3. Terry Parsons 192.Com


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2009 Information Innovation Conference

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  • Are we doing enough to meet end user’s needs? Probably not. The functionality of the web is steadily increasing user expectations, but most directories are still little more than phone books online with minor additions like reviews, while most residential directories have even less in the way of added value. I think question #2 is largely answered by validating the assumption in the first part of question #1: If consumers are moving online, then by definition there is an opportunity to effectively satisfy their needs. The challenge is in figuring out how best to do so. If some models are struggling that doesn’t mean there is no model that works. It will survive, but it will have to evolve. We think it is a mistake for directories to see the Search Engines as the enemy. Search Engines are primarily indexes, whereas directories, if we are doing our job, are deep web resources that should be feeding those indexes, not trying to compete with them.
  • 3. Terry Parsons 192.Com

    1. 1. International Information Innovation Conference 2009 Day 1 30th September 2009 James Glasspool - Volt Delta
    2. 2. Terry Parsons – 192.com “ The Online Directory Opportunity”
    3. 3. <ul><li>As more consumers turn to the internet for their information and directory services, is the industry doing enough to meet end user needs? </li></ul><ul><li>Are online services a viable option and do commercial opportunities really exist? </li></ul><ul><li>Can the industry survive in the face of an ever growing Google presence? </li></ul>Questions
    4. 4. <ul><li>The world is moving online </li></ul><ul><ul><li>No, we are not doing enough. </li></ul></ul><ul><li>If the market is moving online, then by definition there is opportunity there </li></ul><ul><ul><li>It is up to us to figure out how to exploit it. </li></ul></ul><ul><li>Google </li></ul><ul><ul><li>Feed the gorilla! </li></ul></ul>Don’t fight the trend, drive it! 192.com ’ s View
    5. 5. <ul><li>How many people have called a 118 number in the past week? </li></ul><ul><li>How many have looked up a business, person or place in the phone book in the past week? </li></ul><ul><li>How many have looked up a business, person or place on the web in the past week? </li></ul>Are people moving to the web?
    6. 6. What do you use most for directory enquiries? How often do you use online directory enquiries? * Redshift Research Sept 2009 Are people really moving to the web? Yes!
    7. 7. <ul><li>The UK has the most active online population in Europe, </li></ul><ul><li>65% of UK households now have broadband access (Ofcom) </li></ul><ul><li>Over 50s now represent 30% of total time spent online (IAB 2008) </li></ul><ul><li>UK mothers (the most time poor group in the country) now use the internet as much as the average user (Hitwise) </li></ul><ul><li>55% of iPhone users, 31% of smart phone users & 12% of all mobile users use internet search on their phones, and the numbers are growing (Comscore) </li></ul><ul><li>Young people never use printed directories and find 118 services too expensive (Morgan Stanley) </li></ul><ul><li>...and we are now entering the 2 nd generation of web users as those young people become adult consumers! </li></ul>Forget what you think you know
    8. 8. <ul><li>Why are people increasingly turning to the web to find people, places & businesses? </li></ul><ul><ul><li>Because they are turning to the web to find everything! </li></ul></ul><ul><ul><li>People opt out of traditional directories </li></ul></ul><ul><ul><li>Because they often need more than a phone number or address! </li></ul></ul>Why the Web? * Redshift Research Sept 2009
    9. 9. <ul><li>Emerging privacy issue: </li></ul><ul><ul><li>My phone & address are the 2 things I want to keep private – to survive we have to offer more than that </li></ul></ul><ul><li>The web is increasingly pervasive* </li></ul><ul><ul><li>Mobile access to 192.com has more than doubled in the past 12 months </li></ul></ul><ul><li>Younger users are the most web-oriented </li></ul><ul><ul><li>But they are not Google-oriented! </li></ul></ul><ul><li>The real “Web 2.0” = “Always on” mobile web + 2 nd generation, socially oriented, web users </li></ul>What is the Market Saying? * 192.com internal statistics
    10. 10. Chris Silver Smith, searchengineland.com, 14 Sept 2009 Google’s increasing use of Universal Search is having a negative impact on Internet Yellow Pages organic traffic, as evidenced by these US Google Trends statistics: IYP Referrals from Google
    11. 11. <ul><li>Authority: </li></ul><ul><ul><li>Direct traffic online destination </li></ul></ul><ul><li>Richness: </li></ul><ul><ul><li>Deep web (vs Web index) / “ on ramp ” </li></ul></ul><ul><li>Uniqueness: </li></ul><ul><ul><li>Unique, aggregated content </li></ul></ul><ul><li>Functionality: </li></ul><ul><ul><li>Searching vs. Engaging </li></ul></ul>Feeding the Google-rilla
    12. 12. <ul><li>192.com offers deep, informationally rich, high-quality, aggregated content </li></ul><ul><li>Industry leading data set at nearly 700 million records </li></ul><ul><li>Primarily driven by non-advertising revenue </li></ul><ul><li>Clear, tangible and unique value for money products </li></ul><ul><li>Proprietary, uniquely detailed mapping </li></ul><ul><li>Highly relevant, uncompromised search results </li></ul>Answering these Challenges
    13. 13. <ul><li>New site platform… </li></ul><ul><li>Data more accessible and more digestible due to new proprietary real-time data aggregation technology </li></ul><ul><li>Improved site navigation and layout </li></ul><ul><li>Customer satisfaction levels, searches per visit and visit depth increased substantially </li></ul><ul><li>Customer conversion rates up 35% </li></ul><ul><li>Revenue per visit = £0.18 </li></ul>Which Has Translated Into
    14. 14. <ul><li>Enriching content by continuously adding new data sources </li></ul><ul><li>Opportunity to provide innovative (not paid listings) advertising for SMEs with measurable ROI </li></ul><ul><li>Additional non-advertising revenue products based on increased accessibility to, and uses of, our data </li></ul><ul><li>Accelerating emergence of mobile web = new channels to market and new data oriented products </li></ul>Where We ’ re Headed
    15. 15. Thank You!