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Transcript of Bbk ict market sweden 11 2013
OFFICIAL PROGRAM
Opportunities and Challenges
SWEDEN’S ICT MARKET
SWEDEN’S ICT MARKET
This report outlines the current state of the Swedish ICT
market and examines in more detail various sub-sectors,
which are growing and are likely to provide opportunities for
Swiss ICT companies.
This report also lists trade events and professional
associations which may help Swiss companies to gain a
greater understanding of the Swedish ICT market and
identify potential partners and customers.
Finally, the report examines regulatory issues, risk and
success factors and suggests market access strategies.
Using this report, Swiss ICT companies should be better
prepared to identify potential opportunities and strategies to
enter the Swedish market.
Language: English
Number of pages: 48
Author: Gunnar Niblaeus
Other architectural Reports: Are you interested in other
architectural Reports for other sectors and countries? Please
find more Reports here: www.switzerland-ge.com/reports
Contents
1. EXECUTIVE SUMMARY _______________________ 5
2. INTRODUCTION _____________________________ 6
3. SWEDISH ICT MARKET ANALYSIS _____________ 7
3.1. Overview _______________________________ 7
3.1.1. Historical review _________________________ 7
3.1.2. General characteristics _____________________ 8
3.1.3. Swedish regional ICT clusters ________________ 9
3.2. The market in 2013 _______________________ 10
3.3. SWOT analysis ___________________________ 11
3.4. Future trends across the ICT sector ____________ 12
3.5. ICT segments ___________________________ 13
3.5.1. IT Outsourcing _________________________ 13
3.5.2. ERP Systems __________________________ 14
3.5.3. Communication services __________________ 15
3.5.4. Industrial IT ___________________________ 16
3.5.5. Mobile applications _______________________17
3.5.6. Internet of Things _______________________ 18
3.5.7. IT Security ____________________________ 19
3.5.8. E-Government _________________________ 20
3.5.9. E-health _____________________________ 22
3.5.10. Cloud services _________________________ 24
3.5.11. IT entertainment _______________________ 25
3.6. Statistical data __________________________ 26
3.7. Key Swedish market entry points ______________ 33
4. ACCESSING THE SWEDISH ICT MARKET _______ 35
4.1. Trade events ____________________________ 35
4.2. Start-up infrastructure _____________________ 35
4.3. Regulatory issues _________________________ 38
4.3.1. The principle of public access to official documents 39
4.3.2. Public Procurement ______________________ 39
4.3.3. The Personal Data Act ____________________ 40
4.3.4. The Patient Data Act _____________________ 40
4.3.5. Archiving accounting data _________________ 41
5. RECOMMENDATIONS _______________________ 41
5.1. Background and recent developments ___________ 41
5.2. Target sub-sectors and market opportunities ______ 41
5.3. Market entry strategies _____________________ 42
5.4. Market and trading risk factors _______________ 43
5.5. Success factors __________________________ 43
5.6. Conclusions ____________________________ 44
6. USEFUL CONTACTS ________________________ 44
6.1. Government organizations __________________ 44
6.2. Trade, membership and professional organizations __ 45
6.3. Regulatory bodies ________________________ 46
List of tables
Table 1: Networked Readiness Index 2013 _________________________________________________________ 8 Table 2: ICT-related regional clusters ____________________________________________________________ 9 Table 3: IT Outsourcing actors ________________________________________________________________ 13 Table 4: ERP Systems actors _________________________________________________________________ 14 Table 5: Communication services actors _________________________________________________________ 15 Table 6: Industrial IT actors _________________________________________________________________ 16 Table 7: Mobile application actors _____________________________________________________________ 18 Table 8: Internet of Things actors ______________________________________________________________ 19 Table 9: IT Security actors___________________________________________________________________ 19 Table 10: E-Government actors _______________________________________________________________ 21 Table 11: E-health actors ____________________________________________________________________ 24 Table 12: Cloud services actors ________________________________________________________________ 25 Table 13: IT Entertainment actors _____________________________________________________________ 26 Table 14: Trade events _____________________________________________________________________ 35
1. Executive Summary
With a long tradition in international business relations and a generally open and curious attitude among its people, Sweden
offers an ideal environment for the development and early commercialization of new products and services, especially in the
ICT sector. The country not only ranks top in numerous business-related indicators, but also in “softer” areas such as quality of
life.
ICT plays an important role in Sweden, repeatedly having been identified as a critical field with enormous future potential. As
one of the fastest growing sectors in the country, the dynamic Swedish ICT industry disposes of a vast business potential for
innovative firms, meeting sophisticated users and demanding customers here, who are the drivers behind world-leading
solutions.
This dynamism comes with an ongoing consolidation of companies, many of which have been sold to foreign corporations,
which employ about 40% of the ICT workforce today. Foreign companies interested in doing business in Sweden come upon a
market which is growing but still graspable, regulated by competitive and transparent corporate taxation, which offers easy-to-
find access to information and key persons and constitutes a natural entry point and hub for the Nordic region. Location-wise,
Kista Science City in Stockholm lends itself as an ideal entrance point to the market, being the leading hotspot for
telecommunication and IT in the world.
For Swiss companies, entering the Swedish market is especially attractive due to the significant similarities that Sweden and
Switzerland share in mind-set and business structure, as well as the strength of the brand “Swiss made”. Interesting
opportunities also arise from the fact that many small companies in Sweden are in need of capital and other growth triggers.
Furthermore, Swiss knowhow could meet demand from Swedish banks that often have aging ICT systems. Not least, business
relations between Sweden and Switzerland have been brought to a new level through the conclusion of the Gripen Deal whose
offset business affects large economic fields.
The Swedish ICT market is particularly interesting for Swiss firms that are active in one of the following
areas, which have been identified as “pockets of growth” and important general market drivers within the
sector:
Mobility
Cloud Services
Big Data
Social Features
In addition, the Swedish government has recently taken strong measures to promote e-Government and e-health solutions by
initiating respective national strategies as well as authorizing increased public spending.
Although Sweden has a strong national ICT market itself, there are plentiful opportunities for Swiss
companies to profit from the above-mentioned similarities, the stable political framework and the positive
investment climate.
2. Introduction
Sweden has a central position in Northern Europe and is the largest market in the Nordic region, which includes Sweden,
Denmark, Finland and Norway. Sweden has, as the other Nordic countries, a stable economy. The economic growth in 2013 is
relatively strong, especially compared to the weak European surroundings. The Nordic countries with a population of 25
million people constitute the 12th largest economy in the world1.
Sweden has a long tradition of international business relations. This has led to an open and curious attitude among people and
underlines the importance of language skills. Sweden ranks in the top in many business-related indicators but also in more
“soft” areas as quality of life. Thus the country is an attractive location for international companies, not least as a natural hub
for the Nordic region.
Specifically in the ICT sector, Sweden offers an ideal environment for development and early commercialization of new
products and services. Demanding customers and sophisticated users are the drivers for world-leading solutions in this
growing yet graspable market.
This report is a description of the Swedish information and communication technology (ICT) market with the purpose to
provide a tool for Swiss small and medium-sized enterprises (SMEs) to identify and evaluate opportunities to enter this
market. This specific purpose is reflected in the content and scope of the report.
The first part is a general summary of the ICT market in Sweden. It includes a more detailed description of some selected
segments. The remaining part is more focused on opportunities and guidelines to get access to this market.
Information has mainly been collected from open sources. The source is stated in tables and figures and otherwise if applicable.
General descriptions and conclusions can also include the author’s opinions and know-how gathered from experience and a
network of persons with relevant background.
1 Business Sweden
3. Swedish ICT Market Analysis
3.1. OVERVIEW
In order to fully understand the current market, it could be useful to start with a retrospective. These are a few highlights that
have had a strong influence on the situation today.
3.1.1. Historical review
Ericsson and Telia (Televerket)
Ericsson is a global market leader in telecommunication with a long history in Sweden. The governmental authority for
telecommunications, Televerket, (later after privatization Telia and nowadays TeliaSonera) and Ericsson had a long history of
strong co-operation in development and implementation of new technology for telecommunication. This was also the case in
the development of mobile communication in 1970s and 1980s. Phones, base stations and other needed equipment were
developed by Ericsson with Televerket as a strong sponsor. Together with other Nordic countries, a standard frequency band
for mobile communication was defined and established. The standard was called NMT and has been replaced by GSM later on.
The outcome of this was a market leadership for Ericsson and a world leading infrastructure for mobile communication in
Sweden, covering almost the whole country, including remote areas. In fact, the long experience within the areas of telecom
and wireless has made Sweden an attractive centre for ICT-related R&D for many international companies as Apple, Ericsson,
Google, Huawei, Skype, Sony and many others.
The Internet-hype
In the late 1990s, Internet was established mainly as a source of information by search engines and rather primitive home
pages for companies and organizations. However, as the communication speed was improving and the costs were reduced, the
potential to create new business models became clear, primarily in the US and Scandinavia. The early success of Amazon.com
was perhaps the most important source of inspiration.
This also initiated a large number of start-ups in Sweden with all kinds of business ideas around the Internet. With talented
and visionary leaders, these companies attracted public interest and capital. The business logic was very much to reach a
dominant position in the market as quickly as possible. Speed was essential, costs were not. “Burning rate” became an
important indicator, meaning how quickly the company could consume the invested capital. The value of small companies with
limited sales but an attractive business idea, exceeded the value of established public companies.
This was a bubble, but an important fact is that many of the founders managed to sell their businesses to bigger actors before
the downfall. Thus, a considerable number of very young persons became millionaires. Ever since, this is a real inspiration for
new start-ups. The young millionaires have become venture capitalists and “business angels” for new companies. Skype and
one of its founders, Niklas Zennström, is a good example and there are many others.
The burst of the bubble also caused a dramatic fall (-80 %) in applications for higher ICT education. This generated a
competence gap, which Sweden is still suffering from. To compensate for this gap, the laws for immigration and work permits
have been changed to facilitate an inflow of experts.
Broadband for all
Swedish politicians on all levels, not least the government, were also very much affected by the potential of the Internet. This
could be an opportunity to connect all parts of Sweden to the world, environmental impact from travelling could be reduced,
etc. The location of a company would not be crucial if only the Internet-connection was good enough.
A political vision, “Broadband for all” was formulated, stating that all parts of Sweden should have access to fast broadband
networks. To quite an extent, this has been realised and the access to fast Internet in Sweden is among the best in the world
since many years. It is definitely part of the infrastructure in the country.
Home PC-reform
In the late 1990s the “Home PC-reform” was launched by the government. The purpose was to facilitate for households to buy a
PC. People were given the possibility to purchase a computer through their employer on very favourable terms, supported by
the government through tax deductions. The result was that Sweden became a nation with a very high penetration of privately
owned computers.
3.1.2. General characteristics
ICT is important in Sweden. This sector has been growing fast and has repeatedly been identified by many instances in the
country as a critical sector for the country, a sector for the future with a potential to boost and gradually replace traditional
manufacturing industry.
According to the Swedish IT and Telecom Industries (a member organization), the total turnover in this sector is about
70 billion Euro with more than 200 000 persons employed as per end of 2011. This makes the ICT sector one of the most
important parts of the Swedish economy.
The ICT sector is dynamic and there is an on-going consolidation of companies. Many companies have been sold to foreign
corporations and about 40% of the persons employed work for a foreign-owned company2.
The sector is represented in almost all regions of Sweden, but the concentration to the Stockholm area is remarkably high.
Stockholm is dominating with almost 50% of the ICT-workforce, followed by the Gothenburg region with 18% and Malmö-
Lund and Linköping regions with 5% each.
The government has an appointed minister for ICT with the following vision:
"Sweden is to be a leading IT nation, where technology serves the people.“
Basically, the first part of this vision has already been realised. The government launched a Digital Agenda in 2011, where the
ambition to include the whole society in the development and use of ICT is clearly expressed. The agenda is named “ICT for
everyone”.
Swedes have a high self-esteem concerning the level of ICT in their country. This is also supported by numerous ranking lists.
One example is the Networked Readiness Index (NRI). The NRI aims to measure the ability of countries to leverage
information and communication technologies (ICTs) for improved competitiveness and wellbeing. This index is a core part of
the Global Information Technology Report 2013, the 12th in the series, published by the World Economic Forum. Table 1
shows the top ten countries in the world. In 2013, Sweden lost its top position, which it had held for several years, to Finland.
