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Perspective: Tapping trends How to capitalise on a megatrend Alexander Broch General Manager AUTO BILD-Group Head of International Licensing & Syndication Axel Springer Auto Verlag, Germany
Perspective: Tapping trendsHow to capitalise on a megatrend
Alexander BrochGeneral Manager AUTO BILD-GroupHead of International Licensing & SyndicationAxel Springer Auto Verlag, Germany
Axel Springer October 2017
Capitalising on developing trends: How the AUTO BILD-group uses the megatrend Connected Car to develop new revenue streams
October 2017
Europe’s leading digital publishing house
Business model: paid models (national & international)
marketing models
classified ad models
Digital media channels contribute nearly 75% of total revenues today
Key facts
Axel Springer at a glance
Capitalising on developing trends
* Total gross contacts/month; sources: AGOF digital facts Ø Jan‘17–Mar’17 aged 14 and above; ma 2017, ma 16 II, AWA 2017
October 2017
European market leaders: AUTO BILD and COMPUTER BILD
33.2 million gross contacts/month
Group
13.5 mio.*Print + Online + Mobile
Group
19.7 mio.*Print + Online + Mobile
Capitalising on developing trends
Integration into core business
Development of new products
Merger of content and product
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Megatrend Connected Car: 3 main steps for new revenue streams
October 2017 Capitalising on developing trends
1986 1996 2001 2002 2007 2013 2014 2016
Successful growth of the AUTO BILD-group by a consistent umbrella brand strategy
October 2017 Capitalising on developing trends
October 2017
AUTO BILD
COMPUTER BILD
Synergies of our brands develop Connected Car
Capitalising on developing trends
Special testing scheme in every comparison test in AUTO BILD
Focus on technical systems in COMPUTER BILD
Connected Car channel on autobild.de and computerbild.de
October 2017
Special editions
Connected Car creates new advertising possibilities
Capitalising on developing trends
Segmentation
„AUTO BILD elektro“- special reaches new advertisement clients
„Connected Car“: special topic area in all sub brand magazines
„Connectivity Report“ in AUTO BILD REISEMOBIL and connected car test scheme in AUTO BILD ALLRAD
October 2017
Connected Car Award presented at the CES in Las Vegas since 2013
Capitalising on developing trends
Yearly award for the best innovations in the field of connected cars
High brand visibility and strengthening contact with industry experts
Additional revenues by extra ad sales
Readers‘ price
October 2017
Connected Car content also matters internationally
Capitalising on developing trends
Benefits for our international partners in more than 29 countries
Synergies of international ad campaigns with connected car content
Example AUTO BILD España
Wrap-Up
Integration into core business enables Axel Springer to reach new audiences in the reader market and advertising market (industry, OEMs).
October 2017 Capitalising on developing trends
Integration into core business
Development of new products
Merger of content and product
1
2
3
Megatrend Connected Car: 3 main steps for new revenue streams
October 2017 Capitalising on developing trends
October 2017
First phase: Acquisition of Clever Tanken
Capitalising on developing trends
Clever Tanken
No. 1 gas price comparison in Germany
Assets Regular ad sales
Location based services – Clever Deals
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Clever Tanken: 17.0 mio. visits / month
Mehr Tanken: 9.6 mio. visits / month
ADAC Spritpreise: 8.0 mio. visits / month
* Source: Clever Tanken: Google Analytics; Mehr Tanken: SimilarWeb and IVW; ADAC: own estimate
October 2017
Second phase: Integration into the car
Capitalising on developing trends
AUTO BILD and Clever Tanken provide automobile manufacturers vehicle dataand location based services
Implementation at Volkswagen and Škoda(One App)
Mobile services
We are inside the car!
Clever Tanken
Assets
October 2017
Third phase: Development of Clever Laden
Capitalising on developing trends
Systematic development of the Clever Tankenapplication via deep integration
E-mobility-solution with new innovative features for charging station data base
Early detection of the e-mobility field
Assets
Clever Laden
Wrap-Up
For the first time Axel Springer extends its role of a pure publishing house to an integrated product provider.The development of Clever Laden forms the basis to adapt the service to e-mobility.
October 2017 Capitalising on developing trends
Integration into core business
Development of new products
Merger of content and product
1
2
3
Megatrend Connected Car: 3 main steps for new revenue streams
October 2017 Capitalising on developing trends
October 2017
Future pioneering strategy: Axel Springer editorial content available inside the car
Capitalising on developing trends
Autonomous driving becomes more and more relevant; 10 million self-driving cars will hit the road by 2020*
Current development of Clever Tanken and Clever Laden creates the perfect platform for intelligent content output inside the car
Individual Axel Springer content can be integrated into the technological base
* Source: Forbes (2017)
Pioneering strategyVision
Content
Wrap-Up
Equipped for the future:Merger of content and product enables Axel Springer to establish scalable new revenue streams.
October 2017 Capitalising on developing trends
Sum-Up megatrend Connected Car
October 2017 Capitalising on developing trends
Integration into core business enables Axel Springer to reach new audiences in the reader market and advertising market (industry, OEMs).
1. step:
For the first time Axel Springer extends its role of a pure publishing house to an integrated product provider. The development of Clever Laden forms the basis to adapt the service to e-mobility.
2. step:
Equipped for the future: Merger of content and product enables Axel Springer to establish scalable new revenue streams.
3. step:
…and more to come:
