the drivers of ecommerce - anvr€¦ · source: idc connection, content & creativity | toon...
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Toon Bouten, TOMORROW FOCUS
ANVR-Congress , Cypress 2014
The drivers of eCommerce
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TOMORROW FOCUS:
The Content-driven Online Consumer Company
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58.8%
0.6%
40.6%
Burda Digital GmbHManagement Board & Supervisory BoardFreefloat
Shareholdings
Key facts
Headquarters: Munich, Germany
Employees end 3Q2014: ≈ 800 employees
Share capital: EUR 58,313,628
Admitted to Prime Standard
Share price November 6th 2014: EUR 3.35
Market capitalisation: EUR 195 million
Revenue and EBITDA 2005 - 2013
53.365.6
74.9 77.1
92.2
128.2135.9
149.1
188.6
0
20
40
60
80
100
120
140
160
180
200
2005 2006 2007 2008 2009 2010 2011 2012 2013
Revenue
2.6
7.6
11.29.6
12.6
18.2
21.4
23.8
38.0
0
5
10
15
20
25
30
35
40
2005 2006 2007 2008 2009 2010 2011 2012 2013
EBITDA
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We monetize content
Page 3
Segment Travel Subscription Advertising
Market Online-Booking Online-Services Display Advertising
Brands
Content User generated Professional
Monetization Commission Subscription Advertising
Business size 2013e* > EUR 110 m. > EUR 30 m. > EUR 35 m.
* Revenue of segment „Other“ (TOMORROW FOCUS AG and Cellular GmbH) not included
15.11.14Connection, Content & Creativity | Toon Bouten
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The Travel segment benefits from its strong brands ...
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Leading hotel rating
and booking portal
for package
holidays in DACH &
Poland
Leading hotel
rating and booking
portal in the
Netherlands
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Tomorrow Travel Group : The leading European travel review site
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6 + 7Country offerings1
9Languages covered
European focus
10MUnique visitors
per month2
120KNew reviews
per month2
Strong community
11MReviews3
240KHotels, restaurants,
PoI covered by reviews3
High quality content
6MMobile
unique visitors2
3MApp downloads3
Mobile excellence
>120Tour operators
Strong product base 530KHotels bookable
1.4MPassengers
2013
Broad customer base612KBookings
2013
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Tomorrow-Focus Companies sharing Connection, Content &
Creativity activities
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Connection
Creativity
1
3
Content
2
Providing a unique user experience on all devices -
any time, any place
Delivering highly relevant content by being closer to the
customer
Delivering true customer value through innovative features
based on big data and deep customer insight
1
Connection
2
Content
3
Creativity
Area Description Examples
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1
Connection
„Providing a unique user
experience on all devices -
any time, any place“
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Smartphones and tablets already cumulate to more than 3/4 of all
currently sold internet devices and highlight the relevancy of mobile
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Sales of connected devices worldwideIn million units
Source: IDC
148 142 142 143 142 141
202 204 211 223 232 241
722919
10781237
13801516128
191
236
281
319
352
2012 2013 2014 2015 2016 2017
1,200
1,456
1,667
1,884
2,073
2,250
Tablets
Smartphones
Notebook PCs
Desktop PCs
Tablets >
Desktop Pcs
Tablets >
Notebook
PCs
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“Connection” denotes the interaction with users via diverse
devices and applications throughout the course of their customer
journey
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Finanzen100 demonstrates how companies may profit from
this development with a dedicated mobile first strategy
Source: IDC
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Source: www.finanzen100.de
• Focus on user experience
• Develop new features for
mobile use first
• Optimize content for mobile
devices and develop native
applications for specific use
cases
2/3 of Finanzen100 total
traffic is generated by
mobile devices
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„Connection“, however, also comprises addressing the user with
relevant offers fitting his context
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Location based searches are particularly relevant to users
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Use of location based services in Germany 2012 In % of respondents
Source: Fittkau & Mass 2013; Mobile Web & Location-based Services Perspektiven der Nutzer Potentiale fur die Touristik
Multiple answers possible, answers: ‘regular use’ and ‘infrequent use’
Future useIn % of respondents
10.5
18.0
22.2
25.2
34.9
15.2
19.1
74.7
57.2
44.5
30.3
15.8
13.8
10.6
10.6
3.9
route planner
call up timetables from location
search of providers nearby
search of favorable offers nearby
virtual city tour
posting photos/videos with location
check-in services
search of friends nearby
location based games
19.6
12.6
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The physician review portal jameda creates value by consequently
tailoring its offer around this need for local information
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• Geo-targeting and GPS
allow easy access to
physicians where users need
them
• Comprehensive search
functionalities provide
relevant, location based
results
#1 physician review portal
with > 3 millions searches
per month
Source: www.jameda.de
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An optimal design of the factor „connection“, hence, necessitates to
create offers suiting particular contexts and devices
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Inspiration
Booking
Check-In
Boarding
Source: www.lufthansa.com
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In the future, even more radically new offers will rise based on the
increasing merge of both the offline- and the online world
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Source: www.usatoday.com; Source: www.tnooz.com; www.futuretravelexperience.com
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2
Content
„Delivering highly relevant
content by being closer to the
customer”
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“Content” has to be tailored to the individual needs of
users to create true value
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20
56
6461
59
19
10 10
15
19
61
33
2623 22
2005 2007 2009 2011 2012
Information search onlineIn % of respondents
Mainly use of
specialized sites
Equal use of both
search functions and
specialized sites
Mainly use of
search functions
Source: Oxford Internet Surveys 2011, 2012 own projection
Consequently, special interest offers gain relevancy, while generic
search becomes less important
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netmoms is a „One-Stop-Shop“ for all topics concerning parenting
