Peter Ch' Buxton Buxton Independent Consulting

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Peter Ch. Buxton Buxton Independent Consulting
ADPAI Annual Conference 08 10 November 2009
Bali, Indonesia
DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
www.buxton-independent.com
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
AGENDA

• WHAT ARE THE TRENDS IN DIGITAL ?
• REVENUE MARKET SHARE
• USAGE
• EXAMPLES OF DIGITAL APPLICATIONS BY YP
  PUBLISHERS
• IN EUROPE
• THE POSITIONING OF YELLOW PAGES
• CASE STUDIES EBITDA MARGIN IMPACT
• CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?

Buxton Independent Consulting
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE

• WHAT ARE THE TRENDS IN DIGITAL ?
• REVENUE MARKET SHARE

Buxton Independent Consulting
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TOTAL DIRECTORY ADVERTISING REVENUE EUROPE 2008
DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
euro 000
Sources Publishers
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
ADVERTISING REVENUE in ONLINE YELLOW
PAGES EUROPE
2008
Average 26
Sources Publishers
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
Online share of total Yellow Pages revenue in
2008 Europe 26 USA 9
Growth in Europe in 2008 Total Revenue -
5.0 Print YP Revenue - 9.0 Online YP
Revenue 15

• Buxton Independent Consulting

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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE

• WHAT ARE THE TRENDS IN DIGITAL ?
• USAGE

Buxton Independent Consulting
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE

• WHAT ARE THE TRENDS IN DIGITAL ?
• USAGE

• Twice-yearly research
• First wave September 2005
• Second wave March 2006
• Third Wave September 2006
• Fourth Wave February 2007
• Fifth Wave September 2007
• Sixth Wave September 2008
• Seventh Wave September 2009

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• When seeking goods services where do you look
  first ?

September 2009
of adults
11

• When seeking goods services where do you look
  first ?

September 2009
All Age Groups across all markets
32
15
33
of adults
12

• When seeking goods services where do you look
  first ?

All Age groups across all markets
15
18
20
27
32
14
15
15
15
15
48
46
44
40
33
all adults
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WHAT ARE THE TRENDS IN DIGITAL ?
GERMANY
?----------
EUROPEAN AVERAGE 68
Sources GelbeSeitenMarketing VerbraucherAnalyse
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
EXAMPLES OF DIGITAL APPLICATIONS BY YP
PUBLISHERS IN EUROPE
Buxton Independent Consulting
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
In addition to PRINT

• Internet
• Yellow Pages
• Internet Web /
• Directory Search
• Internet Portals
• Mobile Yellow Pages
• Videos for
• advertisers

• WAP / SMS / JAVA / HTTP / iPhone
• Voice
• (Developing from traditional Directory
  Assistance)
• Mapping / Itineraries
• Satellite Navigation Systems
• QR Codes (Mobile Tagging)

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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
NORWAY
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE

NORWAY
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE

NORWAY
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
Source ABI Research 2008
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
Mobile Yellow Pages has many forms
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
Mappy is a company owned by Pages Jaunes in France
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
Pages Jaunes, France
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EXAMPLES OF DIGITAL APPLICATIONS BY YP PUBLISHERS
IN EUROPE
118 24 7 Business Directory Enquiries from Yellow
Pages
YELL Yellow Pages in United Kingdom

• 118 24 7 directory enquiries puts you in touch
  with the businesses or services that you require.
• Day or night, our team of 118 24 7 directory
  enquiries advisors are ready to put you in touch
  with the businesses or services that you require.
  Our award-winning telephone directory service
  gives callers more than just a business name and
  telephone number we can provide additional
  content, maps and directions about the business
  that you are searching for. 24 hours a day, 7
  days a week, our service provides
• A-Z business, residential and government listings
• A full UK classified search service based on
  Yell's unique database
• Additional business information such as opening
  hours, services and products
• Cinema listings including film details, start
  times, and film synopsis
• Direct call connection to number of the business
  requested
• A unique 118 24 7 Enhanced SMS service including
  key details via text message such as opening
  hours, promotions as well as maps and directions

