natgillin/translations-raw huggingface dataset:
Det er derfor muligt at foretage et fyldestgørende skøn over sammenligningsgrundlaget for testen af markedsøkonomiprincippet, for:
Ryanair also provides evidence of the services provided to the airport through various screenshots which show that services provided under contracts with AMS were monitored.
sammenlignende analyser bruges i vid udstrækning til tests af markedsøkonomiprincippet uden for statsstøtteområdet
These screenshots were generally provided to the airport contracting with AMS to demonstrate the activation of the purchased services on ryanair.com.
virksomheder påvirker kun hinandens beslutninger om prisfastsættelse, i det omfang deres produkter er substituerbare eller supplerer hinanden
Ryanair stresses the value of the AMS services provided to airports and is of the opinion that benefits to airports of entering into deals with AMS should be seriously quantified.
lufthavne i samme opland konkurrerer ikke nødvendigvis med hinanden, og sammenligningslufthavnene, der anvendes i de indsendte rapporter, står over for begrænset konkurrence fra statsejede lufthavne inden for deres opland (mindre end en tredjedel af de kommercielle lufthavne i sammenligningslufthavnenes opland er fuldt ejet af staten, og ingen af lufthavnene i sammenligningslufthavnenes opland var i april 2013 genstand for en statsstøttesag)
Without prejudice to Ryanair's position that the AMS agreement and the air services agreement (hereinafter ‘ASA’) should be treated separately, Ryanair provides a market economy operator profitability analysis carried out by the consultancy firm encompassing both the air services agreement concluded between Ryanair and the airport and marketing agreements concluded between AMS and the airport.
selv når sammenligningslufthavne står over for konkurrence fra statsejede lufthavne inden for det samme opland, er der grund til at formode, at deres adfærd er i overensstemmelse med princippet om den markedsøkonomiske aktør (f.eks. hvor der er en stor privat ejerandel, eller hvor lufthavnen er privat forvaltet)
According to Ryanair, this analysis should help the Commission in its approach to considering the ASA jointly with the AMS agreements, by considering how AMS could be incorporated within a joint AMS-ASA profitability analysis.
markedsøkonomiske lufthavne vil ikke fastsætte priser, der ligger under de inkrementelle omkostninger.
The consultancy firm concludes that the cash-flow approach is an appropriate method for incorporating the value of AMS within a joint AMS-ASA profitability assessment.
Principper, der understøtter rentabilitetsanalysen i forbindelse med testen af det markedsøkonomiske investorprincip [76]
This approach captures the aggregated incremental profits that accrue to the airport as a result of signing the ASA, as well as the benefits of advertising through the AMS agreement.
Konsulentfirmaet hævdede, at rentabilitetsanalysen, som det har foretaget i sine rapporter, som er blevet forelagt Kommissionen, følger de principper, som en fornuftig privat investor ville vælge.
Under this approach, expenditure by the airport on AMS could be treated as an incremental operating expense within the discounted cash flow profitability analysis.
Denne rentabilitetsanalyse afspejler den tilgang, som udspringer af Kommissionens tidligere principafgørelser.
This approach also takes into account the benefits of both marketing activities arising from the AMS agreements and through the ASA, for the duration of the agreement and beyond the scheduled end of the ASA, as marketing activities contribute towards enhancing brand value, and are likely to generate future business and profits.
De principper, der ligger til grund for rentabilitetsanalysen, er:
As a conclusion from this study, Ryanair stresses that, in so far as the Commission continues to treat ASA and AMS agreements together, it should apply the principles set out by the consultancy firm to the case at issue, in order to properly apply the market economy operator profitability analysis to the investigation of both ASA and AMS agreements.
Vurderingen foretages på grundlag af stigninger/fald i indtægter/udgifter.
Furthermore, Ryanair submitted a series of notes prepared by the consultancy firm, and an analysis prepared by Professor Damien P. McLoughlin.
En forudgående forretningsplan er ikke nødvendigvis påkrævet.
Identifying the market benchmark in comparator analysis for MEO [74] tests [75](130) The consultancy firm believes that the Commission's approach of only accepting comparator airports in the same catchment area as the airport under investigation is flawed.
For en lufthavn uden trængselsproblemer er »single till«-systemet den rette prisfastsættelsesmetode.
The consultancy firm argues that market benchmark prices obtained from comparator airports are not tainted by State aid given to surrounding airports.
Kun de indtægter, der er forbundet med den økonomiske aktivitet i den pågældende lufthavn, bør medtages.