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• Specialized online search
for parental topics enables
strong user experience
• Clear target group allows for
rich and relevant content
• One-stop-shop for all topics
around parenting
Top parenting website
with 1.3 mn UU / month
Source: www.netmoms.de
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The relevancy of content is also reflected by the willingness of users
to share information as essential part of social networks
Monthly time spend on web portals vs. social networks
In billion minutes
Sources: comScore Media Metrix USA panel-only data
0
20
40
60
80
100
120
jun-08 dec-08 jun-09 dec-09 jun-10 dec-10 jun-11 dec-11 jun-12 dec-12
Since June 2011 more time
has been spent on social
networks than on web
portals
web portals
social networks
Dec Dec Dec Dec Dec
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Huffington Post, an innovative news portal, benefits from this trend
with more than 1 million facebook links and likes per day
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Source: www.huffungtonppost.de; * 2012 figures for the entire Huffington Post network
70 mn Articles per day*
450 k Blogger world wide
> 1.600
> 50 k
> 450 kfacebook links per day
> 1 mln
Rele
van
t C
on
ten
t
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reviews
HolidayCheck is one of the pioneers in this realm, supporting its
users to find their perfect holidays by the help of customer reviews
15.11.14Connection, Content & Creativity | Toon Bouten Page 22
Source: www.holidaycheck.com
pictures/
videos
ratings
• Provide users the
possibility to engage and
interact
• Use user generated
content as valuable
information source and
traffic driver
More than 6.8 million
hotel ratings,
pictures & videos
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HolidayCheck together with Zoover is Europe’s market leader for
hotel reviews written by travellers
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• We are creating transparency in the travel
market through user generated content
• TASK – Each traveller should have the
opportunity to gather honest, up-to-date, and
authentic information about any hotel before
booking
• Quality is one of our main goals –
HolidayCheck is regularly audited by TÜV and
Stiftung Warentest
• HolidayCheck has been awarded as best
German hotel review portal*
• Technical check including algorithms and a
manual check of filtered reviews by content
specialists
1
2
3
4
5
TÜV certificate
„Safer Shopping“
6 x
Travel Website
of the year
3 x
test winner
in succession
* Stiftung Warentest / Testsieger 5/2012
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3
Creativity
„Delivering true customer value
through innovative features
based on big data and deep
customer insight“
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Big Data enables a significantly deeper understanding of customer
behavior and thereby paves the ground for more „creative“ offers
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Source: www.springcreeksystems.com
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21.131.4
37.747.6
60.8
77.9
0.4
0.9
1.8
3.3
5.5
8.7
2011 2012 2013 2014 2015 2016
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Source: Cisco Systems, Cisco Visual Networking Index 2012, page 9
Global consumer internet traffic 2012-2016In billion gigabyte per month
The global consumer internet traffic volume is expected to double
during the next three years, creating a huge amount of data
21.5
32.3
39.5
50.8
66.3
86.6
mobile
stationary
> x 2
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The permanent analysis of user behaviors enables ElitePartner, to
continuously improve its offer according to observed needs
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TV spot
Ad Banner
Landing Page
Source: www.elitepartner.de
• Information about consumer
behavior and preferences
help managing and targeting
advertising in real time
• Better fitting offers increase
conversion rate
ElitePartner is the most
profitable matchmaking
company in Germany
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Organize.me provides innovative features and autonomously
improves its semantics by a self-learning algorithm
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• Innovative Features:
• Automatic archiving
• Reminders (e.g., to quite
mobile contract)
• Cost optimization (e.g.,
by suggesting cheaper
energy suppliers)
• Lean design based on
continuous user tests
• Transition from an internal
bootlegging project to a
new company
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Big data also provides opportunities to create innovative and
value creating offers in the travel segment
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“Hotel Rates Heat Map”
When is the best time to book a hotel and get
the cheapest rate?
“Predictive Price”
Shows you whether or not the price will go up or
down in the next seven days.
Source: http://labs.orbitz.com; www.kayak.com
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The next step: with predictive analytics, companies will be able to
anticipate customer needs and deliver true customer value
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Prediction of location
Uber knows where you’ll be next and waits for you to pick you up before you thought of it...
Source: www.uber.com
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Connection, Content & Creativity are essential factors to improve
the stickiness of products and, thus, to better engage with users
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Connection
Creativity
1
3
Content
2
Providing a unique user experience on all devices -
any time, any place
Delivering highly relevant content by being closer to the
customer
Delivering true customer value through innovative features
based on big data and deep customer insight
1
Connection
2
Content
3
Creativity
Area Learning
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Summary and discussion
15.11.14Connection, Content & Creativity | Toon Bouten Page 32
Winning in online increasingly depends on being close to the
customer from various perspectives:
• Being relevant wherever the customer is with a unique product
and UX on all devices (“connection”)
• Being relevant with content that is based on true customer
needs and delivers true value (“content”)
• Being relevant with innovative products and features that clearly
set you apart from competition (“creativity”)
Mobile is real – if you postpone the formulation of a native mobile
strategy that takes into account new use cases you will not succeed
Strong brands that clearly stand for specific topics and inspire
confidence will become increasingly important when cost of search rises
Big Data will remain a buzzword if you do not transfer your data into
valuable personal products for your customers
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