Creative Services, Apps and Banks in Australia Ben Goldsmith Senior Research Fellow ARC Centre of Excellence for Creative Industries and Innovation Queensland University of

CREATIVE SERVICES EMPLOYMENT The Creative Trident – ‘Core’ and ‘Embedded’ Creatives Cultural Production and Creative Services

Figurative view of the Creative Trident

Tabular view of the Creative Trident

Employment Figures (2011) INDUSTRIES / SECTORS cultural production creative services other industries OCCUPATIONS cultural production51,9064,87331,593 creative services9,89582,310129,479 support occupations67,189153,699 rest of economy 9,526,201 Total Employment % of Total Employment Cultural Production film, tv & radio; publishing; music, performing & visual arts 160,5831.6% Creative Services architecture & design; advertising & marketing; digital content & software 370,3613.7% TOTAL CREATIVE ECONOMY 530,9445.3%

Creative Economy Employment Growth Rates based on Australian census data (2006 – 2011) 5yr Average Annual Growth Rate ( ) INDUSTRIES / SECTORS cultural production creative services other industries OCCUPATIONS cultural production 2.6%3.5%-0.8% creative services 1.7%4.8%2.5% support occupations -0.2%4.3% rest of economy 2.0%

5yr Average annual Growth Cultural Production film, tv & radio; publishing; music, performing & visual arts 0.6% Creative Services architecture & design; advertising & marketing; digital content & software 3.8% TOTAL CREATIVE ECONOMY 2.8%

THE APP ECONOMY App Downloads More than App Stores and Platforms

2008 Apple App Store and Android Market (now Google Play) launched 2012 Apple App Store reaches 25 billion downloads in March, Google Play reaches same milestone in September 2013 May: App Store records 50 billionth download; September: Google Play reaches same milestone

US $2.2 Billion Total revenue for the four main stores (outside China) – App Store, Google Play, Blackberry World, Windows Phone Store – in 50 countries, Q % Proportion of revenue taken by Apple App Store ($1.6 B) App Economy is not only platform owners, app store operators, developers. It includes all those who invest in, design, develop, test, distribute, support, monetize, market, analyze, use or profit from software on mobile computing devices.

Creative Writer Games Developer Graphic Designer Composer/Musician Digital Art Director Video Services Sound Design Community Manager Marketing Manager Apps Jobs are Creative Industries Jobs Mobile UX (User Experience) Designer/Architect UI (User Interface) Designer/Architect Interaction Designer Project Manager/Creative Director/Producer Visual Designer Copywriter To build an app, software developers and engineers need the skills and expertise of some or all of the following creative roles:

OUTSOURCING, CREATIVE SERVICES, APP DESIGN AND DEVELOPMENT “SYDNEY, October 9, 2013: Freelancer.com dominates as the platform small businesses and start-ups rely on to get work done, breaking through 5 million projects posted on the site.” “The top category remains websites, IT and software development at 40.0%, as businesses continue to rush online. Rounding out the top 5 categories are design, media and architecture (24.0%), writing and content creation (10.7%), sales and marketing jobs (7.9%) and data entry and administrative jobs (5.9%).”

MOBILE BANKING, CREATIVE SERVICES AND APPS Mobile banking use Financial services and mobile Bank apps

Online and mobile banking Source: Ewing, S. and J. Thomas (2012) The Internet in Australia, CCI Digital Futures 2012, Melbourne.

Mobile Data Traffic, projected growth Source: Cisco Systems (2013) VNI Forecast Highlights.

Transportation/Storage Retail Rental/Hiring/Real Estate Manufacturing Information Media/Telco Government Financial /Insurance Electricity/Gas/Water/Waste Education/Training Construction Accommodation/Cafes/Re staurants Total

Percentage of embedded creatives within total workforce, by industry, 2006 and CCI analysis of census data.