natgillin/translations-raw huggingface dataset:
Application of the MEOP to the agreements in question, in particular with Ryanair
Vendar morda ne bo mogoče zlahka opredeliti deleža izdatkov za trženje, ki naj bi v prihodnje ustvaril pričakovani prihodek za letališče (tj. naložbo v nematerialno premoženje letališča), v nasprotju s tistim, ki ustvarja tekoče prihodke za letališče.“
In order to apply this principle, taking into account the facts of this case, the Commission considers that the first step should be to reply to the following questions:
Poudarjeno je tudi:
Should the marketing services agreement and the airport services agreement, which were signed within two weeks of each other, be analysed separately or together?
„Za izvajanje pristopa na podlagi kapitalizacije je treba oceniti povprečno obdobje, v katerem lahko letališče zadrži stranke zaradi trženjske akcije družbe AMS.
What benefits could a hypothetical MEO acting in the stead of FGAZ/FZG the Land have expected to gain from marketing services agreements?
Zaradi pomanjkanja podatkov bi bilo v praksi zelo težko oceniti povprečno trajanje obdobja po trženjski akciji družbe AMS, v katerem se zadržijo stranke.“
What, for the purposes of applying the MEO principle, is the relevance of comparing the terms of the airport services agreements referred to in the formal investigation procedure with the airport charges billed at other airports?
V študiji z dne 31. januarja 2014 je predlagana praktična uporaba pristopa na podlagi denarnega toka.
After replying to these questions, the next step for the Commission will be to apply the MEO principle to the various measures under discussion.
V okviru tega pristopa so koristi na podlagi pogodb o storitvah trženja in pogodb o letaliških storitvah, ki trajajo tudi po prenehanju pogodbe o storitvah trženja, izražene kot „končna vrednost“, ki se izračuna na datum prenehanja veljavnosti pogodbe.
Regarding an analysis of the marketing services agreement and the airport services agreement together
Ta končna vrednost se izračuna na podlagi pričakovanega dodatnega dobička, ki naj bi nastal zaradi pogodbe o letaliških storitvah in pogodbe o storitvah trženja v zadnjem letu izvajanja pogodbe o letaliških storitvah.
The Commission considers that two types of measures covered by the formal investigation in this case, namely the airports service agreement and the marketing services agreements, must be evaluated together as one single measure.
Ta dobiček se prenese v naslednje obdobje, ki traja toliko kot pogodba o letaliških storitvah, ter se prilagodi za stopnjo rasti trga zračnega prevoza v Evropi in koeficient verjetnosti, ki je oblikovan tako, da izraža zmožnost pogodbe o letaliških storitvah in pogodbe o storitvah trženja, da po njunem prenehanju prispevata k dobičku letališča.
This approach concerns the airport services agreement concluded between Ryanair and FZG, on the one hand, and the marketing services agreements between FZG and Ryanair as well as AMS and Land Rhineland-Palatinate, on the other hand.
V skladu s študijo z dne 31. januarja 2014 je zmožnost ustvarjanja trajnih koristi odvisna od številnih dejavnikov, „vključno z boljšim ugledom in močnejšo znamko, skupaj z zunanjimi mrežnimi učinki in potniki, ki se vračajo“, čeprav ti niso podrobneje pojasnjeni.
Ryanair does not dispute that the marketing services agreement concluded directly between Ryanair and FZG is to be assessed together with the airport services agreement.
Poleg tega se pri tej metodi upošteva diskontna stopnja, ki izraža kapitalske stroške.
In the Commission's view, the same applies for the marketing services agreement with AMS.
V študiji je predlagan 30-odstotni koeficient verjetnosti, ki naj bi bil preudaren.
There are several indications pointing towards the fact that those agreements should be evaluated as one single measure since they were entered into within the framework of a single transaction.
Vendar v tej zelo teoretični študiji niso predloženi nobeni resni kvalitativni ali kvantitativni dokazi za ta koeficient.
First of all, the contracts were entered into by essentially the same parties at nearly the same point in time:
Študija ne temelji na nobenem dejstvu, povezanim z dejavnostmi letalskega prevoznika Ryanair, trgi zračnega prevoza ali letališkimi storitvami, ki bi utemeljil to 30-odstotno stopnjo.
The marketing services agreement was signed on behalf of AMS by Mr Edward Wilson, who at the time was a Director of AMS and concurrently a Director of Ryanair [96].
