natgillin/translations-raw huggingface dataset:
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 service agreement and the marketing service agreement.
V preglednici 10 so predstavljene neto sedanje vrednosti [115] denarnih tokov, ki bi se jih lahko pričakovalo na podlagi sporazumov z družbo Ryanair ob upoštevanju predpostavk iz uvodnih izjav 459 do 471.
The Commission agrees with Ryanair on this issue, namely that marketing service agreements do not just generate costs for the airport manager, they can also be expected to bring benefits with them.
Preglednica 10
Ryanair supports this argument, in particular in its study of 17 January 2014.
Neto sedanja vrednost v času trajanja sporazuma (v mio.
The study is based on the theory that marketing services acquired by an airport manager will help to improve the airport's brand image and, as a result, to sustainably increase the number of passengers using this airport and not just the numbers on the air routes covered by the marketing service agreement and the airport service agreement for the term of operation set out in these agreements.
EUR) [116]
In particular, Ryanair argued in its study that these marketing services will have sustainable positive effects on passenger traffic in the airport even after the marketing service agreement has expired.
od 22. junija 2000 do 21. junija 2010
This view is shared by Italy and the benefits of the marketing services have been taken into consideration in the reconstructed ex ante profitability analysis of the agreements with Ryanair as summarised in Table 8 below.
[4–8]
It should first be noted that there is nothing to suggest that, when the marketing service agreements covered by the formal investigation procedure were entered into, the airport manager or RAS ever considered, still less quantified, the marketing service agreements' possible beneficial effects on air routes additional to those covered by the agreements, or the possibility of such effects continuing after the agreements had expired.
od 1. januarja 2002 do 31. decembra 2012
In addition, the sustainable nature of those effects cannot be assessed based on the information available.
[3–6]
It is possible that advertising Alghero airport and the Sardinian region on Ryanair's internet site may have encouraged people visiting this site to buy Ryanair tickets to Alghero airport as long as the advertising was posted or just thereafter.
[6–9]
An advertising campaign is more likely to have a sustainable effect when the promotional activities involve one or more advertising media to which the consumers are regularly exposed over a given period.
[9–12]
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 these media.
Komisija ugotavlja, da je Italija za namene analize donosnosti sporazumov o letaliških storitvah iz let 2006 in 2010 namesto obdobja, v katerem naj bi sporazum prvotno veljal, tj. pet oziroma štiri leta, za sporazum o letaliških storitvah iz leta 2006 upoštevala desetletno trajanje, za sporazum o letaliških storitvah iz leta 2010 pa devetletno trajanje.
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.
Italija je Komisiji predložila tudi rezultate analize donosnosti ob upoštevanju prvotnega trajanja sporazumov o letaliških storitvah iz let 2006 in 2010, kot je izrecno določeno v navedenih sporazumih.
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.
Italija je svoje stališče zagovarjala s trditvijo, da je imela družba So.Ge.A.AL v času podpisa obeh sporazumov z družbo Ryanair razumna pričakovanja, da se bosta obnovila pod podobnimi pogoji.
Firstly, under the terms of the marketing service agreements, the promotion of Alghero and the Sardinian region on the homepage of the Ryanair internet site was limited to one paragraph of 150 words under ‘Top Five Things To Do’ on the Alghero destination page and the presence of a link on the www.ryanair.com homepage leading to a site made available by So.Ge.A.AL.
Podobno naj bi sporazum o letaliških storitvah iz leta 2010 zajemal obdobje med 1. januarjem 2010 in 31. decembrom 2013 z možnostjo podaljšanja za dodatnih pet let do 31. decembra 2018.
Thus, even if the marketing services did increase passenger traffic on the air routes covered by the marketing service agreements for their period of implementation, it is very likely that this effect was zero or negligible after this term.
Komisija meni, da sporazum o letaliških storitvah iz leta 2010 zagotavlja še manjšo gotovost glede njegovega morebitnega podaljšanja.
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 these agreements or lasting after the term of operation for these routes, as set out in the marketing service agreements and airport service agreements, was extremely uncertain and could not be quantified with a degree of reliability that would be considered sufficient by a prudent MEO.
V členu 2 – „Trajanje“ je navedeno: „sporazum se lahko podaljša za dodatno petletno obdobje pod pogoji iz tega sporazuma ali pod pogoji, kakor sta jih spremenili stranki, če obe stranki vsaj šest mesecev pred potekom prvotnega trajanja dosežeta predhodno pisno soglasje. […] Stranki se o vsaki naknadni obnovitvi tega sporazuma dogovorita vsaj šest mesecev po poteku dodatnega trajanja.“ Iz tega je razvidno, da bi bilo za morebitno podaljšanje sporazuma potrebno pogajanje med strankama, zato ga družba So.Ge.A.AL v času podpisa sporazuma o letaliških storitvah iz leta 2010 ni mogla predvideti.
