21/07/2012 Click


21/07/2012

This year's Olympics will see companies competing for coverage on social media sites. But is it worth all the effort? Plus technology news and website reviews.


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Transcript


LineFromTo

spectacular summer may soon be over. -- a change is in the air.

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Now on BBC News it is time for Clique.

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This week, we are racing to see what is happening online during the

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most social Olympic Games of all time. Which companies are making

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their presence known on social media? Is it worth the effort? And,

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A Room With A View, but will this and is based in Berlin fostered the

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next successful start-up? We will run rings around the Olympic sites

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for you in Webscape. Welcome.

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Unless you have been living in space, you will probably know there

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is a little sporting event starting in London next week. As well as

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hopefully a world record or two the 2012 Olympic Games are set to

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feature quite a few firsts, 3D, super high vision, and since

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Twitter hit critical mass around three years ago, hash tax. How will

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our compulsive sharing shaped the game's? We explore what happens

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when you mix big events with shows at -- with social media. Roll-up,

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Cashin, the 2012 Olympics are in town. Fun for all to be had,

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spectators, competitors and not least, the big brands. Who this

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time around are intent on luring us into their money-spinning merry-go-

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round. Of course, this year's Olympics and paramedics are set to

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be one of the most talked about the events on the planet, and in less

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than one week one-seventh of the world's population will tune in to

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see who crosses the finish line first. Technically speaking it was

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us three years ago. That is the finish line right there. Now, much

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of the �2 billion London 2012 will cost will come from advertising in

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the form of partnership and sponsorship. There is an array of

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different partners. You have Beattie, providing the network.

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Cisco are putting the network equipment in. Eight tossed to the

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integration. And make you do the results and scoring systems.

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Airwave provide a remote mobiles Easts service. Samsung the

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televisions. The past athletes would wear sponsored close or

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Branson who pay to have the Olympic logo on their products.

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But with the rise of social media, advertisers are moving away from

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traditional methods of broadcasting messages to a passive audience.

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Nowadays we are expected to engage with the product in ever more

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creative ways. Take Samsung, one of this year's top here sponsors. It

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has released a free application headed by David Beckham. The idea

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is for every mile you cycle, walk or run, Samsung will also donate �1

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to charity up until the end of the Olympic Games. There are raised

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over �150,000 so far. You have to let them have your location and

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your -- and have you GPS on. And the capital's very own wheel is

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harnessing the power of social media. EDF Energy's London I will

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use 640 likes to translate positive and negative Twitter mentions into

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art. Facebook has become over eight times bigger since the last

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Olympics. They have lodged explore 2012, a Facebook wall of fame,

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where fans can communicate with their favourite at 8, or engage

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with a sport, not just during the Olympics, but after. It becomes

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their communication platform. It is how they share their training

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regimen. They share photos with their families and friends. What is

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happening in their lives. Connecting during the Olympics is

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really important because the legacy lives on after the Olympics.

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hang on. Doesn't this at extra pressure to be sporting legend? We

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don't expect them to talk. We expect them to win. Boris Becker,

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one-time Olympian and full-time social media mogul, reckons it is

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great to be one click away from your adoring public. What you hear

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from personal friends is usually boring. It is never the truth. They

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have to speak. I am the same. Everybody says the same thing. But

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when you are in the middle of a conversation with your fans, you

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have to be honest about it, otherwise they go away. It is an

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athlete and honest and direct access to the world. -- it gives.