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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
THE FUTURE POSITIONING OF YELLOW PAGES
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THE FUTURE POSITIONING OF YELLOW PAGES
Yellow Pages is a successful concept.. Bringing
Buyers Sellers together
Yellow Pages continues to achieve this through
various media.. Bringing Buyers Sellers
together through print, online, mobile, SEO,
SEM
Response measurement is key to proving that
Yellow Pages achieves this through all media.
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THE FUTURE POSITIONING OF YELLOW PAGES
Understanding the behaviour of all types of
consumer of Yellow Pages is an enormous task !
Each user group has its own media preference.
Clearly a Purchasing Executive has different
buying behaviour patterns to a grandmother.
Yellow Pages can deliver LEADS to advertisers
from each of these user categories..by measuring
and proving it !
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THE FUTURE POSITIONING OF YELLOW PAGES
Pages Jaunes, France
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THE FUTURE POSITIONING OF YELLOW PAGES
The Yellow Pages Concept . A one-stop shop for
all purchasing needs, regardless of location,
media preference or need.
Selling Leads, selling response and not
advertising
It is important not only which digital products a
YP publisher offers, BUT ALSO which digital
services are offered.
Example, SEO SEM, as lead generators
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THE FUTURE POSITIONING OF YELLOW PAGES

Belgium Portugal Ireland Romania
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THE FUTURE POSITIONING OF YELLOW PAGES
Yellow Pages publishers are measuring Yellow
Pages usage split between the various media.
In markets with high online penetration amongst
consumers, the usage split is 5050, print to
online Yellow Pages (example Netherlands in 2008)
In one extreme case (Norway) the share of Yellow
Pages usage is now higher in online..
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THE FUTURE POSITIONING OF YELLOW PAGES
NORWAY
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THE FUTURE POSITIONING OF YELLOW PAGES
NORWAY
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THE FUTURE POSITIONING OF YELLOW PAGES
As revenue usage declines in Yellow Pages print
and increases in Yellow Pages online, there are
new opportunities to generate Yellow Pages type
revenue.

• Headings which were not interesting to print
• (examples inventory sales, retailers)
• 2. Click Packages PFP
• 3. Advertisers of dynamic businesses who buy more
  with Yellow Pages online than Yellow Pages print.
• (examples Real Estate, Travel Agents)

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THE FUTURE POSITIONING OF YELLOW PAGES
As revenue usage declines in Yellow Pages print
and increases in Yellow Pages online, there are
new opportunities to generate Yellow Pages type
revenue.
4. Lead Generation (SEO, SEM) 5. Mobile
Yellow Pages (event advertising) 6. Mappin
g / Itinerary Advertising / Sat. Navigation
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THE FUTURE POSITIONING OF YELLOW PAGES
CASE STUDY Denmark
Source Mobile People
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
CASE STUDIES OF MARGIN IMPACT
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CASE STUDIES OF MARGIN IMPACT
Yellow Pages publishers have achieved very high
EBITDA margins over many years.
Investors ask whether there will be a margin
impact as revenue share is spread between print
and online.
2 Case Studies from European directory publishers
provide some answers.
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CASE STUDIES OF MARGIN IMPACT
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CASE STUDIES OF MARGIN IMPACT
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CASE STUDIES OF MARGIN IMPACT
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CASE STUDIES OF MARGIN IMPACT
NORWAY
lt ------ Voice
lt------ Online
lt------ Print
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DEVELOPMENTS IN DIGITAL YELLOW PAGES IN EUROPE
CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
Yellow Pages has always been a publisher-driven
industry
Consistently executed strategies have grown usage
and therefore revenue over many years
Our future is in our hands ! Generating usage
and providing the answer to buying needs across
all consumer areas will be essential to survival.
The ability of the YP sales force to sell on
value will be key
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
Yellow Pages is currently utilising all new
digital media
Not all these new media will improve the Yellow
Pages offerings
Some Yellow Pages publishers are re-branding AWAY
from the brand Yellow Pages Example Truvo,
Eniro
Search Engine Optimisation will enable Yellow
Pages to utilise Google and serve the SMEs
independently.
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
Does YP need Google ? Does Google need Yellow
Pages ?
A Yellow Pages company is a SALES company
A Search Engine is an ENGINEERING company
There are already several relationships between
Google and YP
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
Google / Yellow Pages Partnerships
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
A unique advantage for the Yellow Pages
Publisher continues to be
The SALES coverage of small medium sized
companies.
No other company has this level of SME coverage
in such a highly effective structure.
Yellow Pages must leverage this advantage and
continue to be a true consultant to the SME in
the digital world.
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CAN YELLOW PAGES WIN IN A DIGITAL WORLD ?
Can Yellow Pages win in a digital world ? YES,
it is in our hands !!!!!!!!
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Peter Ch. Buxton Buxton Independent Consulting
ADPAI Annual Conference 08 10 November 2009
Bali, Indonesia
THANK YOU FOR YOUR ATTENTION !!
www.buxton-independent.com