Kim Weckström The Digital Footprint of Finland
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The digital footprint of Finland – past, present and future
Kim Weckström – Avaus Consulting18.11.2009
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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
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The digital footprints are byproducts by our activities
Digitalfootprints
Industry
Travel Cuture
Consumption
Technology
Civil action
Promotional actions
Events
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Footprints by Finns and Finland are heavily technology related
TechnologyPop
culture
?
Sports Events
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Google and FB are ahead of the net. Nokia is between God and IBM
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Linux and Nokia are bigger than everything else Finnish combined
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Suunto, Finnish Rock and Räikkönen bigger than Finnish Big Caps
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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
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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
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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
DIGITAL OPPORTUNITIES