Thus, for example, according to the study of 17 January 2014, ‘future incremental profits beyond the scheduled expiry of the airport service agreement are inherently uncertain’.
Drugič, Komisija ugotavlja, da je bil v skladu z dokazi v tem primeru zaradi napetosti leta 2009 med družbama So.Ge.A.AL in Ryanair pogodbeni odnos s prevoznikom ogrožen.
Moreover, this study suggests two methods for evaluating a priori the positive effects of marketing service agreements: a ‘cash flow’ methodology and a ‘capitalisation’ methodology.
Takrat je družba Ryanair nadaljevanje svojega delovanja na letališču Alghero pogojila s sklenitvijo dodatnega sporazuma.
The ‘cash flow’ methodology involves evaluating the benefits of marketing service agreements and airport service agreements by assessing the future revenues which may be generated by the airport manager through marketing services and the airport service agreement, minus corresponding costs.
Iz zapisnikov sestankov upravnega odbora družbe So.Ge.A.AL z dne 7. julija 2009, 9. septembra 2009 in 23. februarja 2010, ki jih je predložila Italija, je razvidno, da je upravljavec letališča pri odločanju o podpisu novega sporazuma o letaliških storitvah z družbo Ryanair za obdobje petih let upošteval dejstvo, da v tem sporazumu niso določene sankcije za predčasno prekinitev sporazuma.
In the ‘capitalisation’ methodology, 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 service agreements.
družba Ryanair je odločno zahtevala sklenitev dodatnega sporazuma, ki „bo zagotovo prinesel povečanje vrednosti prispevkov za skupno trženje“.
However, the study of 17 January 2014 highlights the major difficulties presented by the ‘capitalisation’ approach and shows that the results produced by this method may be unreliable; it suggests that the ‘cash flow’ approach would be better.
Če tak sporazum ne bi bil nemudoma podpisan, bi prevoznik prenehal z obratovanjem vseh rut z letališča Alghero [117],razpravljalo se je o dokumentu, v katerem bi bil opisan razvoj dogovorov z družbo Ryanair in trenutno stanje odnosov z letalskim prevoznikom ter določeni naslednji koraki po mnenju družbe Ryanair, ki so vključevali prekinitev ali zmanjšanje frekvence letov znotraj EU in njihovo zamenjavo z nacionalnimi rutami [118],odbor je poizvedoval o pogajalskem prostoru s prevoznikom, če je ta obstajal, v zvezi s pogodbenim odnosom z družbo Ryanair, „saj delničarji odbora niso pooblastili za prekinitev sporazuma z zadevnim prevoznikom“ [119].(480) Iz zapisnika skupščine delničarjev družbe So.Ge.A.AL z dne 26. oktobra 2001 je razvidno, da je družba razmišljala o prekinitvi sporazuma o letaliških storitvah iz leta 2000 pred njegovim prenehanjem in da so delničarji o tem dolgo razpravljali.
In particular, the study finds that ‘the capitalisation approach should only take into account the proportion of marketing expenditure that is attributable to the intangible asset base of an airport.
Komisija na tej podlagi ugotavlja, da družba So.Ge.A.AL v času sklenitve sporazumov o letaliških storitvah iz let 2006 in 2010 z družbo Ryanair ni mogla pričakovati, da se bosta navedena sporazuma podaljšala, oziroma ni mogla pričakovati, da se bosta podaljšala pod enakimi pogodbenimi pogoji.
However, it may be difficult to identify the proportion of marketing expenditure that is targeted towards generating expected future revenues for the airport (namely an investment in the intangible asset base of the airport) as opposed to generating current revenues for the airport.’
Komisija zato ugotavlja, da bi bilo treba za namene analize donosnosti sporazumov o letaliških storitvah iz let 2006 in 2010 upoštevati le obdobje, določeno v navedenih sporazumih, tj. pet let za sporazum o letaliških storitvah iz leta 2006 in štiri leta za sporazum o letaliških storitvah iz leta 2010 (neto sedanje vrednosti v preglednici 10 so se izračunale na podlagi prvotnega trajanja sporazumov, kot je v njima določeno).
It also stresses that ‘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.
