natgillin/translations-raw huggingface dataset:
According to Ryanair that approach would disregard the value of AMS' services to the airport [45].
Družba AMS glede tarif, po katerih zagotavlja oglaševalski prostor in obsega, v katerem je ta potreben, ne razlikuje med javnimi in zasebnimi oglaševalci.
By buying advertising space, airports can increase the proportion of incoming passengers on Ryanair flights, who tend to spend more than outgoing passengers on non-aeronautical goods and services.
Družbi Ryanair in AMS letališč ne silita k nakupu tržnih storitev in veliko letališč se dejansko odloči, da na spletnem mestu družbe Ryanair ne bodo oglaševala.
Doing this makes commercial sense for the airports [46].
Iz dogovorov družbe AMS z javnimi letališči ali njihovimi upravljavci, kot je družba So.Ge.A.AL, ne more izhajati državna pomoč, saj bi lahko družba AMS prostor na spletnem mestu zlahka prodala zasebni družbi po primerljivi ceni.
Ryanair believes that the purchase of marketing services at market rates should be severed from any other airport-airline contractual arrangements for the purposes of an MEOP assessment.
Družba AMS je predložila več razlogov, na podlagi katerih bi bila družba SO.GE.A.AL upravičena do nakupa tržnih storitev družbe AMS za oglaševanje na spletnem mestu Ryanair.com in ki so povzeti v nadaljevanju.
Should the Commission insist on including AMS arrangements and Ryanair airport services arrangements in a joint MEO test, the value of AMS services to the airport should not be disregarded.
Prvič, oglaševanje na spletnem mestu družbe Ryanair je naložba v prepoznavnost znamke.
On imputability/State resources
Upravljavci obrobnih letališč se soočajo z velikimi izzivi pri seznanjanju potnikov, letalskih prevoznikov in komercialnih upravljavcev iz drugih sektorjev, ki so vsi morebitni viri prihodkov za letališča, z njihovo „znamko“.
Ryanair considers that the Commission's view that the public authorities were involved in the adoption of the measures under review involving Ryanair and AMS is not supported by evidence.
Večja prepoznavnost znamke lahko letališčem koristi na več načinov, ki se medsebojno vključujejo in dopolnjujejo; zlasti lahko privabijo (i) prihajajoče potnike letalskega prevoznika, na spletnem mestu katerega se oglašuje letališče, (ii) morebitne stranke, ki brskajo po spletnem mestu letalskega prevoznika, na katerem se oglašuje letališče, da na navedeno letališče letijo z drugo letalsko družbo, ki obratuje rute na letališče, (iii) drugega letalskega prevoznika, da leti na navedeno letališče in (iv) komercialne upravljavce (kot so verige trgovin na drobno, ki poslujejo na letališčih).
It could not be assumed — and it has yet to be shown — that the public authorities were actually involved in the adoption of the measures.
Drugič, oglaševanje na spletnem mestu družbe Ryanair poveča delež prihajajočih potnikov.
The argument that ‘So.Ge.A.AL is wholly owned by public authorities which “interfered in the decisional process of So.Ge.A.AL”’ would be insufficiently evidenced inasmuch as it is solely based on the sole organic criterion of appointment of the Board of Directors of So.Ge.A.AL by its public shareholders.
Letališča si prizadevajo, da bi skoraj polovico svojega prihodka ustvarila z neletalskimi dejavnostmi.
Neither would the 2002 agreement, wherein Sardinia undertook to cooperate with Ryanair with the aim of developing tourism and the employment rate in the region prove that public authorities were involved, in one way or another, in the adoption of the measures taken by So.Ge.A.AL towards Ryanair or AMS after the signature of that agreement.
Z vidika regionalnega letališča je precej verjetneje, da bodo prihodek iz neletalskih dejavnosti na letališču ustvarili prihajajoči potniki, ki prihajajo na letališče in nato z njega odhajajo, kot pa lokalni potniki, ki letališče uporabljajo za polet v tuje namembne kraje.
