Cybermassif: a Network of Resource Centres in the Massif Central Enabling Smes to Use ICT Massif Central, France SYNTHESIS

Cybermassif: a network of resource centres in the Massif Central enabling SMEs to use ICT

Massif Central, France

SYNTHESIS

Cybermassif is a network of information technology centres (hereafter called “resource centres”) located in the French Massif Central region. The head of network is an association also called Cybermassif. The objective of the network is to facilitate the diffusion of information and communication technologies (ICT) among small and medium sized enterprises (SMEs). The project focuses on ICT usage rather than infrastructures (e.g. on how to use Internet correctly and how to use computer resources to enable SME activities).

The Cybermassif project gathers organisations with common interests in SME development and local competitiveness and attractiveness. Local authorities, regional governments, business associations, chambers of commerce, chambers of agriculture are amongst the key stakeholders participating in the project. The chambers of commerce and industry and especially the UCCIMAC (the Union of Massif Central Chambers) initiated the Cybermassif project and continue to play a leading role.

The Cybermassif association organises regular training for the resource centres’ managers and provides a mix of tools including knowledge management methods. It has developed partnerships with software and hardware providers in order to provide SMEs with up-to-date services.

Each resource centre has its own governance structure and is financially independent from the other centres. While most of them collaborate with local Chambers of Commerce, some are also integrated in national networks and provide services to companies not related to ICT.

To foster greater ICT diffusion amongst Massif Central SMEs, services offered to companies are provided by consultancy companies (e.g. integration of ICT solutions), telecommunication engineers, software editors and providers, hardware providers, training professionals, and include the creation of e-mail accounts, setting up of web sites, e-commerce solutions, etc.

The Cybermassif association itself was created without European Regional Development Fund (ERDF) support, however, seven of the fourteen centres have received ERDF funding. The European funding acted as an incentive for other actors to contribute to the establishment of the centres. Cybermassif relies entirely on public funding, since the services offered to SMEs are free of charge.

Between December 2003 (date of the creation of the first resource centres in Auvergne) and the end of 2006, the following results were achieved: 4,331 contracts signed; 1,666 individual appointments (including advice) within resource centres; 90 individual external appointments (within companies); 3,001 enterprises have

participated in 290 information meetings; and 104 consulting reports were provided by experts to businesses.

In 2007, the Cybermassif association and resource centres are developing new projects other than those focused on ICT diffusion. It is hoped that thematic projects will attract new funding partners and/or new clients. E-tourism and computer security are examples of recently launched projects. It is expected that the new generation of ERDF programmes will continue to fund the Cybermassif project.

The strength of the Cybermassif project lies in its strong networking activities, projects and tools, proximity to local groupings of SMEs, and awareness of their day- to-day needs.

Background information

Country: France Region: Massif Central (administered by 6 Regions and 22 Departments) Project title: Cybermassif

Key words: information society: services and applications for companies, ICT access, e-inclusion; education and training, life long learning

Duration of project: January 2002 - ongoing

Funding: total budget €1m national budget €590,000 regional budget €250,000 funding from the members of the association €160,000

Example of the funding of one resource centre (PRATIC, in Auvergne) total budget (2003-2007) €874,514 ERDF contribution €200,826 national budget €187,306 regional budget €469,382 funding from Cybermassif €17,000

Objective: Objective 2

1. PROJECT DESCRIPTION

Whilst the strategic goal of the Cybermassif project is to contribute to the economic development of the Massif Central region, the objective of the network is to facilitate the diffusion of information and communication technologies (ICT) among small and medium sized enterprises (SMEs). In particular, the project focuses on ICT usage rather than infrastructures (e.g. on how to use Internet correctly and how to use computer resources to enable business activities).

The Cybermassif association acts as the network managing body. Initially, its objectives were to provide assistance to local authorities of the Massif Central territory in the process leading to the establishment of 12 resource centres, and to create shared tools to allow efficient networking activity. Since 2005, it provides assistance to the resource centres on designing and managing their projects. The Cybermassif association provides regular training for resource centre managers and has already developed a variety of tools that can be shared by members of the network. Its main objective currently is to secure funding for the continuation of the network.

