natgillin/translations-raw huggingface dataset:
However, it is highly unlikely that the effect of the advertising on visitors lasted or had an influence on plane ticket purchases for more than a few weeks after it was posted on the Ryanair internet site.
Saksamaa koostas need andmed iga lepingu kohta, mis sõlmiti lennuettevõtjatega uuritaval ajavahemikul, see tähendab aastatel 2000–2009, nagu on näidatud tabelis 8.
An advertising campaign is more likely to have a sustainable effect when the promotional activities involve one or more advertising media to which consumers are regularly exposed over a given period.
Tabel 8
For example, an advertising campaign involving general TV and radio stations, popular internet sites and/or various advertising posters displayed outside or inside public places could have a sustainable effect if consumers are regularly exposed to those media.
Germanwingsi, TUIFly ja Ryanairiga sõlmitud lepingutega lisanduv kasumlikkus
However, promotional activities limited to just Ryanair's internet site are highly unlikely to have an effect that lasts much past the end of the promotion.
(lepinguperiood 15. september 2006 – 15. september 2009)
In fact, it is very likely that most people do not visit Ryanair's internet site frequently enough for the advertising there alone to leave them with a clear recollection of the region concerned.
(lepinguperiood 30. juuni 2008 – 31. detsember 2011) [101]
This argument is well supported by two factors.
(lepinguperiood 1. aprill 2008 – 31. märts 2011) [102]
Firstly, under the terms of the marketing services agreement, the promotion of the Zweibrücken region on the homepage of the Ryanair internet site was limited to five paragraphs of 150 words under ‘Top Five Things To Do’ on the page for the destination of Zweibrücken, the presence for a very short period of time (16 days) of a simple link on the www.ryanair.com homepage leading to a site made available by the Land, and the presence of two simple links on the page for the destination of Zweibrücken leading again to a site made available by the Land.
(lepinguperiood 22. september 2008 – 21. september 2009) [103]
Both the type of promotional activities (a simple link with a limited marketing value) and their short lifespan would have severely reduced the effect of these activities after the end of the promotion, in particular as these activities were limited to the Ryanair internet site and were not supported by any other media.
Eeldatav reisijate arv
Secondly, the preponderance of marketing activities set out in the agreement entered into with AMS was only in relation to the internet page for the destination of Zweibrücken.
Eeldatav täiendav lennundustulu
It is very likely that most people do not visit that page often;
Eeldatav täiendav lennundusega mitteseotud tulu
if and when they do, it is probably only because they are already interested in that destination.
Eeldatav lisakulu
Thus, even if the marketing services did increase passenger traffic on the air routes covered by the marketing services agreements for the period of their implementation, it is very likely that this effect was zero or negligible after that period and that the effect on other air routes was similarly insignificant.
Turundustoetuse kulud
It also follows from the Ryanair studies of 17 and 31 January 2014 that the generation of benefits going beyond the air routes covered by marketing services agreements or lasting after the period of their implementation for these routes, as set out in the marketing services agreement and airport services agreement, was extremely uncertain and could not be quantified with a degree of reliability that would be considered sufficient by a prudent MEO.
Eeldatav nimitulemus
Thus, for example, according to the study of 17 January 2014, ‘future incremental profits beyond the scheduled expiry of the airport services agreement are inherently uncertain’.
Diskontomäär
Moreover, that study suggests two methods for evaluating a priori the positive effects of marketing service agreements:
Eeldatav diskonteeritud tulemus
a ‘cash flow’ approach and a ‘capitalisation’ approach.
