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A Consumer Focussed Approach into the Digital Age:  The German Case Niels Kiehne Sales Director, Mentana Claimsoft AG (member of FP-Group)
Changing Postal Market Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customers Postal  operators Postal  market suppliers
No Future for Physical Mail? source: UPU data, estimates based on  UPU, postal operators, FEPE World Business Mail Volume - Projection - 20% minimum - 40% worst case Worldwide per day ~ 1,2 bn. letters ~ 250 bn. e-mails (90% spam) ~ 3 bn. requests  ~ 2 bn. Videos ~ 660 Mill. users @  Mail volume decline 2009 - 10 Source: ÖPAG, European Postal Services 2011
From Physical to Electronic Mail classical letter mail Sender electronic physical electronic physical Recipient E-mail Secure e-mail E-signature Hybrid Mail Reverse Hybrid Mail
De-Mail: the German Approach for Secure E-mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
De-Mail - Advantages Compared to E-mail  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],„ A legally certified web in the web“ Citizens  Businesses  Public Authorities  Banks/ Insurance companies
De-Mail Expectations and Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Consumer Preferences: Example Invoices What consumers get   Strong need for multichannel-options to respond to customer requirements! % of consumers prefering paper invoices** % of consumers getting electronic invoices* Source: *Itella Infromation survey 2011 ** Austria Post/IFES 2011; VDBF 2010; EMSA UK 2011; Swiss Post 2011; EMA US 2010
The Future of Mail: Customers Require a Multichannel Strategy Sender Recipient Businesses @  Public Authorities Consumers      Public Authorities Consumers      Businesses Hybrid Mail
The Supplier‘s Perspective: FP-Strategy into the Digital World Classical letter mail Sender electronic physical electronic physical Recipient E-Signature E-mail Hybrid Mail Reverse Hybrid Mail
For further information: www.francotyp.com www.internet-access.de www.freesort.de www.mentana-claimsoft.de Niels Kiehne Sales Director E-mail: n.kiehne@mentana.de                                           Mentana Claimsoft AG  Griesbergstr. 8 D-31162 Bad Salzdetfurth Germany Many thanks for your attention!

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A Consumer Focussed Approach into the Digital Age: The German Case

  • 1. A Consumer Focussed Approach into the Digital Age: The German Case Niels Kiehne Sales Director, Mentana Claimsoft AG (member of FP-Group)
  • 2.
  • 3. No Future for Physical Mail? source: UPU data, estimates based on UPU, postal operators, FEPE World Business Mail Volume - Projection - 20% minimum - 40% worst case Worldwide per day ~ 1,2 bn. letters ~ 250 bn. e-mails (90% spam) ~ 3 bn. requests ~ 2 bn. Videos ~ 660 Mill. users @  Mail volume decline 2009 - 10 Source: ÖPAG, European Postal Services 2011
  • 4. From Physical to Electronic Mail classical letter mail Sender electronic physical electronic physical Recipient E-mail Secure e-mail E-signature Hybrid Mail Reverse Hybrid Mail
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. The Future of Mail: Customers Require a Multichannel Strategy Sender Recipient Businesses @  Public Authorities Consumers    Public Authorities Consumers    Businesses Hybrid Mail
  • 10. The Supplier‘s Perspective: FP-Strategy into the Digital World Classical letter mail Sender electronic physical electronic physical Recipient E-Signature E-mail Hybrid Mail Reverse Hybrid Mail
  • 11. For further information: www.francotyp.com www.internet-access.de www.freesort.de www.mentana-claimsoft.de Niels Kiehne Sales Director E-mail: n.kiehne@mentana.de                                         Mentana Claimsoft AG Griesbergstr. 8 D-31162 Bad Salzdetfurth Germany Many thanks for your attention!