Sweden has maintained its score while Finland and Singapore have improved their ranking in several of the indicators.
Table 1: Networked Readiness Index 2013
RANK COUNTRY SCORE RANK 2012
1 Finland 5.98 3
2 Singapore 5.96 2
3 Sweden 5.91 1
4 Netherlands 5.81 6
5 Norway 5.66 7
6 Switzerland 5.66 5
7 United Kingdom 5.64 10
8 Denmark 5.58 4
2 http://www.vinnova.se/upload/EPiStorePDF/va_13_07.pdf
9 United States 5.57 8
10 Taiwan 5.47 11
Source: World Economic Forum (2013)
Sweden is a sparsely populated country with long distances. Most of the people live in cities and urbanization is still on-going.
This constitutes a big challenge for all kinds of infrastructure. How to keep people living in remote areas connected? How can
companies in these areas be competitive? This has been a strong driving force for the development and investments in
telecommunication networks, not least mobile networks.
Thus, Sweden together with Finland, is the birthplace of wireless technologies such as GSM, WCDMA, LTE and Bluetooth.
Networks manufactured by Ericsson, one of Sweden’s biggest companies, handle almost half of the world’s mobile traffic3.
Ericsson, with a revenue of EUR 30 billion and 112 000 employees worldwide (17 000 in Sweden), is the dominating player in
the Swedish ICT-sector.
Swedes - individuals as well as companies and organizations - have a reputation as “early adopters”. Consumers are curious
and willing to test new things. The potential in new technology to increase competitiveness is continuously followed and
evaluated by companies. Sweden is often used as a test market for new solutions by global companies. It is a small,
homogenous market with well-educated people.
Swedes also regard themselves as innovative in ICT, with a capability to create new businesses and companies with
international reach. Some successful examples:
QlikTech, a company founded in Lund, offering a software called QlikView for transforming complex data into easily-
understandable information. The head-office is located in the US and the company is among the top three of Forbes’ 2012 list
of America’s 25 fastest-growing tech companies, alongside Apple and LinkedIn4.
Spotify, an online streaming music service, has grown to 24 million active users in 28 selected markets5 in only a few years.
Skype, the free Internet calling tool, is perhaps the most well-known example. Co-founded by Niklas Zennström, the
company was sold to eBay for USD 2.6 billion in 2005.
3.1.3. Swedish regional ICT clusters
There are many regional initiatives to support the economic and social development is Sweden. In 2009, Vinnova has
conducted a survey about clusters in Sweden. Cluster can mean different things from improvised and spontaneous cooperation
between companies in a region to more organized and financed initiatives.
Below is an extract from the Vinnova-report, where clusters related to ICT have been selected. It should be noted though, that
some additional clusters targeting a specific industry sector, such as the Pulp & Paper or Steel industry, can also include ICT-
related issues.
Table 2: ICT-related regional clusters
ORGANIZATION REGION FOCUS WEB-ADDRESS
Process IT Innovations Norrbotten, Västerbotten New IT solutions for the base
industry
www.processitinnovations.se
Internet Bay Norrbotten, Västerbotten, Oulu Support local ICT companies to
reach international markets
www.internetbay.com
3 www.sweden.se
4 www.qliktech.com
5 www.di.se
Future Position X Gävleborg Geographical IT www.fpx.se
Fiber Optic Valley Gävleborg, Västernorrland Sensor- and broadband www.fiberopticvalley.com
Compare Värmland Competence provision and
local establishment of ICT
companies
www.compare.se
Automation Region Mälar-valley Industrial automation www.automationregion.com
Robot Valley Västmanland, Södermanland,
Örebro
Robotics for industry, logistics
and healthcare
www.robotdalen.se
Kista Science City Stockholm ICT, particularly wireless
communication
www.kista.com
Mobile Heights Skåne Mobile communication www.mobileheights.org
Telecom City Karlskrona (Blekinge) Telecommunication and IT www.telecomcity.org
Source: Vinnova report 2009:31 Kartläggning av svenska klusterinitiativ (2009)
The most important of these is Kista Science City, which is a world-leading hotspot in telecom and IT. Currently there are close
to 1200 ICT companies located in Kista, 90% of them are export companies6. Several international ICT companies have located
R&D activities in Kista.
In addition to these clusters there are a number of Science Parks and Incubation Centres, usually connected to a university.
There is a non-profit association called Swedish Incubators & Science Parks (SISP) with national coverage. SISP has 64
members representing 5 000 companies. The focus is growth in knowledge-based companies.
Some of these Science Parks have a long and successful history. Many successful ICT companies have their origin in Ideon
Innovation in Lund, Chalmers Innovation or Mjärdevi Science Park in Linköping. Lately Minc in Malmö has been noticed in
media in connection with Apple’s acquisitions of two Swedish companies, Polar Rose and AlgoTrim. See more at www.minc.se
Information about SISP can be found on www.sisp.se.
3.2. THE MARKET IN 2013
The total Swedish ICT market is expected to grow slightly with 1-2 % during 2013. This reflects an uncertainty about the
general economic development, especially in Europe. According to the most recent information, the trend is slightly more
optimistic for the remaining part of the year7.
The competition is strong in the commodity type of products and services such as hardware, outsourcing and application
management, where the price erosion is expected to be 3-4 %.
However, there are emerging areas where the growth is expected to be considerably higher. This is expressed in the following
way by Tieto, the third largest IT service provider in Sweden, in their Q2 2013 report:
“Areas like mobility and cloud services are expected to
see double-digit growth rates while the market for traditional IT services is likely to decline”
Tieto has identified “pockets of growth” which are regarded as important general market drivers:
6 www.kista.com
7 http://radareco.se/r/2013/it-radar-2013-it-marknadens-utsikter-och-forutsattningar-infor-2013/
Mobility is a core driver of the IT landscape as it changes the way enterprises interact with customers, partners and
suppliers, and empower their workforce with access to information and services. The growth trend is expected to further
accelerate, as mobility is gradually becoming an integrated component in traditional IT projects.
Cloud: Customers are increasingly transferring their operations into scalable and flexible cloud environments, where
capacity provisioning takes only a few minutes while it previously took several days. Due to the increased efficiency
resulting from a higher level of automation, the profitability of cloud services is higher than that of traditional services,
which are now being cannibalized.
Big data is expected to be one of the fastest growing areas of IT services in the longer term. It is utilized to store and
analyze massive amounts of data, such as information on customer behavior or a large quantity of sensor measurements,
making it possible to develop applications to solve new kinds of complex business problems. Big data currently represents
around 1% of the IT services market and the share is expected to grow to around 5% by 2016.
Social features are standard in most digital consumer services, and are increasingly being integrated in work
environments as well. As a result, organizations are able to rapidly gather new information, insights and intelligence from
the external environment, making them more responsive and adaptive to change.
3.3. SWOT ANALYSIS
Strengths The Swedish ICT market is dynamic and growing but still
graspable
Easy to find information and get access to key persons
International business environment with full acceptance
of international partnerships and ownerships
Corporate taxation is competitive and transparent
Sweden is a natural entry-point and hub for the Nordic
region
Swedes are open-minded and willingly embrace new
ideas and technology
Lots of similarities between Sweden and Switzerland in
business structure and mind-set
Sweden is a well-functioning, dynamic society with clean
environment, good health care and lots of opportunities
for leisure activities
Weaknesses Tough international competition with price pressure for
products and services which are seen as commodities
Not the largest ICT market in Europe
Prices for houses and apartments in Stockholm are rather
high
The business and management culture is perceived as
special by foreign companies. Communication and
involvement are important in a Swedish organization and
can prolong decision making
Opportunities “Swiss made” is a strong brand
Gripen-deal and the Swiss Industrial Participation
Program
Lack of ICT expertise in Sweden
Lots of small companies in need of capital and other
growth triggers
Some Swiss companies have a strong presence in
Sweden, not least ABB
Strong Swiss ICT know-how in banking could be useful
for modernizing aging systems in Swedish banks
Threats Switzerland is so far not among the top 15 trading
partners for Sweden. Swedes normally turn to Germany
or the US in ICT matters
No Gripen-deal and the Swiss Industrial Participation
Program will not be realized
Swiss ICT companies are not well-known
3.4. FUTURE TRENDS ACROSS THE ICT SECTOR
Usability
“Jävla skitsystem!” (“Stupid bloody system!”) is the title of a book by Jonas Söderström, published in 2010, which refers to the
many frustrated users of IT systems. In a report about IT work environment8, the Swedish trade union “Unionen” estimates
that every person could save half an hour per day on average, if the IT system would work properly with the required
functionality. The book has been sold in many copies and Jonas Söderström is a popular speaker. The problems with IT
systems are a mix of technical and usability issues.
Usability is part of an increased awareness of the “hidden costs” of an IT-system, the failure to deliver the expected benefits. If
users can’t use the system properly, but are busy with finding workarounds instead, the intended benefits won’t be reached.
Usability is being considered as a future competitive edge for successful actors.
Mobility
Mobility is changing the way people work in an enterprise or organization. Mobile access to IT systems is gradually becoming
an integrated part in application management and new development projects. The growth in mobile solutions is expected to
continue and even accelerate. There are several challenges in this development, such as security, device-independence , user
support, etc. Still, the potential benefits are considerable and substantial resources are allocated to provide mobile solutions for
enterprises.
Big data
As the cost of computing power, data storage and Internet access have plunged over the past two decades, companies have
recognized the power of data in their businesses. Big data is expected to be one of the fastest growing areas of IT services in the
longer term. It is utilized to store and analyze massive amounts of data, such as information on customer behavior or a large
quantity of sensor measurements, making it possible to develop applications to solve new kinds of complex problems.
Big data is “hot” and is discussed in numerous events and seminars covering all sectors of business and society. Many start-ups
have Big data as their basic business concept. However, looking into the number of real implemented applications, the
impression arises that Big data is currently in a rather early stage of its development.
One Swedish success story is Panopticon Software, a company specialized in the visualization of relevant data in real-time to
see hidden patterns, track market trends as well as spot and resolve problems. Their solutions are used in the financial services
market, for example. Panopticon was acquired by US-based Datawatch earlier this year.
Cloud computing
Cloud computing has established as a mega trend. For traditional IT Services providers, Cloud services are now a natural part
of their offering. The main drivers for enterprises and organizations are cost reductions and flexibility. Security is the main
barrier.
Social features
Social features are standard in most digital consumer services. A clear trend here is the increasing interest from enterprises to
integrate this kind of features in their environment. As a result, organizations are able to rapidly gather new information,
insights and intelligence from customers, partners and external sources, making them more responsive and adaptive to change.
BYOD (Bring Your Own Device)
Bring your own device (BYOD) means the policy of permitting employees to bring personally owned mobile devices (laptops,
tablets and smart phones) to their workplace, and use them to access company information and applications.
According to Logicalis who refers to a paper by Ovum, BYOD is common in “fast growing” economies (including Brazil, Russia,
India, UAE, and Malaysia) with up to 75% of the respondents using their own device at work9. In Sweden, the demand from
younger persons to be able to use their own device at work is growing, too. It is simply more convenient. So far, Swedish
enterprises have been very reluctant to give respective permissions due to security reasons. The business risks are obvious.
8 http://unionenopinion.se/wp-content/uploads/2012/08/Tj%C3%A4nstem%C3%A4nnens_it_milj%C3%B6_FINAL.pdf
9 http://www.logicalis.com/news-and-events/news/logicalis-white-paper-byod.aspx#.Ui7yojbIbZQ
However, mobility and accessibility aspects are pushing in the same direction as well as productivity reasons. Therefore, it
could be expected that BYOD is here to stay and solutions to security problems will be found.
3.5. ICT SEGMENTS
3.5.1. IT Outsourcing
Outsourcing of server management, network management and desktops to external companies has been a popular cost-cutting
measure for several years. The segment has had a substantial growth during the last years. This is expected to continue, not
least in the public sector. The revenues in this segment are estimated to be about EUR 2-3 billion10. The duration of the
contracts is normally several years and value of the yearly renewals varies according to price expectations.
Price competition is tough. In Sweden, Indian companies have experienced a remarkable development during the last years.
They are gaining market share and are highly ranked in customer satisfaction surveys. Within only a few years, Indian
companies have reached 15 % market share11.
The customers in this segment have become more professional in their purchasing processes compared to the early times of
outsourcing. Service Level Agreements are handled with great care and performance indicators are monitored.
