Investment in Ozon Investor Presentation April 2014
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Investment in Ozon Investor Presentation April 2014 Disclaimer Certain statements in this presentation may contain assumptions or forecasts in respect to forthcoming events within JSFC Sistema. The words “expect”, “estimate”, “intend”, “will”, “could” and similar expressions identify forward- looking statements. We wish to caution you that these statements are only predictions and that actual events or results may differ materially. We do not intend to update these statements to reflect events and circumstances occurring after the above-mentioned date or to reflect the occurrence of unanticipated events. Many factors could cause the actual Sistema’s results to differ materially from those contained in our projections or forward-looking statements, including, among others, deteriorating economic and credit conditions, our competitive environment, risks associated with operating in Russia, rapid technological and market change in our industries, as well as many other risks specifically related to Sistema and its operations. 2 Transaction Overview Ozon Group > Russia’s leading e-commerce platform > 15% of all online buyers in Russia; 20% of Russian online users > 16 mln unique monthly visitors > Established logistics chain with own delivery service Key terms: > US$ 75 mln for 10.8% through subscription to the new rights issue (MTS also invests in Ozon at the same terms – 10.8% for US$ 75 mln) > 2 out of 8 seats on the Board of Directors (1 for Sistema, 1 for MTS) with certain veto rights on competition Rational: > Russian e-commerce market is expected to triple structurally by 2018 > Ozon Group is a leading e-commerce platform in Russia with the strongest brand and its own logistics network > Ozon Group focuses on product categories which are relevant for Sistema’s subsidiaries and synergies may be achieved between the Groups OZON offers an attractive entry point into Russia’s rapidly growing e-commerce sector 3 E-Commerce Market in Russia Russian internet audience and penetration E-commerce penetration by country, 2013 70% 57% 49% 53% 10.4% 43% 25% 27% 29% 13% 15% 18% 102 7.3% 8% 70 76 82 61 6.0% 12 19 22 26 35 38 41 5.6% 5.5% 4.8% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013P 2018P Monthly unique users, mln Penetration 3.1% 2.8% Share of e-commerce in Russia (% of total retail*) 0.7% UK USA Germany China France Russia Brazil Russia India US$ bln>> 8 12 36 72 2018 2013 CAGR CAGR CAGR 15% 7.0% > Russian internet penetration is rapidly increasing and expected to 44% 4.5% 23% achieve 70% by 2018 1.5% 1.8% > E-commerce penetration in Russia is still low compared to other countries, providing an opportunity for significant growth 2010 2012 2015 2020 > E-commerce growth expected to follow internet audience expansion but Forecast for 2012-2015 with 2-3 years lag Source Forecast Morgan Stanley 44.2% > The market is currently highly fragmented, with a multitude of smaller InSales 37.5% players, while the market leader OZON has ca. 3.3% of the market. VTB Capital 33.3% Wall Street&eMarketer 27.0% Data Insight 22.5% Euromonitor 19.8% *Morgan Stanley ** Euromonitor 4 Evolution of the E-commerce Market in Russia 1995-2010 2011-2014 2015-2020 (forecast) Market formation Emergence of market leaders Market consolidation > Market size: US$ 0.5-8 bln > Market size: US$ 8-15 bln > Market size: US$ >50 bln > Revenues of leaders: US$ <0.05 > Revenues of leaders: US$ ~0.5 bln > Revenues of leaders: US$ ~3 bln bln > PE Investment in market leaders: > Strategic investments in market > Venture investment in market US$ 50-500 mln leaders: >US$ 1 bln leaders: US$ 0.1-10 mln > High level of competition > IPOs of market leaders > Entrance of a large quantity of > Emergence of leaders in market > Consolidation of market players players into the market segments > Formation of strong local players > Lack of obvious leaders by market (following the pattern of the success of segments Yandex and VKontakte) The right time for Sistema to invest in the segment The industry is at the stage where Private Equity and strategic investors are buying into the major players 5 OZON Group Today Growth of Gross Merchandise Value* > No.1 multi-category online seller in 14 categories of goods > 10 mln of registered users RUB bln > 750,000 unique visitors per day 23,8 > Over 3.5 mln orders delivered in 2013 CARG 65% 15,9 > One of the largest online