24.07.2012 Seite 1

German-Serbian IT Business Dialogue

2nd Stakeholder Roundtable

Vojvodina ICT Cluster

supported by

Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbHACCESS Project

Milan Šolaja (VOICT) & Jürgen Kappenmann (GIZ/GFA)

Beograd, 13th July, 2012

24.07.2012 Seite 2

Agenda

24.07.2012 Seite 3

Background & Main Objectives of the ITBD Framework Concept

What happened so far? Findings & Results European Cluster Conference Road Show in Germany DanubeIT 2012

Conclusions & Inputs for Discussion Discussion Results & Next Steps Signing Cluster MoU

Contents

24.07.2012 Seite 4

IT Business DialogueConcept & Features

23 11 20

24.07.2012 Seite 5

Background Situation Serbia:

High potential of Serbian IT companies but often no clear specialization No technology gap otherwise Serbian companies wouldn´t grow and

contract foreign companies (often 80% and more of the annual turnover of Serbian IT companies is generated on foreign markets)

Limited number of success stories with German clients/partners Highly qualified IT graduates/engineers, although limited in overall number Reasonable labour costs Need for better preparation to join distributed project teams, joint

development etc. like project management trainings (SCRUM), standards/maturity models (CMMI etc.)

Need for deeper/broader networking and linking of multipliers and companies and market intelligence

24.07.2012 Seite 6

Background Situation Germany:

Number of jobs in the German ICT and new media industries: record high of 843,000 in 2009 (2nd largest employer in the German industry - even before the automobile and the electric industry)

Number of vacancies for IT professionals increased to about 28,000 (increase of 40% from 2008) - 11,200 vacancies account for the core ICT industry, 16,800 on other industries)

Shortage of IT specialists is a structural problem, with the economic re-covery the lack of skilled labour comes back with full force particularly, software houses, IT service providers and internet companies recruit qualified persons urgently needed are SW developers & employees for internal IT support

Serbia is still a “blank sheet” for many

24.07.2012 Seite 7

Concept: Objectives & Features Basic Idea:

The ITBD is a framework concept for the initialization and further development of Serbian-German business

relations with a focus on the IT industry (multipliers and companies) in both

countries and beyond (incl. EU strategies)

Objectives: Creation of a permanent open framework Systematic and institutionalized cooperation between stakeholders

Inclusion of wide stakeholder coordination network (synergies) Creation of business and project opportunities Platform for technology and innovation transfer

24.07.2012 Seite 8

Stakeholders Serbian:

VOICT / GIZ ACCESS ICT/Technology Clusters: ICT Net, Ni CAT Investment/Export Promotion: SIEPA, VIP Chambers of Commerce incl. Foreign Chambers Ministries: MoERD, MoCMIS (Digital Agenda), Consulates Regional Development Agencies (NARD, RDAs) Outsourcing Center Serbia, EEN

German (see Road Show contacts): Clusters, Associations, Networks Chambers of Commerce & Trade Promotion Ministries and Agencies etc.

24.07.2012 Seite 9

What happened so far?

Road Show Danube ITPresentationICT in Serbia

Study

ClusterConference

2nd RT Follow-upRoundtable

Road Map up to July 2012

2. March 10. April 18.-20. April 7.-12. May 31. May / 1. June 13. Julytime2012

24.07.2012 Seite 10

European Cluster Conference

23 11 20

24.07.2012 Seite 11

European Cluster Conference Meeting with Vienna ICT Cluster New contacts

ICT Net- around 20 news contacts (regarding German-Austrian ICT cluster)- collaboration with colleagues from Slovenia- arrangements for fairs (Electronica 2012 etc.)

Ni CAT- 53 new contacts (34 potentially directly useful, 7 for EU projects, 4 ICT, 4 opto-electronic, 3 mechatronik, 15 various possibilities)

VOICT- around 22 new contacts- clusters/networks/RDAs – 17 / EU administration – 5

24.07.2012 Seite 12

European Cluster Conference

2nd Place Award for VOICT in „Put Your Cluster to the Map“ Competition

The Best Cluster Manager Award Winner, Michael Gustaffson of Cluster55, Denmark,

with VOICT CEO, Milan Solaja

24.07.2012 Seite 13

Road Show to GermanyMay 2012

23 11 20

24.07.2012 Seite 14

Objectives Road Show Initiation first contact Introduction

Serbia Serbian clusters Serbian company and market potential IT Business Dialogue

Promotion DanubeIT Evaluation of potential fields of cooperation (incl. mappings)