Major players Table 3: IT Outsourcing actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Tieto FI/SE IT Service provider www.tieto.com
IBM US IT provider
Logica/CGI CA/SE End-to-end www.logica.se
EVRY NO IT Service provider www.evry.se
Cap Gemini FR IT Service provider www.se.capgemini.com
Volvo IT SE IT Service provider www.volvoit.com
Tata CS IN IT Service provider www.tcs.com
Accenture US IT Service provider www.accenture.com
HP US IT provider www.hp.com
Fujitsu JP IT provider www.fujitsu.com/se/
TDC Hosting DK IT Service provider www.tdchosting.se
CSC US IT Service provider www.csc.com/se
Siemens DE IT provider www.siemens.se/
Future trends The outsourcing market in the Nordic region is close to EUR 8 billion with an expected growth of 6, 5 % between 2012 and
201512. The public sector is expected to increase their outsourcing activities.
Lately, Cloud computing is becoming a real option in some areas. This opens up opportunities for new actors. According to the
analysis company Radar, the average cost for storing 1GB of data during one month in-house, outsourced and in a cloud
environment is roughly the following:
10
www.idg.se 11
Whitelane Research 12
Analyst Technologies, 2012
This clearly illustrates the growing interest for Cloud computing.
The competition is fierce in this segment.
3.5.2. ERP Systems
ERP (Enterprise Resource Planning) systems are IT-solutions that cover most of the business processes in a company or
organization. They are normally targeting all kinds of businesses and organizations.
There are two different types of actors in this segment: system providers and system integrators. The system providers have
different models for their businesses. The global players normally have a partner program while some of the smaller players
also handle the implementation projects.
System integrators are responsible for the implementation of projects and most often for the application management. They
are normally certified partners to the license provider. All major IT service providers are among the integrators.
ERP-systems in Swedish companies are generally quite old. 40 % of the Swedish organizations have systems that are more
than 12 years old13. This is quite remarkable if you consider the rapid technical development. Low results in customer and user
satisfaction surveys constitute another remarkable observation.
SAP in particular and Oracle are the dominating systems in larger international companies. For SMEs the situation is different.
Traditionally, Swedish suppliers have a strong position. Intentia, IBS and IFS all had a substantial market share 10 years ago,
especially in medium-sized companies. However, all three have had problems to upgrade their systems to new technology.
Intentia with their system Movex is now part of Lawson (later merged into Infor), while the other two are still in the market,
but Microsoft Dynamics and others are gaining market share in the segment. Domestic solutions are also dominating in
smaller companies. This part of the segment is more fragmented. Solutions as Jeeves and Monitor have had some success
lately, but there are many others.
Major players Table 4: ERP Systems actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
SAP DE License provider with partner
program
www.sap.com/sweden/
Oracle US License provider with partner
program
www.oracle.com/se/
Infor/Lawson US Provider/integrator www.infor.com
Microsoft US License provider with partner www.microsoft.com/sverige/
13
Radar Ecosystems
0
2
4
6
8
10
In-house Outsourcing Cloud
Monthly cost for storing 1 GB (SEK)
program
IFS SE Provider/integrator www.ifsworld.com
IBS SE Provider/integrator www.ibs.net
Jeeves SE License provider with partner
program
www.jeeves.se
Monitor SE Provider/integrator www.monitor.se
IBM US Integrator
Cap Gemini FR Integrator www.se.capgemini.com
Tieto FI/SE Integrator www.tieto.com
Acando SE Integrator www.acando.com/se/
Logica/CGI CA Integrator http://www.cgi.com/
Future trends There is a general need to upgrade or replace many of the current ERP-systems. They are based upon old technology even if
regular upgrades have been made. The usability is not meeting the expectations of the users. Still, the incentive to change is
low, due to the risks in such a project. Needed decisions are postponed. Sales of licenses and implementation projects could
therefore be expected to increase from a low level when the economic outlook is more positive.
The application management part of the market is stable.
There is a growing market for add-on applications to existing systems. This includes portals for order management, mobility
functionality, Business Intelligence-tools, CRM (Customer Relationship Management) solutions, etc.
3.5.3. Communication services
This segment includes the main services provided by the telephone operators. In addition to the traditional players there are
companies focused on broadband services, IP-telephony and Internet-based services.
The traditional operators are dominating with TeliaSonera as the biggest company, followed by Tele2, Telenor and Hi3G
Access AB. Even if these companies are not expanding, rather the opposite, they are still fundamental for the infrastructure in
Sweden.
Beside the operators there are companies with their background in TV-distribution, broadband networks and IP-telephony.
ComHem AB is a major player in TV-distribution and broadband, and Skype is the most famous IP-telephone company.
The strongest development is in the Internet-based services area with a number of new companies and applications. Among
these are telephone directories, payment services and a number of other specialized services. Klarna is an example of a new
and fast growing company dealing with Internet payment services. The company was founded in 2005 by three students.
Today, it has 10 million customers and is the market leader in Europe. Recently the Swiss private equity company Partners
Group bought an equity stake indicating a market value of Klarna at EUR 900 million14.
Major players Table 5: Communication services actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
TeliaSonera SE/FI Telephone operator www.telia.se
14
http://www.di.se/artiklar/2013/8/15/klarna-varderas-till-miljardbelopp/
Tele2 SE Telephone operator www.tele2.se
Telenor NO Telephone operator www.telenor.se
Com Hem SE Cable TV, broadband www.comhem.se
Eniro SE Telephone directory www.eniro.se
Klarna SE Internet payment services www.klarna.com
Future trends Traditional telephone communication services including mobile phones are in a relatively stable situation. Employment is
slightly decreasing. The Internet-based specialized services area is under strong development with a diversity of new
companies starting up. Many of these companies will be consolidated into larger organizations, but it is expected that many
different services will co-exist in complex networks to offer consumers and organizations new services over the Internet.
3.5.4. Industrial IT
Industrial IT includes IT-systems used in an industrial production process. These can be automation systems, industrial
robots, process monitoring, CAD (Computer Aided Design) and similar. Frequently used acronyms are MES (Mill Execution
Systems) and EMI (Enterprise Manufacturing Intelligence). MES are IT solutions that control the important production
processes. EMI represents software solutions that collect and present manufacturing-related data from a variety of sources in
order to provide decision makers with clear information about the organization's performance.
Embedded ICT systems are included in this segment. Embedded systems are ICT-systems with a specific task as part of a larger
mechanical or electronic system. There is a wide variety of these systems, from smart sensors, mobile phones, safety systems in
vehicles to e.g. avionics systems in the military aircraft Gripen. The number of applications is almost unlimited.
The manufacturing and base industries are very important for the Swedish economy. High labor costs have been a driver for
automation and stream-lined production processes. ICT is becoming a very important component in this on-going process.
This segment has been selected as one strategic area for research & development on a national level. The government has
allocated substantial resources to support this. The cluster called “Process IT Innovation” has been appointed to manage this
effort.
Major players Table 6: Industrial IT actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
ABB CH Automation, robots, MES www.abb.com
Siemens DE Automation, PLC
(Programmable Logic
Controller)
www.siemens.com
AspenTech US MES, EMI www.aspentech.com
Volvo IT SE Wireless Car www.volvoit.com
HiQ SE Embedded systems www.hiq.se
ÅF Technology SE Embedded systems www.afconsult.com
Cybercom SE Embedded systems www.cybercom.com
Combitech (Saab) SE Embedded systems, industrial
IT
www.combitech.se
Prevas SE Embedded systems, MES, EMI www.prevas.com
IAR Systems SE Programming tools for
embedded systems
www.iar.com
Future trends The cloud is also coming to the automation and Industrial IT arena. These systems are typically very mission-critical and it is
expected to be a slower transformation. The need to collect and store big amounts of data will be a driver. One small Swedish
company, AcobiaFLUX, has launched the concept Cloud Automation.
Major new software applications will be in wireless sensors and distributed peer-to-peer networks – tiny operating systems in
wireless sensor nodes, and the software that allows nodes to communicate with each other as a larger complex adaptive system.
The awareness of harmful intruders and other system security risks has increased as a result of Stuxnet, a computer worm
targeting Siemens Control systems, created to attack Iran's nuclear facilities.
A comprehensive report on future trends can be found in the “European Roadmap for Industrial Automation”,
http://processit.eu/Content/Files/Roadmap%20for%20IPA_130613.pdf, published by ProcessIT.eu in a Finnish-Swedish
cooperation.
3.5.5. Mobile applications
Sweden is a highly mobile country. Mobile penetration is at least 140%, and smart phone penetration is well above 50%, one of
the highest in the world15. Mobile applications in this context refer to applications for smart phones and tablet computers.
This technology requires know-how from system development for mobile phones, innovativeness and Internet-technology. It
fits very well with the Swedish ICT competence profile. A large number of companies are developing mobile applications. Most
of them are small and primarily focused on the consumer market with games and entertainment applications.
Mobility is changing life also in enterprises. Mobile access to information and applications is an integrated part in most IT
projects. The required functionality can be reached by building a mobile application specifically for the devices selected.
Another method is to build a web-interface, mobile web, which fits different web-browsers, including smart phones and
tablets. “Responsive web” is a term used for applications that automatically detect what kind of device is being used and adapt
the user interface accordingly. Enterprise applications could also be new tools with limited connection to enterprise systems.
There are applications such as calculation tools, map-based systems, etc , for mobile workforces, systems that are technically
very similar to applications targeting the consumer market. The demand for competence and resources is big.
Mobile solutions in general constitute a security concern for enterprises. What happens if the mobile device is lost? Security
policies and solutions are key in implementing mobility.
Another kind of mobile applications are technically very advanced solutions aimed at the in-built functionality in a mobile
device. This is an area where Swedish companies are successful, which has caught the attention of global players as Apple.
Recently, a couple of Swedish companies were acquired by Apple. AlgoTrim is a company developing advanced solutions for
mobile devices within the fields of data compression, mobile imaging and video and computer graphics. These solutions are
designed for high performance and small memory requirements, making them ideal for mobile devices. It is estimated that by
the end of 2011, AlgoTrim technology was in use in 100 million mobile phones16. AlgoTrim was acquired by Apple during the
summer.
Another example is Polar Rose, a company making software for facial recognition. Polar Rose was sold to Apple in 2010.
Mobile payment services are attracting a lot of interest. The technology is either based on Near Field Communication (NFC) or
other means such as card readers attached to the phone. Izettle is a Swedish company working with card readers.
15
http://mobithinking.com/country-guides-home/guide-mobile-web-sweden 16
http://www.99mac.se/artikel/4392-apple-bakom-kop-av-skanska-algotrim
Major players There are a lot of small companies developing applications for mobile phones and tablets. The following web-address contains
a large number of companies: http://www.applikationsutvecklare.se/svenska-app-foretag/.
Tieto and HiQ are players that develop mobile solutions for companies from scratch.
Table 7: Mobile application actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
iZettle SE Mobile card payments www.izettle.com
Appanero SE Mobile applications www.appanero.se
Tieto FI/SE Product development www.tieto.com
HiQ SE Product development www.hiq.se
Future trends Mobility will become even more important in the future. Mobile devices are gaining market share rapidly compared to desktop
computers and laptops. Smartphones and tablets are expected to become the primary devices for Internet access.
Mobile payment services, also named mobile wallet services will be the most significant development in the payments industry
during this decade according to Berg Insight, an analyst company in the Telecom industry.17 Berg Insight expects that 2016–
2017 will be the first years in which mobile wallets approach mass market penetration and more than ten million new wallet
users will then be added on an annual basis.
Security issues will continue to be a focus area. Fingerprint sensors represent a promising technology to improve the
identification management.
3.5.6. Internet of Things
“Internet of things” normally refers to objects communicating directly with each other using the Internet. RFID is the typical
example. RFID is an old technology often used in anti-theft applications and for access control. This is still valid, but the
technology is experiencing a new era as the demand for traceability and identification of objects is increasing. Tracing of
objects on item level requires a large amount of transponders. The increasing volume leads to lower prices, which generates
new opportunities for the technology. The cost for identification is also going down. Some smartphones already contain RFID
readers. The technology can thus replace or complement barcodes.
Another expanding area of application is M2M (Machine to Machine) communication. The most well-known example is
automatic meter reading. A large number of electricity meters are now being equipped with a kit to enable reading the
consumption from distance. This saves costs for the electricity companies and goes well in line with the energy saving
ambitions.
