La Comisión Nacional de los Mercados y la Competencia («CNMC») ha aprobado la fusión de las dos principales compañías de distribución de publicaciones periódicas (Boycá y SGEL), si bien les ha impuesto condiciones para paliar, en cierta medida, la situación de «monopolio» que resulta de tal fusión. La nueva empresa estará controlada conjuntamente por Boyacá en un 65% y por SGEL en el resto (un 35%) y asumirá losnegocios relacionados con la distribución de publicaciones periódicas y el negocio de transporte de Boyacá.
Para el regulador, la operación contribuye a asegurar a medio plazo la sostenibilidad del negocio y la subsistencia de la red de distribución de publicaciones periódicas, especialmente en las zonas deficitarias.
Todos los compromisos que ambas compañías presentaron en su día al organismo para que autorizase la unión han sido incorporados, si bien han resultado insuficientes, razón por la que la CNMC impuesto otros compromisos adicionales dado el alto riesgo para la competencia (en cuanto a los efectos horizontales y verticales), fundamentalmente porque no abordaban los problemas de competencia relacionados con la distribución de prensa diaria.
Las condiciones impuestas por la CNMC para los próximos 3 años:
- Mantenimiento de las condiciones en la distribución de revistas, con lo que simplemente amplían el ámbito de aplicación a las publicaciones periódicas (prensa diaria, revistas y coleccionables).
- Compromiso de que la empresa resultante no podrá empeorar las condiciones a los puntos de venta tradicionales. Las partes ya habían ofrecido este compromiso, aunque incluyendo una excepción por motivos de eficiencia. La CNMC ha excluido esa excepción para evitar que la empresa resultante aproveche su poder de mercado y empeore las condiciones a los puntos de venta.
- La duración: un periodo de 3 años desde la fecha de la Resolución.
- La posibilidad de que la Empresa en Participación pueda renegociar las condiciones comerciales y económicas con editores ante caídas de sus ventas superiores al 15%.
- Separación de actividad de transporte nacional y distribución mayorista de publicaciones periódicas y no vinculación de los fondos de Boyacá y SGEL.
- Acuerdos de compartición de estructuras de transporte local, en condiciones de mercado objetivas, transparentes y no discriminatorias.
- Garantía de que, en el caso de que Boyacá y SGEL y la Empresa en Participación ofrezcan al punto de venta la posibilidad de vender productos alternativos (editoriales y no editoriales), el punto de venta no estará obligado ampliar su oferta si no lo estima conveniente.
Estas condiciones aplican desde la fecha de la Resolución de la CNMC a las dos notificantes y sus distribuidoras controladas, así como a la Empresa en Participación. Las notificantes habían incluido excepciones relativas a las negociaciones en curso con editores. La CNMC no incluye dichas excepciones para evitar que las notificantes, sus distribuidoras controladas o la Empresa en participación aprovechen su poder de mercado para empeorar las condiciones comerciales.
En un entorno marcado por un proceso de concentración progresiva y un declive continuado de las ventas por el aumento de las publicaciones en línea, entre los sectores más afectados por la operación destacan el de la distribución mayorista de publicaciones periódicas y el transporte nacional de publicaciones periódicas.
En el primer caso y con especial relevancia, en el mercado de, la distribución de prensa diaria y la de revistas, a nivel nacional y a nivel de las regiones donde opera al menos una de las partes en calidad de distribuidora regional. Aquí concurre un gran riesgo para la competencia porque literalmente desaparece la competencia entre dos de los tres distribuidores a nivel nacional y se trata de un mercado con importantes barreras de entrada.
Por su parte, en la distribución de revistas se producen solapamientos horizontales con adiciones de cuota de mercado significativas, mientras que en la distribución de prensa diaria no se producen adiciones de cuota. No obstante, la competencia se verá afectada porque desaparece la presión competitiva que SGEL ejercía sobre Boyacá en este ámbito.
Entre otros, la entidad resultante incrementa su poder negociador frente a los editores, puntos de venta, y otras distribuidoras, y refuerza su capacidad y los incentivos para imponerles condiciones comerciales más perjudiciales. Asimismo, tendrá menos incentivos para mejorar el servicio e invertir en innovación.
Los efectos horizontales podrían verse reforzados por “efectos cartera”, como que la nueva empresa ofreciera de forma conjunta las publicaciones periódicas y otros productos editoriales y no editoriales, y los fondos de SGEL y de Boyacá.
En el segundo caso, respecto del transporte nacional de publicaciones periódica, la CNMC entiende que no se aprecian riesgos para la competencia en términos de empeoramiento de condiciones, ya que por el lado de la oferta puede sustituirse el transporte de publicaciones periódicas por el transporte de otras mercancías por carretera.
En todo caso, la fortaleza de Boyacá en este segmento, el poder reforzado de negociación de la nueva entidad en la distribución y la complementariedad de ambos servicios implican riesgos de vinculación entre la distribución y el transporte. Todo ello, podría reducir la presión competitiva que ejercen terceros operadores.
Imagen: El Mercantil
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