Pri analizi obsega, v katerem bi lahko storitve trženja vplivale na te dejavnike, na noben način ne temelji na posebni vsebini teh storitev iz različnih pogodb z družbo AMS.
For the purpose of the application of State aid rules, AMS and Ryanair are considered to be a single undertaking, in the sense that AMS acts as an intermediary in the interest and under the control of Ryanair.
Poleg tega ne dokazuje, da obstaja verjetnost, da se bodo po prenehanju veljavnosti pogodbe o letaliških storitvah in pogodbe o storitvah trženja dobički upravljavca letališča, ustvarjeni na podlagi teh pogodbe v zadnjem letu njunega izvajanja, nadaljevali v prihodnje.
For the agreements in this case, this can also be inferred from the fact that the marketing services agreement states in its preamble that ‘AMS has exclusive license to offer marketing services on the travel website www.ryanair.com, the website of the Irish low fares airline Ryanair.’
Prav tako ne dokazuje, da je stopnja rasti trga zračnega prevoza v Evropi uporaben kazalnik za merjenje učinkov pogodbe o letaliških storitvah in pogodbe o storitvah trženja za zadevno letališče.
Furthermore, it was noted in recitals 326 et seq. that the decision of FGAZ/FZG to conclude airport services agreements with airlines such as Ryanair were imputable to the State.
Zato preudaren udeleženec v tržnem gospodarstvu „končne vrednosti“, izračunane z metodo, ki jo je predlagal letalski prevoznik Ryanair, zelo verjetno ne bi upošteval pri odločanju, ali naj sklene pogodbo.
The controlling influence over FGAZ/FZG was, in this regard, exercised by the Land Rhineland-Palatinate and ZEF.
Iz študije z dne 31. januarja 2014 je torej razvidno, da bi bili rezultati pri pristopu na podlagi denarnega toka tako kot pri metodi na podlagi kapitalizacije zelo nenatančni in nezanesljivi.
Considering, however, that it was always the Land which appointed FGAZ/FZG's supervisory board chairman, and that the Land effectively financed between 95 % and 80 % of the losses of the FGAZ/FZG (thereby having significant influence on the ZEF and a larger financial interest in the undertaking), it can safely be considered that the Land had effective control over FGAZ/FZG.
Poleg tega Nemčija in zainteresirane tretje osebe niso predložile nobenih dokazov, da so regionalni upravljavci letališč, primerljivi z upravljavcem letališča Zweibrücken, uspešno uporabili metodo, ki jo je letalski prevoznik Ryanair predlagal v študiji z dne 31. januarja 2014, ali katero koli drugo metodo, ki bi količinsko opredelila dobiček, ustvarjen po prenehanju veljavnosti pogodb o letaliških storitvah in pogodb o storitvah trženja.
As regards the commercial relationship between Ryanair and FGAZ/FZG on the one hand, and the Land Rhineland-Palatinate on the other hand, the Commission finds that the interest of FGAZ/FZG and the Land in entering into the respective agreements converged to a very large degree:
Nemčija ni imela pripomb o študijah z dne 17. in 31. januarja 2014.
both were interested in increasing traffic at the Airport, and it made little difference to the Land whether the FGAZ/FZG concluded the contract (the costs of which it would later have to reimburse via the P&L Agreement) or whether it concluded the contract itself.
Poleg tega je končna vrednost, izračunana z metodo, ki jo je predlagal letalski prevoznik Ryanair, samo pozitivna (in zato samo poveča donosnost pogodbe o letaliških storitvah in pogodbe o storitvah trženja), če je dodatni dobiček, ki se pričakuje iz teh pogodb v zadnjem letu izvajanja pogodbe o letaliških storitvah, pozitiven.
In this light, the fact that one of the marketing services agreements was concluded with the Land directly while the airport services agreement was concluded with its dependent subsidiary cannot militate against assessing the agreements as one commercial transaction.
Če je negativen, se z upoštevanjem končne vrednosti donosnost pogodb običajno zmanjša.
The agreements were also concluded at nearly the same point in time, as the airports service agreement (22 September 2008) was concluded exactly two weeks before the marketing services agreement with AMS (6 October 2008).
V nadaljevanju je prikazano (glej uvodno izjavo 378 in naslednje), da sta pogodbi iz leta 2008 ustvarili negativne dodatne denarne tokove.
Second, the marketing services agreement with AMS states in its first section, entitled ‘Purpose of the Agreement’, that the agreement is ‘rooted in the Ryanair's commitment to operate on a route between Zweibrücken and London’.
