That’s why we’re in!

The partners of “Zukunft Digital” explain why they are active in the association and why they share their knowledge with others.

These are quotes from the first kick-off meeting that the association held on January 28, 2008.

Dr. Peter Haller, Managing Director Serviceplan Group:

“In the course of our many years with Serviceplan, we have learned one thing: You shouldn’t start thinking about innovations once the trend has reached its zenith, but at least one or two years earlier. Now is the time.”

Ned Wiley, Managing Director Axel Springer Digital TV Guide GmbH:

"What we are seeing on the media market now is a "media primeval soup". Three changes are emerging from it that the market has to take seriously: Target group fragmentation, the connection between TV and Internet, the democratization of video entertainment."

Lutz Mahnke, Managing Director LM Medienberatung:

"After the IFA 2001, many interactive applications have been introduced and several committees have been founded. But nothing happened. My expectation of this association is that it will, at last, lead to progress in the field of interactive media."

Wolfgang Bscheid, Chairman of Zukunft Digital and Managing Director Mediascale:

"In order to build the association successfully, we must learn to be more open with our information, we must trust each other. Nobody can shape the solutions for the market of the future alone. We need integrated solutions that can only be created with integrated work. Therefore, the guidelines of the association are: Openness, creativity and partnership."

Ewald Pusch, Managing Director Neverest:

"Production rhythms are changing, everything is much, much faster. We will see nonstop product placement in the future, that is going to be a big issue. How do I handle content so that it is still believable? This will be a huge challenge for brand marketing strategies, and the association can provide possible solutions for it.“

Klaus Täubrich, Managing Director TVzweinull GmbH:

"Production rhythms are changing, everything is much, much faster. We will see nonstop product placement in the future, that is going to be a big issue. How do I handle content so that it is still believable? This will be a huge challenge for brand marketing strategies, and the association can provide possible solutions for it."

André Sonder, New Business Director IGA Worldwide:

"Online games thrive on the emotionalism and dedication of the users - it’s always 'emotional prime time’: Users feel joy, love, anger and ambition - the entire gamut of emotion. 64 percent of 14- to 29-year-olds are playing games regularly. We would like to share this knowledge with the partners of the association and benefit from their knowledge in return."

Kathrin Damian, Vice Chairwoman of Zuknunft Digital and Head of Forschungsinitiative Neue Medien - Mediaplus Group:

"The special feature of this association is that it facilitates the coming together of interesting companies and people from all relevant market segments. It is wonderful to talk about the latest developments with this inspiring group. We learn a lot and grow close."

Michael Graben, Managing Director Tieto Deutschland GmbH:

"The association is meant to pool the forces it has brought together. We want to learn from the partners, how advertising works and how client contacts are generated. We are very interested in the areas of content and advertising. Tieto on the other hand, can offer the necessary IT and process know-how for corporate service and sales processes."

Jochen Lenhard, Managing Director Mediaplus Group:

"The association is very important to us, because it provides facts and figures we can use for our arguments. So far, we were unable to discuss new media with our clients, because it is always about coverage."