Therefore, it is possible to robustly estimate a market benchmark for the MEO tests, as:
Hele aftalens løbetid, herunder eventuelle forlængelser, bør inddrages.
comparator analyses are widely used for MEO tests outside the field of State aid;
Fremtidige pengestrømme tilbagediskonteres med henblik på at vurdere aftalernes rentabilitet.
companies affect each other's pricing decisions only to the extent that their products are substitutes or complements;
Lufthavnenes meromkostninger/-indtægter som følge af Ryanair-aftalerne bør vurderes på grundlag af skøn over det interne afkast eller nettonutidsværdien (NNV).
airports in the same catchment area do not necessarily compete with each other, and the comparator airports used in the reports submitted face only limited competition from State-owned airports within their respective catchment areas (less than one third of commercial airports within the catchment areas of the comparator airports are fully state- owned, and none of them were subject to State aid investigations, as at April 2013);
Analyse af professor Damien P. McLoughlin [77] — »Brand building:
even where comparator airports face competition from state-owned airports within the same catchment area, there may be reasons to believe their behaviour is in line with the MEO principle (for example, where there is a large private ownership stake or where the airport is privately managed);
why and how small brands should invest in marketing« [Branding: Hvorfor og hvordan bør de små mærker investere i markedsføring]
MEO airports will not set prices below incremental cost.
Formålet med analysen var at fastsætte den forretningsmæssige logik, der ligger til grund for regionale lufthavnes beslutninger om at købe reklamer på ryanair.com af AMS.
Principles underlying profitability analysis for MEO tests [76]
Det anføres i analysen, at der findes et stort antal stærkt etablerede og velkendte lufthavne, som benyttes i almindelighed.
The consultancy firm argued that the profitability analysis undertaken in its reports and submitted to the Commission follows the principles that would be adopted by a rational private sector investor and reflects the approach apparent from Commission precedents.
Svagere konkurrenter skal overvinde forbrugernes statiske købsadfærd for at udbygge deres virksomhed.
The principles underlying the profitability analysis are:
Mindre regionale lufthavne skal finde en vej til konsekvent at kommunikere deres brand ud til så bredt et publikum som muligt.
the assessment is undertaken on an incremental basis;
Traditionelle former for kommerciel kommunikation kræver flere udgifter, end de har ressourcer til.
an ex ante business plan is not necessarily required;
Bemærkninger vedrørende betalingerne til AMS
for an uncongested airport, the single-till approach is an appropriate pricing methodology;
Ryanair bestrider Kommissionens vurdering, ifølge hvilken betalingerne til AMS udgør omkostninger for lufthavnen, idet denne tilgang ikke tager højde for værdien af de ydelser, som AMS leverede til lufthavnen.
only those revenues associated with the economic activity of the operating airport should be considered;
Ryanair mener i øvrigt, at man med henblik på analysen af det markedsøkonomiske investorprincip i det foreliggende tilfælde, bør skelne mellem køb af værdifulde markedsføringstjenester til markedspriser og en tilknyttet aftale mellem lufthavn og luftfartsselskab.
the entire duration of the agreement, including any extensions, should be considered;
Til støtte for sin analyse fremsender Ryanair en undersøgelse udarbejdet af konsulentfirmaet, som indeholder en sammenligning af AMS' priser og priserne for sammenlignelige ydelser på andre rejsewebsteder.
future financial flows should be discounted in order to assess profitability of the agreements;
Konklusioner på undersøgelsen er, at AMS' priser enten var lavere end gennemsnittet eller lå i medianintervallet for de priser, som sammenligningswebstederne fakturerede.
the incremental profitability of Ryanair agreements for the airports should be assessed on the basis of estimates of the internal rate of return or net present value (NPV) measures.
Heraf udleder Ryanair, at AMS' priser svarer til markedspriserne, og at den offentlige lufthavns beslutning om at købe AMS' ydelser består testen af det markedsøkonomiske investorprincip.
Analysis of Professor Damien P. McLoughlin [77] — Brand-building:
Som dokumentation for værdien af disse tjenester for lufthavnene fremlægger Ryanair derudover dokumentation for de tjenester, som er leveret til lufthavnene inden for rammerne af AMS-aftaler.
why and how small brands should invest in marketing
Ryanair beder Kommissionen om at genoverveje den tilgang til AMS-aftalerne, som Kommissionen hidtil har haft.
This paper aims to set out the commercial logic underlying regional airports' decisions to buy advertising on ryanair.com from AMS.
