Daniel Wentz's presentation at Magenta Advisory's multichannel seminar on May 15, 2012

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

2. Schibsted currently employs some
7.200 FTE´s in 29 countries
CEO
Rolv
Erik
Ryssdal
Corporate
HQ
Legal,
HR,
M&A,
KF,
Strategy
Sweden
Norway
SCM
Interna?onal
Raoul
Grynthal
Didrik
Munck
Terje
Seljeseth
Sverre
Munch
A"onbladet
SvD
VG
TvM:
Blocket
in
X
A"enposten
20min
FR
&
ES
Lendo,
Prisjakt,
TV.nu,
countries
St.
A"enblad
EesK
Media
Klart.se,
Kundkra?,
BT,
FvN
AnunKs
Webtraffic,
HiDa.se,
Infojobs
in
Y
LetsDeal,
Mobilio,
Finn.no
Etc.
countries
Elpriser,
Etc.
Vekst
Shaping
the
Media
of
tomorrow,
today
Daniel
Wentz

3. Dynamic strategy during 90’s prepared
the group for online migration
in
Q1
2012
(2011)
Online
37%
(35%)
Offline
63%
(65%)
Daniel
Wentz

4. As FY 2011 figures shows, Schibsteds
digitalisation is well under way...
offline
In
2011,
digital
acKviKes
accounted
for
55%
of
group
EBITDA

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

6. Already strong position,
aiming for global lead!

7. Active portfolio and pipeline
management to get there

8. Since 1995, Schibsted has actively
reallocated resources to digital
Classifieds
are
Informa9on
made
for
internet
wants
to
be
and
internet
is
free
made
for
classifieds
Digital
shi"
for
media
companies
has
channel
conflicts
at
it’s
core.

9. We increase investment!
Organizational digital readiness is key!
Autumn
2011;
AEonbladet
goes
Digital
First

10. Reactions where massive!
Ensuring
digital
readiness
is
a
painful
process
–
but
we
need
to
stay
on
target!

11. 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

12. So far the strategy is paying off, while
Print is 50/50 – Digital lead is increasing
Combined
Online,
Mobile
&
Tablet
visits,
KIA
index
Q1 2011 Q1 2012
Schibsted
28%
Other
33%
Schibsted
38%
§ Schibsted
grows
on
a
overall
Other
46%
declining
market
“SE
internet”
§ Mainly
Mobile
engagement
Bonnier
11%
MTG
driving
Schibsted
growth
1%
Hemnet
2%
Eniro
3%
Stampen
Bonnier
24Media SVT/SR
MTG
Eniro
Aller
4%
13%
Network
SVT/SR
4%
2%
3%
3%
0%
Hemnet
Stampen
3%
24Media
1%
3%
Network
Aller
2%
0%
MTG
&
Bonnier:
En?re
site
lists;
TV3,
TV6,
TV4,
Expressen,
DI,
etc.

13. Two ways of managing new channels,
both methods works
Expand
internal
organisa9on
Create
separate
company
§ Descrip?on:
§ Descrip?on:
Dedicate
internal
resources
to
drive
Brand
holds
100%
ownership
new
channel,
clear
budget,
Easy
to
obtain
right
culture
&
people
ownership
and
targets
Merger
challenge
down
the
road
§ Example:
§ Example:

14. 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
Mobile
internet
reaches
and
poten?ally
open
space
for
new
entrants
80-­‐90%
penetraKon
§ Increase
in
personalized
and
loca?on
based
services
§ Pole-­‐posi?on
example:
Facebook,
Apple
§ Increased
importance
of
speed
and
branding/packaging
Accelerated
as
signal
of
value
internaKonalisaKon
and
§ ShiV
in
consumer
expecta?ons
and
demand
fragmentaKon
§ Pole-­‐posi?on
example:
Amazon,
Apple,
Rocket
Internet
Less
clear
boundaries
§ Increased
emphasis
on
use-­‐case
and
screen
size
between
devices
and
§ TV-­‐set
(big-­‐screen)
experience
will
influence
consumers
channels
§ Pole-­‐posi?on
example:
Apple,
Google,
Amazon
Kindle

15. 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...