Komisija poleg tega ugotavlja, da sta sporazuma o letaliških storitvah iz let 2006 in 2010 ter sporazuma o tržnih storitvah, ki so ju podpisale družbe So.Ge.A.AL, Ryanair in AMS, veljali za nazaj, kot sledi:
In practice, it would be very difficult to estimate the average period of customer retention following an AMS campaign due to insufficient data.’
sporazum o letaliških storitvah iz leta 2006 in sporazum o tržnih storitvah sta bila podpisana 3. aprila 2006, vendar sta veljala za nazaj od 1. januarja 2006;
The study of 31 January 2014 proposes a practical application of the ‘cash flow’ approach.
sporazum o letaliških storitvah iz leta 2010 in sporazum o tržnih storitvah sta bila podpisana 20. oktobra 2010, vendar sta veljala za nazaj od 1. januarja 2010.
Under this approach, the benefits of marketing service agreements and airport service agreements which last even after the marketing service agreement has expired are expressed as a ‘terminal value’ that is calculated on the agreement's expiry date.
Na tej podlagi Komisija meni, da je upoštevanje trajanja posameznega sporazuma, ki presega njegovo načrtovano trajanje, v skladu s predhodnim pristopom in da se zato obdobja, za katero sta sporazuma veljala za nazaj, iz analize donosnosti sporazumov iz let 2006 in 2010 ne bi smelo izključiti.
The terminal value is calculated from the airport's incremental profits (net of AMS payments) in the last year of the ASA, adjusted to take into account the growth rate for the air transport market in Europe and the probability factor designed to reflect the airport service agreement's and marketing service agreement's capacities to contribute to the airport's profits after they have expired.
Vendar na podlagi navedenih razlogov Komisija meni, da bi bile koristi, ki bi jih preudaren udeleženec v tržnem gospodarstvu pričakoval od sporazuma o tržnih storitvah, strogo omejene na čas delovanja prevoznika na letališču, kot je določeno v sporazumu o letaliških storitvah.
The same method of calculating the ‘terminal value’ has been proposed by Italy in the 2014 MEOP report (see recital 471).
Zato Komisija meni, da se „končne vrednosti“, ki naj bi izražala prihodnje koristi tržnih storitev po obdobju veljavnosti navedenih sporazumov, ne bi smelo upoštevati v analizi.
The study of 31 January 2014 suggests a probability factor of 30 %, which it considers prudent.
Poleg tega Komisija ugotavlja, da je pristop, ki ga je Italija uporabila za ocenjevanje števila potnikov, na podlagi česar je izračunala pričakovane dodatne prihodke iz letalskih in neletalskih dejavnosti (brez poseganja v oceno v prejšnji uvodni izjavi o „končni vrednosti“), smiseln.
However, the study does not provide any serious evidence for this factor, neither quantitatively nor qualitatively.
Čeprav meni, da bi morale predpostavke v zvezi z napovedmi glede prometa običajno temeljiti le na frekvenci rut in ciljev glede števila potnikov, navedenih v sporazumih o letaliških storitvah ter koeficientu zasedenosti, ki ga je družba So.Ge.A.AL lahko razumno pričakovala v času sklenitve posameznega sporazuma o letaliških storitvah z družbo Ryanair, saj je v času sklenitve sporazumov o letaliških storitvah iz let 2006 in 2010 družba So.Ge.A.AL pričakovala, da bo promet družbe Ryanair presegel minimalne cilje iz navedenih sporazumov, se Komisija strinja, da pričakovanja družbe So.Ge.A.AL v času podpisa sporazumov, kot so navedena v poslovnih načrtih, predstavljajo najnatančnejši vir za sklepanje o napovedih družbe So.Ge.A.AL glede prometa družbe Ryanair v času podpisa sporazumov o letaliških storitvah iz let 2006 in 2010.
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 %.
Komisija poleg tega meni, da so pričakovanja družbe So.Ge.A.AL glede koeficienta zasedenosti družbe Ryanair v času podpisa posameznega sporazuma razumne, saj so temeljile na njenih izkušnjah s poslovnim modelom letalskega prevoznika in na poznavanju tega modela.
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 service agreement and market service agreement beyond their expiry dates.
Komisija ugotavlja, da po mnenju Italije ni bil namen družbe So.Ge.A.AL, da stroške novega potniškega terminala povrne s pristojbinami, ki bi jih plačala družba Ryanair.
Finally, it does not in any way base itself on the specific content of marketing services provided for in the various agreements with AMS when analysing to what extent these services could influence the factors mentioned in recital 444.