Furthermore, the circumstance that So.Ge.A.AL and Sardinia signed subsequent agreements in 2004, 2005, 2006 and 2007 for co-marketing contributions would only support the position that Sardinia was financing So.Ge.A.AL, but not that it was directing So.Ge.A.AL's action towards Ryanair or AMS.
Tretjič, trženje in oglaševanje na spletnih mestih vseh letalskih prevoznikov sta postala osrednja praksa.
Ryanair is not aware of or responsible for agreements between So.Ge.A.AL and RAS, has not prompted or demanded such agreements, and therefore the arrangements Ryanair and AMS have with So.Ge.A.AL should not be affected by arrangements between So.Ge.A.AL and RAS.
Spletno mesto družbe Ryanair ima izredno vrednost kot mesto za trženje številnih produktov in storitev, povezanih s potovanji.
Neither would Ryanair qualify as an indirect recipient of State aid.
Izvajanje dela promocije znamke na spletnih mestih letalskih prevoznikov je za letališča postala stalna praksa.
The Commission cannot simply presume that State aid has been granted to the airlines operating at the airport without evidence establishing the actual existence of an advantage through State aid.
V tem primeru letališče Alghero storitev oglaševanja očitno ni kupilo le pri družbi AMS, ampak tudi pri družbah Meridiana in Alitalia.
As long as the terms of the commercial relationship between Ryanair and an airport can be justified under the MEOP, any recovery obligation cannot extend to Ryanair.
Četrtič, cene storitev družbe AMS se določijo v skladu z njihovo tržno vrednostjo.
Ryanair criticizes the Commission's consideration that any incentive granted by a public airport to an airline automatically qualifies as State aid even if only part has been financed through public resources.
Tržne storitve družbe AMS kupujejo številne zasebne stranke, ki niso letališča in delujejo v različnih industrijah.
Ryanair submits that the Commission's reluctance to investigate the issue of imputability of measures to the State does not reflect the 2005 Aviation Guidelines, which imply that the decision to redistribute public resources to an airline should be imputable to the public authorities in order to constitute aid [47].
Rute družbe Ryanair se navedenim strankam ne nudijo, vendar te z veseljem zagotovijo plačilo v zameno za storitve družbe AMS.
On comparator analysis
Po mnenju navedenih zasebnih strank, ki ravnajo kot vlagatelji v tržnem gospodarstvu, in po mnenju javnih in zasebnih letališč v vsej Uniji imajo samostojne storitve družbe AMS očitno poslovno vrednost.
Ryanair argues that according to the case law [48], a comparator analysis should be the primary test used to verify the presence of aid to airlines and the cost-based test should only be used if it was impossible to compare the situation of the alleged grantor of aid with that of a private group of undertakings.
Navedeni primerjalni elementi iz zasebnega sektorja bi sami po sebi zadoščali za dokaz, da so cene družbe AMS dejanske tržne cene.
Ryanair further states that when assessing the agreements concluded by airport managers with the airlines, the network externalities resulting from the agreements should also be considered.
Glede financiranja, ki ga je družbi So.Ge.A.AL zagotovila Sardinija
In a different submission Ryanair agreed that both comparator and cost-based methods of analysis are standard business practice [49].
Komisija družbo So.Ge.A.AL šteje le za posrednika, prek katerega se regionalna sredstva usmerjajo k družbama Ryanair in AMS ter se domnevno porabijo v tržne namene.
On ex ante profitability
Vendar po mnenju družbe AMS Komisija ni navedla dokazov, da družba So.Ge.A.AL nima nobene avtonomije glede uporabe sredstev, ki jih da na voljo regija Sardinija, in jih zato ne more uporabiti v druge namene.
Ryanair essentially argues that the Commission's entire reasoning in the 2012 Decision was vitiated by an erroneous application of the MEO test, which would have derived from an inaccurate presumption that an ex ante business plan was required to conclude that the MEOP was complied with.
