From infomediary sector to the data economy: Characterization of the Infomediary sector. 2020 - EDITION - Ontsi
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From infomediary sector to the data economy: Characterization of the Infomediary sector. 2020 EDITION
Contents
1. A new approach
2. The infomediary companies
3. The primary information
4. The infomediary products and services
market
5. The sector opinion
A new approach We are living the evolution from infomediary sector to data economy. The European Commission define “data companies” as “organisation which main activity is to produce data products, services and technologies”.It seems appropriate, therefore, to evolve the concept of the infomediary company towards the broader concept of data company in order to understand and analyse reality in a more precise and enriching way.
Infomediary companies
Infomediary activity is not
classified as such in the CNAE.
Thus, company census should be
708 Infomediary
708
updated through indirect
companies identified actions reviewing other sectors.
Since 2016, 32% more
companies have been
GEOGRAPHIC LOCATION
identified.
3,4%
2,5%
Otras 4,1%
4,8%
11,0%
Comunidad de Madrid 5,6%
Cataluña
País Vasco ❑ 75.4% of companies are
Andalucía
legally established as
18,4% limited liability companies.
Galicia
50,1%
Comunitat Valenciana
Castilla y León
❑ 63,7% of companies
More than 50% are located were founded at least 10
in A.C. of Madrid years ago.
Infomediary companies
There is a clear evolution towards considerating digital technologies as the central axis of
business activity: the majority of the most recent companies are framed in the field of
programming, IT CONSULTANCY and INFORMATION SERVICES.
Most companies are
CNAE evolution according to the age of companies
classified in two main 100% 0,0%
activity categories: 90%
12,5%
0,0%
• Advertising and 80%
27,8%
34,3%
28,6%
market studies 70% 2,8%
25,0% 50,0%
5,6%
(CNAE 73) and 60%
2,9% 14,3% 0,0%
16,7% 14,3% 0,0%
50%
2,9% 23,8%
• Programming, 40%
22,2% 20,0%
consultancy and 30% 4,8% 62,5%
50,0%
other electronic 20%
16,7%
5,7%
28,6%
related activities 10% 20,0%
8,3%
(CNAE 62). 0%
Más de 20 años Entre 10 años y 20 Entre 5 años y 10 Entre 2 años y 5 Hasta 2 años
años años años
Otras Otras act. profesionales, científicas y técnicas (74)
I+D (72) Edición (58)
Publicidad y estudios de mercado (73) servicios de información (63)
Programación, consultoría informática (62)
Infomediary companies
Business processes / main activity areas where
infomediary companies are focused
Data Data
Data Data analysis
aggregation visualization
creation consultancy
and cleaning and analysis
43.7% 52.9% 48.3% 65.5%
73.5% of companies carry
out more than one activity.
For 57.5 % of companies,
infomediary activity is their main
activity.
Infomediary companies
Companies activities
Corporate
Research and Market research
decision-making
consultancy services and analysis
CROSS-SECTORIAL 43.2% 32.1% 23.5%
ACTIVITIES
Generation of Edition of
Creation of
geographic and databases and
directories and
cadastral information
address books
information services
VERTICAL ACTIVITIES
Touristic, Services
Education or Agri-food sector, Support to
hostelry and associated
formative forestry and rural transport and
accommodation area information with
services mobility
information financial
14.8% 13.6% management
13.6% sphere
Meteorological, Generation of
Dissemination
climate and Healthcare commercial
environmental
and marketing of
services risk and
Others
cultural goods
information solvency
and activities
services information
Infomediary companies
Types of products and services commercialised by companies
In recent years, the portfolio of solutions offered by infomediary companies
has expanded considerably.
Datos tratados (agregación, validación) 56,8%
Publicaciones (estudios, informes, etc.). 55,6%
Servicios de análisis y soporte para decisiones estratégicas 50,6%
Mapas y visualizaciones 45,7%
Aplicaciones web / dispositivos móviles 42,0%
Plataformas y/o herramientas tecnológicas para la gestión de
38,3%
datos (carga, curación, procesamiento, visualización, etc.)
Servicios de consultoría especializada en datos 33,3%
Servicios de alertas (notificaciones en dispositivos móviles,
33,3%
correo electrónico, etc.)
Software y aplicaciones GIS 29,6%
Comparativas de productos/servicios 19,8%
Datos en bruto 14,8%
Servicios de formación 13,6%
Otros 2,5%
0% 10% 20% 30% 40% 50% 60%
Infomediary companies
Employment in infomediary sector
Number of employees in
infomediary companies 15,500-16,000
Number of employees
closely linked to data 7,700 – 8,400
reusing
Since 2016, sector staffs have grown significantly.
▪ The total number of employees is estimated to be 14.3% higher
(14,000 to 16,000 employees, in the most positive estimate)
▪ Regarding the number of employees directly linked to data reuse,
the growth is much more significant, 61.5% (from 5,200 to
8,400 employees).
▪ 60% of companies had hired staff in the last year.