Tabelit 8 koostades võttes Saksamaa arvesse järgmist:
The ‘cash flow’ approach involves evaluating the benefits of marketing services agreements and airport services agreements by assessing the future revenues which may be generated by the airport operator through marketing services and the airport services agreement, minus corresponding costs.
eeldatav reisijate arv tuletati nädalas ettenähtud lendude arvu põhjal ja seda ekstrapoleeriti lepingu kestuse suhtes;
In the ‘capitalisation’ approach, improvement of the brand image of the airport through marketing services is treated as an intangible asset, acquired for the price laid down in the marketing services agreement.
eeldatav lennundustulu (käitlus- ja maandumistasud, koristamine, jäätõrje jne) arvutati lepingu kehtivusaja kohta iga lennuettevõtjaga kokku lepitud tingimuste alusel, võttes arvesse asjaomaseid hinnaalandusi ja toetusi);
However, the study highlights the major difficulties presented by the ‘capitalisation’ approach and shows that the results produced by this method may be unreliable;
eeldatav lennundusega mitteseotud tulu (parkimistasud, terminalis tehtud kulutused jne) arvutati samuti lepingu kehtivusaja kohta;
it suggests that the ‘cash flow’ approach would be better.
eeldatavad lisanduvad kulud arvutati lepingu kehtivusaja kohta, võttes arvesse kommertslennunduse käitamiseks vajalike investeeringute amortisatsiooni (uus lennuterminal, uued registreerimisletid, parklad jne), samuti uusi personali- ja materjalikulusid.
In particular, the study finds:
Arvesse võeti vaid iga üksiku lennuettevõtjaga kaasnevaid kulusid.
‘The capitalisation approach should only take into account the proportion of marketing expenditure that is attributable to the intangible asset base of an airport.
Selle alusel väitis Saksamaa, et uue terminali ja vajaduse korral uute töötajate palkamise kulud tulenesid algselt sellest, et Germanwings alustas Zweibrückenist lende, mistõttu neid kulusid seostati peamiselt Germanwingsi esimese lepinguga;
However, it may be difficult to identify the proportion of marketing expenditure that is targeted towards generating expected future revenues for the airport (i.e. an investment in the intangible asset base of the airport) as opposed to generating current revenues for the airport.’
komisjoni nõudel võeti Ryanairi lisanduvate kuludena arvesse liidumaa ja AMSi vahelise lepingu alusel Ryanairile tehtud turundustoetuse makseid;
It also stresses that:
diskontomäär põhines Saksamaa Bundesbanki diskontomääradel alates 2008. aastast.
‘In order to implement the capitalisation-based approach, it is necessary to estimate the average length of time that an airport would be able to retain a customer due to the AMS marketing campaign.
Komisjon leiab, et Saksamaa kasutatud meetod reisijate arvu hindamisel ning selle alusel eeldatavate lisanduvate lennundus- ja lennundusega mitteseotud tulude arvutamisel on usaldusväärne.
In practice, it would be very difficult to estimate the average period of customer retention following an AMS campaign due to insufficient data.’
Sama kehtib diskontomäärade kohta.
The study of 31 January 2014 proposes a practical application of the ‘cash flow’ approach.
Lisaks viitab komisjon Saksamaa mittenõustumisele sellega, et lisanduva tulu arvutamisel vaid lepingu kestuse jooksul ei võeta arvesse pikaajalisi tulusid.
Under this approach, the benefits of marketing services agreements and airport services agreements which last even after the marketing services agreement has expired are expressed as a ‘terminal value’ that is calculated on the agreement's expiry date.
Vastuseks viitab komisjon oma põhjendustes 376–377 esitatud argumentidele, et tegelikult on asjakohane arvesse võtta vaid lepingu kestuse jooksul lisandunud kulusid ja tulusid.
This terminal value is calculated based on the incremental profits expected from the airport services agreement and marketing services agreement in the final year of application of the airport services agreement.
Ühtlasi võtab komisjon teadmiseks Saksamaa märkuse, et turundusteenuste leping ei põhjusta ainult kulusid, vaid teenib ka tulu.
Those profits are extended into the following period, the term of which is equal to the term of the airport services agreement, and are adjusted to take into account the growth rate for the air transport market in Europe and the probability factor designed to reflect the airport services agreement's and marketing services agreement's capacities to contribute to the airport's profits after they have expired.
