Advantage Sweden 2010

Advantage Sweden 2010/2011

Foreword

1 Investing in the future

Business Sectors

4 Cleantech

6 Automotive

8 Information and Communication Tedchnologies

10 Life sciences

12 Materials science

15 Travel & tourism

14 Retail

16 Logistic centers and transportation

Contact centers

17 Regional headquarters

Real estate

Business Framework

18 The Swedish economy

21 Invest Sweden regional network

Official name The Kingdom of Sweden

Political system Constitutional Monarchy

Head of State King Carl XVI Gustaf

Central government Center-right majority govern -ment, ruling since the election in 2006. General elections are held every four years.

Population 9.3 million

Population density 22 per sq. km

Area 450,000 sq. km

Largest cities (population1) Stockholm (1,958,884) Göteborg (915,062) Malmö (584,734) 1) Greater metropolitan area

Sweden is one of the world’s most globalized and competitive nations. Here are some examples of companies that originate in Sweden. The fact that they have grown to become global corporations, many of them technology leaders in their fields, is a testimony to Sweden’s industrial tradition, know-how and innova tiveness.

An innovative climate is a fertile ground for building megabrands

Key Facts Sweden

Welcome to Sweden

1

In the past year, we have all been reminded of how closely we are interconnected in the world of today. Our prosperity, our climate and our health may be determined by our ability to act swiftly and intelligently for a common good.

As a large part of the world is struggling to recover from the deepest economic recession in a generation, it is now more important than ever to support free trade and investment and renounce economic protectionism. While taking further steps to facilitate an economic recovery, we must also take giant strides towards solving the global challenges which threaten to cloud our common future.

But rule-making alone cannot solve our problems. We must reform, adapt and modernize by strengthening our innovation capacity and moving towards a low carbon economy. Meeting the global challenges requires the ideas, skills and innovation that spring from individuals and companies in a dynamic and competitive market place.

Sweden has a long tradition of openness and free flows of trade, investment and people. The country is very attractive to invest in, and stands out as one of the largest recipients of foreign investments in the world, compared to its size. Sweden’s strategic geographical position provides investors with triple market access to Scandinavia, Northern Europe and the enlarged European Union. This has fostered one of the most competitive business communities in the world, where capacity for change and innovation are key features.

The heavy investments in higher education and basic research have propelled Sweden to a prime position among OECD nations in terms of university enrolment, skilled workforce and R&D.The dynamic Swedish university-industry collaboration is top ranked by the World Economic Forum. Together with the government they form a so-called triple helix model which has created excellent conditions for first rate research, with an ambition for commercialization and future international growth. The ability of offering cutting edge technologies and high added-value operations, as well as the world’s

highest company productivity has given Sweden a position as a leading supplier of innovative solutions and products.

Sweden is home to world-leading operators and clusters in areas such as cleantech, ICT, life sciences, automotive and materials science, as well as investment opportunities within the services industry. This makes a good platform for sustainable business today and tomorrow.

I invite you to have a look at what we can offer. Invest Sweden will support you in finding the best investment opportunities that fit with your strategy for development and growth.

Welcome to Sweden!

Per-Erik Sandlund Director General Invest Sweden

Welcome to invest in the future

Foreword from the Director-General of Invest Sweden

Invest Sweden act on behalf of the Swedish government to sup-port international companies doing business with Sweden. Start-ing out in 1995 we offer you specialist insight to Swedish technolo-gy and business service sectors to companies worldwide. Our staff has a solid background in the corporate sector and expertise in the investment process. Our services are free of c harge.

We provide you with information and support through a stepwise process for your future business with Sweden. Our working proc-ess consists of the following seven steps:

Invest Sweden – seven steps to success

Information sharing Discuss Swedish business sec-tors and technology Learn about your future business development investment areas

Innovative Sweden

Business area Present the Swedish offerings within your business areas

Discuss your next investment step

2

1

Deal making Support with local knowledge in business and technology

Assist as broker to facilitate your negotiation

Aftercare Feedback on your satisfaction

Continued contact

Innovative Sweden

Market visit Arrange visits to Swe-den and assist in part-ner meetings Select your opportuni-ties to proceed with

Establishment Support your establish-ment and assist with information services

Facilitate access to au-thorities, organizations and institutions

4

7

5

6

Business opportunities Suggest 3–4 suitable invest-ment or business proposals Customize your options and narrow the choices

3

4

Sweden’s innovative cleantech firms have gained worldwide recognition for their novel approach to solving press-ing environmental issues. Promising companies and technologies are found in most cleantech fields. To support developments, there is a presence of both local and international venture capitalists. International syndication is frequent. An innovative business cli-mate, demanding users and rapid technology adoption make Sweden ideally suited for development, testing and launch.

A society embracing green technologiesA focus on energy efficiency and alter-native energy resources is evident wherever you look. Government regu-

lations and incentives work in tandem to facilitate and speed implementation of clean technologies in all parts of Swedish society. Forty percent of Swe-den’s energy consumption is currently sourced from renewable energy re-sources, placing Sweden first in a Eu-ropean comparison and well ahead of the EU average of 8.5 percent. The target for 2020 is 50 percent.

A leader in biogas and biofuelsSeveral hundred biogas plants provide electricity, heat and fuel to Swedish cities and there is widespread use of biogas in transportation systems. The world’s largest biogas plant, GoBiGas (Göteborg Biomass Gasification) is un-der development in Sweden. A full scale plant for production of dimethyl ether (DME) from black liquor is being planned. Further to these, a multitude of technologies are being developed and implemented based on Sweden’s large forest resources, good process-ing capabilities and expertise in en-gine development.