Družba So.Ge.A.AL je državi očitno plačevala vnaprej določeno koncesijsko dajatev, svojih prihodkov pa ni delila z državo.
Business plans are not a sine qua non for the commercial actions of private investors [50].
Povečanje dolgoročne donosnosti družbe So.Ge.A.AL je bilo v neposrednem interesu lastnika družbe So.Ge.A.AL, tj. regije Sardinije, na primer s finančno podporo njenih tržnih prizadevanj za izboljšanje podobe znamke.
Whilst such plans may prove beyond doubt that a public body was acting as a private investor, the absence of such plan would not suffice to conclude that a public body was not acting as a private investor.
Takšno ravnanje bi bilo v skladu s preskusom udeleženca v tržnem gospodarstvu in bi koristilo regiji Sardiniji.
In any event, in this case the Commission would have already admitted in the 2012 Decision that Alghero airport provided a basic ex ante analysis, which should be considered sufficient.
Družba AMS dodaja, da bi bilo mogoče del sredstev, ki jih je prejela družba So.Ge.A.AL, šteti za nadomestilo za zagotavljanje storitev splošnega gospodarskega pomena.
The Commission is not in a position to assess what constitutes an ‘acceptable’ business plan and should not try to do so.
Letališče Alghero spodbuja zagotavljanje zračnih prevozov v regiji, ki je izolirana in drugače težko dostopna.
Ryanair further notes that the Commission obtained an MEOP analysis from Ecorys, which concluded that the Ryanair agreements were MEOP-compliant, and that So.Ge.A.AL's losses arose due to the significant and unforeseeable delays of the State in awarding the ‘comprehensive’ concession.
Sklepna ugotovitev
Unforeseeable inefficiencies and delays should be neutralized in an MEOP analysis since they can also be faced by private airports during the normal course of business, whether due to State failures or the acts of other private enterprises upon which the airport relies.
Družba AMS je ugotovila, da ni bila upravičenka državne pomoči ter da sta družba So.Ge.A.AL in regija Sardinija v zvezi z družbo AMS ravnali v skladu z načelom udeleženca v tržnem gospodarstvu.
Furthermore, Ryanair submitted a series of notes prepared by Oxera, and an analysis prepared by Professor Damien P. McLoughlin.
PRIPOMBE DRUŽBE UNIONCAMERE
Oxera Note 1 — Identifying the market benchmark in comparator analysis for MEO tests.
Družba Unioncamere brez poseganja v pojem gospodarske dejavnosti v sodni praksi Sodišča poudarja, da se za dejavnost, ki je sama po sebi gospodarska, ne more vedno šteti, da se zagotavlja na trgu, v smislu, da se takšno dejavnost zagotavlja ali bi lahko zagotavljalo v konkurenci z drugimi izvajalci dejavnosti.
Ryanair State aid cases, prepared for Ryanair by Oxera, 9 April 2013
Družba Unioncamere priznava, da zasebni vlagatelj v podobnih okoliščinah verjetno ne bi sprejel zadevnih ukrepov v korist letališča.
Oxera believed that the Commission's approach of only accepting comparator airports in the same catchment area as the airport under investigation is flawed.
Komisija bi kljub temu morala upoštevati dejstvo, da javna naložba v letališče pogosto temelji na premislekih, ki niso podobni tistim zasebnega vlagatelja.
Oxera argued that market benchmark prices obtained from comparator airports are not polluted by State aid given to surrounding airports.
Pričakovanja javnega vlagatelja so drugačna od tistih, povezanih z donosnostjo naložbe, prizadeva pa si za enake cilje bolj splošne narave, kot so varovanje gospodarstva in regionalnega razvoja.
Therefore, it is possible to robustly estimate a market benchmark for the MEO tests.
Družba Unioncamere priznava, da v skladu s sodno prakso Sodišča takih premislekov ni mogoče upoštevati pri izvedbi analize načela udeleženca v tržnem gospodarstvu, vendar trdi, da namen javnega financiranja letališča Alghero ni bil ohraniti podjetje, ki drugače ne bi bilo konkurenčno, ampak podpreti regionalni razvoj.