Saksamaa ei pakkunud välja ühtegi meetodit, kuidas hinnata konkreetset turundusteenuste lepingust tulenevat lisanduvat tulu, kui jätta kõrvale liikluse (ja seega ka lennundusega mitteseotud tulu) suurenemine lennujaamas.
According to the study of 31 January 2014, the capacity for producing lasting benefits depends on various factors ‘including greater prominence and a stronger brand, alongside network externalities and repeat passengers’, although no details are given about these factors.
Igal juhul on komisjon otsustanud juba põhjenduses 347 jj, et turumajanduse tingimustes tegutsev ettevõtja võtaks turundusteenuste lepingu positiivse mõju hindamisel arvesse vaid lennujaama lisanduvat tulu.
Moreover, this method takes into account a discount rate which reflects capital costs.
Eelkõige lisanduvate tegevuskulude puhul peab komisjon tuginema Saksamaa ja FGAZi/FZG esitatud andmetele – senikaua kui need tunduvad mõistlikud, kuivõrd ta ei saa ise neid kulusid erapooletult hinnata.
The study suggests a probability factor of 30 %, which it considers prudent.
Sama kehtib põhimõtteliselt lisanduvate investeerimiskulude kohta, sest FGAZil/FZG-l on paremad võimalused hinnata, milliseid investeeringuid saab seostada konkreetse lennujaamateenuste lepinguga.
However, this very theoretical study does not provide any serious evidence for this factor, either quantitatively or qualitatively.
Pärast Saksamaa esitatud teabe analüüsimist nõustub komisjon, et lisanduvate kulude üldkalkulatsioon on põhjendatud.
It does not base itself on any facts relating to Ryanair's activities, air transport markets or airport services to substantiate this rate of 30 %.
Lisaks tundub mõistlik, et uute töötajate palkamist Germanwingsi teenindamiseks ja algseid terminali renoveerimise investeeringuid saab seostada esimese Germanwingsiga sõlmitud lepinguga, kuna selle lepinguga sai Zweibrückenis jõulise alguse kommertslennunduse arendamine.
It does not establish any link between this rate and the factors that it mentions in passing (prominence, strong brand, network externalities and repeat passengers) and that are supposed to extend the benefits of the airport services agreement and market service agreement after their expiry dates.
Kuna eeldatav diskonteeritud tulemus on Germanwingsi esimese lepingu, samuti TUIFly ja Ryanairi lepingu puhul negatiivne, leiab komisjon, et nende lepingute sõlmimisel ei käitunud FGAZ/FZG turumajanduse tingimustes tegutseva ettevõtjana.
Finally, it does not in any way base itself on the specific content of marketing services provided for in the various contracts with AMS when analysing to what extent those services could influence those factors.
Lennujaam ei saanud eeldada, et suudab katta vähemalt ühestki kõnealusest lepingust tulenevad lisanduvad kulud.
Moreover, it does not prove that there is any likelihood that, on expiry of the airport services agreement and the marketing services agreement, the profits generated by these agreements for the airport operator in the final year of their application will continue in the future.
Kuna FGAZ/FZG ei toiminud seega turumajanduse tingimustes tegutseva ettevõtjana, andis tema otsus sõlmida lepingud sellistel tingimustel Germanwingsile, TUIFlyle ja Ryanairile majandusliku eelise.
Likewise, it provides no evidence that the growth rate of the air transport market in Europe is a useful indicator for measuring the impact of an airport services agreement and a marketing services agreement for a given airport.
Seevastu Germanwingsi teise lepingu puhul võis eeldada positiivset diskonteeritud tulemust.
A ‘terminal value’ calculated using the method suggested by Ryanair would therefore be highly unlikely to be taken into account by a prudent MEO when deciding whether or not to enter into an agreement.
