International Information Innovation Conference 2009 Day 2  1st October 2009 Steffen Schlimmer – NetBiscuits.com
Carey Bunks – European Directories “ Mobile Advertising”
Balance: 118 DA    Mobile Local Search
<ul><li>European Directories </li></ul><ul><li>Yellow Pages and the Internet </li></ul><ul><li>118 DA and the mobile Inter...
The EDSA Group
European Directories * 2008 Pro-forma revenue including 2008 acquisitions Revenues:  €830m*   EBITDA:  €285m Headcount:  5...
European Directories Market Economies Source: CIA World Fact Book Country Company Population GDP ($bn) %World GDP Holland ...
European Directories 118 Territories
Yellow Pages and the Internet
The Internet has Gutted Yellow Pages <ul><li>Broader: for example, Wikipedia (en) is 25 times bigger than the Encyclopedia...
Example (London, UK 2006) Westbourne Grove Queensway to Ledbury Rd 0.5 miles, 104 businesses Results of Simple Search for ...
118 DA and the Mobile Internet
Historical Parallel? <ul><li>Verticals with richer data </li></ul><ul><li>Ratings and reviews that will make it easier to ...
Market Forces <ul><li>Smart phones </li></ul><ul><ul><li>Now 15% of the market, and in some markets iPhones account for 50...
Mobile Local Search 300% Growth / Year (UK)
Market Forces <ul><li>Auto-location and the digital compass have enhanced verticals and LBS </li></ul><ul><ul><li>Restaura...
Google Mobile Maps <ul><li>Number 1 mobile local search application </li></ul><ul><li>Worldwide maps and directions </li><...
Sampling of LBS iPhone apps <ul><li>Cinema </li></ul><ul><li>Restaurants </li></ul><ul><li>Real Estate </li></ul><ul><li>E...
Sampling of Yellow Page apps <ul><li>France </li></ul><ul><li>UK </li></ul><ul><li>Germany </li></ul><ul><li>Turkey </li><...
Example: Qype
Example YP: Zlate Stranky (CZ)
Details and Map
Search Near Me London Czech/German Border Closest Czech restaurants to London
Prognostication
118 DA Market Trend Prediction - 2012 <ul><li>Mobile calls will represent a larger share of callers to DA (50% => 75%) </l...
Strategy
Book–Mobile–Net–DA …  WHY? <ul><li>Different people </li></ul><ul><li>Different circumstances </li></ul><ul><li>Different ...
Suggested Approach <ul><li>Capitalize on consumer loyalty </li></ul><ul><ul><li>Give visible reasons to stay </li></ul></u...
Synergies: Speak to an Operator
Synergies: DA Links to More Info
Conclusions <ul><li>Market developments in the mobile Internet are putting pressure on 118 DA usage and revenue </li></ul>...
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2.5 Carey Bunks European Directories

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2.5 Carey Bunks European Directories

