Oslo Innovation Magazine by http://obm.no

MAGAZINE Bizy, bizy Oslo!

LOUISE ERIKSSON IS ONE OF OSLO'S NEW INNOVATIVE ENTREPRENEURS

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CONTENT 06

A brutal hunt

The international race to attract the best competence is brutal. Oslo is head on in this race. Read the story about how Norway's capital is rapidly developing to become an attractive international hot spot for innovators and entrepreneurs.

www-wave

Louise Eriksson is one of 20,000 young Swedes who have immigrated to the Oslo region. Ms. Eriksson is in Oslo on a mission. She is attracted to the pulsating innovative biz drive in the Norwegian capital.

Music city

Oslo has become one of Europes most popular music and concert venues and is an attraction for young people who want to study and work here.

Page-by-page

Oslo tweets

Key players in the Oslo business world tweet about the region's attractiveness. COVER PHOTO Louise Eriksson, CEO Adprofit, page 1 2-1 4 Photo: GORM K. GAARE PICTURES ON THIS PAGE 1 – Entrepreneurial prize winners debate, page 1 6-1 7 Photo: GORM K. GAARE 2- Troubleshooter Runar S. Eggesvik about music in Oslo, page 26-28 Photo: GORM K. GAARE 3 – Mesh houses creative individuals, page 1 2-1 4 Photo: MARGIT SELSJORD 4 - Dilek Ayhan, Managing director Alarga, recruits intercultural talent, page 6-1 1 Photo: VICTOR EMANUEL LESTAT 5 – Profile on Hallstein Bjercke, The City Government’s Culture and Trade Commissioner, page 22-23 Photo: GORM K. GAARE

Start Oslo - @StartOslo We want students to have faith

MESH @MESHnorway We create positive noise and

http://www.startoslo.no

http://meshnorway.com/

in their own ideas and knowledge on how ideas are turned into real value. #whyoslo

modernize the entrepreneurial ecosystem in Norway. #whyoslo OSLO INNOVATION MAGAZINE 201 2

EDITORIAL

The Janus Face of Innovation Living in Oslo, the average person can, with a reasonable effort, live a life defined by the UN “standard of living index” as being of the highest quality in the world. If in addition you are employed by a large corporation – publicly or privately owned, or work in the public sector – your economic future is as close to as risk-free as it gets. Why then choose differently? Why spend all your energy, your waking hours, your would-be holidays and spare time with friends, in an all consuming, narrow-minded pursuit of an idea that perhaps only a few others believe in – if anyone? And at the same time, put your money, your house, and the core of your future at risk. Why to go “all in,” as is the popular and surprisingly often true story of successful entrepreneurs? When asking serial entrepreneurs, or past winners of innovation awards, why they choose to sacrifice the “high quality of a risk free life”, with all the sleeplessness and unrest, we tend to get different versions of one basic answer: It’s “the kick” that drives you - the kick of creating a future, being in transition, and the mastering of risk and exploring the unknown.

MAGAZINE

According to Roman mythology, Janus was the god of transitions. All movement and change are bivalent, and his was famous double nature. He is both the initiator of human life and of new historical ages, he represents both youth and maturity, the transition from one vision to another, as one face looks back, and one face looks to the future. Originally he was the god of innovations - and according to myth, the first to mint coins. Real change and transition mirrors innovation, as the exploration of the bivalent. And when innovation implies facing risks, what better place to face entrepreneurial risks than in one of the safest places on earth? In this perspective the Oslo region is ideal for entrepreneurs seeking the thrill of innovation, but without the risk of personal catastrophe. Combined with a highly educated workforce and available capital, it might explain the steadily growing numbers of start-ups and innovation communities. It also illustrates the great potential for the Oslo region to orchestrate thousands of innovation “kicks”, and foster a culture of entrepreneurs and innovative companies. So, how to tell whether your entrepreneurial juice is worth the squeezing? By the kick it delivers.

ENTREPRENEURSHIP AND INNOVATION IN THE OSLO REGION

Editor-in-chief: Fredrik Winther Publisher: Oslo Innovation Week Concept: Oslo Business Memo Production: Oslo Business Memo Print: Frode Fjellberg AS Circulation: 20 000 copies

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OSLO INNOVATION MAGAZINE 201 2

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Oslo Innovation Week Oslo Teknopol Innovation Norway City of Oslo Akershus County NHO Oslo Akershus

Fredrik Winther

Editor-in-chief CEO, Oslo Teknopol fw@osloteknopol.no

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OSLO ATTRACTIONS

MULTICULTURAL GROWTH Born in India, Tom

A brutal hunt for the best brains

Varghese teamed up with Telenor, one of the world’s major mobile operators, as an Alarga scholar in 201 0. He was raised in Norway and speaks six languages fluently. - I feel I can identify with the company’s values particularly that of long-term commit- It is simply brutal, says Leo A. Grünfeld. ment, Varghese says. He is co-founder and chairman of the research consultancy Every year Alarga presents a number of scholarships to outstanding young talent and firm Menon Business Economics. Grünfeld talks here about match this talent with partner corporations. the Oslo region and the global competition for knowledge - Future competition for talent will come not only from the company down the street, and innovation, how to attract the best companies with but also from the employer on the other side the best talent and creating new jobs. of the world. Countries, cities and companies will need to brand themselves as locations of choice to attract this talent, says Oslo Innovation Center Grorud Valley Dilek Ayhan, managing dirOSL Gardermoen ector at Alarga. Nydalen/ BI Alarga is an arena where the new reserve of talent meets Norwegian Lillestrøm/Kjeller businesses. Alarga’s goal is to help the Norwegian busiCentral Oslo ness community reap the Fornebu/Lysaker rewards of the international language and cultural competency that multicultural students offer. made by the City of - Oslo has amazing diOslo, Oslo will experiÅs/UMB versity among professionals, ence the strongest Sandvika but it's getting very little atgrowth, with the popuSkøyen tention. Oslo needs to lation increasing from shape up, welcoming and 61 3,000 today to Aker Brygge Tjuvholmen recognizing global talent, 833,000 in 2030. says Jørn Lein-Mathisen, - The region is charchairman of Oslo Internaacterized by strong vators, entrepreneurs and investors. Immigtional Club. growth, and Oslo's population increases by ration of students and knowledge workers He suggests Norway takes a closer look 1 .3 persons every hour, says Stian Berger adds to one of Oslo's big challenges, which is Røsland, Governing Mayor at City of Oslo. at Sweden and Denmark. - Those countries realize how dependent housing and infrastructure to meet its population increase. House prices are through the this diversity is for value creation. Giving tax breaks, schools and so on, here we have zero roof and large investments are required in the coming years. Major European entrepren- THE WINNER TAKES IT ALL Because of the breaks and only now get English-language eurs have put Oslo on their strategic maps, schools in Oslo, Jørn Lein-Mathisen says. well-lubricated oil economy and a record low and international property investors want exunemployment, several industries have to posure to a fast growing and attractive ecosearch outside Norway to find qualified nomic area. workers. Population growth in Norway is expecTHE CHALLENGE Engulfed by a world eco- It's about critical mass. The larger the ted to be very strong in the oil industry nomy in crisis, both businesses and governbusiness sector, the more attractive it is and regions, the Oslo region and Rogaland in ment in the Norwegian capital want to the greater the chance that foreign compansouthwest Norway. According to scenarios attract the international community of innoies choose to come here and want to estabNHO Oslo og Akershus - @NHO_no The region is

characterized by a large proportion of the country's R&D operations are located here, and that education levels are generally high.#whyoslo http://nho.no/osloogakershus OSLO INNOVATION MAGAZINE 201 2

Startup Norway - @Startup_Norway The startup

community is really moving in oslo! World -watch out ;) #whyoslo #oiw201 2 http://startupnorway.com

PICTURE Multicultural competence is hot in Oslo. Tom Varghese, Telenor, - fluent in six languages. PHOTO: Eirik Førde

lish themselves, says Grünfeld. It`s called engineering valley, or the subsea valley, the corridor stretching out west from central Oslo to Asker. While Western Norway, with closer access to the oil fields in the North Sea, has traditionally had most to gain from the oil and gas sector, the Oslo region is growing in importance to the industry and the industry in importance to Oslo. Part of the reason is the new subsea technology, disconnecting geographical ties to operations. Grünfeld and his college Erik W. Jakobsen were part of the central project group in the research project " A knowledge based Norway" , led by Professor Torger Reve. According to Menon, the oil and gas industry will grow dramatically, and more in the Oslo region than any other place in the country. - If you look at the attractiveness of different business sectors in the Oslo region from an international perspective, it's quite simple. Both oil and gas and the maritime

sector have very high sector attractiveness. They are big enough and have the nessesary critical mass to be attractive internationally, says Grünfeld. Oslo is rated among the top maritime spots in the world, along with Singapore and London. MARINE POTENTIAL The marine sector, with

fish farming, fisheries and related products and services, is the third main sector in Oslo, but is small compared to oil and gas and maritime. While the marine production sites are spread along the coast, many company headquarters are based in Oslo, and the financial services connected to the sector are strong. - The marine sector has a big potential, and it could be a source of international attractiveness, because of the highly developed related services, says Grünfeld. In terms of international attractive industries, Oslo is heav-

