The battle of the channels  – an outsider’s view –Daniel Ropers – Managing Director – bol.com
Agenda12.05 – 12.15   De ambitie van bol.com12.15 – 12.35   Is ‘the battle of the channels’ al verloren?12:35 – 12:40   Op...
bol.com: Famous in NL (& increasingly BE)                            Largest online shopping site:                        ...
bol.com: uitgegroeid tot een                              verzameling van speciaalzaken     Digitaalaangeboden2e hands en ...
A quarter of the Dutch population is a    regular customer at bol.com
De beste winkel...
Onze definitie van de beste winkel                                          Helpt je te kiezenIs overal toegankelijk      ...
Typical online market share distribution    100+ niche players “Also-ran’s”                   Market seems                ...
In the online world, the best get bigand the biggest get bigger: fat cats win
The bol.com business model  Awareness,                 Revenue  preference,                  growth       A machine  satis...
So what?
The real impact of online…Transparency!                       1 – Customers know                   what’s available and ar...
Business opportunities in the ‘long tail’# of customers     Market distribution in an intransparent market:               ...
The ‘long tail’ of information                         and entertainment# of interested                Mass media.consumer...
Voorbeelden van online ‘category killers’
Integrated (online) vertical is better        for consumers AND advertisers       Consumer network effect                 ...
… and that attraction is reflected    by the advertising rates Advertising cost / consumer                                ...
Are we doomed?           No, not if we:           • Face the facts and understand the           economic & demand dynamics...
22
dropers@bol.com @DanielRopers
Some thoughts on digital books-Market is developing very fast-Major hurdles for even faster growth: - Supply of titles - E...
Mediafacts Uitgeverscongres 2012 Bol.com
Mediafacts Uitgeverscongres 2012 Bol.com
Mediafacts Uitgeverscongres 2012 Bol.com
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Mediafacts Uitgeverscongres 2012 Bol.com

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  • De marktdefinitiemoet op z’n kop: De markt is niet de vorm (tv, krant, tijdschrift, online) maar de behoefte van de consument en de adverteerderJe meestgeduchteconcurrentenzijn de online platforms (Google, Facebook, etc.) en de ‘category killer’ online specialisten (Tripadvisor, Booking.com, Autoweek, Funda, Iens, Monsterboard, Youtube…)Je oudeconcurrentenworden je logische partners. Schaalvergroting in print is onvermijdelijk. Je oudeconcurrentenzijn je nieuwelogische partners.De segmenten die offline lezers en adverteerderstrekkenzijn online allangbezet. Proberen, langszij te komenheeftgeen (economische) zin. Partneren met de marktleiderwel.Er is nog heel veelruimte in de hyperniches.Om die te ontwikkelen is risiconemen, en vereisteen heel andereaanpak en anderecompetentiesdan print.Die te ontwikkelen of te kopen is ‘key’ om de transitienaareen 80% online, 20% print wereld te doorstaan.Enwaaromzouernietookhiersamenopgetrokkenworden met je voormaligeconcurrenten? Je spreidt het risico en deelt de investeringen, en vergoot de kans op succes in de markt.
  • Disclaimer: Dit is eenvergezicht, en ergebeurenelke dag fantastischedingen, in print in nieuweconcepten, en in toenemende mate online. (Voorbeeld FD media groep) Het gaatallemaalniet ‘overnight’. Maareengewaarschuwdmensteltvoor twee, en
  • Mediafacts Uitgeverscongres 2012 Bol.com

