2. Outline 1.Turkey in the European Online Scene 2.The Turkish Book Market 3.Our online Experience a.idefix.com.tr online B2C books retail b.prefix.com.tr online B2B books wholesale distribution c.value added services Sabitfikir e-zine and printed review d.new projects 4.Our vertically integrated business model

3. Turkey in the European Online Scene Comscore – Dec.2012

4. Turkey in the European Online Scene Comscore – Dec.2012

5. Turkey in the European Online Scene Comscore – Dec.2012

6. Turkey in the European Online Scene Comscore – Dec.2012

7. Turkey in the European Online Scene Comscore – Dec.2012

8. Comparative Book Expenditures  Turkey is in the same cluster as the BRIC countries in per capita book consumption in correlation with GDP/capita  This means Turkish book business is growing in par with its high GDP growth

9. The Turkish Book Market  43,000 titles are published annually out of which roughly 20,000 are cultural and fiction while the rest is educational content  290 mil. commercial books are issued annually and about 200 mil. primary school textbooks are distributed free-of-charge to school children by the ministry.  The retail market is roughly 2.4 bil.TL (0.8b₤), imported books account for around 200 mil.TL revenues lost to piracy reach almost 400 mil.TL  Average fiction retail book price is 18TL (6₤)  VAT for printed books is 8%  The number of active publishers is around 1,800 and the number of retailer bookstores around 3,000.

10. The Turkish Book Market  The online market is roughly 3% of total and about 6% of cultural & fiction books  Online booksales is growing at around 35-40%, mainly driven by the penetration rate of e-commerce in general  Three main online booksellers almost equally share 75% of the online market among each other.  Online discounts average 25% over list price  E-book penetration is still below the 1% mark  E-book penetration bottleneck is on the supply side where only 20% of publishers have commenced digital publishing

11. The Turkish Online Books Experience  idefix.com was launched in 1997. The Turkish online books business has 15 years of past experience  It shares roughly 75% of the online book market with 2 other competitors of equal sizes  It is growing at an average rate of 40% a year  Idefix also hosts more than 40 major publishers’ e-commerce back-ends and provides their fulfillment services

12. The Turkish Online Books Experience  idefix.com pioneered digital publishing in Turkey when it opened the first ebook store in April 2010.  we adopted the agency model and we provide free epub conversion services to publishers.  we deliver to all Adobe DRM compliant e-readers as well as to our native iOS and Android Apps using our own DRM  Our customers can reach their virtual bookshelves from all available platforms.  Growth is sluggish on the supply side with only 350 out of 1,700 publishers supplying digital content and only a total of 6,000 epub titles on sale compared to 43,000 published titles/annum

13. The Turkish Online Books Experience  In 2010, prefix.com.tr was launched as the first online books wholesaler aiming to provide an efficient supply chain to small independent bookstores as well as chain stores and other e- commerce websites.  In a year 1,700 publishers were contracted alongside 1,500 independent bookstores.  Prefix is working with 4 major banks to extend microcredits to small bookstores through a closed circuit dedicated credit card providing payment periods up to 5 months.  Prefix contributed radically to the growth of our total online business which now grows at around 80% per annum

14. The Turkish Online Books Experience  Sabitfikir.com, our literary e-zine launched in 2010, grew to become a printed monthly review of the publishing scene  30,000 issues a month are shipped with every idefix order.  Sabitfikir is also organizing literary events where famous authors meet their audiences in hard-talk sessions chaired by noted critics.

18. The Turkish Online Books Experience  hesapkitap.com, is our most recent books private shopping website launched beginning of April 2013.  It is the one-a-day special offer website selling “coffee- table” books or featured sets at special discounts on limited amounts.

19. B2C & B2B an integrated play  Our approach has been a vertically integrated business model encompassing B2B as well as B2C channels.  Our aim has been to balance our value added among publishers, independent bookstores and consumers.

21. Thank you …