Susanne Werner - @SusanWer Students from Ullern

High School get to kill cancer cells at the Oslo University Hospital, Radium by #OsloCancerCluster-agreement #whyOslo http://oslocancercluster.no

ily dependent on the big three. - Energy is very overrated as a sector of importance here in the Oslo region. Anything else than hydro power is small, like wind, sun and bio. Hydropower could have had more international attraction, but has been inhibited by the Norwgian energy policy. Every year, the government has basically emptied Statkrafts “pockets”, by taking huge dividends from the company, says Grünfeld. Statkraft is the state owned electricity company, and the third largest energy producer in the Nordic area. Lately, however, the government has changed this policy, allowing for reinvesting earnings. INNOVATION HOT SPOTS At Fornebu, where

travelers used to enter Oslo by air until 1 5 years ago, the airport area has been transformed to an enormous park for living and work for thousands of knowledge workers. The headquarters of Telenor has been at

Kevin Gallagher - @KGOslo Strong financial and

shipping services are the Oslo Region's contribution to the future of maritime Norway #whyoslo #oiw201 2 http://oslo.teknopol.no OSLO INNOVATION MAGAZINE 201 2

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9 PICTURE Mikael Linnander, CEO at Oslo Winterpark, explains his innovative plans for the urban ski resort at Tryvann. Oslo is the world's winter capital. PHOTO: Gorm K. Gaare

Fornebu since 2002. Soon Statoil, an international energy company present in more than 30 countries, will open its new Oslo office at Fornebu. Aker Solutions, a provider of oilfield products, systems and services for customers in the oil and gas industry worldwide, moved it’s headquarter to Fornebu in 2007. The Gardermoen area north of Oslo has grown steadily since the new Oslo Airport was built, and the nearby Lillestrøm and Kjeller areas are prospering. Kjeller Research Park just outside Lillestrøm houses 3000 people working with R&D, innovation and developing new businesses. The area has fostered around 1 00 new high tech businesses. The main idea driving Kjeller is the combination of research and business, where Kjeller Innovation is the key player. - We are a company where entrepreneurs, people in established businesses, and scientist meet up, and help each other with evaluating and developing ideas and innovation, says Kjeller Innovation CEO Mariann Ødegaard. Kjeller is building an impressive track record of developing new and promising companies. Nicarnica Aviation is one example, commercializing infrared imaging technology

for detecting volcanic ash and other hazards to the aviation industry. This summer, Nicarnica Aviation signed a Cooperation Agreement with Airbus for testing and Industrialization of its ash detection technology. WANTS MORE APPLICATIONS Innovation

Norway is the Norwegian Government's most important instrument for innovation and development of enterprises and industry, but is regularly criticized for spending too much in rural areas, and only two percent of the budget in Oslo. - Apart from our rural and agricultural mission, all of our schemes are nationwide. If we select our most innovative schemes, nearly 25 percent is directed to Oslo. If there were more good applications from Oslo, more money would go to Oslo based projects, says Toril Mølmen, director Innovation Norway. - The innovative companies are often socalled " born globals" and must think internationally from day one, says Mølmen A CITY OF STARTUPS According to Fredrik

Winther, the manager of Oslo Teknopol, a regional development agency owned by the

Oslo kommune - @Oslokommune The city has become

an attractive tourist- and conference city, with a large selection of excellent hotels and congress venues. #whyoslo http://oslo.kommune.no

- If there were more good applications, more money would go to Oslo based projects.

Toril Mølmen, Innovation Norway

Thor Arne Brun – @estatemedia The population in Oslo

increases at record rates. At the moment, Oslo is therefore probably the most interesting city in Europe for real estate investments. #whyoslo http://estatemedia.no

OSLO INNOVATION MAGAZINE 201 2

10 2

PICTURES

1 - Five M. Tech. students at The Norwegian University of Life Sciences has innovated the electric motor cycle Roskva. 2 - Oslo Innovation Center opened building five this autumn; from left KarlChristian Agerup (CEO), Trond Giske (minister of trade and industry) and Ole Petter Ottersen (rector University of Oslo). 3 - Kjeller Innovation with Else Pran (left), Mariann Ødegård (CEO) and Terje Landsgård. 4 – SINTEF’s MiNaLab nanotechnology laboratory in Oslo is designed for a throughput of 1 0, 000 4layer wafers per year.

- 80 percent of ICT innovation occurs in the Oslo region.

TORE TARALDSVIK, Innovation Architect

City of Oslo and Akershus County Council, the interest in innovation and entrepreneurship is increasing. The Oslo region is booming with startups, and some of the frenzy from the dot.com-age of the late 1 990s seems to be revisited. Around NOK 1 billion was invested to create Department of Informatics (IFI), one of the world’s most modern IT education institutions, with room for up to 2400 students. Every year it spins off one to two companies from research at the institute, while many of the students start their own businesses or start working in entrepreneurial firms. The education concept is designed to enable students to develop into entrepreneurs. Like Kjeller, IFI combines education and research institutions with businesses in and around Oslo Innovation Center. The strong labor market, however, pose a challenge. The students can easily secure a permanent job before they graduate. IT giants such as Accenture, Telenor and Microsoft welcome IFI students with open arms. Including other institutions Oslo is host-

ing most of the IT education in the country. DEVELOPING THE WATERFRONT Change of

infrastructure is a sign of innovation. In the late 1 970`s even oil platforms where built right in the center of the capital. The closing of the shipyard and transformation of the industrial harbor area to a high-end office, shopping, dining and living area was the start of the transformation of Oslo's waterfront.s Oslo's city skyline is constantly changing. Some years ago red bricked Oslo City Hall, was the capital’s only high-rise. Now “the barcode” skyline in Bjørvika appears as a logo of modern, innovative and attractive Oslo. Prestigious corporations are already starting to move in to the new towers in Bjørvika. OIL FINANCE While the central bank is reg-

Bekk Consulting AS - @BekkConsulting Innovation and

foresight will be essential for the future success of established companies, learn more at #OIW201 2 #WhyOslo http://bekk.no OSLO INNOVATION MAGAZINE 201 2

ularly criticized for not supporting the financial sector by letting Norwegian financial institutions manage parts of the NOK 3700 billion Pension Fund, Oslo's financial community is thriving in specialized segments of expertise, particularly within oil and offshore services, maritime services and seafood. - If you look back to 201 0 and the contracting activity within the international rig sector, you will find that Norwegian facilitators arranged the financing of about half the offshore rig newbuildings in the world. The owners were not Norwegian, neither were the builders or the banks, says Leo Grünfeld in Menon. A CITY OF KNOWLEDGE The substantial re-

search activity provides a platform for profiling Oslo as a city of knowledge. But according to Leo Grünfeld, Oslo has a way to go. - When it comes to industrial focused R & D, Oslo scores a bit lower than expected.

Joakim Hauge - @saharaforestproject Oslo has good

environmental and energy expertise . Much remains to be done on sustainable innovation. #whyoslo http://saharaforestproject.com

- Diverse voices lead to new ideas and new products!

DILEK AYHAN, Alarga

Oslo is strongly dominated by the universities, which have high research expertise, but are not so sharply oriented toward creating business, says Grünfeld. Billions are spent on research in health and biotechnology, much of which takes place in hospitals in the Oslo region. - But the focus on innovation and commercial application is almost non-existent. That would be very different in other countries, says Grünfeld. Still, the area around Oslo Innovation Center is buzzing with new life science and medtech companies. Life science R&D in Oslo is highly rated worldwide, but in this game it`s a long and demanding way to create leading businesses. And it takes knowledgeable and patient risk capital, which is in short supply. NATIONAL ICT HUB Oslo is the national hub

for technology companies, but minor in an international context. According to Professor Torger Reve, BI, Oslo is distinguished in the field of informatics, but it will not develop into an international knowledge hub by itself, even though there are many startups. The companies are basically small and sell their services locally. - 80 percent of ICT innovation in Norway

occurs in the Oslo region, but it ends mainly in small enterprises and service providers. We have to raise our ambitions, says Tore Taraldsvik, Innovation Architect. Because the oil and gas industry is becoming more and more knowledge and innovation driven, the demand for people with higher education in engineering and economics is increasing. The Oslo region has a significantly higher proportion of engineers and economist than the rest of the country. - These industries are so strong that they easily attract expertise, but since they are growing so fast they are constantly in arrears, said Grünfeld. - Norway as such has never had a very high ability to attract talent from abroad, it may be due to the weather, geography and mentality, but with the downturn in Europe, Oslo talent attractiveness has soared. - Multiple voices lead to new ideas, new services and new products. No country, no city, no organization can remain competitive unless talent – the driving force of economies – is there to ensure success and boost research and innovations, says Dilek Ayhan, Managing director at Alarga, which builds competitive advantage for businesses and organisations through recruiting and cultivating intercultural talent.

redaksjonen@oslobusinessmemo.no

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OSLO INNOVATION MAGAZINE 201 2

12 PICTURE

STARTUP ATTRACTIVITY

NEW WAVE Internationally it is described as

a new wave, with ancestors from the dot.com period of 1 2-1 5 years ago. Powered by the explosion of social media, the appepidemic, new technology and development costs which have fallen dramatically, young people are throwing themselves into the entrepreneurial life. Dreams and dedication are created by popular successes like Angry Bird and Instagram. NEWCOS +25 The trend has also reached

Norway, although it has taken time. More young people start businesses on their own, and only in Oslo, 25 percent more new businesses have opened than the year before. In recent months, several new incubators and offices have appeared in the capital. Startuplab, Mesh, Gr체ndernes Hus and 657. - It`s starting to happen in Oslo, but Stockholm has been bubbling since the dot.com boom, says Louise Eriksson. She is a Swedish serial entrepreneur who now has

1 - Audun Ueland (left) and Anders Mj책set started Mesh in central Oslo. 2 - Alexander Woxen (raised arms) is heading StartupLab in Oslo Innovation Center.