Rapid wind power expansionSweden offers some of Europe’s best potential for wind farm expansion, due to vast sparsely populated areas, good

wind conditions and a long coastline. Large-scale expansion of wind power manufacturing output is planned. For example, construction of Europe’s largest wind farm with up to 1,101 tur-bines began in 2008. The sector of-fers turbine manufacturers and suppli-ers both market and technology potential and presence in a cluster that includes ABB and SKF.

Green building hot spotSweden is a world leader in the use of district heating and energy-efficient building. Extensive application of en-ergy conservation measures com-bined with implementation of renewa-ble energy resources has almost phased out the use of fossil fuels in Swedish buildings.

A demanding Swedish climate com-bined with stringent requirements has developed the business segment to in-clude a multitude of advanced techni-cal products as well as highly skilled knowledge providers. Sweden has been developing heat pump technolo-gy for decades which has led to a 50 percent share of the total European market. Today, 90 percent of all new single family houses in Sweden install heat pumps.

Paving the ground for green solutions

Cleantech

A leader in renewable en-ergy and sustainable de-velopment l Home to in-novative cleantech companies l Ideal base for test and launch of new products and tech-nologies

5

VC/Financial investments

Masdar Clean Tech Fund, Abu Dhabi

Teknoinvest, Norway

Utilsun, Spain

Vantage Point Ventures, US

Solar cell manufacturing

Alfa Solar, Germany

Naps, Finland

n67 Solar, Denmark

REC, Norway

SolarWorld, Germany

Wind farm development and manufacturing

GE, US

Enercon, Germany

RES, UK

Vestas, Denmark

Kenersys, India

Source: Invest Sweden, 2010

5

Examples

Chemrec - black liquor gasification. www.chemrec.se

ChromoGenics - electrochromic technology for smart windows

www.chromogenics.com

Seabased - wave power solutions www.seabased.se

ClimateWell - unique heating and cooling technology

www.climatewell.com

Cleanergy - www.cleanergyindustries.com

Source: Swedish Energy Agency, 2009

0

30

60

90

120

150

07060402009896949290

GDP

CO2 emissions

NOx emissions

VOC emissions

SO2 emissions

Economic growth with emissions reductions

Renewable energy

Bioenergy

Biofuels for transportation

Solar power

Wind power

Sustainable technologies

Green buildings Heating & cooling Waste & recycling Water & wastewater

Please contact: Sten Engström, [email protected] www.investsweden.se/cleantech

Business and investment opportunities

Investment examples Innovative Swedish companies

66

Sweden is one of the few countries offer-ing a complete value chain for automo-tive innovation in one single location. The country is home to five vehicle man-ufacturers – Volvo Group, Volvo Cars, Scania, Saab Automobile and BAE Hägglunds. The five companies are sur-rounded by a strong cluster of innovative partners and suppliers.

Leader in tomorrow's vehicle solutionsReduced fuel consumption, improved safety, better connectivity, advanced electronics – many of tomorrow’s vehicle solutions will likely be of Swedish origin. Volvo Trucks and Scania are world lead-ers in hybrid technology and second generation biofuels for commercial vehi-cles, for example. Volvo Cars is a pio-

neer in car safety. Embedded systems, ITS (intelligent transport systems) and vehicle electronics are other areas where Sweden offers cutting-edge ex-pertise.

Know-how in systems developmentThe next generation of premium pas-senger cars will be controlled and managed by numerous embedded systems. Sweden’s expertise in sys-tems design, development and integration rests partly on its industrial heritage in aerospace, defense and telecommunications. The Swedish way of collaboration between many stake-holders yields better overall results, and creates benefits in flexibility, time-to-market and costs.

Connected vehiclesConnecting vehicles to the roadside and beyond via wireless communication opens up immense business opportuni-ties for manufacturers, suppliers and solution providers. As the home of Eric-sson, the telecommunications compa-ny, the Stockholm-Kista mobile com-munications cluster and the Telematics Valley industry association, Sweden is

an ideal base to develop and test new concepts.

Access to test environmentsSweden offers advanced environments for testing and demonstrating new vehi-cle technology, enabling vehicle manu-facturers and suppliers to test on a shared-cost basis. Test Site Sweden, a government-sponsored initiative, offers testing in virtual, full-scale and real en-vironments. Over 30 manufacturers and suppliers have chosen the Sweden Win-ter Test Region in Northern Sweden for winter testing and long-term road tests. A nationwide electric vehicle program with more than 20 demonstration projects is also up to full speed.

Source for innovation and technology Access to world-leading vehicle manufacturers and engineers l R & D opportunities for foreign investors l Ideal base to develop and test new concepts

Automotive

“ We value the competency of Swedish engin eers and the consensus-oriented approach to business that Sweden and Japan share, and appreciate the solid and stable economy.”

Philip de Wolf, Managing Director, DENSO Sales Sweden

77

Safe vehicles Active safety Crashworthiness Driver aids and surveillance Road condition technology

Green vehicles Alternative powertrains for plug-in hybrid electric vehicles and electric vehicles

Advanced emissions reduction technology

Energy storage technology Hybrid systems/technology Materials technology

Intelligent vehicles

Advanced system engineering Embedded software Electronic vehicle systems

Connected vehicles Car-to-car communications European emergency call

ITS, Intelligent transport systems Vehicle telematics

Test and validation Advanced crash test expertise for Euro NCAP project

Driving simulators Test and demonstration arena for active safety, environmental impact and intelligent transport systems Winter testing

Brands/manufacturers

Volvo Cars – R&D center for safety, electronics, telematics

Volvo Trucks – R&D center for Volvo Trucks, Renault Trucks and Mack Trucks

Saab Automobile – R&D center for safety, HMI, telematics, convertibles, chassis systems and turbo engines

