The document discusses using big data in product design. It provides examples of Danish companies innovating through big data, including LEGO using social media data to inform product design, Vestas using weather data from turbines to choose wind farm locations, and a startup collecting wind speed data through an app. The document also discusses using big data to create new online services like a real estate portal and e-invoicing system. Finally, it outlines how Danish cities like Aarhus are releasing open data to power smart city applications like traffic monitoring and finding available parking. Overall, the document promotes the benefits of data-driven business while also noting barriers that must be overcome.
1. Using big data in
product design
Executive Director
Jesper N. Pedersen
2. The challenge – is Big data a Big thing?
Danish Innovation approach
1. Product innovation
2. New online services
3. Smart city
Lessons learned
Agenda
12. The data points are increasing.
Internet of things is changing
our understanding of the real
world
13. 13
Benefits
Creating an
overview of
own data
sources
Optimization
by combining
own and
external data
Data driven
innovation
Expanded
business
areas
Typical effects
Productivity
profits
Customer
segmentation
Inventory optimization
Better pricing
opportunities
Additional
sales
New services
Faster product
development
Intelligent concepts
Selling data
New businesses
Figure 2: Benefits related to big data and data driven business development. Source: IRIS Group
23. 23
Two kinds of business in Denmark
• Start-ups (2 types)
• Analysis and Consulting Companies
• Innovative start-ups who has had success with the use of (public) data.
• Larger Corporations
• With existing large scale Business Intelligence departments, such as
Vestas, Lego, Grundfoss, Mærsk, etc..
Front-runners
Source: Danish Business Authority report (2013); Potentials and Barriers of Big Data in Business Development.
24. 24
4 Main drivers
Data & Technology
New business
models
Accelerating competition
Digitization Data driven business
development
Figure 1: Big Data and datadriven business development – the most important drivers. Source: IRIS Group
30. case
Product innovation based on structured and
non-structured data on online usageLEGO
12.000
Employees
13 %
Revenue growth 2014
Source: LEGO Group Annual Report 2014
more than:
130Countries
31. case
LEGO
INTENTION à ATTENTION
ABILITY TO CHANGE
AWARENESS
• Social networks
• Lego.com online
community
• Special LEGO user
groups (55.000 members)
• Interaction with lead users
• Online Sentiment Analysis
• LEGO Universe (online
gaming)
32. case Using big data to choose location of major
windmill sites & bringing data and insights to
the windmill owners.VESTAS
Courtesy of Vestas Wind Systems A/S
47.000
wind turbines
70
countries
90 mio
MWh pr year
33. 33
Vestas invested in the super computer
FIRESTORM, which gather data from:
• 35.000 public weather stations world wide
• More than 150 different parameters every 6th hour
• Individual wind turbine’s performance (SCADA)
• Production charts
• Event and alarm notifications
• Performance and power curve reports
• Point of common coupling measurements
Case: Vestas
Data sources
35. case An app that enables users to measure wind speed at
their location. The app uses a plug-in wind meter, with
sensors that makes 40.000 measurements per second.Vaavud – design to collect data
36. case An app that enables users to measure wind speed at
their location. The app uses a plug-in wind meter, with
sensors that makes 40.000 measurements per second.Vaavud
37. 37
• The data is produced by the users and every
measurement is shared via the app
• Data from build in barometers in most newer
smartphones
• Creates a high-resolution local weather forecast
Data sources
38. case An app that enables users to measure wind speed at
their location. The app uses a plug-in wind meter, with
sensors that makes 40.000 measurements per second.Vaavud
39. case
Novo Nordisk - Indonesia
Preventing diabetes
Public-private partnership between Ministry of Health,
Malaysia, pharma-company Novo Nordisk, University of
Witwatersrand in Johannesburg, University of
Southampton, Steno Diabetes Centre in Denmark – and
Advice
JOM Mama
Preventing diabetes
in young couples by
helping them to a
healthier llifestyle.
After a visit to the
nurse the couple
downloads an app
with daily challenges
Nurses are able
to monitor use of
app between
visits and can
make necessary
motivational calls
Scientists get
access to data
from app and
nurses’ journals
in order to
analyse
behavioral
patterns
41. case
commercial web portal using public open data to create
new ways of buy/sell real estate.Boliga.dk
• Residences demurrage
• Price changes
• The geographical outline
• A number of general trends in the
housing market
• What is for sale or has been
offered / sold in a given area and
at what prices
• Prices similar homes have been
sold for
Filtering options:
• Districts
• Characteristics
• Prices
Statistics on:
• Average prices per m2
• Biggest price changes
• Most and least expensive real
estates within a certain area
42. 42
• Collects data from real estates on the market
• Collaboration with regular estate agencies
• Automation of data collection
• Public Innovation Service (OIS)
Case: Boliga.dk
How?
43. 43
• The open data source “Building and Housing
Register” (BBR) which is offered by the Public
Innovation Service (OIS).
• Covers: Area, Location, Use, Installations, Water and drainage conditions,
kitchen facilities, wall- and roof materials, annual rent, etc.
