In the document is identified the impact of telecommunications costs (as well as other critical business factors such as property rights, regulatory issues, availability of basic networks or generic services) and it is described how the overall project is planned to be financed.

Using statistical inputs about cultural wealth fruition the business forecast is built. The main info source input is the experience of Partners involved in the Mosaic project.

URLs	Topics
http://www.echo.lu http://www2.echo.lu/libraries/en/ecup.html http://www.echo.lu/libraries/en/libraries.html	EUROPEAN COMMISSION WEB SITE -LAWS ON IPR
http://www.law.cornell.edu/ http://www.lawsociety.org.uk/ http://www.cyberlaw.com/ http://www.Kopinor.no/english/ext-eng.htm http://www.wipo.int/eng/diplcon/distrib/100dc.htm http://www.strategis.ic.gc.ca/sc_mrksv/cipo/prod_ser/online/guides_e/g_cop_e1.htm http://www.wto.org/intellec/3-ipgpbp.htm	LAWS ON IPR
http://www.infowin.org/acts/rus/projects/ac019.htm http://www.laas.research.ec.org/esp-syn/text/20460.htm http://www.albion.ncl.ac.uk/esp-syn/text/21671.htm http://www.imprimatur.alcs.co.uk	OTHER EUROPEAN PROJECTS
http://www.trace.wisc.edu/docs http://www.cs.reading.ac.uk/museum/mw97/paper/node	STATISTICS ON ELDERY AND DISABLED
http://www.cybercash.com/cybercsah/services http://www.cybercash.com/cybercash/company/news/releases/1998/98may06barclay.htm http://www.activmedia.com/restricted/webrevenues2.html http://www.iijnet.or.jp/fmmc/501e.htm http://www.nomade.fr/contenu/infoendirect/afp	ELECTRONIC COMMERCE
http://www.konbib.nl/infolev/rkd/engpubl/mmwg/12-right.htm http://www.hllaw.com/articles.htm	REPORTS ON THE IPR PROBLEM
http://www.brameur.co.uk/vasari7magnets/wp4/section4	VASARI PROJECT
http://mosaic.infobyte.it/project/project.html	MOSAIC WEB PAGE

1.4 Applicable Documents

• Work Package 1100: SURVEY on the STATE of the ART
• Work Package 1100 (SUMMARY): SURVEY on the STATE of the ART Summary
• Work Package 1300: Partner Research and Economical Agreement Definition
• Work Package 1400: Target Users Profile Specifications
• Work Package 1400 (SUMMARY): Target Users Profile Specifications Summary
• Work Package 1500: Requirements Definition Document
• Work Package 1500 (SUMMARY): Requirements Definition Summary
• Work Package 1600: Technical note on Application Reuse
• Work Package 1600 (SUMMARY): Technical note on Application Reuse
• Work Package 1700: Architectural Document
• Work Package 1700 (SUMMARY): Architectural Document Summary
• Work Package 1800: Dissemination of Results

ref. http://mosaic.infobyte.it/project/project.html

1.5 Document Structure

As previously described the planning and development of the MOSAIC project must be inserted and integrated in the current technological and economic development scenario, with particular reference to the cultural heritage sector in its different promotion, fruition, management and valorization components.

It is of utmost importance that the entire planning of the MOSAIC system is on line with market demand shown by the different user targets and, parallel, takes into consideration the technological, service and marketing characteristics of the current competing offer and the obvious one in the immediate future.

As known, the technologically advanced sectors continually modify market characteristics, varying the business models even after a few months. In these sectors the risk of producing services and products which are born obsolete and outdated is very high.

It is therefore indispensable to think of the research project’s development process open and orientated towards the market. The latter is able to adapt and modify itself according to both the variation in tastes and demand as well as to the variations in the technological scenarios within which it operates.

Consequently the priority role that the analysis of the market, in its different components and exceptions, will have is obvious.

