Chairman Wolfgang Bscheid:

Learning today what will drive the markets tomorrow - about the foundation of the association “Zukunft Digital“.

Our media landscape is changing rapidly. As if growing in a diverse, fertile hothouse, numerous ideas and technological concepts are developing at present - and many of them will turn the media industry and large sectors of the market economy upside down.

If we want to be successful in the future, we need an in-depth understanding of the forces behind this development. Today, if possible. Promoting this understanding: That is the main objective of the association “Zukunft Digital.”

Goal 1: Developing an understanding for the cross-over market of the future

In many conversations with customers, it became very clear that there are no exceptions - it is unknown territory for everybody. The boundaries of the individual markets are dissolved and their various forces and business concepts are coming together. A comprehensive, cross-over market is developing in which we - media, agencies, network providers, telecommunication providers, IT services and advertising clients - will be working together in the future. However, this common market doesn’t possess integrated, inter-industry structures and business models yet. We need to develop them first. That is one of the associations’ goals - and it is reflected in the heterogeneous member structure. Under its roof, all relevant epresentatives of the developing economic area are coming together. “Zukunft Digital“ is offering them a framework for a thorough exchange of experiences and ideas in order to design the structures and models that will be needed for the economy of the future.

Goal 2: Interdisciplinary research to find high-performance media innovations

Together, the members of the association will examine their points of view and develop perspectives. “Zukunft Digital“ is serving as a foundation for joint research projects. All members are contributing their expertise. Thus interdisciplinary projects will be created to test new technologies and contents with regard to their user acceptance. In addition, it will be determined just how powerful and sales-oriented the promising innovations actually are. “Zukunft Digital“ wants to contribute to the reduction of investment risks.

Goal 3: Making future media technology accessible and easy to understand

Many corporate managers have the power to make decisions, but they lack experience with new technologies. This leads to the considerable risk of making the wrong decision. Therefore, “Zukunft Digital“ will make new technology accessible and understandable. Starting in May, the association will operate a showroom in Munich, where our partners and their clients can discover the new media world to their hearts’ content and test all internationally available technologies under real operating conditions. In addition, a clever installation will present visionary application scenarios in an almost lifelike way. I would like to invite you all to participate in “Zukunft Digital“. Instead of being a passive observer, become actively involved in creating your and our digital future. It is my hope that all members and partners of the association will find exciting projects, gain valuable experience and connect in new partnerships beyond the current limits of their industries.

Wolfgang Bscheid, Chairman “Zukunft Digital“ March 27, 2008