麦肯锡-贝塔斯曼亚太战略规划Bertelsmann Asia Pacific Strategy Final Mainpack-20070104.ppt

1、CONFIDENTIAL Discussion document December 6,2006 This report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKinsey&Company.This material was used by McKinsey&Company

2、 during an oral presentation;it is not a complete record of the discussion.-Fuelling Future Growth in Asia-Pacific 2 With the highest media market growth rate over the next five years,the Asia-Pacific region represents a significant potential market for Bertelsmanns businesses.This growth is driven

3、by rapid economic development,prevalence of new media,transformation in traditional media,and gradual deregulation.However,Bertelsmanns presence in the region is very limited,with just over 1%of its revenue from the Asia-Pacific region in 2005 To fuel future growth and ensure long-term success in th

4、e Asia-Pacific region,Bertelsmann needs to focus on:1)Clearly defining long-term visions to become a leading media player in Asia-Pacific 2)Capturing a number of“stepping-stone”opportunities“No-regret move”by focusing on“Big Three”markets(Japan,China and India)“Expanding horizon”by seeking broader r

5、egional opportunities in digital media businesses“Opportunistic-move”by seizing unique opportunities in Pan-Asia and Vietnam 3)Strengthening leadership presence in Asia-Pacific and building up local capabilities parti-cularly in local talents and networks,acquisition/development/adaptation of new te

6、chnologies Executive summary 3 By 2015,Asia-Pacific will grow to a significant size within Bertelsmanns relevant markets Asia-Pacific countries *Media/entertainment includes:Filmed entertainment,TV networks,TV distribution,recorded music,radio,internet advertising and access spending,video games,bus

7、iness information,magazine publishing,newspaper publishing,book publishing,theme parks and amusement parks,casino and other regulated gaming,and sports.Outsourcing includes:BPO and 3PL.Estimates in 2015 based on forecasted compounded growth rate between 2006-2010.Rank:Countries ranked on global basi

8、s.*Greater China:PRC,Taiwan and Hong Kong.SEA:Singapore,Indonesia,the Philippines,Malaysia,and Thailand *Japan,China,South Korea and India Source:Merrill Lynch;Datamonitor;Statistics Yearbooks;Yankee Reports;IDC;EIU;PWC;team analysis Market characteristics The fastest growing market Dominated in siz

9、e by four countries*(75-80%),with rest of the market fragmented Key drivers Economic growth(35%of world GDP growth from 1995 to 2025)Digitalization,e.g.50%of world TV-enabled mobile handset in 2010 Industry transformation e.g.deregulation and consolidation 586 United States 111 Japan 80 Germany 84 G

10、reater China*42 South Korea 34 Australia 23 SEA*13 India Total media and outsourcing market*in 2006.EUR billion 940-1,100 150-165 110-125 270-290 60-66 43-50 44-48 45-50.in 2015(est.)*EUR billion Rank*Rank*1 2 3 5 10 11 12 9 1 5 2 3 20 15 12 10 4 Bertelsmann trails its major competitors in terms of

11、Asia presence.Estimated Asia-Pacific revenue*2005,EUR Bn (Growth rate 2003-2005)Growth strategy in Asia-Pacific Tbd Country focus (segment market position in 2005)Vertically integrated entry through acquisitions in both content production and distribution Aggressive expansion and localization (StarT

12、V grew at 30%YoY from 1998 to 2002,then 10-15%from 2002 to 2005)India(Star Plus is#1 cable channel;Star TV is#1 Hindi channel)China(Xing Kong is#1 foreign regional channel in Guangdong)Asset-light approach by leveraging Disneys brand name to sell content and operate parks Highly targeted content str

13、ategy,focusing on children and sports(ESPN-Asia)Japan(#1 international media player with revenue from multiple platforms)Entry through leveraging the content of MTV,followed by the launch of VH1 and Nickelodeon Transition to 24hr program aggregator(Asia grew to account for over 35%of the total MTV p

14、aid subscribers in 2005)*News Corp:STAR Networks,ESPN-STAR Sports,Pheonix,Channel V,China Network System(20%),Foxtel(25%),Fox Interactive Media(MySpace,IGN,InterMix),Fox Mobile Entertainment(Mobizzo),Balaji Films,Premier Media Group,Tata Sky,Australian Newspapers,NDS Technology Group Disney:Disney A

15、sia,ESPN Asia,MBC-ESPN Sports,ESPN Chinese Magazine,Disneyland(Tokyo and Hong Kong),J-Sports Broadcasting Corp Viacom:MTV Networks,Nickelodeon,VH1,Flux,Harmonix Music Systems *Australia accounts for 60-65%of NewsCorps revenue from Asia-Pacific region Source:Bertelsmann;annual reports;expert intervie

16、ws;literature search Japan(MTV is#1 music channel)China(#1 book club)2.5(10-15%)1.1(3-5%)0.4(8-10%)0.1 Music 0.2 TRADITIONAL MEDIA NewsCorp*5.and initiatives to capture digital media market on mobile/internet Mobile*Internet*China Mobile for“broad strategic partnership to explore wireless media business opportunities”VeriSign for its Jamba subsidiary provider of mobile entertainment Softbank to launch MySpace.KK(Japan)IDG to co-invest in MySpace China DoCoMo to deliver mobile television content*