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Since our company was founded nine years ago our motto has been: “interactivate your business”. The result: our customers are now among the market leaders in their respective sectors. Over two million people use our solutions every day. We owe this success to our clear focus on the development of popular communication and sales solutions on the Internet. No other service provider in Germany has been following this path so consistently and successfully since the mid-1990s. Therefore, we have emerged from the industry’s consolidation process strengthened.

This development requires consistent orientation to the market, customers and employees. The constant optimisation of our processes, our passion in project work and continuous further development of staff training are the foundation for this. In the spring of 2004 we gave ourselves a new structure in order to continue along this path and to develop a strong growth perspective. The aim was to position our service portfolio on the market with more differentiation and transparency.

At heart we have separated the development services for the creation of interactive software from the agency services which manage brands in digital channels. SinnerSchrader Neue Informatik specialises in the development of Internet applications and custom-developed software with a high practical value. By contrast, SinnerSchrader Studios position themselves as a creative agency for digital brand management. In brief: Neue Informatik brings the processes to the user, Studios the brand. As a third pillar, the media, operations and analysis units round off SinnerSchrader’s range of services.

Neue Informatik is the first technology service provider for whom the practical value actually experienced by the user is at the heart of an application. This is a paradigm change in the IT world, which has so far been process-driven. The demand for absolute usability and user acceptance of a service is new in this form. We are convinced that consumers want systems that are a pleasure to use. But employees in companies also work more productively with user-friendly solutions.

As a creative agency for digital brand management, SinnerSchrader Studios take equal care of eye-catching brand experiences and efficient sales solutions in the interactive channels. Their target groups are marketing and sales managers who expect high-quality communication solutions ideally suited to the task in question.

Organised in this way, over the last business year we have translated the upturn of the market into significant, organic growth. The formula for success is: “Specialisation plus Full Service”.

All units of the SinnerSchrader Group have been positioned so that they can successfully acquire and realise projects independently on the market. With their enhanced profile they address clear tasks and stand for a convincing service promise – even with small and medium-sized project budgets. Via the specialisation in the new structure we furthermore created an environment in which highly motivated and experienced expert and project teams could quickly be formed within the new units. In the last 12 months this approach has excited many new customers. All in all, in spite of the continuing tense situation on the price front, this resulted in a marked improvement in the margin situation due to more efficient project implementation and increasing capacity utilisation with new business.

As a Group we have thereby developed our previous full-service claim and not given it up. We have succeeded in shaping a culture in which the individual units and companies of the Group work together in the interest of a holistic solution to the task in relation to projects and customers. Bundling resources gives us two key advantages as a Group on the market. On the one hand, with our size we offer customers scalable implementation resources in tried-and-tested quality. On the other hand, in all disciplines we have a critical mass of experienced project teams, which means that we can take overall responsibility on the implementation side in complex and time-critical projects. That, too, convinced important new customers about SinnerSchrader in the last year.

SinnerSchrader therefore occupies a very good starting position to be able to disproportionately participate in the growing Internet budgets of the future. Furthermore it still remains our goal to supplement our service portfolio by acquisition when the time is right in order to reinforce our market position in the long term.

In recent years SinnerSchrader has consistently consolidated its market position. This means that we have improved our position in the New Media Ranking from 16^th place in the year of the IPO to 4^th place in the year of the report (cf. Fig. 4).

Source: New Media Service Ranking 2000 and 2005

Thanks to the constantly further developed web offers of the US providers – such as the “AEG Troika” made up of Amazon, eBay and Google – Internet users have now become used to extremely user-friendly and highly functional web applications. Against this background, caused by the investment reticence of recent years, many websites in Germany are no longer able to compete and need considerable catch-up investment.

After the first founding wave from 1995 to 2000 (mainly bookshops, auctions, discount brokers) we are currently experiencing a second wave: tourism, telecommunications, insurance.

Today we bundle our skills into five segments. Each one stands for a clear service promise: value-adding projects with fixed prices and unmoveable deadlines.