The main objectives of the market study may be summarized as follows:

1. Qualitatively and quantitatively evaluate the response of the potential market to the services and products offered by the MOSAIC project;
2. Emphasize the gaps between needs and expectancies of the market and the offer of the Project via a continuous monitoring of the sector both at national as well as international level;
3. Find the areas and the cultural heritage which present the more appropriate characteristics for an insertion in the MOSAIC system;
4. Elaborate one or more feasibility studies for the use of the produced technology and service by new firms to evaluate the degree of transferability of the system and find the profit levels;
5. Define the more appropriate business models for the commercial exploitation of the system and define the possible financial plans.

The actions which will be taking place will be:

1. The analysis and monitoring of the market for demand and supply;
2. The economic-financial feasibility study of the transferability of the system to small and medium-sized firms (the CSC).

The analysis will be divided into a number of sections:

The estimate and evaluation of the potential demand of the offered services; monitoring of the sector with particular regard to the potential alternative and competing technologies; identification of the type of services (cultural interactive and assisted entertainment, joint artistic themes, joint territorial themes) and personalized products (CD-ROMs, DVD, other multimedia products, videos, multimedia postcards) with a greater market demand and able to stimulate a greater demand; find possible new entrepreneurs. With particular reference to young qualified people (preferably in economic, scientific and computer studies) and graduates in scientific-economic, computer, literature subjects; people graduating in the same subjects; qualified people in art. The objective is to stimulate young people, with a very important endowment but not specific, to become managers of cultural heritage and activity.

The work plan which will be adopted will be divided into the following parts:

1. Analysis of the offered service in the local market and limited to one "type" of cultural good;
2. Analysis of competitive strategies. The following aspects will be evaluated:
• strategic areas;
• strategic positioning;
• competitive advantage;
• marketing policies;
• price policies;
• promotional policies;
• commercialization policies.
3. Analysis of human resources and firm organization.
4. Analysis of the costs of investment;
5. Cost-benefit analysis for the service centers. The costs-benefit analysis for each service which will be elaborated will be useful to immediately, ex-ante, verify which are the more profitable activities and which ones have a greater element of risk. It is superfluous to underline the importance of this type information in the trial phase. The separate evaluation of each activity will allow even during the validation phase eventual adjustments in terms of functions, activity, programming, organization, etc.
6. The provisional balance and financial plan.

2. The Promoters of Mosaic

2.1 Provide all relevant information to identify the promoters and qualify its ability to execute the project. This include its Legal status, Corporate Structure, Capital Structure, Organisation, Staff levels and Past experience in similar projects

The Consortium has discovered a strong expectation from the cultural world (from different players in the cultural heritage). Following the line of MOU, we found many potential partners which are very interested as industry in sponsoring, institutional organizations for content provision, users (customers) interested in access to the content promoting artistic goods (large demand from owners of artistic goods), etc.…
Technology Infrastructure are available, but a part of the content is still „missing". A facilitation of creating and managing new content is necessary. We will achieve it by increasing the capability to manage with institutional organizations. Shift of paradigm from centralized to cooperative (decentralized) approach - network aspect.
The creation of new areas and economic flows around the valorization of cultural heritage could determine an anomalous and opposing trend phenomenon. In this case there is the possibility that the introduction of new value added technologies could increase employment instead of reducing it (something that occurs almost everywhere in other applicational sectors). For this reason we believe that MOSAIC by creating new services, can give the opportunity for new jobs.