This is because:
Glede na posebne geografske značilnosti Sardinije je prisotnost namenskega letališča prednostna naloga javnih organov.
comparator analyses are widely used for MEO tests outside of the field of State aid;
Družba Unioncamere trdi, da bi Komisija morala načelo udeleženca v tržnem gospodarstvu uporabiti ob upoštevanju cilja ukrepa, da podpre regionalni in gospodarski razvoj,„oziroma za ukrepe šteti, da so se sprejeli pri izvajanju javnih pooblastil“.
companies affect each other's pricing decisions only to the extent that their products are substitutes or complements;
Družba Unioncamere meni, da bi bilo treba združljivost ukrepov v korist družbe So.Ge.A.AL, ki so predmet presoje, oceniti na podlagi člena 107(3)(c) Pogodbe.
airports in the same catchment area do not necessarily compete with each other, and the comparator airports used in the reports submitted face limited competition from State-owned airports within their catchment area (< 1/3 of commercial airports within the catchment area of comparator airports is fully State owned, and none of the airports within the same catchment area as comparator airports was subject to on-going State aid concerns (as of April 2013);
PRIPOMBE ITALIJE NA PRIPOMBE ZAINTERESIRANIH STRANI
even where comparator airports face competition from State-owned airports within the same catchment area, there are 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);
Italija je podala pripombe le glede pripomb družb Ryanair in Unioncamere.
MEO airports will not set prices below incremental cost.
GLEDE PRIPOMB DRUŽBE RYANAIR
Oxera Note 2 — Principles underlying profitability analysis for MEO tests.
Italija je glede ukrepov v korist letališča Alghero trdila, da letališče deluje v oddaljeni regiji, zato splošne naloge storitve splošnega gospodarskega pomena „ni mogoče izključiti“.
Ryanair state aid cases, prepared for Ryanair by Oxera, 9 April 2013
Italija podpira trditev družbe Ryanair, da manjša letališča nimajo izbire in morajo vlagati v svojo podobo, da si zagotovijo možnost preživetja.
Oxera argued that the profitability analysis undertaken by Oxera in its reports 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.
V tem smislu bi bilo oglaševanje na spletnih mestih nizkocenovnih družb splošna praksa.
The principles underlying the profitability analysis are:
Italija poudarja tudi, da je letališče pridobilo podobne storitve od drugih letalskih prevoznikov, kot so Germanwings, Volare, Meridiana in Alitalia.
the assessment is undertaken on an incremental basis;
Italija potrjuje, da so cene storitev družbe AMS določene po tržnih stopnjah.
an ex ante business plan is not necessarily required;
Cene so na voljo na spletnem mestu družbe AMS, stopnje, uporabljene za družbo So.Ge.A.AL, pa so bile v skladu z objavljenimi.
for an uncongested airport, the single till approach is the appropriate pricing methodology;
Italija je ugotovila, da družba AMS ni imela koristi od državne pomoči ter da sta družba So.Ge.A.AL in regija Sardinija ravnali v skladu z načelom udeleženca v tržnem gospodarstvu.
only those revenues associated with the economic activity of the operating airport should be considered;
GLEDE PRIPOMB DRUŽBE UNIONCAMERE
the entire duration of the agreement, including any extensions, should be considered;
Italija se strinja, da so javne naložbe v letališče pogosto utemeljene s premisleki, ki niso podobni premislekom zasebnega vlagatelja, saj si javni vlagatelji prizadevajo tudi za cilje bolj splošne narave, kot so varovanje gospodarstva in regionalnega razvoja.
future financial flows should be discounted in order to assess profitability of the agreements;
PRESOJA
incremental profitability of Ryanair agreements to the airports should be assessed on the basis of estimates of the internal rate of return or net present value (NPV).
