1. Business Opportunities in
Western Europe
Marjaana Karjalainen
November 13, 2012

2. Agenda
• Europe might be in crisis, but it is not dead!
• Business opportunity snapshots:
– France
– Spain
– Italy
– Benelux
– Scandinavia
– UK
– Germany
• Finpro team at your service
13/11/2012 © Finpro 2

3. Despite recession, the biggest and wealthiest
SWDM market
WE Region: Broadband:
Inhabitants : 359,1 million Broadband access (million) : 109
GDP : 10.650 billion EUR % on WE population : 31%
(Finland: 195) % on EU5 families : 73%
DSL
76,3%
Cable
16,4% Fast
growth
Optic
fiber
2,2
Others
5,1%
TLC spending (billion EUR): 259 Mobile Internet:
Services (EU5) : 212,7 World’s highest penetration rate
Systems and infrastructures (EU5) : 46,3 Large investment in LTE infrastructures
Over 20 LTE active networks; over 30 trials
IT spending (billion of EUR) : 230,6
Software and services : 154,1 Projects and opportunities
Hardware : 76,5 Digital Media
Government’s digital agendas
Sources: Finpro Elaboration over National statistics 2009-2011; ComScore 2011; Nielsen 2010 Enterprise solutions
E-Health

4. WE towards the mobile economy
Age of the first mobile phone
Smartphone penetration rata
over total population FR DE IT ES UK
12 9 9 11 8
EU5
EU5 Finland under 24
46,9% 38,1% 35,8% Operators tariff policies
 Flat-rates are offered by all the MNOs
 Smartphone penetration is over 50%
 Post-paid and pre-paid has the same QoS
in the EU5
(Quality of Services)
 UK and Spain have the highest
smartphone penetration rates  Data plans for all the o.s.: iPhone, Android,
 Italy has the world’s highest Symbian, Windows.
penetration rate among under 24
Nokia is still among TOP 3 vendors of
Percentage of website traffic smartphones
using mobile and tablets  Google’s smartphone platform market share
grew up to 41%
 Nokia still holds over 1/3 of the market in Italy
and Spain
EU5 Finland Project and opportunities
7,5% 6,8% Mobile payments
Mobile commerce and retailing
 Traffic generated by mobile devices is
BYOD based Enterprise solutions
growing faster
Social Media based services and content
Sources: Finpro Elaboration over National statistics 2009-2011; ComScore 2011; Nielsen 2010

5. 13/11/2012 © Finpro 5

6. France

7. Market drivers
E-learning –
modernization of
educational tools
B2B cloud
PA
solutions Safety & Security
Surveillance technology
Securisation of
transactions
Business
Mobile payment
solutions M-health, Home care
& also Machine-to-machine-
Consumers to-human (M2M2H)
solutions
Indoor
localization
eg navigation and 3D, Serious Games
guidance
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8. Business Opportunities
France is home for major telecom companies, integrators and R&D labs
France ranked as the 3rd country in the EU in terms of fixed broadband penetration
and second in penetration growth.
Imports of ICT continues
Telecommunications Embedded solutions
for the industry
• Mobile payment
in 2012
related B2B
Innovative solutions
for Demanding
Networking
infrastructure applications and consumers
Aerospace services
Large corporations (incl FT, Always connected
members of Thales Group,
Military E-commerce Working / Leisure
Technicolor and Alcatel) are
involved in FP7 ICT Defense
Tourism, culture E-learning as a tool for
projects in several key
areas like Future Internet Automotive & more efficiency
and 'Networked electronic Shipbuilding Transports
media' (NEM) E-health for health
care provision any
time, anywhere
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9. Spain

10. Market drivers
Cloud solutions
for corporate,
(SMEs)
Corporate Business
mobility
solutions
PA
Broadband,
LTE licenses
Consumers
Gaming
Entertainment
(Sports,
tourism)
Mobile
ecosystem
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11. Business Opportunities
• Europe’s fifth largest ICT market
• Very high smart phone penetration compared to other ICT matters
• Homeland of Telefonica
Mobile Big Data “Telefonica effect” Cloud Computing Gamification
applications and Challenges of Decision making of Software as a Service Companies are
services storing, managing, one of the largest (SaaS), but also trying to implement
One of the most analyzing, telecom companies in Platforms (PaaS), and improve their
developed mobile modeling and the world takes place Business Processes processes by
markets has huge visualizing data in Spain. Gateway to (BPaaS), and “gamifying” them
demand for both Latin America virtualization (Server,
consumer and
enterprise Desktop, Storage)
applications and
solutions (ex: NFC
solutions)
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12. Italy