Smart sensors can also be included in this segment. Sensors embedded in physical objects are linked through networks, often
using the same Internet Protocol (IP) that connects the Internet. These networks collect huge volumes of data that flow to
computers for analysis. When objects can both sense the environment and communicate, they become tools for understanding
complexity and responding to it swiftly.
17
http://www.berginsight.com/ReportPDF/ProductSheet/bi-mobilewallet-ps.pdf
Major players Table 8: Internet of Things actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Maingate SE M2M www.maingatesolutions.com
Vilant FI RFID www.vilant.com
Tagmaster SE Long range RFID www.tagmaster.com
Siemens DE RFID www.siemens.com
UPM Raflatac FI RFID transponders www.upmraflatac.com
Acreo SE Smart sensors www.acreo
Future trends RFID has been a promising technology for decades, but the commercial break-through is still to be seen. Demand for
traceability on item-level is increasing and mass-implementations by WalMart, Tesco and other retailers will drive the cost
down. Perhaps this will be the long awaited trigger.
Smart sensor networks technology is mostly in an early phase. It is a very promising technology though, and the connection to
big data is obvious.
3.5.7. IT Security
IT security is a wide area with many different aspects. The traditional key concepts are confidentiality, integrity and
availability. IT security is a major concern in all ICT segments. Everyone is thinking about IT security. It is not a special
technical issue for the IT department anymore.
The Swedish market for IT security is estimated to EUR 300 million in 2013 and is growing. 75% is services and the remaining
25% is software. In addition it can be noted that traditional security enterprises such as Securitas, Assa Abloy, G4S and others,
are incorporating IT security in their services. This part would add another EUR 600 million18.
The main challenges are the explosion of data, increased access to systems from consumers and the fact that threats are
continuously becoming more sophisticated.
Major players Table 9: IT Security actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Symantec US Antivirus www.symantec.com/sv/se/
F-Secure FI Antivirus www.f-secure.com
Cygate (TeliaSonera) SE/FI Secure IT infrastructure www.cygate.se
Secode SE IT Security services www.secode.com
Truesec SE Consultancy, training www.truesec.se
Cybercom SE Identity and access, industrial
systems security
www.cybercom.com
18
http://sakerhet24.idg.se/2.29373/1.500237/nu-tanker-alla-sakerhet
Safeside SE Consultancy www.safeside.se
Future trends The awareness of security risks has increased in all organizations. It seems as if the transfer of services to cloud environment
triggers discussions about IT security. The managements of organizations are pushing for IT security policy and much-needed
investments. IT security definitely has caught on management attention.
Mobile devices and the BYOD trend is challenging from most IT security aspects. This will create a strong demand for
technology and applications to meet the respective requirements.
IT security in automation systems is a growing concern, too. This requires special expertise, as the character of these systems is
very different from ERP- or Office systems. Stuxnet (virus incident targeted at Iranian nuclear plant that was affecting
Siemens’ automation field Siemantic (leading system for process control)) was perhaps the trigger for this growing concern. In
Sweden, these risks are rated as national security risks.
3.5.8. E-Government
An extensive description of e-Government in Sweden is available in an e-Government factsheet from 2012 issued by the EU:
http://www.epractice.eu/files/eGovernmentSweden.pdf. It seems, however, that that other countries have caught up and
passed by Sweden in e-Government19 during the past years. Perhaps this has triggered the increased efforts by the Swedish
Government in this area.
A major concern in Sweden is the fact that more than 1 million persons are not able or willing to use the Internet, in particular
elderly people. In a digitalized society, this constitutes a real problem. This is probably why the Digital Agenda that was
launched by the Swedish Government in 2011 is named “ICT for everyone”20. Digital inclusion is a key word in this document.
It is stated that the government’s task is to create good conditions through rules, to formulate policy goals and to eliminate
obstacles to development. However, in order to reach a world leading position in exploiting the opportunities in digitization,
the government has decided to set up a “Digitization Commission”.
The Digital Agenda identifies four strategic areas based on the user’s perspective:
easy and safe to use
services that create benefit
the need for infrastructure
the role of ICT for societal development
In the specific area of e-Government, the government has set up an “e-Government Delegation” in 2009
(www.edelegationen.se). The principal task of the Delegation is to coordinate the e-Government development projects and to
follow up their impact on citizens and business operators. A further task of the Delegation is to coordinate specific IT
standardization issues and assist the Government in the international work in this area. In April 2013, the Delegation got an
additional remit on IT standardization in health care.
In December 2012, the strategy document “With the citizen in the centre”21, a strategy for e-Government was launched by the
government. The main goals are:
A simpler life for citizens
More open management that supports innovation and inclusion
Higher quality and efficiency of operations
The actual procurement of e-Government services is coordinated by the National Procurement Services, an organization that
was established in January 2011 as a department within the central government authority Kammarkollegiet. Its task is to offer
central government authorities framework agreements for goods and services of general use. In the ICT-area, local and
regional authorities as well as central government authorities can use these framework agreements.
19
http://it.almegabloggar.se/2013/07/10/gar-det-bra-for-sverige 20
http://www.regeringen.se/sb/d/108/a/181801 21
http://www.regeringen.se/content/1/c6/20/60/04/c096c8a9.pdf
On the local and regional level there is another organization, The Swedish Association of Local Authorities and Regions,
SALAR (SKL in Swedish). SALAR represents Sweden's 290 municipalities and 20 county councils, including the regions of
Gotland, Halland, Skåne and Västra Götaland. Within SALAR there is a company called Kommentus. Through their
organization for procurement, SKL Kommentus Inköpscentral, procurement of ICT solutions is coordinated and frame
agreements are signed.
Major players Table 10: E-Government actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
CGI Sweden CA/SE IT service provider www.cgi.se
Tieto FI/SE IT service provider www.tieto.se
Cybercom Group SE Connected world www.cybercomgroup.com
Ida Infront (Addnode) SE Case management, secure
exchange of information
www.idainfront.se
www.addnode.se
Softronic SE Management and IT
consultancy
www.softronic.se
Visma Consulting NO IT services for the public sector www.visma.se
Artvise SE Document and case
management
www.artvise.se
Knowit SE IT Service provider www.knowit.se
Capgemini FR IT Service provider www.se.capgemini.com
Vergic SE Customer service on-line www.vergic.com
Lemontree SE Automated e-Government,
EGO
www.lemontree.se
Software Innovation NO Public 360° - Document and
case management
www.software-innovation.com
Future trends e-Government is dependent on public funding and the Swedish public finances are generally strong. However, there is a
significant cost cutting pressure on most governmental agencies and authorities. The finances on the regional and local level
differ significantly. Increased self-services for citizens and companies can improve efficiency as well as the service-level and
accessibility. Investments in e-Government are therefore expected to continue.
The strategy document “With the citizen in the centre” is a general guideline, which clearly defines the future prioritized
activities.
High usability for all citizens is very important. Services must be easy to use and uniformity across administrative bodies is
important.
The development will continue to provide open access to data and services with standardized interfaces to enable many actors
to develop and offer complementary services.
Coordination of development projects and IT operations will be strengthened in order to secure an efficient use of resources.
This is valid within the state administration as well as in counties and municipalities.
3.5.9. E-health
Healthcare in Sweden
The responsibility for health and medical care in Sweden is shared by the central government, county councils and
municipalities. The Health and Medical Service Act regulates the responsibilities of county councils and municipalities, and
gives local governments more freedom in this area.
Responsibility for providing health care lies with the county councils and, in some cases, municipal governments. Swedish
policy states that every county council must provide residents with good-quality health and medical care, and work to promote
good health for the entire population. County councils are also responsible for dental care of local residents up to the age of 20.
Sweden’s municipalities are responsible for elderly care at home or in special accommodation. Their duties also include care
for people with physical disabilities or psychological disorders and providing support and services for people released from
hospital care as well as for school health care.
These bodies can either choose to deliver the care themselves, or use private companies, cooperatives or non-profit
organizations. The proportion of health and social care provided by private care providers is growing rapidly.
eHealth strategy and current status
Sweden also has a strategy for eHealth, “National eHealth - the strategy for accessible and secure information in health and
social care” from 2010: http://www.government.se/content/1/c6/19/52/46/10fe6449.pdf.
The strategy is focused on the following action areas:
eServices for accessibility and empowerment
Usable and accessible information
Knowledge management, innovation and learning
Technical infrastructure
Information structure, terminology and standards
Laws and regulatory frameworks
The strategy is under the direction of the Ministry of Health and Social Affairs in cooperation with the National Board of
Health and Welfare (Socialstyrelsen), the Swedish Association of Local Authorities and Regions, SALAR (Sveriges Kommuner
och Landsting, SKL), the Association of Private Care Providers (Vårdföretagarna) and Famna (the Swedish Association for
Non-Profit Health and Social Services).
The health authorities on the regional and local level have the primary responsibility for the implementation, development
and funding of their activities, including eHealth. This means that they must collectively finance the work that needs to be done
on a national level. The government can promote and support important areas within the activities of the health authorities.
Swedish county councils alone put about EUR 700 million a year into various eHealth services and an increasingly large
amount is being set aside in a joint development budget22.
Center for eHealth in Sweden
In order for county councils' and regions' collaboration in eHealth matters to be run effectively, the Center for eHealth in
Sweden (ceHis) has been formed to coordinate and push these efforts forward. The Center shall create the long-term
conditions necessary for developing and introducing nationwide use of IT in the decentralized health and social care.
The Center for eHealth in Sweden is governed by representatives of county councils and regions, the Swedish Association of
Local Authorities and Regions (SALAR), municipalities and private care providers. See more at:
http://www.cehis.se/en#sthash.JglNkHI2.dpuf
The status of eHealth in Sweden has been summarized in a Country Brief (http://ehealth-
strategies.eu/database/documents/sweden_countrybrief_ehstrategies.pdf), published by the European Commission in
October 2010:
22
http://www.government.se/content/1/c6/19/52/46/10fe6449.pdf
In Sweden a National Patient Summary- Den nationella patientöversikten- (NPÖ) has been in place
since April 2008.
National ePrescription has been common routine in Sweden from before 2000 and has a take-up of
almost 100%. It allows the secure and reliable exchange of confidential data, including images. Since
2003 the network has been based on VLAN technology from Song Networks with high built-in
redundancy, and technically separated from the Internet. The separation from the Internet means
better availability with regards to bandwidth.
Sweden has adopted different standards and is also a member of the International Health Terminology
Standard Development Organization (IHTSDO). Current tasks concerning the terminology
standardisation are the work on harmonisation to complement concepts and terms used within the
social and health services, as well as translating SNOMED CT into Swedish. This will take a few years
and is expected to be completed in 2011.
The use of telemedicine services is widely spread in Sweden, as in 2008 it was in use in over 100
applications and in more than 75% of the hospitals. Among the telemedicine types applied are
Teleconsultation (doctor-to-patient) and Telemonitoring and the most common telemedical area is
radiology, where X-ray, computer tomography and magnetic camera images are transferred for
consultation and second opinion.
This Country Brief is a good overview of eHealth in Sweden in general, even though it was published a few years ago.
The market
Ehealth includes a broad range of applications. In preventive care, there are applications for health information services (in
websites, mobile apps and hotlines), online communities (frequently user-driven), preventive care and wellness applications,
as well as personal health accounts.
Applications in traditional healthcare include electronic health records, electronic prescriptions, integrated health information
exchanges, eclinical applications, radiology information systems, telemedicine and health robotics. Traditional healthcare is
the largest application area where most of the resources are spent.
Finally, the third type of application refers to home care. Examples of applications are remote monitoring and home treatment.
General IT-services such as consulting and outsourcing services occur across the areas.
The global market for eHealth is vast. The estimated value is USD 120 – 150 billion and growing with 10% annually23.
The market is characterized by barriers to internationalization. eHealth providers therefore need to adapt to a large number of
local standards and regulations, requiring considerable financial resources and market specific knowledge. Thus,
internationalization has been limited and mostly by acquisition, where locally developed offerings are retained. Global
suppliers, using scale to lower costs and speed up innovation, are few.
Sweden is lagging behind some other European countries in areas such as telemedicine and e-services for citizens. One barrier
for citizen services is the fact that Sweden is missing a central e-identity policy.