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That is very sexy. Sexy it may be by some athletes might not quite

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have the social graces of social media down yet. For example this

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Australian swimmer posted a picture of insults and a team-mate with

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guns on Facebook. The Australian Olympic Committee promptly told

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them to remove it. But even if you're afraid to put that -- do

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behave, can brands using social media really take gold with their

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extravagant campaigns? Surely it is all a bit of a gamble. In terms of

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demonstrating return on marketing investment in social media, Twitter

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campaigns, Facebook pages, it is more difficult to establish that

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return of Investment for companies at the moment. The companies that

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have a reasonably obvious fit to the Olympics will tend to be the

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ones that benefit the most. The ones that have a less obvious fit

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in the minds of the public, those are the ones that will have to work

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harder to get people talking about them with in social media. And with

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hundreds of thousands of visitors expected in London for the Olympics

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that is a lot of talking and a lot of trending. We have to understand

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how people are communicate and the impact. When we have a story, when

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something happens, the way the tone of the story, the pace of, the

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direction of the story, gets said in social media. We have to

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understand how that's all operating for us to be able to respond to the

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rhythm of the story as it develops. And that is the real white-knuckle

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ride for everyone's Games campaigns. Companies can no longer fully

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control their brand's message, because we can't help joining in.

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Now look at this week's technology news. Skype has been busy rolling

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out a fix for a bug this week after users complained their instant

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messages ended up being sent to the wrong recipients. Skype said the

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problem only affected a small number of users, though with over

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500 million registered that could amount to being quite a few. I

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guess it is lucky people don't use instant message for anything

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private, right? Skype is going to be integrated into outlook for the

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latest version of Microsoft Office. The 23rd teen version of the

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productivity suite has been redesigned and is more mobile and

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touch-friendly. But it only works on Windows seven and Windows 8. A

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cut down free version is also available designed to compete with

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Google apps. Yahoo's search for a new executive is over. Marisa

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Paredes here is that 37-year-old who worked her way before being

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poached in the latest of the CEOs appointed to try to reverse the

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company's ailing fortunes. And Google's latest maps excursion has

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taken into the Antarctic. Images of the huts used by Sir Ernest

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Shackleton and Robin falcons got have been posted online. The cabins

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were built last century and used as bases for their attempts to reach

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the south pole. Every city wants one, but few can

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manage it. A thriving start up seen in a sparkling new technology hub.

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But as we saw in London last week the conditions for a dynamic start

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obscene are difficult and expensive to create. Unless, that is, you are

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Berlin. We sent our correspondent to the Pervin capital to witness

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the accidental birth of the start- up. Vacant, large industrial space

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in Berlin. It is a cool CD. easiest way to put it, it is a

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start up itself. Spacious interiors with views of the former Berlin

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Wall. People I meet described Berlin as New York City in the

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1980s. The potential for the Berlin is huge. Ideal to house the

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burgeoning start-up sector. Somewhere more affordable, but more

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in Bodmin, great atmosphere and great energy, and young talent.

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People willing to do interesting things. In Europe, that is Berlin.

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This is what happens when this much optimism and enthusiasm is turned

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into square metres. The factory is planned to be Berlin's start-up

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Central, housing the city's technology hub. We are hoping to

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bring together companies in different stages. Even though

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working remotely has become common and fashionable, I still think that

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working together in one place and having attacked during lunch over

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the latest development really helps developing products. So is the

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optimism justified? Berlin already has a number of success stories,

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including the audio sharing site sound cloud, which aims to move

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into the factory itself. It has cheap real estate, thriving

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alternative scene, great for people who want to start something new.

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Berlin is the place to be. It connects and marries the arts with

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technology. In terms of sound creation it has become so much

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easier for people to do. Bans and people recording, doing pop cast,

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technology has enabled them to remove the barriers are starting to

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create something. The notional starting something and really

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quickly getting ratification for what you do by sharing it,

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receiving feedback, is very much a replica of what you find in Berlin

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as a city. Sheringham getting feedback is why many technology

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wannabes come here, to meet and work. What is nigh as about the

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start-up seen here is that he's had taken root. -- what is nice. Others

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are starting. They do house is a place where they come to share

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ideas. The coffee is not too bad either. It started in early 2009,

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providing her working office space. Now there he in Cologne, and soon

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Sophie and Barcelona. We are focusing a lot on start-ups, trying

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to connect them with the right developer and investor, the right

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coach and mentor. It is not hard to get in touch with the big guys will

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stop you meet them at the bar, and at least for me, it is very open.