MOSAIC network is linked to advanced technology ISDN and ATM and its nodule points in technological and service management partners are: Infobyte of Roma, Politecnico of Milano, CINECA of Bologna (GARR and the University network, a consortium of colleagues of 13 Italian universities: Ancona, Bologna, Catania, Ferrara, Firenze, Modena, Padova, Parma, Siena, Trento, Udine, Venezia) ZGDV of Darmstadt (the network of the universities of Germany, Portugal and South America), La Cité de Scince, Sophia Antipolis (Nice), JCR of Graz, Japan (the private and university network) USA, Canada, Egypt and other countries. The broadcasting Centres can rely on the Banca di Roma distribution network (1200 branches open to the pubic) and 300.000 consumers of the experimental network ATM by Bell. Both in the ABI network (Italian banking Association) and with the board for Cultural Relations of the Italian Ministry of Foreign Affairs have shown interest in becoming members in order to spread Italian cultural heritage through a diplomatic network abroad. Firstly through Italian Cultural Institutes and then through Italian Embassies and Consulates throughout the world. A technological agreement is going to be defined between MOSAIC and CHIN (Canadian Heritage Information Network).
An interesting experiment will take place by the end of ’98 at the Shoenbrunn castle in Austria. The first MOSAIC Service Centres will be started so the products and services can be tested by the public. There are numerous industrial partners involved in the MOSAIC project, here are some of them: Hewlett Packard, Silicon Graphics Apple, France Telecom, Imation, Microsoft and Italtel. Hewlett Packard, in particular, will take part in the star up of the Image Server and the relative techniques of the management of images. Imation is taking part with its years of experience in the field of photography (Ferrania brand) and medical images whereas Italtel is participating with the setting up of network technology and user points.
A relevant part of the interlocutors, contacted during the workshops, have already demonstrated a concrete attention to the MOSAIC project. The list of associations, companies, institutions contacted for MOSAIC is the following :

• Schloss Schoenbrunn
• Österrechische National Bibliothek
• AIT - Angewandte Informationstechnik - Graz
• Associated of Hofburg
• Albertina – Wien

• Virtual Presence Limited - Sale Cheshire
• VASARI Enterprise ltd – London
• Cambridge Management group

• Cité des Sciences et de l’Industrie - Paris
• SIM TEAM - Paris
• Fondation Sophia Antipolis
• Club MITSA - Sophia Antipolis
• Cryo-Networks – Paris

• ART+COM
• Museum fur Antike Schiffahrt - Mainz
• Romisch-Germanisches Zentralmuseum - Mainz
• Bildarchiv Preussicher Kulturbesitz - Mainz

• Accademia Massimo - Roma
• AIACE - International Association of Computing in Archaeology
• Apple Italia – Milano
• Archivio Centro di Catalogazione Beni Culturali Villa Manin - Regione Friuli Venezia Giulia
• Archivio Storico Bulgarini d'Elci
• Archivio Storico Diocesano di Milano
• Associazione Bancaria Italiana – Roma
• Bancaria Editrice – Roma
• Biblioteca Capitolare di Verona
• Canadian Embassy of Rome
• Cap Gemini Italia S.p.A.
• Capware – Ottaviano, Napoli
• CNR - Consiglio Nazionale delle Ricerche
• Cooperativa archeologia, s.c.r.l. per la valorizzazione del patrimonio culturale - Firenze
• Ente Interregionale - Progetto Europeo "Herity" - Roma
• Fondazione Antonio Mazzotta – Milano
• Fondazione Longhi - Firenze
• Fondazione Ricci Oddi, Piacenza
• Fondazione San Paolo di Torino
• Galleria Nazionale d’Arte Moderna - Roma
• Istituto Italiano per l'Industria Culturale - Roma
• ITALTEL S.p.A. – Milano
• Luiss - Libera Università Internazionale degli Studi Sociali
• Marsilio Editore - Venezia
• Mediatech, Roma
• Ministero Affari Esteri – Roma
• Ministero per i Beni Culturali e Ambientali - Sopraintendenza per i beni ambientali e storici per l'Abruzzo, L'Aquila.
• Musei Capitolini - Antiquarium Comunale - Roma
• Museo dell’Orto Botanico - Roma
• Nautilus – Capri
• Progetti Museali S.p.A.
• Progetto: "I Musei Virtuali della Certosa di Calci". Progetto concordato tra lo Studio ZYX, la Soprintendenza B.A.A.A.S. di Pisa
• Provincia di Milano, Assessorato alla Cultura e Tempo Libero
• Regione Lombardia, Assessorato alla Cultura e Trasparenza – Milano
• Scuola Normale Superiore di Pisa - Centro Ricerche Informatiche per i Beni Culturali
• Silicon Graphics - Milano
• Sovraintendenza delle Antichità e Belle Arti del Comune di Roma
• TELECOM ITALIA
• Università degli studi di Pisa. Supportato dal Comune di Calci e dalla Provincia di Pisa
• Università degli Studi di Trieste - Dipartimento EI – Trieste
• Università di Padova - Dipartimento di Elettronica e Informatica