There is a large number of Swedish eHealth providers. However, the organization of the public healthcare system leads to
fragmented systems purchasing. This becomes a barrier to growth and makes the development of standardized and scalable
offerings difficult. Therefore, few Swedish eHealth providers have successfully internationalized – and often such expansion
tends to be limited to the Nordic countries. The market segments in Sweden with most opportunities are IT consulting and
telemedicine. IT consulting services actually benefit from the fragmented systems environment. Telemedicine is a segment that
is less dependent on healthcare system characteristics, and also a segment in which Swedish companies have a long tradition,
not least Ericsson.
23
http://www.vinnova.se/upload/EPiStorePDF/va_12_03.pdf
Major players Table 11: E-health actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Compugroup DE eHealth www.compugroup.com
Sectra SE Medical image processing www.sectra.com
Ericsson SE Telemedicine www.ericsson.com
CGI/Logica CA/SE IT Services www.CGI.se
Tieto FI/SE IT Services, health records www.tieto.com
EVRY NO IT Services, health records
Cambio Healthcare
Systems
SE Health records, www.cambio.se
Visma
(PharmaSolutions)
SE Pharmacy systems www.visma.se
SecMaker SE Smartcard security (NetID) www.secmaker.com
Ortivus SE Mobile solutions for modern
emergency medical care
www.ortivus.se
RxEye SE Web service for imaging
diagnostics
www.rxeye.net
Mawell SE Streaming of images www.mawell.com
Future trends General trends such as mobility and transfer to cloud environments are valid in this segment, too. Specifically, the
infrastructure in terms of standardization and secure exchange of information will be focused on. This would facilitate for
providers to scale up and reach a bigger market.
A strategy document from CeHis covering the period of 2013-201824 indicates that the focus will be on e-services to citizens
and in general on increased productivity, i.e. more value for the same money. As stated above, the direct responsibility lies with
the county councils, but it is obvious that coordination and cooperation will be essential in order to work efficiently on all
levels.
Common activities will be focused on:
Definition, implementation and maintenance of a common architecture
Development, implementation and management of common services
The Swedish government is actively supporting coordinated efforts on the national level. As an example, the government has
established the e-Identification Board to support and coordinate electronic identification and control.
3.5.10. Cloud services
Cloud computing is a term used for IT provided as services over the Internet. It is normally regarded as a collective term
covering Infrastructure as a Service (IaaS), Platform as a Service (PaaS) and Software as a Service (SaaS). These services are
offered on a “pay per use” basis. The location and structure of the servers are often not known to the customers. Cloud
computing is a real buzzword used in numerous contexts nowadays. Early pioneers were Amazon Web services, SalesForce and
24
http://www.cehis.se/images/uploads/Nyheter/Skrift_CeHis_handlingsplan_2013_2018_120615.pdf
several others. The services have become more mature and diversified. Practically all major, global IT players now have a cloud
based offering, spanning from complete ERP-systems to back-up services.
Many people and organizations may have been using Cloud Services without knowing. Google mail is one good example.
Cloud computing offers scalability, flexibility, speed and cost efficiency. These are powerful drivers. The main barrier is
security. Where is my data? How can I be sure that it is safe? For security reasons there are organizations that will never
consider a cloud solution as realistic. Still, many companies are moving to the cloud. Typically they develop a step-by-step
approach, starting with systems that are not regarded as mission-critical. Microsoft Office 365, a cloud-version of the office
package, is often the first step, having led to a strong market position for Microsoft in this segment. Hybrid solutions with a
mixture of true cloud services, in-house clouds and traditional server management services are getting popular.
The US Patriotic Act which was signed in 2001 has been mentioned and discussed in several Cloud Computing events and
seminars. It gives US authorities access to all data stored servers located in the United States. The PRISM affair has spread
more light on these circumstances and respective awareness has increased among European companies and public
organizations. Therefore, there seems to be room for local or regional cloud services even if the real scale of economic effects
are not reached. City Network and WeCloud are a couple of new Swedish actors in this field. Also, traditional IT Service
providers such as Tieto are building capacity for cloud services.
Major players Table 12: Cloud services actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Microsoft US Office 365, Windows Azure www.microsoft.se
Google US Google Applications www.google
Amazon US Web services www.aw.amazon.com
Tieto FI IT Service provider www.tieto.com
City Network SE Cloud service provider www.citynetwork.se
WeCloud SE Cloud Service provider www.wecloud.se
Future trends Driven by cost cutting needs, the transfer to a cloud environment is increasing among companies and public organizations. A
modern cloud service is highly automated and very cost-efficient and thus more profitable for the service provider than
traditional services. These are “cannibalized” by the new cloud services.
PRISM could be a temporary backlash for the US companies. Demand for domestic or European suppliers is likely to increase.
Security is and will continue to be a major concern.
3.5.11. IT entertainment
This segment includes games for smartphones and web-users, streaming of music and video, TV on demand, etc.
In terms of total sales volume or number of persons involved, this is not a small segment.
There is an organization for game producers and distributors called Swedish Games Industry (Dataspelsbranschen). It is a
partnership organization, representing the industry. In their report Game Developer Index 2011, there are some facts and
figures about this industry:
“Swedish game development is an export industry and acts on a highly globalized market. The game industry has in a couple
of decades grown from a niche embraced by enthusiasts to a global industry with a considerable cultural and economic
impact. Swedish game developers nearly doubled their turnover in 2011, amassing a 96 % growth to a total of EUR 257
million”25
There are some spectacular examples of successful companies in this segment. One of them is the company Mojang with the
worldwide best-seller game called Minecraft. IT-24.se reports that the company had revenues of EUR 150 million and made a
profit of EUR 60 million in 201226. Their main cost are license fees to the creator of Minecraft and founder of the company,
Markus Persson. He is now a billionaire in SEK.
Streaming of music is another part of IT entertainment. Pirate Bay has reached international fame for their file sharing services
free of charge. They started their operations 10 years ago. Although the founders have been sentenced to prison, the site is still
up and running.
Spotify is another company offering down-streaming of music. However, in this case the artists are compensated. Spotify is on
a worldwide expansion journey and has gained a leading market position. Recent capital raisings value Spotify at c. EUR 3
billion27 , although they have not been making any profit to this date.
Major players Table 13: IT Entertainment actors
COMPANY ORIGIN BUSINESS FOCUS WEB-ADDRESS
Spotify SE Music on Internet
Mojang SE Games (Minecraft)
Starbreeze studios SE Games
G5 Entertainment SE/RU Games
Star Vault SE Games
EA Digital Illusions
Creative Entertainment
SE/CA Games (Battlefield) www.dice.se
Future trends Dataspelsbranschen, the Swedish member organization for game companies, estimates a 70 % growth for the coming year.
An interesting trend and buzzword in this context is “Gamification”. It describes the ambition to use game technology and
mechanisms for enhancing user experience and solving problems in a non-game context. It has been widely used in marketing
and customer loyalty programs, but is now expanding to other areas such as e-health, etc.
3.6. STATISTICAL DATA
Country facts
Area: 449 964 km2
Population: 9 555 893 inhabitants (2012)
Political system: Constitutional Monarchy, with parliamentary government
Currency: Swedish crowns (SEK), EUR 1 = SEK 8,73
GDP at market prices: EUR 409 022 million (2012)
GDP per inhabitant in PPS (Purchasing Power Standards, EU-27 = 100): 128.0 (2012)
GDP growth rate: 0.9 % (2012)
25
http://www.dataspelsbranschen.se/media/130988/game_developer_index_2011.pdf 26
www.it24.se 27
http://www.svd.se/naringsliv/branscher/teknik-och-telekom/spotify-vart-26-miljarder-kronor_7502506.svd
The main cities and the different regions are shown in the map.
Economy
The Swedish economy is built on rich reserves of iron ore and timber, as well as plentiful hydroelectric power. Since many
years, the country is highly dependent on exports and international trade. The traditional base industries such as the forest,
steel and manufacturing industry still play an important role.
However, the Swedish economy of today is mainly driven by services. They account for c. 60% of GDP. The largest sector is
commerce, which includes retail and wholesale trade. The fastest growing sectors are commerce and ICT services.
Services in 2012
Source: Statistics Sweden 2013
Services over time
Source: Statistics Sweden 2013
Industrial production accounts for c. 20% of GDP. Electric and electronic equipment has been the fastest growing sector during
the last 20 years, driven by the development of mobile telephony.
22.4%
16.9%
10.7% 10.0%
9.6%
8.1%
7.4%
7.0%
3.0%
2.8% 2.2% Commerce
Real estate services
IT & communication
Consultancy services
Transportation services
Finance & insurance
Education, care & social services
Rentals
Personal services
Hotels & restaurants
Advertising & marketing
,0
,50
,100
,150
,200
,250
SEKbn
IT & communication
Commerce
Real estate services
Other services
Industrial production in 2012
Source: Statistics Sweden 2013
Trade The total export value represents about 50% of the GDP. The export of goods is dominating, but the export of services is
growing faster. Tourism for example is one of the fastest growing sectors.
Exports of goods in 2012
Source: Statistics Sweden 2013
16.3%
14.9%
13.0%
12.2%
12.0%
12.0%
7.8%
5.8% 6.1%
Chemical & medical products
Ore, steel & metals
Mechanical engineering
Wood, pulp & paper
Electric & electronic equipment
Transport equipment
Foodstuffs
Rubber & plastics
Other products
16%
12%
12%
11% 11%
10%
10%
5%
2% 5%
6%
Mechanical engineering
Chemical products
Electric & electronic equipment
Ore, steel & metals
Transport equipment
Wood, pulp & paper
Oil, gas & electricity
Foodstuffs
Clothing & shoes
Other engineering products
Other goods
Total volume 2012:
SEK1,169bn
Exports of services in 2012
Source: Statistics Sweden 2013
Sweden’s main trade partners in 2012 – Exports
Country Volume (SEKbn) % of total
Norway 120,457 10.3%
Germany 114,580 9.8%
United Kingdom 90,066 7.7%
USA 74,998 6.4%
Denmark 74,622 6.4%
Finland 74,463 6.4%
Netherlands 61,260 5.2%
Belgium 55,384 4.7%
France 53,368 4.6%
China 37,766 3.2%
Other countries 412,288 35.3%
Total 1,169,252 100.0%
Source: Statistics Sweden 2013
The value of Swedish exports to Switzerland was SEK 13,8 billion in 2012.
Sweden’s main trade partners in 2012 – Imports
Country Volume (SEKbn) % of total
Germany 190,555 17.3%
Norway 100,689 9.1%
Denmark 93,217 8.5%
20%
15%
13% 9%
3%
1% 1%
38%
Tourism
Transportation services
IT & communication
Licenses & royalties
Finance & insurance
Building contracts
Public services, etc.
Other business services
Total volume 2012:
SEK516bn
Netherlands 72,327 6.6%
United Kingdom 72,169 6.6%
Russia 58,032 5.3%
Finland 55,861 5.1%
France 45,787 4.2%
China 44,786 4.1%
Belgium 41,051 3.7%
Other countries 326,520 29.7%
Total 1,100,994 100.0%
Source: Statistics Sweden 2013
The value of Swedish imports from Switzerland was SEK 9,9 billion in 2012.