Cybermassif relies entirely on public funding sources and its services to SMEs are free of charge. In summary, the centres are involved in providing the following activities: - free access to case studies, sectoral studies, technical information sheets, educational material, hardware and software designed to inform SMEs about ICT usage and provide access to ICT resources (Internet, scanners etc.); - organisation of meetings to disseminate information to managers/directors of SMEs and employees, members or partners of the network (Chambers of Commerce, state agencies in the regions, local government employees etc.) and ICT experts. These sessions are free of charge and take place on average once per month led by experts on specific themes, e.g. “improve visibility on the Internet: referencing”, “how to process a numeric image”, “key success factors for building an e-commerce web site”, “security and networks”, “web conferencing”, etc. - direct advice to SMEs. The SME centre manager meets with the business in order to identify needs (most of the time the company cannot identify by itself its needs). Based on the discussions, the company is directed to one of the ICT experts within the network, e.g. PRATIC advised an SME on the selection of appropriate hardware and adapted software for commercial and accounting management.

Cybermassif works in partnership with software editors, hardware constructors and telecommunications operators. Collaboration with these partners provides the network with access to up-to-date software and hardware. The beneficiaries of the project are businesses located in the Massif Central, which are often small, non-innovative, non- technological companies and small industrial firms.1 The centres are also providing an increasing number of services to local government administrations and elected

1 85% of the beneficiaries are companies with less than 10 employees, or company creators.

officials who are also benefiting from the project. Besides that, Cybermassif has become the leader in Massif Central in promoting digital passports, a national project of the ministry responsible for SMEs.

So far, the following resource centres have been established: - Atelier des TIC in Moulins-Vichy (Auvergne); - CERTIC in Montluçon (Auvergne); - PRATIC in Clermont-Ferrand and Riom (Auvergne); - MEDIATIC 43 in Puy en Velay (Auvergne); - “Lafayette Multimedia”, which includes resource centres in Brioude, Sainte Florine and la Chaise Dieu (Auvergne). These resource centres are part of Cybermassif network and are also part of Cyberbase concept, created by the Caisse des Dépôts, aimed at providing a portal with information on cultural activities for rural populations; - “Cybercorrèze”, which includes resource centres in Tulle, Brive and Ussel (Limousin); - Polen in Mende (Languedoc-Roussillon); Polen is a technology park that houses technology companies, acts as an incubator for new innovative companies and hosts the ICT resource centre of the Cybermassif network; - two resource centres in Lodève and Ganges, relying on the Chamber of Commerce of Montpellier (Languedoc-Roussillon) and one resource centre in Alès (Languedoc-Roussillon); these three are referred to as “Pro centres”.

2. POLITICAL AND STRATEGIC CONTEXTS

A generally ageing population, de-industrialisation and employment loss in agriculture and the craft industry can be considered as major challenges for the regions of Massif Central.

Interregional cooperation in Massif Central dates back to the 1970s and following the 1985 “Mountain” Act, a Massif Central Committee was set up. This was later supplemented by a Massif Central Inter-regional Convention (CIM) adopted to support inter-regional collaboration. To this end, €85m was earmarked from the State National Fund for Regional Development (FNADT) for the programming period 2000-2006.

The Cybermassif project dates back to 2001. UCCIMAC, the Union of the Massif Central 26 Chambers of Commerce, initiated the project for several reasons: - in 2001, a national debate emerged on the opportunities offered by the Universal Mobile Telecommunications System (UMTS). In the same year, the UCCIMAC General Assembly debated the issue of accessibility to mobile telephone

infrastructure (some territories had no access even to first generation mobile telephony); - UCCIMAC’s president, André Marcon, produced a report in June 2001 for the national Economic and Social Council on territories’ access to broadband and mobile telephony. This report stressed that the State should guarantee equal access to ICT everywhere in France (e.g. broadband access at low cost). There should be a coordinated public policy to promote and diffuse ICT to SMEs and new companies should be given computer engineering support; - in July 2001, meeting of the Interministerial Committee for Regional Planning and Development (CIADT) held in Limoges (part of Massif Central), addressed the issue of the information society and produced guidelines on ICT infrastructure and usage.

President Marcon’s diagnosis was at French level, however it appeared determinant in UCCIMAC’s decision to initiate the Cybermassif project and in the definition of the network objectives and services.