V zvezi s tem se dejansko zdi, da je bilo povečanje zmogljivosti terminalov na letališču Alghero, potrebno zaradi razvoja turizma, da bi se lahko izkoristila pričakovana rast prometa.
Moreover, it does not prove that there is any likelihood that, on expiry of the ASA and the marketing service agreement, the profits generated by those agreements for the airport manager in the final year of their application will continue in the future.
Pred izvedbo naložb na letališču Alghero je razvoj turističnega sektorja kljub velikemu potencialu oviralo pomanjkanje mednarodne povezljivosti.
A ‘terminal value’ calculated using the method suggested by Ryanair and Italy would therefore be highly unlikely to be taken into account by a prudent MEO when deciding whether or not to enter into an agreement.
V nobenem sporazumu o letaliških storitvah z družbo Ryanair niso navedene nobene naložbe, ki naj bi jih izvedel upravljavec letališča.
If this route is not renewed on expiry of the airport service agreement, it is unlikely that marketing services will continue to have a positive effect on passenger traffic at the airport after the expiry date.
Ta strategija je zahtevala povečanje zmogljivosti terminalov, da bi se lahko izkoristila pričakovana rast prometa, „celovito koncesijo“, s katero bi se zagotovilo uspešno in učinkovito delovanje letališča in pogodbe z nizkocenovnimi prevozniki.
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.
Komisija poleg tega ugotavlja, da je Italija pričakovane dodatne stroške ocenila na podlagi pristopa od spodaj navzgor.
For instance, in the present case Italy submitted that Germanwings decided to stop operations from Alghero airport after only one year and therefore its agreement with So.Ge.A.AL did not run its full duration (the carrier had concluded a three-year agreement with the airport) as it could not generate sufficient traffic to break even.
Za opredelitev, kako se stroški poslovanja spreminjajo s številom potnikov, se je uporabila regresijska analiza, da bi se ocenili dodatni stroški, ki bi jih lahko družba So.Ge.A.AL pričakovala v času podpisa sporazumov o letaliških storitvah z družbo Ryanair.
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.
Nato se je na podlagi rezultatov iz prejšnjega koraka, združenih z napovedmi števila potnikov družbe Ryanair, izračunala ocena dodatnih stroškov poslovanja, ki izhajajo iz sporazumov z družbo Ryanair.
Last but not least, the Commission notes that this approach of including a ‘terminal value’ followed by Italy in the reconstruction of the ex ante profitability analysis of the 2006 and 2010 agreements, has not been applied by Italy when considering the profitability of agreements signed with other airlines operating at the airport, although marketing agreements have been concluded with the airport manager.
Za sporazuma o letaliških storitvah iz leta 2006 in 2010 so podatki o dodatnih stroških, ki jih je Italija uporabila pri regresiji, iz časa pred sklenitvijo sporazumov in bi bili na voljo družbi So.Ge.A.AL na datum, ko je upravljavec letališča sklenil zadevna sporazuma.
Italy's argumentation on this point relies on the fact that the number of potential visitors to the websites of airlines other than Ryanair is significantly lower than the audience of ryanair.com.
Podatki o stroških so na voljo le za obdobje 1998–2010, zato bi bile v primeru, če bi se podoben pristop uporabil za sporazume iz let 2000, 2002 in 2003, na voljo le dve, tri oziroma štiri podatkovne točke za izvedbo regresijske analize.
Given this far lower popularity, it would not be relevant to quantify a terminal value in the analysis of the profitability of the agreements with other airlines.
Komisija se strinja, da to ne bi bilo dovolj za zanesljive rezultate.
Nevertheless, the Commission notes that up to 2006 marketing agreements had been signed by So.Ge.A.AL with Ryanair rather than AMS.
Komisija brez ustreznih predhodnih podatkov, s katerimi bi se lahko rekonstruirala analiza donosnosti na podlagi podatkov, ki bi bili na voljo družbi So.Ge.A.AL v času podpisov zadevnih sporazumov, izjemoma (glej uvodno izjavo 284) meni, da je za ta sporazuma regresija na podlagi podatkov o rezultatih za celotno obdobje 1998–2010 ustrezen približek razumnim pričakovanjem udeleženca v tržnem gospodarstvu.
A terminal value has not been considered to account for the future benefits derived after the end of the term of the marketing agreements concluded by So.Ge.A.AL with Ryanair in 2002 and 2003.
Komisija je na podlagi navedenih predpostavk rekonstruirala predhodno analizo donosnosti sporazumov z družbo Ryanair na podlagi dodatnih stroškov in prihodkov, ki bi jih udeleženec v tržnem gospodarstvu na mestu družbe So.Ge.A.AL ob sklenitvi vsakega od sporazumov, ki so predmet preiskave, lahko razumno pričakoval.
