Workshop

Corporate ReportingKWD Webranking Forum

23 January 2014

I amStaffan Lindgren

Who are you?

Food for thoughtIntroduction to workshop

What is happening in the world?

Source RISI, Jaakko Pöyry, PPPC

Radio

TV

Cinema

Mainframe

Computers

Color TV

Satellite TV

Cable TV

PCs

Internet

CD-ROM

Mobile PhonesSmart Phones

iPad

VCRs

Advertising revenue for US newspapers declines fast

Source US Newspaper Advertising RevenueNewspaper Association of America published data

A few different ways of delivering online reports today

Online Report Complete annual, quarterly or other report including

financials and notes, in a mobile and desktop friendly format.

Hybrid report Online report where financials are available in PDF only.

Online PDF PDF viewer allowing the user to go from page to page

Digital Publication Digital document published as an app through Newsstand,

Google Play or for Windows 8 tablets.

What are companies using today?

97% Latest report as PDF

27 % of total have relevant bookmarks

31,1% Online Report, with financial tables in HTML

3,6% Hybrid Reports with financials in PDF

28,1% Post links to reports to social media

Source KWD Webranking 2013-2014

Why did we end up

here?

You start with aprint Annual Report

Digital version of a print product

• Produced after the ”real” printed AnnualReport is released

• Text and content is written for print

• Graphs and illustrations are copied with lowresolution and becomes hard to read

• Because of cost hybrid solutions are usedwhere financial tables are only provided in PDF format

• Viewed as an extra cost outside of the AnnualReport budget

All the weaknessesfrom print and digital media

combined

?Why do we have

an Annual Report?

For who?

When are they going to use it?

Where are they going to use it?

What is our message?

How are we going to

produce it?

Why Annual Reports?- Information to our shareholders- Most important document for analysts- Listing requirement- Historical document telling our story of the

year and how we view the future

What? Complete and comprehensive magazine styled

document that is sent by post to all shareholders and other stakeholders

Annual Report

1991

Behaviors changed

Annual Report

2013

Where we readhas changed

Analyst focus shifted to quarterly reports

Pace of informationin society has changed

Digital revolution

We read on ipads

Is the answer a printed magazine distributed by post?

”What brought us here, won’t take us there”

? Why do we produce an Annual Report?

For whom?

When is it being used?

Where is it used?

What is our story?

How are we going to produce it?

What is the answer today?

Open forum

Let us discuss

Why do we make corporate reports

today?

Print?

Digital Publication vs

Online Report

Reportsvs

Corporate Site

One Reportvs

Many reports and communication tools

How do we reach our audience?