UKREPI V KORIST DRUŽBE So.Ge.A.AL
Analysis of Professor Damien P. McLoughlin — Brand building: why and how small brands should invest in marketing, prepared for Ryanair, 10 April 2013
Obstoj pomoči v skladu s členom 107(1) Pogodbe
The paper aimed to set out the commercial logic underlying regional airports' decisions to buy advertising on Ryanair.com from AMS.
V skladu s členom 107(1) Pogodbe „je vsaka pomoč, ki jo dodeli država članica, ali kakršna koli vrsta pomoči iz državnih sredstev, ki izkrivlja ali bi lahko izkrivljala konkurenco z dajanjem prednosti posameznim podjetjem ali proizvodnji posameznega blaga, nezdružljiva z notranjim trgom, kolikor prizadene trgovino med državami članicami“.
The paper argued that there are a large number of very strong, well known, and habitually used airports.
Merila iz člena 107(1) Pogodbe so kumulativna.
Weaker competitors must overcome static buying behaviour of consumers to grow their business.
Da bi se torej ugotovilo, ali ukrepi, ki so predmet preiskave, pomenijo državno pomoč v smislu člena 107(1), morajo biti izpolnjeni vsi pogoji iz uvodne izjave 251.
Smaller regional airports need to find a way to consistently communicate their brand message to as wide an audience as possible.
Finančna podpora mora:
Traditional forms of marketing communication require expenditure beyond their resources.
biti dodeljena s strani države članice ali iz državnih sredstev;
Oxera Notes 3 and 4 — How should AMS Agreements be treated within the profitability analysis as part of the market operator test?
dajati prednost določenim podjetjem ali proizvodnji določenega blaga;
17 and 31 January 2014
izkrivljati konkurenco ali bi lahko izkrivljala konkurenco in
Ryanair submitted further reports by its consultant Oxera.
vplivati na trgovino med državami članicami.
In those reports, Oxera discussed the principles which, according to the airline, should be taken into account in the profitability analysis of, on the one hand, ASAs between Ryanair and the airports and, on the other hand, the marketing agreements between AMS and the same airports as part of the MEO test [51].
Gospodarska dejavnost in pojem podjetja
Ryanair emphasised that those reports do not in any way change its position presented earlier that the ASAs and the marketing agreements should be analysed under separate MEO tests.
Komisija mora v skladu z ustaljeno sodno prakso najprej ugotoviti, ali je družba So.Ge.A.AL podjetje v smislu člena 107(1) Pogodbe.
The reports indicated that the profits generated by AMS should be included as revenues in a joint analysis regarding profitability while the expenses of AMS would have to be incorporated in the costs.
S pojmom podjetja je zajet vsak subjekt, ki opravlja gospodarsko dejavnost, ne glede na njegov pravni status in način financiranja [56].
To do this, the reports suggested the application of a cash-flow-based methodology to the joint profitability analysis, meaning that the expenditure by airports on AMS could be treated as incremental operating expenses.
Vsaka dejavnost, s katero se na določenem trgu ponujajo blago ali storitve, je gospodarska dejavnost.
The reports emphasised that marketing activities contribute to the creation and support of the brand's value, which is able to generate effects and benefits, not only for the duration of the agreements with an airline, but also after its termination.
Sodišče je v svoji sodbi v zadevi Flughafen Leipzig-Halle potrdilo, da izkoriščanje letališča v komercialne namene in izgradnja letališke infrastrukture pomenita gospodarsko dejavnost [57].
That would especially be the case if, due to the fact that Ryanair has concluded an agreement with an airport, other airlines establish themselves at the airport, which will in turn attract more shops to install themselves there and therefore bring in more non-aeronautical revenues for the airport.
Kadar upravljavec letališča začne opravljati gospodarsko dejavnost z nudenjem letaliških storitev proti plačilu, ne glede na njegov pravni status in način financiranja, pomeni podjetje v smislu člena 107(1) Pogodbe, zato lahko pravila Pogodbe o državni pomoči veljajo za prednosti, ki jih je navedenemu letališkemu upravljavcu dodelila država ali so se mu dodelile iz državnih sredstev [58].