• Centro de Computacao Grafica – Coimbra
• Universidade Do Minho – Retoria
• Museu Regional De Arqueuologia D. Diogo De Sousa – Braga
• Universidade de Tras-os-montes e Alto Douro

• Göteborg University - Department of Environmental Science and Conservation - Institute of Conservation
• Metimur Company (technical Partner)

• Centro de Estudios del Patrimonio – Madrid
• University of Jaén
• Universidad Autonoma de Barcelona
• Universidad Autonoma de Palma de Mallorca
• Ministerio de la Cultura – Madrid
• Museo Nacional de la Ciencia y de la Tecnologia – Madrid

• Hewlett Packard Europe (Belgium)
• Imation S.p.A (borne of 3M Innovation)
• Microsoft Europe
• National Technical Museum - Prague

• R.I.T.S.E.C. - Regional Information Technology and Software Engineering Center - Egypt
• CRC Research Institute Inc.
• SUMS (System for Universal Media Searching) project - G7 - Toronto - Canada
• Guggenheim Museum - NY (USA)
• CAD Center Corporation
• CALTECH - CA (USA -G7 partner)
• Capital Normal University - Beijing - PR of China
• CHIN Canadian Heritage Information Network
• Xerox Palo Alto Research Center - Palo Alto CA – USA
• Lighscape Inc. - San Jose CA – USA
• Multigen Inc. - Palo Alto – USA
• Microsoft Reseach Centre - Redmond WA – USA
• AMICO – USA

All the partners in the MOSAIC consortium have subscribed to the Memorandum of Understanding (MoU) of the European Union dedicated to the promotion of access to European cultural heritage through multi-media.

The project organisation configuration for the future evolution, at the moment, is consequently the following:

The following table illustrates the Legal form, Organization type, the staff number and the role in the project of the MOSAIC partners:

3. Mosaic Scope and Objectives

3.1Provide a summary description of the Project. Describe its objectives

MOSAIC project is one European element for the development of cultural services and products through networks in the International global market. MOSAIC is basically the product of two networks: a telematic network and a physical distribution network spread across countries. The telematic network is made up of meshes with different performance levels from ATM to ADSL via internet and ISDN. The telematic network is the heart of the project: it provides a wide range of excellent services and performs a basic communication channel between nodes supplying contents and the various types of users.
MOSAIC is a new approach to organisation, maintenance and promotion of historical and artistic heritage. Interactive avant-garde technology, multi-media and telecommunications applied to all forms of art in museums, galleries, architectural pieces.
Our European cultural heritage is unique. We have a huge amount of art: from graffiti to affreschi, architectural pieces to urban landscapes not to mention craftwork.
Strange as it may seem, this is one of the causes of the problems of European artistic heritage, especially in Italy. Advanced technology could solve some of the problems that our cultural heritage is facing: the lack of space open to the public, the lack of infrastructure, the cost of restoration, maintenance and all costs involved in the up-keep of art, exhibition space and education. Moreover, all those lovely paintings and art pieces hidden in private homes and stored away out of view can finally be seen by everybody with the help of technology.

The main goal of MOSAIC is to facilitate access to the cultural heritage of European Countries and to promote encounters and exchanges between cultural operators and users.
MOSAIC shall create an integrated system on culture institutions (museums, libraries, photo-archives,… ) and users (specialists, researchers, tourists, tourist operators, adept employees,…) that shall be Cultural Service Centre (CSC) capable to facilitate meetings between agent entities and users with an added value.
These institutions and users are presently two macrocosms disjointed or casually integrated. For this reason there exists a flow detachment between inquiries and requests.
It is, therefore, mandatory to define an intermediate layer of interconnection that can make the system truly inter-operable (Cultural Service Centre).

