Dagens Industri

ENGINEER WITH COLORS
In a newly-built hangar behind its head offices in Kista, Ericsson is trying to infuse color into the drab image of the engineer and transform it into one of a social reformer. Ericsson’s two-floor 2,000 square meter studio that opened in August features colorful and inviting cutting-edge design and is the most important of the company’s six global “experience centers”. The studios are part of Ericsson’s strategy of establishing relationships with clients by first presenting how communications are changing lives around the world and how Ericsson can make its clients a part of that, before showcasing its technology. “Our clients make investment decisions with both heart and mind,” says Ben de Vries, Head of Experience Marketing at Ericsson. The effect of the studio in Kista can be measured in the number of potential business opportunities following client meetings, de Vries says.

GOOGLE’S ACQUISITIONS HEAD LIKES SWEDEN
DI met with Anil Hansjee, responsible for Google’s acquisitions. Hansjee is on the hunt for Swedish technology companies. With three acquisitions in recent years, the bulk of Google’s European acquisitions have been in Sweden. “I don’t think this is a coincidence at all. You have good engineers, good business schools, active risk capitalists – and also the legacy of Ericsson.”

INDIA PICKS UP SPEED
After China, India has the second-fastest growing economy in the world. It is estimated that India has an annual GDP-growth of 8-9 percent, and by 2050 the country is expected to become the world’s third-largest economy. “We are seeing more and more Swedish companies that want to do more in India and are choosing to be there with their own staff and offices instead of just having a partner or sales office. The belief in the future is exceptionally fascinating, which provides a dynamic and positive energy that makes is incredibly exciting to be here,” says Bengt Johansson from the Swedish Trade Council. Ericsson is one of 135 Swedish companies in the country, with 3,500 employees and a business volume of SEK13,700 million in 2009-2010.