Tech boom in the city The new tech boom is occupying Oslo. Incubators and co-working spaces for entrepreneurs are springing up in the city. How long can it last? expanded her operation to Oslo. Eriksson started Adprofit, a company specializing in digital marketing in the B2B segment in Stockholm four years ago and has expanded to Denmark, Finland and Norway. The office in Oslo is set up in Mesh, a newly established co-working space for entrepreneurs in the center of Oslo. - Norway is lagging a few years behind when it comes to infrastructure and services for modern entrepreneurs, but I think this is about to change, says Audun Ueland. He started Mesh with his friend Anders Mj책set.

SICamp Norway @SICampNorway- The city of Oslo has

a current annual growth exceeding 1 0,000 --> one of the fastest growing cities in Europe. http://ow.ly/dE6rx #whyoslo http://sicamp.no/ OSLO INNOVATION MAGAZINE 201 2

Personal investments and 1 .1 million in funding from Innovation Norway were the starting capital. The two 26 year olds are already experienced entrepreneurs. They started two companies while they were still students at NTNU in Trondheim. The last company was sold to Stokke, which is known worldwide for their Tripp Trapp chair. A LASTING WAVE? - It has almost been

stone dead for ten years, but now there is a wave similar to the one we saw during the dot.com boom, says Alexander Woxen. He has extensive experience as an entrepreneur, now he has established the StartupLab incubator in the Research Park, located in an area in Oslo which starts to resemble some of Silicon Valley. StartupLab is already full of startup companies. The incubator focuses on companies with heavy technology and include a partnership with the University of Oslo to recruit students into the incubator. - One of the differences from the dot.com boom is that the dot.com boom was much about virtual products and services. Now they are available, and there's a market, he says. The driving force behind the wave is primarily technological. Mobile technology, cloud computing, cheap server and database solutions, standardization, open source software and wide distribution capabilities all contribute to dramatically to lowering the costs of getting a product out to the market. It is possible to achieve profitability faster, and even companies with no established history or credibility have a chance to succeed. - The question is whether this phe-

Gr체nderjakten - @Grunderjakten Oslo is starting to

look more and more like a hot spot for young entrepreneurs. We're excited to be a part of it! #whyoslo http://grunderjakten.no/

13 2

nomenon is permanent, says Alexander Woxen. BUILDING APP Erlend Eggen is about to

prove that you don`t need millions to start a business and develop a new product. Along with two friends, he has developed turapp.no. It provides users with detailed information on different trekking routes. - We have searched for but not found a suitable presentation tool for recreational activities. We want spectacular images presented in a neat fashion, says Eggen. He is an anthropologist, wrote thesis about outdoor activities in Norway, and has worked with outdoor businesses. - I wanted my own business. It gives a unique feeling of freedom, and the choices you take have a direct impact on one's own life. It's fun to see that it is possible build something, he says. The development of the app has cost between a half and one million kroner. The company has received grants from Innovation Norway and seed funding. Turapp is now

ready for another round among potential investors. The company has its operations in Valdres and Oslo, where Eggen is general manager with office at Mesh. - We made a strategic choice to be represented in two places. Many potential customers are in Oslo, and it is easy to obtain expertise here, he says. ENTREPRENEURS IN A VILLA - We are also

experiencing a " boost" in relation to start up though, says Odd Moe. He is the founder of Gründernes Hus and has received about one million kroner in contribution from Innovation Norway. His target is to fill the venerable villa in Oscars gate in central Oslo with around one hundred entrepreneurs. Moe believes many of today's entrepreneurs are doing it because they have an inner drive, and not because they have to. - Before we often saw people starting their own business because they had no choice, because the company they worked

Pupil at Årvoll skole – @UEOslo Entrepreneurship is

very fun - even if it's educational #whyoslo http://arvoll.gs.oslo.no, http://oslo.ue.no

for was closed or they had to leave their jobs because of a downsizing, he says. Gründernes Hus is aimed at a more mature and experienced audience, people who have been entrepreneurs before and have a successful startup on their resume. Moe wants to develop Gründernes Hus as an embassy for entrepreneurs all over the country, not just in Oslo. - In Norway, we have a significant problem. We want to support entrepreneurs in rural areas, yet we have a strong urbanization trend, which is depopulating rural areas and putting pressure on the infrastructure in the cities. Customer-wise it creates a potential for us, so we also want to support entrepreneurship in rural areas, he said. First Tuesday Oslo with 6000 members has been involved since the dot.com era and has regular and well-attended meetings where entrepreneurs, potential entrepreneurs, investors and others have the opportunity to network. Innovation Forum is also part of the incubator environment, but gathers its members in a virtual incubator environment and

Julianne Ferskaug – @UEOslo @juliannef Thanks for

that – bragging is appreciated! We have the best job in the world - with pupils, students and teachers in Oslo! #whyoslo http:// venstre.no/oslo OSLO INNOVATION MAGAZINE 201 2

- Hard to get the talents!

LOUISE ERIKSSON, AdProfit

have sought out experts and visited incubators, networks, accelerators and co working spaces for entrepreneurs in cities like Stockholm, Berlin, New York and Silicon Valley. - We missed a lot of things. Like forums and networks for entrepreneurs, easier access to mentors and capital, and also the social part, when we started as entrepreneurs. We saw much of this abroad, and understood that there is great room for improvement in Norway. With Mesh, we are trying to create what we ourselves missed while we were starting our last company. The coworking space with events and resources that we have opened so far is only the first step out of many, they say.

Picture: Louise Eriksson, from Stockholm to startup in Oslo. PHOTO: Gorm K. Gaare

BUT WHO WILL WIN? StartupLab has estab-

also runs an innovation exchange. - Most companies are sitting on a goldmine of unused ideas, which used intelligently can create new business opportunities, says Truls Berg, chairman of Innovation Forum. He is also a board member in First Tuesday Norway. LACKING CULTURE - Norway is a small coun-

try but with a lot of money. There are a lot of business possibilities here, and there is much left undone, but no established entrepreneurial culture. It has everything, expertise, innovation and capital, but it's not the same drive, or craving, for starting businesses, as we have in Sweden, says Louise Eriksson in Adprofits. - But you are remarkably eager to study and discuss entrepreneurship, she adds, with a smile. She is a typical " doer" , she is described as one of the toughest founders at Mesh, and she already has a history of two startups back in Sweden. Adprofit has grown rapidly in four years. The next 1 2 months the company aims at a

turnover of 35 million in Sweden, 1 0 million in Denmark and ten million in Norway. - The biggest challenge here in Oslo is recruitment. There are many talented people here, but they are hard to get, she says. - In what way? - For a young company like us, it is a challenge. The skilled people have safe and well-paid jobs, regulated working hours and long vacations, which is extremely valuable here. - We are new. With us, you have to work hard and prove yourself before you can earn a lot of money. It's a tough nut to crack, people here often choose the safe. - But I notice that it is starting to change, she adds. Eriksson believes Swedes are far better at taking care of their entrepreneurs, and they get plenty of attention the media. - In Stockholm, it is far more common to start as an entrepreneur. Here in Oslo it is a " wow" factor. It is advantageous, when I tell my story people remember me easier, she says. Audun Ueland and Anders Mjaaseth used their own experiences as a starting point when planning Mesh. Besides, they

Erling Fossen - @streng1 Oslo Metropolitan Area goes

for gold in Cannes #whyoslo

http://metroarea.osloblogg.no http://www.mipim.com OSLO INNOVATION MAGAZINE 201 2

lished close ties to startups i Silicon Valley. In Oslo the incubator has attracted several experienced entrepreneurs who have a number of startups on their resume. Rolf Assev, Per Otto Vold and Andre Bakken, founders of Opera Software, Point Carbon and Funcom, are some of the “seniors” who have thrown themselves into new projects, thus becoming a valuable resource for those who are both fresh and young. It may prove to be important. There is a growing euphoria characterizing entrepreneurial life in Oslo, but like the previous wave, the downturn can be sharp. - In Sweden and USA, where this wave has lasted longer, there is now an overrepresentation of startups. Look at the app site, it's no longer fun to get into the app store if you do not reach the top ten, to put it brutally, says Woxen. - What characterizes this wave is that the threshold is so much lower. But it will not be any easier, because now there are so many. And it is difficult to identify the winners and losers. Text: PER GJØRVAD per.gjorvad@oslobusinessmemo.no Photo: GORM K. GAARE gorm.gaare@oslobusinessmemo.no

Handelshøyskolen BI - @HandelshoyskBI A not-for-

profit foundation whose sole focus is education and research. Oslo is the main campus with all international programmes. #whyoslo http://www.bi.no

Oslomedtech A National Cluster, supporting and nourishing the business development of superior medical research, and stimulating the development of a competitive Norwegian Medtech and eHealth industry.

Oslomedtech

Counting 130 members, - with Medtech and eHealth companies, hospitals, R&D institutions, investors and finance institutions, service providers, design and manufacturing firms.

Are you interested in knowing more about how Oslo Medtech can help you grow and internationalize your business?

Oslomedtech

We build bridges between healthcare, academia and industry.

It's a kick to be an entrepreneur!

