Skip to content

Skip to content

Digital leaders in Finland 2017

This study assesses 49 leading Finnish brands’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media.

 

Industry reports

Here you can find detailed study findings by industry - how it performs by digital dimension, compared to last year's research, and it also shows the industry leading companies. Just click on the industry chart below to learn more.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

Swipe right to left

67 8 Telecom

Telecom

Telecom companies dominate this year’s study, with each one ranking on the podium. The industry ranks among the top three in every dimension, topping four of them.

View info
B2C
58 7.5 Passenger transportation

Passenger transportation

Last year’s highest-ranking industry has been overtaken by telecom amid falling grades. Passenger transportation achieves a satisfactory grade or higher in all dimensions.

View info
B2C
58 7.5 Gambling

Gambling

Gambling faces increasing online competition from overseas and now ranks third among the Finnish B2C industries.

View info
B2C
58 7.5 Insurance

Insurance

The insurance industry shows a well-balanced performance in each of the six dimensions and ranks fourth overall with few changes from last year.

View info
B2C
54 7.25 Banking

Banking

Banking has been quick to improve its standing, and the previous underdog has now emerged as a top performer. The future changes in regulation and technology will make sure the pace of change remains brisk.

View info
B2C
54 7.25 Media

Media

Media companies were early to adopt digital business models, but have since stalled. The industry now ranks around the median level.

View info
B2C
50 7 Retail

Retail

Retailers are at very different phases in their digitalization paths, with some ranking in the top five and others in the bottom five. All four companies in the e-commerce top four are retailers, making e-commerce the retailers’ undeniable strong dimension.

View info
B2C
50 7 Energy

Energy

Companies in the energy industry have put significant effort into digitalization in recent years, but the upward trend has plateaued in 2016. In the cross-sectional comparison, energy companies finish in eight place, right at the median level.

View info
B2C
46 6.75 Consumer products

Consumer products

Consumer product companies remain among the least digitalized in the study, with all-round room for improvement, but especially within mobile.

View info
B2C
46 6.75 Consumer products (food)

Consumer products (food)

The consumer products (food) industry excels in its use of social media, with Fazer’s and Valio’s use of social media ranked first and second in the study. Like last year, the industry ranks 10th with a sufficient overall grade.

View info
B2C
46 6.75 Food retail

Food retail

Food retailers fail to reach a satisfactory average grade in four of the six dimensions, as the long-awaited digitalization of Finnish grocery shopping is pushed back another year.

View info
B2C
42 6.5 Fuel retail

Fuel retail

Fuel retailers are still looking for modes of digitalization suitable to them. It ranks last among the B2C industries, despite a strong improvement on last year.

View info
B2C
33 6 Manufacturing

Manufacturing

Manufacturing has a history of being the most digitally mature of B2B industries, but with a relative slowdown in improvement compared with last year, it risks being overtaken by the other industries.

View info
B2B
33 6 Construction

Construction

Construction ranks among the other B2B industries with a sufficient grade. A good grade in digital product experience makes up for a poor performance within four dimensions.

View info
B2B
33 6 Forest

Forest

The forest industry has improved most among the B2B industries. Although it still ranks bottom, UPM’s improvement in mobile is a particularly assuring sign.

.

View info
B2B

Key Findings

Our Key Findings section offers more detailed information about the researched Finnish companies digital maturity by dimension; by category and showing the top five digital leaders. Click the dimension tabs below to learn more.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

Digital Marketing

Digital marketing remains a weak spot for many companies, with large variations between the firms. There is significant potential for more effective digital marketing to be found in the versatile use of digital channels, which is foreign to many companies. The best-performing Finnish company is Sonera (9-) and the strongest industry is telecom (8-), which consistently outperforms other industries in the categories.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Search engine marketing

Display advertising

Retargeting

Affiliate marketing

  • 8.75

    Sonera

    Telecom

    Finland

  • 8.75

    DNA

    Telecom

    Finland

  • 8.25

    IF

    Insurance

    Finland

  • 8

    Verkkokauppa.com

    Retail

    Finland

  • 8

    Etuovi.com

    Media

    Finland

Digital product experience

Yet again, Finnish companies receive their best marks from digital product experience, which often meets good international standards. However, the dimension is still lacking in terms of progress: the average score has fallen slightly in 2016. Some features remain underutilized or lacking, especially when it comes to providing engaging content, embracing user-generated content and offering real-time stock information. The best-performing company is energy provider Helsingin Energia (9-), while the best-ranking industry is telecom (9-).

