1. hamburg.de – Strategy and Business Approach Axel Konjack Managing Director hamburg.de Kiev, 23. June 2011

2. Public Private Partnership: Media, City and Local Banking 20% 51% 29%

4. Homepage of the Leading City Portal in Germany

5. Key Facts Online-Reach hamburg.de 3,6 3,1 44,1 36,4 > 125.000 Sources: IVW 05/2011, hamburg.de + 16% + 21% + Android App since 21.06.2011

6. Strategic Background (I): Declining Demand for (regional/local) Print Products Source: Mediaperspektiven; IVW Sold Numbers of Copies Newspapers in Germany 1991-2010 in m - 29%

7. Strategic Background (II): Significant Growth Potential for Online Services and Contents Source: Initiative D21 Internet Usage in Germany 2001-2010

8. Strategic Background (III): Rapid Expansion of the Mobile Internet Market Sources: PwC, Wilkofsky Gruen Associates Mobile Internet Users in Germany 2005-2014 in m + 1.588%

9. Strategic Background (IV): Relevance of Local Contents, Services and Businesses online Source: Google Germany Topics of Interest in Germany 2001-2010 Entertainment Local Infos etc. Society Computer Travel Shopping Culture&Arts Education Health Restaurants etc. Industry Lifestyle Games Automotive Internet

10. Strategic Background (V): Drastically shrinking Local Advertising Markets in Print Classified Advertising Revenues of Newspapers in the U.S. 2000-2010 Source: Newspaper Association of America + 70% In bn

11. Strategic Background (VI): Online Classifieds are significantly growing, e.g. Real Estate Online Real Estate Advertising Trends in the U.S. 2004-2016 Source: Borrell Associates, Inc., May 2011 + 355%

12. Strategic Background (VII): The Big Players are already in the Game

13. Strategic Background (VIII): Significant Growth of Key Markets for Local Portals Source: hamburg.de research 2011 Local Internet 2010 Regional and local news and services are high demand issues 2011 Spendings for local online advertising will see the highest growth rate in the US-advertising market (+18%; 16.1 bn US$) Mobile 2013 1.6 bn mobile internet users worldwide 1.6 bn fixed-line internet users worldwide Social Media 2010 20,0 m facebook fans in Germany > 600 m facebook fans worldwide eCommerce Growth of total market volume in Germany from 17.3 bn € in 2010 up to 27.2 bn € in 2014 (+57%)

14. Public Private Partnership in Contents, Services Production and Governance „ Private“ „ Public“

15. E-Commerce: Hotel Booking Engine with all relevant Accomodations, Packages etc.

16. E-Commerce: Classified Marketplace for Real Estate – Partnership with Immonet.de

17. E-Commerce: Classified Marketplaces for Jobs – Partnership with Monster.de

18. E-Commerce: Ticketing for all Kinds of cultural Events in the Metropolitan Area

19. Listings: Digital Yellow Pages (I)

20. Listings: Digital Yellow Pages (II)

21. Services: Paid Mail Services with an exclusive Mail Address @hamburg.de “ In love with Hamburg“: axel.konjack@hamburg.de

22. Public Services (I)

23. Public Services (II)

24. Public Projects (I): Online Administration Finder

25. Public Projects (II): Online Administration Finder, e.g. Local Tax Office

26. Public Projects (III): Hamburg as Europes Green Capital 2011

27. Tools and Features: Interactive City Map

28. Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area

29. Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area

30. Organization hamburg.de CMS 250 direct Content- Accounts in the Administration of HH DataB DataB DataB CRM Product Management IT & Support Sales & Marketing

31. Multi-Channel-Approach

34. Top Social Media Topics: Ships & Harbour („Gateway to the World“, Water, Technology)

35. Top Social Media Topics: Hamburgers love Hamburg

36. Top Social Media Topics: „Good Night“ – Social Media Pure Play

37. hamburg.de is the Market Leader in Social Media in the Hamburg Area > 10 x Sources: IVW 05/2011, hamburg.de (Friends)

38. Mobile (I)

39. Mobile (II)

40. Mobile (III)

41. Mobile (IV)

42. Mobile (V)

43. User Participation…

44. The Future Social. Mobile. Local.

45. www.hamburg.de www.facebook.com/hamburg Thank you very much.

46. Local Advertising Business online is Reality: Example „Hotels“

47. Local Advertising Business online is Reality: Example „Real Estate“

48. Local Print Advertising Markets: Classifieds (US)

49. Listings: Digital Yellow Pages (III)