Scania – R&D center for all Scania technologies

BAE Hägglunds – R&D and manufacturing of advanced military vehicle systems

Swedish engineering services companies

Consat

Ecore

Mocean Labs

QRTech

Saab Engineering Services

Semcon

Xdin

Suppliers

Arvin Meritor, US

Autoliv*, Sweden

Bharat Forge, India

Bosch, Germany

Denso, Japan

Haldex*, Sweden

IAC, US

Mitsubishi Electronics, Japan

Yazaki, Japan

*Global R&D headquarters in Sweden


Sweden – global center for automotive innovation

Please contact: Stefan Östling, [email protected] www.investsweden.se/automotive


8

Wealth of interesting technology and productsSwedish people, businesses and public authorities are among the world’s most advanced users of new technology and among the quickest to adopt new appli-cations and services. Sweden ranked number one in the Connectivity Score-board 2010 by London Business School, which measure deployment of ICT and to which extent governments, business-es and consumers make use of connec-tivity technologies to enhance social and economic prosperity.

Strong R&D capabilities Sweden offers particular opportunities in communication systems, mobile ter-minal software, industrial IT, positioning and GIS, visualization and data centers. Sweden benefits from being the home of Ericsson, the world’s largest mobile communication systems provider. Web browsers, messa ging systems, IPTV servers, computer games and naviga-tion applications for companies such as EA, Google and Samsung are being de-veloped here.

Development and commercializationHighly skilled engineers, demanding multinational clients and strong tech-

nology adoption make Sweden well placed to perform development work and early commercialization of new products and services. As a result, companies such as Hua-wei and Oracle have R&D centers in Sweden to develop, test and launch products and services.

Green data center locationAs the European leader in climate-friendly energy and sustainable technol-ogies, Sweden is also a good choice for large-scale data center operations. Swe-den offers an attractive combination of low electricity prices, resilient energy in-frastructure, secure locations, developa-ble land and skilled workforce. The cool climate is in itself an advantage, since

the availability of free cooling during more than two thirds of the year contrib-utes to reduced energy consumption. Sweden has an excellent communi-cations infrastructure and is a major net-work hub for Internet traffic from East-ern Europe.

Abundance of innovative companies l Strong R&D capabilities l Advanced user of new technology

“ The Swedish people are inno-vative and on technology’s cutting edge. We highly recommend Sweden as a mar-ket for foreign investment.”

Canning Fok, Managing Director, Hutchison-Whampoa Group (co-owner of mobile network operator 3 in Sweden)

Information and communication technologies (ict)

Global innovation center

99

Communication systems

HP (acquisition Pipebeach), US

Huawei (greenfield), China

IBM (acquisition Telelogic), US

Netsocket (acquisition Operax), US

Oracle (acquisition Hotsip), US

Radio IP Software (acquisition IPUnplugged), Canada

ZTE (greenfield), China

Mobile terminal software

Check Point (acquisition Pointsec), Israel

Huawei (greenfield), China

Yahoo (acquisition Kenet Works), US

Industrial IT

Boeing (acquisition Carmen Systems), US

Sun Microsystems (acquisition MySQL), US

Positioning and GIS

Cambridge Silicon Radio (acquisition Nordnav), UK

Vodafone (acquisition Wayfinder), UK

Visualization

ARM (acquisition Logipard), UK

Dolby Laboratories (acquisition Coding Technologies), US

Electronic Arts (acquisition DICE), US

Google (acquisition Trendalyzer/Gapminder), US

Intel (acquisition Swiftfoot Graphics), US

Micron (acquisition Edgeware), US

Motorola (acquisition Kreatel), US

Tibco (acquisition Spotfire), US

Ubisoft (acquisition Massive Entertainment), France

Data centers

BM, US

Interxion, Netherlands

Sungard, US

Telecity, UK

Verizon, US


Communication systems

Mobile terminal software

Industrial IT

Positioning and GIS

Visualization

Data centers

Please contact: Niklas Johnsson, [email protected] www.investsweden.se/ict


Establishments of R&D centers and data centers in SwedenA selection

10

European leader in life sciencesSweden is a great place to access cut-ting-edge research in the medical field. It is the source of a number of ground-breaking innovations and home to two of Europe’s most distinguished biotech clusters. Many companies capitalize on Sweden for in-licensing, clinical re-search or partnerships with academic research institutions.

Excellence in several medical fieldsAstra, Elekta, Gambro and former Phar-macia bear witness to Sweden’s life sci-ences tradition. The drug development pipeline is one of Europe’s strongest,

with drug candidates in cancer-related conditions, metabolic/cardiovascular disorders and neurological disorders, among others. Leading medtech firms are found in sectors such as biotech tools, diagnostics, medical devices, bi-omaterials and regenerative medicine.

World class research institutions Sweden has six medical universities, each with its own distinctive profile and particular expertise. Karolinska Insti-tutet in Stockholm is one of the world’s leading biomedical universities. Major disorders in which Swedish academic researchers possess outstanding ex-pertise include diabetes, obesity, insulin resistance, atherosclerosis, Alzheimer’s and Parkinson’s.

Biobanks and registers assets for researchStudies of how genetic and environment factors influence health can likely be conducted with better accuracy in Swe-den than anywhere else, thanks to Swe-

den’s use of personal identity numbers and the existence of national population registers, health registers, disease-spe-cific registers, drug registers and na-tional quality registers. Several large biobanks have also been built up.