ICT market
Net sales in 2007-2011 per sector
Source: IT&Telekomföretagen
14.4 15.4 14.3 16.8 19.8
12.6 13.2 12.5 14.2
17.0
14.8 15.1
12.3
15.1
17.0 9.8 9.5
8.6
10.8
11.3
51.7 53.2
47.7
56.8
65.2
--
10
20
30
40
50
60
70
2007 2008 2009 2010 2011
EURbn
Software & IT services Telecom and data communication services Hardware manufacturing Resellers and service
Number of employees in 2007-2011 per sector
Source: IT&Telekomföretagen
Number of companies per company size 2007 2008 2009 2010 2011
Software & IT services 8,564 9,847 10,852 11,869 13,324
0 - 1 employee 4,728 5,520 6,192 6,940 7,948
2- 10 employees 2,926 3,335 3,581 3,799 4,139
11-100 employees 271 309 333 350 380
110-250 employees 608 648 708 742 817
251+ employees 31 35 38 38 40
Telecom and data communication services 461 534 587 650 728
0 - 1 employee 176 219 242 269 312
2- 10 employees 136 156 170 195 224
11-100 employees 117 124 138 150 154
110-250 employees 15 16 18 18 20
251+ employees 17 19 19 18 18
Hardware manufacturing 748 794 825 851 885
0 - 1 employee 270 299 316 335 361
2- 10 employees 307 316 331 330 332
11-100 employees 141 149 148 156 164
110-250 employees 16 16 16 15 14
251+ employees 14 14 14 15 14
Resellers and service 1,684 1,786 1,863 1,936 2,038
0 - 1 employee 649 705 772 834 940
71'518 79'190 85'577 88'709 94'683
31'513 32'326
32'339 31'164 32'608
32'080 33'825
33'399 32'543 33'144 16'131
17'168 17'296 17'684
18'450 151'242
162'509 168'611 170'100
178'885
--
20'000
40'000
60'000
80'000
100'000
120'000
140'000
160'000
180'000
200'000
2007 2008 2009 2010 2011
Software & IT services Telecom and data communication services Hardware manufacturing Resellers and service
2- 10 employees 726 767 767 781 760
11-100 employees 284 289 298 295 309
110-250 employees 17 16 19 18 21
251+ employees 8 9 7 8 8
Total 11,457 12,961 14,127 15,306 16,975
Source: IT&Telekomföretagen
3.7. KEY SWEDISH MARKET ENTRY POINTS
Entering a new market is an action that requires resources and includes risks. Each company considering an entry to the
Swedish ICT market needs to formulate a strategy or plan how to approach this task. Most likely, this plan is dependent on the
character of the specific company. In any case you need to do your home-work in terms of collecting the required information
before making strategic decisions.
It would make sense to utilize existing channels and infrastructure to gather information and build personal relationships.
There are several organizations with the mission to support this kind of activities.
Business Sweden
Business Sweden is a merger of the Swedish Trade Council and Invest Sweden, founded on January 1, 2013. Their mission is to
make Sweden more attractive to do business with. With their mission of identifying new business opportunities and having the
right contacts, they could be of assistance in finding the right partners, or assist SMEs in their match with Swedish companies.
See more at: http://www.business-sweden.se/en
One remarkable initiative by Business Sweden is the “Datacentre Initiative”. It was triggered by Facebook’s decision to set up a
large data centre in Luleå, in the very north of Sweden. Apart from the good infrastructure in terms of energy supply,
broadband capacity, skilled persons, etc. the decisive advantage for the location was the climate. It offers natural cooling,
which means lower costs and a better environmental performance.
Chambers of Commerce
There are eleven regional chambers of commerce in Sweden. They represent all parts of the country and have a strong local
presence with useful networks and contacts. More info at http://www.sverigeshandelskamrar.se/
Fairlink
Fairlink is an organization for trade fairs and exhibitions supporting both exhibitors and visitors. Their knowledge and network
could be useful for SMEs entering the Swedish market. See: www.fairlink.se
Swedish Incubators & Science Parks (SISP)
There is a non-profit association called Swedish Incubators & Science Parks (SISP) with national coverage. SISP has 64
members which “act as nodes in the regional Swedish innovation systems and together operate almost 80 creative
environments, offer business development, work with clusters, industrial project development arenas, seed capital funds and
more – effective collaboration with industry, public sector, universities and institutes.”28 As concrete meeting places for
industry and academia, the Swedish Incubators and Science Parks constitute contact points for enterprises looking for an
exchange between entrepreneurs, innovators and investors. www.sisp.se
Membership organizations
The Swedish Computer Society (Dataföreningen i Sverige) is the independent body for ICT professionals in Sweden.
The association has 20 000 members with local representation in all parts of the country. As well as providing an extensive
events program for their members, the association works with the government, the industry and the community on issues such
as enhancing digital literacy. See more at: www.dfs.se
28
www.sisp.se
Swedish IT and Telecom Industries (IT- & Telekomföretagen) is a member organization for companies of all sizes
within the IT and telecom sector. The main target is to promote and further develop the IT market and the conditions for IT
enterprises. The organization has about 1,000 member companies with nearly 101 000 employees in total.
Media
IDG is the leading IT media network in the Nordic region. They publish the weekly magazine “Computer Sweden” and have a
number of websites covering different areas in ICT, for example IT Security, IT in healthcare, etc. IDG organises a number of
yearly events, usually together with one or several partners in the specific area. See: www.idg.se.
Of course, there are other media actors as well, covering everything from technical details to general business issues.
In addition, there are bilateral arrangements between Sweden and Switzerland, such as the Swiss-Swedish Innovation
Initiative (SWII) and the Swiss Industrial Participation Program (SIP) in connection with the potential Gripen-deal with Saab.
A number of events and seminars are arranged within these programs, usually offering good opportunities to meet Swedish
company representatives and key persons.
The Swiss-Swedish Innovation Initiative (SWII)
SWII is a joint bilateral initiative with the overall objective to increase market oriented high-technology R&D projects between
Switzerland and Sweden.
The initiative is a result of the good bilateral relations between Swiss and Swedish research organizations and academia,
companies and innovation agencies.
The steering group behind the Initiative consists of The Swedish Governmental Agency for Innovation Systems VINNOVA, the
Swiss State Secretariat for Education, Research and Innovation (SERI), Business Sweden and the defense and security
company Saab.
Innovative Software is one of three R&D areas. The last event arranged by SWII in Winterthur, Switzerland in February 2013
gathered 84 participants from over 50 Swiss & Swedish organizations. In total, 135 one-to-one meetings were carried out
during the conference. The feed-back from participants indicates that this is a very convenient way to meet representatives for
Swedish companies and academia29. There is more to read at http://www.swii.org/
SIP and Gripen
Swiss Industrial Participation (SIP) is the term used for the offset deals that are part of a potential Gripen fighter jet deal. In
this case, it means that Saab and its partner companies are to enter into business deals with Swiss companies that are worth at
least 100 percent of the Gripen contract value. Saab can sign direct contracts with Swiss companies or arrange third-party
deals through partners and other firms to create new market and export opportunities.
The Gripen deal hasn’t been closed, but the preparations for the offset business are going on, involving numerous activities. So
far, at the end of 2012 Saab had already qualified offset business with more than 100 Swiss companies, valued at over CHF 250
million Swiss Francs. 75 percent of these companies are small and medium sized enterprises30.
The industrial participation can be direct (meaning that it refers to components for Gripen) or indirect (non-Gripen related
business).
Saab is arranging a number of events in different regions in Switzerland in order to inform about the SIP program. More
information about this can be found at http://saabgroup.com/en/Air/Gripen-Fighter-System/Gripen-and-
Switzerland/Industrial-partnership/.
29
http://www.swii.org/ 30
http://saabgroup.com/en/Air/Gripen-Fighter-System/Gripen-and-Switzerland/Industrial-partnership/Industrial-cooperation---How-it-works/
4. Accessing the Swedish ICT market
4.1. TRADE EVENTS
Numerous events taking place in Sweden during 2013 could be of interest for a Swiss ICT company. These are a few examples:
Table 14: Trade events
EVENT DATE LOCATION CHARACTER WEB-ADDRESS
IT Security Day 17 Sep Gothenburg Yearly event on IT Security http://csevent.idg.se/sakgbg201
3/
Nordic Shared Services
& Outsourcing Forum
8-9 Oct Stockholm Shared services, offshore,
outsourcing
http://www.ssonetwork.com/
eGovernment days 9-10 Oct Stockholm Yearly event on eGovernment http://www.bwz.se/HEXANOVA/
b.aspx?vi=12&vid=213&ucrc=9
D6690C9
Industry & Technology 16-17 Oct Stockholm Yearly event http://www.industri-teknik.com/
Software development
day
24 Oct Gothenburg Yearly event http://www.lindholmen.se/en
IT Strategy Day 26 Nov Stockholm Yearly event on IT Strategy http://csevent.idg.se/strategi201
3/
IT in healthcare Day 27 Nov Stockholm Yearly event, IT in Healthcare http://csevent.idg.se/itivarden20
13/
4.2. START-UP INFRASTRUCTURE
Legal framework It is easy to start a business in Sweden. There is a website, www.verksamt.se, where you can register all the required
information and even get support to write a business plan. An English version is available, too. The Swedish Companies
Registration Office (Bolagsverket) is the registrar of all companies and associations in Sweden.
Before setting up a business in Sweden, you have to choose a specific set-up. There are different types of businesses. The most
common ones are31:
Sole trader
Sole trader may be appropriate if you are going to start a business on your own. As a sole trader, you are personally responsible
for all the company's obligations, such as liabilities and agreements.
Limited company
A limited liability company can be started by one or more individuals. When starting a limited liability company, you must
have at least SEK 50,000 in share capital. Personal responsibility for the company's debts is in principle limited to the share
capital.
31
https://www.verksamt.se/en/web/international/starting/types-of-business
Trading partnership
A trading partnership is an alternative if at least two individuals wish to start a business together. There is no requirement to
invest capital, although the partners are personally, jointly and severally liable for the company's debts.
Economic association
Three people are required in order to start an economic association. An economic association must promote the economic
interests of its members. This means that the members must benefit financially from their participation in the association.
Opening a branch
A foreign company wishing to operate in Sweden without registering a subsidiary may open a branch. A branch is a foreign
company's local office in Sweden with its own administration and corporate identity number. It is an independent entity which
conducts business transactions in its own name, acting on behalf of the company. The branch must have a managing director.
Supporting bodies There are different public organizations and clusters or incubators with the mission to support start-ups. The character of the
business will be decisive for the selection of suitable contacts.
The Swedish Agency for Economic and Regional Growth
The Swedish Agency for Economic and Regional Growth (Tillväxtverket), www.tillvaxtverket.se, has the role to strengthen
regional development and facilitate enterprises and entrepreneurship throughout Sweden.
The map shows regions that are entitled to regional subsidizing for investments. There are two different levels, A and B.
You could get the impression that most of Sweden is in need of regional support, but the background is the on-going
urbanization and consolidation of industries that leave the remote and sparsely populated areas with a further decreasing
population.
The following table roughly shows the maximum levels of support. Each application is individually evaluated.
TYPE OF INVESTMENT SMALL COMPANIES MID-SIZE
COMPANIES
BIG
COMPANIES
Premises, machinery, patents A: 35%
B: 30%
A: 25%
B: 20%
A: 15%
B: 10%
Premises for renting A: 25%
B: 20%
A: 25%
B: 20%
A: 25%
B: 20%
Consultancy, trade fairs, exhibitions 50% 50% 0%
Special education 40% 40% 30%
Development before start of business 40% 40% 0%
European structural funds
European Structural Funds are one of the EU’s key instruments for fulfilling the goals of the Lisbon strategy. The aim of this
strategy is to make Europe the world’s most competitive knowledge-based economy with sustainable growth, respect for the
environment and greater social cohesion. The current program period is 2007-2013. Sweden has participated in 22 programs,
eight Regional Structural Fund Programs and 13 Territorial Co-operation Programs that are financed by the European
Regional Development Fund. These are supplemented by the European Social Fund Program. Sweden has received about EUR
1.6 billion during the period and has additionally contributed with the same amount as national co-funding32.
The new period is 2014-2020. The preparations for this period are on-going. Lessons learned from the previous period indicate
that the focus of the projects will be more specific and the monitoring and follow-up will be more concentrated on results.
The Swedish Agency for Economic and Regional Growth (Tillväxtverket) is the coordinator for the regional funds. Sweden is
divided into eight regions that all work with regional competitiveness and employment. The activities cover most of the
business and society areas, but in practically all regions, ICT has been specifically mentioned in the on-going program.
Enterprise Europe Network in Sweden
The Enterprise Europe Network is the largest network of contact points providing information and advice to EU companies on
EU matters, in particular to SMEs. The network offers contact points for companies in more than 40 countries, including
Switzerland.
In Sweden, 15 business and research organizations make up the Enterprise Europe Network in Sweden, with offices in more
than 20 cities. This network is mainly targeting Swedish SMEs, but could be an interesting point of contact also for a Swiss
company. See http://www.enterpriseeurope.se/omnatverket/inenglish
The Swedish Agency for Economic and Regional Growth (Tillväxtverket) is the Swedish network coordinator, which also
finances the network in Sweden together with the European Commission.
Business Sweden
Business Sweden is jointly owned by the Swedish government and the industry, represented by the Ministry for Foreign Affairs
and the Swedish Foreign Trade Association. The shared ownership provides access to contacts and networks at all levels. The
mission is to strengthen Sweden as an attractive business partner, including facilitating for foreign actors to invest in Sweden.
