Finland, the Promised Land of Platform Business, Manu Setälä, Senior Advisor at Business Finland

1. 1
@ManuSetala @BusinessFinland
Finland
the Promised Land of
Platform Business
Manu Setälä

2. International level
C
B
A
10 X
+10 %
Platform
forecomers
Traditional
enchancers
Digital platform business
models
Business models with
linear value chain
# of platforms in use
Platform Economy and GDP
0
1
or
Digital is binary: only 1 and 0
Which one you´ll be?

3. 3
@ManuSetala @BusinessFinland
Winner or Loser
• The Largest Companies by Market
Cap
• https://www.visualcapitalist.com/chart
-largest-companies-market-cap-15-
years/
• 2016  All top-5 are digital
platform based

4. 4
@ManuSetala @BusinessFinland
Finland – the Promised Land
https://toolbox.finland.fi/themes/functionality-and-wellbeing/?type%5b%5d=visuals&load=2

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@ManuSetala @BusinessFinland
Platform economy optimizes service production
• Every product is meant to be used  the usage can be service
• One definition for Platform Economy:
• Platform economy is a business (or operational) model and digital
technology that creates best value for customers by offering optimal
services with lowest prices and the profit is divided in a fair way to
members of this value creation network.
• The input (”food”) for Platform Economy is Data about “everything” –
e.g. the needs & costs & usage of any kinds of resources
• Data can be ”owned” by one partner or it can be distributed widely
• Think about blockchains: every members of the network can have all information
• If there is anything that is not fully used there is potential to make it
more profitable

6. 6
@ManuSetala @BusinessFinland
About Platform Economy
• Platform economy (or Digital Business
Ecosystems or API Economy or …) requires
many members with good business model
 WIN – WIN – WIN
• Platform is for data operation: transfer +
refining + enhancing + visualization …
• AI is needed for the computer based
value addition
AI
Business
Models
DataPlatforms

7. 7
@ManuSetala @BusinessFinland
• All new services should be build on top of
existing services
• Remember Pride wear:
• Something old, something new,
something borrowed
• Don’t make everything from ’scratch’
• You’ll should use 3rd party APIs (services)
like the common software libraries
• Provide your added value, offer UI for end
users and APIs for your partners
• Data API, UI API, code API
• Remember the security layers
Services Build on Services =
’tetris of platforms’
‘tetris’ of platforms
Microsoft Oracle
Common libraryUI-library
’Own’ business logic
software code
’Own’ UI
UI API
’exec…’
API
data
API
Services created by your
partners
3rd party
APIs

8. 8
@ManuSetala @BusinessFinland
Example of ’Service Build on Services’
Whimapp by MaaSGlobal
• WhimApp is a Mobility as a Service
–application & platform
• WhimApp uses APIs from public
transport & taxi & … and provides
unique transport service for end user
• What if somebody creates a new
service that uses Whim?
• PDaaS = Packet Delivery as a Service
• MaaS allows people to go places and live their lives
with more ease than ever before
https://maas.global/maas-as-a-concept/
https://whimapp.com/
http://maas-api.org/

9. 9
@ManuSetala @BusinessFinland
Theoretical Example
• Let’s assume that there is a country with schools &
healthcare & …
• They both have IT-system where all the information is
handled/stored + they have (visual) view of student /
patient
• How about the ”tetris” / SBoS –view?
• A lot of shared services (on which systems are built)
• Identity, Access control, ERP, (parts of) AI, bookings, …
• Information is stored only once
• All services/interfaces are well documented and with SLAs
• SMEs are eligible of developing services
Identity
service
Access
control
AI
Meetings
booking
Healthcare
Service
Modules
Dental care
General
Medicine
Citizen
ViewDoctor - UI
ERP
…
Doctoral
Appointment
Educational
Service
Modules
Classroom
Contol
General
Teaching
Personal
Teaching
Teacher - UI
Teacher-Parent
appointment
…

10. INTERNATIONAL
TRADE FAIR
GRANT
EXPLORER
INNOVATION
VOUCHER
TEMPO
For the
development
of the
enterprise’s
international
competencies,
also digital,
and growth
management
De minimis grant
100%
5000 € + VAT
De minimis grant
50 %
max 10 000 €
De minimis grant
75 %
max 50 000 €
The purchase of
first innovation
services
The purchase of
internationalisation
services
A group of
at least four
SMEs
De minimis grant
50 %
max 30 000 €
R&D
Research,
development
and piloting:
services,
process,
products and
business
models
INTO
Innovation
Expertise
Loan 50% / 70%
Grant max 50%
Grant 50%
Min 15 000 €
NIY
to accelerate the
global growth of
the most
ambitious,
rapidly growing
under 5 years
small startups in
Finland.
Grant and loan
step by step
SME SME and MIDCAP ALL START UP SME
The first strengthen capabilities, then development innovations to growth in the
international market.
Business Finland funding for platform
economy business (R&D & )

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@ManuSetala @BusinessFinland
Some recent examples of funded Platform B. cases
• 4APIs, 2 Universities, 7 companies – funding about 3M€
• University research with companies (Co-Innovation)
• Lead partner: University of Helsinki, prof. Tommi Mikkonen
• 2nd Univ.partner: Tampere University: prof. Marko Seppänen is here @APIDays
• This week in decision making process more than 6M€ funding
• Growth Engines, year 2018 about 30M€ funding for new ecosystems
• And another 30M€ funding this year (2019)
• https://www.businessfinland.fi/en/for-finnish-customers/services/funding/growth-engines/competitive-bidding-on-growth-engines/

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@ManuSetala @BusinessFinland
• New kind of Win-Win Business Model with partner network
• Validation of B.Model – can include service API-talization
• 50% grant for API/Platform business models for SMEs
• (40% for midcaps)
• Target of the business should be global (in future)
• More information will be available this week
• https://www.businessfinland.fi/ai
New call for applications:
Platform Business Model industrial research

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@ManuSetala @BusinessFinland
JOIN TO SME DRIVEN PLATFORM BUSINESS!
Together to the Promised Land!
THANK YOU
Manu.Setala@BusinessFinland.fi
+
Aki.Parviainen@BusinessFinland.fi
Outi.Keski-Aijo@BusinessFinland.fi