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Statistics Denmark Erik Sommer

Nordic Marketing Conference of Statistical Products and Services Helsinki, Finland, June 13-15th - 2005 Workshop 4: Competition and Co-operation on the Market of Statistical Services. Country presentation from Denmark. Statistics Denmark Erik Sommer.

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Statistics Denmark Erik Sommer

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  1. Nordic Marketing Conferenceof Statistical Products and ServicesHelsinki, Finland, June 13-15th - 2005 Workshop 4:Competition and Co-operation on the Market of Statistical Services. Country presentation from Denmark Statistics Denmark Erik Sommer

  2. Workshop 4: Competition and Co-operation on the Market of Statistical Services • 1) Competition – and competitors? • 2) Co-operation and partnerships? • 3) Sales strategy – distribution channels? • 4) Reseller agreements – content and approach? • 5) Strategical focus

  3. Competition and competitors (1) • No demand – no customer demand • No supply – no relevant data • Companies using their own or alternative data • Third parties – resellers taking the market • Other governmental statistics – see www.dr.dk/kriminalitet, www.statistik.politi.dk • Free data • Etc.

  4. Co-operation and partnerships (2) • Creating joint projects with public or private companies • Denmark: The National Square Grid created in partnership with National Mapping Agency www.kms.dk • Denmark: Products combining maps and statistical data online – XPoint www.dst.dk/xpoint. Created in partnership with Neozone www.neozone.com • Denmark: Presenting griddata by reseller Geomatic www.conzoom.net

  5. Sales strategy – distribution channels (3) • Direct sales: customer direct contact • Indirect sales: sales through reseller who either distribute products without any change or adding data and creating a new product – customer primarialy indirect contact. • Statistics Denmark: The statistical division focus in Social Statistics primarialy on public customers. Interview- and Market Service focus primarialy on private customers but also on municipalities, surveys and geographical data.

  6. Reseller agreements – content and approach (4a) • Royalty model for resellers. • Option 1: Purchase of data for resale purpose • Option 2: Distribution of data without purchase. • Royalty option 1a: Either flat fee 40% Statistics Denmark, 60% reseller (for 2nd sale). First purchase full price. • Royalty option 1b: Fee related to total sales, level 1: 50% vs. 50%, level 2: 33,3% vs. 66.7%, level 3: 25% vs 75% (Statistics Denmark vs. reseller).

  7. Reseller agreements – content and approach (4b) • Royalty option 2a: first sale 75% Statistics Denmark, 25% reseller. • Royalty option 2b: second sale same product 70% Statistics Denmark, 30% reseller. • Basic principle of pricing: Cost recovery • Argument for reseller royalty model: Reduction of customer relationship management ”CRM” and belief in creating a product with greater added value leading to cost reduction.

  8. Strategical focus on sales (5)

  9. Our core values: Statistics Denmark 1) Official statistics are our responsibility 2) Our efforts make a difference 3) We take the initiative 4) We focus on quality 5) We listen to everyone and think outside the box 6) Together, we create a good working environment

  10. SWOT analysis – Nordic statement, internal & external relations (5)

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