Cultural Integrated System General Schema

Like the ganglions of a nervous system, the Cultural Service Centres know the semantic rules of primary users (multi-lingual and inter-operability) and satisfy the most sophisticated inquires (theme of research), within the cultural dimensional parameters: heritage period, multi-subject (pictorial, archaeological, bibliographical,.. ), with a multimedia response (image+ text+photo+ ...).

Main goals of Mosaic are:

• Idealise an integrated and inter-operable system capable of satisfying the most varied information requirements on the cultural heritage patrimony sector.
• Creating an integrated system on culture entails individualising a series of agent entities (museums, libraries, photo-archive,.. ) and of users (specialists, researchers, students, tourists, tourist operators, adept employees,..) and the cultural service centres capable of facilitating and meeting agents entity and users with an added value.
• The agent entities and the users are today two macrocosms disjointed or casually integrated. For this reason exists a flow detachment between inquiries and requests.
• It is, therefore, mandatory to define an intermediate layer of interconnection that can make the system truly inter-operable (cultural service centre).
• The user requirement definition process and the implementation of primary ganglions of the integrated system make-up the innovative elements of this proposal.

4.1 Describe the services that will be provided

The WP 1700 – Architectural Document contains a detailed description of the involved technologies and Mosaic services. Here a list of the main services is presented:

• basic network
• video-conferencing
• virtual reality room (vision room)
• delivery of cultural derived product
• tutorial tours in digital museums
• multi-linguistic thesaurus
• creation of virtual exhibitions not related to a real one
• cultural events management and promotion

The objective is to establish a technical, operation and commercial basis for trans-European electronic access which ensures:

• better visibility for cultural wealth and openness to the public;
• extension of real exhibition space to virtual-cyber space;
• efficient information interchange amongst homologous institutions across Europe and amongst organisation and researchers;
• need to create and consolidate a distributed work of art data base able to manage and locate each item across Europe;
• need to define a standard format, based on 'de facto' status , for information systems in order to access and exchange data from different locations;
• elaboration of multilingual presentations;
• need to enrich and integrate actual 'back stage' museums information systems in order to provide information to the public both on site and home;
• need to design and realise a framework to organise and deliver information to the public;
• creation of new skills and working places;
• promotion and dissemination of European cultural heritage as a common basis of interest and development;
• the preparation of high-quality publications, exhibitions, conferences and other events.

In the specific sector of information technology for museums and galleries the objective is to establish a solution which ensures:

• openness and inter-operability of access systems;
• the widest possible access, through data communication over switched telephony as well as over high-speed cable and fibre networks;
• the possibility for museums, galleries and libraries to charge modest fees for access and reproduction of information and images, but the possibility to offer free access from schools and universities;
• proper protection of intellectual property rights and copyright, with operational mechanism for controlling and charging for commercial re-use of material;
• a balance between scientific and academic interest in museum/gallery collections or libraries and generic public interest.
• possibility to access information both from the museum and directly from home;
• possibility to create a trans-European network of "Cultural Wealth Information Providers" in order to sell high quality documents (high quality colour prints, 3D digital or solid models);
• possibility to obtain a geographical or historical path or map related to an author or movement;
• possibility to offers not only 2d low and high resolution images but also movie-maps, 3d models, VR experiences, digital animation and reconstruction (archeology, not yet completed, totally or partially destroyed work of art)
• tutorial tours in digital museums;
• hyper-media navigation and surfing trough different kind of work of art and information (architecture, sculpture, paintings, frescos etc.)
• creation of 'virtual' exhibitions not related to the real one (collection of disseminated works of art, etc).
• the possibility for scholars and researchers to connect and access to cultural heritage and educational information and images stored in libraries and bibliothèque in order to learn and teach with modern instruments at a modest or even free charge.

The following tables will summarize the Users categories in term of profiles and needs.