Ryanair er af den opfattelse, at aftalerne med AMS bør betragtes særskilt fra Ryanairs aftaler om lufthavnstjenester og underkastes en separat test af den markedsøkonomiske aktør.
It argues that there are a large number of very strong, well-known, and frequently used airports.
Hvis Kommissionen insisterede på at gøre aftalerne med AMS og aftalerne om lufthavnstjenester med Ryanair til en og samme genstand for en test af det markedsøkonomiske investorprincip, bør der tages højde for værdien af de af AMS leverede ydelser til lufthavnen.
Weaker competitors must overcome consumers' static buying behaviour to expand their business.
Rapporten fra konsulentfirmaet af 20. december 2013 om AMS's priser vedrører konklusionerne af de tidligere fremsendte rapporter, hvor reklamens betydning for små mærker blev skitseret.
Smaller regional airports need to find a way to consistently communicate their brand message to as wide an audience as possible.
Disse rapporter bekræfter, at Ryanair er et stærkt mærke i hele Europa, som kan kræve pristillæg for sine reklametjenester.
Traditional forms of marketing communication require expenditure beyond their resources.
AMS' satser sammenlignes med en samtidig udtaget stikprøve af priser på webstedsreklamer, i hvilken forbindelse annoncer af samme størrelse for perioden 2004-2005, dvs. perioden for den første introduktion af AMS-prislisten, og for 2013 tjener som sammenligningsgrundlag. ryanair.com har mere end dobbelt så mange besøgende pr. måned som det rejsewebsted, der ligger næstbedst på popularitetsskalaen.
Comments regarding payments to AMS
Der er også større sandsynlighed for, at de besøgende foretager andre transaktioner i forbindelse med den elektroniske handel.
Ryanair disagrees with the Commission's assessment that payments to AMS represent a cost for the airport, as this approach disregards the value of AMS services to the airport.
Disse unikke karakteristika sammenholdt med en udtalt mærkegenkendelse gjorde det muligt for luftfartsselskabet at opkræve et tillæg.
Ryanair furthermore believes that the purchase of valuable marketing services at market rates should be considered separately from a related airport-airline contractual arrangement for the purposes of the market economy operator analysis.
Sammenligningen blev foretaget mellem annoncer af samme størrelse, som var bestemt af tilgængelige data og placeret på de enkelte websteders hjemmeside.
To support its analysis, Ryanair submits a study by the consultancy firm comparing benchmark prices charged by AMS as against prices for comparable services offered by other travel websites [78].
På grund af manglende gennemsigtighed i forbindelse med særlige tilbud og efter skøn bevilgede rabatter, som imidlertid svarer til erhvervsmæssig standardpraksis, var det kun priser på prislister, der blev sammenlignet.
The study concludes that prices charged by AMS were either lower than the average or within the mid-range of prices charged by comparator websites.
En pris i henhold til prisliste tilbydes pr. tusinde visninger, dvs. som en pris, der skal betales hver gang, annoncen er blevet set af 1000 besøgende på webstedet.
Ryanair concludes from this that AMS prices are in line with market prices and the decision by a public airport to purchase AMS services is in line with the market economy operator test.
Priserne for internetannoncer varierer afhængigt af størrelsen, som måles i pixels, og deres placering på webstedet.
Ryanair further provides evidence of the services provided to airports under AMS contracts, to show the value of these services to airports.
Den vigtigste annoncetjeneste, der blev tilbudt på webstedet ryanair.com i perioden 2004-2005, var et banner i formatet 468 × 60 pixels.
Ryanair asks the Commission to reassess its approach regarding AMS contracts so far.
Bannere placeres normalt i det øverste, midterste afsnit af et websted.
Ryanair believes that AMS arrangements should be considered separately from Ryanair's airport services arrangements and be subject to a separate market economy operator test.
For så vidt angår perioden 2004-2005, blev den pris for bannerannoncer, der blev tilbudt af AMS i henhold til 2005-prislisten, sammenlignet med den pris, som 54 europæiske rejsewebsteder forlangte.
Should the Commission insist on including AMS arrangements and Ryanair airport services arrangements in a joint market economy operator test, the value of AMS services to the airport should not be disregarded.
Med hensyn til 2013 inddrages yderligere to annoncetyper, nemlig Skyscraper i formatet 120 × 600 pixels og Mid Page Units i formatet 300 × 250 pixels.
The report by the consultancy firm of 20 December 2013 on AMS prices refers to the conclusions of earlier reports submitted outlining the importance of advertising for small brands, which confirm that Ryanair is a strong pan-European brand capable of attracting a premium for its advertising services.