WHY STARTUP? - To learn new things every

day. To start new companies. To compete, says Eirik Næss-Ulseth, a serial entrepreneur who was honoured with Oslo Innovation Award 201 1 . - I joined a management course and was inspired by a lecture with the message " follow your dream" . I had this dream to start my own business. I started together with my wife and her sister, says Thomas Houge, CEO at ChillNorway, the fastest growing company in Norway in 201 0. - I wanted to develop my own idea instead of doing the job for somebody else, says Siri Skøien, CEO and founder of Comlight, winner of the Female Entrepreneur 201 2. - I like the excitement and the uncertainty, to go my own way, to be different from all the others, says Christina Væting Nergård, winner of several Youth Entrepreneur prizes. The four entrepreneurs from the Oslo CONNECT Norge - @connectnorge

Four entrepreneurial prize winners joined Oslo Innovation Magazine to debate innovation and business at Sukkerbiten, in the new waterfront area of Bjørvika.

ROUNDTABLE Region met with Fredrik Winther, CEO at Oslo Teknopol, and Joakim Marstrander, laywer at Deloitte. The latter is in charge of the «Fast 50»-prize, awarded to fast-growing tech companies. It seems to be the very last day of summer and sunshine in the beginning of September. In the background of the roundtable, Oslo's new skyline: the Opera house and the new finance quarter " Barcode" . A nice setting to discuss experiences as innovators and entrepreneurs in the Oslo area, and perhaps to look forward - what potential do some of the best entrepreneurs

CONNECT Norway has its headquarters in Oslo. #whyoslo http://connectnorge.org OSLO INNOVATION MAGAZINE 201 2

see in Oslo as a place to develop new businesses. WHY OSLO? Joakim Marstrander monitors

the business environment in Oslo vs. the rest of Norway. He says growth i Oslo is stable, but more seems to happen in Western Norway at the moment. Not surprisingly, due to the oil-related industries. - Oslo has great potential, says Marstrander. The new list of Fast 50 companies show an increase in the number of companies from Trondheim and Stavanger.

Young Retailers - @YoungRetailers We provide tips and

advice on how to get your dream job. #whyoslo http://www.ohf.no

17 Eirik Næss-Ulseth points that a great resource in Oslo is the population in itself. Fuelled by the recent wealth of the Norwegian oil economy, the inhabitants will become some of the most demanding on the planet. This fact will call for innovation in health care services and treatment of an ageing population. - This region has a tremendous opportunity to take advantage of this for business purposes. Let's learn the lesson from west coast oil industry, sit down together: Hospitals, government, scientists and private companies and entrepreneurs to challenge this, says Næss-Ulseth. He believes that the health sector companies, e.g. medtech entrepreneurs, will be a growth business sector in the years to come. To get there, policies, regulations and a business framework must be in place. Let private, smaller companies, participate in the public service and health sectors - it will make it big growth sector in the Oslo region. THE CULTURAL CHANGE:

Næss-Ulseth also points to another great resource for Oslo-based business development. The growing multicultural population, reckoned with skepticism by many ethnic Norwegians, is viewed as a great opportunity by Mr Næss-Ulseth. - The multicultural dimension gives us an extraordinary chance to innovate new products and markets, says Mr Næss-Ulseth. The multicultural environment can help develop products in Oslo for African or Asian markets by connecting the different cultures and competences. Christina Nergård doesn't think she would have achieved what she has now, without growing up in Oslo. - This is a great place for young people who want to be entrepreneurs, she says. Helped and inspired by Youth Entrepreneurship during her years at school, she is now in charge of two companies at the age of 1 9. Now, after completing high

school, she has no backing from Young Entrepreneurship. She could do with some follow-up when taking her youth business further. Thomas Houge agrees. The city lacks a free space for talents, where young entrepreneurs can grow and prosper. Eirik NæssUlseth sees the Oslo Innovation Week as a good example in this direction, representing a cultural change. - Something must be done about communicating entrepreneurship. One must make it attractive to be an entrepreneur, says Siri Skøien. For the international corporation Deloitte, which gives prizes to fast-growing entrepreneurs, the message is clear: We want to support the innovative entrepreneurs, because you develop the businesses for the future, says Joakim Marstrander. According to him Oslo is an ideal place to start a company, not least thanks to the

social infrastructure making it reasonably low-risk. The technological level is high, and it is a good place to test products before entering global markets. - Oslo is on a good path, in the right direction, given that the public health sector opens up its market, shows willingness to change and adapt new technologies, says Eirik Næss-Ulseth. IT'S A KICK! So what is the real reason to be

an entrepreneur? - It becomes an addiction, says Siri Skøien. It gives me a kick! - I agree, says Eirik Næss-Ulseth. - The kick, you should not underestimate that.

Text: MAGNE OTTERDAL magne.otterdal@oslobusinessmemo.no Photo: GORM K. GAARE gorm.gaare@oslobusinessmemo.no

Eirik Næss-Ulseth, serial entrepreneur and winner of Oslo Innovation Award 201 1 .

Christina Væting Nergård, Young Entrepreneur, CEO & founder Jobunder1 8.no

Thomas Houge, CEO ChillNorway, winner of Gaselle and Company of the Year 201 1 .

Siri Skøien, CEO & Founder at Comlight, winner Female Entrepreneur 201 2.

Fredrik Winther, CEO at Oslo Teknopol, organizer of Oslo Innovation Week.

Joakim Marstrander, lawyer at Deloitte, facilitator of the Fast 50 Award.

Patentstyret - @Patentstyret Norway was the first in

the world to consider new top-level domains associated with the national identity. #whyoslo http:// patentstyret.no

Innovation Norway @InnovasjonNorge Norwegian

enterprises have access to a broad business support system as well as financial means. #whyoslo http://innovasjonnorge.no OSLO INNOVATION MAGAZINE 201 2

SPEEDY COMPANIES

WHO INVEST IN GAZELLES? Gazelle companies are usually small,

relatively young, and they are in an expansion phase with rapid growth. This triggers funding requirements. With the high risk, equity financing is the most appropriate option. But who invest in them? The StartupLab incubator in Oslo Innovation Center has analyzed the funding of gazelle companies in Norway. The research is based on the Norwegian business newspaper Dagens Næringsliv's gazelle list from 201 1 , which contains a total of 1 989 companies. In addition, StartupLab recorded current and sold portfolio companies of all venture capital funds associated with Norwegian Venture Capital Association. This represents a total of 708 companies. A comparison of the two lists yields a total of 1 4 gazelle companies with funding from venture capital funds. Half the companies are based in the Oslo region. COMPETENSE - The survey shows that the importance of venture

capital is limited when it comes to increasing the undergrowth of

ROUND TABLE

Few venture-funded fast growers Gazelle companies are Norway's fastest growing companies. Nevertheless, venture capital funds rarely invest in them. Why?

companies. For many of these companies labor is the most valuable resource in an early phase, together with competent individuals or business angels with capital. The process required to get capital from venture funds is often long, difficult and too uncertain for many of these firms. Venture funds often end up taking fewer and larger projects, says Odd Utgård, investment manager in StartupLab. Venture capital funds typically invest in growth companies which are in an expansion phase with VIDEO significant market risk. The venture backed portfolio companies management will often need access to commercial expertise, such as technology commercialization and internationalization.

- A good place to start your own biz

* Oslo's top innovators * The entrepreneurial kick * The Oslo region's future * Why become an entrepreneur * What could be better * Oslo's big resource

ech

Scan the qr-code an watch the roundtable discussions in Bjørvika. Cathrine Væting Nergård (picture above) think Oslo is a good place to startup for a young entrepreneur. Follow the link and get access to seven videos and check out the innovator's views on following topics:

ech

Oslo Medtech - @OsloMedtech We help promote our

medtech industry's players towards the finance sector, and ease their access to capital. #whyoslo http://oslomedtech.no

OSLO INNOVATION MAGAZINE 201 2

FOLLOW-ON According to the Norwegian

Venture Capital Association (NVCA), the activity in 201 1 clearly proves that most Norwegian venture funds have moved beyond the investment phase and are now focusing on follow-on investments and exits. The funds made 32 initial venture investments and 277 follow-on investments last year. This trend continues into 201 2. - Many of the funds are not able to invest in these companies because of the funds' mandate. The companies may be too small for instance. Skilled entrepreneurs often prefer to make it on their own, focusing on the business rather than to embark on courting the venture capital community, which takes time and requires a lot of attention, says Thomas Due, general manager in VentureLab. VentureLab assists companies in the Logica Norge - @logicanorge Room for innovation

Logica Norway has created what we call the Spark Innovation Centre at the head office in Oslo. #whyoslo http://www.logica.no/

19 PICTURE Thomas Houge, CEO at ChillNorway, gazelle prize winner without the help of venture capital. Photo: GORM K. GAARE

venture capital stage. Alexander Hagerup and Lasse Øien founded The Online Backup Company in 2005. The company has mainly grown organically, and secured Dagens Næringslivs Gazelle award for the second year in a row in 201 1 . It also made it onto Deloitte’s Fast50 Norway and Fast500 EMEA Technology Lists of Europe’s fastest growing technology companies. In January 201 2 the company secured 6.47 million euro in a funding round led by Northzone Ventures. The purpose is to expand into to Sweden, Germany, and the rest of Europe. Scan Aqua, based in Årnes north of Oslo, is in the aquaculture business developing remedies and drugs. Scan Aqua was established in 1 998 and secured a Gazelle award last year. The company is one of a few gazelle companies with venture capital. - We needed funds because we were projecting major development and documentation work. In 2000 two venture funds invested in Scan Aqua indirectly. I guess it had some disciplinary effect on us, in relation to formalities, strategy and so on, says CEO Ole Kristian Kaurstad. The funds got their exit in 2009, when Kaurstad and the other entrepreneurs bought the shares back. MANY IN THE OSLO REGION Some 20,000 Norwegian companies has

qualified as gazelle, and many of these are among the 45 000 active companies in Oslo and Akershus. A gazelle company is a high-growth company that is increasing its revenues by at least 20 percent annually for four years or more, starting from a revenue base of at least one million kroner (in Norway). This growth pace means that the company has effectively doubled its revenues over a four-year period. 267 companies has over the last ten years qualified for the Deloitte Fast 50 list. Joakim Marstrander at Deloitte says that fewer Oslo companies qualifies today. More of the strong growth happens in the Western region of Stavanger, Haugesund and Bergen. The last three years more companies from the Trondheim region has entered the Fast 50 list. Text: PER GJØRVAD per.gjorvad@oslobusinessmemo.no Photo: GORM K. GAARE gorm.gaare@oslobusinessmemo.no VZT - @vzt_no Oslo has its Green Guide, a guide to

those who wish to live more environmentally friendly in the capital. #whyoslo http://gronnguide.no , http://vzt.no

Top 1 0 startups According to Startup Norway these companies are Oslo's 1 0 hotest startups.