• Estate agencies own data about price and price
changes, how long the item has been on the
market, etc.
Case: Boliga.dk
Data sources
46. 46
Potential types of public open data in the future
• Pollution
• School ratings
• Crime statistics
• Risk analysis’s (eg. water damage reports)
Case: Boliga.dk
Possibilities
47. case NemHandel is an open e-business framework which
allows businesses to send standardised electronic
invoices directly from their PC via the internet in a secure
and reliable fashion.NemHandel (EasyTrade)
48. 48
• Replaces less cost-effective solutions, such as
paper invoices.
• Reduce administrative burdens
• Connectivity across Europe
• Based on experience with NemHandel Denmark has played an active role
in the design, development and implementation of OpenPEPPOL (Pan-
European Public Procurement Online)
Effective invoice system
49. 49
• Legislation & cooperation with business
organisations
• Reduce administrative burdens
• More than 28 % of Danish Businesses uses
NemHandel (2013)
• Connectivity across Europe
• Based on experience with NemHandel Denmark has played an active role
in the design, development and implementation of OpenPEPPOL (Pan-
European Public Procurement Online)
Mandatory e-invoicing
50. 50
NHR (NemHandelRegister / EasyTradeRegister)
is a data base of all NemHandel registered
recipients.
Case: Rejseplanen.dk
Data source
51. case MinBilDinBil is a car renting company, that allows private
people to rent their cars to other private people. Uses
open data for business development, marketing, etc.MinBilDinBil (MyCarYourCar)
52. 52
• Mortorregistret (Danish Vehicle Register)
• Statistics Denmark
Data set from the municipality of Copenhagen:
• The Copenhagen Map
• Copenhagen Data
Case: Rejseplanen.dk
Data sources
54. case Aarhus is the second largest city in Denmark. The
municipality has released a lot of different open data sets
to improve the city.Open Data Aarhus
55. case The map shows how well the traffic is flowing right now. It
is based on data from OpenStreetMap and real-time
traffic data taken from the www.odaa.dkAarhus
57. case Odense is the third largest city in Denmark. The
municipality has released a lot of different open data sets
to improve the city.Odense DataPlatform
58. case
Web service that tells how many parking lots there are,
and how many of them are vacant.Public parking lots
59. case
Web service that tells how many parking lots there are,
and how many of them are vacant.Public parking lots
60. case
App that uses open data to help users find the nearest
public lavatory facility.Public Lavatory
61. case
Copenhagen is the capital of Denmark and the
municipalities has also released a lot of open data sets.Copenhagen Data
62. case
Copenhagen has an automatic alarm system when it’s
not recommended to swim in the harbours.
Water Quality for outdoor
swimming
63. case
Copenhagen has an automatic alarm system when it’s
not recommended to swim in the harbours.
Water Quality for outdoor
swimming
65. 65
Research show big economical potentials in
strategic data driven business development
Companies that uses big data performs 5-6% better
by income than companies that do not use big
data.
McAfee og Brynjolfsson (2012); ”Big Data: The Management
Revolution” i Harvard Business Review
Big business
Source: Danish Business Authority report (2013); Potentials and Barriers of Big Data in Business Development.
66. 66
Volume
The large and exponentially increasing amounts of data generated and stored every second of
businesses, citizens and authorities.
Velocity
The increasing speed in which data can be stored and analysed - partly because of developments
in computing power of large computers.
Variety
The increasing number of data sources that are available for businesses, which can be easily
collected and communicated through services such as broadband and mobile technologies. Data
come from computers in production, sensors, social media, customers, traffic on the company's
website, text files from the Internet, digital cameras, public data sources, etc.
Big Data - The 3 V’s
Source: Danish Business Authority report (2013); Potentials and Barriers of Big Data in Business Development.
67. 67
Benefits
Creating an
overview of
own data
sources
Optimization
by combining
own and
external data
Data driven
innovation
Expanded
business
areas
Typical effects
Productivity
profits
Customer
segmentation
Inventory optimization
Better pricing
opportunities
Additional
sales
New services
Faster product
development
Intelligent concepts
Selling data
New businesses
Figure 2: Benefits related to big data and data driven business development. Source: IRIS Group
68. 68
Just the beginning
For a few companies in Denmark the positive
effects of using big data is starting to show.
But the socio-economic benefits are still relatively
small.
Data driven business development is an important
factor to increase productivity.
Source: Danish Business Authority report (2013); Potentials and Barriers of Big Data in Business Development.
69. 69
Potentials
0,7 %
yearly increase in
productivity in the
life science sector
McKinsey Global Institute (2011) ; ”Big data: The next frontier for innovation, competition and productivity”.
70. 70
Potentials
up to:
50 %
reduction of production cost
in product development
McKinsey Global Institute (2011) ; ”Big data: The next frontier for innovation, competition and productivity”.
72. 72
1. Start a big data campaign
2. Strengthen big data throughout the education
system.
3. Better access to public data
4. Safe and legal use of personal data
5. Establish big data start-up programs
5 Recommendations
Source: Danish Business Authority report (2013); Potentials and Barriers of Big Data in Business Development.