A list of tables containing description of users characteristics and their needs is on documents Target Users Profile (WP1400, Paragraph 3.1. ref. http://mosaic.infobyte.it/project/project.html )

The technical Mosaic framework can be presented in terms of client fronted (application) and server organisation (infrastructures):

4.3 Describe the Demand for the Services to be Provided and expected competition

According to 1995 data published by the World Tourism Organization with main offices in Madrid, the world volume of the international tourist movement at the end on 1995 was of 567 million people generating US$372 billion in net foreign exchange (transport costs not included).
The growth in the two values does not however follow the same trend: since international flights have been made accessible to the public the average rate of increase of tourist activity has been 7.6% as far as international arrivals are concerned and 12.7% for revenue from tourism in local exchange. One can therefore forecast that in the year 2000 international arrivals will be 668.9 million while the foreign exchange will presumably reach US$475 billion.
The propensity to tourist consumption increases more rapidly also because influenced by other factors which are not directly correlated with tourism such as:

• increase in average age and average age of those who get married
• increase in women workers, single people, family income, days of paid holiday, possibility to travel (decrease in costs).

Anologous results are in Italian Cultural Heritage Departent: for example the number of paying peoples in Italian Museums in period 1997 respect 1996 is increased of 9% ref.http://www.beniculturali.it/anno_97.html

One other aspect is the needs to improve the visiting time and related revenue in the artistic sites. For example some period of the year or some visit duration could be increased by using CSC services opened to the public with added value services. Some figure could be considered, but are really related to the sites organisation and promotion.

Significative statistics about number of visitor to museum can be found at web site of Ministero dei Beni Culturali (Italian Department of Cultural Wealth) ref. http://www.beniculturali.it/indstat.html

1. Number of visitor in museums in 1985-1997
2. Number of vistors in museums in 1997
3. Number of visitors in top 20 museum in 1997
4. Number of visitors in top 20 museum in may 1998
5. Number of visitors in top 20 museum in june 1998
6. Number of visitors in top 20 museum in july1998
7. Number of visitors in top 20 museum in august1998

Data contained in 2 show increment of 9% for paying people and 7% in revenues, period 1997 respect 1996. Data contained in 3 shows increment of 10% of presence for paying and free admitted peoples. Data contained in 7, period august 1998 respect august 1997, shown increment of 6% for paying and free admitted peoples and increment of 10% in revenues.

Other statistic can be obtained from annual visitors to San Marino

According to recent poll (Touring Club Italiano) seven tourists out of every ten choose Italy for its art and culture but 49% complain of the lack of information and 32.7% about reduced opening hours and receptive structures. Only 52% of the museums is open to the public and a third only following a specific request.

The following graphs show the limits of the Italian museum offer.

International tourism is therefore a world phenomenon: in 1995 1,500,000 people a day left their country to spend an average of US$650 for accommodation, food, entertainment and shopping. The tourist flow is mainly in Europe and the Americas which absorb 80% of the entire market but the European quota (ENIT data) has decreased from 68.8% in 1980 to 59.6% in 1994. This fact demonstrates that there is still a margin of growth (recovery) for the market particularly cultural tourism where Europe has an enormous structural advantage. According to a research of the economist Stefano Gorelli of Rome University the demand to see the Italian cultural heritage depends on the number of foreigners and follows the tourist flow. This is show by the significant difference between Italy and other high income countries as far as demand for museum visiting by residents is concerned.

The places of culture (museums, monuments, archeological sites, libraries and historic archives, etc.), the main goal of this type of tourism, are certainly the heart of the system which, however, has to also include hotels, restaurants, welcoming places, transport, flow organization and management mechanisms, etc., in general all those components which improve the quality-price ratio of the offered system.

The Heritage UK market analysis below gives a rough indication on forecast and likely funds available to Internet, multimedia and VR technology projects. Source information is from the National Lottery Annual Report & Accounts 1995/6 they have been used to estimate the percentage of funds available to technology based projects.