- The coolest companies in town, says Startup Weekend organizers Frode Jensen and Maja Adriansen . The list is presented in tech-website digi.no, where you can read more about the companies.

1 . WeVideo. Video editing and publishing service. 2. ProxDynamics Micro helicopters for use in e.g. police, fire brigades and defence. 3. Stay.com . Travel planner service. 4. cXense. Web advertising service. 5. bMenu / bMobilized. Converting web pages to mobile friendly html5. 6. ForgeRock. Raised USD 7 M to develop open source Sun platform Open SSO. 7. Soundrop. Popular Spotify add-on. 8. CFEngine. Server automation & configuration soulution. 9. WeWantToKnow / DragonBox. Gaming based mathematics app. 1 0. Artplant. Gaming, 3D. Induct Software - @inductopen The highly educated

" Tech Talent pool" in Oslo makes this city attractive for entrepreneurs and startup-businesses. #whyoslo http://inductsoftware.no OSLO INNOVATION MAGAZINE 201 2

300 mill. kroner til nyskapende prosjekter Vi finansierer gode prosjekter IFU og OFU er innovasjon Norges mest kraftfulle støtteordning, og en stor del av kundene kommer fra Oslo og Akershus. Vi tilbyr tilskudd til bedrifter som satser på innovasjon for å utvikle nye produkter, løsninger eller tjenester i samarbeid med en krevende kunde.

Du får mer enn penger √ Veiledning, kompetanse og kvalitetssjekk √ Hjelp til forretningsutvikling √ Kartlegging av markedspotensialet √ Tilgang på et internasjonalt nettverk √ Vi har løpende søknadsbehandling √ Elektronisk søknad √ Les mer på www.innovasjonnorge.no

Vi gir lokale ideer globale muligheter

Kort om IFU og OFU Definisjoner Forpliktende samarbeidsavtaler: −IFU (industrielle forsknings- og utviklingskontrakter) = mellom norske leverandørbedrifter og en krevende kundebedrift i privat sektor −OFU (offentlig forsknings- og utviklingskontrakter) = mellom norske leverandørbedrifter og norske offentlige virksomheter.

Hensikten med IFU-kontrakter? 1. Utvikle konkurransedyktige produkter i et internasjonalt marked 2. Utvikle industrielle nettverk og miljøer 3. Gi leverandørbedriftene tilgang til ny kompetanse, globale nettverk, strategiske partnere og internasjonale markeder gjennom et forpliktende samarbeid.

Hensikten med OFU-kontrakter? 1. Bidra til å modernisere offentlig sektor 2. Skape et forpliktende og målrettet samarbeid m ellom norske innovative leverandørbedrifter og norske offentlige virksomheter (kommuner, fylkeskommuner, statsetater, sykehus, forsvaret m.fl.)

Over 200 IFU/OFUprosjekter startes opp årlig. Bevilgninger på over 300 millioner kr. utløser totale prosjektverdier på over 1 milliard kr. Det er ingen tematiske eller geografiske begrensninger. Vi ser etter de beste prosjektene!

Nøkkelbegrep • Nytt produkt/ny tjeneste • Risikoavlastning • Reduserte utviklings- kostnader • Referanse • Markedsintroduksjon • Markedskompetanse • Skreddersydd løsning • Innovativ og moderne løsning • Styrket utviklings kompetanse • En kompetent leverandør • Vinn-vinn

PROFILE

A LONG WAY Commis-

Commissioner Bjercke's Method

sioner Bjercke has committed himself to make Oslo the place where international companies establish their innovation divisions, Hallstein where students come to Braathen study, and researchers Bjercke come to make their next scientific breakthrough. Born May 5 1 977 Even if some of the institutions that will conCommissioner stitute the core of the fufor culture and ture profiling of Oslo are in business develplace, the City Governopment, Oslo City Government ment has a long way to go before a common strategy Venstre (Liberal) is established. Step one is to rate Oslo against it's peers in other Nordic countries. - The first task is to rate Oslo's attractiveness relative to comparable cities in Northern Europe: Helsinki, Copenhagen and last but not least Stockholm. The latter has already achieved a lot, according Bjercke. Stockholm's ability to make foreign companies establish their main offices in Swedens's capital has inspired the 35 year old politician for the Venstre party. - Stockholm has faced many of the challenges relating cooperation between different institutions we now meet in Oslo. The work that has been done in Stockholm in order to make businesses, colleges and universities work together, should be studied by Oslo, says Bjercke, who will look to Sweden for inspiration, if not in order to mimic our eastern neighbors choice of grand slogana. Stockholm has chosen to call herself " The Capital of Scandinavia" . LACK OF SUCCESS Bjercke paints a picture of internal turmoil and a

lack of real cooperation between the different the actors that profile Oslo internationally. He points among other examples to the unsuccessful cooperation between the Oslo and Akershus counties, and to the negative evaluation that Oslo Teknopol received a couple of years ago. - Visit Oslo, Ă&#x2DC;stlandssamarbeidet, the region's largest businesses and the University of Oslo are all examples of actors who inDeloitte Norge - @DeloitteNO 1 9 of 50 technology

companies from the Oslo area on prestigious list in 201 1 . #whyoslo http:// deloitte.no OSLO INNOVATION MAGAZINE 201 2

Oslo will not become more attractive for international students, businesses and high-tech research until the institutions that today profile the city internationally can agree upon a common strategy. The City Government's Culture and Trade Commissioner Hallstein Bjercke has until the election year 201 5 to rally all actors around a common profile for Norway's capital.

dependently operate their own profiling of the city. Our concept is to have all of them agreeing upon the same plan for making Oslo more attractive. This does not mean that the profiling work all of those institutions do will be identical but that their work should be coordinated. What we see today is quite frankly a mess. We need to get everyone to pull together, says Bjercke. The Commissioner is in a hurry. The work has started, but is far from being concluded. The next city council election will be held in 201 5. By then Bjercke's work must be concluded. For which industries do you think Oslo should make itself particularly attractive? Will it be IT, medical technology or energy?

- I do not believe it is up to us politicians to chose which industries we should aim for. Such considerations will be left to the business community itself. If we single out individual industries, we make the same mistake as the country's Government under Prime Minister Stoltenberg has done. It causes all support budgets to be used in those chosen industries and it causes the politicians to develop political blinders. If new innovative companies appear that fall outside of the decided focus, these companies will not get our attention, however good they are at what they do. We must focus on the best innovations regardless of what industry they belong to. Oslointlclub - @Oslointlclub OsloInternationalClub.com is largest arena in Norway for expats/repats, doing 2 reception-style int'l events at #OIW #whyoslo http://www.oslointernationalclub.com

One of Bjercke's main goals is to attract the attention of more foreign companies and to help them establish their innovation divisions here.

- Most companies that establish themselves here do it because they need a distribution arm into the Norwegian market. We find exceptions in oil and energy, where many companies see the value of being represented in both Oslo and on the west coast. Search technology (Microsoft) and IT health (HP) are other exceptions, but we can do much better.

How can you make Oslo a place where an innovative idea will receive the funding it needs?

- I do not buy the lamenting about a lack of investment capital. There is money available. Too much capital is tied up in real estate, but there is enough capital to fund the really good ideas, says Bjercke. He doubts the value of public funding of new businesses. - Public funding can end up in being counterproductive. - In other words: You don't worry about the fact that the state investment found Innovasjon Norge spends so little of its money in Oslo?

- The activities of Innovasjon Norge are more about supporting rural Dilek Ayhan - @dilekayhan Not having deep cultural

capabilities and language skills can be a significant disadvantage when entering new markets. http://alarga.org

areas than supporting innovation. It would be a better idea to spend those funds where they create profit, but their focus is as it is. - Will there be a place for art and culture activities in the future profiling of Oslo?