To conclude, it is clear from recitals 428 to 449 that the only benefit that a prudent MEO would expect from a marketing service agreement, and which it would quantify when deciding on whether or not to enter into such an agreement, together with an airport service 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 these routes, as set out in the agreements.
Iz različnih poslovnih načrtov, ki jih je pripravila družba So.Ge.A.AL, je razvidno, da je upravljavec letališča rast prometa napovedal na podlagi svoje strategije za okrepitev turističnega sektorja s privabljanjem nizkocenovnega prometa, kar naj bi prineslo precej večji potniški promet kot domače dejavnosti [120].
The Commission considers that any other possible benefits are too uncertain to be quantified and taken into account.
V preglednici v nadaljevanju so navedene neto sedanje vrednosti denarnih tokov, pričakovanih na podlagi sporazumov z družbo Ryanair ob upoštevanju navedenih predpostavk.
Assessment of Incremental Costs and Revenues
Preglednica 11
In view of the considerations in recitals 398 to 450, for the purpose of application of the MEOP principle, the Commission must (i) analyse each of the ASAs jointly with the marketing agreements if there is one, including when such agreement was signed with AMS, and (ii) determine the incremental costs and revenues that could have reasonably been expected from each joint transaction, taking into account the effect of the marketing agreements on the expected load factors.
Neto sedanje vrednosti denarnih tokov, pričakovanih na podlagi sporazumov z družbo Ryanair
The ASAs concluded by So.Ge.A.AL with Ryanair are presented in Table 7:
EUR) [121]
Table 7
od 22. junija 2000 do 21. junija 2010
The ASAs concluded by So.Ge.A.AL with Ryanair
od 1. januarja 2002 do 31. decembra 2012
Agreement
od 1. septembra 2003 do 1. septembra 2014
(date of signature)
od 1. januarja 2006 do 31. decembra 2010
Period during which the agreement was set to apply
od 1. januarja 2010 do 31. decembra 2013
2000 ASA
Ker je pričakovani diskontirani rezultat pozitiven za vsak sporazum z družbo Ryanair, Komisija z zadovoljstvom ugotavlja, da se je za vsak sporazum z družbo Ryanair v času njihove sklenitve pričakovalo, da bo donosen, zato družba So.Ge.A.AL, ko je sklenila zadevne sporazume, družbi Ryanair ni dodelila gospodarske prednosti in zato ti sporazumi ne pomenijo državne pomoči.
(22 June 2000)
Sporazumi s prevozniki razen družbe Ryanair
22 June 2000-21 June 2010
Sporazumi z družbami Alitalia, Volare, Meridiana in Germanwings
2002 ASA
Komisija je proučila sporazume družbe So.Ge.A.AL o oskrbi in trženju z družbami Alitalia, Volare, Meridiana in Germanwings, ki so navedeni v preglednici 12:
(25 January 2002)
Preglednica 12
1 January 2002-31 December 2012
Sporazumi družbe So.Ge.A.AL z družbami Alitalia, Volare, Meridiana in Germanwings
2003 ASA
Sporazum o oskrbi
(1 September 2003)
Sporazum o trženju
1 September 2003-1 September 2014
od leta 2007 do leta 2009
2006 ASA
O skupni oceni sporazumov o oskrbi in o trženju
(3 April 2006)
Komisija najprej ugotavlja, da je v vsakem od primerov jasno razvidno, da so bili navedeni sporazumi dogovorjeni in sklenjeni kot del enega posla, zato jih je treba oceniti kot en ukrep.
1 January 2006-31 December 2010
v skladu s sporazumom o trženju, ki je veljal za nazaj za obdobje od junija do septembra 2010, je morala družba Alitalia določiti program za komunikacijo in trženje, katerega cilj je promocija regije, tudi z uvedbo novih rut (Barcelona, Pariz in Bruselj);
(20 October 2010)
Sporazum o trženju z družbo Volare določa: „Ta Dodatni sporazum predstavlja pomemben del Standardnega sporazuma o zemeljski oskrbi.
1 January 2010-31 December 2013
Zato bo veljal do prenehanja Standardnega sporazuma o zemeljski oskrbi iz katerega koli razloga, ko bo prenehal tudi ta Dodatni sporazum skupaj z vsemi pravicami in obveznostmi, ki so v njem določene.“ V sporazumu o trženju so določeni tudi cilji glede števila potnikov, za katere se prevoznik zavezuje, da jih bo dosegel;