According to Ryanair, if the Commission proceeds to undertake a joint analysis of profitability, those benefits have to be taken into account by treating the expenses of AMS as incremental operating costs, net of AMS payments.
Glede trenutka v času, ko sta izgradnja in delovanje letališča postali gospodarska dejavnost, Komisija opozarja, da zaradi postopnega razvoja tržnih sil v letalskem sektorju ni mogoče natančno določiti datuma.
Furthermore, Ryanair was of the opinion that a terminal value would have to be included in the projected incremental profits at the end of the airport services agreement in order to take into account the value generated after the termination of the agreement.
Vendar so evropska sodišča priznala razvoj narave letaliških dejavnosti in v sodbi v zadevi Flughafen Leipzig-Halle je Splošno sodišče menilo, da od sodbe v zadevi Aéroports de Paris (12. december 2000) uporabe pravil o državni pomoči za financiranje letališke infrastrukture ni več mogoče izključiti.
The terminal value could be adapted on the basis of a ‘renewal’-probability, measuring the expectation that profits will persist after the termination of the agreement with Ryanair or if similar conditions would be agreed with other airlines.
Zato je treba od 12. decembra 2000 delovanje in izgradnjo letališke infrastrukture šteti za dejavnost, ki sodi na področje uporabe nadzora državne pomoči.
Ryanair considered that it would then be possible to calculate a lower limit for benefits generated jointly by the agreement with AMS and the airport service agreement, reflecting the uncertainties of incremental profits after the termination of the airport services agreement.
Povedano drugače, Komisija zdaj finančnih ukrepov, ki so bili upravljavcem letališč odobreni pred 12. decembrom 2000, ne more preverjati na podlagi pravil o državni pomoči [59].
In support of that approach, the reports presented a synthesis of the results of studies on the effects of marketing on the value of a brand.
Komisija zato meni, da je družba So.Ge.A.AL od 12. decembra 2000 naprej opravljala gospodarsko dejavnost in da pomeni podjetje v smislu člena 107(1) Pogodbe.
Those studies recognise that marketing can support the value of a brand and can help to build a customer base.
Italija je predložila podatke o naložbah v osnovna sredstva (vključno s financiranjem infrastrukture, opreme ter „obrtniških in gradbenih del“), ki so bile odobrene pred 12. decembrom 2000 (glej uvodno izjavo 84).
According to the reports, for an airport marketing on Ryanair.com especially increases the visibility of the airport's brand.
Komisija na tej podlagi ugotavlja, da zneska v višini 25431706,16 EUR, o katerem se je odločilo pred navedenim datumom, ne more proučiti in postaviti pod vprašaj.
Moreover, the reports stated that especially smaller regional airports wishing to increase their air traffic could therefore increase the value of their brand by concluding marketing agreements with AMS.
Področje javne politike
The reports lastly indicated that a cash-flow-based approach was to be preferred over the capitalisation approach, in which the expenses of AMS would be treated as capital expenditure of an intangible asset (that is, the value of the brand) [52].
Za družbo So.Ge.A.AL je treba šteti, da pomeni podjetje v smislu člena 107(1) Pogodbe vsaj od 12. decembra 2000, vendar je treba spomniti, da vse dejavnosti upravljavca letališča niso nujno gospodarske narave [60].
The capitalisation approach would only take into account the proportion of marketing expenditure that is attributable to the intangible assets of an airport.
Sodišče meni, da dejavnosti, ki običajno spadajo v pristojnost države pri izvrševanju njenih uradnih pooblastil kot javnega organa, niso gospodarske narave in ne spadajo na področje uporabe pravil o državni pomoči.
The marketing expenses would be treated as intangible assets, and then depreciated for the duration of the agreement, taking into consideration a residual value at the foreseen termination of the ASA.
Zato financiranje dejavnosti, ki sodijo na področje javne politike, ali infrastrukture, ki je neposredno povezana z navedenimi dejavnostmi, na splošno ne pomeni državne pomoči [61].