Where  we  are  with  digital  Current  state  of  the  digital  business  environment  in  Finland  

By  Mathias  Calonius,  Futurice  8.4.2013  

Current  facts  

Digital  is  in  the  mainstream  

90%  use  internet  

Of  the  whole  Finnish  population  aged  16-­‐74  years  

49%  has  a  smartphone  49%  followed  some  social  networking  service  

Source:  Tilastokeskus  2012  

0  

1000000  

2000000  

3000000  

4000000  

5000000  

6000000  

7000000  

8000000  

2007   2008   2009   2010   2011   2012  

1000

 euros

 

Online  sales  are  growing  fast  in  Finland  About  7-­‐8%  of  the  whole  private  consumption    

Source:  Tilastokeskus  2011,  2012  

Mobile  has  become  a  central  commerce  device  

78%  use  smartphone  for  shopping  related  activities  

Mobile  use  is  growing  really  fast,  already  at  the  level  of  35%  in  media  services  

70%  use  smartphone  while  shopping  in-­‐store  

Sources:  http://www.thinkwithgoogle.com/mobileplanet/en,  www.sanoma.com    

The  insight  

Online  and  offline  commerce  merge  

YESTERDAY   TODAY   TOMORROW  

4%  

96%  

8%  

54%  

OFFLINE  INFLUENCED  BY  ONLINE  

37%  

ONLINE  &  

OFFLINE  

ONLINE  ONLINE  

OFFLINE  

OFFLINE  

Digital  and  data  drive  sales,  marketing  and  service  development  together  

Marketing  becomes  a  process  and  customer  development  becomes  continuous  

Understand  where  you  are  now  

Learn  to  operate  in  the  digital  business  environment  

Starting  out  10%  

Basics  right    

40%  

High  ambitions,  weak  results    

40%  

Showing  the  way    

10%  

Focus  on  vision,  learn  from  peers,  start  with  high  impact  opportunities,  recruit  talent  

Learn  through  experiments  and  by  listening  to  the  customer  

Continue  to  develop  your  goal  and  vision  and  listen  to  your  customer  

Define  measurable  objectives,  manage  portfolio  of  projects  and  integrate  initiatives