just dial ltd

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Date - 20 th May 2013 Date - 20 th May 2013 Date - 20 May 2013 Just dial Ltd. - Avoid Just dial Ltd. - Avoid Just dial Ltd. - Avoid Just dial Ltd. - Avoid Price Band - INR 470 - 543 Price Band - INR 470 - 543 Issue open / close - 20 th May 2013 / 22 nd May 2013 Issue open / close - 20 th May 2013 / 22 nd May 2013 Outlook and Valuation Outlook and Valuation At the lower price band of 470, JDL is valued at post-IPO issu At the lower price band of 470, JDL is valued at post-IPO issu which translates into an annualized FY13E P/BV & P/E valua which translates into an annualized FY13E P/BV & P/E valua respectively which seems pretty expensive. JDL is demanding i respectively which seems pretty expensive. JDL is demanding i on upper band and 52x on lower band on FY13E), considerin on upper band and 52x on lower band on FY13E), considerin on upper band and 52x on lower band on FY13E), considerin 27x. however, the entering into low-entry barrier business mo 27x. however, the entering into low-entry barrier business mo 27x. however, the entering into low-entry barrier business mo of technological obsolescence, We recommend an avoid rating of technological obsolescence, We recommend an avoid rating of technological obsolescence, We recommend an avoid rating Objects of the Issue Objects of the Issue The objects of the offer are to achieve the benefits of equity The objects of the offer are to achieve the benefits of equity exchanges and to carry out the sale of 17.50 million shares by exchanges and to carry out the sale of 17.50 million shares by The listing would further enhance the brand name and prov The listing would further enhance the brand name and prov The listing would further enhance the brand name and prov shareholders. The company will not receive any proceeds from shareholders. The company will not receive any proceeds from shareholders. The company will not receive any proceeds from Key Risks Key Risks Key Risks Low entry barriers Low entry barriers Local search industry has a low entry barrier as any player can e Local search industry has a low entry barrier as any player can e offer services. As it requires more initial investment, players wi offer services. As it requires more initial investment, players wi can enter and offer competitive pricing (Google India and Nok can enter and offer competitive pricing (Google India and Nok be the biggest threat). be the biggest threat). be the biggest threat). Once lost is lost forever Once lost is lost forever Once lost is lost forever The business model depends on the user traffic, - the higher t The business model depends on the user traffic, - the higher t The business model depends on the user traffic, - the higher t SME’s advertising. Any dissatisfaction on user’s experien SME’s advertising. Any dissatisfaction on user’s experien (availability), technological glitches in mobile & website would (availability), technological glitches in mobile & website would the customer’s trust. the customer’s trust. Technological obsolescence Technological obsolescence As the technological cycles are getting shorter and shorter, an As the technological cycles are getting shorter and shorter, an As the technological cycles are getting shorter and shorter, an latest and next generation of technology might affect them quit latest and next generation of technology might affect them quit latest and next generation of technology might affect them quit ue market cap of 37.9bn, Issue Details ue market cap of 37.9bn, Issue Details Issue Opens 20-May-13 ation of 8.1x and 52.3x Issue Opens 20-May-13 ation of 8.1x and 52.3x Issue Closes 22-May-13 is very steep (P/E of 60x Issue Closes 22-May-13 Equity Offerings 1.75 is very steep (P/E of 60x ng Google (US) trades at Equity Offerings 1.75 ng Google (US) trades at Equity Offerings 1.75 Lot Size 25 Eq Sh ng Google (US) trades at odel and also has the risk Lot Size 25 Eq Sh odel and also has the risk Face Value 10.00 odel and also has the risk g to Just dial IPO. Face Value 10.00 Price Band 470 / 543 g to Just dial IPO. Price Band 470 / 543 g to Just dial IPO. IPO Grading CRISIL - 5/5 IPO Grading CRISIL - 5/5 Issue break-up (Cr) (%) Lower B Upper B y shares listing on stock Issue break-up (Cr) (%) Lower B Upper B y shares listing on stock QIB's portion 75% 617 713 the selling shareholders. QIB's portion 75% 617 713 Non-institutional 15% 123 143 the selling shareholders. vide liquidity to existing Non-institutional 15% 123 143 vide liquidity to existing Non-institutional 15% 123 143 Retail Portion 10% 82 95 vide liquidity to existing the offer . Retail Portion 10% 82 95 the offer . Total Issue (Cr) 100% 822 950 the offer . Total Issue (Cr) 100% 822 950 Reserves & discounts Reserves & discounts Employees reserves Nil Employees reserves Nil Retail discount Nil Retail discount Nil Issue Structure establish a database and Issue Structure establish a database and Fresh issue Nil ith strong balance sheets Fresh issue Nil Offer for sale Eq/ Sh 1.75 Cr ith strong balance sheets Offer for sale Eq/ Sh 1.75 Cr kia’s city lens app would Offer for sale Eq/ Sh 1.75 Cr Lead Managers / Register kia’s city lens app would Lead Managers / Register 1) Citigroup Global 3) Morgan Stanley India 1) Citigroup Global 3) Morgan Stanley India 2) Markets India - 2) Markets India - the traffic, the more the 1) Karvy Computer Pltd - the traffic, the more the 1) Karvy Computer Pltd - the traffic, the more the nce on data updating nce on data updating Shareholding Pattern (%) Pre Post d be difficult to win back Shareholding Pattern (%) Pre Post d be difficult to win back Promoter 37.20% 33.10% Promoter 37.20% 33.10% Non Promoter 62.90% 66.90% Non Promoter 62.90% 66.90% Non Promoter 62.90% 66.90% ny failure to adapt to the ny failure to adapt to the Analyst Details ny failure to adapt to the te adversely . Analyst Details Pushkaraj Jamsandekar te adversely . Pushkaraj Jamsandekar te adversely . Contact - +09869139507 Contact - +09869139507 Email ID - [email protected] Email ID - [email protected] Perception Research & Advisory Perception Research & Advisory