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Which is why everyone has their SPL at the ready. You never know when

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you might get a chance to make a pitch. Like Justine, with a new

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style of online recruitment. helps people and companies find

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cultural fit. We are an early stage start-up trying to solve the

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problem of finding work you enjoy. It is not just about a pay cheque.

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It is about feeling like you can make a contribution and do

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This looks like how people work. Listening to Justin, himself from

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Australia, and his talk of cultural fits, it is obvious Berlin has

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become a cultural fit for many. It is the most international of cities.

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Just take a look at the team from another Berlin start-up, Readmill.

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We are eight people in our team right now and we have five

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different, this would have never been possible to create in

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Stockholm, where I am from. Readmill is all about unravelling

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what is between the covers of books. It means sharing highlights from

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passages from books you are reading with friends. When you find a

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passage that you really like, you highlight it very simply, you can

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add a comment to that, and you click OK and you're done. Berlin

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sounds like start-up heaven, but does its investment climate measure

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up? UPcload has devised a system that they believe will increase

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online clothes sales by accurately measuring body shapes. They got

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their initial funding from the German state. We are having fun,

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but everyone is looking for a return investment. Once the

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economics has proven itself, the investment will start coming.

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the moment it is budding, it is not quite where it should be, but in

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another year people from the valley are curious, so my job in a PR

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position is to attract these investors, get them curious and

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bring them over and get them acquainted with the right start ups.

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It has been said that Berlin is a city of frustrated possibilities.

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But with its vibrant start up seen, perhaps now there's good reason for

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optimism, perhaps maybe even 10,000 square metres worth.

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David Reid surveying the vibrant start-up seen in Berlin. We asked

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the question last week, is innovation in Europe any match for

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Silicon Valley? Or Asia? It is also a question Richard Taylor put

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recently to Europe's top policy- maker on all things technology,

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Commissioner nearly Kroes. When I think of innovation I think of

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Silicon Valley, Asia, Japan, Korea, China. I don't think of Europe.

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Well then I have to blame you. There's a lot of research and

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innovation here. There's excellent opportunities, but also examples in

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which we can prove that we are doing quite well. We are too modest.

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That's number one. We are not combining all those efforts. We

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should talk about the digital single market without boundaries

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and barriers, and there is quite a bit to do. Having said that, and I

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am sometimes talking with those big guys from the West, but also from

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Asia, from the People's Republic of China, and so on, and I'm asking

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that question. Are we are less intelligent? Are we less research

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orientated? Are we less in the mood for inventions? That's not true! It

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is absolutely fascinating what is at stake. But number one, you

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should make it more visible for everyone that is fascinating. Of

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course when we are talking about Silicon Valley, we should say that

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we should not want to copy Silicon Valley. We have our own identity,

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and it is a fascinating identity with fascinating research efforts

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and so on and so fourth. Then we should make a silicon Continent.

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But with our own stamp on it. what is Europe's strength?

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Nanoelectronics. Micro electronics. There are a lot of issues, very

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impressive in the health, we can prove that we are the leader in

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this. -- e-health. We should combine our efforts. It is not

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talking about 27 efforts in the European digital market, it is a

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combined effort. In my portfolio I have quite a bit of money for

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research and innovation connected with ICT and with those fields. So

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we should do far more than we are doing already. But at the end of

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the day, and that is also very important, if we're talking about

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the future economy, growth of the economy, creating jobs, it is not

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the government or a commission that is creating jobs, or is pushing the

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economy, it is the business world, it is the start-ups, it is SMEs,

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they are very important, and we should take the initiative more

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than we are doing at the moment to give them more they pushed.

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-- a push. You can see more of that interview at a website.

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Next week we are heading Stateside to look at how another way of

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funding start-ups is making its way across the waters to Europe.

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Earlier in the programme we looked at how big companies are taking

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advantage of the Web during the Olympics, now it's time to see how

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you can as well. Whether you're planning a trip to London or you

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want to follow the events from your armchair, there's an app or a

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website for that. Kate Rosol investigates in Webscape.

