Marcin Bosacki: Transformation in Europe. View from alternative operator.
1. Transformation in Europe.
View from an alternative operator
Marcin Bosacki
Head of International & Social Media
InPost
2. Agenda
Company overview
Postal liberalisation
Latest trends in the industry
E-commerce - easyPack by InPost
Facebook commerce and mobile commerce
Social Media
3. 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
4. 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
5. Liberalisation
Long proccess – from 1992
to 2011
Still monopolistics
markets – alternative
players usually not
exceeding 10% of the
market shares
Barriers for newcomers
6. Mail is no longer the main means
of correspondence
107 438.5
trillion Billion physical
emails mail
Source: Business Insider and UPU
9. 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/
10. 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/
14. 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/
15. 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/
16. „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
18. >80% of population in Europe
have shopped online
Source: My Coupons Codes
19. 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
21. 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
22. 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
23. 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
24. 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%
26. 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
27. 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
29. 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
30. 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
31. 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
32. 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
33. Thank you for your attention
visit our stand no 4073
Marcin Bosacki
Head of International & Social Media