tolino - a unique cooperation The continuing success story of digital reading
Agenda
1
1. The tolino alliance
2. The tolino ecosystem
3. Strong partners, strong brands
4. The tolino effect
5. tolino at Hugendubel
TOLINO ALLIANCE
The largest German booksellers and Deutsche Telekom formed an unique alliance in the eBook market
The booksellers run their own shops on tolino branded devices
Telekom provides a white label Ecosystem and the Hardware/Apps for the tolino product family
Booksellers
focus on marketing and sales
own the customer
decide on the offering and price
provide the webshop
2
BENEFITS OF AN ALLIANCE
tolino represents an investment that a single bookseller would not be able to afford
tolino is the only product developed in tight cooperation with the booksellers
The roadmap of tolino as well as the features of Apps and Clients are defined in tight cooperation among DT and the booksellers Alliance buying power enables economies of scale for device prices
3
TOLINO ROLL OUT MILESTONES
BE
tolino shine
tolino vision
tolino vision 2
tolino tab 8”
IBS
# 1 ecommerce
service in Italy
November 2014
2013 2014
DE
AT
CH
Libris
Largest Dutch chain of independent booksellers
Soft-launch December 2014
DE NL
Libri
Largest German wholesaler offering a whitelabel solution for
independent bookstores
October 2014
IT
Standaard Boekhandel
Largest retailer chain in Belgium
July 2014
tolino tab 7 ” and 9”
4
SHORT-TERM OUTLOOK
BE
Club
Largest retailer chain in French part
of Belgium (acquired by Standaard
Boekhandel)
September 2015
2015 NL IT
Emmelibri
Largest Italian wholesaler will offer a whitelabel
solution for independent bookstores
September 2015
IT
TO BE CONTINUED…
new devices for Xmas business and
more yet undisclosed tolino
partners
!
5
Libris
Official launch
June 2015
Libraccio
Independent book chain
May 2015
Agenda
6
1. The tolino alliance
2. The tolino ecosystem
3. Strong partners, strong brands
4. The tolino effect
5. tolino at Hugendubel
TOLINO ECOSYSTEM
7
Telekom Cloud
DEVICES CONTENT HUB
APPS & CLIENTS
SHOPS - FRONTEND
3
CLOUD SERVICE
8
Enables cross-device availability of
eBooks
Synchronization of last read position,
bookmarks, notes etc.
Users can upload own content into
their library via the Cloud
Upload is possible directly from the
devices and the apps
No extra login required
Even for uploaded own content Adobe
DRM is supported
3
9
TOLINO PRODUCT FAMILY
10
NEW APP GENERATION FOR ANDROID AND APPLE OS
Agenda
11
1. The tolino alliance
2. The tolino ecosystem
3. Strong partners, strong brands
4. The tolino effect
5. tolino at Hugendubel
12
BRAND MARKETING WITH HIGH RANGES
Since its market launch, there have been 6 large TV campaigns, accompanied by print ads, out of home and radio campaigns.
Within 23 month, a brand awareness in Germany was achieved by 65%
April 2013
January 2014
7.6%
65%
*Aided, Source: tolino alliance
Brand awareness*
13
TOLINO IN ALL RETAILERS‘ CHANNELS
tolino is currently sold at more than 1.500 PoS
PoS presence is one of the core differentiators traditional booksellers can leverage from
In-store presentation is a key success factor – customers can experience the product and ask questions
tolino partners benefit from the complete range of marketing materials, TV spots, product presentations, flyers and in store furniture solutions
Agenda
14
1. The tolino alliance
2. The tolino ecosystem
3. Strong partners, strong brands
4. The tolino effect
5. tolino at Hugendubel
tolino is already present in
6 countries with 20 different brands over 1.500 PoS
We serve about
3.5 mn readers with more than 1.5 mn transactions/month
TOLINO IN A NUTSHELL
well over 1.5 mn devices sold We offer a catalogue of about
1.8 mn eBooks
15
TOLINO ECOSYSTEM IS PUSHING BACK
16
Others (iBooks, Google…)
tolino Allianz
Amazon
48
30
22
43
37
20
42
38
20
45
40
15
47
38
15
100
90
80
70
60
50
40
30
20
10
0
Q2 13 37 38 40 38 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14
Source: GfK
44
39
17
GfK figures - eBook market development Germany
44
14
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Before tolino
DOUBLE PAYOFF
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PoS – physical
Online – physical
Online – eBook
After tolino
PoS – physical
Online – physical
Online – eBook
eBook market is yet only a fraction of online physical sales. Still eBook consumers create an uplift in online sales, too!
