YellowPages.com Charles Stubbs September 29, 2005.

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  • YellowPages.comCharles StubbsSeptember 29, 2005

  • AgendaMarketStrategyExecution

  • Online Advertising MarketU.S. Online Advertising Spending ($B)Source: The Kelsey Group; Feb. 2005Explosive growth24% per year growth through 2009Online share of total advertising to double over the next 4 years

  • Online Local AdvertisingU.S. Internet Yellow Pages and Local Search Markets ($B)Internet Yellow PagesLocal Internet SearchSource: The Kelsey Group; Feb. 2005Forecasted growth almost 50% per year over the next several years

  • IYP & Local SearchUsage Market Share (Searches)Q2 2005Fragmented UsageTraditional Yellow Pages Publishers and New Internet BusinessesDynamic and Competitive Marketplacesource: comScore Media MetrixQ2 2005 Internet Yellow Pages Search Report

  • AgendaMarketStrategyExecution

  • Dual Aggregation StrategyPrint Yellow PagesIndexed Content

  • Dual Aggregation StrategyPrint Yellow PagesIndexed ContentLocal Sales

  • Dual Aggregation StrategyPrint Yellow PagesPrint &DistributeIndexed Content

  • Dual Aggregation StrategyPrint &DistributeIndexed ContentEnd-to-end Solution Resulting in ~50% Operating MarginsLocal SalesPrint Yellow Pages

  • Dual Aggregation StrategyCore PiecesTechnologyUser InterfaceContentAdvertising ProductsBusiness ModelReportingCross-PlatformIndexed ContentElectronic Yellow Pages

  • Dual Aggregation StrategyMaximize RevenueLocal CoverageNational Sales Business ModelSubscriptionPFPPrioritizationLocal SalesElectronic Yellow Pages

  • Dual Aggregation StrategyDirectOrganic UseAdvertising & PromotionSEOSyndicationAOLSwitchboardYahoo!Search ProductsPublish &DistributeElectronic Yellow Pages

  • Dual Aggregation StrategyPublish &DistributeIndexed ContentLocal SalesElectronic Yellow Pages

  • Dual Aggregation StrategyFixed Monthly (Placement)CostPerClickCostPerCallBusiness Model Options% ofTransactionsYellow PagesSearchE-CommerceService / Broker 5000 Business Segments Across 500+ MSAsAACDB

  • AgendaMarketStrategyExecution

  • Areas of Focus to Win

    ConsumersProductAdvertisersAdvertising & Promotion of YellowPages.comPartners/ SyndicationBest-of-Breed TechnologyGreat User InterfaceRobust ContentFast ResultsRight Product MixMultiple PlatformsComplete CoverageLocalNationalRight Business Model

  • Common VisionJoint Venture formed in November, 2004

    Ownership apportioned between SBC (66%) and BellSouth (34%) with joint management control

    JV ObjectivesParent ObjectivesSingle Brand / URLCommon DistributionCommon Platform/ ProductsNational Sales Local Sales in WhitespaceLocal Sales in TerritoryFulfillmentCustomer CareBillingLocal Content

  • Common National BrandGoalDirect Consumer Relationship Simple Intuitive URLExisting Usage Complement Print BusinessLeverage Parents Assets150M Books PublishedDSL/IPTVCingular

  • Common National BrandGoalDirect Consumer Relationship Simple Intuitive URLExisting Usage Complement Print BusinessLeverage Parents Assets150M Books PublishedDSL/IPTVCingularExecutionAcquired YellowPages.com5.4% of IYP Market share with no advertising or promotionIncredible monthly growthStick to our rootsPotential

  • Common DistributionMust partner to have greatest audience

  • Consumer Reach

  • Common Platform/Products

  • Common Platform/ProductsFlash DemoYellowPages.com

  • Dual Product Strategy

  • Common Platform/Products

    REAL SEARCH ENGINE SOLUTIONSConnecting Buyers and Sellers85% of all Search Engine trafficAnnual Performance GuaranteesMonthly e-Mail Reports

  • IYP & Local SearchCombined NetworksSource: comScore Media Metrix, Q2 2005 Internet Yellow Pages Search Share reportDisaggregated UsageNational Aggregation

  • Content StrengthCombined Local Sales Force - Feet on the Ground in 22 States: 4000+ sales repsPrint relationships provides unmatched depth of contentEnhanced Sales Capability Through National Account Teams and Familiar URL

  • Conclusion

    Largest Audience Direct Consumer FranchiseSyndicate through PartnershipsDeliver Advertiser ROI

  • Conclusion

    Largest Audience Direct Consumer FranchiseSyndicate through PartnershipsDeliver Advertiser ROIStandard and Rational Product SetLogical and SimpleRight Pricing/Business Model

  • Conclusion

    Largest Audience Direct Consumer FranchiseSyndicate through PartnershipsDeliver Advertiser ROIStandard and Rational Product SetLogical and SimpleRight Pricing/Business ModelRobust National and Local Sales ForceMonetize UsageGeographically and Category

  • Conclusion

    Largest Audience Direct Consumer FranchiseSyndicate through PartnershipsDeliver Advertiser ROIStandard and Rational Product SetLogical and SimpleRight Pricing/Business ModelRobust National and Local Sales ForceMonetize UsageGeographically and CategoryResult: Long term ProfitabilityValue enhancement for SBC & BLS publishers and shareholders

  • Thank You!Q & A