Competitive Differentiation in Local Online Products London, Feb 2008
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Transcript of Competitive Differentiation in Local Online Products London, Feb 2008
Competitive Differentiation in Local Online Products
London, Feb 2008
Simon GreenmanManaging Director - Online
European Directories
European Directories
Pan-European directory and search company
providing local commercial search products in print, online, mobile and DA
in the Netherlands, Finland, Denmark, Austria, Sweden, the Czech Republic, Slovakia, Poland and Gibraltar
Formed in July 2005 following the acquisition of the Yellow Brick Road by a consortium led by Macquarie
In November 2005 also purchased TDC’s search and directory businesses in Denmark, Sweden and Finland
Over 4,000 employees and more than 700,000 customers
€645m revenue in 2006
2Commercial in Confidence
European Directories Group
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Netherlands
Revenue: € 645mCustomers: >700,000
Headcount: 4,160*
171m
663
Finland Denmark
€151m
782
€110m
599
€72m
482
€49m
732
Austria
€67m
353
SwedenCzech Rep/
Slovakia
Revenue
FTE
Revenue: €20.3m
FTE: 528
Poland50% **Shareholding
•Includes Poland
** 100% holding as of 2007
Connecting Local Buyers and Seller “Anytime, Anywhere, Anyhow”…De Telefoongids
Advertising and usage is become more complex and fragmented across the media landscape.
EDSA sells solutions in whatever media creates ROI for the advertiser: Print
Internet
Mobile
GPS navigation
DA
SMS
……4Commercial in Confidence
The Publisher’s Advantage
What does the advertiser want?
A desire to focus on their core business
Cost effective and reliable source of marketing leads
Low involvement and simplicity of marketing solutions.
Publisher has some significant advantages:
Sales force that reaches and “touches” 100,000s businesses
Sales, billing and customer support infrastructure
Ability to offer packaged marketing solutions across media
Strong and trusted local brands
Strong knowledge and content about the local business.
Opportunity exists to be the advertiser’s trusted marketing partner to distribute their content / advertising across the increasingly fragmented local search landscape.
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Key EDSA Online Imperatives
Greater cross media advertising solutions:
Search Engine Marketing (SEM) packages
Mobile solutions
Video packages
Simpler and more compelling online packages.
Content, distribution and usage:
Emphasis on customer touch points to enhance content
Greater distribution of content and advertising across media and properties.
Sales force:
Selling cross media solutions
6Commercial in Confidence