The digital footprint of Finland – past, present and future

Kim Weckström – Avaus Consulting18.11.2009

2

Topics

1. Global digital presence as a byproduct of our actions

3. Finland is today small, will be on the verge to non-existence

5. Finland in conversational space then, now and in the future

7. What can we measure? – Case Nokia in social media

3

The digital footprints are byproducts by our activities

Digitalfootprints

Industry

Travel Cuture

Consumption

Technology

Civil action

Promotional actions

Events

4

Footprints by Finns and Finland are heavily technology related

TechnologyPop

culture

?

Sports Events

5

Google and FB are ahead of the net. Nokia is between God and IBM

6

Linux and Nokia are bigger than everything else Finnish combined

7

Suunto, Finnish Rock and Räikkönen bigger than Finnish Big Caps

8

The web, as we know it, was born between 2000 and 2009

Europe andNorth America

Asia

Africa

210 million 670

million

114 million 740

million

67 million

4,5 million

+200%

+545%

+1392%

users 2000 users 2009

Growth:

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Asia will leave EurUSA far behind - Use predominantly mobile

1480 million

3700 million

960 million

+500%

+1430 %

+220%

Europe andNorth America

Asia

Africa

est. users 2020Users 2009Users 2000

Growth:

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Anglo-dominance is disappearing fast

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2009

2020

•Global net population from percent 1,45 B to 5-6 B in 10 years•Finglish is a language spoken by 300 000-600 000 people

Finnish relative global web presence is dramatically diminishing

Due to fast expansion of the global net Finland is ”disappearing”

Global expansion of the internet

12

2009

2020

•”Finnish relevance” can generate presence and impact beyond geography, etnicity and language

But the net is not about geography it is about digial relevance

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What is digital relevance, and how does it emerge?

1950 20202009

?

1950Analog relevance

Relevance of things Finnish

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What is digital relevance, and how does it emerge?

1950 20202009

Base industry

Pop culture

Sports

DigitalInfra-

structure & Device

Arts &Design

Sports

BIPolitics

Digitalservice

s

BI

Pop culture&

design

Sports

Whatelse?

Analog relevance

Relevance of things Finnish

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Relevance is difficult to predict

• Exists but is difficult to detect• Is based on actions and organized behavior• Cannon be designed or predicted

Emergent

Language independent

Scalable

• Video• Music• Design

• Resides in many entities (Linux)• Affects many• Based on future megatrends

16

TailHead

Rel

evan

ce

Based on google search resluts Nov. 2009

Does the tail carry the future head within itself?

NokiaLin

ux

Sauna

MyS

QL

F-se

cure

Extre

me

spor

ts

Emer

ging

tech

nolo

gies

Pop c

ultu

re &

des

ign

Mar

imek

ko

”Head and tail”

Finn

ish

indi

e ac

ts

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Finland needs strategy for how to increase it’s digital footprint with 300.000-600.000 English speaking Finns in a future universe of 5bn + Internet users

(Where English will represent no morethan 15-20% of the spoken word)

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Can 300-600 K people make themselves heard?

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Avaus ConsultingKim Weckström0400-427196 / kim.weckstrom(a)avaus.fi

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