billot pages jaunes_telco-form_08.06.11
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From directory to local media :
Re-inventing a Yellow Page business.
Julien BillotMoscow conference
8th of june 2011
© Copyright PagesJaunes 2011 1
To introduce myself….
Julien Billot43 years old
French.
13 years in Telco Industry (FranceTelecom/Orange Group)4 years as COO of the paging subsidiary of FT.
3 years of Chief Product Officer of Orange in France
3 years of Chief Marketing Officer of Orange in France.
3 years in Media Industry.CEO of the Digital Business Unit of Lagardère Active group (owner of HFS and Europa Media Group)
At Pages Jaunes Group since 09/09 as CEO of Digital Business Group.
© Copyright PagesJaunes 2011 2
Pages Jaunes at a glance
Key 2010 Financial and Operating Statistics
Leader in the local advertising market€1.1 Bn Revenue and €500 MM EBITDA (45% margin)
~25-30% share of the online local advertising market in France
Focus on France (93% of revenues) with significant share of Internet revenues (48% of revenues)
Reference services and brands9 out of 10 French adults use the PagesJaunes services
>2 Bn consultations per year in France
>50% conversion rate of the consultations into purchases
A unique sales force to reach large and diversified customer base~1,900 sales representatives
715k Group advertising customers, 660k in France
75% of online penetration of French customer base
1
2
3
© Copyright PagesJaunes 2011 3
Pages Jaunes Mission : engage users with local businesses
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
The engagement funnel
YP core position
© Copyright PagesJaunes 2011 4
Pages Jaunes books : a strict and restrictive positioning.
BuyBook/MeetFind a
business or a
product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
© Copyright PagesJaunes 2011 5
Internet is a game changer.
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
© Copyright PagesJaunes 2011 6
Pages Jaunes to become a ‘global’ local media.
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
The engagement funnel
YP core position
Extended position for Pages Jaunes on digital
© Copyright PagesJaunes 2011 7
How can we transform ourselves ?
Grow the
audience
Enrich the
content
Increase the ROI
1 2
3
Develop local content DatabaseWebsites, videose-servicesUGC
Develop local contentDatabaseWebsites, videose-servicesUGC
Develop local media
PrintInternetAds/VerticalMobileMappingMeta-search
Develop local media
PrintInternetAds/VerticalMobileMappingMeta-search
Manage value for advertisers Search, display,
small ads Business Center
Manage value for advertisersSearch, display,
small adsBusiness Center
+ Partnershipswith other local
media
+ Partnershipswith other local
media
Local advertising
© Copyright PagesJaunes 2011 8
Leverage very strong existing assets
Leveraging on Solid Assets
An audience with a unique mix of volume and qualityUsers
BrandA strong digital brand
associated with positive and commercially effective
values
AdvertisersThe capabilities to
monetize the audience with advertisers
Leader in the Local Advertising Market
Massive customer presence
Bring Trust
Market power :700.000+ advertisers
The local internet Company
© Copyright PagesJaunes 2011 9
Re-invent web site positionning
From Directory… to local media
© Copyright PagesJaunes 2011 10
Build mobile asset.
More than 5 million downloads of PagesJaunes
on iPhone* and others platforms
4th most downloaded Apps on the French Appstore since its
creation, 3rd Apps the most downloaded in
2010**
More than 2,5 million of visitors weekly*
A satisfaction rate of 85%***
© Copyright PagesJaunes 2011 11
Invest in content.
Leader in France with ~12% of business websites
Source : PagesJaunes Groupe
Trend in number of IVPs and videos sold (in thousands) Almost 69,000 fixed and mobile
IVPs
Optimised access for IVPs to main local information sites:
New technology launched in April 2011 for enriched range and customization
© Copyright PagesJaunes 2011 12
Create New media : UrbanDive.
Unique experience
Appshop and open ecosystemMajor brands in real-time and digitalLocal servicesUGC contentCultural events
Uses that are social, practical, fun…
Multi-screen: PC, mobile, iPad, TV
Priority target: 18-35 year olds
200 towns in France
© Copyright PagesJaunes 2011 13
Develop New Partnerships : the Bing effect.
Local search results on Bing provided from PagesJaunes content
Increased visibility and traffic for our advertisers
Presence of PagesJaunes brand as benchmark in local information
Strengthening of PagesJaunes media consulting among advertisers
Mobile service currently under development
Long-term partnership (5 years)
© Copyright PagesJaunes 2011 14
Positioning of PagesJaunes Groupe in the local promotion and group purchases market
Very fast-growing market
123deal positioned as a partner sites and deals aggregator (20+ affiliates)
Planned integration in PagesJaunes Group sites
European rollout in 2011
Launch New local businesses : 123deal
© Copyright PagesJaunes 2011 15
123people
pagesjaunes.fr
UrbanDive
Mappy
A global approach to open new business models on local medias.
Annoncesjaunes.fr Keltravo
BusinessListing
Leads
RealEstate Auto
Training/ jobs
Work at home
…
© Copyright PagesJaunes 2011 16
A unique position on the market.
Source: Company, MNR December 2010 – France
Widely Recognized Brand and Strong Reach
Number of Unique Visitors on Fixed Internet
19.1 18.4 18.2 18.120.120.324.6
27.227.5
36.5
Unique Visitors on fixed Internet (in thousands)
Sustained Growth in Audience in France
75
116
2006A 2010A
Fixed Mobile
Number of visits per month MM
2006-10 CAGR (%)
+12%
+72%
Number of Unique Visitors on Mobile Internet
4.6 4.2 3.6 3.54.95.0
7.6
9.710.010.8
Unique Visitors on mobile Internet (in thousands)
1. Include PagesJaunes.fr, Mappy, AnnoncesJaunes.fr, PagesPro, Compass (in 2006), 123people in France
1
20%
49%
2001 2010
PagesJaunes.fr Reach
+27pts .
+27pts .
ca. 90% of Direct Audience
3rd most downloaded Mobile apps. in France in 2010 (4.9 millions)
© Copyright PagesJaunes 2011 17
The path for growth.
Average number of monthly visits in France for Pages Jaunes Group (in millions, excluding 123people)
Fixed Internet Mobile Internet
© Copyright PagesJaunes 2011 18
Internet revenues (million euros)
Internet share on total revenues
~2/3
43%
A strategy to deliver our ambition +50% internet revenues in 2012 vs 2009
~2/3 of Pages Jaunes revenues on internet in 2012+
+50%+50%
© Copyright PagesJaunes 2011 19
Thank you for your attention.