Poleg tega so storitve trženja, kot je navedeno (glej uvodno izjavo 341 in naslednje), očitno usmerjene v osebe, za katere je verjetno, da bodo uporabljale ruto iz pogodbe o storitvah trženja.
That formulation establishes an unambiguous direct link between the service agreement and the marketing services agreement in the sense that one would not have been concluded without the other.
Če se pogodba o letaliških storitvah na tej ruti po prenehanju njene veljavnosti ne obnovi, je malo verjetno, da bodo imele storitve trženja po datumu prenehanja veljavnosti še naprej pozitiven učinek na potniški promet na letališču.
The marketing services agreement is based on the conclusion of the airport services agreement and the services provided by Ryanair.
Upravljavec letališča zelo težko oceni, kakšna je verjetnost, da bo letalski prevoznik še naprej opravljal storitve na ruti po končanem obdobju, h kateremu se je zavezal v pogodbi o letaliških storitvah.
Indeed, the preamble to the marketing services agreement states that the Land Rhineland-Palatinate intends to target Ryanair passengers in order to promote tourism and business opportunities in the region, and in particular Zweibrücken Airport as a destination.
Zlasti nizkocenovni letalski prevozniki so pokazali, da so pri uvajanju in ukinjanju rut zelo odzivni na tržne pogoje, ki se pogosto spreminjajo zelo hitro.
Fourth, the marketing services agreement provides specifically that two links are to be placed in the right hand bar on the Zweibrücken destination page and five paragraphs within the Top Five Things To Do section of the Zweibrücken destination page of Ryanair.com.
Komisija meni, da so druge morebitne koristi preveč negotove, da bi se lahko upoštevale.
It can be deduced from those provisions that the purpose of the agreement is to support Zweibrücken Airport specifically and not Land Rhineland-Palatinate as a whole.
Izvedljivost primerjave letališča Zweibrücken z drugimi evropskimi letališči
Fifth, the agreement can be terminated immediately by Rhineland-Palatinate in the event that Ryanair stops operating the route between Zweibrücken and London.
V skladu z novimi smernicami o uporabi načela udeleženca v tržnem gospodarstvu se obstoj pomoči letalskemu prevozniku, ki uporablja določeno letališče, načeloma lahko izključi, če cena letaliških storitev ustreza tržni ceni ali če je s predhodno analizo, ki temelji na informacijah, na voljo v času, ko je pomoč dodeljena, in na predvidljivih razvojnih trendih, mogoče dokazati, da bo dogovor med letališčem in letalskim prevoznikom privedel do pozitivnega dodatnega prispevka k dobičku za letališče [98].
This demonstrates yet again that the marketing services agreement and the airport services agreement are inseparably linked.
Vendar kar zadeva prvi pristop (primerjava s „tržno ceno“), Komisija dvomi, da se lahko v sedanjosti opredeli ustrezno tržno merilo za vzpostavitev realne tržne cene za storitve, ki jih ponujajo letališča.
In conclusion, the marketing services agreement concluded by Rhineland-Palatinate and AMS is thus indivisibly linked to the airport service agreement signed by Ryanair and FZG.
Zato je po mnenju Komisije najustreznejše merilo za oceno dogovorov, ki jih sklenejo letališča s posameznimi letalskimi prevozniki, predhodna analiza dodatne dobičkonosnosti [99].
The above considerations demonstrate that without the airport services agreement, the marketing services agreement would not have been concluded.
Poudariti je treba, da je lahko na splošno uporaba načela udeleženca v tržnem gospodarstvu, ki temelji na povprečni ceni na drugih podobnih trgih, koristna, če je tako ceno mogoče smiselno opredeliti ali izpeljati iz drugih tržnih kazalnikov.
Indeed, the marketing services agreement states explicitly that it is based on Ryanair's Zweibrücken-London service, and essentially envisages marketing services aimed at promoting that route.
Vendar ta način ni enako ustrezen v primeru letaliških storitev, saj se struktura stroškov in prihodkov med letališči običajno zelo razlikuje.
At the same time, it appears that the conclusion of the airport services agreement was also dependent on the marketing services agreement:
Razlog je v tem, da so stroški in prihodki odvisni od razvitosti letališča, števila letalskih prevoznikov, ki uporabljajo letališče, njegove zmogljivosti v smislu potniškega prometa, stanja infrastrukture in povezanih naložb, ureditvenega okvira, ki se lahko med državami članicami razlikuje, ter morebitnimi dolgovi ali obveznostmi, ki ji je imelo letališče v preteklosti [100].
although the airport services agreement was concluded earlier in time, it did not oblige Ryanair to take up services from Zweibrücken.
