Local Search Market – India June 2011
Executive Summary               Online local search involves the use of localized portals that allow users to search for ...
•Market Overview  ‐ Online  ‐ Offline•Business Model•Drivers & Challenges•Trends•Competition•Key Developments        LOCAL...
Local search market is expected to grow rapidly as the  service is becoming increasingly popular Market ‐ Overview        ...
Offline local search is becoming common among consumers Market Overview                                                   ...
Drivers – Summary        Offline Market                                                       Online Market               ...
Challenges – Summary           Offline Market Challenges                                            Online Market Challeng...
Trends – Summary                                            Increase in PE/VC investments                                 ...
Major Players – Summary                                                                     SAMPLE                        ...
Online Traffic Statistics                                                               SAMPLE                            ...
Thank you for the attentionThe Local Search Market – India report is part of Research on India’s Entertainment & Media Ind...
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Market Research Report : Local Search Market in India 2011


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For the complete report, get in touch with us at : info@netscribes.com

Local search market in India is a common platform for advertising used by business entities. It has an offline and an online category. Local search space provides a platform to the small and medium scale enterprises to advertise with regards to their products and services through local search engines and print directories such as yellow pages.

The report begins with the market overview section which discusses the online segment of the local search market in India. It depicts the search marketing revenue. This is followed by the offline local search market section that discusses the market size of yellow pages in terms of volume. The report discusses the business models of players in the online and offline segments of the industry.

The report has covered the factors affecting the growth of the offline and online segments of the market. An analysis of the factors driving growth in the offline market includes phone-based local search to dominate and offline local searches being conducted in regional languages. Factors affecting the online segment include proliferation of internet and increasing use of mobile internet. An analysis of the market has identified that profitability for small and local business owners is a common factor driving the growth of the online and offline segment. The factors hindering growth in the offline market include lower acceptance in present corporate culture, global drive towards paperless environment while those for the online category include search engines acting as default sites for local information search, lack of awareness and language barriers, building database around local content.

The key trends analyzed in the market include increase in PE/VC investments, local web directories moving towards mobile platform, providing additional services to the users, players entering into joint venture agreements and mobile service providers entering the domain.

The competition section provides an overview of the competitive landscape of the online and offline market. It includes a matrix depicting a comparison between some major online and offline players with respect to their services. The section provides the online traffic statistics of the players in the market. It also includes brief profiles of major players in the market.

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Market Research Report : Local Search Market in India 2011