13. Market drivers
Cloud solutions
for corporate,
SMEs, SoHo Government
Digital Agenda
Business
PA
digitalization
PA
Broadband,
LTE licenses
Consumers
Social Networks
and Gaming
Mobile
ecosystem
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14. Business Opportunities
• Europe’s fourth largest ICT market
• Highest smart phone penetration in the world in the youth segment
• More smartphones than PCs
Mobile Embedded Green ICT Cloud Computing
applications and solutions ICT systems and Software as a Service
services Software especially applications to reduce (SaaS), but also
One of the most for the machinery, CO2 emissions: green Platforms (PaaS),
developed mobile automotive, data centre, smart Business Processes
markets has huge aerospace and grids, smart buildings, (BPaaS), and
demand for both shipbuilding sustainable mobility virtualization (Server,
consumer and industries
enterprise Desktop, Storage)
applications and
solutions
13/11/2012 © Finpro 14

15. The Benelux
The Netherlands, Belgium, Luxemburg

16. Market drivers
Supply chain Healthcare,
/ logistics Personal heath &
homecare wellbeing
solutions
Industrial &
embedded
Sustainability & Sustainability
Mobility solutions “green ICT”
Open innovation solutions
environment
“flexible working” solutions
Smart
environments Personal
entertainment
B2B
cloud solutions
(E)government
Gaming:
Open, international services &
“serious” & efficiency
business-environment leisure
and attitude
-
“Gateway to Europe” role E-learning &
education Social
networking
Data Centers
&
connectivity workflow
management

17. Business Opportunities
• Open market - open mindset: “European Gateway” and step-stone market
• Excellent ICT infrastructure: global top-country in fixed and mobile broadband
• Economic development and market dynamics offer wide range of opportunities
Mobility & supply Infrastructure Education, learning, Open innovation Market reforms and
chain: entertainment: opportunities: efficiency trend:
- Internet hubs, data
- Vast ‘European centres, very high - Increase lesson - Open innovation / - Pressure on public
Logistics’ industry fixed and mobile efficiency, e- R&D environment in sector: efficiency-
in constant need broadband learning, interactive health-, ‘experience’-, and services
for ICT innovations connectivity. learning solutions, industrial and energy improvement
to drive teacher support, areas.
competitiveness tailored education. - Healthcare &
homecare reforms
- Densely populated Social networking - Serious gaming Green ICT: and aging
countries in need market. population: strong
for mobility / ‘smart - Market growing - Solutions effectively pressure on
working’ solutions exponentially reducing burden on efficiency, and
reducing traffic. Cloud environment. growing need for
smart solutions.
- Solutions B2B –
SME’s
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18. Scandinavia
Sweden, Norway, Denmark

19. Market drivers
DRIVERS CLUSTERS
Public Cloud & security
procurement, e.g. solutions, big data
health efficiency opportunities
Mining
Telcos, packaged
offerings; Mobile promotion &
corporate, SME & transactions: retail,
consumer Forestry diminished roaming
Energy & fees etc
automation
Social media; consumer
behaviour, integrated IT & services - Considerable R&D,
solutions, networks e.g. financial acclaimed science parks.
Off shore & E.g. on materials / ESS.
energy &
shipping Manufacturing
Media / / designs
entertainment; Media / Infotainment;
music & gaming promotion & intelligent
Food & visualisations
Manufacturing agriculture
/ designs /
Embedded BI, Trading
Considerable infrastructure
tracking, Health, life investments & subsidies &
logistics, billing science & internationally oriented
Biotech
construction sector
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20. Business Opportunities
• Highly competitive & comparatively accessible plus secure ecosystems
• E.g. telecom liberalised early, demanding consumers, international networks etc.
• The 1st step towards further internationalisation ventures for many Finnish SMEs.
Mobile Embedded Security Cloud Computing
applications and solutions Networks and SaaS, ´big data´
services Machinery & surveillance, ERP challenges, bundled
Demand for automotive systems, packaged services like sc e-box,
applications and industries, retail, services, hosting & customer behaviour
solutions as well as cleantech & energy: corporate networks / patterns etc etc.
co-development. tracking, communications. Cross industry
Strong media, e.g. management,
gaming community. transactions etc. synergies.
Norway Extremely strong Sweden Stability & growth, strong Denmark International
economy & purchasing currency: communications, economy: Trading, logistics,
power: off shore & energy heavy- & process industries, design & off shore + energy,
technology, consumer goods services & retail, food and life science.
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21. Germany

