Uses of Time

In this conference, the important role played by ICTs in the current context for both businesses and organizations was highlighted as tools for positioning themselves in the virtual market.

Similarly, thanks to the progressive consolidation of virtual tools, new models of professional and business relationships are emerging based on direct and interactive communication, which often requires organizations to redefine their corporate identities within a more flexible and broader framework of relationships.

Various social actors emphasized the importance of incorporating these tools into this new framework of commercial and professional relationships in order to take advantage of their benefits and increase profitability and business competitiveness through their use.

Mr. Josep Ginesta, Director of the People Area at the UOC, welcomed the participants. Ms. Carme Freixa, Advisor on Public Policies and Social Use of Time at the Department of Welfare and Territorial Cohesion of the Barcelona City Council, inaugurated the discussions with the presentation and intervention of Ms. Lourdes Muñoz, Engineer, Deputy, and spokesperson for the Socialist Group on the Information Society (Web 2.0: An Opportunity for SMEs).

The Barcelona City Council presented various initiatives related to training and the promotion of the use of ICTs through the creation of the Cibernarium space (Technological Training Center for professionals) by its director, Mr. Jordi Roca, and Mr. Sergio Jerez, Executive Director of e-administration at the Barcelona City Council, presented the administration's commitment to e-government (E-Administration and Social Use of Time).

The morning session ended with the participation of several professionals from the private sector who presented some strategies and tools for virtual participation, such as microblogging and the network www.picotea.com (Microblogging and Internal Communication), led by Mr. José Luis Fernández Frontelo. Furthermore, Ms. Carmen Castro, Director of Sin Género de Dudas, expressed in her intervention (Economy and Use of Time in OTT) the importance of ICTs in the economy and in the development of a more equal society. Finally, Mr. César Calderón from Autoritas Consulting presented an innovative business model based on the resources offered by ICTs (The Nomadic Company).

The entire conference was broadcast in real time via streaming on www.agoranews.es, where all the videos of the discussions can be found, and it was followed by a significant number of people through various social networks.