Poleg tega liberalizacija trga zračnega prevoza otežuje kakršno koli izključno primerjalno analizo.
Rather, it explicitly stipulated that ‘if service is not commenced by 28 October 2008 this agreement will lapse without liability to either party’.
Kot je razvidno iz tega primera, poslovne prakse med letališči in letalskimi prevozniki ne temeljijo vedno le na objavljenem seznamu pristojbin.
In fact, Ryanair only commenced its operations at Zweibrücken after the AMS contract had been concluded.
Ti poslovni odnosi so dejansko zelo različni.
For those reasons, the Commission considers it appropriate to analyse the airport services agreement of 22 September 2008 and the marketing services agreement of 6 October 2008 jointly, with a view to determining whether they constitute State aid or not.
Vključujejo delitev tveganja glede potniškega prometa in morebitne povezane poslovne in finančne odgovornosti, običajne sheme spodbud in spreminjanje razpršenosti tveganj med trajanjem pogodbe.
Regarding the benefits that an MEO could have expected to gain from marketing services agreements and the price that it would have been willing to pay for those services
Zato enega posla ni mogoče dejansko primerjati z drugim na podlagi cene vračanja ali cene na potnika.
In order to be able to apply the MEO principle to the case in point, the behaviour of FGAZ/FZG and the Land as signatories of airport services agreement with Ryanair and the marketing services agreement with AMS must be compared to that of a hypothetical MEO in charge of operating Zweibrücken Airport.
Ob predpostavki, da je na podlagi veljavne primerjalne analize mogoče ugotoviti, da so „cene“ v različnih poslih, ki so predmet te ocene, enake „tržnim cenam“, opredeljenim s primerjalnim vzorcem poslov, ali višje od njih, Komisija na podlagi navedenega ne bi mogla sklepati, da so ti posli skladni s preskusom udeleženca v tržnem gospodarstvu, če se ugotovi, da je v času njihove sklenitve upravljavec letališča pričakoval, da bodo ustvarjali dodatne stroške, ki bodo višji kot dodatni prihodki.
When analysing the transaction in question, it would be advisable to assess the benefits that this hypothetical MEO, motivated by the prospect of profits, could gain from purchasing marketing services.
Udeleženec v tržnem gospodarstvu torej ne bo spodbujen k temu, da blago ali storitve ponudi po „tržni ceni“, če bi to povzročilo dodatno izgubo.
This analysis should not take into account the general impact of such services on tourism and the region's economic performance.
Komisija zato meni, da ob upoštevanju vseh informacij, ki so ji na voljo, ni razloga za odstopanje od pristopa, priporočenega v novih smernicah za letalski sektor iz leta 2014 glede uporabe načela udeleženca v tržnem gospodarstvu za dogovore med letališči in letalskimi prevozniki, tj. predhodne analize dodatne dobičkonosnosti.
Only the impact of these services on the airport's profitability should be taken into account, as this would be the only concern for a hypothetical MEO.
Ocena dodatnih stroškov in prihodkov
Thus, marketing services should stimulate passenger traffic on the air routes covered by marketing services agreements and the corresponding airport services agreements, as the marketing services are designed to promote those air routes.
Časovni okvir
Although that impact will mainly benefit the airline concerned, it may also be of benefit to the airport operator.
Udeleženec v tržnem gospodarstvu bo pri odločanju, ali naj sklene pogodbo o letaliških storitvah in/ali pogodbo o storitvah trženja, za časovni okvir svoje ocene izbral trajanje zadevnih pogodb ali trajanje, ki je določeno v posamezni pogodbi.
An increase in passenger traffic may lead to an increase in revenues generated by certain airport charges for the airport operator, as well as an increase in non-aviation revenues, in particular from car parks, restaurants and other businesses.
Ocenil bo torej dodatne stroške in prihodke v času veljavnosti pogodb.
There can therefore be no doubt that an MEO operating Zweibrücken Airport in the stead of FGAZ/FZG and the Land would have taken this positive effect into account when considering entering into a marketing services agreement and the corresponding airport services agreement.
Nič ne kaže na to, da bi bila izbira daljšega obdobja upravičena.