• Millennium Fund - £800m 10% of Fund Approx. spend =£80m - Growth
• Heritage Fund - £800m 4% of Fund Approx. spend = £32m - Rapid
• Arts Fund - £800m 8% of Fund Approx. spend = £64m - Emerging
• Sports Fund - £800m 2% of Fund Approx. spend = £16m - Restricted

The figures sketch the potential of the Lottery market (total of £192 million) calculated over a three-year period, June 1997 to 2001. The majority of technology spend is likely to occur during late 1998 through to 2001 once the infrastructure and building projects are completed.

The Italian Department of Cultural Wealth as in others european countries has decided to assign the revenue of national lottery to favorite and promote innovation on cultural wealth. The estimated revenue from 1999 is about 150 MECU/year. The following table summaries the situation in Italy:

MOSAIC’s main objective is to make art available to the public. It will encourage cultural exchange between countries in Europe and the rest of the world. This is fundamental because recent studies (Eurobarometer 09/97) have shown that the number of visitors from Japan and America interested in our art is far greater than the 28% of Europeans interested in getting ‘on line’ to view art.

Considering the fact that the first step of the CSC services is manly based on the network dissemination of existing cultural application, we have put our attention to the Internet world of users. The following figures illustrates how the Internet can offer an easy way to get wired with the system.

Use, & Interested in Using, Various Access Systems to the Information Society (at Home):

System	% Use	% Interested	% Total	Highest Use	Lowest Use
Video Recorder	74	7	81	UK, S, Irl	P, GR, D
Teletext	49	13	62	S, DK, NL	GR, F, P
Computer	28	22	50	NL, DK, S	P, GR, F
Cable TV	26	19	45	NL, L, B	I, GR, E
Satellite Dish	16	23	39	A, D, S	B, GR, F
CD-ROM	15	24	39	DK, S, NL	P, GR, Irl
Mobile Phone	17	21	38	S, Fin, DK	P, F, GR
Pay-TV Decoder	13	21	34	F, UK, S	P, NL,GR
Internet/www	4	24	38	S, NL, Fin	P, E, GR
Fax (stand alone)	7	18	25	S, L, NL	P, E, Irl
Fax (computer linked)	6	19	25	S, DK, Fin	P, GR, E
Minitel-type Videotext	7	13	20	F, A, Fin	GR, E, P
Phono Pager	2	11	13	S, NL, B	GR, I, D

Source : Compiled from "Eurobarometer", number 47.0

Use, & Interested in Using, at Home - The Internet/www, by country:

Country	% Use	% Interested	% Total
Sweden	18	32	50
Finland	9	35	44
Denmark	9	31	40
The Netherands	11	24	35
Luxembourg	8	26	34
Italy	3	28	31
Spain	2	28	30
UK	6	23	29
Ireland	3	25	28
Portugal	2	26	28
EU Average	4,4	24	28
France	2	24	26
Greece	2	23	25
Belgium	3	21	24
Germany	4	19	23
Austria	5	10	15

Source : Compiled from "Eurobarometer", number 47.0

Socio-Economic Characteristics of Internet/ www Users, & Interested Users, at Home

		% Use	% Interested	% Total
A. Sex	Male	5	29	34
	Female	3	19	22
B. Age	15-24	8	43	51
	25-39	6	32	38
	40-54	4	21	25
	55+	2	7	9
C. Full-time Education	to 15	1	10	11
	16-19	4	22	25
	20+	8	33	41
	Still studying	10	56	66
D. Occupation	Self-	8	25	32
	employed
	Managers	9	36	45
	White collars	5	32	37
	Manual	3	22	25
	House Persons	2	12	14
	Unemployed	3	12	14
E. Income	Lowest	2	18	20
	Low	3	19	22
	High	4	28	32
	Highest	9	29	38

Source : Compiled from "Eurobarometer", number 47.0

The following table illustrates the number of existing Web pages in EU countries :

and for the percentage of multi-language web sites (starting from 400 European sites nearly exclusively commercial ) the results are:

• 34% of Web sites are in the local language only
• 29% of Web sites are in English only
• 30% of Web sites in the local language and English
• 7% of Web sites are in multiple languages in addition to English and the local language
• only two Web sites in two languages, neither of which was in English

also :