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The Olympic Games are also upon us and whether you're planning a trip

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to London or just want to follow the event from your armchair,

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It's more than a sporting event, it's a huge piece of history. You

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can brush up on your Olympic pop quiz knowledge at the National

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Archives online Olympics collection where they have made available

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hundreds of historic documents and images relating to the Games.

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Some of the documents are free to download, the others you will have

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to pay for if you want to keep. But if you want to sit at your desk and

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rifle through Olympic history you are free to explore the archives

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online. The timeline section has a nice walk through from the start of

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the Olympics to present day, giving background information on each

:19:25.:19:29.

event and highlighting key documents in the collection. With

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links to other national archive collections that at context to the

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global picture, I think this is a great sight for amateur historians

:19:37.:19:47.
:19:47.:19:50.

to get completely lost inside the With so many people visiting the

:19:51.:19:55.

city, getting around could prove a challenge. Even if you live in

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London! Get ahead of the games .com -- getaheadofthegames.com. This

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offers news and advice. Including travel ticket advice and a

:20:09.:20:12.

Spectator's travel planner so you don't miss a moment of the action.

:20:12.:20:16.

1 billion people use the London Underground each year and that is

:20:16.:20:20.

even without the Olympic Games adding to the madness. Google Maps

:20:20.:20:25.

now give you real-time alerts using official data streams, but in the

:20:25.:20:33.

end you might find the best idea is to just get on your bike.

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Boris bikes as they are known after the colourful mayor who was in

:20:37.:20:42.

office to launch the scheme, can be hired by the hour, picked up and

:20:42.:20:47.

dropped off across the capital. If you decide to go green, while blue

:20:47.:20:55.

actually, you can find these apps most helpful. For iPhone, London

:20:55.:20:59.

Cycle, and Android, Cycle Hire Widget Lite. Both use official live

:20:59.:21:04.

data to reveal the closest available cycle, and have maps and

:21:04.:21:09.

cycle safety guides to help you along your way. Talking of getting

:21:09.:21:14.

around, a good location app can save a lot of stress. Visit

:21:14.:21:17.

Stratford is free on iPhone and Android and will tell you

:21:17.:21:20.

everything you need to know when visiting the Olympic Village area.

:21:20.:21:25.

It is constantly updated with images, news, restaurant reviews,

:21:25.:21:30.

events, live travel information, maps, shopping, audio tour guides,

:21:30.:21:34.

the list goes on and on. It is pretty much a must have if you're

:21:34.:21:38.

heading into Stratford. Not everyone can make it to London for

:21:38.:21:41.

the Games but don't worry, there are loads of other ways you can

:21:41.:21:46.

keep up with the action. Smartphone apps will be there of every flavour

:21:46.:21:50.

looking around, alive results, highlights, behind the scenes

:21:50.:21:55.

footage and more. The BBC has its own free app for Android and iPhone

:21:55.:22:00.

broadcasting video, in-depth data and social features. International

:22:00.:22:05.

features needn't feel left out as BBC Worldwide has launched a free

:22:05.:22:09.

and unpicks smartphone app. There's no streaming video but you get text

:22:09.:22:14.

commentary, including top stories based on your location. Another

:22:14.:22:18.

good example is the Eurosport at that runs on i O S and Android, but

:22:18.:22:23.

you will need the latest operating systems that have the ability to

:22:23.:22:26.

stream live video. It is free to download but you will need a

:22:26.:22:30.

monthly subscription if you want to keep watching live and European

:22:30.:22:37.

sports coverage from the Eurosport family of channels. If you are in

:22:37.:22:41.

the mood to be a bit more social with your sporting heroes, check

:22:41.:22:44.

out the official Olympic athletes Club for a quick and easy way to

:22:44.:22:48.

connect with your favourite athletes' social accounts and gain

:22:48.:22:53.

access to exclusive owners' material for your trouble.

:22:53.:22:58.

Kate Rosol there. All of those sites and apps are at our website.

:22:58.:23:02.

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