A recent analysis from the Danish Chamber of Commerce provides valuable insight into how Danish companies use cloud services—and whether they want to move away from non-European providers. The findings are particularly relevant in light of recent geopolitical tensions over Greenland, which once again highlight Europe’s vulnerability to technology dependencies.
The analysis shows that almost 9 out of 10 Danish companies using cloud rely on American providers. This illustrates a significant dependency and highlights the operational and financial risks Danish businesses—and the public sector—face today. At the same time, many organizations cite geopolitical uncertainty and regulatory compliance as reasons for preferring European alternatives.
But if the demand exists, why are so few companies using European cloud providers?
The report points to a clear barrier: a lack of awareness and knowledge about European cloud solutions. For many Danish companies, the competitiveness and maturity of European providers remain largely unknown. Without that understanding, management teams find it difficult to assess alternatives that could reduce risk and strengthen digital resilience.
So the question becomes: who bears responsibility for closing this knowledge gap?
When my colleagues and I began hosting market dialogues on European cloud last spring, one thing quickly became clear: the need for information is enormous. Most conversations started with the basics: what digital sovereignty means and what the current threat landscape looks like. Once that foundation was established, the appetite to explore the technology itself increased.
And many participants were surprised. European cloud solutions today are mature, feature-rich, and supported by growing platform ecosystems. They meet European regulatory requirements and comply with strict industry and security standards. In other words, there are real alternatives capable of supporting modern business needs. The next step is for organizations to evaluate these platforms and determine how they align with their specific requirements.
Naturally, part of this responsibility lies with European technology providers like us. We must continue to raise awareness and make it easier for businesses to understand their options. But the Danish Chamber of Commerce analysis also highlights that the need for dialogue remains fundamental.
So here is my challenge to business leaders: Lean into the agenda. Seek insight. Start the conversation.
Personally, I have often heard: “We know you are there, but we don’t need to learn more.”
Perhaps the time to reconsider that position has arrived. We believe we operate one of Europe’s leading cloud platforms, and a new market study from ISG supports that view. But ultimately, every organization must decide what matters most to them.
Interestingly, the drivers differ across industries:
Across sectors, however, one theme is emerging: Digital sovereignty is becoming a key pillar of business resilience.
So the real question is: What is your driver for taking action?
