On the surface of Norwegian design and communication you will find 07 Media. This is a media-house that spans its production from videography, web design- and programming, graphic design and printing.
The width of expertise might arise from its origin, where smaller companies of different, but coherent crafts joined forces to form this powerhouse. This merging of companies serves to place 07 media in a perhaps especially broad market position within the design industries.
I say this because, as it may be primarily concerned with graphic design at its core, this core also stretches out to the architecting of exhibition stands and designing of interfaces for screens. 07 might have obtained its relatively large market share because of the many different disciplines within the design industry it covers, which would make it easy to depend on for its customers; whatever they need, 07 is their guy.
Graphic design falls into a category of specialized design that involves many different disciplines, but about 50 % of designers in the UK within this category are self-employed. On the other side, about 60 % of employed graphic designers in the UK hold a degree. If the same holds true for Norway, then half of 07s competition is self-employed, wherein many might not possess a degree. This may again have an effect on the width in competence. As professionals in the field are more and more expected to hold both a degree AND some knowledge about programming, lone specialists seldom survive in this market, as there is little to no division of labor. The Norwegian labor market is generally full, as there are many designers, but designers generally seem to be more productive than the average worker. Design firms don’t need many designers to meet their customers demand, but what they seem to need is a broad skillset. This is thinkably necessary in a case where a customer needs a complete visual makeover, which would include a makeover of websites. Assigning one firm to do all this, including printing, could have an impact on how well the new design works.
Furthermore, could it be possible that 07 might appeal a bit extra to larger firms, as they produce exhibition stands as well? Large firms often seek exposure at exhibitions, and if the exhibition is themed, they will compete for attention with their equals. If you consider the marketing principle that it’s easier to keep old customers than acquiring new ones, then these customers could potentially be large, but stable sources of income.
In a market situation where survival of the fittest is law, 07 seems to make good use of all available weaponry. But even if the market is very much swamped on most accounts, is bigger always better?
Making sense of art and design industries 