Some thoughts and
experiences...
about the possibilities of geo
referenced or regionalised statistical
data
Markku Anttonen
28.5.2000
Product and service development possibilities
There is growing need
 for customised/tailored data
 for regionalised data
 in target group marketing
 in profiling
 in planning & research
 because of the competion between subregions
 Expanding e- & m-services (regional portals, etc.)
28.5.2000
2
Product and service development - what
should be produced
Tailored products and services
 fully tailored for one particular customer
 electronic publications, intranet solutions (mobile
solutions?)
 Analysis, figures, maps, whatever customer needs
 Mass tailored or moduled services
 readymade packages - different information for different
target groups
 Internet solutions (mobile solutions)

28.5.2000
3
Product and service development - pricing

Target group pricing (at the moment uniform pricing)
 Lower prices for raw data - universities, public
authorities
 Higher prices for those who want to have services
 For example - professionals know the value of the good
geo referenced data - but they don´t have necessary
the money to buy it (universities, planning authorities)
 In private sector they have at least some money and
willingness to use it, but they do not yet fully
understand the value of the data. (Exceptions!)
28.5.2000
4
Example of product and service development
Consumer survey
 Interviews done monthly - fast information
 Consumer feelings, going to do´s, have or have not´s
 Consumer profiling
 Can be regionalised with some precautions
 First deal with major newspaper in Finland for both media
sales and editorial use
 Electronic publication through mail
 Other possibilities still open for development

28.5.2000
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Example of product and service development

Why the customer wanted to have this service?
 Comparable - Finland average, own region v. other
regions in Finland
 Trustworthy
 Secure
 Fast
 More substance with reasonable cost than private
market research companies can provide…?
28.5.2000
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Example of product and service development
What’s there for Statistics Finland?
 Possibilities for mass tailored service
 Whole sale & retail business
 Services - banking, real estate, etc.
 But we need to develop:
 Production technology
 Pricing - Systematic real costs (production, marketing,
etc.)

28.5.2000
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Product and service development - summary
We have data and we have skills
 Different customers want to have different services
 Importance of locality, region
 Raw data v. tailored services

We need to develop:
 Production technology
 Targeted pricing

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8