Analysts Day Search & Find Local.ch / Online strategy by Rainer Mühlberger, CEO Swisscom Directories 1
Online Business Analysts Day Search & Find November 4 Rainer Mühlberger CEO Swisscom Directories
1. local.ch,,part of the successful Joint-Venture between Publigroupe and Swisscom 3
Local.ch local.ch ch is a wholly-owned owned subsidiary of Swisscom Directories and part of the joint venture between Swisscom and PubliGroupe. Local.ch is a business extension of the existing and successful Swisscom & PubliGroupe Directory Business Business Model: Simple local Search & Find + Targeted ed local advertisement e space, i.e. advertiser pays for the platform + Long term: Best conversion rate for advertisers Core Strengths: + Existing customer relationships + Successful Field Sales Force + Strong Online Platform 24 Employees (09/2008). Won the Best of swiss web Award in 2006 4
What local.ch l offers The regional search engine local.ch ch provides relevant and current information about private and business addresses, products and services. To supplement the directory information from Swisscom Directories local.ch provides an extensive Swiss market place through the integration of 'Classifieds' and 'Car Market', where local bidders and consumers can find products and contact each other. 5
Benchmark and competition Sensis (Australia) as a best practice Global Competitiors with local initiatives + Local Google, Yahoo Local, MSN Local Swiss Competitors + Search.ch, local special interest plattforms, User Generated Content Plattforms like qype.ch With the best local data (for example opening hours, pictures), smart queries (for example: which drugstore around my house is open on 8 pm?) and a strong sales force local.ch l can clearly l differentiate t itself from global competitors. 6
2. local.ch - business overview 7
As of October 17 online search completely migrated to local.ch www.directories.ch (until October 2008) Online sales and self care & Corporate Portal White & Yellow Pages www.directories.ch www.local.ch
Positive usage trend after merge of directories.ch i and local.chl In October 2008: Integration of the existing offerings whitepages.ch and yellowpages.ch from directories.ch to local.ch. Traffic local.ch In October 2008 (WEMF NetMetrix October 2008) + Average visits per day in October before Merge: (directories.ch + local.ch): 293 000 + Average visits per day in October per day now (only local.ch): 333 536 9
Traffic P+S versus competition 1'200'000 Quelle: Nielsen//NetRatings 1'000'000 800'000 600'000 400'000 200'000 0 Aug 07 Sep 07 Okt 07 Nov 07 Dez 07 Jan 08 Feb 08 Mrz 08 Apr 08 Mai 08 Jun 08 Jul 08 Aug 08 maps.google."xy" maps.google.ch P+S (netto) search.ch (IB)
Top 10 Swiss Websites (unique clients NetMetrix, August 2008) 1. 3'729'000 bluewin.ch Swisscom (Schweiz) AG 2. 2'512'000 search.ch Räber Information Mananagement GmbH 3. 2'456'000 Local.ch + directories.ch Swisscom Directories AG 4. 1'683'000 scout24.ch Scout24 Schweiz AG 5. 1'540'000 blick.ch Ringier AG Blick Online 6. 1'405'000 nzz.ch Neue Zürcher Zeitung AG 7. 1'383'000 20minuten.ch 20 Minuten AG 8. 1'314'000 moneyhouse.ch itonex ag 9. 968'000 netlog.com Netlog NV 10. 814'000 homegate.ch homegate AG Number 1 in Switzerland in White- and Yellow-Pages. 11
Where is the traffic coming from? 12
Synergies Swisscom/Publigroupe 13
Local.ch Slots (internal Statistics 09/2008) Entries by Slot: + White Pages: 34MioRESand08MioBUS 3.4 0.8 + Yellow Pages: 0.8 Mio Business + Guide: 15 000 + Fundgrueb: 34 000 + Autobörse: 86 000 14
Communication Campaign 15
Portfolio 16
Revenue split YTD 2008 Display New Products Banner Kurzzeit Banner Grossformate (Sky, Leaderboard) Lokales Netzwerk Package Corner Text Ad P4P Highlight Text Ad Fix Movie Easy Contact Online Ad Commercial POI Logo Affiliate Programm (STC)
3. Strategy and outlook 18
Online Strategy t Actual Position Strong (advertisement) market position due to existing (print) customer base In terms of audience, head to head competition with search.ch Strategy going forward Provide user with relevant and reliable local content Strong marketing and brand investment Partnering with leading sites in CH (bluewin, media companies) Integration into mobile channels Performance based advertisement products
Success factors Extension of reach + Cooperation with partners, marketing communication, SEO Content: + Best local content (opening hours, products, brands, reviews, videos etc) + Facilitation of transactions (free call, email templates, booking of restaurants/hotels) Smart queries / Geo-Search Support value add geo-queries like which pharmacy in my neighbourhood is open tonight after 8:00 pm? Customer proximity Close monitoring of customer feedback 20
Current trials: User Generated Content t and Freecall User Generated Content (Guide Section) Free Call Web and Mobile (Trial) 21
La crise n existe e pas