Selle lepingu sõlmimisel ei andnud FGAZ/FZG seega Germanwingsile majanduslikku eelist.
The study of 31 January 2014 therefore shows that a ‘cash flow’ approach would only lead to very uncertain and unreliable results, as would the ‘capitalisation’ method.
Põhjenduses 376 jj kindlaks tehtud majanduslik eelis anti valikulisel alusel, sest sellest said kasu üksnes Zweibrückeni lennujaamas tegutsevad lennuettevõtjad.
Moreover, neither Germany nor any interested third party has provided any evidence that the method put forward by Ryanair in the study of 31 January 2014, or any other method aiming to quantify the profits after expiry of airport services agreements and marketing services agreements, has been successfully implemented by regional airport operators comparable to Zweibrücken's operator.
Sellega seoses tuleb tagasi lükata Saksamaa väide, et Zweibrückenist lennuteenuseid pakkuvatele lennuettevõtjatele seoses lennujaamatasudega võimaldatud soodustused ei olnud valikulised.
Germany has not made any comments on the studies of 17 and 31 January 2014.
Saksamaa väitis, et allahindlused olid kättesaadavad kõikidele Zweibrückenist lennuteenuseid pakkuda soovivatele lennuettevõtjatele, mille tõttu ei olnud see väidetavalt valikuline.
Moreover, a terminal value calculated using the method put forward by Ryanair is only positive (and, therefore, only tends to increase the profitability of the airport services agreement and marketing services agreement) if the incremental profit expected from these agreements in the final year of application of the airport services agreement is positive.
Vastuseks märgib komisjon kõigepealt, et lennuettevõtjatega sõlmitud lepingud lahknevad tasumäärade poolest ja erinevad üksteisest (vt põhjendusi 67–72), sisaldades seega individuaalselt läbiräägitud tingimusi.
If it is negative, taking the terminal value into account will usually reduce the profitability of the agreements.
Täpne antud eelis tundub seega olevat iga lennuettevõtja puhul valikuline.
It will be demonstrated below (see recitals 378 et seq.) that the 2008 agreements resulted in negative incremental cash flows.
Teiseks märgib komisjon, et isegi kui tasumäärasid oleks kohaldatud iga Zweibrückenist lennuteenuseid pakkuda sooviva lennuettevõtja suhtes samamoodi, oleks tulnud selle raames antud mis tahes eeliseid lugeda valikuliseks.
Moreover, as stated above (see recitals 341 et seq.), the marketing services clearly target persons likely to use the route covered by the marketing services agreement.
Nagu ütles kohtujurist Mengozzi kohtuasjas Deutsche Lufthansa AG vs. Flughafen Frankfurt-Hahn GmbH, tähendaks Saksamaa väidetega nõustumine, et „juba algusest peale eitatakse võimalust, et riigiabiks saaks lugeda tingimusi, mille alusel riigi osalusega äriühing oma teenuseid pakub, kui neid tingimusi kohaldatakse vahet tegemata kõigi temaga lepingu sõlminud isikute suhtes” [104].
If this route is not renewed on expiry of the airport services agreement, it is unlikely that marketing services will continue to have a positive effect on passenger traffic at the airport after the expiry date.
Lisaks märkis kohtujurist Mengozzi:
It is very difficult for an airport operator to assess the likelihood of an airline continuing to run a route on expiry of the term to which it has committed itself in the airport services agreement.
„Nagu komisjon minu arvates õigustatult märkis, ei oleks selline väljajätmine kooskõlas ei Euroopa Kohtu praktikaga, mille kohaselt võivad valikulised olla ka avaliku sektori sekkumised, mis puudutavad vahet tegemata kõiki teatud majandussektori ettevõtjaid, ega ka mitme varasema pretsedendiga, kus on valikuliseks tunnistatud eeliseid, mis tulenevad sellest, et riigi osalusega (või eraõiguslikud) äriühingud tarnivad kaupa või osutavad teenuseid sama hinna eest või samadel tingimustel kõigile ettevõtjatele, kes tegelevad teatava tegevusvaldkonnaga [105]”.
