A leading player in the German price comparison market

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1 A leading player in the German price comparison market 1

2 Corporate facts Introduction Founded in May 2000 Mgmt. by founders: Dr. A. von Sonntag, C. Habermehl & M. Sinner Axel Springer AG majority shareholder (74,9%) since 09/2006 Long-term commitment of founders Current location: Berlin 120 employees, of which more than 25 are programmers Profitable since

3 Introduction Products of Idealo Since 2001 online with price comparison website July 2004: launch of (Austria) End of 2005: online with flight price comparison website flug.idealo.de October 2006: March 2007: Idealo.de rated best in Studie Software-Initiative review May 2007: UK version of flug.idealo.de August 2007: (France) 3

4 Introduction Current fields of business Product price comparison in DE, AT, UK & FR (core market) Flight price comparison in DE, AT & UK Search engine marketing agency Data mining & market research 4

5 is the core business of the company Product price comparison 5

6 Product price comparison Mobile version at or 6

7 Product price comparison Price comparison Permanently in the top 3 of German price comparison websites Continually updated catalogue by the editorial department In excess of 400,000 products and more than 1.5 M. offers More than 400 categories More than 8,000 shops More than 25 M. page impressions and 6 M. visits per month 2/3 contribution to company s revenues and EBIT 7

8 Product price comparison Nielsen NetRatings Unique Audience (000) Shopping Directories Germany Market Jan 06 Feb. 06 Mar 06 Apr 06 May 06 Jun 06 Jul 06 Aug 06 Sep 06 Oct 06 Nov 06 Dec 06 Jan 07 Feb. 07 Mar 07 Apr 07 May 07 Jun 07 Jul 07 idealo.de billiger.de Shopping.com guenstiger Yahoo! Shopping evendi.de PreisTrend doorone.de Preisvergleich.org Preislexikon.de electronicscout24 Evita market Very competitive market: 20 companies are in battle Market size 15 M. Unique Users, nearly as big as Ebay.de (18 M. UU) Idealo is stronger growing than the market 8

9 Business models of price comparison sites in German market Product price comparison CPC (Cost Per Click) 80% CPS (Cost Per Sale) 20% Banner- & Skyscraper-Advertising Paying for placement in listings not at idealo Market research very small segment for idealo Adsense-Arbitrage idealo is not active in this area White-Labeling very little activity, only Axel Springer Sites 9

10 How idealo.de comes out on top USPs in depth Product price comparison One of the most complete product catalogues in the German market High actualisation frequency of shops data Strong editorial team, search engines favour Unique Content High portion of traffic comes through search engines Product design is enhanced for Search Engine Optimisation Linking from Axel Springer sites is a huge asset Print campaign (2 x 5 M. EUR gross) in Axel Springer titles is a success 10

11 II/200 6 III/2006 IV/2 006 I/2007 II/2007 Growth factors: number of products & categories index (IV/2002 = 100) IV/2002 I/200 3 II/200 3 III/2003 IV/2 003 I/200 4 II/200 4 III/2004 IV/2004 I/200 5 II/200 5 III/2005 IV/2005 I/2006 products categories clicks Product price comparison

12 Cooperation with Axel Springer AG Advertising print campaign in AS titles First flight from November 2006: 5 M. EUR gross Second flight from August 2007: 5 M. EUR gross Print wirkt print advertising works 12

13 The success of print advertising impact on product price comparison Cooperation with Axel Springer AG Clicks idealo.de Print marketing spendings in thousand 0 Aug 06 Sep 06 Oct 06 Nov 06 Dec 06 Jan 07 Feb 07 Mar 07 Apr 07 May 07 Jun 07 Jul 07 Aug 07 0 Clicks up by 40% (August 07/August 06) 13

14 Cooperation with Axel Springer AG Print advertising campaign led to significant increase in brand awareness Source: Market survey of Computer Bild (copy test) Percentage of readers 80% 70% 69% 60% 50% 40% 30% 20% 38% 31% 10% 0% 7% Oct Apr Idealo known Idealo already used 14

15 Whitelabel intergrations of idealo.de price comparison into major AS sites Cooperation with AS AG 15

16 Cooperation with AS AG Editorial placements BILD-Zeitung

17 Cooperation with Axel Springer AG Editorial placements Hamburger Abendblatt

18 International product price comparison - schedules Product price comparison international July 2004: launch of with significant share since 2006 October 2006: launch of August 2007: launch of Planned for 2008: (Spain) (Italy) (Poland) 18

19 Product roadmap Growth potentials for idealo Verticals: products, electricity, gas, hotels, car rental Features: newsletter, community, bonus systems, affiliation International:.fr,.es,.it,.pl 19

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