3. IMPLEMENTATION

3.1. Project design and planning Against this background, UCCIMAC launched a study in 2001/2002 to assess the ICT needs of SMEs. Information was collected by all Massif Central Chamber of Commerce and a number of common trends were identified for the entire area. A main conclusion of the study was that ICT should be diffused as widely as possible in the region as a motor of development.

In a second step, UCCIMAC benchmarked existing practices in France. In summary, the Cybermassif project drew on the experience of: - a pilot project in Saint-Etienne, launched on the initiative of the Rhône-Alpes Regional Council and with the support of the Chambers of Commerce, the Rhône-Alpes Production Pole, the “Ecole nationale des Mines” (Graduate school for science and technology) and the Jean Monnet University. This experience mainly focused on industrial SMEs; - an initiative to provide training and information to managers within networks, providing support to local businesses, including small businesses. Agoratech, set up in Paris on the initiative of the “Centre for study and training of shops, services and tourism technical assistants” (CEFAC, whose president is also the president of UCCIMAC), which co-operates in particular with France’s 181 Chambers of Commerce. Agoratech focuses on small businesses e.g. in services, craftwork and hotel industry, which are typical of the Massif Central economy.

UCCIMAC combined the experience from these two initiatives, using the network of Massif Central Chambers of Commerce to create the resource centres. The feasibility study of the project highlighted that the objective should be to create 12 centres within three years.

The project benefited from a national call for projects on “the collective use of the Internet by SMEs”. As a result of a successful proposal, €400,000 was awarded to the Cybermassif project. Moreover, the Ministry of Industry, in response to lobbying efforts by UCCIMAC, granted the project a further €100,000. UCCIMAC also requested funding from the Massif Central inter-regional convention, which chose to use the National Fund for Regional Planning and Development rather than ERDF and allocated €250,000 to Cybermassif. UCCIMAC and a group of Chambers of Commerce made up the remaining part of the required funding.

The ERDF has been used to fund some of the centres, including those in the Auvergne region and in Languedoc-Roussillon (35% of a total cost of €1,466,000). In other regions, the centres have received support from the ESF, e.g. the projects of the Chamber of Commerce of Montpellier (€100,000 out of a total budget of €203,000).

3.2. Management, monitoring and evaluation system Within Cybermassif association, the management team that was hired to implement the Cybermassif project was the former management team of the Saint-Etienne Cybersite. It included the industrialist who became the president of Cybermassif, two project managers and a secretary. This team was put in charge of designing the model for the centres, based on their experience with the Saint-Etienne Cybersite and the Agoratech model. Subsequently, the team developed partnerships with software and hardware providers (including SFR, Google and IBM) and built a network of experts to provide services to SMEs. Nonetheless, the contract between the team and the association was terminated in July 2004. From September 2004, the former project manager of the Montluçon resource centre has managed the Cybermassif association.

As far as the resource centres are concerned, their project managers have strong ICT profile (e.g. former ICT services provider, computer technician and IT engineer). Some of them also previously worked as ICT project managers within Chambers of Commerce.

A knowledge management tool (see part 4) enables each resource centre’s activities to be followed up. Resource centres are mainly evaluated based on two criteria e.g. number of contacts with SMEs and number of experts contributing to the resource centre. Some resource centres sent questionnaires to SMEs to evaluate quality of services provided and quality of seminars offered. The 2006 audit of the project pointed out to the absence of an overall evaluation of the Cybermassif project’s economic impact on SMEs. However, the association does not currently have sufficient staff (only one employee in 2007) to undertake such an evaluation.

3.3. Governance: partnership and leadership UCCIMAC played a crucial role as the leader of the Cybermassif project to create the Cybermassif association, the managers of which did the same at local level. The Cybermassif association includes the following members: Chambers of Commerce, the Association for Promotion of Massif Central Craftsmen (APAMAC), the Conference of Presidents of Massif Central Chambers of Agriculture (COPAMAC) and business associations (CGPME – association for SMEs; and MEDEF – an organisation representing French Companies).

Each resource centre has its own governance structure and way of functioning. As an example, founding members of MEDIATIC 43 the resource centre in the Puy-en- Velay (Auvergne) include: - the Chamber of Commerce Le Puy-Yssingeaux; - the Chamber of Trade of Haute-Loire; - MEDEF of Haute-Loire; - the association “Le Puy Avenir Industrie”; - Union of hotel industry (Union des Métiers de l'Industrie Hôtelière – UMIH).