Infomediary companies
Size of companies
6,0% Staff composition
13,1% 0-9 empleados
10-50 empleados
47,6% In the infomediary sector, the
51-250 empleados
distribution of employment by gender is
más de 250 empleados
33,3% equal (49.9% women and 50.1% men).
The progressive introduction of digital
Almost 50% of companies technologies is breaking the parity in
are micro-companies (Primary information
Origin of the sources
7/10
12,0% Companies use information
Sólo usa fuentes sources from both public
públicas 18,1% and private origins.
Sólo utiliza fuentes
privadas
Utiliza fuentes
públicas/ privadas
69,9%
Distribution of companies by geographical origin
and entity generating the information used
NATIONAL INTERNATIONAL
95,2% 57,8%
PUBLIC PRIVATE PUBLIC PRIVATE
74,7% 79,7% 75% 79,2%Primary information
INFORMATION ACCESS METHODS
Fuentes de información estándar gratuitas
(por ejemplo, INE, Eurostat, movimientos 61,4%
bancarios vía APIs PSD2).
Fuentes de información no tratada gratuitas
(redes sociales, portales de empresas, 59,0%
Wikipedia, Open Street Map, etc.).
Fuentes de información personalizada
One of main values of
gratuitas (por ejemplo, conjuntos de datos
específicos de fuentes públicas)
53,0% public information is
being
Fuentes de información personalizada de
pago (encuestas y/o prospecciones propias
o encargadas a terceros)
34,9%
FREE OF
Fuentes de información no tratada de pago
(por ejemplo, consumo de suministros –
CHARGE and its
20,5%
FREE ACCESS
agua, luz, gas -, microdatos en bruto de
fuentes estadísticas públicas, etc.).
Fuentes de información estándar de pago
(por ejemplo, información sobre riesgo
comercial, seguros, análisis de mercados, 19,3%
etc.)
RELATIONSHIP WITH
Otras fuentes de información. 3,6% INFORMATION PROVIDER
• DIRECT ACCCES AND DOWNLOAD 66,3%
0% 10% 20% 30% 40% 50% 60% 70%
from the source
• Specific INFORMATION REQUEST 54,2%
to the source
• Existence of USE AGREEMENTS/ 47,0%
transfer of dataPrimary information Main categories of public Main categories of private information used by companies information used by companies Top 6 Top 6 Public information subjects Private information subjects ▪ Commerce 47.1% ▪ Commerce 47.9% ▪ Environment 42.6% ▪ Economy 42.5% ▪ Economy 42.6% ▪ Tourism 39.7% ▪ Demography 42.6% ▪ Science and Technology 39.7% ▪ Tourism 41.2% ▪ Transport 32.9% ▪ Public Sector 39.7% ▪ Culture and recreation 28.8% companies require more public open data related to concrete topics as environment (specially meteorological data), transport (real-time data), tourism, demography (with disaggregated information at census section level), legislation and justice (specially at autonomic and local level), public sector, economy and Treasury.
Primary information
Companies accesses to structured data in non-proprietary format (csv, xml)
more frequently. However, there are still many suppliers that provide their
data in an unstructured form (pdf, jpg), making it difficult for companies to
process it automatically..
Frequency of access to several formats of open data
(a lot or quite a lot)
Frequency of access vs. Format of Public Data used
Datos vinculados a su contexto (Enlazados.
27,7%
Linked Data)
Datos estructurados mediante referencias
32,5%
URI y estándares abiertos (RDF, etc.)
Datos estructurados en formato no
65,1%
propietario (CSV, xml, otros)
Datos estructurados en formato propietario
55,4%
(xls, etc.)
Datos sin estructurar (PDF, jpg, etc.) 48,2%Infomediary products and services market
Geographic origin of clients
EU countries where companies
sell
España 97,5%
Otros países de la UE 28,4%
Otros países 23,5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Internationalisation of the sector Regions out of EU where
companies sell
The internationalisation of
the Spanish sector is at an
early stage and should be
promoted by the sector to
stimulate the economic
growth.Infomediary products and services market
The main clients of infomediary companies are other companies.
This fact illustrates the growing importance that data and information analysis is
taking in business decision-making processes. Data is increasingly considered an
important active, which infomediary companies help to put into value.
Distribution of sector companies by
Customer typology
combination of customer typologies
B2B 92.5%
2,5% 1,3% PA 47.5%
3,8% Solo empresas
NAT. PERSON 32.5%
Empresas y AAPP
11,3% Empresas y
35,0% personas físicas
Todos los clientes
15,0%
AAPP y personas For the 60% the
físicas
Solo personas number of
físicas
31,3% Solo AAPP
customers has
increased in last yearInfomediary products and services market
Infomediary sector turnover
2017 2018
Sector companies turnover 1,733M€ 1,987M€
Turnover from reusing activities 646M€ 718M€
INFOMEDIARY ACTIVITY
REVENUE >50% TOTAL
15.4 % turnover of 53.8%
companies
2015- 2018The sector opinion
How does the sector assess the main characteristics of open data?