- Apart from being a reason in itself to come to Oslo, there is an underexplored business potential in our city's cultural life. Exciting activities in the fields of music, film and culinary art are already attracting international attention. Helsinki's effective profiling of itself as the design capital of the world is an example of the role art and culture can play in the marketing of a city. Although Hallstein Bjercke's effort to consolidate the international marketing of Oslo is far from completed, some platforms for the future work are established. He mentions the newly established Næringsselskapet and the lesser known Kunnskap Oslo, where the city gathers Oslo's knowledge community. Both will play important roles in the new Oslo's new international profile. Text: TELLEF ØGRIM tellef.ogrim@oslobusinessmemo.no Photo: GORM K. GAARE gorm.gaare@oslobusinessmemo.no Gründernes Hus - @grunderneshus We build an

environment where people with ideas meet those who can help to put ideas into practice. #whyoslo http://grunderneshus.no OSLO INNOVATION MAGAZINE 201 2

We all want to be noticed We all want to move forward. We all want to matter and stand out from the crowd. Entrepreneurs are visionary and pioneering companies who are courageous, confident and tenacious. They are striving to succeed in a business world that has changed, walking an uncertain road, neither afraid of failure nor deterred by it. They embrace a wide spectrum of challenges, because they know that without it there is no growth. And without growth, there is no reward. At Deloitte the vision and thinking of great companies meet the power of business growth insight. Entrepreneurs and pioneers gain advantages with the strategy and decisions that we can provide. Grow your ideas with Deloitte. Audit & Advisory – Consulting – Tax & Legal – Financial Advisory

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/omoss for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. © 2012 Deloitte AS

URBIZ

The travel of ideas A good idea may come out of the blue. But it´s more likely to be the result of hard work. As the pace of innovation gets ever faster the more important it is to have those small and big bright ideas. But how do you get creative? RUN WILD -A good start is to let different cultures meet, ideas run

wild, and still have an idea about the direction you´re going. The city of Oslo is moving in this direction. Oslo has well-paid jobs, a highly educated workforce and lot of young creative people. It also has an urge to be something new – a feeling that is similar to the city where i live, Berlin. Both cities has something “unfinished” about them. So there´s no wonder young Norwegian and German entrepreneurs tend to travel between the the two hubs.

Dag Yngland Norwegian journalist based in Berlin specializing in technology, energy, economy and politics.

CREATIVE PARTNERSHIP Ralf Fröhlich, the director of the Berlin

based communications agency “Himmel & Jord” (Heaven & Earth) has been following this process for the last 1 0 years. His company has served Scandinavian companies and the Nordic embassies – as well as the EU-Commision, German business and political parties. - It seems to me there is some kind of creative partnership between Germany and the Nordic countries. Very often new trends and products tend to pop up early in Scandinavia. However, the Scandinavians have a limit in their relativelly small populations and markets that are saturated in a short time. German industry tends to be better in producing and marketing for huge markets. They often set technical standards for the EU and the world, Fröhlich said. A CRADLE The cell phone is a good example. Today it´s our most

beloved little gadget, but it started life in the Nordic NMT technology in the 80's - a service originally developed for keeping fishing boats along the rough Norwegian coastline in touch with the home base and each other. The Swedish industrial company Ericsson developed the sophisticated hardware. Later a Finnish rubber boot producer, Nokia, brought the elegant design. The modern cell phone was born. But it was not until the two international giants, Deutsche Telekom and Vodafone/Mannesmann, entered the business in the 90's that the mobile game changed into global business. Scandinavia is a cradle of creativity, but we sometimes need partners to get our ideas off the ground. Let your ideas run wild! dag.yngland@gmail.com

Radical innovations growth and wealth creation

Kjeller Innovasjon generates and develops ideas from research and business by means of active collaboration with more than 20 partners. Our primary focus is in the fields of energy, the environment, health, biotechnology, IT and civil security. Every year we develop more than 30 projects and follow up about 15 start-up companies. Together with the venture capital company Televenture Management, Kjeller Innovasjon has launched and developed a unique funding structure which facilitates comprehensive investment in start-up companies during the early phases. Read more about us at www.kjellerinnovasjon.com and www.innovasjonssenter.campuskjeller.no OSLO INNOVATION MAGAZINE 201 2

CULTURAL INDUSTRIES THE REASONS WHY Oslo has a unique con-

cert schedule and hosts more than 5500 live concerts a year. The capital has a large variety of venues, everything from formal scenes to small basement clubs. How did Oslo manage to become the leading music city of Europe? - Voluntary work, entrepreneurial spirit and accessible premises to low-threshold culture activities, says Runar S Eggesvik. Eggesvik is a culture entrepreneur himself. He has extensive experience from having served in a number of music organizations and festivals and establishing entertainment places and clubs. His current title is “trouble shooter” in a cultural project agency, also called “Trøbbelskyter” (Trouble shooter). Eggesvik is a.o. board member of Oslo Jazz festival.

Absolute music

Oslo is the Live Music Capital of Europe. That ought to be music to the business community’s ears. by the French event “Fête de la Musique”, the world's largest international music festival. MFO came to Oslo in 1 992. The size of the event has grown dramatically in recent years, from 1 0 venues in the late nineties to about 30 in 201 2. Its purpose is to promote

THANK YOU THON - Physical houses do not

create atmosphere, but creative environments create meeting places, says Eggesvik. He sees access to low budget premises of vital importance to a living and expanding cultural life. Eggesvik is hugely grateful to one of Norway’s leading and richest property owner, Mr Olav Thon, aged 89. The Olav Thon Group owns about 450 properties in Norway, of which 59 per cent in the Oslo region. - Olav Thon has been crucial to lowthreshold culture activities. He has given clubs and musicians access to old, out-of-use buildings, at a livable rent, says Eggesvik. One of the music places Eggesvik established years ago, Café Mono, proves his saying. Mono presents music in a wide pop/rock- concept, which also includes folk / country, electronica and jazz. Eggesvik is afraid that Oslo can lose its live music dominance. He warns town planners against densification. - The whole city can benefit by making empty premises available and affordable on a temporary basis. Let people use them. It takes participation to develop a living city. People and activities create the surroundings, says Eggesvik.

PICTURES 1 - A music-loving audience, a large selection of venues, eager producers and local talent makes Oslo a music city out of the ordinary. PHOTO: VisitOSLO/Nancy Bundt 2 - Oslo World Music Festival presents music from all over the world including one of Norway’s most well-known jazz musicians and composers Jon Balke’s international dream project “Siwan Jadid”. PHOTO: Oslo World Music Festival 3 - Margaret Berger performing at the music industry festival " byLarm" . Photo: Gorm K. Gaare 4 - Three year of experience helped Miniøya to crack the youth festival code. The organisers promise to continue to surprise and excite their tens of thousands festival guests. PHOTO: Jan Ove Brenden/Miniøya

music in two ways: Amateur and professional musicians are encouraged to perform in the streets and many free concerts are organized, making all genres of music accessible to the public. 2) Grünerløkka Lufthavn (Grünerløkka 1

IMPORTANT INITIATIVES According to

Eggesvik, is Oslo’s live music success the result of three initiatives: 1 ) Oslo Music Festival (MFO), is inspired AHO - @AHO_Oslo In the current economic climate,

the PhD education system is well-funded, wellorganised and offers very good working and learning conditions for PhD candidates. #whyoslo http://aho.no OSLO INNOVATION MAGAZINE 201 2

DogA - @dogaoslo It is possible to access Oslo on foot

through the city and see new treasures for each quarter you go. #whyoslo http://doga.no/

27 Airport) is a non-profit organization, founded in 1 994, that runs a cafe with a stage, an art gallery and rehearsal rooms for more than a hundred musicians and artists. 3) Blitz has since 1 982 worked as a selfgoverned youth house and a centre of radical activism in Oslo. The house contains a.o. a cafe, RadiOrakel (the world's oldest female radio), rehearsal rooms for bands and an important stage for punk, hard core and other subcultural expressions. Norwegian Rock Association and Active Female Culture (AKKS) started at the Blitz house. The cultural competence centre has trained youth into highly qualified music and event organizers. Eggesvik is not impressed with what the municipality of Oslo has contributed, either money or strategy wise, to establish Oslo as a music city

But the City of Oslo has been behind these three important and successful municipal initiates, says Eggesvik. UPPER AGE LIMIT Norwegian has its own

term for voluntariness: “Dugnad”. - The Norwegian culture of volunteering is essential to the cultural life. Free contributions are clearly beneficial for the organizers, but it is also an excellent recruitment arena. We have many examples were volunteer work has ended up as business, says Eggesvik. Norway has a unique music and culture festival for children and youngsters: Miniøya. The festival was arranged for the first time in 201 0. Every year the festival is attended by between 1 0,000 and 1 2,000 people. Before,

Physical houses do not create atmosphere Runar Eggesvik, troubleshooter. Turn page!

aktivioslo - @aktivioslo

Oslo’s best music guide http://aktivioslo.no/hva-skjer/konserter-og-musikk

Oslo Cancer Cluster - @elikirand Northern Europe’s

largest comprehensive cancer centre is found at Oslo University Hospital, Radium #whyOslo http://oslocancercluster.no OSLO INNOVATION MAGAZINE 201 2

28 during and after the two-day festival around 400 volunteers are working. - Miniøya is noticed abroad, especially for the broad range of content. We present a variety of music genres and dance, theatre, visual art, film and other visual forms of expression. We get a lot of attention because a quality festival with a large diversity of culture and entertainment for children is quite unique, says Louise Winness Prestgard, manager of Miniøya.