An ideal location for clinical trials All of the world’s best-selling drugs, both traditional chemical substances and biopharmaceutical drugs, have been tested on Swedish patients. Swe-den is distinguished by high scientific quality, rapid access to well-defined patient cohorts and an outstanding ca-pacity to track patients. The Medical Products Agency (MPA), Sweden’s reg-ulatory authority, is one of the EU’s most frequently consulted authorities under both centralized and mutual recognition procedures. The ability to deliver highly accurate data on efficacy and safety over long periods of time makes Sweden an ideal location for post-marketing safety surveillance studies (phase IV).

Cutting edge medical research and an outstanding capacity for clinical trials Source of ground-break-ing innovations l Globally recognized research in-stitutes l Unique assets for modern research

Life Sciences

11

Medical technology Biomaterials Visualization Point of care Sensors

Pharmaceutical development

Chronic inflammation Metabolic diseases Neuroscience Oncology Regenerative medicine

Biopharmaceutical manufacturing

Biotech tools

Clinical trials

Health care

Unique resources for researchA selection of Swedish registers and biobanks

Causes of Death Register

Karolinska Institutet Biobank

Multi-Generation Register

Medical Biobank

Swedish Hip Register

Swedish Hospital Discharge Register

Swedish National Cataract Register

Twin Gene Biobank

Twin Register


Global licensing partnersA selection of companies that have in-licensed projects from Swedish firms

Amgen, US

Boehringer Ingelheim, Germany

Bristol-Myers Squibb, US

Eisai, Japan

Genentech, US

GlaxoSmithKline, UK

Guangdong Lantai Viewland, China

Jiangsu Hengrui Medicine, China

Kyowa Hakko, Japan

MediGene, Germany

Merck, US

Roche, Switzerland

Teva Pharmaceutical Industries, Israel

Tibotec, Belgium

Wyeth, US


Swedish drug development breakthroughs

BricanylTM, selective beta 2 stimulator

Dextran, MacrodexTM, blood plasma substitutes

FragminTM, low-molecular-weight heparin

GenotropinTM, human growth hormone

HealonTM, ophthalmic device

L-dopaTM, Parkinson’s disease medicine

LosecTM/PrilosecTM, ulcer medicine

NexiumTM, proton pump inhibitor

PulmicortTM, asthma medicine

RheomacrodexTM, blood plasma substitutes

SalazopyrinTM, anti-inflammatory

SelokenTM, selective beta 1 blocker

XalatanTM, glaucoma drug

XylocainTM, local anestethics


Please contact: Peter Bramberg, [email protected] www.investsweden.se/lifesciences


Materials science affects virtually every product sold. The material of tomorrow must be functional, secure, recyclable, energy efficient and have low environ-mental impact. Sweden offers a unique environment to develop and test such new materials, be it in functional elec-tronic materials or more conventional ar-eas such as metals and fiber-based ma-terials. Large parts of Sweden’s countryside are covered by managed forest, and wood supply continues to increase steadily. Environmental initiatives have led to widespread eco-certification of forests and gives Swedish wood and pa-per a strong advantage on the interna-tional market.

Vibrant exploration sceneSweden is the largest producer of iron

ore in the EU, the second largest pro-ducer of silver, gold, lead and zinc and the third largest copper producer. The long tradition of metal mining in-dustry has given a well developed infra-structure with highly advanced mining and metallurgy R&D. Sweden holds the world’s largest collection of drill core, available for research.

A leader in materials technologySweden’s strength in materials science lies in its diversified industrial base, with globally leading firms in the aerospace, automotive, biomedical, paper and pulp, and tooling industries, for example. The ability to create ever more advanced ap-plications based on cutting-edge mate-rials know-how has been key to the competitiveness of Sweden’s industry and the success of companies such as ABB, Sandvik, SKF, SSAB, Tetra Pak and LKAB. Strong materials research capabilites are found at both academic research centers and dedicated indus-try research facilities.

Research facility of the futureThe major new European research facili-ty for materials research and innovation,

European Spallation Source (ESS) will be located in Lund, southern Sweden, with excellent possibilities to develop to-morrow’s materials.

Focus on industry collaborationThe focus in Sweden on industry collab-oration and technology transfer enables new technologies and new appli cations to rapidly gain a market foothold. The Ångström Laboratory at Uppsala University is the largest concentrated en-vironment for academic materials re-search in Sweden and the source of nu-merous spin-off companies.

Advanced packaging solutionsSwedish materials know-how has paved the way for successful industry applica-tions in packaging. As one of the world’s largest paper and pulp producing nations, Sweden offers particular exper-tise in packaging technologies based on cellulosic fiber. Foreign companies can access R&D and test environments both for develop-ment and test of new materials as well as for consumer research and end-user tests.

12

Innovating the materials of the futureAdvanced materials know-how l World-leading research facili-ties l Diversified indus-try clusters

Materials Science

13

Acreo Research Institute (Stockholm, Norrköping, Hudiksvall) www.acreo.seContract R&D in micro electronics, optics, communication technology

FunMat (Linköping) www.liu.se/funmat Focus on nanostructured multifunctional ceramics

Innventia (Stockholm) www.innventia.seFocus on cellulosic fiber applications (pulp, paper, graphic media, packaging and biorefining)

MC2/Chalmers University of Technology (Göteborg) www.chalmers.se/mc2 Cleanroom for micro- and nanofabrication

SP Technical Research Institute (Borås) www.sp.seDevelopment and evaluation of technologies, material, products, and processes to meet customer needs and provide an effective link between research and commercialization

Swedish School of Textiles (Borås) www.hb.se/wps/portal/ths/Advanced higher education institute with complete textile

manufacturing facilities

Swerea IVF (Mölndal) www.ivf.se

R&D within the manufacturing industry

Swerea Mefos (Luleå) www.mefos.seApplied R&D and consulting in pro-cess metallurgy etc. for the ferrous and non-ferrous industries