Assessment of public open data characteristics
No requieren registro previo
6,2
Vienen acompañados de información y/o documentación
adicional
8,1
Se presentan en formatos estructurados y según
estándares reconocidos
8,7
Son gratuitos
9,0
Son fáciles de localizar
9,2
Mantienen un nivel de detalle y/o desagregación óptimo
9,2
Están actualizados
9,2
Están completos
9,2
When asked about data and information characteristics that most favour the
development of business, most companies point they are up-to-date and
complete. The level of detail and disaggregation and the fact that the data are
free of charge are also outstanding characteristics for the companies.The sector opinion
What impact does the opening of public data have on the infomediary
sector?
Impact of public data opening
Desarrollo de nuevos productos y/o servicios,
o mejora de los existentes 96,2%
Identificación de nuevas oportunidades de
negocio 82,1%
Mejora en los resultados obtenidos o
crecimiento de la facturación 74,4%
Incremento en número de clientes 74,4%
Crecimiento del empleo 57,7%
Extensión del negocio a nivel internacional 46,2%
The most important effects of public data opening are the development of new
products/services and the development of new business opportunities.The sector opinion
Assessment of characteristics of public services providing open data
General assessment of PA data opening (*)
Las entidades del Sector
Público procuran dar
respuesta a las peticiones y
necesidades de información…
6,0
Las entidades del Sector
Los servicios están siempre
disponibles y funcionan 6,2 Público proporcionan la
mayoría de los conjuntos de
correctamente
8,3 datos necesarios para…
Se proporcionan servicios de Se proporcionan servicios
descarga de datos mediante 7,3 web para la descarga masiva
fichero 8,1 de datos
Companies emphasize especially two: the total availability
and proper function and the existence of services
enabling massive data download.
Companies miss a broader awareness at national level among
political leaders, in all areas of competence, to strongly support
openness of data.
(*) Rated Very Good or Good by companiesThe sector opinion
MAIN BARRIERS IN THE USE of public information
Falta información que debería
estar disponible 76,2%
La falta de homogeneidad entre la
información de las distintas 71,4%
entidades del Sector Público…
Falta de actualización de los datos
disponibles 61,9%
La dificultad para localizar ciertos
conjuntos de datos publicados 55,6%
La falta de accesibilidad,
interoperabilidad o 55,6%
estandarización de la información
Falta de procesos que permiten la
descarga masiva de información 44,4% Lack of information, lack of
La falta de respuesta de la homogeneity in data provided
Administración ante información 41,3% by different administrations and
que no está disponible
Los modelos de licenciamiento de
lack of information updating,
27,0%
uso de la información are the main barriers for a
Los modelos de pago por uso de la wider use of public information.
información 25,4%
Desconocimiento de datos
disponibles 1,6%
0% 10% 20% 30% 40% 50% 60% 70% 80%The sector opinion BARRIERS to the sector development • DISPARITY OF FORMATS and persistence of NON- REUSABLE FORMATS which makes processes automation difficult. • At national level, LACK OF HOMOGENEITY in data depending on autonomic and local administrations. • Existence of VERY COMPLEX PROCESSES OF DATA STANDARDIZATION. • Use of regulation as an excuse to DENY ACCESS TO INFORMATION (for instance, GDPR even considering non-personal data). • UNCLEAR REGULATION on the use of data. • Lack of knowledge of companies of INFORMATION AND DATA POTENTIAL for the development of new business. • PUBLIC PROCUREMENT MODELS non adapted for accessing data and information services. • Difficulties FINDING PROFESSIONALS with appropriate knowledge and skills.
The sector opinion
New trends configuring the future of the sector
Companies in the sector have identified several main trends and businesses that
will mark the future of the sector in the coming years:
Consultancy Data
Helps identify business needs to be analysis
met with the data. Information
processing (from
aggregation,
Security cleaning data and
Logical and physical security of consolidation of
data used vs. unauthorised access, data sources to AI
information theft or systems implementation
sabotage. Compliance of security to decision-
regulation and data protection. making
processes).
Technology and infrastructure
Technical requirements for data management,
identifying solutions and implementation of
the most appropriate ones.The sector opinion The sector CHALLENGES • Consolidating the growth initiated in the last years in a very atomised sector. • Integration of most advanced digital technologies in data processing, since they are the ones that bring the most value. • Lack of professionals with appropriate technological knowledge. • Communication networks and technical infrastructure to obtain full potential of data. • Difficulties in products standardization, due to the high degree of personalisation needed to satisfy customers’ necessities. • Identifying new markets and the internationalisation of companies. • Achieving a cultural change in companies and public administrations.
The sector opinion
Sector recommendations to Public Administration
• Deepening the opening of information, providing more
structured and homogeneous data sets, with national
coverage.
• Continuous data UPDATING.
• Use of INTERNATIONAL STANDARDS.
• Developing a real DATA CULTURE WITHIN
ADMINISTRATION, improving coordination between
departments in charge of data release.
• Creation of a National Centre for Data Management
and Diffusion.
• Greater COLLABORATION BETWEEN ADMINISTRATION
AND COMPANIES in order to define PRIORITIES in data
opening.Thank you very much!
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