added vertical descriptions

Layout.md

@@ -33,7 +33,9 @@ LEDGER project has to be integrated into NGI brand guidelines and has to be divu
 
 ### 3.2. Moodboards (/Communication/2.Moodboards)
 	- useful tool in the process of abstrating visual and semantical values from concepts and ideas. To be compiled per vertical or more general, take the shape of a collection of images.
+
 	NOTE: I would prefere to have only one mood, that applies to all verticals, and not to indulge too much to splitting our message in its thematic declinations (fredd)
+
 ### 3.3. Texts (/Communication/3.Texts)
 
 
@@ -48,10 +50,55 @@ The mission is to eliminate concentration of data in a few proprietary platforms
 
 Elected teams have to provide with Minimum Viable Products spanning into 6 verticals: Health, Economy, Mobility, Public Services, Energy & Sustainability plus one open to other topics named Disruptive Innovation.
 
+###### Health
+A state of complete physical, mental and social wellbeing, and not merely the absence of disease or infirmity.1  Because of the diffusion of wearables and mobile apps, a convergence of medical data coupled with an increasing quantity of non-medical and healthy lifestyle related data, there are new opportunities in terms of operators’ engagement and patient self-management.
+
+Expected Impact: 
+- To optimise individual and community self-reliance and participation in the planning, organisation, operation and control of health care in concert with public and private providers of health services. 
+- Minimum Viable Products contributing to boost digital health sovereignty, which would see public health as intimately bound up in how people create and replicate their communities, can leverage local knowledge, values, new technological opportunities and interconnections to better address emergent health issues.
+
+###### Economy
+There is an urgency for technological innovation aimed at simplifying the life of consumers and offering improved services by industry players. Because of the lack of communication between legacy software systems there is a lack of transparency at almost all levels and compartments: from the complexity of terms of services to a built in discretion in the governance dynamics of the industry. In this context, market complexity, data leaks and threatened consumer rights require innovative solutions for the qualitative technical enhancement of digital railways to process financial transactions, operate spending reviews and apply regulations in a transparent and accountable way.
+
+Expected Impact: 
+
+- The facilitation of experimentation on MVPs to improve the operations the financial services industry in a decentralised framework at the service of the real economy. 
+- Structural adoption of dis-intermediated solutions for customers and industry operators. 
+- Solutions should enhance technological, algorithmic and data sovereignty at the level of technical innovations and governance of power dynamics and value circulation in the industry.
+
+###### Mobility
+LEDGER  looks for new models to address societal and environmental challenges in a vast sector of the economy that is under a huge transformation by virtue of fast innovation.  New collaborative and mobility-as-a-service business models are generating new economic value in this industry. By leveraging innovations coming from ICT, the sector is moving towards a more open ecosystem.
+
+Expected Impact: 
+
+The types of expected impacts tackled by MVPs in this vertical relate to:
+- Viability and traffic with more intelligent data collection 
+- Open, transparent and privacy-aware data mining techniques at the service of more than one efficient and resilient transport system 
+- Tackling pollution to foster models that reduce reliance on fossil fuels and promote green energy powered mobility 
+- Marginal utility gains through decentralisation in logistic for supply chain management. This also includes the impact of logistics transport and the need for new models, especially in urban areas, where deliveries cause a tremendous impact in the day-to-day routines.
+
+###### Public Services
+Social services have been organised by endorsing the factory model resulting in a commodified model of citizenship. This has lead to extreme privatisation of public services, facilities and utilities and a pervasive approach to citizens control resulting in potential lack of European technological and digital sovereignty, sovereignty deficit when it comes to technology, algorithms and data management in public sector. As a result, challenges in the public services sector vary from the inherent complexity to execute procurement, to concretely and sustainably upscale innovative services, or still to create algorithms that are reusable in different circumstances and adaptable to different needs in different cities. 
+Expected Impact: 
+The goal is to address societal challenges from the bottom up and in a decentralised governance civic environment, whereby software serves the interests of all participants.
+
+###### Energy and Sustainability
+In the next few years, the energy market is expected to  experience deep changes caused by planned policy reforms in the European Union with its 20-20-20 climate & energy package agreed in 2010.2 The energy sector is dominated by legacy, public-private national energy distribution companies where producers drain data and value from consumers on the main AC-Grid still relying on fossil fuels and an obsolete proprietary distribution system.  The producers and consumers of renewable energy (the prosumers) are the same passive actors that produce energy and simply give it back to the main grid which in turn increases its profits by leveraging Big Data related to users.
+Expected Impact: 
+- Increasing the efficiency and savings opportunities of the consumers acquiring energy from traditional sources while accounting for social and  environmental costs. 
+- Fostering a more cooperative, sustainable and resilient decentralised model for natural resources management, based on consumers’ co-investment into collectively owned micro-grids, and business models rewarding not only traditional actors but also prosumers.
+
+###### Open Innovative Projects
+Vertical reserved for further societal challenges that need to be addressed. 
+Expected Impact: 
+- Contributing to address topics related to Sustainable Development Goals not addressed in the other verticals.
+- Strengthening and diversifying the offer of the LEDGER ecosystem of tools for decentralised data governance.
+- Contribute to the diffusion of solutions that are not contemplated in the five verticals analysed in previous sections of the work programme.
+
 ####	3.3.2. External
 ####	3.3.3. Divulgative
 
-### 3.4. FLOSS Based Economies
+### 3.4. FLOSS Based Economies 
 
 The evaluation of projects will focus on authentic feedback provided by communities of participants as well as their impact according to quantitative and financial indicators. The aspect of shared gains for the entire ecosystem impacted by projects will be regarded as an added value and a positive aspect of the proposed projects.
 
@@ -66,7 +113,9 @@ The envisioned concepts should relate in a way introduced by the Free Culture Mo
 
 ### 3.4.1 Virtuose creation
 
-Semiotic square of virtuose creation
+Semiotic square of virtuose creation 
+
+> image should be remade to fit brand identity
 
 The circularity suggests that any moment represented can be a starting point for agencies that focus on the process rather than a final result. The Distribution moment here acquires the form of a free and open market where interactions can be structured, traced and categorised: brilliant examples for such distribution models are on-line platforms like Soundcloud for musicians or Github for programmers, whose popularity and sustainability is noticeable despite the apparent lack of a “business model” and even the absence for monetisation through advertisements. Appropriation thus becomes not a moment for the restriction and management of author rights, but brings us back to the meaning of “Appropriate Technology” and includes the contextual and distributed agency for translations, adaptations, customisations and user experience improvements within certain communities. Creation follows Appropriation and indicates that the moment of authorship is closely bound to that of appropriated education as an intelligible passage of values between a concrete instance of knowledge and the individual. The individual or collective moment of Creation is less isolated from other moments and, rather than representing the enclosing act of immaterial property (often and wrongly referred to as intellectual property, it highlights that creation by individual or collectives depends on how vibrant is the context of Sharing and how effective is the Appropriation of value circulation within the language and schemes that form practitioners.