Business Sweden has 57 offices abroad, among them one in Zürich. www.business-sweden.se/en/Contact/Our-offices-
abroad/Switzerland/
The Swiss-Swedish Innovation Initiative (SWII)
SWII is a joint bilateral initiative with the overall objective to increase market oriented high-technology R&D projects between
Switzerland and Sweden. SWII is described in section 2.7.
SIP and Gripen
Swiss Industrial Participation (SIP) is described in section 2.7.
Incubators
Incubators assist entrepreneurs with active and appropriate management, technical, commercial and financial network as well
as a creative growth environment. The process of incubators aims at providing knowledge companies with innovative
approaches to economic development that in turn accelerate business growth. An incubator provides effective tools for new
companies in tomorrow’s industry. Swedish Incubators & Science Parks (SISP) is the umbrella organization covering all
regions. See more at: www.sisp.se
4.3. REGULATORY ISSUES
Sweden is a member of the European Union. Legislation, directives and regulations from the EU are normally fully
incorporated in Swedish regulations. Taxation and employment issues are complex regulations but necessary to be familiar
32
www.tillvaxtverket.se/EU-program
with when entering the Swedish market. Information about these regulations can be found at the supporting bodies mentioned
above.
It is important to know that some regulations might be emphasized stronger in Sweden than in other countries.
4.3.1. The principle of public access to official documents
Public access to all official documents is a cornerstone in the Swedish Constitution. The principle of public access means that
the general public and the media are guaranteed insight into the activities of central government and the municipal authorities.
This means that:
Everyone – Swedish and foreign citizens alike – are entitled to read the authorities' public documents to the extent that
documents are not classified (secret).
Officials and other people who work for the central government or the municipal authorities have the right to tell outside
parties what they know to the extent that they are not limited by any confidentiality obligation.
Officials also have special freedoms to provide information to the media.
Court proceedings are open to the public.
A document is official if it is held by a public authority and, according to special rules, is considered to have been received or
drawn up there. The document may be an ordinary paper document, or it may just as well be a written or pictorial matter or
recording which can only be read, listened to or otherwise comprehended using technical aids. See more at:
http://www.domstol.se/Funktioner/English/#sthash.URLnBdVv.dpuf
4.3.2. Public Procurement
Public procurement in Sweden is governed by the Swedish Public Procurement Act (2007:1091 – LOU), which is largely based
on the EU Directive 2004/18/EC concerning public procurement. The procurement rules (LOU) aim at ensuring that
contracting authorities, such as central government authorities, local government authorities and county councils, use public
funds to finance public purchases in the best possible way by seeking out and taking advantage of competition in the relevant
market in order to get a good deal. At the same time, the rules and regulations aim at providing suppliers with the opportunity
to compete for public procurement on equal terms. The value of public procurement in Sweden is c. SEK 500bn per year.
LOU is based on five fundamental principles:
1. The principle of non-discrimination
The ‘principle of non-discrimination’ stipulates that it is prohibited to discriminate suppliers, directly or indirectly, on the
grounds of nationality. For example, the contracting authority may not include requirements that only Swedish companies are
aware of or can perform in the contract documents, or give preference to a local company.
2. The principle of equal treatment
All suppliers should be treated equally and be placed on an equal footing. All suppliers must, for instance, have access to the
same information at the same time.
3. The principle of transparency
The contracting authority is obliged to create transparency by providing information about the procurement procedure and
how it will be conducted. Contract documents must be plain and clear and contain all of the requirements regarding
the subject matter of the contract.
4. The principle of proportionality
The requirements imposed by the specification must be both appropriate and necessary to achieve the aim of the public
procurement. If there are several alternatives, the alternative chosen should be the one which is the least intrusive or onerous
for the suppliers.
5. The principle of mutual recognition
Diplomas and certificates issued and authorized by an EU/EEA Member State shall also be valid and applicable in other
EU/EEA countries.
The Swedish Competition Authority is the supervisory body for public procurement. Among other things, this happens through
the conducting of investigations on its initiative, enquiries following suggestions, complaints received, as well as through
regular contact with contracting authorities, suppliers and other stakeholders. The Swedish Competition Authority may
also bring court proceedings relating to public procurement damage fine.
4.3.3. The Personal Data Act
The Personal Data Act (PDA) is based on Directive 95/46/EC. The PDA is the most important Swedish legal instrument on
data protection and applies to automatic processing of personal data and, in certain cases, manual processing of personal data
on traditional paper-based files. The PDA applies to both the public and private sector, and contains provisions to protect
individuals' privacy from being violated by the processing of personal data.
The PDA applies to all types of personal data, that is, data that is directly or indirectly referable to an existing natural person.
For example, an Internet Protocol address (IP address) is deemed as personal data, as long as the IP address in conjunction
with additional information can identify the individual using the IP address.
The PDA is technology-neutral and applies to the processing of personal data that is wholly or partly performed with the aid of
computers or similar equipment being capable of automatically processing personal data. The PDA also applies to manual
registers or filing systems if the personal data is included or is intended to be included in a structured collection making the
personal data available for searching or compilation according to specific criteria. However, the PDA does not apply to personal
data that an individual collects and maintains in an activity of purely private nature.
The PDA regulates all types of processing of personal data, and states that personal data in structured material can only be
collected for specific, explicitly stated and legitimate purposes. Hence, personal data cannot be reprocessed for any purpose
that is incompatible with the original purpose. Generally, the PDA states that personal data can only be processed if the data
subject has given its consent to the processing.
The Data Inspection Board is the supervisory authority under the Personal Data Act.
4.3.4. The Patient Data Act
The rules for the processing of personal data in health services are collected in the Patient Data Act (Patientdatalagen), which
came into force in 2008.
The Act regulates, among other things:
Cohesive journaling, which means that many health care providers can give and get direct access to each other's
medical records if they meet the patient legislation.
Internal secrecy – a regulation, which implies that only those who need a certain piece of information in their work
within the health services may have access to patient data.
The patient’s right to block data in both the caregiver's medical record and other health care providers at coherent
journaling.
Caregivers’ opportunity to provide direct patient access, including via the Internet, care documentation and logs (i.e.
the history of the treatment of personal data).
The Patient Data Act is supplemented by a regulation from the Ministry of Social Affairs and regulations on
information management and record keeping in health care from the National Board of Health and Welfare.
4.3.5. Archiving accounting data
Especially in connection with transfer to cloud environments, it is important to be aware of the regulations about archiving
accounting data. Accounting data on a detailed level (verifications) must be stored physically or electronically during a
minimum of seven years inside Sweden.
5. Recommendations
5.1. BACKGROUND AND RECENT DEVELOPMENTS
In general, Sweden is an open economy where companies and consumers are eager to find new products and services. This is
especially valid in the dynamic ICT sector. There are no reasons why a Swiss company would not be successful in this market,
provided the offering is competitive. The competition is always there and in some segments it is really fierce. Switzerland as a
country and economy is highly regarded. Also, the recent development in connection with PRISM in the US has increased the
general interest for non-US technology and solutions.
Switzerland is not among the top trading partners and Swiss ICT companies are practically un-known to most people. This is
something worth considering in the planning and in the first business contacts.
The Gripen-deal (whether it will be fulfilled or not) is a unique opportunity for Swiss ICT companies to meet and approach
potential customers and partners.
The Swiss-Swedish Innovation Initiative is based upon good experiences from cooperation between Swiss and Swedish
organizations in R&D projects. Both sides want to expand this cooperation. This is a positive starting point for an R&D
oriented company.
5.2. TARGET SUB-SECTORS AND MARKET OPPORTUNITIES
Competitive offerings are of potential interest in all segments of the market. For an individual company the target segments are
most likely determined by the character of the business. If a product or service is competitive in Switzerland, the probability is
high that the same is valid in Sweden. The two countries have many similarities.
In general terms, it would make sense to focus on growth segments. Services and products that are of a “commodity-type” are
under price pressure. Cutting costs is the main driving force for customers in these segments. Traditional outsourcing,
hardware distribution and application management are examples of these segments. Apart from the expected growth in a
segment, the actual size of the segment is important. Some of the segments with high growth are in fact rather small, for
example the game industry. On the other hand, outsourcing is probably the largest segment, but with limited growth prospects.
Competition, especially from Swedish companies, is also something to pay attention to. Traditionally, services related to mobile
computing and Internet have many strong Swedish suppliers.
In traditional sales work, you normally try to identify the customers’ problems and find a match with your offerings: “If you
have these problems, I might be able to help you”. If this reasoning is applied on macro level for the ICT market in Sweden,
there are some areas with potential for improvements.
Ehealth
The Swedish market for ehealth is fragmented, consisting of many systems and players. The potential for cost-savings and
more concentrated efforts on innovation and development is considerable. This is a top-priority segment with public funding.
Global players with another scale of economy have difficulties to enter the market due to local regulations and other barriers.
The responsible authorities are aware of this and have taken actions to enable competition.
IT security
IT security is a major concern across all sectors of Swedish societal and business life.
Industrial IT
Industrial IT is a focus area in Sweden. ABB, the Swiss-Swedish company, is in fact a world leader in some of the areas within
this segment. The manufacturing industry is still very important for Sweden and the pressure to compete with lower-cost
countries is high. Flexibility, time to market, decentralized manufacturing; those are key words that are changing the nature of
manufacturing at the moment. For Sweden, it is vital to be in a front position in this development.
Internet of Things
RFID is in fact a rather old technology. It has been used in special applications for decades. The latest technical development
has made it possible to produce transponders of almost any size at a lower cost. This has widened the scope of potential
application areas considerably. RFID in connection with the Internet is a newer combination and finally, smart sensors
represent a new technology with big potential. Internet of Things is a hot area globally and also in Sweden.
Old systems in banking
ERP-systems are generally quite old in Swedish companies. Investments have been made in add-on functionality in areas such
as e-commerce, Business Intelligence, web-portals, etc. Still, the core engine is getting old and needs an update. There seems to
be an accumulated need to replace the old systems.
The same problem can be seen in some of the banks. Mission-critical back-office systems are surprisingly old. This constitutes
a real problem and risk. The required competences are increasingly rare, simply because people with the respective know-how
are retiring. Internet-banking has been a focus area for many years and investments in the core systems have been postponed.
These projects are regarded as highly risky. This could be an opportunity for Swiss ICT companies working with relevant
experiences with Swiss banks.
5.3. MARKET ENTRY STRATEGIES
What is the best way to enter the Swedish market? Clearly, this very much depends on the character of the company and the
business. Are the customers in the target segment Swedish consumers or a few large companies or organizations? What
financial and human resources could be allocated? The following alternatives are general ways to enter a market.
Sell directly from Switzerland
Switzerland is not that far from Sweden. Theoretically, it would be possible to sell a certain kind of services from Switzerland
without local presence, for example mobile applications or Internet services. Market communication and support issues must
be managed remotely.
Open a branch office
A branch office shows that you have an actual presence in Sweden. You need an address and a responsible manager at
minimum.
Follow your customer
If the company has a good business relation with a customer in Switzerland who is present in Sweden already or plans to enter
this market, it would be possible to extend this partnership to Sweden.
Acquisition
As indicated, there are lots of small Swedish ICT companies with good ideas and sophisticated products. There is a good chance
that the owners are interested in possibilities to scale up their business or even sell the company. The main risk with knowledge
based companies is that the competence might walk away.
Partnership/joint venture/subcontracting
A Swiss company can have an established partnership with another company already present in Sweden. This partnership
could be expanded to include the Swedish market as well. Certified partnerships with SAP and Microsoft are a couple of
examples. A partnership could also mean that two complementary suppliers join forces, case by case or more permanently.
A Swiss company could also operate as a subcontractor to another company with a stronger position in Sweden. The lines of
responsibility would be more straight-forward in this case, but the total dependence on the main contractor constitutes a risk.
R&D and SWII
The Swiss Swedish Innovation Initiative (SWII) is an excellent way to establish contacts with potential Swedish customers and
partners, especially if you would develop a project application together, which hopefully gets approved.
EU FP7 calls within the suitable area of expertise are also a possibility to establish contacts.
Distributor
Finding a suitable distributor for your product or service is an alternative as well. However, this would be more appropriate for
physical goods or commodities.
