This is a best prospect industry sector for this country. Includes a market overview and trade data.
Last Published: 8/8/2017
Overview
Denmark is a highly-computerized society with a large and steady demand for state-of-the-art software and IT products.  Throughout the last couple of years, Denmark has been continuously ranked in the top fifteen in the World Economic Forum’s “Networked Readiness” Index.
 
The Danish ICT sector is a USD 35 billion industry with a dominating focus on software development and services, and little in-country manufacturing.  U.S. hardware and software products are generally perceived as first-rate.
 
New-To-Market companies will face serious competition from local, international and, often, also long-established U.S. companies.  In a market dominated by a few very large importers and distributors, such companies should be prepared to establish a wholly owned subsidiary or sales office in-country (or within the Nordic region).
 
Leading Sub-Sectors
Looking at IT spending by sectors reveals that the public sector is the largest consumer of IT services and accounts for 25-30% of total spending.  The financial sector accounts for 15%, manufacturing 15%, retail & wholesale 10%, and other sectors the remaining 30-35%.
 
Per industry analysts, mobility is the main focal point, while other top priorities of decision makers when investing in IT are currently: security, business IT-alignment, unified communication, IT architecture, business intelligence, and outsourcing.  Although Green IT is still an interesting and growing market, a proven money-saving aspect of such an investment is instrumental.
 
Opportunities
Industry experts foresee considerable IT investments in the coming years within the financial sector, after a period of spending cutbacks.  There is an ongoing trend in the public sector to coordinate government IT usage and create a national IT infrastructure, which among other things will raise internal IT efficiency as well as meet a growing demand for e-government and electronic services to businesses and the public.  The healthcare sector is set to digitalize hospitals.  Virtually all primary care physicians and nearly half of the hospitals already use electronic records, and officials are trying to encourage more “telemedicine” projects.  Several studies, including one published by the Commonwealth Fund, concluded that the Danish Medical information system is the most efficient in the world, saving doctors on average of 50 minutes a day in administrative work. With ongoing building of 16 new hospitals by 2020, estimates are that health IT (EMRs and telemedicine solutions) will make up almost 3 billion USD out of a 7 billion USD total budget.
 
Another growing area is the consolidation and outsourcing of datacenters.  The increasing demand for greening requires efficient datacenter suppliers with knowhow and economies of scale.  Total outsourced solutions are especially in demand within the public and private sector in Denmark.  The small and medium-sized business segment is considered particularly lucrative as the ‘lean’ aspect of green IT is highly applicable in terms of consolidation, standardization and improving overall energy efficiency of the IT infrastructure and datacenter operations.  Some firms within the Danish green IT sector, such as CSC, already employ a holistic view in their approach to green IT operations with datacenter operations combined with, for example, the reuse of excess heating.
 
In part caused by the recent economic slowdown, outsourcing will continue to grow as a cost-saving instrument.  Outsourcing has played a large role in recent cost-cutting efforts by the government and large enterprises, and is now becoming more common among small and medium-sized companies.  Several international outsourcing companies have successfully established themselves in Denmark recently.
 
Web Resources
Danish Agency for Digitalization
Danish Business Authority
Danish IT Industry Association
 
Contact Information
U.S. Commercial Service Copenhagen
Sabina Kroigaard
Commercial Specialist
Email: sabina.kroigaard@trade.gov

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Denmark Information and Communication Technology Trade Development and Promotion