The MEO would have taken into account the impact of the air route in question on future revenues and costs by, in this case, estimating the number of passengers using these routes, which would have reflected the positive effect of marketing services.
Na datum podpisa pogodb se preudaren udeleženec v tržnem gospodarstvu ne bo zanašal na pogodbe, ki so bile po prenehanju veljavnosti obnovljene pod enakimi ali novimi pogoji.
Moreover, this effect would have been evaluated for the entire term of operation of the air routes in question, as set out in the airport services agreement and the marketing services agreement.
Poleg tega se na splošno preudaren gospodarski subjekt zaveda, da so nizkocenovni letalski prevozniki, kot je Ryanair, vedno bili in so še vedno poznani po svoji odzivnosti na razvoj trga, kadar začenjajo ali prenehajo opravljati svoje storitve na rutah in kadar povečajo ali zmanjšajo število letov.
When an airport operator enters into an agreement for the promotion of certain air routes, it is standard practice to estimate the load ratio (or the load factor) [97] for the air routes in question and to take this into account when assessing future revenues.
Ocena
The Commission agrees with Ryanair on this issue, that is to say, that marketing services agreements do not just generate costs for the airport operator, they also bring benefits with them.
Nemčija trdi, da družbi FGAZ/FZG pred sklenitvijo posameznih pogodb o letaliških storitvah z drugimi letalskimi prevozniki nista pripravili predhodnih poslovnih načrtov.
In addition, it would be advisable to determine whether other benefits could reasonably be expected and quantified for a hypothetical MEO operating Zweibrücken Airport in the stead of FGAZ/FZG and the Land, that is to say, other than the benefits from the positive effect on passenger traffic on the air routes covered by the marketing services agreement during the term of operation of these routes, as set out in the marketing services agreement or the airport services agreement.
Pojasnila je, da ker se lahko šteje, da je večina stroškov letališča fiksna in da širitev gospodarskih dejavnosti ne bi povzročila velikih dodatnih stroškov, taki predhodni načrti niso bili potrebni.
Certain interested third parties support this argument, in particular Ryanair in its study of 17 January 2014.
Vendar je Nemčija kljub temu na zahtevo Komisije pripravila pregled dodatnih stroškov in prihodkov, ki jih je bilo mogoče pričakovati v času sklenitve ustreznih pogodb.
The study of 17 January 2014 is based on the theory that marketing services acquired by an airport operator, such as FGAZ/FZG and the Land, will help to improve the airport's brand image and, as a result, to sustainably increase the number of passengers using the airport and not just the numbers on the air routes covered by the marketing services agreement and the airport services agreement for the term of operation set out in those agreements.
Nemčija je te podatke pripravila za vsako pogodbo, sklenjeno z letalskimi prevozniki v obdobju preiskave, tj. v obdobju 2000–2009, kot je povzeto v preglednici 8.
In particular, Ryanair found in its study that the marketing services will have sustainable positive effects on passenger traffic in the airport even after the marketing services agreement has expired.
Preglednica 8
It should first be noted that there is nothing to suggest that, when the marketing services agreement was entered into, the airport operator or the Land ever considered, still less quantified, the marketing services agreement's possible beneficial effects on air routes additional to those covered by the agreement, or the possibility of such effects continuing after the agreement had expired.
Dodatna donosnost pogodb z letalskimi prevozniki Germanwings, TUIFly in Ryanair
Moreover, Germany did not suggest any method for estimating the possible value that a hypothetical MEO operating Zweibrücken Airport in the stead of FGAZ/FZG and the Land could have placed on such effects when assessing whether or not to enter into the agreements in 2008.
(Pogodba 15. sept. 2006–15. sept. 2009)
In addition, the sustainable nature of these effects cannot be assessed based on the information available.
(Pogodba 30. junij 2008–31. dec. 2011) [101]
It is possible that advertising Zweibrücken and the region on Ryanair's internet site may have encouraged people visiting that site to buy Ryanair tickets to Zweibrücken when the advertising was first posted or just thereafter.
(Pogodba 1. april 2008–31. marec 2011) [102]
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.
(Pogodba 22. sept. 2008–21. sept. 2009) [103]
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.
Pričakovano število potnikov
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.
Pričakovani dodatni prihodki iz letalske dejavnosti
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.
Pričakovani dodatni prihodki iz neletalske dejavnosti
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.
Pričakovani dodatni stroški
This argument is well supported by two factors.
Stroški podpore za trženje