Swerea SICOMP (Piteå, Mölndal) www.swereasicomp.se

Focus on the design and manufactur-ing of composite materials

Wallenberg Wood Science Center (Stockholm)

www.wwsc.se

Ångström Laboratory (Uppsala) www.angstrom.uu.seOne of Europe’s most advanced laboratories for materials science

Cellulosic fiber

Textiles

Polymers & petrochemicals

Composites

Mining, minerals, metals

Glass & ceramics

Applied Nano Surfaces www.appliednanosurfaces.comIndustrial applications based on nano- composite technology

ChromoGenicswww.chromogenics.seProducts based on electrochromism, e.g. smart windows

Diamorph www.diamorph.comMaterials technology that provides ceramicmaterials and glasses with advanced properties

Impact Coatings www.impactcoatings.sePVD (physical vapor deposition) tech no logy for electrical contacts

OrganoClickwww.organoclick.comModification of bio-fibers

Transicwww.transic.comPower transistors in silicon carbide

Xylophane www.xylophane.comBarrier material for packages based on xylan

Sweden

Stockholm

Norrköping

Hudiksvall

Uppsala

LuleåPiteå

Göteborg

Lund

LinköpingBorås

Swedish materials research centers and institutesA selection

Please contact: Anders Eliasson, [email protected] www.investsweden.se/materialsscience


Innovative Swedish materials companiesA selection

14

The Swedish retail market is expanding - fuelled by steady population growth and rising disposable incomes – the turnover measured in current prices increased by 3,6 last year and is expected to grow by 30 percent until 2020 according to the Swedish Trade Federation. Retail sales growth has been particularly strong in

out-of-town shopping centers – retail destinations that are particularly keen to introduce new store concepts. Other retail concepts experiencing growth are franchising, e-shopping and cross border shopping with Denmark, Finland and Norway.

An ideal test marketSwedish consumers are eager to try new concepts and shopping experiences. They are also demanding buyers, valu-ing function and quality as much as de-sign and branding in buying decisions. As a result, Sweden is often used as a test market for global brands. Some 120

foreign retail chains are present with both large-store formats and flagship stores. More than 30 percent of the for-eign retailers have at least 20 outlets in Sweden.

Cost-efficient base for ScandinaviaCompetitive costs for personnel, opera-tions and facilities imply that a retail oper-ation in Sweden can be managed effec-tively. Flagship retailers H&M and Ikea have promoted good know-how in retail management. Sweden is also an excel-lent logistics and warehousing base for the whole Scandinavian region.

Steady growth in retail salesOpenness to new con-cepts l Sweden wel-comes international store concepts l Trend-sensitive consumers

Retail investments in SwedenA selection of international retail brands

Bauhaus, Germany - Home improvement

Deichmann, Denmark – Footware

New Yorker, Germany – Fashion

Media Markt, Germany – Home electronics

Plantagen, Norway – Gardening/plants

Redcats, France – Distance selling

Top Toy, Denmark – Toys

Urban Outfitters, US – Fashion


Retail sales growthTotal annual sales, SEK billion

0

100

200

300

400

500

600

08070605040302010099

Source: Statistics Sweden, 2009

“ Our overall experiences from entering Sweden are very positive, not least because of the positive feedback we receive from our customers.”

Erwin Rauh, chief operating officer, Media Markt Sweden

Please contact: Anna Hammarberg, [email protected] www.investsweden.se/retail

Retail

The travel and tourism industry is Swe-den's fastest- growing sector – industry revenues are expected to double in the next decade. During 2009, the value of foreign tourism in Sweden exceeded the value of Swedish tourism abroad for the first time ever. The beautiful and unex-

ploited natural setting, with great poten-tial for tourism development, is the prin-cipal reason for investments in Sweden.

Cosmopolitan and eco-friendly Sweden satisfies all requirements for an active vacation and a safe destination. The combination of unique assets such as the natural and clean environment, the international cosmopolitan city life and a rich cultural heritage makes Swe-den an attractive tourism destination all year round.

Large prospects for developersThe increasing demand from both inter-national and Swedish travellers creates

great potential for international tourism enterprises in Sweden. New competence, new products and new services are need-ed in Sweden which is heading towards being a leading tourist destination.

Sweden’s attractions as a destination lie in its mix of activities and experiences available to business and leisure travel-lers. Growth potential exists both in city-related hospitality and in tourism allied to Sweden’s ski, adventure/wilderness, golf and seaside offering. Large invest-ments in accommodation and infra-structure are being made to meet the in-crease in demand, but there is room for international property developers and real estate investors.

Fastest-growing sector with potentialGreat potential in bur-geoning tourism industry l Beautiful unexploited nature and clean envi-ronment l Increasing visitor volumes

Best potential for travel & tourism2009, country rank

1. Switzerland

2. Austria

3. Germany

4. France

5. Canada

6. Spain

7. Sweden

8. US

9. Australia

10. Singapore

Source: World Economic Forum,“Travel & Tourism Competitiveness Report, 2009”

Tourism revenues in SwedenGrowth forecast, SEK billion

Total turnover Intl. visitor revenues

Source: RTS, the Swedish Travel and Tourist Industry Federation, 2009

15

0

100

200

300

400

500

20100706050403020100

GDP

CO2 emissions

NOx emissions

VOC emissions

SO2 emissions

Please contact: Anna Hammarberg, [email protected] www.investsweden.se/traveltourism

Examples of investments

Boda Borg, US - Entertainment center

Choice Hotels, Norway - Hotel

Circle Resort, Denmark - Resort

Escape Travel, Norway - Travel Agency

Expedia, US - Online travel provider

Huddinge Resort, Finland - Resort/Hotel/Conf.

