Transcript Exec Comm120307

Competitive Differentiation in Local
Online Products
London, Feb 2008
Simon Greenman
Managing 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
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European Directories Group
50% **Shareholding
Poland
Revenue: € 645m
Customers: >700,000
Headcount: 4,160*
Netherlands
Revenue
FTE
Finland
Revenue: €20.3m
FTE: 528
Denmark
Austria
Sweden
Czech Rep/
Slovakia
171m
€151m
€110m
€67m
€72m
€49m
663
782
599
353
482
732
•Includes Poland
** 100% holding as of 2007
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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
 ……
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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
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