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MORPHotype EcOSystem – design remote definition based on big data morphology and use ecosystem for creative industries

Periodic Reporting for period 2 - Morpheos (MORPHotype EcOSystem – design remote definition based on big data morphology and use ecosystem for creative industries)

Reporting period: 2018-07-01 to 2018-12-31

Problem being addressed by the Project:

Design-intensive industries play a vital role in the EU economy, since competition is based on high flexibility and rapid response to unpredictable demand, very often for small dimension lots of much customized goods, design goods are mainly produced by SMEs , which are the source of its animated creative ecosystem as well as its extreme fragmentation.
This fact is particularly critical if we consider the always increasing demand of customized goods by consumers from design offer of one side, especially considering the focus of EU manufactures on top and luxury segments. We have a market of high spending consumers eager of personalized goods, able to satisfy their specific personal needs on one side, facing an offer fragmented in hundreds of thousand SME manufacturers, which are not able to satisfy this specific personalization demand beyond their local territory and to grow because they have no access to consumer knowledge beyond their very local market. Morpheos faces the design and personalisation aspects that are related to the morphotype of the customers (i.e. their body shape and measures.)

Importance for the society:

Morpheos address the needs of EU creative manufacturers, consumers and creative web developers and entrepreneurs because its objective is the creation in EU of a centralized open ecosystem based on consumer morphology where creative industries can have access to knowledge about customers expectations and need (“customization knowledge” in the following) to enhance their creativity and design processes. This ecosystem will exploit the synergy expected by EC3 between actual KETs in consumer morphology and needs collection and application to break the silos and fragmentation of customization knowledge database.
Morpheos will challenge the domination of US web players who are able to manage consumer preferences and behaviour with databases at big data level, by the creation of a living ecosystem based on standardized morphology where SMEs can participate and exploit a centralized customisation knowledge, without renouncing to their peculiarity and cultural business model.

Overall objective:

The objective of Morpheos is to create in EU a centralized open ecosystem based on consumer morphology where creative industries can have access to knowledge about customers expectations and need (“customization knowledge” in the following) to enhance their creativity and design processes. This ecosystem will exploit the synergy expected by EC between actual KETs in consumer morphology and needs collection and application to break the silos and fragmentation of customization knowledge database

Conclusions of the action:

Now that the Project has finished, the objectives have been fulfilled, because all the components of the Morpheos ecosystem are available and working as expected. The tests carried out have shown a more than reasonable level of performance in both, the calculations of morphological data without physical try-on and also in the features and functionality provided to the established stakeholders (customers, vendors, designers, etc.). The Platform is up and running, ready to be introduced in the market, as it can be tested in the public website of the partner Piacenza, and the exploitation is fully available through contact with the partner i-Deal or the project coordinator.
"The work of the Consortium has focused on the following main activities:
- Detailed definition of use cases and definition of main Platform requirements
- Analysis of the business potential and development of the exploitation plan (including IPR aspects)
- Technical development of the Morpheos Platform
- Communication and dissemination activities
- Integration in testing websites (real cases) for clothing and furniture use cases
- Test with real final users to check the fulfilment of the expected functionality and impact.

The technical development of the platform started in the beginning of the project and keeps evolving even after its end (as required by any ICT platform under exploitation); however, all the components of the Morpheos ecosystem are available and working since month 12.
In order to achieve the goals (Evaluated at the end of the Project through obtention of the most relevant KPIs), the technical work was divided in the following areas:

- Development of “The matcher” components that are required to provide the best product in terms of size and preferences for a specific customer; this objective was functional since month 12 in two use cases as expected: clothing and furniture, while its functionality is being continuously improved even after the end of the Project. Implementation of self learning capabilities was also finished and tested during last period of the Project.

- Development of a smartphone user measures collection app, which analyses the measures of the users in a robust and accurate way without compromising their privacy.

- Build up of the ""Morpheos Platform"": Since month 12, all the required components of the Morpheos platform are present: -required databases (and management tools for profiling users and products), -matching module and API to access from CMSs add-ons, add-on for Prestashop e-commerces (one of the most adopted CMSs) and mobile app for size capturing and user profile.

-Development of the morphotypes database framework together with the backend auxiliary databases.

Those results are fully exploited mainly by the partner iDeal (they have also applied for a patent) and are available contacting directly with them.The results have also been properly disseminated through participation in several high-impact events addressed to relevant stakeholders and also press releases and actions addressed to society. The main actions can be found in the “news” section of the project website.
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Although other systems are also under progress and in some cases available in the market, they usually aim just to the fashion online e-commerce, while Morpheos targets any design or e-commerce sector in need of morphologic dimensions of the users, and it does it keeping a very high privacy level, which is a key aspect considering the data managed. The measures captured are accurate and allows to reach the expected breakthrough objectives, which now relies on commercial activities.

All the components of the Morpheos ecosystem are available and working and now the exploitation partners focus their main efforts in the commercial activities and company growing required to deploy the system and its benefits. The last 6 months of the project were devoted to collect KPIs from real users by the testbed e-commerce of the end users Piacenza and Aidimme. This action was run by the integration of the fully integrated version of the platform into end user public e-commerce, including all the components developed until that moment. The obtention of those KPIs and tests were the last required point to fulfil the next steps of commercialisation and company growing.
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