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The Critical Need for a National Digital Strategy

Kieran OHea Digitigm October 2011

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The term digital includes:

infrastructure (broadband, the Internet, the cloud)

content (digital media, social media, mobile apps)

channels (Intranets, websites, smart phones)

services (digital marketing, digital advertising) e-business applications (e-marketing, e-commerce, e-CRM)

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1. Growing the digital economy is vital for Irelands future competitiveness.

2. Despite this, Ireland does not have a coherent digital strategy.

3. Not having a coherent digital strategy will

Inhibit the development of Irish society

Limit the digital capability of its companies

Restrict the digital transformation of its economy

4. Without a coherent digital strategy, the Government is unlikely to meet itsambition for Ireland to become the best small country in the world to dobusiness in by 2016.

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5. Snapshot of the global digital landscape reflecting the urgency:

Two billion people are online worldwide including 70% of Europeans.

Six of the worlds top 10 global brands by value are in the digital sector.

Global monthly Internet traffic in 2010 was two-thirds higher than in 2009.

Capacity of the worlds international fibre-optic cables doubles every 18 months.

Video accounts for more than 50% of global Internet traffic.

Twenty hours of content is uploaded to YouTube every minute.

Data generated by Facebook is expected to surpass that of all of the worlds e-mail.

There were over 450m broadband subscribers in the world in 2009.

There are more than 40m Smartphones in service in the US.

There are more than 30m BlackBerry devices and iPhones each globally. Every month over 40m more people become mobile-phone users.

50% of US online consumers are advanced users of smartphones and social media.

Over the next five years, companies will invest $122 billion into the Cloud.

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6. Meanwhile in Ireland:

One million people are still not online.

Only 25% of businesses that do have broadband are actually doing business online.

Irish people bought 3.3bn online in 2010 of which 2.3bn was purchased abroad.

7. The reasons why Ireland has no coherent digital strategy include:

Too much focus on FDI and Internet start-ups.

Too much focus on infrastructure and not enough on utilisation.

Failure to differentiate between ICT and digital.

Lack of vision and no digital champions at Government level.

Lack of understanding verging on indifference in some cases.

Fragmentation across different Government departments.

Correspondingly, a lack of ownership.

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8. There is also a lack of joined-up effort, for example:

Department of Communications (DCENR) is responsible for national digital policy

Department of Enterprise (DEJI) is responsible for international digital policy

9. Previous attempts at producing a digital strategy have failed to deal in a balanced

way with the relationship between

Infrastructure provision

Increased utilisation

Economic benefit

10. Most digital strategies have been biased towards infrastructure and education andhave not addressed how to help businesses to use the Internet more effectively.

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11. This despite a prediction from McKinsey Global Institute that traditionalenterprises will ultimately account for up to 75% of Internet impact on theeconomy.

12. A successful digital strategy will foster a thriving digital ecosystem in which:

Businesses can prosper

Citizens lives are enriched

Ireland's position in the smart economy is strengthened

We attract increased investment from the global digital sector

Its not a case of can we afford to invest in the digital economy, its a case ofwe cannot afford not to invest in it!

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Table of Contents

1. Rationale

2. Approach

3. Infrastructure

4. Education

5. Business

6. Society

7. Government

8. Culture

9. Skills

10. Environment

11. Ecosystem

12. Legal

13. Security

14. Deliverables

15. Impact

Stradig its content and logo are Kieran OHea Digitigm October 2011

Digitigm 21 Northumberland Place Dublin 4 Ireland T. +353 87 6481344 E. kieran@digitigm.com W. www.digitigm.com