Most resource centres rely on their local Chambers of Commerce, which not only provide finance, but also maintain contact with Cybermassif. Local and regional governments sometimes provide finance to the centres.

Over time, the centres have encompassed additional partners, both financial partners (regional governments especially) and partners communicating on Cybermassif towards SMEs (e.g. local business clubs and associations).

3.4. Innovative elements and novel approaches to implementation Almost all partners participating in the project have also been involved in regional and local networks. The challenge for Cybermassif project was to mobilise all these actors to work on the issue of ICT usage among businesses. In order to ensure the deal flow for resource centres, network includes local business clubs and associations.

This project is very innovative, especially when compared to other practices in France related to ICT usage and diffusion, which either did not have sufficient geographic proximity to local SMEs or did not work as a network (e.g. the Cybersite of Saint- Etienne). The Cybermassif project is characterised by a high level of networking, flexibility of implementation on a local scale and the ability to adapt each resource centre to the local SME fabric and the local institutional context. Networking relies especially on systematic relations among partners (e.g. project managers’ frequent meetings).

The working method of the resource centres is particularly well suited to identifying and addressing the ICT needs of SMEs. Meetings between a centre manager and individual SMEs can quickly identify the specific needs of the firms. The network of experts shared by all resource centres is then mobilised accordingly by centre’s manager. Services provided by the experts are free of charge to SME, although there are no accompanying grant investments for the purchase of hardware and/or software applications.

3.5. Key implementation obstacles and problem-solving practices A first and the most significant problem concerned the mobilisation of local partners in the establishment of resource centres. The experience of Agoratech and Saint- Etienne Cybersite was taken into account and a visit was arranged to the latter.

In some resource centres, it is also difficult to motivate funding partners to invest long-term in the project. This has resulted in the number of resource centre managers being reduced. The problem here lies in the fact that the Cybermassif association and resource centres depend on public funding sources, and that public funding partner

can in the long-run consider the financial effort to be too onerous. To solve this problem, the Cybermassif association and the resource centres are obliged to propose new projects to public financial partners on an on-going basis.

It is also difficult to maintain contacts with SMEs and communicate news about Cybermassif. The Cybermassif association is understaffed, and some founding members no longer circulate information about the centres' activities. Moreover, convincing ICT professionals that Cybermassif is a new opportunity has proved to be a difficult task. Initially, companies specialising in the ICT sector (e.g. building web sites, providing software or hardware etc.) saw Cybermassif as unfair competition, since it was providing services to SMEs for free. This was resolved through strong lobbying from the head of network, by the integration of these companies into the expert pool of Cybermassif and by establishing a code of ethics applying to relations between expert advisers and SMEs.

One of the main implementation obstacles continues to be lack of funding and delays in funding payments. For example, in one case the final payment balance arrived six years after the project was accepted. Caisse des Dépôts (CDC, a state-owned financial institution that performs public-interest missions on behalf of France’s central, regional and local governments), was sympathetic to the association’s cash flow problem and authorised an overdraft at a low rate, plus a low-interest loan.

4. INNOVATION RESULTS

There are two main results of Cybermassif project: shared tools developed by Cybermassif association to manage and animate the network and ICT diffusion within Massif Central.

Cybermassif project relies on several distinctive “shared tools” that have been developed over time by the Head of network: - a knowledge management system - central tool of the project. Its objective is to gather and share questions asked by SMEs at resource centres and provide them with answers. This allows needs of SMEs to be identified and knowledge accumulated in resource centres. It also represents a reporting/monitoring tool and therefore could become the basis for the evaluation of resource centres by the Cybermassif association; - the expert network, maintained by each resource centre. A professional code of ethics ensures the quality and integrity of experts (since they often come from the commercial sector); - technical tools, made available by the Cybermassif association: an intranet, Internet web site, databases and instant messaging tool; - a web site http://www.cybermassif.org/, which includes database of accredited to Cybermassif service providers; - the observatory of usage: identification, qualification and sharing of case studies on ICT usage in SMEs; - Tools for technological watch;

- A pre-diagnostic tool (VISTA) on the use and impact of ICT on SMEs' development; - ADOBE CONNECT: tool for Web conferencing and e-learning; - mail performance: tool allowing newsletters to be created and mailing lists to be managed.