Low-cost airlines, in particular, have shown that, when it comes to opening and closing routes, they are very responsive to market conditions which, more often than not, change very quickly.
Kui riiklik rahastamine tugevdab ettevõtja konkurentsiseisundit konkurentidega võrreldes, käsitatakse seda meetmena, mis kahjustab või ähvardab kahjustada konkurentsi [106].
Therefore, when entering into a transaction such as the one being examined in this case, a prudent MEO would not rely on an airline company extending the operation of the route in question on expiry of the agreement.
Praktikas eeldatakse seega konkurentsi kahjustamist, kui riik annab rahalise eelise ettevõtjale, kes tegutseb liberaliseeritud sektoris, kus esineb (või võib esineda) konkurents.
To conclude, it is clear from the above that the only benefit that a prudent MEO would expect from a marketing services agreement, and which it would quantify when deciding on whether or not to enter into such an agreement, together with an airport services agreement, would be that the marketing services would have a positive effect on the number of passengers using the routes covered by the agreements in question for the term of operation of those routes, as set out in the agreements.
Euroopa kohtute väljakujunenud praktika kohaselt võib siseturul tegutsevatele ettevõtjatele antud abi kahjustada liikmesriikidevahelist kaubandust [107].
The Commission considers that any other possible benefits are too uncertain to be quantified and taken into account.
Alates lennutranspordi liberaliseerimist käsitleva kolmanda paketi jõustumisest 1. jaanuaril 1993 [108] saavad lennuettevõtjad teha vabalt Euroopa-siseseid lende.
The feasibility of comparing Zweibrücken airport to other European airports
Euroopa Kohus on sedastanud:
Under the new guidelines for applying the MEO principle, the existence of aid to an airline using a particular airport can, in principle, be excluded if the price charged for the airport services corresponds to the market price, or if it can be demonstrated through an ex ante analysis — that is to say one founded on information available when the aid is granted and on developments foreseeable at the time — that the airport/airline arrangement will lead to a positive incremental profit contribution for the airport [98].
„kui ettevõtja tegutseb sektoris, kus […] konkureerivad eri liikmesriikidest pärit tootjad, kahjustab igasugune abi, mida ta võib saada riigiasutustelt, liikmesriikidevahelist kaubandust ja konkurentsi niivõrd, kuivõrd tema jätkuv kohalolek turul takistab konkurentidel suurendada oma turuosa ja vähendab nende väljavaateid suurendada eksporti [109]”.
However, as regards the first approach (a comparison with the ‘market price’), the Commission doubts that, at the present time, an appropriate benchmark can be identified to establish a true market price for services provided by airports.
(394) Komisjon on leidnud, et FGAZ/FZG ja liidumaa andsid Germanwingsile, TUIFlyle ja Ryanairile valikulise eelise.
It therefore considers an ex ante incremental profitability analysis to be the most relevant criterion for the assessment of arrangements concluded by airports with individual airlines [99].
Need lennuettevõtjad tegutsevad konkurentsivõimelisel, kogu liitu hõlmaval turul, ja eelis, mille nad said, parandas nende konkureerivat seisundit turul.
It should be noted that, in general, the application of the MEO principle based on an average price on other, similar markets may prove helpful if such a price can be reasonably identified or deduced from other market indicators.
Seda arvestades leiab komisjon, et Germanwingsile, TUIFlyle ja Ryanairile antud eelis kahjustas konkurentsi ja liikmesriikidevahelist kaubandust.
However, this method is not as relevant in the case of airport services, as the structure of costs and revenues tends to differ greatly from one airport to another.
Eespool nimetatud põhjustel leiab komisjon, et Germanwings, TUIFly ja Ryanair on saanud riigiabi vastavalt ligikaudu 1054985 eurot, 232781 eurot ja 464879 eurot.
