Price Comparison in Turkey specializing in Personal Finance. Business model of Aggregators

1. Price Comparison in Turkey
specializing in Personal Finance
Mehmet Alhas
Marketing Manager
27.02.2012

2. Comparison Websites
- Comparison websites / price aggregators began as
early as in 1995
- They started to become widely used beginning
2000s
- Google entered the market in 2002 with its own
product Froogle (later Google Product Search)
- Yahoo acquired Kelkoo in 2004
- Large comparison sites emerged from the US and
the UK

3. Major comparison sites in personal
finance and travel

4. Internet in Turkey
• Internet penetration increased to 44% as of 2011
• 71% of population go online every day
• 9 out of 10 people research about brands online (world
average is 7.5 out of 10)
• Internet access by mobile phones is 22%. The highest usage is
at the time of traffic to bussines or from bussines (before and
after work hours)
• 9 million out of 18 million households have internet access
(2010)
• 43% of internet users are female
• Google is the leading search engine (99%)

5. Internet usage by age groups
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74
Turkey Male Female

6. European internet usage by country

7. Price comparison in Turkey
• Internet users getting used to price
comparison
• Price comparison first started with consumer
electronics
• Beginning 2000s, online insurance comparison
started
• Currently sites exist in verticals including
insurance, money and travel
• Still at early phase, but growing rapidly

8. Price comparison sites in Turkey
Money Insurance Travel Products

9. Potential
• There are 49 banks in
Turkey
• Total insurance policies
grew by 30% in last 2 years
• Online insurance is still
uncommon, but improving
• Travel is strong online, but
there is no single strong
brand for price comparison

10. Aggregation sites’ business model
• Cost per sale / commission is the
CPS widely used and accepted model
• Banks are getting used to paying per
CPL lead
• Widely accepted thanks to Google, still
CPC relatively low margins
CPM / banner • Widely used
ads

11. Enuygun.com in numbers
• The biggest price comparison site
in Turkey specialized in personal
finance
• Forwards more than 100.000
personal loan leads to banks each
month
• Forwards more than 5.000
mortgage leads to banks each
month
• 25.000 airfare comparisons a day
• Thousands of insurance leads
each month
• 750.000 members
• 1 mio unique visitors a month
• 5.5 mio page views a month

12. Verticals and Channels
13 ways to help customers save time and money
Other
Money Travel Insurance
services
Motor
Mortgages Airfares ADSL / Fiber
insurance
Personal
Hotels MTPL GSM tariff
loans
Home
Auto loans
insurance
Health
Credit cards
insurance
Personal
accident
insurance

13. Data collection methods
• Some companies provide their data in XML form for us to access directly.
XML feed Our preferred method, and more companies are switching to this method
each month
Data feed from • Especially in the travel vertical, data is provided by third party data
companies providers.
• In cases where we need accurate data that changes very quickly, we use
Screen scraping screen scraping. Although this method is highly dependant on the data
source’s design, with updates a couple of months this method works well.
Manual data • Used especially in the money vertical, where data is updated around once
or twice each month. Banks inform us about their rates via email, or we
collection check their websites to see the updates.

14. Business Model in Money Vertical

15. Strong media coverage and visibility
with weekly press bulletins and
financial analysis reports
Enuygun.com 2012 - Strictly Confidential

16. Enuygun.com finance, insurance
and service provider customers

17. Thanks!
Mehmet Alhas
Marketing Manager
Enuygun.com A.Ş.
+90-216-575-0140
mehmet.alhas@enuygun.com