Current state of_digital_business_environment_in_finland
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Where we are with digital Current state of the digital business environment in Finland
By Mathias Calonius, Futurice 8.4.2013
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Current facts
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Digital is in the mainstream
90% use internet
Of the whole Finnish population aged 16-‐74 years
49% has a smartphone 49% followed some social networking service
Source: Tilastokeskus 2012
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Online sales are growing fast in Finland About 7-‐8% of the whole private consumption
Source: Tilastokeskus 2011, 2012
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Mobile has become a central commerce device
78% use smartphone for shopping related activities
Mobile use is growing really fast, already at the level of 35% in media services
70% use smartphone while shopping in-‐store
Sources: http://www.thinkwithgoogle.com/mobileplanet/en, www.sanoma.com
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The insight
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Online and offline commerce merge
YESTERDAY TODAY TOMORROW
4%
96%
8%
54%
OFFLINE INFLUENCED BY ONLINE
37%
ONLINE &
OFFLINE
ONLINE ONLINE
OFFLINE
OFFLINE
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Digital and data drive sales, marketing and service development together
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Marketing becomes a process and customer development becomes continuous
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Understand where you are now
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Learn to operate in the digital business environment
Starting out 10%
Basics right
40%
High ambitions, weak results
40%
Showing the way
10%
Focus on vision, learn from peers, start with high impact opportunities, recruit talent
Learn through experiments and by listening to the customer
Continue to develop your goal and vision and listen to your customer
Define measurable objectives, manage portfolio of projects and integrate initiatives