Tyskland - markedsinformation

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Markedsmuligheder for IT virksomheder i Tyskland

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Tyskland - markedsinformation

  1. 1. GrowBizProgram, Copenhagen May 8th Germany Market OverviewReinhold Säckl, Senior Management Consultant ICT
  2. 2. What are we doing? • Help Danish companies to enter the German market successfully • Help established Danish companies to expand their business in Germany • Promote Denmark as an innovative business partner • Raise the profile of Denmark as an important trading partner of Germany
  3. 3. The Trade Council of Denmark -Accompanying enterprises across the border Strategy Evaluation Decision & InvestmentProject Management Assistance Joint project Coordination Business opportunity Market entry Project partner management and support of analysis and market strategy identification with regional negotiations research support and contact development with local agency authoritiesLocation Consulting/Site Evaluation Final site Identification of project- Cost factor Site Site visit decision specific location factors analysis preselection organization supportSupport Services Project-related Organization of Accompanying financing and meetings with incentives Identification of relevant Administrative incentives legal advisors application and tax and legal issues affairs support consultancy and financial establishment partners formalities
  4. 4. Example of servicesTechnology scouting Technology/R&D partner search Incubator facilitiesTrend spotting Capital connectionMatch-making R&D recruitmentR&D cooperation agreements Innovation inspiration toursAccess to R&D, Innovation and networks Network managementMapping (i.e. funding/7FP) Medtech/Pharma/BiotechInnovation workshopsInvention advisory board
  5. 5. Facts & Figures: Germany in Numbers DK BALTIC SEA FLENSBURG Form of Government – Federal Republic (16 states) NORTH SEA KIEL ROSTOCK Population 82 mio. SCHLESWIG-HOLSTEIN MECKLENBURG- WESTERN POMERANIA SCHWERIN The largest economic power in Europe HAMBURG HAMBURG GDP of € 2.5 billion BREMEN BREMEN PL BERLIN NL LOWER SAXONY Export-oriented Economy BERLIN Decentralized Structures HANOVER POTSDAM BRANDENBURG Economic Power Centers MAGDEBURG Large Manufacturing Base (Automobiles, Machinery) SAXONY-ANHALT NORTH RHINE-WESTPHALIA BE HALLE LEIPZIG DÜSSELDORF SAXONY DRESDEN A Typical German Company ERFURT COLOGNE Technology driven SME business FRANKFURT THURINGIA Privately Owend LUX HESSE CZ WIESBADEN MAINZ RHINELAND PALATINATE NUREMBERG SAARLAND SAARBRÜCKEN BAVARIA F STUTTGART MUNICH BADEN- WÜRTTEMBERG AUT CH
  6. 6. The German Economy – The Headlines in 2011
  7. 7. The German Economy – Key Performance Indicators GDP Growth YoY and Unemployment Rate in % (2010) 2011 2.9% 6.8% Sources: German Federal Statistical Office, Eurostat, OECD, International Monetary Fund (IMF)
  8. 8. Germany as a Business Location• Close to Denmark• Leading and stabile Economy• Secure Investment Environment• German Speaking Countries• Germany is looking at Denmark (IT for Renewable Energy Sector, School, Public Services etc.)• Long term relationships with customers and suppliers
  9. 9. Germany as a Business LocationThe place to be for high-tech businesses: international top managers choose Germanyfor quality and innovation choose Germany as the best future sourcing location right after China, the USA, and India. 14% Future Sourcing say that quality is the main reason for the decision, pointing out the country‘s global reputation for Made in Germany product 35% and manufacturing excellence. Quality choose Germany for its potential for 13% business, leaving USA and India behind. BusinessNote: The PwC 14th Annual Global CEO Survey asked 1,200 top managers and government officials about their corporate outlook and futuredecisions. Source: Pricewaterhouse Coopers (PwC) 2011
  10. 10. Economic Power Centres  Average population density: 231/km2  40.3 million (48.9%) of the German population live in 4 metropolitan areas with more than 500 people/km2  Major metropolitan regions: 2 Rhein / Ruhr Area 8 1 (Cologne, Düsseldorf, Dortmund, Essen): 5.7 million i.e. Telecommunication industry 2 Berlin: 4.2 million 1 i.e. Internet, healthcare 9 3 Stuttgart: 2.6 million i.e. Mechanical engineering 4 Hamburg: 2.6 million > 500 people/km2 i.e. Logistics, media 6 > 200 people/km2 5 Munich: 1.9 million i.e. Automotive, mechanical engineering etc > 100 people/km2 7 > 50 people/km2 6 Frankfurt a. M.: 1.9 million i.e. Finance & banking 3 ≤ 50 people/km2 7 Nuremberg: 1.0 million i.e.Embedded systems Cities 8 Hanover: 1.0 million 5 > 1,000,00 people i.e. Automotive > 500,000 people 9 Leipzig: 0.6 million ≤ 500,000 people i.e. Renewable energies, chemistrySource: Atlas Deutschland 2010; Federal Statistical Office 2010
  11. 11. ICT Companies, Clusters & Competence Networks Competence Network Federal State Baden-Württemberg: Baden-Württemberg Connected GEOkomm networks Brandenburg IT Saar Saarland IT4work Hessen medRegio Lübeck Schleswig-Holstein Mobilfunk NRW Mobile Solution Group Bremen REGINA e.V. NRW Virtual Dimension Center Baden-Württemberg We have associations for most vertical IT sectors National and federalSource: BMWi – Kompetenznetze Deutschland (kompetenznetze.de), BITKOM/Roland Berger 2008, Bureau van Dijk 2008