Skyscraper-annoncer er høje og smalle og placeres langs med kanten af et websted, mens Mid Page Units normalt ligger mellem redaktionelt online-indhold og dermed har en høj opmærksomhedsgrad.
The AMS rates are compared with a sample taken at the same time of website advertising prices with reference to advertisements of equal size for the 2004-2005 period, i.e. when the AMS rate card was first introduced, and for 2013. ryanair.com has more than twice as many monthly visitors as the next most popular travel site, and visitors are more likely to enter into other e-commerce transactions.
I henhold til AMS-prislisten sammenlignes priserne for Skyscraper-annoncer og Mid Page Units med gebyrerne på 22 rejsewebsteder og 135 andre websteder.
These unique characteristics combined with high brand awareness allowed the airline to charge a premium.
For begge perioder og samtlige sektorer viste det sig, at AMS' gebyrsatser falder inden for eller ligger under intervallet for de priser, som websteder i sammenligningsgruppen opkræver.
The comparison took place between advertisements of equal size determined by available data and placed on the homepage of each website.
Behandling af AMS-aftalerne i den rentabilitetsanalyse, der gennemføres som en del af testen af det markedsøkonomiske investorprincip
Only rate card prices were compared due to the lack of transparency relating to special offers and discretionary discounts, which are however standard commercial practice.
Ryanair fremlagde en af konsulentfirmaet udarbejdet rapport om de principper, som efter Ryanairs mening bør gælde i forbindelse med en test af den markedsøkonomiske investor, og som både omfatter de aftaler, der er indgået mellem Ryanair og lufthavne, og de mellem AMS og netop disse lufthavne indgåede markedsføringsaftaler.
A rate card price is quoted in terms of price per thousand impressions, namely the price to be paid for every thousand times the advertisement is viewed by visitors to the website.
Ryanair understreger, at dette på ingen måde sætter spørgsmålstegn ved selskabets holdning, ifølge hvilken aftalerne med AMS og aftalerne om lufthavnstjenester bør underkastes separate test af det markedsøkonomiske investorprincip.
Prices for web advertisements vary according to their size, measured in pixels, and location on a webpage.
Ifølge denne rapport bør indtægter, der er forbundet med AMS, medtages på indtægtssiden i en fælles rentabilitetsanalyse, mens udgifterne til AMS indregnes på udgiftssiden.
The primary homepage advertising service offered on ryanair.com from 2004 to 2005 was a banner of 468 by 60 pixels.
Til det formål foreslås i rapporten en cashflow-metode, hvorved man behandler udgifter vedrørende AMS som gradvist stigende driftsomkostninger.
Banners are usually located in the centre top section of a webpage.
I rapporten gøres gældende, at markedsføringsaktiviteter bidrog til skabelsen og forøgelsen af brandets værdi.
For the period 2004-2005, the 2005 AMS rate card price for advertising in the form of banners was compared with that of 54 European travel websites.
Heraf vil der igen kunne opstå forretningsmuligheder og udbytte i markedsføringsaftalens løbetid, men også efter dens udløb.
For 2013, two other types of advertisement are considered: skyscrapers of 120 by 600 pixels and mid page units of 300 by 250 pixels.
En aftale med Ryanair ville også tiltrække andre luftfartsselskaber til lufthavnen.
Skyscraper advertisements are tall and located along the side of a webpage, while mid page units usually sit within online editorial content, making them highly visible.
Dette ville igen gøre den attraktiv for erhvervsdrivende og øge lufthavnens ikke-luftfartsrelaterede indtægter.
The AMS rate card prices for skyscraper advertisements and mid page units are compared with those of 22 travel websites and 135 other websites.
Såfremt Kommissionen gennemfører en fælles rentabilitetsanalyse, bør der tages hensyn til disse fordele via en behandling af udgifterne til AMS som gradvist stigende driftsomkostninger, i hvilken forbindelse merindtægterne skal korrigeres med AMS-betalingerne.
For both periods and across sectors, AMS rates are found to be lower than or within the range of prices charged by websites in the comparator sets.
Derudover bør der i de forventede merindtægter optages en slutværdi ved udløbet af aftalen om lufthavnstjenester med henblik på også at kunne registrere opståede værdier efter aftalens udløb.
How should AMS agreements be treated within the profitability analysis as part of the market economy operator test?
Slutværdien kan tilpasses på grundlag af en forsigtig analyse for så vidt angår sandsynligheden for en forlængelse af aftalen med Ryanair eller indgåelse af en aftale indeholdende lignende vilkår med andre luftfartsselskaber.
