Eniro Classifieds

1
Eniro Classifieds

• Cecilia Geijer-Haeggström
• Senior Vice President Product Market

2
Eniros Entry into Classifieds

• Print YP Internet YP changes search
  behaviour
• New (for Eniro) competitors entered the market
• Classified players were interested in the yellow
  business
• Eniro identified Classifieds as a market of
  importance for future growth and expansion of the
  yellow business due to the following reasons
• New revenue potential
• Classifieds equals yellow business in many areas
  (e.g. Real Estate, Auto etc)
• Respond to potential future threat
• Bring Eniro closer to transaction, further on the
  value chain
• High usage approx 50 of surfing pop/month
• Large advertising market, approx 4,0 Billion SEK
  (i.e. Swedish directory market 2,5 Billion SEK)

Trad. Media Companies
Search Engines Directory Companies Mobile
?
Classifieds
3
Eniros entrycontinued

• Eniro had two options
• Build from scratch
• Acquisition of a major player
• However, build from scratch was connected with
  risks and difficulties, mainly the challenge in
  creating the necessary critical mass of ads and
  the time to market
• In April 2004 Eniro acquired Sweden's biggest
  Classified paper from Trader Classified Media
• In May 2004 Eniro launched a Job site based upon
  crawling technology

Jobbsök
4
Major reason for Eniros acquisition of Gula
Tidningen

• The acquisition of Gula Tidningen, Swedens most
  popular classified paper, was a quick way to
  enter the classified market
• The acquisition supported and was in line with
  Eniros strategy -connecting buyers and
  sellers. It gave Eniro the possibility to move
  further up on the value chain and closer to
  transaction
• Eniro were primarily interested in the ad
  database, which was used as a base to build Eniro
  BuySell. The constant flow of new ads (personal
  and SME) gave Eniro the potential of expanding
  and broaden the business online
• The paper was of secondary interest
• Early June 2004, six weeks after the acquisition,
  we launched a new product and a new tab on the
  Eniro site
• We were 2 of ads in the database immediately
  and after 6 months we were 2 in traffic
• In March 2005 we were no longer depending of the
  paper (as a source for ad placement)

5
Eniro.se, classified integration
Fixed
Fixed
Promo
6
Eniro BuySell
7
Eniro Job
8
Eniro Search Integration
9
YP Integration, extended Infopage
10
The Future

• Improved functions
• New ad formats
• Map searches
• RFQ
• Consumer up sell
• Business up sell, integrated with IYP
• Reviews and ratings
• Conferences and debates
• D/A integration
• Continuous internal integration
• Expansion of business module