22. Market drivers
Drivers Key Sectors Drivers
Cloud
Solutions Consumer
Electronics
Life Sciences
Machinery &
IT Security
Smart Grids equipment
Car industry
Retail
Energy &
environment BYOD (bring
your own
ITK
device)
Gaming
Social media
Mobile Data
Services
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23. Business opportunities
• Fifth largest ICT market in the world
• Mobile data services growing rapidly and market set to increase by 13% in 2012
• Highest number of social media users in Europe (29.2m)
Lifescience: Energy & Environment Machinery & vehicles Consumer Electronics Fibre network
Healthcare is a huge The Government‘s Opportunities in the Largest EU customer base Due to delays caused by
industry employing 4,8m decision to opt out of machinery and automotive and the growing deregulation issues
persons. Costs saving is nuclear power implies the sectors. The market for digitalization are the Germany is a long way
driving innovation, implementation of M2M communication drivers for growth of this behind other leading
especially in of e-health renewable energies (e.g. solutions has a large sector. By the end of 2012 counties when it comes to
and telemedicine areas Wind), and a growing potential (B2B especially), 25% of all German fibre networks to the
demand for new network especially in areas such households will own a home. Currently less than
BYOD
technologies: smart as embedded systems, smart TV, and TV web 1% of German broadband
Recent surveys say that grids, smart metering, and also infotainment usage is estimated to Internet users have fast
half the German mobile services etc. increase rapidly. fibre connections, which is
companies allow Cloud Computing: increasingly becoming a
employers to bring their Cloud is booming and problem in the Internet
own devices. The growing turnover will increase by age.
trend has strong 47% in 2012. Enterprise
implications for areas such investments in SaaS, IaaS
as security and MDM and PaaS solutions. Also
(mobile device increase demand of
management) solutions for consumer
customer base
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24. The United Kingdom

25. Market drivers
Cloud services and Central and
outsourcing for Local
enterprise Government
efficiencies and
Digital Media and cost savings
Creative Industry
Transport,
supply chain
Logistics, RFID Bundled telecoms:
Healthcare
broadband,
efficiencies and
triple play
remote care Knowledge
services
based services
and consulting
Manufacturing Mobile ecosystem
IPR and value chain
Consumer
experience:
Social Media and Retail solutions
Gaming Consumer
analytics
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26. Business Opportunities
• ICT Market value in the UK approx 90b Euro, 22% of the total Western European market
• Mobile penetration rate 73%
• Global hub for digital media
• Highly advanced retail industry
Digital media Retail Knowledge based Cloud Computing
Highly advanced Large and services Rapid migration to
creative industry competitive retail UK is a rapidly growing outsourced cloud-
(advertising, sector driving environment for KIBS. based support services
media). Huge investment for This is a key driver for for IT. Significant driver
investment in efficiencies and talent and applications for change within the
driving change in competitive that will enhance the enterprise e.g. focus
traditional media positioning in order IPR of service
and embracing to stand out in the industries such as on core customer-
digital such as high street and finance, lifestyle, focused competencies
social media and improve customer healthcare and outsource internal
the smartphone experience. Key services
experience drivers for
monitoring customer
behavior to
incentivize spend
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27. At your service
UK and Ireland Nordics
Mika Eriksson Pierre Brolin
Perry Le Dain
Rita Smalley
Germany
Benelux Alun Jones
Patrick Wiersma
Petra Wullings
France
Heli Pasanen-Zentz
Iberia Italy and Malta
Pablo Sanz
Marjaana Karjalainen
Roberto Bettuzzi
13/11/2012 © Finpro 27

28. Marjaana Karjalainen
marjaana.karjalainen@finpro.fi
+39 348 222 1847
+358 20 469 5786

29. Thank you!