Cybermassif is continually implementing new tools, as a way to deliver a better service to SMEs (e.g. a virtual resource centre which allows SMEs to receive advice via web conferences). Moreover, the association has recently started a project on computer security, which will benefit the entire network.

Some projects are developed by a particular resource centre and then shared with the rest of the network and implemented in other resource centres. This is the case of a project on e-tourism.

Other innovation results relate to ICT diffusion within Massif Central SMEs. On the one hand, SMEs can benefit directly from services provided by resource centres; but on the other hand, they can be directed to ICT professionals for more specific needs. The Cybermassif expert network includes consultancy companies (i.e. integration of ICT solutions), telecommunication engineers, software editors and providers, hardware providers, training professionals etc.

As demonstrated in the 2006 audit, one of the weaknesses of the project is that there is no evaluation of its impact on Massif Central SMEs. However, the head of the network and resource centre managers have seen an evolution in ICT usage within SMEs: e.g. initially, SMEs’ needs related to the building of web sites and now they are asking for help with services such as web conferencing.

5. SUSTAINABILITY AND TRANSFERABILITY

5.1. Sustainability Cybermassif relies entirely on public funding and charges SMEs nothing for the services provided. At the level of resource centres, financial input of the founding members, especially Chambers of Commerce as well as the financial support of department and/or regional governments (Conseil Général and Conseil Régional), are keys to sustainability of the project.

One way to ensure sustainability is to continually develop new projects focused on ICT diffusion. In addition, thematic projects might attract new funding partners and/or new clients. The Cybermassif association, for instance, in May 2007 launched a €1.7m project on computer security and economic intelligence, which interested the Ministry of Defence, the State Intelligence Department and the French Police. As a result of this interest, public authorities funded 70% of the project (including under the 2007-13 ERDF programme for the Massif Central).

5.2. Transferability The Cybermassif network is already expanding outside Massif Central. The Chamber of Commerce of Montpellier has set up two centres and the Bourgogne region is interested in developing its own centres as well.

The concept itself is easily transferable, as long as it does not overlap with an existing organisation and as long as local partners (especially local governments) are interested. The objective of such initiatives should be to create a “network effect” to guarantees the success of the project allowing a high frequency of interactions between project managers.

6. CONCLUSIONS: MAIN SUCCESS FACTORS

The added value of Cybermassif is primarily its network and networking activity. Regular seminars involving all resource centre managers facilitate sharing of information and good practices. The projects are set up collaboratively and can be replicated from centre to centre (e.g. the project on e-tourism). The centre managers have a shared culture; they have similar backgrounds, they have an ICT profile and most of them are in their thirties. Since they must have both technical competence and an understanding of the needs and constraints of companies, their skills are at the heart of the success of the centres.

The network must demonstrate to ICT professionals, which contribute to the success of the project, that a SME supported by a resource centre is a potential future client. A valuable lesson has been that private ICT service providers can see such a project, on ICT usage led by the public sector, as unfair competition. The project managed to overcome this difficulty by opening its expert network to these providers, who are remunerated by the centres for their contributions.

The size of the project is important. Cybermassif would not have been feasible had it encompassed only one region. In addition, the fact that services offered to SMEs are free of charge, has played a major part in the success of the project, as was pointed out in the PRATIC 2006 Activity report.

Finally, the first managing team of the Cybermassif association played a crucial role in setting up the network, mobilising local partners, communicating good practice of the Saint-Etienne Cybersite, and providing strong support to resource centre managers. It is clear that efficiency of adapting similar experiences in other regions is important and according to UCCIMAC, rapidity of reaction, flexibility and adaptability of actions have ensured the success of the project.

PROJECT CONTACT DETAILS

Contact person

Name: Hélène Ribeaudeau Position: Project manager Organisation: Cybermassif association

Address: PASCALIS Parc Technologique de La Pardieu 10 Allée Evariste Galois 63000 Clermont-Ferrand FRANCE

Telephone: +33 4 73 44 56 31 Fax: +33 4 73 44 56 30

Email: [email protected] Project’s website: www.cybermassif.org

The information contained in this case study is up to date as of: September 2007

This case study has been prepared by Sophie Bussillet in the framework of a study carried out by Technopolis Group on behalf of the European Commission. The contents and views expressed in this case study are those of the author(s) and do not necessarily reflect the opinions or policies of the European Commission.