seller of clothes, footwear, bags and 8,7 accessories – 5th place in terms of traffic 5,0 > 4,4% of online purchases of footwear in Russia 3,2 > Over 250,000 pairs of shoes from over 400 brands > The quickest-growing segment in e-commerce 2009 2010 2011 2012 2013 > No.1 B2C Internet resource for travelling in Russia > 1.5 mln unique visitors per month > 278,000 hotels available for order Shareholder structure > 5 logistic terminals, total area >33 thous. sq.m > More than two thousand self pickup points Other Baring 31% > 3.9 mln parcels in 2013 Vostok CP 34% > A B2B service launched in 2013 that helps Russian and Index Sistema and international brands to develop strategies that improve their Ventures MTS online sales, find technological solutions, and to process and 14% 21% deliver the orders * Gross Merchandise Value is the total paid by customers for goods and services icnl. VAT 6 Leadership in Key Segments for Sistema Broadest selection of products Diversified sales % SKUs w/o Media % Net Sales Other Beauty OZON Beauty Sports 6% Shoes and Shoes and 3% apparel travel 3% apparel 16% 7% 15% Home&Deco Toys&Kids 13% Gifts 7% 2% Electronics Toys&Kids 6% 16% Media Art 33% 2% Gifts Electronics Art Sports 16% 23% 23% 2% Home&Deco 6% Leadership in Electronics Leadership in Moms&Kids 21 20 58 21% 19% 9 19% 11 43% 5 22% 17% Svyaznoy Ozon.ru M.Video Ozon.ru Detsky mir Mytoys.ru SKU, '000 % brand awareness among online buyers SKU, '000 % brand awareness among online buyers *Source: RBC research 2012 7 Developed Logistics Platform: O-Courier Fast growing delivery business Large storage and sorting area Parcels delivered, mln Pick-up points Map of logistics terminals 3,9 2 253 1,9 480 St.Petersburg 140 Tver Moscow 2010 2013 OZON Lamoda Wildberries Ekaterinburg Novosibirsk Delivery channel, % of orders Nationwide delivery service which covers 160+ largest cities in Russia Euroset Other Russian Post 4% 2% > Next day delivery in Moscow and St- 7% Petersburg > Total warehouse storage and sorting area of >33,000 sq m > 2-8 day delivery into other regions > 4,900 staff engaged in delivery services (incl. outsourcing) > Contracts with 6 line haul forwarders O-Courier > 3.9 mln orders in 2013* agents O-Courier > Integration with major courier > Contracts with 31 regional forwarders 31% 56% services and freight forwarders > 640 couriers (incl. outsourcing) > 8% of third parties orders in 2012 * Including processing of 0.3 mln orders via Russian Post and Express Delivery 8 OZON Operating Growth Growing Internet Audience of OZON High Share of Loyal Customers Average monthly unique visitors, mln 16.0 13.7 1.5 1.0 2.0 10.4 2.5 69% 0.5 1 order every 6 months 2.1 12.5 10.2 7.8 16% 2 orders every 6 months 15% 3+ orders every 6 months 2011 2012 2013 Customers OZON.ru Sapato.ru OZON.Travel Increasing Customer Spending Unrivalled Brand Recognition* 96 Average order value of OZON.RU, RUB 91 86 69 61 52 53 2 155 44 43 41 39 +6.7% 28 23 15 11 18 11 17 16 2 2 6 3 7 7 2 7 5 6 2 020 2012 2013 First mentioning Spontaneous brand awareness Prompted awareness *Source: Romir Research 9 Potential Synergies with Sistema’s Group OZON deal unlocks a great deal of synergies with Sistema’s companies Detsky MTS- MTS mir Bank Audience expansion and stronger market position > Increase traffic in PoS > Wider assortment for online sales > Strengthen MTS’s brand by expansion in the area which > OZON client base > CRM/Joint bonus programmes and compliments its core mobile and retail businesses > Extension of footprint (delivery service) loyalty programmes/Target marketing > Exclusive contract for selling plans and smartphones > Joint marketing campaigns > Joint bonus programmes and loyalty programmes Benefits from online market experience > Access to active online buyers; potential cross sale > OZON market experience and market insight > The use of e-commerce growth to boost of MTS services > Better understanding of online customers the usage of modern banking services > Outsourcing of online development function behaviour > Online channel for distribution of credit cards Cost reduction > Reduction of fixed costs share by higher volumes > Lower costs of ordersassembly and delivery due > Partial use of OZON's logistical infrastructure to OZON volumes > Lower delivery costs > Decrease in fixed and direct costs due to larger volumes Sistema’s investment in OZON opens up potential e-commerce opportunities for several portfolio companies 10 Thank you for your attention! 11 .