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Annual Report Magazine FY 2015

28 AUSTRIAN POST ANNUAL REPORT 2015 COMPANY DIGITALISATION E-COMMERCE LOGISTICS ECOLOGICALISATION EMPLOYEES FACTS & FIGURES 3.Production of voting cards and official reply envelopes A complexly designed envelope including return system and voting card ensures the secure mail­ ing of absentee ballots without traceability. 4.Mailing of ballots to applicants The personalised voting cards are shipped to the applicants via registered mail. 5.Collection and handing over of absen- tee ballots to the election commission Austrian Post temporarily increases its letter mail distribution capacities to ensure that all absentee ballots are quickly delivered to the election commission. The company also offers extensive additional services to municipalities relating to the collection and transport of voting cards. The best choice for Austrian Post A 2015 IFES study illustrated the future po­ tential of absentee voting. About one-quarter of all eligible voters has already cast their votes by mail. Two-thirds of the remaining voters can imagine resorting to absentee voting in the future. “The offer to cast votes by mail makes an important contribution to expanding democratic decision-making,” Josef Höfler, Key Account Management, says convincingly. Austrian Post also relies on this modern concept within the company. Since 2011 shareholders of Austrian Post have been able to conveniently cast their votes on resolutions of the Annual General Meeting by mail without great effort. In any case, absentee voting is well received by shareholders. 871 of them took advantage of this possibility at the Annual General Meeting 2015. Our day-to-day life is being increasingly impacted by dig- ital media. This also applies to advertising e.g. e-mail newsletters and Google ads. How important is paper to- day for a company’s commu- nications? MARTIN WOLF: There is no doubt that the media landscape has been significantly transformed, and is still undergoing change. Howev­ er, I am sure that paper will continue to play a major role in advertising. In particular, print advertising is an efficient driver of e-commerce sales, which was recently confirmed by studies. In our business we see that companies are once again increasingly relying on print media. That is why I believe there is still growth potential in this area. Digital advertising offers numerous advantages compared to conventional means of advertising such as measurability, speed and simple person- alisation options. How can print media counteract these benefits? At first glance it may seem that you are right. However, a closer look reveals that printed advertising contents reach customers much more effectively than digital media. Take the example of flyers, which dominate by far when it comes to advertising recall, purchasing incentives and likability. They are the most popular advertising medium in Austria, both for the retail sector and consumers. 84% of the Austrian population reads addressed direct mail items. Show me a single B2C newsletter which can match this! What are the reasons for paper’s high impact? In contrast to online advertising, paper does not get on your nerves and is viewed in a relaxed atmosphere at home. In this way, it contributes to slowing down everyday life and thus fulfils a basic need of many people. Moreover, most consumers associate paper with high quality, whereas online advertising tends to be seen as annoying. Martin Wolf, Head of Direct Mail & Dialogue Marketing Sales, speaks about the rediscov- ery of paper in advertising. “IN CONTRAST TO ONLINE ADVERTISING, PAPER DOES NOT GET ON YOUR NERVES.” ■ “Absentee voting makes an important contribution to dem- ocratic decision making.” JOSEF HÖFLER, KEY ACCOUNT MANAGEMENT

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