Marriott, US - Hotel

Regenbogen, Germany - Camping sites

Xianle Travel, China - Travel agency

Travel & Tourism

16

Sweden is the largest market in North-ern Europe and the ideal location for centralized market operations in this re-gion. Logistics providers and their Swed-ish customers are running solutions that fully integrate the flow of information with money and goods, including suppli-

ers, consumers, logistics providers and banks.

Competitive infrastructureExisting warehouse infrastructure and competitive wage levels mean it is at-tractive to establish distribution centers or to start cooperation with third party logistics providers in Sweden. Sweden offers excellent infrastructure and you can reach all major destinations in Northern Europe in 24 hours by air, road, sea or rail.

The World Bank ranks Sweden as the third most trade-friendly nation on the back of efficient logistics, moving goods and connecting manufacturers and con-sumers with international markets.

World class logistics

Please contact: Sören Pettersson, [email protected] www.investsweden.se/logistics

World’s best countries for logistics

1. Germany 4,11

2. Singapore 4,09

3. Sweden 4,08

4. Netherlands 4,07

5. Luxembourg 3.98

6. Switzerland 3,97

7. Japan 3,97

8. UK 3,95

9. Belgium 3,94

10. Norway 3,93

12. FInland 3,89

16. Denmark 3,85

Source: Logistics Performance Indicators (LPI), 2010, World Bank

High-end market for contact centersMost international businesses are drawn to Sweden by language skills, low em-ployee turnover, high computer literacy, technically advanced infrastructure and competitive operating costs. From Swe-den call centers can be run with high levels of quality and service.

Sweden is the largest market in the re-gion and is seen as a very developed,

high-end market for contact centers cov-ering Scandinavia.

In 2009, the contact center industry employed 100,000 full-time equivalents. The number of outsourced full-time equivalents is 35,000. Seventy-five per-cent of all contact centers in Sweden provide services in several Scandinavian languages.

Please contact: Sören Pettersson, [email protected] www.investsweden.se/contactcenters

Logistic Centers and Transportation

Contact Centers

Competitive operating costs l Sweden is the largest market in Scandi-navia with native speak-ers from all the countries in the whole region

Sweden offers 24-hour distribution to all major destinations in Northern Europe l Good access to third-party logistic pro-viders with cutting-edge ICT solutions

17

Please contact: Sören Pettersson, [email protected] www.investsweden.se/regionalheadquarters

Preferred location for regionalized activitiesA natural hub with high quality resourcesA large number of companies have established regional head-quarters for Northern Europe, using Sweden as their base. With an efficient outsourcing market for functions such as customer care, purchasing and logistics, Sweden has become a natural hub for the region.

Advanced IT and telecommunications infrastructure l The largest market in Northern Europe l Gateway to the Eu-ropean Union, EU

A prime European investment market

Sweden has been a long time favorite for cross-border investment. An investor-friendly and efficient business environ-ment, with professional participants in all

steps of the investment process, has con-tributed to making Sweden the fourth-largest investment market in a five year period to 2009. National institutional in-vestors and private investors ensure high liquidity in the major markets even in diffi-cult times of the cycle.

The Swedish property market offers outstanding transparency, due to open-ness in public property record, a highly-evolved legal system and an abundance of market information. Market transpar-ency, the reliability of the legal system and common use of standardized docu-mentation concur to reducing transac-tions costs.

Green buildings and leisure propertySweden has become a hot-spot for devel-opment of energy efficient buildings and sustainable city districts. Swedish cities have integrated the planning of transport and traffic, water and sewage treatment, waste collection, employment and hous-ing to create increasingly sustainable cit-ies with low carbon footprints.

There is great diversity among inves-tors, including property companies, insti-tutional investors and property funds. Sweden’s hospitality and leisure industry offers a range of investment opportunities to international real estate investors and property developers.

Please contact: Geetali Chhatwal Jonsson, [email protected] www.investsweden.se/realestate

Regional Headquarters

Real Estate

Europe’s fourth-largest investment market l High transparency, low costs for transferring assets l A hot-spot for green building and leisure property

18

Taking important steps towards recoveryAs the world economy is recovering from the global financial and economic crisis, Sweden remains one of the safest havens. Although 2009 brought the worst eco-nomic backlash in decades, Sweden’s vigorous business community, strong institu-tions and public finance provide fundamentals for a solid recovery of the economy.

The firm public finances, a healthy banking system and a well-performing economy cushioned Sweden through the first tremors of the financial crisis. As the turbulence spread from the U.S. to Europe, Sweden´s major trade partners, it was unavoidable to stay unaffected.

Managing financial crisisA well balanced fiscal and monetary pol-icy was applied. The Central Bank of Sweden (the Riksbank) acted in con-junction with other central banks and lowered the repo rate gradually from

4.75 percent in October 2008 to 0.25 percent in July 2009. The Swedish government launched an extensive program to guarantee bank loans, injected liquidity in the market and raised the guarantee on bank de-posits. In February 2009, the govern-ment introduced a bank recapitalization plan valued at SEK 50 billion (USD 7.6 billion) to increase bank lending. The plan was intended as a complement to private capital, with capital injections taking the form of either equity or hybrid capital.