  12. 12. The German ICT Market ICT Industry Market Volume (2010) 800 705 700 600 Germany‘s ICT industry is ranked Market Value (billions of Euro) 4th in worldwide comparison of 500 market volume 400 300 221 200 187 1 3 5 144 135 100 0 USA Japan China Germany UKNote*: figures roundedSource: EITO Report 201108.05.2012 – German ICT Market – Business Opportunities | 8
  13. 13. The German ICT Market 33.000 companies and 832,500 full time employees work directly in the ICT sectorEmployees in the German ICT sector(2010) TC • Another 650.000 ICT specialitst work in other Hardware; 6.1% industries , i.e. automotive, finance, etc. • Within the ICT sector a total number of 18.600 TC Services; new highly qualified jobs were created in 2011 21.4% • Most of the new workplaces were created in medium-sized enterprises in the software an IT-industry • The software and IT-service sectors are one of ITHardware; the job motors of the German Industry 2.8% • Challenges 2012 Software Qualified People and IT Services; Salaries 69.7%Source: BITKOM, 2011
  14. 14. The German IT MarketThe most important IT trends and challenges 2012 Cloud Computing 51 IT Security 48 Embedded Systems 46 Broadband Internet Access 41 Location-based Services 38 Smart Grids 37 Virtualization 35 Softw are-based Products 29 Web-based Services and Trade 27 IT Systems in the Health Sector 26 Green IT 26 Smart Home 22 Government IT 17 Source: VDI, March 2011
  15. 15. IT Services – Cloud Computing Cloud Computing Sales in• 10% of total IT spending will go into Cloud Germany (in EUR billion) Computing technologies in 2015 9• Cloud Services (turnover): EUR 550 million in 2011 8 8.2 EUR 4.8 million in 2015 (+ 773 %) 7• Cloud Infrastructures 6 6.5 EUR 400 million in 2011 5 EUR 2.6 billion in 2015 (+ 550 %) 4 4.5• Cloud enabling services incl. consulting services (turnover): 3 3.1 EUR 200 million in 2011 2 EUR 800 million in 2015 (+300%) 1.9 1 1.1 0 2010 2011 2012 2013 2014 2015
  16. 16. Telecommunications The telecommunications sales volume in Germany is forecast to consolidate at EUR 66.0 billion in 2012Sales in the German Trends in the GermanTelecommunications Market (in EUR bn) Telecommunications Market80 Segment 2010 2011 2012 66.1 65.7 66.0 Mobile data services +18.2% +14.0% +10.0%60 Fixed data services +0.9% +1.2% +1.2%40 Mobile voice services -2.3% -6.5% -3.5% Fixed voice services -8.0% -7.5% -7.5%200 2010 2011 2012 Source: BITKOM, 2012
  17. 17. IT -SecuritySales of German IT Security Market by The market for IT security (products and services) isSegments (in € million) growing due to steadily increasing risk potential45004000 Network security3500 493 Sales of German IT security reached 449 438 Equipment EUR 490 billion in 20123000 security 413 396 229 Information In international comparison German 1192500 234 security users show a high need for security 385 361 205 107 Web security 233 359 181 2032000 331 95 215 158 1 7 4 305 84 Data security 196 139 1491500 5 127 181 168 Permission1000 2114 management 1816 1548 Services 1317 1124500 0 2008 2009 2010e 2011e 2012e 2008 2009 2010 2011 2012Source: IDC, 2011
  18. 18. Doing business with Germans – cultural tendencies… • Germans have a reputation for being thorough, exact and direct • clear, direct communication, concise presentation important – come to the point! • Germans are direct in expressing views and opinions (no hidden language or reading between the lines) • English language skills • Formal and business culture (language and dress code) • Just in time….. • Forward thinking / Anticipation of potential problems • What is being said will be taken seriously, promises made are held and small talk is withheld • Germans are impressed with quality, reliability and reputation => show that you are prepared and confident (Market & Meeting Partner Knowledge, Competition, Translations etc. • They aim for long-term business relationships!
  19. 19. A successful market entry is down to preparation • Blue vs Red Ocean • Understand your target market AND your product! - Value Proposition - - Competitors Who are current competitors? Local or global players? What are their positions, goals, strategies and USPs? Who are their investors? - How does your product/ service/ provide value compared to competitors? - What is the value for the potential partner, reseller, distributor, direct account? - Customer Segmentation (Beachhead, Lighthouse, etc.) - Channel Partner Modell Profile and the criteria? (number of employees, national/ regional coverage? After sales support y/n? • Bring it all together in a Go-To-Market Strategy! • Be present in the market (local phone, address, contact details!) • Be creative!
  20. 20. Recent project: Digital Case Management• Company focused on Digital Case Management and Paperless Workflow• 6 Ministries in DK• Partner with Focus on Public Sector, good network, national coverage• 15 potential companies have been identified• ZERO interest!• New strategy: • Forget partners for now • Find organizations on a science level consulting the Public Sector • Meeting at Ministry Level• Science Partner “Fraunhofer Institute” FRAUNHOFER• Meeting at the Embassy in Berlin between Jacob Heinzen, PS Ministry of Transportation DK Cornelia Grothe, PS Ministry of Transportation GER + Head of CIO-Group Ambassador, the client
  21. 21. Recent project: Digital Case ManagementOutcome so far:• Pilot at the Fraunhofer FOKUS Institut, focused on solutions for the Public Sector• Pilot at the Ministry of Transportation
  22. 22. MAKE ONE OF DENMARK’S STRONGEST BRANDS YOURS 23

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