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

The site has a search function

The site has product videos

Users can easily compare products

Users can add products to a wish list or favorites

Interactive presentations or animations

The site has user-generated content

Nordic top 5

  • 8.75

    Helsingin Energia

    Energy

    Finland

  • 8.75

    DNA

    Telecom

    Finland

  • 8.75

    Helsingin Sanomat

    Media

    Finland

  • 8.75

    Nordea

    Bank

    Finland

  • 8.75

    Elisa

    Telecom

    Finland

E-commerce

The companies’ capabilities in e-commerce vary significantly, with the median score in the high sixes. Some companies receive praiseworthy grades for their online stores, while others have not even started their journey in utilizing e-commerce. The average performance has improved on last year, notably due to streamlined purchase processes. The company with the highest grade is Sokos (9-), while the insurance industry has the highest average score (7½).

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Up- and cross-selling during the purchase process

It is clearly indicated whether the product can be bought

Live chat sales support

Availability of PayPal or Klarna

There is a fast delivery option

  • 8.75

    Sokos

    Retail

    Finland

  • 8.5

    Prisma

    Retail

    Finland

  • 8.5

    Verkkokauppa.com

    Retail

    Finland

  • 8.25

    Stockmann

    Retail

    Finland

  • 8

    LähiTapiola

    Insurance

    Finland

E-CRM

By intelligently utilizing digital customer relations management, companies can now improve their services and cut costs. Still, progress within e-CRM has been slow. The average score only amounts to 6½, and customer support is especially lacking. B2C companies dominate the top 10, with Sonera as the leader (8) with an engaging and personalized online service. Telecom is the most advanced industry for e-CRM (8).

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Frequently asked questions

Real-time customer service chat

Live chat replied within five minutes

Call-back services

Engaging customers

Call service and chat has indicated the busiest service hours

  • 8

    Sonera

    Telecom

    Finland

  • 8

    Prisma

    Retail

    Finland

  • 8

    OP

    Bank

    Finland

  • 8

    Sokos

    Retail

    Finland

  • 7.75

    Elisa

    Telecom

    Finland

Mobile

Mobile sees an average improvement of more than a full grade, which makes it the fastest developing dimension by far. Although B2C companies are a full grade ahead of their B2B counterparts within mobile, B2B forerunners are quickly developing their own ways of integrating mobile into a seamless customer experience. The most advanced companies are media firms Helsingin Sanomat and YLE (10-), while telecom (8½) is the industry with the highest average score.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Mobile optimized web pages

Android application

iOS application

Functioning mobile online store

  • 9.75

    Helsingin Sanomat

    Media

    Finland

  • 9.75

    Yle

    Media

    Finland

  • 9

    Nordea

    Bank

    Finland

  • 8.75

    OP

    Bank

    Finland

  • 8.75

    DNA

    Telecom

    Finland

Social media

Social media is another dimension that shows considerable progress, with B2C companies in particular utilizing new tools to engage their customers. While most companies have followed their customers to new platforms, it is the activity, engagement and two-way communication that makes the difference between high and low achievers. Fazer (9+) has the highest grade in social media. With Valio in second place, it comes as little surprise that consumer products (food) (8½) is also the best-performing industry.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Facebook

YouTube

Twitter

Instagram

LinkedIn

Google+

Own blogs

Pinterest

  • 9.25

    Fazer

    Consumer products (food)

    Finland

  • 9

    Valio

    Consumer products (food)

    Finland

  • 8.75

    Yle

    Media

    Finland

  • 8.75

    Elisa

    Telecom

    Finland

  • 8.75

    Finnair

    Travel

    Finland

Contact us

Contact us for more information and details about this research, about our BearingPoint and Magenta Advisory digital transformation capabilities and experiences, or to benchmark your company’s digital maturity.

Our people

Contact us to learn about our digital transformation insights and capabilities and how we can help you become a digital leader. 

Video

 

Digital leaders in Finland 2017

Jan 24, 2017

Slush webinar: Fintechs and Big Finance: Collaboration, Not Just Competition

Nov 3 2016

Slush webinar: Equity Crowdfunding Democratizing the Funding Ecosystem

Nov 3 2016

Slush webinar: “Bigger, Better, Faster” – Joint Success of Holvi and BBVA

Nov 3 2016

Close window

To download the report please fill in your details below