Furthermore, the government took measures to counteract the economic downturn by additional public expendi-tures amounting to 1.3 percent of GDP, one of the most ambitious programs in Europe. Given Sweden’s vigorous public finances, the measures can be taken without abandoning the target of 1 per-cent government budget surplus over the economic cycle. Sweden’s fiscal and monetary policies have contributed to maintaining a macr-oeconomic environment conducive to growth. At the same time, the Riksbank

Business Framework l The Swedish Economy

19

Please contact: Anna Dadfar, [email protected], Magnus Runnbeck, [email protected]

Key economic indicators SEK bn Annual change in percent 2007 2007 2008 1 2009 2 2010 2

Supply and demandGDP at current prices 3,064 2.6 –0.2 –3.9 0.9Household consumption 1,430 3.0 –0.2 –1.8 0.5Public consumption 793 0.4 1.3 1.2 1.5Gross investment 582 7.5 3.5 –10.2 –5.4Exports of goods and services 1,612 5.8 1.7 –10.5 2.7Imports of goods and services 1,375 9.4 3.0 –10.4 1.9Balance of payments Current account (% of GDP) 9.0 8.2 5.1 5.0Production Goods and service industries 2,113 3.4 –0.6 –5.0 0.6Employment Unemployment rate (% of workforce) 6.2 6.1 8.7 10.7Labor market program (% of workforce) 1.9 1.8 2.5 3.0Prices Inflation (CPI) 2.2 3.4 –0.3 0.8Public finance Government expenditure (% of GDP) 49.8 50.3 54.0 55.0Government net lending (% of GDP) 2.4 1.5 –2.7 –4.5Government debt (% of GDP) 40.7 34.8 43.0 47.6Interest rates Repo rate3 (end of year %) 4.00 0.50 0.25 0.25Bond rate (10-year, end of year %) 4.3 2.7 3.0 3.7Sovereign credit rating Standard & Poor’s AAA

1) Preliminary figures 2) Forecast 3) Set by the Central Bank of Sweden Source: National Institute of Economic Research; Central Bank of Sweden, May 2009

Business Framework l The Swedish Economy

has maintained price stability with infla-tion target at 2 percent over the economic cycle. The low level of the repo rate com-bined with falling risk premiums mean that monetary policy will be strongly ex-pansionary in the period to 2011.

Strong signs of growthMany signals indicate that the global economy recovery has begun and the world economic growth is expected to about 4 percent in 2010. The recovery of the world economy has also a significant impact on the Swedish economy, since export stands for almost 50% of the GDP. Sweden’s GDP is expected to re-cover with a growth rate of 2.7 percent in

2010 and shift into even higher gear in 2011. The appreciation of the Swedish krona, may lead to slow growth of export and ef-fect the GDP growth. Still, this is com-pensated by rising consumption in terms of governmental expenditure, low inter-est rates and tax cuts. The sign of optimism is also shown in the Swedish industry. Almost two third of the Swedish companies are expecting an increase in both turnover and profitabili-ty during 2010. The Swedish companies are more positive than the average Euro-pean company. One of the reasons can be that the Swedish companies at an early stage quickly took measures to ad-

just their operation and activities to the global economic situation. A majority of the Swedish export com-panies, specially the large ones, expect an increase in their export the coming quarter. For instance, the manufacturing indus-try shows order growth from both the do-mestic and export markets since end of 2009. Output has also increased consid-erably, while employment has continued to decline. Industrial firms forecast con-tinued strong output growth for the first half of 2010.

20

Gaining access to cutting edge technologies? Finding a new business partner? Expanding your business into Scandinavia and Northern Europe?

We invite you to contact us personally to see how we can help. Invest in Sweden Agency (ISA) has developed a strong knowledge base in industries where Sweden enjoys specific competitive advantages. Our sector specialists will act as matchmakers and work closely with your company to help identify potential opportunities in Sweden that would strengthen your global business.

Through a single point of contact you also gain introduc-tions to authorities and professional service companies to get your business off the ground. By means of ISA’s exten-sive regional network across Sweden, we will also suggest the best business location for your company. ISA is a gov-ernment agency and services are free of charge.

Matchmaking with Swedish companies in key sectors Information on business opportunities in Sweden Practical information on how to set up a business in Sweden

Contacts with business service firms and authorities Location advice

Contact us today! – www.investsweden.se

ISA helps your company connect with the best business opportunities

doing business with isa assistance

“ Of all the investment promotion agencies that we’ve met, ISA is by far the most professional and forthcoming.”

A. Vishwanath, Manager, Tata Sons Inc.

An attractive environmentSweden offers first class infrastructure and integration in a business community characterized by growth and innovation. Investing in Sweden means connecting with one of the best business environments in Europe.

Uncomplicated business frameworkInternational businesses will find an environment that is modern, open and enterprise-friendly. Skilled professionals, smooth business procedures and receptivity to international partnerships make Sweden an easy country to operate in.

Sweden has a long tradition of information openness and transparency. Starting a company in Sweden is quick and straightforward. Information about the process and necessary forms are readily available online and in English. International

companies in Sweden often praise the quality of local advisors and business partners.

Please contact: Maria Söderberg, [email protected]

Easy to do business

attractive business environment 2008 !

“ If I was to recommend a market to a good friend wishing to expand overseas, it would be Sweden. It is definitely one of the easiest, and nicest, places to work for a foreign investor.”

Ed Williams, Founding Principal, NEP Partners

e

Platform for competitive businessSweden hosts a competitive business community. In international comparisons, Sweden stands out for its innovative capacity, scientific infrastructure and education. Sweden’s prominence is noticeable also in regard to soft factors for competitiveness, such as quality of life and reliability, and trans parency of public institutions.

Composed competitiveness index2009, country rank

Overall ranking Country

Global Com-petitiveness

Index

World Com-petitiveness Scoreboard

Inward FDI Potential Index

Business Environment

Rankings

Global Innovation

Index

Knowledge Economy

IndexOpacity Index1)

Human Development

Index

1. Sweden 4 6 8 8 3 2 3 7

2. US 1 1 1 12 1 9 13 15

3. Canada 10 8 4 3 11 6 12 3

4. Finland 6 9 14 1 13 3 1 12

5. Denmark 3 5 23 6 8 1 6 13

6. Switzerland 2 4 21 5 7 7 13 10

7. Singapore 5 3 2 2 5 24 3 28

8. Norway 15 11 9 9 14 5 n/a2) 2

9. Netherlands 8 10 13 10 10 4 16 6

10. Germany 7 13 6 13 2 14 9 23

A country’s ability to attract investment relies on its environment for business, people and innovations. Above are listed the top ten countries in a composed competitiveness index, based on countries’ average ranking in eight authoritative and publicly available country performance indices.

