Schibsted in a multichannel context

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Schibsted in a Multichannel context Daniel Wentz, Schibsted Strategy & Business Development Schibsted Media Group, May 2012

Transcript of Schibsted in a multichannel context

Page 1: Schibsted in a multichannel context

Schibsted in a Multichannel context Daniel Wentz, Schibsted Strategy & Business Development Schibsted Media Group, May 2012

Page 2: Schibsted in a multichannel context

Schibsted currently employs some 7.200 FTE´s in 29 countries

CEO  Rolv  Erik  Ryssdal  

Sweden  Raoul  Grynthal  

Norway  Didrik  Munck  

SCM  Terje  Seljeseth  

Interna?onal  Sverre  Munch  

Corporate  HQ  Legal,  HR,  M&A,  KF,  Strategy  

Shaping  the  Media  of  tomorrow,  today  

A"onbladet  SvD  TvM:  

Lendo,  Prisjakt,  TV.nu,  Klart.se,  Kundkra?,  Webtraffic,  HiDa.se,  LetsDeal,  Mobilio,  

Elpriser,  Etc.  

VG  A"enposten  St.  A"enblad  

BT,  FvN  Finn.no  Vekst  

Blocket  in  X  countries  

 Infojobs  in  Y  countries  

20min  FR  &  ES  EesK  Media  AnunKs  Etc.  

Daniel  Wentz  

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Dynamic strategy during 90’s prepared the group for online migration

Daniel  Wentz  

in  Q1  2012  (2011)  

Online  37%  (35%)  

Offline  63%  (65%)  

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As FY 2011 figures shows, Schibsteds digitalisation is well under way...

In  2011,  digital  acKviKes  accounted  for  55%  of  group  EBITDA  

offline  

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SCM international focus and growth history, both organic and M&A driven

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Already strong position, aiming for global lead!

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Active portfolio and pipeline management to get there

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Since 1995, Schibsted has actively reallocated resources to digital

Digital  shi"  for  media  companies  has  channel  conflicts  at  it’s  core.  

Informa9on  wants  to  be  

free  

Classifieds  are  made  for  internet  and  internet  is  

made  for  classifieds  

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We increase investment! Organizational digital readiness is key!

Autumn  2011;  AEonbladet  goes  Digital  First    

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Reactions where massive!

Ensuring  digital  readiness  is  a  painful  process  –  but  we  need  to  stay  on  target!  

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We drive the development across our portfolio, also digital-only brands

During  March  2012,  TV.nu  visits  from  Mobile  devices  consOtuted  70%  of  total  visits,  up  

from  42%  during  March  2011  

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So far the strategy is paying off, while Print is 50/50 – Digital lead is increasing

Q1 2012 Q1 2011

§  Schibsted  grows  on  a  overall  declining  market  “SE  internet”  

§  Mainly  Mobile  engagement  driving  Schibsted  growth  

MTG  &  Bonnier:  En?re  site  lists;  TV3,  TV6,  TV4,  Expressen,  DI,  etc.  

Schibsted  28%  

Bonnier  11%  

SVT/SR  3%  

24MediaNetwork  

3%  Stampen  

3%  Aller  0%  

Eniro  3%  

Hemnet  1%  

MTG  2%  

Other  46%  

Combined  Online,  Mobile  &  Tablet  visits,  KIA  index  

Schibsted  38%  

Bonnier  13%  SVT/SR  

4%  24MediaNetwork  

2%  

Stampen  4%  Aller  

0%  

Eniro  3%  

Hemnet  2%  

MTG  1%  

Other  33%  

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Two ways of managing new channels, both methods works

§  Descrip?on:      Dedicate  internal  resources  to  drive  new  channel,  clear  budget,  ownership  and  targets      

§  Example:  

Expand  internal  organisa9on  

§  Descrip?on:      Brand  holds  100%  ownership    Easy  to  obtain  right  culture  &  people    Merger  challenge  down  the  road      

§  Example:  

Create  separate  company  

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The urgency to keep moving increases as the world becomes even more complex Example  of  drivers   Implica9ons  

§  PlaUorm  shiV  entails  enforced  shiV  in  consumer  behavior  and  poten?ally  open  space  for  new  entrants  

§  Increase  in  personalized  and  loca?on  based  services  §  Pole-­‐posi?on  example:  Facebook,  Apple  

Mobile  internet  reaches    80-­‐90%  penetraKon  

§  Increased  importance  of  speed  and  branding/packaging    as  signal  of  value  

§  ShiV  in  consumer  expecta?ons  and  demand  §  Pole-­‐posi?on  example:  Amazon,  Apple,  Rocket  Internet  

Accelerated  internaKonalisaKon  and  

fragmentaKon  

Less  clear  boundaries  between  devices  and  

channels  

§  Increased  emphasis  on  use-­‐case  and  screen  size  §  TV-­‐set  (big-­‐screen)  experience  will  influence  consumers  §  Pole-­‐posi?on  example:  Apple,  Google,  Amazon  Kindle    

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Multichannel, in Schibsteds perspective, lies very close to corporate strategy

§ How  do  you  reallocate  resources;  Do  you  put  your  money  where  your  strategy  is?  

§ Do  you  draw  your  map  inside  out  or  outside  in  as  consumer  behaviour  converge?  

§  Sebng  up  a  online  store  and  op?mizing  cost-­‐of-­‐sales  is  not  a  mul?channel  strategy  (more  OE),  how  to  adapt  to  manage  consumers  digital  expecta?ons?  (SONY  vs.  APPLE)  

§  Almost  regardless  of  industry  you  are  in,  scary  4  (Apple,  Google,  Facebook,  Amazon)  are  both  inspira?onal  and  threatening;  what  is  your  Google  strategy?  

Ensure  you  serve  the  customer  in  all  channels,  or  someone  else  will...