• 64% of Web sites have some English pages
• 19% of web sites have some French pages
• 8% of Web sites have some Spanish pages
• 7% of Web sites have some Italian pages
• 3% of Web sites have some German pages

Interest in using Internet for various services

	% Interested	% Willing to pay 10 ECU per month	No. of people (millions) willing to pay 10 ECU per month
Multi-Media access to museum collections using email	28	7	19

Source : Compiled from "Eurobarometer", number 47.0

Interest in using the Internet for On-line Museum Visits by Country

Socio-Economic characteristics of those willing to pay an Ecu 10 monthly subscription fee for on-line access to museums:

		% Willing
A. Sex	Male	8
	Female	8
B. Age	15-24	9
	25-39	9
	40-54	9
	55+	5
C. Full-time Education	to 15	3
	16-19	7
	20+	15
	Still studying	23
D. Occupation	Self-
	employed	11
	Managers	14
	White collar	9
	Manual	6
	House persons	5
	Unemployed	8
E. Income	Lowest	4
	Low	8
	High	9
	Highest	12

Source : Compiled from "Eurobarometer", number 47.0

The major considerations that can be resumed are the following:

• Access Systems
• 28% use PCs at Home (22% interested)
• 15% have CD-Roms (24% interested)
• Internet usage low (4%), but interested high (24%)
• Scandinavian & Benelux countries have highest use (and interest) in the Internet
• Internet / WWW users in the EU are predominantly
• Male
• Young
• Highly educated & still studying
• Managers & White Collar Workers
• & have high incomes
• On-Line Museum Visits
• 28% are interested. 19 million people
• Interest is highest in Southern Europe & Scandinavia
• Most willing to pay are :
• 25-54 years olds
• Highly educated & still studying
• Managers & self-employed
• & have high incomes
• Possible new revenue stream of 1 bn/ECU/year

So far, MOSAIC has been the only project, financed by the EEC in the TEN-Telecom program (Trans European Networks Telecommunications), that is actively involved in and dedicated to our cultural heritage. The TEN-Telecom framework will, in this case, promote and support the creation of International networks for viewing art through multi-media.
So, MOSAIC can be seen as an operative branch of the "Memorandum of Understanding" backed by the EEC. Already around one hundred museums and other operators in the field (around 400) have joined to create the biggest possible multi-media communication system.
Mosaic represents a particular initiative as far as we didn’t see any other global project concerning both services and products on the field of cultural heritage already activated in a organized structure as this one.
We could consider important projects as AMICO and CIMI but as far as we have already reach an agreement with them to cooperate in the field of cultural heritage we must consider them more as an integration of our project than a real competitor.

4.4 Describe How the services will be marketed, including the pricing approach and expected market Share

The communication strategy is devoted to the Mosaic project promotion and shall have the following objectives:

• accreditate Mosaic beside the public institutions during the pre-marketing phase
• accreditate Mosaic beside the wide public and the final users during the pre-marketing phase

Mosaic is to be considered as a "product" to be lunched on the market during the developing phase to individuate:

• product creation (first year premarketing-phase and trial). In this phase the Mosaic International Organisation shall tune the product and its knowledge to the European Community Institution and the extra community countries
• lunch and support of the product (year 2 and 3, marketing and deployment phase). In this phase shall be realised the lunch of the Mosaic project and its expansion to the final users and the wide public

During the two phases, the communication framework shall be the following:

4.1.1 Phase 1 – Activities

Advisory board

It is mandatory to create an Advisory Board in the Mosaic International Organisation team, that accordingly to the Scientific committe shall represent all the components involved in the project. It is constituted of Curators and a representant of each partner (company or institution). The Advisory Board activity shall be done every two months and shall be coordinated by the Scientific Committe. Its main objectives are:

• guarantee the correct project implementation
• define the Mosaic products
• diffusion of "key messages" during phase 1 and phase 2

A Preliminary audit with institutions (external audit) and with project developers (internal audit) shall be done to select the reference project targets. Audits shall collect interviews to define the project strategy, its priorities, targets and critical points.