The existing gap between PoS market share and online sales increased steadily.
Agenda
18
1. The tolino alliance
2. The tolino ecosystem
3. Strong partners, strong brands
4. The tolino effect
5. tolino at Hugendubel
TRADITION GOES DIGITAL
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Heinrich Karl Gustav Hugendubel opens the bookstore at Salvatorplatz in Munich
Heinrich Hugendubel opens Germanys first large-scale bookstore at Marienplatz in Munich
The first store outside of Munich opens in Nürnberg
The first store outside of Bavaria opens in Frakfurt
The store in Ulm impresses with its new „Kinderwelt“
Rostock and Siegen establish the first „Bewusster-Leben-Welten“
The popular eReader tolino shine is the Stiftung Warentest Preis-Leistungs-Sieger.
The Tablets tolino tab 7“ and 8,9“ are launched
The online bookstore www.hugendubel.de is launched
Hugendubel incorporates Buch Habel, Ganghofer, Schmorl & von Seefeld und Weiland
Hugendubel celebrates its 120th anniversary
Hugendubel.de now includes over 1 Mio. eBooks
The eReader tolino vision 2 impresses with its Water Protection and tap2flip
The siblings Nina and Dr. Maximilian Hugendubel now run the family business in 5th generation
Integrated multi-channel
Symbiosis of 4 channels benefits of the
different worlds are linked to create ONE brand experience
Online benefits from physical presence and brand of stores
Online as additional infrastructure that brings customers closer and leads the customer back to store
tolino customers buy ebooks at Hug.de
Long-term customer loyalty due to offering four sales channels that fulfil every kind of reading-/shopping need
Media brand Hugendubel
Integrated B2B business with multifaceted growth directions
Profitable and strongly increasing online business
Competitive ebook solution - only alternative to amazon in DACH
Stores in nationwide top locations
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MULTI-CHANNEL-CONCEPT BASED ON 4 SALES CHANNELS AND BRAND
90 STORES ARE ENGINE FOR DIGITAL BUSINESS
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Strong brand in German book retail market
10 flagship stores with nationwide brand exposure
17 million customers per year
1.700 employees
Emotional store concepts due to experience worlds
Stores as most important USP for digital business:
Personal advice for tolino increasing elderly target
group gets reached
Customer knowledge very expensive big data as done
by amazon not necessary
Acquisition of new digital customers without expensive online marketing
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TOLINO IN STORES
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TOLINO IN STORES
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TOLINO IN STORES
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TOLINO IN STORES
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TOLINO IN STORES – NOBODY IS PERFECT
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TOLINO IN STORES - INTEGRATED
HUGENDUBEL‘S CHALLENGES
1. Optimal interlocking of our four “floors”/sales channels
2. Improvement of each „floor“ to stay competitive in all sales channels
3. Change Management („Tradition goes Digital“)
4. Increase sales of tolino devices in own 90 stores (focus on sale and service)
5. Convert loyal store customers in Hugendubel.de customers
6. Migration Hugendubel.de and eBook.de
7. Identify our store customers
8. Increase Multi-Channel Marketing activities
9. Increase sale of tolino devices through 3rd party partnerships
28
Thank you
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