile device they are then free to shoot others at the event. Shooting the ShotCode will result in the person’s profile being displayed on their phone. They can then decide if it would be worthwhile introducing themselves to them. Providing unconfident networkers with such information would give them a starting point to initiate a conversation. The event would be held at a central venue. The Point in Cardiff Bay would be an ideal location as a lot of new media businesses and business support agencies are located nearby and it is in a Wi-Fi open access hotspot. Volunteers on a rota basis would host the event. People wanting to attend would be required to register online before the event.
Fig 2 Shotcode For Jeffery's Profile3.1 Registration would involve them completing a profile of themselves, with a photograph, a list of their skills and/or qualifications, what they are hoping to get from the event (whether they are seeking employment / employee / funding / business advice / skill swapping etc). When their profile is complete they will be able to view profiles of others who have signed up for the event. After the event they can view the profiles of contacts made an add them to their own personal network. The site will serve as an online community for the networkers. Each member will have their own network diagram showing the contacts they have made visually. Attendees will also have to download the ShotCode application to their mobile / pda by following a link at the end of the registration process.
Screen shots of the interface
3.2 Hosts. Clique*Shot’s hosts would be responsible for preparing a 30 minute presentation on pre-disclosed subject of their choice. This subject would lend the theme for the evening. Potential hosts of the event:o Business Advisors / Mentors
o Welsh Development Agency
o Skills Wales
o Financial Institutions
o Training Professionals
o IT Contact Agencies
o Business Angels
o Department of Work & Pensions
o Financers
o Grant Finders
o 3rd year Degree Students – Project Presentation Showcase
o Department of Trade and Industry
o Inland Revenue
o Research Groups
o Entrepreneurs
o Disability Wales
o RNID / RNIB (Royal National Institute for the Deaf/Blind)
o Key Players in Industry – BBC, ITV, S4C
o Design Agencies
o Multimedia Production Companies
o Film Production Companies
o New Media Companies
o Advertising and Marketing Agencies
3.2 Program of Events. Example agenda for a Clique*Shot event
Start
18:30 Hours
******
Target Practice
18:30 – 19:15
******
Host
UWIC DFIM (3rd year) Students
Personal Project Presentation Showcase
There will be 4 presentations
each lasting approx. 8mins followed by 5 mins Q&A
19:15 – 20:15
******
Target Shooting
20:15 - 21:00
******
UWIC DFIM (3rd year) Students
Personal Project Presentation Showcase
There will be a further 4 presentations
each lasting approx. 8mins followed by 5 mins Q&A
21:00 – 22:00
******
Event Round-up, Clique*Shot matters addressed,
Call for hosts, Details of next meeting
22:00 – 22:15
******
Target Shooting
22:15 – 23:00
******
Finish
23:00
18:30 Hours
******
Target Practice
18:30 – 19:15
******
Host
UWIC DFIM (3rd year) Students
Personal Project Presentation Showcase
There will be 4 presentations
each lasting approx. 8mins followed by 5 mins Q&A
19:15 – 20:15
******
Target Shooting
20:15 - 21:00
******
UWIC DFIM (3rd year) Students
Personal Project Presentation Showcase
There will be a further 4 presentations
each lasting approx. 8mins followed by 5 mins Q&A
21:00 – 22:00
******
Event Round-up, Clique*Shot matters addressed,
Call for hosts, Details of next meeting
22:00 – 22:15
******
Target Shooting
22:15 – 23:00
******
Finish
23:00
3.3 Benefits of Hosting Clique*Shot (DFIM Students)
o Experience of presenting to a live audience
o Chance to show off their capabilities
o Inform others of new and emerging technologies
o Generate interest from future investors, employees
o Make contacts in the industry
4.0 The summary & conclusion Clique*Shot would serve as an exciting tool for new media networking. Cardiff is lacking a new media netorking event and Clique*Shot has the potential to offer benefits Citywide.
4.1 PEST Analysis
Political
- The £7 million Wales Creative IP Fund has been created as part of the Welsh Assembly Government’s strategy for the creative industries in Wales. Through the fund, we act as a “gap financier”, offering finance for your production alongside finance that you have already secured from other funding providers.The Wales Creative IP Fund is intended to stimulate growth in the Creative Industries by attracting more productions to Wales and help Welsh companies compete efefectiveley in their markets and give them the ability to create and retain intellectual assets. More business in Wales would boost potential membership numbers for Clique*Shot.
-
Media Hub The purchase of the Culverhouse Cross site for £18.5 million from former owners of HTV, United Business Media, and the announcement of a £2.6 million investment in facilities - ITV Wales is hoping to use its Culverhouse Cross site to establish an ‘all Wales centre for the creative industries’ as part of the Creative Industries initiative launched by the Assembly. The talk is of developing a ‘hub’ at the site which is appealing to Welsh companies in terms of economies of scale of production.[8]
Tax incentives On 22 November 2006, the European Commission announced that it had approved a scheme offering tax incentives to film-makers to encourage the making of British Cultural Films. The Commission was required to give its approval because the scheme represents a derogation from normal state aid rules. The scheme is worth £120 million and will run until 2012. To be eligible for support under the scheme, films other than European co-productions will have to pass the revised UK Cultural Test.[8]
Dragon Film Studios The ‘Valleywood’ complex is planned to be constructed in two phases
-
- One - 11 sound and silent stages with all accompanying facilities capable of accommodating every type of production from television soap to cinema blockbuster.
- Two - Studio Village offering flexible workspace for production support services and creative multimedia businesses. Large serviced back lot.
- The Film Academy at the University of Glamorgan was established in October 2005 at the invitation of Lord Attenborough on behalf of Dragon International Studios. It was planned that the Film Academy would relocate to Dragon International Film Studios.[8]
Low labour costs for running the event. The evening will be hosted by different volunteers on a rota basis.
- Venue Cost - Free
- Low mebership cost – Joining Fee only £2.50 fee (to cover costs of t-shirts and printing), entrance to events - £1.00
- Sustainable advertising – t-shirts are allowed to be taken away from event and worn at the next event. You never know where else they’ll wear it.
- Promote business growth in Wales
- Collaboration on projects, access to more funding
- Sustainable business
Social
- Network would grow in numbers participating in a community activity
- Public awareness of New Media
- Relationships formed lend to a good morale within in the community
Technological
- Increase in number of phones
- Meeting of minds could result in the design of Cross-media technologies
[1] Two-Dimensional Bar Code Overview, http://www.dataintro.com/lit/wp2dbarcodes.pdf, [Accessed 3/07].
[2] Madhavapeddy, A, Scott , D, Sharp, R, Upton, E, (1999) “Using Camera-Phones to Enhance Human Computer Interaction“, University of Cambridge, Intel Research Lab.
[3] ShotCode, http://en.wikipedia.org/wiki/ShotCode ,[Accessed 3/07].
[4] Kato, H, Tan, K.T. (2005) “2D barcodes for mobile phones”http://www.op3.com, [Accessed 3/07].
[5] Bar Camps, http://barcamp.org/, [Accessed 3/07].
[6] New Media Knowledge, http://www.nmk.co.uk, [Accessed 3/07].
[7] ShotCode official Weblinks, http://shotcode.com/, [Accessed 3/07].
[8] Culture, Welsh Language and Sport Committee, Meeting date: Thursday, 25 January 2007 http://www.wales.gov.uk/cms/2/CultureWelshLanguageAndSportCommittee/
N0000000000000000000000000000007/12abae5d04b2f265c392e5729bed7b1c.html, [Accessed 3/07]
Appendix i
Presenting Clique*Shot