1) The index may give the same ranking to two or more countries. 2) The country is not included in the index.

Source: ISA compilation, 2009; World Economic Forum, 2008; IMD, 2009; Unctad, 2008; EIU, 2009; Insead, 2009; World Bank, 2008; Milken Institute, 2009; United Nations, 2008.

Source: IMD, 2009

Total expenditure on R&D2007, percent of GDP

0,0000000,8333331,6666662,4999993,3333324,1666654,999998

DenmarkAustriaTaiwan

USSwitzerland

KoreaJapan

FinlandSweden

Israel 4.7

3.6

3.5

3.4

3.0

2.9

2.8

2.7

2.6

2.5

Source: PricewaterhouseCoopers, 2009

Corporate taxes2009, percent

IrelandDenmark

NetherlandsFinlandSweden

UKSpain

GermanyItaly

France 34.4

32.5

30

30

28

26.3

26

25.5

25

12.5

Doing Business in Sweden l International Competitiveness

Foreign-owned companies in Sweden2007, employed in thousands

US 108UK 83Finland 59Germany 54Denmark 50Norway 48France 44Netherlands 43Switzerland 24Luxembourg 21Other 78Total 612

Source: Swedish Agency for Growth Policy Analysis, 2008

Invest Sweden - regional networkThe Invest Sweden network of regional partners provides ex-tensive local assistance for the duration of an establishment or expansion process. More information about the regions is available on www.investsweden.se

Business Region Skåne Douglas Almquist +46 40 623 97 47 [email protected] www.skane.com/invest

Kronoberg County Per Schöldberg +46 470 79 48 72 [email protected] www.rffs.se

Invest in Kalmar County Magnus Gustafson +46 480 44 83 91 magnus.gustafson@ kalmar.regionforbund.se www.investinkalmarcounty.se

Location Scandinavia Anne-Marie Hagström Hirschberg +46 36 10 20 20 [email protected] www.locationscandinavia.se

Sjuhärad District Christine Bjärkby +46 33 435 79 57 [email protected] www.sjuharad.se

Business Region Göteborg (BRG) Petra Sedelius +46 31 61 24 22 [email protected] www.businessregion.se

Invest in Skaraborg Ingemar Fredriksson +46 500 49 72 02 [email protected] www.investinskaraborg.se

1

2

3

4

5

6

7

East Sweden Development Agency (ESDA)

Charlotte Magnusson +46 11 19 65 33 [email protected] www.eastsweden.com

Stockholm Business Region (SBR) Åsa Bergström +46 8 508 280 50 [email protected] www.stockholmbusinessregion.se

Business Region Örebro (BRO) Mats Helgesson +46 19 21 26 15 [email protected] www.regionorebro.se

Invest in Värmland Agency (INVA) Anna Damm +46 54 22 14 86 [email protected] www.investinvarmland.com

Invest in Dalarna Agency (IDA) Johan Holmberg +46 243 48 88 61 [email protected] www.investindalarna.se

Invest in Gävleborg Agency (IGA) Carina Åkerberg +46 26 404 02 42 [email protected] www.iga-sweden.com

MidscandCalle Suwe +46 70 680 62 45 [email protected] www.jamtland.se

8

9

10

11

12

13

14

MidSweden Business Promotion

Robert Nordin +46 70 379 40 19 [email protected] www.midsweden.eu

Västerbotten Investment Agency (VIA) Anders Wangby +46 910 71 26 80 [email protected]

Invest in Norrbotten Jörgen Eriksson +46 70 636 00 55 [email protected]

15

16

17

6

15

16

17

14

13

12

1110

9

87

56

4 3

2

1

Doing Business in Sweden l Regional Network

INVEST SWEDEN - CHINA

Eddie ChenRoom 2102, South Building Hong Kong Plaza No.283 Huaihaizhong Road Shanghai 200021 P.R China Tel: +86 21 6390 6598 Fax: +86 21 6390 6592 [email protected]

INVEST SWEDEN - INDIA

Srikant IlluriEmbassy of Sweden Nyaya Marg Chanakyapuri New Delhi – 110 021 India Tel: +91 (11) 4606 7132 Fax: +91 (11) 4606 7130 [email protected]

INVEST SWEDEN - JAPAN

Hans G. RhodinerEmbassy of Sweden 1-10-3-300 Roppongi Minato-ku, Tokyo 106-0032 Japan Tel: +81 3 5562 5014 Fax: +81 3 5562 [email protected]

INVEST SWEDEN - NORTH AMERICA

Tony Svensson570 Lexington Avenue, 20th FloorNew York, NY 10022 USA Tel: +1 212 702 8780 Fax: +1 212 702 [email protected]

www.investsweden.se

INVEST SWEDEN

World Trade Center Klarabergsviadukten 70 B6 P O Box 90 SE-101 21 Stockholm, Sweden Tel: +46 8 402 78 00Fax: +46 8 402 78 [email protected]

HEAD OFFICE INTERNATIONAL OPERATIONS – INVEST SWEDEN OFFICES

Invest Sweden cooperates with Swedish embassies and consulates all over the world. www.swedenabroad.com

Advantage Sweden 2010

Documents

Transcript of Advantage Sweden 2010