    1. 1. The battle of the channels – an outsider’s view –Daniel Ropers – Managing Director – bol.com
    2. 2. Agenda12.05 – 12.15 De ambitie van bol.com12.15 – 12.35 Is ‘the battle of the channels’ al verloren?12:35 – 12:40 Optioneel: digitale boeken, een paar inzichten
    3. 3. bol.com: Famous in NL (& increasingly BE) Largest online shopping site: >150M visits/year From Books to Baby: >5.5 Mio products offered >3.5 Mio active customers Consumer Sales bol.com in M Euro 400 2006-2011: 350 Revenues x4 300 250 200 150 100 50 0 2009 2003 2004 2005 2006 2007 2008 2010 2011
    4. 4. bol.com: uitgegroeid tot een verzameling van speciaalzaken Digitaalaangeboden2e hands en via derden Nieuw Boeken Entertainment Klein SCE Groot SCE Speelgoed KHH GHH Baby Koken En nog meer Nederlands CD Digitale cam. TV Trampoline Koffieapp. Wasmachine Autostoeltje & Tafelen UK/US DVD Mobiele Computer Puzzels Fohn Vaatwassers Buggy Internation Software telefoons DVD speler Schaatsen Electrische Stofzuiger Luiers aal Navigatie tandenbor- stel
    5. 5. A quarter of the Dutch population is a regular customer at bol.com
    6. 6. De beste winkel...
    7. 7. Onze definitie van de beste winkel Helpt je te kiezenIs overal toegankelijk door optimaal aan en aanwezig, waar Klant staat te sluiten bij vraag ontstaat centraal persoonlijke behoefte Biedt maximale keuze in product, prijs, vorm, en beschikbaarheid
    8. 8. Typical online market share distribution 100+ niche players “Also-ran’s” Market seems to yield natural monopolies Market leader
    9. 9. In the online world, the best get bigand the biggest get bigger: fat cats win
    10. 10. The bol.com business model Awareness, Revenue preference, growth A machine satisfaction that is capableScale / Knowledge / Brand of delivering even more Lower prices service quality Improved Economies service of scale at lower costs New services More marketing
    11. 11. So what?
    12. 12. The real impact of online…Transparency! 1 – Customers know what’s available and are able to choose what’s best for them 2 – Opportunities arise in the ‘long tail’ of consumer demand 3 – Revenues and profits in traditional models under pressure 4 – Scale based economies and network effects drive ‘Winner takes all’ principle 15
    13. 13. Business opportunities in the ‘long tail’# of customers Market distribution in an intransparent market: Majority of value and demand (>80%) in small portion of the (theoretical) supply MARKET LOST Distribution of demand in a transparent market: 50% of value and demand the ‘long tail’ of niche proposition # products, sorted by popularity MARKET OPPORTUNITY
    14. 14. The ‘long tail’ of information and entertainment# of interested Mass media.consumers Definition: formats targeted at broad audiences, based on ‘one size fits all’-average of reader (and advertiser!) interests) Larger, online interest segments Definition: specialized but large enough segments to PRESSURE merit regular attention from large groups of readers UNDER Special interest segments / niches Definition: specialized segments that draw attention less frequently and/or from smaller groups of readers Interest segments, sorted by popularity ALREADY ONLINE THRIVING ONLINE OPPORTUNITIES
    15. 15. Voorbeelden van online ‘category killers’
    16. 16. Integrated (online) vertical is better for consumers AND advertisers Consumer network effect Advertiser network effect They offer all the They have ... that’s the best information relevant for qualified I need ... me to get reach... inspired... ... allow me to present adequately ... make the what I have right to offer... choice, ... Double network effect ... allow for an easy ... convert transaction directly into... and share ... transactions my at low cost ... ... And to get experience instant feedback with others on the added value of my offers
    17. 17. … and that attraction is reflected by the advertising rates Advertising cost / consumer Degree to which the customer is likely to transact
    18. 18. Are we doomed? No, not if we: • Face the facts and understand the economic & demand dynamics • Redefine the definition of market and competition • Increase scale, save cost, and monetize assets in traditional media • Increasing the granularity of our view. That will yield plenty of online opportunity in the niches! • Learn new tricks to grab them!
    19. 19. 22
    20. 20. dropers@bol.com @DanielRopers
    21. 21. Some thoughts on digital books-Market is developing very fast-Major hurdles for even faster growth: - Supply of titles - Ease of use (DRM) - High prices (VAT!) - One-dimensional commercial model-Major threat: - Illegal distribution – can be countered if we act now! - Closed systems – lock in of customers in this early stage is bad for everybody - Super-aggressive market development by 1 or 2 parties can create monopoly-Major opportunity: - Small language area allows for pace setting in developing the market - So far, closed systems not very successful – open system opportunities? - Market is infant, potential is huge!

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