Rafael Abramyan Rambler Group - Sberbank
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Rafael Abramyan
Rambler Group
1
Rambler Group today
MEDIA VIDEO O2O
ENTERTAINMENT
1 2 3
Rambler.ru and a number Online video streaming Afisha/Rambler-Kassa
of leading media brands platform media and ticketing service
and more…
62m+ Monthly cross-
device audience 1m+ Monthly paying
users
2
MEDIA business at a glance
#1 Digital Media Holding in Russia 2020 and beyond
Improving the platform & introducing
selected new features
62m 9m +20%
1
Personalization and
Monthly Daily YOY recommendation engines;
Audience Audience Growth regional expansion to offer
local content
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Selected product upgrades
3
Increasing the share of video
content
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O2O business at a glance
#1 Movie ticketing service in Russia 2020 and beyond
Aggressive growth in both cinema and non-
cinema segments
B2B
Connecting more cinemas to fulfill the
40% 550+ full coverage promise. Enter the offline
events ticketing market
Movie e-ticketing Cinemas with
market share direct connection
to the platform
Dwell on the distribution opportunities
with Sberbank (Sberbank Online app,
B2C Spasibo)
450k+ 10m Afisha: regional expansion; geotag-based
content aggregation; event/content
Movies and events POI* ratings
in the database submitted by recommendation system. Increase of
users video content share
* Point of interest
4
VIDEO business deep dive: Okko evolution
PLAY
From part of telecom company… to being an independent service… acquired by Rambler Group… becoming part of Sberbank ecosystem
2007-2013 2014-2017 2018 2019
• R&D division, operated by • Independent company. • # 1 cinema chain starts • Soaring revenue & subs base
WiMAX provider Yota New Okko branding rebranding to Okko. First • Integration with Sberbank
• Web/mobile platforms. • Establishing of core team case: Afimall City services and products
“Russian iTunes” still engaged right now • EPL exclusive rights secured
Revenue, RUB Paying subs
1 200th
5 000m Revenue Revenue
REVENUE
PAYING SUBS
+80% YOY +100% YOY
3 750m
800th
2 500m
400th
1 250m Paying Users
-
3x YOY
-
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VIDEO business deep dive: Okko today
One of the leading OTT Services in Russia
with #1 position in EST*
1 million
Paying users (2019E)
43k
Content pieces
For each and every taste
• Available on all major platforms,
including gaming consoles and tablets Series Movies
• Okko.Sport – exclusive holder of English
Sports Edutainment
Premier League rights in Russia
Kids Culture
• Okko.Theater – new business stream
launched in November 2019
* OTT - Over the Top (direct-to-consumer distribution via internet). EST - Electronic sell-through (purchase of digital copy)
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VIDEO business deep dive: key focus in 2020 for
Okko – product and technology
Ensuring best-in-class product offering with top-notch UX/UI and undisputed tech leadership for
years to come
Action plan
2020 2021-2023
Ensuring leadership in UX/UI Cross-device usage link, seamless 4k live
Product
convenience and responsiveness streaming across platforms; leadership in
improvements among competition NPS score and customer satisfaction
Recommendation Recommendation engine enhancement 80% of usage initiated by recommendations;
system and full roll-out measured accuracy > 75%
Transforming infrastructure/code for Full cloud readiness with auto-scaling
Cloud hybrid deployment capabilities
Strong synergies with Sberbank
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VIDEO business deep dive: key focus in 2020 for
Okko – content
“Display of
Wining in content Co-production
displays” strategy
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Partnership with leading Boosting rights deals Largest own production
local and international with global and local pipeline announced:
content providers majors • over 18 movies and 44 TV
series in 2020
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Alternative content
2 production pioneer:
Top-notch alternative
with many more soon to come… • Okko Theater: co-production
content expansion
with leading Russian and
international venues
• Non-scripted shows: driving
user retention, linear TV
and counting… substitute
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VIDEO business deep dive: key focus in 2020 for
Okko – distribution and marketing
Distribution and marketing highlights:
• Maintaining and, where applicable, establishing leadership in current and new platforms
Smart TV • Promo subscriptions with new TVs, promo codes, joint marketing
• Investment in brand and content marketing to drive recognition
Marketing • 3600 marketing presence including TV, outdoor, digital, transport/HoReCa to ensure
maximum coverage; ~6x increase of annual marketing spend by 2023
Partners
• Product bundling, distribution of printed promo codes, special offers
(Telcos, Retail)
And there’s one more channel…
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Sberbank: a silver bullet in OKKO’s distribution
and scaling strategy
Initiatives already launched Initiatives to be launched
• Distribution through Sberbank branches • Integration into Sberbank digital ecosystem
and ATMs products on exclusive basis with regards to
online content viewership
• Special offers to Sberbank employees
• Doubling down on mobile-only content
• Green Day + other marketing initiatives
tailored to SBOL viewership (30+ series
• Substantial direct-marketing efforts: SMS, planned for 2020)
push notifications, emails, etc.
• Enhancement of recommendation system
• Ecosystem input – upselling Okko to and ML algorithms with Sberbank user data
clients:
• Using SberCloud opportunities for efficient
scaling
• Sberbank Spasibo program further
integration
10We have just started
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