The festival works in partnership with established cultural institutions and with other artistic groups. Miniøya is a festival exclusively for children and young people. It is a festival with an upper age limit of 1 6. Anyone over 1 6 can only be admitted if he or she is accompanying children. THE FESTIVAL WAY Eggesvik’s business

“Troubleshooter” used the rock festivals’ way of thinking and acting, when they staged a food and drink festival in March 201 2." A huge success" said the press reviews. 35,000 people visited the festival, which was an appetiser before the official opening of Norway’s first food hall. - We worked for only two months. We used posters and headliners, and social media. We reached a vast audience, says Eggesvik. He praises the property developer Aspelin Ramm for asking for help and advices from unconventional sources. “Aspelin Ramm's dream has always been to build bridges, not literally, but by building bridges between past and future. Between different cultures and age groups, between culture and commerce”, the property developer says in its company presentation. One of their slogans is: " Different ideas require different rooms" . Text: INGRID SCHIEFLOE

PICTURE Troubleshooter Runar S. Eggesvik transfers cultural values and mindset to the corporate world.

ingrid@oslobusinessmemo.no Photo: GORM K. GAARE gorm.gaare@oslobusinessmemo.no

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OSLO INNOVATION MAGAZINE 201 2

NOBEL PRIZE CANDIDATE Norway is ranked the world’s 9th most effective country at using the Internet to improve people’s lives. WEB IMPACT The first annual Web Index is an attempt by the World

Wide Web Foundation to evaluate the state of the Web in 61 countries. Six of the top 1 0 countries are European. Sir Tim Berners-Lee and Web Foundation autumn 201 2 launched the Web Index - a new country-by-country global study that measures the impact of the Web on the world’s people and nations. - The Web Index was created to measure the state of the Web in the world. Each country will see not only where they rank compared to others, but also what the World Wide Web Foundation thinks they need to do to improve, Sir Tim Berners-Lee said.

Web improvement PICTURE Tim Berners-Lee proposed Nobel Peace Prize candicate. PHOTO: Wikimedia Commons/ Paul Clarke

NOBEL CANDIDATE Sir Tim Berners-Lee is the founder of the world

wide web, and a Norwegian alliance of different ICT-organizations have launched Sir Tim Berners-Lee as a candidate for the Nobel Peace Prize. Truls Berg, a veteran in the Norwegian ICT sector, is heading the campaign. - The Norwegian Nobel Committee has already widened the peace concept to include people working for humanity. That`s why we believe it`s time to give Sir Tim Berners-Lee the Peace Prize, Berg says. Only past winners, the Nobel Committee and members of Parliament can nominate candidates forthe Peace Prize.

Congratulations to FXI Technologies! We chose FXI Technologies and their Cotton Candy as the Norwegian winner in Logica’s global innovation contest. The Cotton Candy allows a single, secure point of access to all personal cloud services and apps through your favorite operating system.

Well done!

OSLO INNOVATION MAGAZINE 201 2

BLOGGERS

Significant www-voices

Innovative players in the Norwegian capital share their ideas and experiences in the bloggosphere. Balancing the pink chit-chat, these five bloggers adds substance to the webflow.

Fighting for Innovation 2.0 When Karl-Christian Agerup, CEO at Oslo Innovation Center, write on his blog " Innovation 2.0" he stresses the need for change in the way politicians organizes startup investments. In one of Agerup's latest blogs, he challenges the government white paper on innovation. A four on the dice is Agerup's vote. It is difficult to establish one's own business in Norway, argues Agerup. The government should make stronger efforts to help entrepreneurs through the initial startup phase. Secondly Agerup argues that the complicated system for government funding should be seriously rationalized and simplified. Thirdly there is a strong need to solve the problem of lacking private investment interest in early face companies, advocates Karl-Christian Agerup - himself an experienced entrepreneur and co-founder of both Hugin and Nortzone Ventures. Chances to succeed as an entrepreneur and business founder are greater when you have a working environment used to think business and international. Now he is working to make this vision real at the Innovation Center.

Daddy's girl Tinteguri

The kitchen party goes on

She has become a hit in the Norwegian corporate blogosphere. Anita Krohn Traaseth, CEO at Hewlett Packard Norway. Her personal management reached more than 0.2 million reads after a month. She has developed a female corporate blog style, with extraordinary openness from a chief executive officer. She blogs openly about her own experience as unemployed. She also published her application for the top job at HP.

Jørgen Helland, consultant at Halogen AS, edits and blogs " Kjøkkenfesten" (The Kitchen Party). Sharp analysis of trends in the fast growing digital media industry, is one of Helland's favourite pasttimes in his blog. He even advises managers to consider quite carefully whether to start blogging or not. To write interesting content is a time-consuming affair, Helland warns corporate managers. Maybe he can offer SoMe help for the needy?

Speak out at Dærnt's corner

Social media challenges

Morten Dæhlen, professor and head at Institute of informatics, University of Oslo, is a really busy blogger. He is, not surprisingly, occupied with questions regarding education. He bluntly blogs that digital competence, to operate a mobile or a tablet, doesn't mean you understand what happens in the fast developing informatic system embracing us all. The need for deep ictknowledge is overwhelmingly.

Cecilie Staude, lecturer in social media at Handelshøyskolen BI, is both a busy tweeter and blogger. She is about to publish a book with co-author Svein Tore Marthinsen on the impact of web and social media on society. As a teacher, Staude faces loads of work in the future: The competence on social media is still at a very low level. It is about drawing the line between the private and public arenas.

Vulkan Oslo - @Vulkanoslo It happens at Vulkan.

#whyoslo

http://vulkanoslo.no OSLO INNOVATION MAGAZINE 201 2

Style Of Eye - @styleofeye Oslo was wicked last night,

thank you! !

http://facebook.com/styleofeyeofficial

PANTENTING BYPASSED - The lawsuits are flying between

the mobile giants Apple and Samsung. The patent wars are about market shares and billions of dollars. In general, the number of patent lawsuits are increasing, which are also noticeable in Norway. - We receive too few design protection applications from Norwegian companies, and it worries us. The level of patent applications is also low. We are far below the levels in other Western countries, says section leader Marie Rasmussen, and patent examiner Elen Margrethe Brendeford at the Norwegian Industrial Property Office. NEGLECT - Norwegian players neglect

themselves and are being bypassed. Wake up Norway, says lawyer and partner Lill A. Grimstad in the patent agency Bryn Aarflot AS. International conventions and agreements allow a patent or design application to be applied to Norway, it`s just an extra check in the application. International players make use of this to a large extent, especially in the design protection area.

Neglecting their rights

Norwegian innovative companies are too lazy to secure patent and design protection, while foreign companies are bombarding the Norwegian Industrial Property Office with applications.

DISPUTES - We have seen an explosion of

design protection for international players in Norway, says Lill A. Grimstad. Patent density increases and hence the manoeuvering room for Norwegian players decrease. This has led to proliferation of disputes relating to patent, design and trademark rights in the courts, according to Grimstad. - To obtain patent and design protection is a cheap investment, compared to what is used on innovation and product development. But we assume that people still believe there are significant costs involved, says Marie Rasmussen of the Norwegian Industrial Property Office.

PICTURE

Lawyer and partner Lill. A. Grimstad in Bryn Aarflot AS.

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EU innovation race RAISED AMBITIONS EU is planning to invest more than EUR 3 billion to create

600 new companies and train 20,000 Master Students and PhDs through new Knowledge and Innovation Communities (KICs). How can the Oslo region be positioned in this plan? NEW IDEAS - We must be part of that race otherwise we can be left behind,

demands innovation architect Tore Taraldsvik, member of The Norwegian Polytechnic Society. His definition of innovation is: “Executing new ideas to create value – for people”. The EU Body “European Institute of Innovation & Technology (EIT)” has created integrated structures: Knowledge and Innovation Communities (KICs), knowledge triangles which link the higher education, research and business sectors to one another thereby boosting innovation and entrepreneurship. KICs can be a model for collaboration to get ICT in the Oslo region on the world map. One of the future themes for new KICs includes “Human Life and Health”. It is to be set up in 201 4. Oslo can seek to be a co-location centre. WORLD CLASS - The Oslo region has opportunities to create a world class PICTURE Androulla Vassiliou, Member of the EC in charge of Education, Culture, Multilingualism and Youth has visited EIT ICT Labs in Stockholm. PHOTO: © European Union 201 1 PE-EP

knowledge triangle in the world of health / welfare technology. The region has the money and the brains. It all depends on the collaboration and management, says innovation architect Tore Taraldsvik. redaksjonen@oslobusinessmemo.no

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15.–19. October 2012

Monday

october

opening symposium The role of the big cities in driving innovation and growth ORGANISER

Oslo Innovation Week

time 13.00–16.00. place Oslo

Lunch at 12.00

october

Norwegian investment forum

SOCIAL INNOvation camp eKSpress organiser World

Wide Narrative,

Husbanken and Leieboerforeningen time 09.00–13.00

and Musikkbyen Oslo

time 13.00–22.00 place Tordenskiolds

gate 3

TERTULIA–InternATIONAL evening with cutting edge ideas organiser Oslo

International Club,

Oslo Global Mobility Forum and Oslo Cancer Cluster place Adress PRice 100

time 08.00–16.00

time 08.45–10.30

time 17.00–19.30

place Quality

place Sandakerveien

PRice 3999

Hotel Expo, Snarøyveien 20

place

forening and UiO

Institutt for informatikk,

Gaustadalléen 23

entrepreneurship idol female fever: think big!

organiser Ungt

organiser Damefeber,

time 08.30–15.30

Patentstyret and

SINTEF Bedriftsutvikling place Håndverkeren, PRice 400

Entreprenørskap Oslo

place Middelthuns

gate 27

fra research to business organiser Universitetet

organiser OREEC,

Nordic Energy Research,

Kjeller Innovasjon, Hynor and Fem

time 09.00–16.00

Innovation Camp for researchers time 14.15–16.00

place Den

Open for all

Kirsten Flagstads plass 2

for miljø og

biovitenskap

time10.00–15.30

norske Opera & Ballett,

place Fredrik

Entrepenørskap Akershus

Registration is at the schools. Activities are taking place on managers’

A. Dahls vei 8,

organiser Gründernes

time 17.00–20.00 place Oscars

gate 27

Norsk Form and

place DogA,

Hausmanns gate 16

Café scientifique– science at the pub

organiser Norsk

Form and

Laerdal Global Health gate 16

Including a curator talk at the Design

organiser Oslo

International Club and

Oslo Cancer Cluster time 18.00–19.30 place Café

Sjakk Matt Tinghuset, C.J.

