The main purpose of this response is to discuss the digital maturity across creative media industry particularly in the area of animation. And it also includes on this topic the leading smart city in the world, Dubai.
The content of this analysis will focus on the strategies that Dubai will use to innovate and developed the creative media industry especially in the field of animation by practicing the various methods of Europe and other countries who successfully improved the status of creative industry. In addition, it will also underline the problems that will occur and seek for solution during the process of development.
According to Digital Future of Creative Europe: The impact of digitalization and the internet on the creative industries in Europe, on the topic of varying maturity across creative media industries, They following the three trends to developed their creative industry. The first trend is the growth of creative industry has come from digital. The second one is creative media is driven primarily by consumers paying the content and services. And the third one is the change in advertising that has come about through digitalization (Grone & Acker, 2015). It’s clearly evidence that the maturity across creative media in Europe circulate through digitalization and its consumers. But it occurs certain problems during the transition to digitalized process such as how they can constantly make an attractive, applicable consumer needs and wants. It also includes to the issue the competition and increased expectation from both consumers and creative sectors.
Moving forward, If Dubai will practice the trends that Europe used to innovate the industry of creative media particularly in animation. They must take the essential required, the digitalization and consumers, before going to the next phase of the step. There are two actions recommended to do which involves digitalization and consumers. Firstly, “through expansion of its knowledge to everyone who have interest to it and make an accessible studios for creative media involve. Secondly, by a freemium software application for animation. These two main points are few to various methods that can rise the industry. But the issue occurs between Dubai itself and shifting process to digital environment across animation industry are about the adaptation and transition that could effect to their cultural and tradition status. In addition, the issue that happened to Europe can be assumed that it might happen Dubai during the development such as maintaining the quality and getting the right expectation to the consumers.
To aid this initiation, the first thing they need to do, Dubai must focus through expanding the resources and knowledge to everyone and build an accessible studios for creative media involve, animation. The expansion of knowledge could be through online lecture. “Online learning can be effective ¬but that alone is not a guarantee that it will be effective.” (Fredericksen, 2015) according to Professor Eric Fredericksen. The tradition class wherein face to face lecture with tables and chairs, board and lecture are sometimes not quite efficient. Education could be mobilized by digitalization. Online lecture through web will helps some people who are disabled but willing to learn the world of animation. It also gives students a choice which accessible to their convenience. In this kind of innovation beyond creative media, it will favor to the consumers the online lecture and gives a right amount of revenue that creative industry’s looking for. There are plenty of online school that are here in Dubai but they are lacking in the field of creative media. Only SAE institute Dubai is the establishment that is accredited by ministry of education to educate creative media. The expectation of the consumers will pay off because of the high standard that the campus have but the only issue is SAE doesn’t have online lecture. Through expanding its resource it could gradually developed the online course and may increase the learning of other people on creative media. Online Workshops and trainings are also keys to spread the familiarity across animation industry to creative enthusiast. Additionally, studios for animation industry is necessity to utilize the education because animation is an industry that required technology and digital mechanism.
The second thing is, by creating a software application that is built for animation and advertise it to online store. This software is a type of freemium model. Freemium is describe as a core product is provide for free to a large group of users and sell premium products to smaller fraction of this user base (Froberg, 2016). The goal of freemium is to attract new user, which means a freemium is compatible to use as a starting point to advertise the software for animation industry. The effect of this type of digitalization, it will brings the consumers to another phase of advance technology. On page 62 of the digital future of creative media outlines that “by digitalization of all new content and selected works, making them compatible with all digital platforms and devices is a strategy to digital development.” Through online store it will increased the revenue of creative industry. “Consumers spend more leisure time on the internet, their media consumption patterns will fragment across an ever-wider range of products and service (Grone & Acker, 2015).” It is indeed that by creating a software application that is built for animation and promote it to online market will favor to creative industry. The software allows the animation enthusiast to enjoy and experience the world of animation and could be available on IOS and Android store. There are various ways to promote the application to the consumers. During the past years, they used magazines, newspapers and charts to advertise their product but through the internet the marketers and animation industry can easily communicate to their audience. Although, the key to aim their main goal is they have to continuously create new, relevant and attractive consumers experiences, “digital — combined with audience insight and analytics — also offers opportunities to dynamically mash up reassemble content to create truly personalized experience (Grone & Acker, 2015).” Moreover, “efforts might include auto-curated information and entertainment services driven by algorithms that tie related content to a particular consumer’s interest (Grone & Acker, 2015).” The consistency and giving new features are the key to stabilize the condition of the software in online market. Dubai is the land of new ideas and opportunities, it is suitable to create an application that aims people who have creative talents in the field of animation that can be gradually developed their abilities with the help of this animation software.
To conclude this topic, Dubai’s progressive development comes also from different sectors of the industries. The city of new ideas and opportunities must innovate the area of creative media using basic strategies. By expanding the knowledge of animation industry to its people, creating online lectures which clearly reaching people particularly the one who have difficulties to mobilize and consumer that struggling on their transportation. The industry of creative media needs to have big facilities to utilize their resources. The digitalization of the class make it easier for the student who are thirsty for knowledge. And also online workshops and training can be a big benefits to the student and other people who want to explore the world of creative media in the area of animation. The next key is a freemium software that is built for animation industry and promotes it online. It is a good plan to catch the attention of their consumers and promotes the product through the internet. The advertisement through online gives a huge advantage because it is the fastest route to connect to the consumers. The innovation of promoting product across creative media using online web helps the industry to rise.
In addition, the transition of Dubai into digitalization across creative media in the area of animation doesn’t really after their cultural and traditional statues. Furthermore, it gives an opportunities to their creative world to innovate in to a much better standard. Just to add, according to Shaikha Latifa “Innovation in the creative space has a defining role in promoting societal well –being and national reputation. It brings two real benefits: the first is the social value that a vibrant cultural scene for the community, contributing to the happiness of the people (Latifa, 2015).” Dubai digitalization across creative media will create a huge impact to their people and to their country.