More opportunities at the Goldbach
Moneycab is switching from the marketing agency Adlink to Active Agent
Moneycab switches from marketer Adlink to Active AgentThe takeover of Moneycab still primarily incurs costs for Goldbach Media. However, the young stock exchange platform should break even by the end of 2004 - mainly thanks to new sources of income. "The change of ownership from Tamedia, Credit Suisse and Bluewin to Goldbach Media puts us back on the original path," says Moneycab CEO Markus Gisler, referring to the stock exchange platform's break-even date. This was once planned for 2004, but had to be postponed by a year due to a slump in online advertising. "Thanks to Goldbach, however, we can now count on 2004 again," says Gisler.
He has two reasons for this optimism: Savings thanks to synergies and the switch from marketer Adlink to Goldbach subsidiary Active Agent. Firstly, as the business editorial team of Goldbach subsidiary Swisscontent Corp. will move to Moneycab and use the same technology, infrastructure costs can be reduced.
However, Gisler sees opportunities above all with the switch to Active Agent, which reports to Michi Frank. "Goldbach Media has a good name for electronic media," he praises. "And it makes a difference whether Michi Frank wants to speak to a marketing manager or someone from Adlink." Adlink may have technical expertise, "but they haven't really sold our platform".
For Martin Radelfinger from Adlink, "Moneycab is a very good online advertising platform". However, it has generated considerably less traffic than budgeted, he says. Nevertheless, Adlink has sold 80 to 90 percent of the available capacity. In order to be commercially successful, however, "Moneycab needs to generate more traffic, restructure its online advertising or find other sources of income," adds Radelfinger.
Gisler is focusing on new sources of income. A new release of Moneycab is scheduled for January, which will make it possible to trade securities directly from the platform - via paid links to electronic banks. A second paid service, Moneycab Radio, will be launched at the end of January. This allows users to listen to the entire content of the platform via telephone, with the information selection being controlled by spoken commands. "We believe that this is very attractive and will bring us immediate revenue," says Gisler.
The introduction of one or more pay channels, a kind of subscription fee for new additional offers, is planned for spring.
Moneycab relies on all of these paid services, and in the medium term they should cover 60 to 70 percent of the operating budget of around 10 million francs. According to Gisler, "only" 30 to 40 percent can be financed through advertising. Markus Knöpfli
Correction In the WerbeWoche issue 46/01, under the title "Wirtschafts-Einheitsbrei", it was stated that Moneycab is supplied with content by the former shareholders Bluewin, Credit Suisse and Tamedia. The reverse is true: Moneycab is the supplier, the three former shareholders remain the recipients.
He has two reasons for this optimism: Savings thanks to synergies and the switch from marketer Adlink to Goldbach subsidiary Active Agent. Firstly, as the business editorial team of Goldbach subsidiary Swisscontent Corp. will move to Moneycab and use the same technology, infrastructure costs can be reduced.
However, Gisler sees opportunities above all with the switch to Active Agent, which reports to Michi Frank. "Goldbach Media has a good name for electronic media," he praises. "And it makes a difference whether Michi Frank wants to speak to a marketing manager or someone from Adlink." Adlink may have technical expertise, "but they haven't really sold our platform".
For Martin Radelfinger from Adlink, "Moneycab is a very good online advertising platform". However, it has generated considerably less traffic than budgeted, he says. Nevertheless, Adlink has sold 80 to 90 percent of the available capacity. In order to be commercially successful, however, "Moneycab needs to generate more traffic, restructure its online advertising or find other sources of income," adds Radelfinger.
Gisler is focusing on new sources of income. A new release of Moneycab is scheduled for January, which will make it possible to trade securities directly from the platform - via paid links to electronic banks. A second paid service, Moneycab Radio, will be launched at the end of January. This allows users to listen to the entire content of the platform via telephone, with the information selection being controlled by spoken commands. "We believe that this is very attractive and will bring us immediate revenue," says Gisler.
The introduction of one or more pay channels, a kind of subscription fee for new additional offers, is planned for spring.
Moneycab relies on all of these paid services, and in the medium term they should cover 60 to 70 percent of the operating budget of around 10 million francs. According to Gisler, "only" 30 to 40 percent can be financed through advertising. Markus Knöpfli
Correction In the WerbeWoche issue 46/01, under the title "Wirtschafts-Einheitsbrei", it was stated that Moneycab is supplied with content by the former shareholders Bluewin, Credit Suisse and Tamedia. The reverse is true: Moneycab is the supplier, the three former shareholders remain the recipients.