  1. 1. Local Search Market – India June 2011
  2. 2. Executive Summary  Online local search involves the use of localized portals that allow users to search for  geographically‐constrained results from a database of local listings Market  Offline local search market include players who provide information through directories or over  the phone  Drivers – Online: Proliferation of Internet, Increasing use of mobile internet regional languages LE    Drivers – Offline: Phone‐based local search to dominate, Offline local searches can be done in  P  Common Drivers: Profitable for small and local business owners Drivers &   Challenges – Online: Search engines acting as default sites for local information search, lack of Challenges M awareness and language barriers, building database around local content A  Challenges – Offline: Lower acceptance in present corporate culture, global drive towards  S paperless environment  Increase in PE/VC investments  Local web directories moving towards mobile platform Trends  Providing additional services to the users  Players are entering into joint venture agreements  Mobile service providers are entering the domain Print Directory Phone/Voice Search (Call  Web Search Mobile Search Center based)Competition Includes Company A Includes Company B Includes Company C Includes Company D LOCAL SEARCH MARKET IN INDIA 2011.PPT 2
  3. 3. •Market Overview ‐ Online ‐ Offline•Business Model•Drivers & Challenges•Trends•Competition•Key Developments LOCAL SEARCH MARKET IN INDIA 2011.PPT 3
  4. 4. Local search market is expected to grow rapidly as the  service is becoming increasingly popular Market ‐ Overview Search Engine Marketing Revenue  • Online local search involves the use of localized  INR bn portals that allow users to search for geographically‐ 30 e constrained results from a database of local listings +g%   • Major players have multi‐channel access including  20 LE phone, web, mobile portals 10 P • Local search engines provide information on a wide  d range of topics ranging from company addresses to  0 S AM food joints, hospitals, movie theatres etc. • Advertising is the main source of revenue generation India Search Market Overview 20-- Total Web Searches in India 20--e This provides  Type 1 Searches (mn)  a ample scope for  Type 2 the online local  Unique Searchers ‘000 b search enterprises Y% Searches Per Searcher c Z%Source: LOCAL SEARCH MARKET IN INDIA 2011.PPT 4
  5. 5. Offline local search is becoming common among consumers Market Overview Market Structure •Offline local search primarily includes print  It dominates the local  directories segment directory and phone based searches •In FY20‐‐, around x mn copies of yellow pages  i% Company Z were sold across India  h% Others •Chief source of revenue is advertisement fees paid  by the business entities E   •Offline local search market include players who provide information through directories or over phone L P •Local directories provide information about various topics ranging from industries to movies to  restaurants S AM •Most of the offline local search players are present in the online categories as well •Of late, phone based local searching is gaining tremendous popularity among the urban populationSource: LOCAL SEARCH MARKET IN INDIA 2011.PPT 5
  6. 6. Drivers – Summary  Offline Market  Online Market  Common Drivers Drivers Drivers• Phone‐based local  search to dominate • Proliferation of  Internet • Profitable for small  and local business  owners• Offline local searches  can be done in  • Increasing use of  regional languages mobile internet LOCAL SEARCH MARKET IN INDIA 2011.PPT 6
  7. 7. Challenges – Summary  Offline Market Challenges Online Market Challenges  • Search engines • Lower acceptance in  acting as default  present corporate  sites for local  culture information search • Lack of awareness  and language • Global drive towards  barriers  paperless  environment • Building database  around local content LOCAL SEARCH MARKET IN INDIA 2011.PPT 7
  8. 8. Trends – Summary  Increase in PE/VC investments Local web directories moving  Mobile service providers are  towards mobile platform entering the domain Trends  Players are entering into joint  Providing additional services to  venture agreements the users LOCAL SEARCH MARKET IN INDIA 2011.PPT 8
  9. 9. Major Players – Summary  SAMPLE  Phone/Voice Search  Brands Print Directory Web Search Mobile Search (Call Center based) Company A ‐ ab Website 1 cc Company B ‐ ‐ Website 2 cd Product 1,  Company C Product 2 ac Website 3 ce Company D Product 3 ad Website 4 cf Company E Product 4 ‐ Company F ‐ ‐ Website 5 cg Company G ‐ ‐ Website 6 ch Company H Product 5 ‐ Website 7 ci Company I Product 6 ‐ Website 8 cjSource: LOCAL SEARCH MARKET IN INDIA 2011.PPT 9
  10. 10. Online Traffic Statistics SAMPLE  Estimated daily  Estimated daily  Traffic Rank  Brands Traffic Rank (India) unique pageviews time on site  (Global) per user* (minutes) *Company A AZ AY AX AW Company C Company B AV AU AT AS leads the  market in terms Company C AR AQ AP AO of traffic rank  with Company Company D AN AM  AL AK B coming in  secondCompany E AJ AI AH AGCompany F AF  AE  AD ACCompany G AB AA  BA BCCompany H BD BE BF BG Company B  leads in terms Company I BH BI BJ BK of the  maximum time Company j BL BM BN BO spent by users Company K BP  BQ BR BS The Traffic Rank is Company L BT  BU BV BW calculated using a  combination of Company M BX  N.A. BZ N.A. average daily  visitors and Company N BY N.A. CY N.A. pageviews over  the past 3 monthsSource: LOCAL SEARCH MARKET IN INDIA 2011.PPT 10
  11. 11. Thank you for the attentionThe Local Search Market – India report is part of Research on India’s Entertainment & Media Industry series. For more detailed information or customized research requirements please contact:Gaurav KumarPhone: +91 33 4064 6214E‐Mail: gaurav.kumar@netscribes.comResearch on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick insights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries onAbout NetscribesNetscribes is a knowledge‐consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content‐management services, and knowledge‐software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one‐stop shop designed to fulfil clients’ profitability and growth objectives.Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. LOCAL SEARCH MARKET IN INDIA 2011.PPT 11