Ryanair submitted a report prepared by the consultancy firm concerning the principles that it believes should apply to a market economy operator profitability test encompassing both the air services agreements concluded between Ryanair and airports and the marketing agreements concluded between AMS and the same airports [79].
Dette gør det muligt at skønne en lavere grænse for de fordele, der samlet opstår i forbindelse med AMS-aftalerne og aftalen om lufthavnstjenester, under hensyntagen til uvisheden om merindtægter efter udløbet af aftalen om lufthavnstjenester.
Ryanair emphasises that this does not prejudice its position that AMS agreements and air service agreements should be subject to separate market economy operator tests.
Som dokumentation for denne tilgang sammenfatter rapporten resultaterne af undersøgelser om reklamens virkning på brandets værdi.
The report states that AMS-associated income should be included on the revenue side in a joint profitability analysis where AMS expenditure is included on the cost side.
Disse undersøgelser anerkender, at reklame opbygger et brands værdi og kan forbedre kundernes trofasthed.
The report proposes a cash-flow-based method in which expenditure on AMS is treated as an incremental operating expense.
Navnlig øger reklame på ryanair.com en lufthavns markedstilstedeværelse.
The report submits that marketing activities contribute to creating and enhancing brand value, which in turn is likely to generate business and profits over the duration of the marketing agreement, and also beyond.
Navnlig mindre regionale lufthavne, som tilstræber en stigning i deres trafikvolumen, ville kunne øge værdien af deres brand gennem indgåelse af reklameaftaler med AMS [81].
An agreement with Ryanair would attract other airlines to the airport.
Rapporten foreslår, at cashflow-metoden foretrækkes frem for kapitaliseringsmetoden, hvor AMS' udgifter ville blive behandlet som kapitaludgifter til et immaterielt aktiv (nemlig værdien af lufthavnens brand).
This would in turn attract commercial operators and increase the airport's non-aeronautical revenues [80].
Markedsføringsudgifterne ville blive aktiveret som immaterielle aktiver og herefter afskrevet over aktivets økonomiske levetid under hensyntagen til en restværdi ved den planlagte afslutning af den pågældende aftale om lufthavnstjenester.
In so far as the Commission undertakes a joint profitability analysis, these benefits should be taken into account by treating expenditure on AMS as an incremental operating expense, with incremental profits calculated net of AMS payments.
Denne fremgangsmåde ville imidlertid ikke tage hensyn til merfortjenesten ved indgåelsen af en aftale om lufthavnstjenester med Ryanair.
In addition, a terminal value should be included in projected incremental profits at the end of the air services agreement in order to record value accruing beyond expiry of the agreement.
Det er også vanskeligt at beregne værdien af det immaterielle aktiv som følge af udgifterne i forbindelse med varemærkepleje og det tidsrum, aktivet anvendes i.
The terminal value can be adjusted by a conservative assumption as to the probability of the agreement being renewed with Ryanair or similar terms being agreed with other airlines.
Endelig fremføres det argument, at cashflow-metoden er i overensstemmelse med Kommissionens principafgørelser vedrørende statsstøtte og ikke-statsstøtte.
This will allow an estimation of a lower bound for the benefits arising jointly out of the AMS and air services agreements, taking into account the uncertainty of incremental profits beyond the expiry of the air services agreement.
Her angives sagen BayernLB [82], hvor Kommissionen anførte, at den med henblik på at foretage en vurdering af pengestrømmene (cash flows) ville anvende en vurderingsmodel i henhold til »dividend discount«-metoden og herefter tildele en slutværdi på grundlag af en forventet udbyttevækst.
To support this approach, the report submits a summary of the results of studies on the effect of advertising on brand value.
Desuden nævnes tilfældet prispresset i forbindelse med Telefónica [83], hvor Kommissionen inddrog en slutværdi i sin tilbagediskonterede pengestrømsanalyse.
These studies recognise that advertising can build brand value and improve customer loyalty.
BEMÆRKNINGER FRA AIRPORT MARKETING SERVICES (AMS)
In particular, advertising on ryanair.com increases brand exposure for an airport.
AMS definerer sig selv som et datterselskab af Ryanair, som tjener et effektivt økonomisk formål og blev etableret for at varetage en aktivitet, som ikke hører til Ryanairs kerneforretning.
Specifically, smaller regional airports aiming to increase their traffic base can build their brand value by entering into advertising agreements with AMS [81].