Hambros plass 2

Without Borders exhibition.

the mobile as a channel for value creation practical use of social media organiser Positiv time All

Opplæring

day

PRice

organiser Young

retailers and

Oslo Handelsstands forening time 17.30–21.00

Fjordhotell,

Slemmestadveien 65

the Oslo Innovation Week programme, straight from thedesigner @cmolsen http://bit.ly/QBpgGq #oiw201 2 #whyoslo http://forskningsradet.no/maroff

organiser Designlab,

integrated innovation supports mothers and infants

place Holmen

MAROFF - @MAROFF_RCN RT @OsloKU Final finish on

WORKSHOP in design and innovation in society

Landbruksmuseet, Campus UMB

Hus and

Gründerforum Live

Ibsensgate 100, Solli plass

Invites only

place Hausmanns

search for investors with online tools

PRice 150

time 12.00–15.00

time 18.00–19.30

Handelskammer

Arkitektur- og designhøgskolen i Oslo

manager for a day organiser Ungt

organiser Oslo

place Henrik

Rosenkrantz gate 7

how to get capital partners for growth businesses – matchmaking

time 15.00–20.00

Registration at schools

KL 10.00–16.00

given on registration

OSLO INNOVATION MAGAZINE 201 2

wednesday continued

organiser Polyteknisk

and

Forskningsparken

work places.

time 18.00–22.00

october

organiser Patentstyret

organiser VentureLab

innovation in renewable energy

organiser Mesh

the oslo region and innovation in health and welfare technology

Fredensborgveien 24 D

INNOVATION DEFINED!

wednesday

international protection of patent, design and brand

City Hall

Engegaardkvartetten will entertain

place 657,

tuesday

place Karl PRice

Johans gate 37A

100 kr for non-members

3490 kr

Berit Solli - @bsolli Old and strong institutions gather

forces with simmering new entrepreneur houses at http://www.oiw.no #oiw201 2 #whyoslo http://oslo.teknopol.no/

thursday continued

friday

entrepreneurship day 2012

EntrepReneurs in motion

organiser Forskningsparken

organiser NIEC

transitions in the main global markets – the need for different mindsets

Oslo startup weekend: become and entrepreneur for the weekend

organiser Innovasjon

organiser Oslo

thursday

october

and

StartupLab

time 10.00–17.00

time 09.30–15.30

place Felix

place Gaustadalléen

konferansesenter,

Bryggetorget 3

With Rasmus Ankersen, Facebook,

PRice 3500

Technology Ventures

how to be successful with and through innovation in established businesses? organiser Connect

Norge,

Induct Software and Bekk Consulting

time 15.30–17.15

time 13.00–17.00

place Skur

39, Vippetangen

Awards

social innovation academy the boardroom day 2012: the knowledge based board

organiser Partnership

organiser BI

place

time 08.30–17.00

Henrik Ibsens gate 53

price 4990

time 17.00

for change

time 15.30–17.15

Formuesforvaltning,

place

placeTordenskiolds

Innovasjon Norge, Akersgaten 13

organiser Maritimt

Forum Oslofjorden,

Connect and Maritim21

attracting global talent

place Selmer,

Global Mobility Forum + after

place Middelthuns PriCE 3900

Awards and celebrations organiser Oslo

innovation in the property business

place Popsenteret,

Trondheimsveien 2

entrepreneurship school for musicians organiser MØST

- Musikknettverket

Østlandet

MATHALLEN tuesday to friday

time 12.00–16.00

Trondheimsveien 2

Seminars at Vulkan every day to mark the opening week

organiser Start

Maridalsveien 13-17.

Norge

Innovation Week,

place Clarion

Hotel Royal Christiania

Biskop Gunnerus gate 3,

Innovation Forum Norway, First Tuesday time 17.30–22.00 place Oslo

City Hall

Kunnskap and Oslo Byforum

time 09.00–12.30 priCE Kr

time 19.00–

Jim Butler

gate 27

organiser NE

Henrik Fisker

Oslo,

Smug and Popsenteret

Tjuvholmen allé 1

national venture cup final Keynote speaker Tim Berners-Lee

conclusion party oiw

time 08.30–15.00

Oslo innovation evening

time 08.30–16.00

gate 3

organiser Musikkbyen

MaritimE innovation day

place Riksscenen,

organiser Oslo

StartUp Weekend

til søndag kl. 21.00

Workshops on 5 markeds: China, India,

and StartupLab

place Nydalsveien

friday continued

Souteast Asia, Africa and Brazil

entrepreneurship day 2012: innovation warm-up party

place Gaustadalléen

Norge

Seminar

time 12.30–14.30

Bill Reichert and Nathan Gold

organiser Garage

time 09.00

october

network meeting for the cultural industries organiser Norsk

Form, Oslo Teknopol

and Trøbbelskyter

1950

time 17.00–19.00 place DogA,

Hausmanns gate 16

Invites only

OsloKnowledgeUpdate - @OsloKU

Whats going on in the Oslo region business climate? Follow@OsloKU for updates on Oslo's innovative talents, businesses and R&D #whyoslo http://oslo.teknopol.no

Tanya Ferner Heglund - @tfhCom Oslo Innovation

Week: Europes largest Innovation Convention! ! #whyoslo #oiw201 2 http://oiw.no http://oslo.teknopol.no/

OSLO INNOVATION MAGAZINE 201 2

Counting 130 members, - with Medtech and eHealth companies, hospitals, R&D institutions, investors and finance institutions, service providers, design and manufacturing firms. R&D institutions The Oslo School of Arcitecture and Design (AHO) - Center for Entrepreneurship, UiO - Folkehelseinstituttet - Inst. for innovasjon og økonomisk organisering v/BI - Norsk Regnesentral - Norwegian Centre for Integrated Care and Telemedicine, Tromsø - Simula Research Lab - Oslo and Akershus University Collage of Applied Sciences SINTEF - University of Oslo Hospitals & Health institutions Akershus University Hospital - GERIA, Oslo Kommune - Helse Sør-Øst RHF - Lørenskog sykehjem - Oslo University Hospital - OUS Medtech Virksomhet - Sunnaas HF - The Interventional Center, OUS - Østfold Hospital Medtech companies Axis Shield AS - Bakteriefritt AS - Biomolex AS - Brusell Communications - Calpro AS - Cardiaccs AS - Cellcura AS - Changetech - ConceptoMed - Ergo-Nomi - GE Vingmed Ultrasound - Genetic Analysis AS - Gentian AS - Invitrogen Dynal AS - Johnson & Johnson AS - Lærdal Medical AS - Medistim ASA - Neorad AS - Ostomycure AS - Otivio AS - PCI Biotech AS - Photocure ASA Posicom AS - PubGene AS - Redcord AS - RemovAid AS - Sim Surgery - Skannex AS - SpinChips Diagnostics AS - St. Jude Medical Norway - Synthes AS - Tommas AS Urological AS - Vingmed AS - Volusence AS eHealth companies Abilia AS - Accenture - Aluna AS - Ascom AS - Cisco - Computas AS - Corentium AS - CsamHealth AS - Dignio AS - Fimreite AS - Forget-me-not AS - Hewlett Packard - HospitalIty AS - Imatis AS - Isentio AS Keytouch technologies - Linus AS - Lumex AS - Max Manus AS - Microsoft Norge Moreto EDB AS - NAF-Data AS - Novelda AS - Setred AS - Smartbrain AS - Sonitor AS - Tagarno Norge AS - Telenor Norge AS - Telenor Objects - Triangel Software AS Instant Language Aid - Vestfold Audio AS Viju AS - WPR Medical AS

Partnering for HEALTH-innovation Scann the QR-code to read more about the companies presented

Oslomedtech

TTOs AND service-providers Advokatfirma Thommessen Borg Innovasjon - Coventure - Det Norske Veritas (DNV) - DNV Nemko Presafe AS DRIV Inkubator - Get Started AS - Gjøvik kunnskaps-park - Haflan Resources Hedmark Kunnsk.park - Inven2 - Landmark AS - Link Medical - Mosseregionens Næringsutvikling AS - Nemko - Norma Aps - NTNU Tech Transfer - Teknologisk institutt - Trial Form Support - VWR International World Courier - 4 Health Innovation AS Investors Birk Ventures - DnB ASA - Forskningsparken - IT Fornebu - NeoMed Management - Sarsia Seed - Springfondet Design & manufacturing Prevas Development AS - DesignIT Oslo AS - Eggs Design AS - Halogen AS - Hapro AS - Hotswap AB - ITP Group AS - K8 Industri-design AS - Kongsberg Devotek AS - OMNI AS - Simpro Defence AS - Techni AS - Tronrud Engineering