j2 Global (JCOM): Half Cloud, Half Digital Media and All About Acquisitions
Guest write-up by Jayden Preston
Introduction
j2 Global brands itself as an Internet service company. At its core, the company’s goal is to participate in the monetization of the shift from analog to digital. They do so in two business segments: 1) Business Cloud Services and 2) Digital Media.
Business Cloud Services (BCS)
The main business here is providing businesses of all sizes with cloud services that meet their communication, messaging, security, data backup, hosting, customer relationship management and other needs. At the moment, the biggest value drivers are their fax and voice products, including eFax, an online fax services that enable users to receive and send faxes over the Internet; and eVoice, which provides their customers a virtue phone system. These are the original businesses of the Company and are called number-based businesses.
In more recent years, j2 has also built up their non-number-based businesses within their BCS portfolio. This group includes KeepItSale, a cloud backup solution; FuseMail, which provides email encryption solutions; and CampaignerCRM, a customer relationship management tool.
The above group of service offerings all have a subscription business model, where the lion’s share of revenue is derived from “fixed” subscription fee from basic customer subscription, with the rest from “variable” usage fees generated from actual usage of services by customers.
j2 Global also generates revenue from licensing their intellectual properties to third parties. However, historically this revenue source has been minimal, around 1% to 2% of segment revenue from BCS. We will thus neglect this in our following discussion.
Digital Media (DM)
Their DM segment consists of the web properties and business operations of Ziff Davis, the physical-magazine-turned-digital publisher that j2 Global purchased in 2012 for $167 million. j2 Global bought the company from private equity firm, Great Hill Partners, with the intention of providing more capital so that Ziff Davis can continue to execute its business plan of building a multi-vertical online publisher that earns revenue from video ads affiliate links, demand generation and data licensing. This is exactly what happened in the subsequent 5 years.
Since the acquisition, Ziff Davis has gone on an acquisition spree, spending nearly $1 billion to expand their web property portfolio. Major properties now include PCMag.com, IGN.com, Speedtest.net, AskMen.com, Everyday Health and Mashable. Revenue of Ziff Davis increased from around $50 million in 2012 to $539 million in 2017, with revenue sources from advertising and sponsorships, subscription and usage fees, performance marketing and licensing fees.
During 2016, their DM web properties attracted 5 billion of visits and 18.1 billion page views, up from 345 million visits and 1.1 billion page views in 2012.
Durability
Business Cloud Services
Durability of the BCS segment mainly rests on whether eFax will still be needed in the future. In 2016, fax-to-email revenue constituted 35% of the Company’s consolidated revenue, or 54% of the Business Cloud segment.
The modern fax machine was introduced in the US in 1964. Since …
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