SIP
Again, the Gripen deal is worth mentioning. Saab will deliver industrial cooperation under the umbrella of the Swiss Industrial
Participation Programme (SIP) amounting to 100 percent of the Gripen contract value. In other words, Saab is actively
searching for potential contractors. Innovative software is one focus area. The business does not have to be directly linked to
Gripen.
5.4. MARKET AND TRADING RISK FACTORS
Sweden is a stable country with healthy finances. However, it is a small, export-oriented economy and thus very vulnerable for
disturbances in the main export markets. The financial difficulties in parts of Europe have affected the Swedish export industry
and are still seen as a major risk and uncertainty by the Government and the export industry.
Currency risk
Sweden is not a member of the Eurozone. The currency, Swedish crowns, is a small currency and should theoretically be more
volatile than the Euro or US dollars. During the last years it has been remarkably stable though and representatives for the
export industry have expressed a clear opinion that it is too strong.
Compliance with regulations
It is essential to be well informed about regulations in taxation and employment issues. Sophisticated planning to avoid
taxation in Sweden might be risky if it is extensive.
Retaining key persons
If an enterprise enters a partnership with a Swedish company or plans an acquisition, it is essential to identify the key persons
and safeguard that they will stay at least until the expected business achievements have been reached.
5.5. SUCCESS FACTORS
In general, Sweden is probably not very different from any other Western European market. Basic principles in marketing and
sales apply. The following factors might be more typical Swedish aspects in business to business cases.
Obviously, the product and service offered must be competitive. This should be carefully evaluated and secured, preferably by
personal meetings or tests with potential customers, before entering the market. Don’t misinterpret the reactions. Swedes are
normally polite and a statement as “This looks interesting” could actually mean something else. In any case, direct personal
meetings are highly recommended.
Trust is very important in Swedish business life. A hand-shake is regarded as a contractual agreement. Therefore you need to
be careful with promises and work hard to keep the ones made. Words (good or bad) spread swiftly in the business community.
Credibility is equally important and is linked to trust-building. However, credibility can be enforced by good and relevant
reference cases. This is especially important for companies that are unknown to the customers.
Whatever the product or service is, it is necessary to demonstrate expertise. If you meet experts from the customer side, make
sure you have the relevant knowledge at hand. The manager who takes the decision will listen to his/her expert.
Decision-making in Swedish companies and organizations is often perceived as strange and difficult to understand by foreign
companies. In ICT matters, it is common practice that the management (especially in SMEs) involves potential users during
the evaluation process. The final decision is taken by the responsible manager, but the input from users is taken seriously.
Usability aspects are therefore very important, as well as the ability to communicate your message to user representatives.
Public procurement is strictly regulated in Sweden. If you are not familiar with the rules, it is recommended to involve an
expert in this area. This will save time and money.
5.6. CONCLUSIONS
As stated earlier, Switzerland is not among the largest Swedish trade partners. Switzerland is not a member of the EU. Swiss
ICT companies are not well-known. Entering the Swedish market will therefore include an element of breaking new ground.
However, this is most likely the case whenever you enter a new market.
The Swedish market is open and used to international suppliers. There are no obvious reasons why Swiss ICT companies would
not be successful, provided their offering is competitive. Switzerland as an economy and country has long been admired in
Sweden. “Swiss Made” brings associations with high quality and reliability. These are positive values in Sweden (and in the
other Nordic countries). All in all, this makes a good starting for Swiss companies approaching the Swedish market.
Together with Norway, Germany is Sweden’s main trade partner. Even if ICT products and services are not a major part of this
trade, it indicates that products and services from Germany are highly competitive in Sweden. This is not because they are the
cheapest. Somehow it seems that Swiss products and services have similar characteristics.
The Nordic countries are very similar with an extensive cooperation in many areas. They don’t form one single market, but if
you are successful in Sweden it is likely that the same can be achieved in the other countries. Travelling between the Nordics is
convenient, which means that local presence in all countries may not be necessary. The business potential is considerable.
Currently, there are some bilateral initiatives to strengthen trade and cooperation between Switzerland and Sweden. This
creates an opportunity for Swiss ICT companies to utilize this infrastructure for personal meetings with potential Swedish
customers and partners.
6. Useful contacts
6.1. GOVERNMENT ORGANIZATIONS
The Swedish Post and Telecom Authority (PTS)
The Swedish Post and Telecom Authority (PTS) monitors the electronic communications and postal sectors in Sweden.
‘Electronic communications’ includes telephony, Internet and radio. The Authority works with consumer and competition
issues, efficient utilization of resources and secure communications. www.pts.se
The Ministry of Enterprise, Energy and Communications
The Ministry of Enterprise, Energy and Communications is responsible for issues concerning regional development, energy,
transport, infrastructure, information technology and the business sector. http://www.government.se/sb/d/2067/a/217332
E-delegation
To strengthen the development of eGovernment and create good opportunities for inter-agency coordination, a delegation for
eGovernment has been established, the E-delegation. The Delegation is required to coordinate the eGovernment development
projects of government agencies and to follow up their impact on citizens, business operators and public administration
employees. A further task of the Delegation is to coordinate specific IT standardization issues and assist the Government in its
international work in this area. www.edelegationen.se
Kammarkollegiet
Kammarkollegiet is the oldest public authority in Sweden. It dates back to 1539, when Gustav Vasa established a "chamber" to
deal with tax collection and the auditing of public accounts. Today, the Agency is a modern organization which not only
exercises public authority, but also operates commercial undertakings. Among these is the responsibility to sign frame
agreements for ICT services for public authorities. http://www.kammarkollegiet.se/
The Swedish Agency for Public Management (Statskontoret)
The Swedish Agency for Public Management provides the Government and Ministries with relevant, concrete and useful
documentation for reassessment and rationalization decisions. The Agency does this through:
investigations, evaluations and follow-ups of state and state-funded activities
analyses of activities and public agencies in terms of efficiency, e.g. in its public-agency analyses
reports on the impact of central government measures
http://www.statskontoret.se/in-english/
The Swedish Data Inspection Board (Datainspektionen)
The Data Inspection Board is a public authority. The task is to protect the individual's privacy in the information society
without unnecessarily preventing or complicating the use of new technology. http://www.datainspektionen.se/in-english/
Swedish Civil Contingencies Agency (MSB)
The task of the MSB is to enhance and support societal capacities for preparedness for and prevention of emergencies and
crises. When such an event does occur, the Agency supports the stakeholders involved by taking the right measures to control
the situation. www.msb.se
The Swedish Agency for Economic and Regional Growth (Tillväxtverket)
The Swedish Agency for Economic and Regional Growth’s (Tillväxtverket) role is to strengthen regional development and
facilitate enterprise and entrepreneurship throughout Sweden. www.tillvaxtverket.se
The Swedish Competition Authority (Konkurrensverket)
The Swedish Competition Authority works to safeguard and increase competition and supervise public procurement in
Sweden. www.konkurrensverket.se
6.2. TRADE, MEMBERSHIP AND PROFESSIONAL ORGANIZATIONS
Chambers of Commerce
There are eleven regional chambers of commerce in Sweden. They represent all parts of Sweden. More info at
http://www.sverigeshandelskamrar.se/
Dataföreningen
Dataföreningen is an independent non-profit association with the target to promote healthy use of ICT in Sweden.
Dataföreningen is a well-established organization with many activities such as training, events, network meetings all around
Sweden. https://www.dfs.se/
IT & Telekomföretagen
Swedish IT and Telecom Industries is a member organization for companies of all sizes within the IT and telecom sector. The
organization has about 1,000 member companies with nearly 101 000 employees in total. Swedish IT and Telecom Industries
is one of seven branch and employer associations that work together as Almega. http://www.itotelekomforetagen.se/
Swedish Association of Software Industry (Svensk Programvaruindustri, SPI)
The Swedish Association of Software Industry, SPI, is an association of Swedish producers of software products. The main goal
for SPI is to improve the business conditions in Sweden and EU for software production. SPI supports its members in their
business activities in order to create a platform for good relations between member companies for mutual exchange of
information and co-operation. http://www.swedishsoftware.org/
RFID Nordic
RFID Nordic is a non-profit branch association for all manufacturers, retailers, consultants as well as consumers and others
interested in RFID solutions. The Association was founded in 2004 and has more than 60 members and a global network for
exchange of information.
RFID Nordic has two main purposes with its activities. One is to create a cluster of competence around the RFID applications
and services in Northern Europe. The other is to provide the media, academia, politicians and administrators with neutral
information about RFID. http://rfidnordic.se/
Swedsoft
Swedsoft is a cross-boundary Swedish industry initiative to strengthen the country’s competitiveness with regards to software.
www.swedsoft.se
Virtual meeting places
There are a number of virtual meeting places with many active networks around ICT matters in Sweden. Just to mention one
international place: www.meetup.com. There are several networks under this global umbrella:
http://www.meetup.com/Stockholm-TechMeetups/
http://www.meetup.com/Startup-Grind-Stockholm/
http://www.meetup.com/Sthlm-Startups/
A quote from Sthlm Startups:
“So we’re starting STHLM Startups! We wanted to give the entrepreneurial movement that already exists a name and a
voice. We wanted to give it a vessel that would be grass-root, not a high-level governmental initiative. We’re 8 companies
that start this initiative; it might grow, it might change but it will be the beginning of a new startup scene is Stockholm. One
that isn’t about Sweden but ultimately about changing the world through the innovation and growth of these companies.”
6.3. REGULATORY BODIES
The Swedish Data Inspection Board (Datainspektionen) The Data Inspection Board is a public authority with about 40 employees, the majority of whom are lawyers.
The Data Inspection Board's task is to protect the individual's privacy in the information society without unnecessarily
preventing or complicating the use of new technology. The Board supervises that authorities, companies, organizations and
individuals follow:
the Personal Data Act (1998)
the Data Act (1973)
the Debt Recovery Act (1974)
the Credit Information Act (1973)
the Patient Data Act (2008)
More info: www.datainspektionen.se
Swedish Civil Contingencies Agency (MSB) The task of the Swedish Civil Contingencies Agency (MSB) is to enhance and support societal capacities for preparedness for
and prevention of emergencies and crises. When one does occur, the MSB supports the stakeholders involved by taking the
right measures to control the situation.
Information security is a support task to increase the quality of societal services. The MSB has the task of supporting and
coordinating work with societal information security. The MSB’s task is aimed at everything from other authorities and
municipalities to the private sector and individual people.
On 1st February 2010, the MSB’s Regulations on information security at government authorities (MSBFS 2009:10) came into
force.
These regulations stipulate that government authorities must apply a management system for information security. This
entails, among other things, a requirement for authorities to classify their information, to identify and manage risks, and to
continually evaluate and improve their security.
In addition, the MSB decides, which civil authorities and other vital societal services should be allocated nationally approved
cryptographic services to allow for secure cross-sector cooperation. The MSB has the right to issue regulations for civil
authorities in the field of communications security protection.
CERT- SE is Sweden’s national Computer Emergency Response Team (CERT) tasked with supporting societal work on
dealing with and preventing IT incidents. Since 1 January 2011, CERT-SE has been a part of the MSB. Some of CERT-SE’s tasks
are to respond promptly when IT incidents occur, cooperate with authorities that have specific tasks in the field of information
security, and act as Sweden’s point of contact for equivalent services in other countries.
For more info see: www.msb.se
See also: www.cert.se
The Swedish Competition Authority (Konkurrensverket) The Swedish Competition Authority is a state authority working to safeguard and increase competition and supervise public
procurement in Sweden. Their task is to establish efficient competition in the private and public sectors benefitting consumers,
and efficient public procurement benefitting society and participants in the markets.
The supervision activities are prioritized with an orientation towards illegal direct award of contracts. New rules were included
in the Swedish Public Procurement Act from 15 July 2010. These rules give the Swedish Competition Authority the possibility
to take cases of illegal direct award of contracts to court.
For more info: http://www.kkv.se/
The Swedish Post and Telecom Authority (PTS) PTS supervises Internet service providers to ensure that competition is functioning and that provisions concerning privacy
protection are being complied with.
PTS's other tasks include working continuously to improve network robustness, as well as supporting the work of society as
regards protection against IT incidents.
PTS is the National Regulatory Authority according to the Qualified Electronic Signatures Act and the Qualified Electronic
Signatures ordinance.
The PTS provides various market information in English and Swedish (e.g. broadband map, people with access to mobile).
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