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Die Rolle von Vergleichsportalen auf dem deutschen Breitbandmarkt

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  • Knips, Julian
  • Wernick, Christian

Abstract

Der vorliegende Diskussionsbeitrag stellt die ökonomischen Hintergründe und Anreize beim Vertrieb von leitungsgebundenen Breitbandanschlüssen über Preisvergleichsportale dar. Des Weiteren beschäftigt er sich mit der Provisionsstruktur und der Bedeutung der Portale für den Breitbandmarkt und der Wichtigkeit einzelner TKUs für die Portale. Den Abschluss bildet ein Produkt- und Preisvergleich zwischen den Vergleichsportalen und den Anbieterwebseiten. Die Vergleichsportallandschaft in Deutschland ist stark von zwei großen Anbietern geprägt, Check24 und Verivox. Daneben haben viele Webseiten Preisvergleiche für Breitbandprodukte im Angebot, diese binden jedoch häufig nur die Tarifsuchen der großen Portale ein. Bei kleineren Portalen mit eigener Tarifsuche findet oft eine Verengung auf wenige große Breitbandanbieter statt. Das Geschäftsmodell der Vergleichsportale basiert im Wesentlichen auf Provisionen, weitere (aber deutlich weniger relevante) Erlösquellen sind Werbung und der Verkauf aggregierter Marktdaten. Im Vergleich zu anderen Wirtschaftsbereichen, die von Vergleichsportalen abgedeckt werden, sind die Cashbacks und Provisionen bei Breitbandverträgen relativ hoch. Unsere Analysen deuten darauf hin, dass die TDG und Vodafone für die Vergleichsportale die beiden mit weitem Abstand relevantesten TK-Anbieter sind. Regionale bzw. auf Glasfaser fokussierte Anbieter spielen, auch in Summe, (bisher) nur eine geringe Rolle. Bei den Preisvergleichen zeigt sich, dass es nicht "das günstigste" Vergleichsportal gibt. Insbesondere bei von Infrastruktureigentümern angebotenen Produkten auf Bandbreiten zwischen 50 und 250 Mbit/s im Download, sind die auf 24 Monate gerechneten Preise durch Einmal-Cashbacks auf Vergleichsportalen fast immer niedriger als auf den Anbieterwebseiten. Die höchsten Cashbacks werden von eben diesen Infrastruktureigentümern auf Legacy-Infrastrukturen ausgeschüttet. FTTB/H-Tarife werden zwar zumindest von Check24 und Verivox in wachsendem Umfang vermarktet, die Cashbacks sind hier jedoch in der Regel deutlich niedriger als bei Produkten über xDSL und Kabel.

Suggested Citation

  • Knips, Julian & Wernick, Christian, 2024. "Die Rolle von Vergleichsportalen auf dem deutschen Breitbandmarkt," WIK Discussion Papers 525, WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH.
    • Handle: RePEc:zbw:wikdps:308069
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    References listed on IDEAS

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    Keywords

    Digitale Plattform; Vergleich; Breitbandkommunikation; Telekommunikationspreis; Deutschland;
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