«We don't want any further fragmentation of the ICT industry»

Simsa (Swiss Interactive Media and
The Software Association has reached out to WEMF and SRG regarding the
Join the New Internet Research (NIS) initiative. Is the
Is the ICT Association even suited for this? *Die Werbewoche*
asked Simsa President Claudio Dionisio. WW: Why did Simsa come forward as a co-investor in NIS?
Claudio Dionisio: The
The originally planned NIS sponsorship arrangement with WEMF and SRG was strong
Heavily focused on print and TV. As a neutral, credible online representative
Let's fill in the details on both sides.

WW: How was the decision reached internally at Simsa?
Claudio Dionisio: We
We have been conducting research for years and have also
Members who are on top of this issue, such as Martin Radelfinger from the
Online marketing company Adlink, which also includes our working group (WG)
Online advertising leads the way. When it became apparent that the expected
The idea that user-centered Internet research could fail came
This working group suggested that we get more involved. In response, the
Simsa board gives the green light for negotiations. These have not yet
has been finalized, and our final commitment depends on how the
What the ownership structure will look like in the end and how much share capital is needed.

WW: Why didn't Simsa come forward during the first round of financing? Claudio Dionisio:
The plan is to establish a company called Net Metrix—and that's just now in the works.
That's the only thing we'd be willing to agree to. So far, however, it's always been about the
Funding for research activities carried out by website operators and
that must be paid to the advertising industry. We do not participate in that.

WW: It
It's more like Simsa took the initiative: Because
It was only when Wemf and SRG urged the website operators to establish a
Just as they were calling for first aid, Simsa came out of the bushes.
Claudio Dionisio: It
It is quite possible that, from the perspective of the advertising industry,
looks like this. However, Simsa has already conducted studies on
Conducted or co-funded Internet use, but not only that
not only from the perspective of the advertising industry, but also forward-looking ones, such as
on the use of mobile browsers. But our commitment to NIS shows that
we also advocate for professional research in the advertising sector.

WW: But let's be honest: Another association—or even a split—would be detrimental to Simsa. You wanted to prevent that from happening.
Claudio Dionisio: In the
There are about 30 associations in the ICT sector. That makes up the scene
confusing. Further fragmentation would indeed not be
makes sense. Furthermore, I don't believe that within a reasonable time frame a
a new, functioning association could be established.
So before our Online Advertising Working Group evolves into a new association,
We'd rather support them and their causes.

WW: Are
You can also be sure that the NIS initiative is supported by the majority of the
Will it be funded by Simsa members? Website operators are in the
A minority; most members are solution providers or come from
the hardware industry. Why should they be interested in Internet usage research?
Do you want to help pay for it?
Claudio Dionisio: The
is indeed a critical issue that we need to prepare for thoroughly.
But the arguments are obvious: The manufacturing
The Internet industry is also interested in category marketing, as well as
in the areas of marketing and communications. Second, we pay
our share of the stock capital not from the current budget, but
from the association's assets and from earmarked reserves set aside for
are intended to advance research. However, so far there have been
no suitable initiatives. If we use these funds for value preservation
invest – subscribing to NIS common stock preserves value –,
That would be in accordance with the bylaws. However, our
General Meeting.

WW: In the
On the second try, however, NIS is now being set up in such a way that, of all things, your
«pet project,» forward-looking research, is being downgraded.
Not a problem for your members?
Claudio Dionisio: I
I don't think so. Because most companies can do what's on their own
It's possible to detect this on websites today thanks to various tools. However, in most cases, they
only quantitative data; sociodemographic data, however, is missing everywhere
Consumer data that can be combined with your own data. This
Linking the data would allow for a comparison of intermediaries—which would enable us to
which, in turn, could advance category marketing.

WW: A
Another problem: Wemf, SRG, PubliGroupe, and Adlink are
Simsa members. They are already in demand as NIS donors and would
So we had to pay again via Simsa.
Claudio Dionisio: (laughs)
That's a huge stretch. Our membership dues—incidentally
with a built-in Netzwoche subscription—are reasonably priced, and Simsa also offers
A lot: We organize the Best of Swiss Web event, and we offer
We offer seminars, training, and continuing education, and we provide input on
Consultations. That is why I believe we are the right choice for NIS
are ICT partners.

WW: Requires
NIS is an association that represents the Internet community
represents. Major content providers such as Search.ch, SBB, Swiss Post,
However, publishing companies, banks, and insurance companies are hardly represented at Simsa
represent.
Claudio Dionisio: Search.ch
is in the process of doing so, as are Bluewin and MSN. But it's true: Some companies,
Many of them—including numerous publishers—are not institutional, but rather
at most through interested individual members. One reason is,
that corporate membership is based on revenue, but these companies
do not generate the majority of their revenue online.

WW: Is the NIS initiative nevertheless intended to help you attract new institutional members?
Claudio Dionisio: Of course, we hope this will make us more attractive to new members. That is certainly a secondary expectation.

The test is yet to come. The fact that Simsa is a potential shareholder in Net Metrix, the
The organization responsible for NIS reports—and is surprised. As recently as January, they estimated that
even some of the 182 members described it as «too heterogeneous and with a strong
»Technology Bias.".

WEMF Director René Schmutz welcomes SIMSA’s initiative, although the
which is also part of WEMF. But he also points to a decision by the
According to the WEMF Board of Directors, the future Net-Metrix partner from the
The ICT industry must «represent the entire Internet community.».

In particular, the user and marketing aspects should also be considered
be represented. «At the moment, there probably isn’t one yet.”
»Association," Schmutz states matter-of-factly. This makes it clear: Whether Simsa is
Whether she qualifies as a Net-Metrix partner depends, not least, on whether she
is seeing a strong influx of website providers.

Markus Knöpfli