24.07.2012 Seite 15

Overview Road Show

- Berlin- Creative Industries

Europ. Cluster Conference

Baden-Württemberg (Stuttgart)

Rhein-Main-Neckar Cluster (BW, HE, RP, SL)

Bavaria (Munich)

24.07.2012 Seite 16

Itinerary/Contacts Monday

Virtual Dimension Center Softwarezentrum Böblingen/Sindelfingen IHK Region Stuttgart Government of Baden-Württemberg Steinbeis Europa Zentrum Innovation Agency for ICT and Media Baden-Württemberg (MFG) Cyberforum Karlsruhe

Tuesday Software Cluster Darmstadt IT for Work (IHK Darmstadt) Hessen- IT SW Forum Saar and SW Technologie Initiative Rhein-Main-Neckar Cluster

24.07.2012 Seite 17

Itinerary/Contacts Wednesday

Technologie Stiftung Berlin SIBB Berlin Partner IMBC

Thursday Open Source Cluster Berlin Vernetztes Leben Cluster Berlin Creative Industries Representatives Berlin Betahaus

24.07.2012 Seite 18

Itinerary/Contacts Friday

Bayern International IHK München und Oberbayern Bavarian Information and Communication Technology Cluster (BICCnet) Rosik

Others Serbian General Consulates Stuttgart/München PKS Office Frankfurt

24.07.2012 Seite 19

Comparison

Location Main Business Inh. Companies Employees Turnover

Rhein-Main-Neckar

Business SW 7,6 mio. 8.000 80.000 42 bill.

Silicon Valley (USA)

SW/HW 2,3 mio. 7.000 500.000 180 bill.

Bangalore (IND)

SW 5,0 mio. 1.500 80.000 2 bill.

Oulu (FIN) Telecommuni-cation

0,13 mio. 800 18.000 5 bill.

24.07.2012 Seite 20

Structured Meeting Approach Potential fields of cooperation

Information Information dissemination Newsletters, event calendars EEN platform

Cooperation (basis: MoUs) Joint B2B events Establishment of joint (web) platform Provision of company hubs

Projects EU projects Bilateral projects (cluster, company etc.)

24.07.2012 Seite 21

Road Show Results(excerpt)

23 11 20

24.07.2012 Seite 22

IHK Stuttgart, Softwarezentrum, MFG, Cyberforum Information

Information dissemination Promotion of events like DanubeIT EEN platform

Cooperation Deutsch-Serbischer Wirtschaftstag September 2012 Softwarezentrum could provide office space to establish a hub for

Serbian companies Joint EEN activities

Projects via EEN

24.07.2012 Seite 23

Rhein-Main-Neckar Cluster Information

Strategic interest in Serbian market to be further evaluated, IT industry links are currently not established

Information dissemination (newsletters 2x/month, website) can be used promotion of events (like DanubeIT)

Hessen-IT: newsletter (printed 4x/y.), website IHK newsletter to IHK members Social media is widely used Blog planned ICT in Serbia at a Glance study as tool for promotion and member

information

24.07.2012 Seite 24

Rhein-Main-Neckar Cluster Cooperation

Matchmakings first online matchmaking planned (possible option for German-Serbian matchmaking)

Inclusion in fairs, events etc. with SEE context like Wirtschaftstage (e.g. Stuttgart)

IT for Work has direct link to Brazil, not much further int. contacts Hessen delegation visit planned to Vietnam Contacts to other IT multipliers and companies and networking

meetings via different European events Common fair stands: tbd

Projects (EU) project consortia building Need for sales/development partner for German/Serbian companies

24.07.2012 Seite 25

TSB, Berlin Partner, Berlin Cluster Information

Web platform (model Polish cooperation) Promotion of events like DanubeIT

Cooperation Organized matchmaking connected to events like For a EURO-ID, SIBB

Congress in autumn, Berlin Web Week, September New Media Week, IfA

Open Source projects Creative industry opportunities

Projects Linkage to multilateral projects

24.07.2012 Seite 26

DanubeIT 2012

23 11 20

24.07.2012 Seite 27

DanubeIT 2012 Two-day event: conference on entrepreneurship in high tech and b2b 157 participants 22 countries 10 high profile guest speakers 53 b2b meetings Over 11,500 visits to the conference web page Overall mark for the event, by participants – 4.39 (out of 5) 97% of the participants would recommend DanubeIT to others

