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Turkish Internet Sector
 

Turkish Internet Sector

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Turkish Internet Sector Research

Turkish Internet Sector Research
Posted about this report here: (in Turkish)
http://www.webrazzi.com/2008/05/16/turkiye-internet-sektoru-raporu/

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    Turkish Internet Sector Turkish Internet Sector Presentation Transcript

    • Turkish Internet Sector Overview May 2008 Sina Afra eBay Germany, Director Gittigidiyor (eBay Turkey), Member of Board
    • Turkey is catching up to the Top 10 Internet countries worldwide Internet Users by Internet Penetration Rate by Country in 2007 (m) Country in 2007 (%) United States 208 Australia 75% China 137 Canada 71% Japan 88 South Korea 70% India 60 United States 69% Germany 49 Japan 69% Brazil 43 Netherlands 65% United Kingdom 38 United Kingdom 62% South Korea 34 Taiw an 60% France 31 Germany 59% Italy 29 Italy 50% Turkey 26 France 49% Russia Canada 25 24 Turkey is worldwide No. 11 Spain Malaysia 40% 46% Mexico 22 in Internet Users Turkey 37% Spain 19 Poland 29% Indonesia 16 Argentina 25% Australia 15 Brazil 22% Taiw an 14 Mexico 20% Poland 11 11 Russia 10% 18% Turkey’s penetration is Netherlands China Malaysia 10 Indonesia 7% promising for future growth Argentina 10 India 5% (European Medium 59%) Sources: Population figures 2007: CIA World Factbook Internet User Statistics: World Internet Stats; eBay Only countries with more than 10 m Internet Users were covered eBay 2008 Sina Afra 2
    • Key metric of broadband penetration in Turkey is aligning with leading countries Broadband Subscriptions • Broadband in Turkey started late, 2003 by Country in 2007 (m) with 55,000 subscriptions, but with tremendous growth US N 66,2 66,2 Japan 27,2 Germany 17,5 • Avg. Connection speed is 1 Mbps South Korea 14,4 UK 14,4 France 14,3 • Monthly fees dropping Italy 9,3 Canada 8,1 Turkey 7,5 Spain 7,5 Broadband • 2,000,000 IP DSLAM ports with Netherlands 5,5 is growing strongly connection speed up to 70 Mbps are Mexico 4,8 Australia 4,7 going to be deployed the next years (Start Poland 3,0 was Jan 2008) * - This is especially Sw eden 2,6 important for IPTV Belgium 2,5 Sw itzerland 2,3 Denmark 1,9 Portugal 1,6 Austria 1,5 Finland 1,5 Norw ay 1,4 Sources: Organization for Economic Cooperation and Development (OECD), OECD Broadband Portal,quot; November 6, 2007 Turkish Telecom 12/ 2007 eBay *Turkish Telecom, 09/2007 2008 Sina Afra 3
    • eCommerce in Turkey is growing continuously Turkish eCommerce Total Volume in M USD 10.000 90% 81% 8.955 9.000 80% 8.000 71% 70% 7.000 61% 60% 6.000 5.569 50% 5.000 40% 4.000 3.265 30% 3.000 1.800 20% 2.000 1.000 10% 0 0% 2006a 2007a 2008e 2009e Total Market in M USD YoY in % Notes: Including New Goods, Used Goods, Motors, Travel, Entertainment, Real Estate, Personals Sources: BKM ; Internet Card Centre Reports, eBay estimates eBay 2008 Sina Afra 4
    • Also other metrics indicate that Turkey is catching up on the Internet Sector… Top 10 Countries Worldwide Ranked by eGovernment 2007 (100-point scale) 0 20 40 60 80 100 South Korea 74,9 Singapore 54 Taiwan 51,1 US 49,4 UK 44,3 Canada 44,1 Portugal 43,8 Australia 43,5 Turkey 43,5 Germany 42,9 Note: based on availability of publications, databases and number of online services (ie the entire transaction can be completed online), features important for information availability, citizen access, portal access and service delivery; excludes Web sites for sub-national units, obscure boards and commissions, local government, regional units and municipal offices Source: Brown University, Taubman Center for Public Policy, quot;Global E-Government, 2007,quot; August 2007, eBay eBay 2008 Sina Afra 5
    • … all kind of metrics, indeed Top 10 Countries Hosting Phishing Web Sites Top 10 Countries Worldwide, Worldwide, 2007 (% of total) Ranked by active Facebook Users ) 0% 5% 10% 15% 20% 25% 30% 35% US 32,41% China 13,00% Russia 7,41% South Korea 6,78% Germany 4,15% France 3,51% Turkey 3,38% UK 3,30% Canada 3,29% Italy 1,97% Notes: a) based on Websense Security Labs data b) Phishing is an attempt to criminally and fraudulently acquire sensitive information, such as usernames, passwords and credit card details, by masquerading as a trustworthy entity in an electronic communication Source: Anti-Phising Working Group (APWG), quot;Phishing Activity Trends: Report for the Month of May, 2007,quot; July 2007 eBay 2008 Sina Afra 6
    • The internet population is young – 77% of the internet population is between 16 and 34 years old Internet Users in Turkey Who are they? by ages 45,03% 66% of Internet users is male, 34% is female Average age is 26 both for male and 32,09% female users 53% is in A/B/C1 SES 22% is graduated from university 68% is single 14,12% 45% is employed, 37% is studying 39% speaks English 6,80% 52% has PC in the house 91% has cellphone 1,55% 0,39% 84% is watching TV daily (avg. time spend is 3 hours) 63% is listening to the radio daily (avg. 16-24 25-34 35-44 45-54 55-64 65-74 time spend is 2 hours) Average Internet connection is 2.5 hours / day Average Internet connections per month is 22 Source: Nokta Internet Technologies 2008, GfK Turkey Report 2006 eBay 2008 Sina Afra 7
    • Online advertising will become the third largest advertising area in 2010 – especially when penetration of online ad technologies increase Turkish Advertising Market Online Growth Outlook in M USD by medium (in %) 2005 - 2010 Online 2.3 B USD 3.6 B USD share < 1% 2% 2% 3% 6% 7% 1% 1% 100% 300 4% 3% 6% 5% 4% 4% 249 2% 7% 250 80% 32% 200 31% 178 60% 150 40% 100 89 51% 49% 20% 50 50 33 23 0% 0 2007 2010 2005 2006 2007 2008 2009 2010 TV Newspapers Online Magazines Outdoor Radio Other Note: Net Advertising Revenues Sources: Türkiye Reklam Arastirma Merkezi (TRAM); eBay estimates eBay 2008 Sina Afra 8
    • The Internet Landscape in Turkey Rank Site Type Ownership 1 google.com.tr Search Google 2 facebook.com Social Network Facebook 3 live.com Portal Microsoft 4 google.com Search Google Top 25 Online 5 youtube.com Video Google Companies 6 Milliyet.com.tr News Dogan Media according 7 hurriyet.com.tr News Dogan Media Alexa.com: 8 mynet.com Portal Mynet 9 yahoo.com Search Yahoo • News and 10 rapidshare.com File Sharing Rapidshare Information as well 11 blogger.com Blog Google as Search are the 12 msn.com Search Microsoft types of internet 13 ekolay.net Portal Dogan Media activities with the 14 sourtimes.org Information Independent strongest traffic 15 gittigidiyor.com eCommerce eBay & Independent 16 Sahibinden.com eCommerce Independent 17 wikipedia.org Information Wikipedia • Google and Dogan 18 internethaber.com News Independent control each 4 out 19 haberturk.com News Ciner Yayin of the top 25 sites 20 imageshack.us File Sharing Imageschack 21 sabah.com.tr News Merkez 22 haber7.com News Kanal 7 23 netlog.com Social Network Netlog 24 blogcu.com Blog Nokta Internet 25 hepsiburada.com eCommerce Dogan Media eBay 2008 Sina Afra 9
    • Outlook: Turkey’s Online Sector in 2010 Turkish Internet Sector in 2010: • 32-36 M Internet Users with a 10 B USD eCommerce Market and 250 M USD Online Advertising Market • Turkey will be one of the top 10 countries in Internet Users and catch up in eCommerce and Advertising The strategic importance of gateways will increase • There are certain activities that drive a user’s decision to go to one site over another • We call these activities gateways: email, search, shopping, news, weather, maps, etc. The importance of gateways is increasing • The game could be over for email and search but beyond these activities, no site dominates a gateway….and the gateways on Major Developments: mobile devices are different and completely up for grabs eCommerce will continue to develop strongly • The Turkish internet users will arrive in the next 2-3 in the eCommerce and the buyer side will continue to evolve. • The seller side will introduce new ways of shopping (e.g. Exclusive Shopping Sites; Private Sales; Activity based Shopping etc.) and improved technologies (e.g. catalogue based Shopping Comparison) • Mass customization as well as niche players will enter the long tail – this will lead to a strong entrepreneurship in the eCommerce segment Consolidation is inevitable will continue – 2006 was likely just the beginning: • We expect that some companies will successfully pursue a global multi-business strategy, but it will likely be done via partnerships, acquisitions, and/or investments as opposed to a pure organic build strategy • Turkish Stand-alone companies and brands can survive as independents, but will likely still be pursued most aggressively by larger companies to penetrate consumers and advertisers • The value of a business that cannot compete on engagement and monetization will become greater for an acquirer that has a strategic hole in its business mix than the value of the business on a stand-alone basis We expect the accelerated introduction of advanced advertising technologies and international partnerships in the advertising segment Foreign VC and Business Angel money will discover Turkey and create the financial framework of a strong entrepreneurship driven market eBay 2008 Sina Afra 10
    • These strategic themes will continue to define success in Turkey 1. Maximize engagement – owning differentiated and complementary gateways is required to drive reach, frequency and duration Expand the user base – consumers, publishers, advertisers, buyers and sellers Increase usage areas – applications (email, search, VoIP, IM, blogging, software), services (payments, stores, advertising), information (maps, weather, news), entertainment (sports, user-generated content, WebTV), and commerce Develop a multi-platform strategy – PC, mobile device, and the television 2. Optimize monetization – engagement is necessary but not sufficient Advertising – branded, pay for performance search (click, call, acquisition, lead generation), direct marketing e-Commerce – retail, marketplace, stores, shopping comparison Subscriptions – VoIP, email, fantasy sports, dating, careers, games Payments – transactions, communications, B2B, PC, mobile, etc. 3. Be part of the internalization – to capture two increasingly critical benefits Leverage learning across markets in order to capture growth Provide Incremental benefits to users (consumers, advertisers, sellers, etc.) due to a global footprint eBay 2008 Sina Afra 11
    • Contact Details Sina Afra eBay Germany, German Leadership Team safra@ebay.de +49 – 163 – 3229 402 eBay 2008 Sina Afra 12