This is because costs and revenues depend on how developed an airport is, the number of airlines which use the airport, its capacity in terms of passenger traffic, the state of the infrastructure and related investments, the regulatory framework which can vary from one Member State to another and any debts or obligations entered into by the airport in the past [100].
Komisjon märgib, et Saksamaa ei ole esitanud põhjendusi tõendamaks, et TUIFlyle, Germanwingsile ja Ryanairile antud abi on kokkusobiv siseturuga.
Moreover, the liberalisation of the air transport market complicates any purely comparative analysis.
Euroopa Kohtu praktika [110] kohaselt tuletab komisjon meelde, et Saksamaa ülesanne on esitada õiguslik alus, mille kohaselt riigiabi võidakse lugeda siseturuga kokkusobivaks, ning näidata, et kõik nõutavad tingimused on täidetud.
As can be seen in this case, commercial practices between airports and airlines are not always based exclusively on a published schedule of charges.
Sellegipoolest peab komisjon kasulikuks lühidalt kaaluda, kas kõnealust riigiabi võib lugeda siseturuga kokkusobivaks stardiabiks.
Rather, these commercial relations are very varied.
Kohaldatav õigusraamistik
They include sharing risks with regard to passenger traffic and any related commercial and financial liability, standard incentive schemes and changing the spread of risks over the term of the agreements.
Stardiabi kohta on 2014. aasta lennundussuunistes kirjas, et komisjon
Consequently, one transaction cannot really be compared with another based on a turnaround price or price per passenger.
„kohaldab […] käesolevate suuniste põhimõtteid kõigi teatatud investeerimisabimeetmete suhtes, mille kohta ta peab võtma vastu otsuse, alates 4. aprillist 2014, isegi kui projektidest teatati enne nimetatud kuupäeva.
Finally, assuming that it could be established, based on a valid comparative analysis, that the ‘prices’ involved in the various transactions that are the subject of this assessment are equivalent to or higher than the ‘market prices’ established through a comparative sample of transactions, the Commission would, for all that, not be able to conclude from this that these transactions comply with MEO test if it emerges that, when they were set, the airport operator had expected them to generate incremental costs higher than the incremental revenues.
Vastavalt ebaseadusliku riigiabi hindamise suhtes kohaldatavate eeskirjade kindlaksmääramist käsitlevale komisjoni teatisele kohaldab komisjon lennujaamadele antava ebaseadusliku investeerimisabi suhtes abi andmise ajal kehtinud eeskirju.
An MEO will thus have no incentive to offer goods or services at ‘market price’ if doing so would result in an incremental loss.
Nii kohaldab ta käesolevate suuniste põhimõtteid ebaseadusliku investeerimisabi suhtes, mida anti lennujaamadele enne 4. aprilli 2014 […] [111]”.
In such conditions, the Commission considers that, taking into account all the information available to it, there are no grounds for diverging from the approach recommended in the 2014 Aviation Guidelines for applying the MEO principle to relations between airports and airlines, that is to say, an ex-ante analysis of incremental profitability.
2005. aasta lennundussuunistes on omakorda aga sätestatud:
Assessment of incremental costs and revenues
„Komisjon hindab kõikide ilma tema nõusolekuta ja seega asutamislepingu artikli 88 lõiget 3 [praegune Euroopa Liidu toimimise lepingu artikli 108 lõige 3] rikkudes esitatud […] starditoetuste kokkusobivust käesolevate suuniste alusel, kui abi hakati andma pärast nende suuniste avaldamist Euroopa Liidu Teatajas”.
Time frame
Kuna lepingud Germanwingsi, TUIFly ja Ryanairiga sõlmiti pärast 2005. aasta lennundussuuniste avaldamist Euroopa Liidu Teatajas 9. detsembril 2005, kohaldatakse neid suuniseid õigusliku alusena lepingute siseturuga kokkusobivuse hindamisel.