Marcin Bosacki: Transformation in Europe. View from alternative operator.

Transformation in Europe.
View from an alternative operator

Marcin Bosacki
Head of International & Social Media
InPost

Agenda
 Company overview

 Postal liberalisation

 Latest trends in the industry

 E-commerce - easyPack by InPost

 Facebook commerce and mobile commerce

 Social Media

Listening to customers’ needs and
observing market trends

Distribution of Postal services Financial and insurance MVNO operator
unaddressed mail largest alternative postal
services
Services for Carrefour Mova
market leader in operator in Poland Offer for businesses and and new service Freem
distribution for supermarket
individuals launched in Autumn 2010
chains

Distribution of UDM in Automated parcel Logistics services
Ukraine terminals InFlavo
logistics support to Group’s
Services in over 300cities Sending and collecting Internet shops on
subsidiaries
parcels 24/ 7 Facebook

InPost – wavemaker from Poland
 Listed on the Warsaw Stock Exchange
 The largest private postal group
in Poland
 World Mail Awards winner
 Growth (2010),
 Innovation (2011)
 e-comerce (2011)
 Business culture and Performance
reflected in earnings and recognised by
investors
2011

Liberalisation
 Long proccess – from 1992
to 2011

 Still monopolistics
markets – alternative
players usually not
exceeding 10% of the
market shares

 Barriers for newcomers

Mail is no longer the main means
of correspondence

107 438.5
trillion Billion physical
emails mail

Source: Business Insider and UPU

Paper mail in 2020 - ?

vs

Google as an MVNO in Spain
 „What you see is every telecom
exec’s nightmare”

 Cooperation with local telco
companies such as Telefonica,
Vodafone etc via MNVO

First tests in Spain … then rest of
Europe - ?

Source: http://9to5google.com/2011/09/22/google-becomes-a-virtual-mobile-network-operator-in-spain-
rest-of-europe-coming-soon/

Google product search

 Entering e-comemrce
business

 Free solution to:
 increase traffic
and sales
 reach qualified
shoppers

Source: http://9to5google.com/2011/09/22/google-releases-new-product-search-to-enhance-shopping-
experience/

10% of purchased done via mobile

 More smartphone available

 2 million transcation done via
mobile in eBay UK in August 2011

 Popular categories are fashion,
DVDs, Film, TV, PC and gaming,
consumer electronics, music,
sporting goods and jewellery

Source: http://www.internetretailing.net/2011/09/mobile-now-accounts-for-more-than-10-of-all-uk-ebay-
purchases/

19% of sales for John Lewis is
done online
 2011 – 19% of sales done online

 2014 – 1 billion GBP of turnover

 Delivery to 33 countries

 Further projects: Click &
Collect concept

Source: http://www.internetretailing.net/2011/09/john-lewis-predicts-1bn-turnover-online-within-three-
years/

„If I had to guess, social commerce is the next to
blow up” – Marc Zuckerberg, CEO of Facebook

Facebook Mobile
E-commerce
commerce commerce

E-shops on MVNO – free access
easyPack Facebook to internet via phone

19% growth of e-commerce per year

Source: Invesp

>80% of population in Europe
have shopped online

Source: My Coupons Codes

420 machines in Poland
Number Max dimensions
Size
of boxes (in cm)
 Self-service pick-up points for
collecting and sending parcels Size A 32 8 x 38 x 64 cm

 SMS / email notification about the Size B 32 19 x 38 x 64 cm

parcel in the machine Size C 12 41 x 38 x 64 cm

 User and producer of the machines

 Machines already contracted to 12
countries

easyPack operating markets usage data
 74% prefer easyPack vs
37.45% - collection between 18:00 – 8:00
courier delivery

 51% parcels collected
within 6 hours

 17 sec average time
needed to pick up a
parcel

Source: CATI research 1Q 2011 Polish market, research sample 600 buyers, & own data

What we achieved in 2 years
 420 machines in over 100 cities in Poland
 12 countries contracted in 2011 … more to
come
 Over 500 active e-retailers
 New segments – MLM, return logistcs etc

 Customer database:
 >200.000 fans on Facebook
 >300.000 customers used the service
(registered and non-registered users)
 61% clients used easyPack 24/7 again

56% growth of easyPack deliveries
 Paatal.pl customers soft roll out
 56% growth of easyPack delivery after the
promotion (lack of materials for analysis before
the promotion- new shop)
 During action percentage easyPack relative to
other delivery option is 18% and after action 23%.
 Communication channels:
 On-line activities: banners + subpage
 E-mailings
 Posts and graphics on facebook.com/paczkomaty
 E-mailing statistics:
 Database 97 463
 Unique opens 18 499 – 18%
 Unique click 274 – 0,2 %
 Results:
 over 127 participants received a special gift-
product

Groupon sales up to 97% products via easyPack!
 Communication channels
 Standard daily e-mailings of Groupon
 On-line activities: banners + subpage
 Groupon application for iPhone

 Delivery options:
 UPS
 easyPack by InPost

 Results:
 Depending on the product that is offered
delivery option via easyPack goes from
37% up to 97%
 Average share of deliveries to easyPack
75%

Second largest
network globally

16 000 easyPack
by 2016

440.000 Groupons of GAP worth 11
million USD in one day of August 2011

 750 million FB users

 250 million user FB
via mobile device

 50% of them use FB
every day

Source: Facebook stats, Spinback

InFlavo – new sales channel via Facebook

 InFlavo - Facebook application
which allows companies and
individuals to sell their
products through via Facebook

 Integrated with payments and
delivery options

 easyPack 24/7 as a major
delivery channel

8.5% of total e-commerce to be made
via mobile in 2015

 1.2 billion USD – 2009

 119 billion USD – 2015

 M-commerce
 m-commerce
 m-ticketing
 m-coupons
Source: Microsoft Tag

FreeM – new MNVO with targeted ADs
Pick up the WWW Start Advertisement Landing Page

Free surfing After 300 kB or after 30 minutes
… and free surfing again
next advertisement

Using social media to interact with customers

 Interaction with fans

 Acquiring new customers

 Education about services

 Promotion with e-retailers

 Feedback from customers

 Channels: Facebook, Twitter,
YouTube, SlideShare, LinkedIn etc

81% conversion rate
The best member get member concept in social media

 InPost LOVE

 Sending „Love letter” using hybrid mail
linked with Facebook

 Pick up a friend to give a present

 Friends to choose easyPack 24/7 for
collecting their present

 12.000 new users

Thank you for your attention

visit our stand no 4073

Marcin Bosacki
Head of International & Social Media

Marcin Bosacki: Transformation in Europe. View from alternative operator.

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