Editor's Notes

  1. Trends im Postmarkt: Liberalisierung ist einer der wesentlichsten Veränderungen im Postmarkt, in der EU muss bis Anfang nächsten Jahres in den meisten Ländern der Postmarkt vollständig liberalisiert sein, für restlichen (11) Länder ist dies bis Ende 2012 vorgesehen. Deutschland ist neben GB, NL und Schweden einer der Vorreiter in diesem Prozess und hat den Markt schrittweise seit 1998 und vollständig 2008 geöffnet Liberalisierung ist allerdings kein Selbstzweck, sondern verfolgt eine klare Zielsetzung: Libersalisierung verankert die Grundprinzipien des Wettbewerbs, an denen sich unser Wirtschaftssystem orientiert auch im Postmarkt. Durch einen chancengleichen und funktionsfähigen Wettbewerb soll ein vielfältiges Angebot für alle Kunden geschaffen werden. Der im Grundgesetz verankerte Auftrag einer flächendeckende Versorgung zu erschwinglichen Preisen – der Universaldienst - soll im Wettbewerb sichergestellt werden. Als zweites ist der technologische Wandel zu nennen, der in den letzten 15-20 Jahren zu mehr Veränderung im Postmarkt geführt hat als in den 500 Jahren zuvor. Die Digitalisierung, das Internet, Vernetzung führt zu einer Vielzahl von neuen Kommunikationsmöglichkeiten und einem rasant veränderten Kommunikationsverhalten. Mittlerweile sind 72% der Deutschen Bürger und bereits 89% der Unternehmen Online, vor 10 Jahren sahen diese Zahlen noch ganz anders aus. In den letzten Jahren haben sich zusätzlich die Möglichkeiten der mobilen Kommunikation extrem verstärkt. Ebenso verändern soziale Netzwerke und Kommunikationskanäle wie facebook, twitter, blogs die Kommunikationsstrukturen. Dies führt in den letzten Jahren zu einem Rückgang des Briefvolumens aufgrund von Substitutionseffekten – in Deutschland zwar noch nicht so ausgeprägt wie in anderen ländern, aber durchaus spürbar in einigen Bereichen Liberalisation not in a growing market like Telecoms but in a declinign market environment
  2. Secure communication infrastructure The basic security, functionality and interoperability requirements were drawn up jointly by the federal government and the future De-Mail providers and defined in BSI Technical Guidelines. Adherence to these guidelines by the De-Mail providers is verified in a legally regulated accreditation and certification process. De-Mail services are thus offered by competing companies that are able to differentiate themselves from each other on the basis of the standard framework by offering additional products and services. De-Mail therefore forms the basis for a nationwide, competition-friendly infrastructure – in the interests of secure electronic communication.
  3. Critical to the success of De-Mail is that the providers of the services should actually guarantee the security they promise. The primary basis for this is a suitable IT framework security concept covering everything that is relevant to the infrastructure. To be accredited as a De-Mail service provider, companies need to produce security certificates covering the themes of security, interoperability and functionality which they can obtain by following the BSI's tried and tested certification process. The aim is to enable potential suppliers to achieve a reasonable level of security, while at the same time allowing them sufficient leeway to design their own application environment. The BSI is responsible for the security and certification concept and is thus contributing its core competencies to the project. In doing so it is making an important contribution to implementing the vision of a secure and reliable infrastructure for trusted and binding electronic communication. State and Business Community Together Define the Framework – Business Implements De-Mail The basic security, functionality and interoperability requirements were drawn up jointly by the federal government and the future De-Mail providers and defined in BSI Technical Guidelines. Adherence to these guidelines by the De-Mail providers is verified in a legally regulated accreditation and certification process. De-Mail services are thus offered by competing companies that are able to differentiate themselves from each other on the basis of the standard framework by offering additional products and services. De-Mail therefore forms the basis for a nationwide, competition-friendly infrastructure – in the interests of secure electronic communication.
  4. Sehen wir uns nun die Veränderungen aus der Perspektive der Kunden an Die Kunden sind die Versender und Empfänger. Das Kundenbedürfnis, das hinter dem Brief steht, ist die schriftliche Kommunikation bzw. der Austausch von Dokumenten. In der alten Monopolwelt war der Brief durch geringe Produkt- und Preisdifferenzierung sowie geringe Kundenorientierung gekennzeichnet Durch Liberalisierung und technologischen Wandel hat sich jedoch das Bild des Briefes deutlich gewandelt. Zum einen ist beim klassischen Brief durch den Wettbewerbsdruck das Angebot wesentlich vielseitiger geworden (z.B. unterschiedliche Laufzeiten, Preisdifferenzierung nicht nur nach Inhalt, Zusatzleistungen wie track&trace, Abholung, Dirketmarktingdienst / Transpromo) Es sind aber auch ganz neue Produkt und Dienstleistlungen entstanden, die vor allem durch den technologischen Wandel möglich geworden sind Hybrid mail, elektronische Konsolidierung Digitalisierung der Eingangspost, reverse hybrid mail Secure e-mail, De-Mail, Epostbrief Die Kunden haben somit ein wesentlich breiteres und differenzierteres Angebotsspektrum, um ihre Kommunikationsbedürfnisse zu befriedigen. Dabei wird sicherlich auch ein Teil der klassischen Briefkommunikation durch e-mail, De-Mail oder E-Postbrief ersetzt, aber der Praxis- und Akzeptanztest für diese neuen Lösungen in der breiten Öffentlchkeit steht ja noch aus. Der Brief wird auch in Zukunft – mit veränderten Erfolgsfaktoren seien Berechtigung und Position im Kommunikationsmarkt haben. Es wird eine Reihe von Sendungen geben, die sich nicht durch elektronische Kommunikation ersetzen lassen und weiterhin physisch versandt werden (z.B. Buchsendungen, Kataloge). Der klassische physische Brief erzielt auch und gerade im Zeitalter der digitalen Kommunika­tion hohe Aufmerksamkeit beim Empfänger und ist daher für viele Versender auch zukünftig ein att­raktives Kommunikationsmedium (z.B. Premiumwerbung). Es wird eine Reihe von Empfängern geben, die ihre Sendungen in physischer Form empfangen wollen. Gerade bei der business-to-consumer Kommunikation werden in Zukunft auch die Präferenzen des Empfängers eine stärkere Rolle spielen als bislang, wo im Wesentlichen der Versender den Kommunikationsweg bestimmt. Für die Kunden wird es daher wichtig, aus einer ganzen Bandbreite von Kommunikationsmöglichkeiten, die für ihre Anforderungen entsprechende Lösung, gegebenenfalls auch situationsspezifisch auswählen zu können. Was bedeutet das nun für ein Unternehmen wie FP- einem mittelständischen Unternehmen im Markt für Postbearbeitung mit mehr als 80jähriger Tradition - und damit stehen wir stellvertretend für eine Reihe von Unternehmen in diesem Markt. Wir sehen die Libersalisierung und den technologischen Wandel als Herausforderugn und Chance für unser Unternehmen Nur wenn wir diese Chance annehmen und die Notwendigekeit des Wandel sehen, können wir auch morgen noch am Markt mit kundenorientierten Produtkien und Dienstleistungen bestehen. Eine besondere Herausforderung ist dabei, und nun möchte ich nochmals auf das Wettbewrbsumfeld zu sprechen kommen, das wir uns im Spannungsfeld von Wettbewerb und Kooperation befinden.