24.07.2012 Seite 28

Pitanja & Hvala na pažnji

Milan Šolaja,VOICTmilan.solaja@vojvodinaictcluster.org

Jürgen Kappenmann, GIZ/GFAjuergen.kappenmann@karer.com

24.07.2012 Seite 29

General Findings Road Show&

Inputs for Discussion

23 11 20

24.07.2012 Seite 30

General Findings Road Show Strong interest on the German side for a permanent, institutionalized

and structured cooperation with the Serbian clusters and organizations German companies and clusters, associations, chambers etc. are

strongly interested in the local market but have limited / no experience and knowledge

Currently order books are full but… pressure and need to internationalize

German companies reluctant to travel but... Language issues were raised (depends on specific environment) From a German perspective the Serbian market is interesting but

limited in size and unified structures and formats are missing Lack of more than 30.000 ICT experts

24.07.2012 Seite 31

General Findings Road Show The market knowledge and intelligence on both sides has to be

significantly increased Development of joint B2B models, events, joint platforms etc. Usage of already market information like the “ICT at a Glance” Demand and supply mappings have to be further developed

Need to define and build strategic partnerships Entrance to German market is often connected to confidence-building

measures like success stories with German clients, language skills, GIZ and other credentials, German experts involved etc.

24.07.2012 Seite 32

Structure Follow-up Discussion Organizational Structure

Cluster MoU Strategic MoUs with German partners Joint platforms Social networks (LinkedIn, Xing, Youtube etc.) Informal gatherings: IT breakfast EU projects (CIP, FP7 etc.) consortium building mechanism

Activities & Events ICT Net Conference Stuttgart B2B event in Oct. 2012 Demand/Supply Mapping definition of country strategies

Publications Joint publication “ICT at a Glance 2013” Best Practice brochure

24.07.2012 Seite 33

Conclusions & Input Proposals Development of a joint cluster Best Practice brochure

Idea: while all three clusters have a separate cluster brochure highlighting the cluster and its membership, this joint best practice brochure functions as an instrument to promote the overall picture and potential of Serbian ICT companies

Concept: the brochure is divided into 4-5 main chapters dealing with specific issues like participation in EU projects cross-border business with EU and US countries technical solutions developed and provided in Serbia etc.

24.07.2012 Seite 34

Conclusions & Input Proposals Development of a “Serbia ICT” brand

This brand allows the promotion of the whole ICT sector in Serbia under one unified label

Single brands like ICT Net, VOICT, Ni Cat etc. (and their specific communication instruments) can then be promoted as specific (local) brands within this brand without putting restrictions on them

Development of unified company profile template Background: the company profiles used so far are regarded as not

focused enough for quick understanding of main issues Need: unified template has to be drafted and implemented with all

cluster members (and beyond)

24.07.2012 Seite 35

Conclusions & Input Proposals Development of a joint “Serbia ICT” Portal

Idea: “Serbia ICT Portal” provides general information and links to all major players in Serbia via one channel

Three main sectionso ICT at a Glance (basic market intelligence)o Best Practice information, data and exampleo Demand/Supply mappings

Sub-sections and generals areo Links to major player web siteso news, evento calendar etc.

24.07.2012 Seite 36

Discussion Results

23 11 20

24.07.2012 Seite 37

Proposed Next Steps Feedback on discussion inputs

ICT Serbia Brand positive ICT Serbia Portal positive Joint Best Practice Brochure (e.g. PSTech, Levi9) positive Unified company profile template positive Joint (clusters) creation of ICT at a Glance 2013 positive

Demand/Supply mapping Basic idea positive feedback Idea: FP7 mapping (incl. company profiles)

24.07.2012 Seite 38

Proposed Next Steps Structure

No rigid structure needed No creation of a new legal entity Private sector initiative (which invites and includes public sector

involvement) Advocacy as part of the process Planning & priority setting workshop on all listed inputs in early

September IT breakfast (informal gatherings every 6-8 weeks)

Coordination of efforts and events Project management / communication issues

Proposal: LinkedIn group & mailing list

24.07.2012 Seite 39

Proposed Next Steps Events 2012

Stuttgart B2B event (suggested date: 24.10.2012) Important: B2B online platform Andrija will check availability of funds

ICT Net conference (Nov. 2012)

Position Paper Education issues were discussed VOICT-PKS paper as basis for broad ICT position paper Idea: drafting of an Action Plan including named inputs and initiatives

24.07.2012 Seite 40

SigningICT Net, Ni CAT and VOICT

Cluster MoU

23 11 20

24.07.2012 Seite 41

Signing Cluster MoU

Milan Solaja (VOICT), Marina Blagojevic (ICT Net) and Goran Mladenovic (Ni CAT) signing the

joint cluster Memorandum of Understanding -

the establishment of a formal basis for future joint activities

and projects