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Multimedia action groups: planning information for Europe

MAG-PIE was a collaboration between ten members of the MAGNET Working Group. The intention was not to duplicate existing primary market research (although primary research in some areas was undertaken, especially in Portugal) but to discover key similarities and differences between the ten participating countries in terms of the five areas of study. The published results, which can be downloaded from <http://www.magnet.org/magpie/> include a summary document which provides a snapshot of the ten countries together with key findings from the five study areas, ten full national reports, completed in September 1997, and five transnational study reports. These documents contain models which provide a framework for understanding the study areas as well as statistical, attitudinal and empirical data reflecting the situation in the ten countries. These include: comparisons of the legal provisions affecting multimedia development and use, analysis of current and future options for electronic commerce, classical analysis using 'five forces' methodology (suppliers, buyers, new entrants, substitution and industry rivalry) and SWOT (strengths, weaknesses, opportunities, threats), trends in consumer use of multimedia and benchmarking of the evolution in each country towards an information society Finally, through the MAGNET Group, the methodology and questionnaire frameworks used within the study can be obtained by representative bodies in other countries wishing to add to this new corpus of information about the development of the multimedia sector.

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Neil SANDFORD
Tel.: +44-181-9777670
Fax: +44-181-9433377
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