  1. 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
  2. 2. Carey Bunks – European Directories “ Mobile Advertising”
  3. 3. Balance: 118 DA  Mobile Local Search
  4. 4. <ul><li>European Directories </li></ul><ul><li>Yellow Pages and the Internet </li></ul><ul><li>118 DA and the mobile Internet </li></ul><ul><li>Prognostication </li></ul><ul><li>Fighting Back </li></ul><ul><li>Conclusions </li></ul>Overview
  5. 5. The EDSA Group
  6. 6. European Directories * 2008 Pro-forma revenue including 2008 acquisitions Revenues: €830m* EBITDA: €285m Headcount: 5,260 Revenue EBITDA FTEs € 308 m €132m 1,350 € 182 m €69m 1,000 € 93 m €29m 460 € 66m €18m 440 € 47 m €9m 630 € 80 m €33m 390 € 54 m €7m 990 Netherlands Finland Denmark Austria Sweden Czech Rep / Slovakia Poland Group Online New Lead Generation Businesses (SEM / Affiliate Marketing / RFP/…) #1 #1 #1 #1 #2 #1/#2 #1 Market Position
  7. 7. European Directories Market Economies Source: CIA World Fact Book Country Company Population GDP ($bn) %World GDP Holland DTG 16,645,313 909.5 1.7% Poland PKT 38,500,696 567.4 1.0% Sweden Lokaldelen 9,045,389 512.9 0.9% Austria Herold 8,205,533 432.4 0.8% Denmark DGS 5,484,723 369.6 0.7% Finland Fonecta 5,244,749 287.6 0.5% Czech Republic Mediatel 10,220,911 217.2 0.4% Slovakia Mediatel 5,455,407 100.6 0.2% Totals 98,802,721 3397.2 6.2%
  8. 8. European Directories 118 Territories
  9. 9. Yellow Pages and the Internet
  10. 10. The Internet has Gutted Yellow Pages <ul><li>Broader: for example, Wikipedia (en) is 25 times bigger than the Encyclopedia Britannica </li></ul><ul><li>Richer: unlimited formatted text, photos, music, video </li></ul><ul><li>Interactive: ratings, reviews </li></ul><ul><li>Faster and easier: you don’t need to know how to alphabetize or spell! </li></ul><ul><li>More pertinent and up-to-date </li></ul>Inexpensive, fixed-rate broadband was introduced in Western Europe in 2000, and seven years later Yellow Pages (the book) usage had fallen off by over 50% in the UK. That trend is accelerating, and similar effects can be seen around the world. The Internet is:
  11. 11. Example (London, UK 2006) Westbourne Grove Queensway to Ledbury Rd 0.5 miles, 104 businesses Results of Simple Search for 104 Businesses Found 94% 74%
  12. 12. 118 DA and the Mobile Internet
  13. 13. Historical Parallel? <ul><li>Verticals with richer data </li></ul><ul><li>Ratings and reviews that will make it easier to choose </li></ul><ul><li>Auto-location, maps, and directions to make it easier to find </li></ul><ul><li>And a price point hard to beat… free </li></ul>Inexpensive, fixed-rate mobile 3G was introduced in Western Europe in 2007, and by extension will likely have an important effect on 118 directory assistance services. The mobile Internet will deliver:
  14. 14. Market Forces <ul><li>Smart phones </li></ul><ul><ul><li>Now 15% of the market, and in some markets iPhones account for 50% of sales of all new phones. </li></ul></ul><ul><ul><li>Location technologies now widely available. </li></ul></ul><ul><li>Fixed-rate 3G pre and post pay </li></ul><ul><li>Mobile Internet usage is growing at a rapid pace </li></ul><ul><ul><li>Usage has increased 250% in W. Europe over the past year </li></ul></ul><ul><ul><li>Mobile local search is growing even faster </li></ul></ul>
  15. 15. Mobile Local Search 300% Growth / Year (UK)
  16. 16. Market Forces <ul><li>Auto-location and the digital compass have enhanced verticals and LBS </li></ul><ul><ul><li>Restaurants, real-estate, ATMs, Taxis, etc. </li></ul></ul><ul><ul><li>Location-based services apps abound </li></ul></ul><ul><li>App stores are changing consumer behavior </li></ul><ul><ul><li>Apple, Nokia, Blackberry, Samsung, Android, Vodafone </li></ul></ul>
  17. 17. Google Mobile Maps <ul><li>Number 1 mobile local search application </li></ul><ul><li>Worldwide maps and directions </li></ul><ul><li>Auto-location </li></ul><ul><li>Worldwide local content </li></ul>
  18. 18. Sampling of LBS iPhone apps <ul><li>Cinema </li></ul><ul><li>Restaurants </li></ul><ul><li>Real Estate </li></ul><ul><li>Emergency Services </li></ul><ul><li>ATMs </li></ul><ul><li>Wifi </li></ul><ul><li>Coupons </li></ul>
  19. 19. Sampling of Yellow Page apps <ul><li>France </li></ul><ul><li>UK </li></ul><ul><li>Germany </li></ul><ul><li>Turkey </li></ul><ul><li>Canada </li></ul><ul><li>US (multiple) </li></ul><ul><li>Spain </li></ul><ul><li>Australia </li></ul><ul><li>Spain </li></ul><ul><li>Sweden </li></ul><ul><li>Denmark </li></ul><ul><li>Holland </li></ul><ul><li>Austria </li></ul><ul><li>Poland </li></ul><ul><li>Czech Republic </li></ul><ul><li>Slovakia </li></ul>
  20. 20. Example: Qype
  21. 21. Example YP: Zlate Stranky (CZ)
  22. 22. Details and Map
  23. 23. Search Near Me London Czech/German Border Closest Czech restaurants to London
  24. 24. Prognostication
  25. 25. 118 DA Market Trend Prediction - 2012 <ul><li>Mobile calls will represent a larger share of callers to DA (50% => 75%) </li></ul><ul><li>Mobile Internet users will be a bigger part of the mobile market (15% => 30%) </li></ul>22.5% of the current DA usage and revenue is at risk
  26. 26. Strategy
  27. 27. Book–Mobile–Net–DA … WHY? <ul><li>Different people </li></ul><ul><li>Different circumstances </li></ul><ul><li>Different times of the day </li></ul><ul><li>Convenience </li></ul><ul><li>Necessity </li></ul><ul><li>Habit </li></ul>CHOICE
  28. 28. Suggested Approach <ul><li>Capitalize on consumer loyalty </li></ul><ul><ul><li>Give visible reasons to stay </li></ul></ul><ul><ul><li>Maximize consumer experience </li></ul></ul><ul><li>Exploit all possible synergies </li></ul><ul><ul><li>If associated with a Yellow Pages exploit synergistic web and mobile services </li></ul></ul><ul><li>Find and drive partnership channels </li></ul><ul><ul><li>Examples: mobile network operators, large mobile portals </li></ul></ul><ul><li>Drive brand recognition </li></ul>
  29. 29. Synergies: Speak to an Operator
  30. 30. Synergies: DA Links to More Info
  31. 31. Conclusions <ul><li>Market developments in the mobile Internet are putting pressure on 118 DA usage and revenue </li></ul><ul><ul><li>Fixed rate 3G contracts </li></ul></ul><ul><ul><li>The iPhone phenomenon </li></ul></ul><ul><ul><li>Location technologies </li></ul></ul><ul><li>Nevertheless, 118 DA satisfies a real need </li></ul><ul><ul><li>Circumstances </li></ul></ul><ul><ul><li>Individuality </li></ul></ul><ul><ul><li>Comfort – it’s a concierge service </li></ul></ul><ul><li>Need to aggressively retain and grow </li></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Enrich services </li></ul></ul><ul><ul><li>Marketing communications </li></ul></ul>

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