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Page 1: Just dial Ltd

Date - 20th May 2013Date - 20th May 2013Date - 20 May 2013

Just dial Ltd. - Avoid Just dial Ltd. - Avoid Just dial Ltd. - Avoid Just dial Ltd. - Avoid Just dial Ltd. - Avoid Price Band - INR 470 - 543Price Band - INR 470 - 543Price Band - INR 470 - 543

Issue open / close - 20th May 2013 / 22nd May 2013Issue open / close - 20th May 2013 / 22nd May 2013

�Outlook and Valuation�Outlook and Valuation�Outlook and Valuation

At the lower price band of 470, JDL is valued at post-IPO issueAt the lower price band of 470, JDL is valued at post-IPO issueAt the lower price band of 470, JDL is valued at post-IPO issue

which translates into an annualized FY13E P/BV & P/E valuationwhich translates into an annualized FY13E P/BV & P/E valuationwhich translates into an annualized FY13E P/BV & P/E valuation

respectively which seems pretty expensive. JDL is demanding isrespectively which seems pretty expensive. JDL is demanding is

on upper band and 52x on lower band on FY13E), consideringon upper band and 52x on lower band on FY13E), consideringon upper band and 52x on lower band on FY13E), considering

27x. however, the entering into low-entry barrier business model27x. however, the entering into low-entry barrier business model27x. however, the entering into low-entry barrier business model

of technological obsolescence, We recommend an avoid ratingof technological obsolescence, We recommend an avoid ratingof technological obsolescence, We recommend an avoid rating

�Objects of the Issue�Objects of the Issue�Objects of the Issue

The objects of the offer are to achieve the benefits of equityThe objects of the offer are to achieve the benefits of equityThe objects of the offer are to achieve the benefits of equity

exchanges and to carry out the sale of 17.50 million shares byexchanges and to carry out the sale of 17.50 million shares by

The listing would further enhance the brand name and provideThe listing would further enhance the brand name and provideThe listing would further enhance the brand name and provide

shareholders. The company will not receive any proceeds fromshareholders. The company will not receive any proceeds fromshareholders. The company will not receive any proceeds from

�Key Risks�Key Risks�Key Risks

Low entry barriersLow entry barriersLow entry barriers

Local search industry has a low entry barrier as any player can establishLocal search industry has a low entry barrier as any player can establishLocal search industry has a low entry barrier as any player can establish

offer services. As it requires more initial investment, players withoffer services. As it requires more initial investment, players withoffer services. As it requires more initial investment, players with

can enter and offer competitive pricing (Google India and Nokia’scan enter and offer competitive pricing (Google India and Nokia’s

be the biggest threat).be the biggest threat).be the biggest threat).

Once lost is lost foreverOnce lost is lost foreverOnce lost is lost forever

The business model depends on the user traffic, - the higher theThe business model depends on the user traffic, - the higher theThe business model depends on the user traffic, - the higher the

SME’s advertising. Any dissatisfaction on user’s experienceSME’s advertising. Any dissatisfaction on user’s experienceSME’s advertising. Any dissatisfaction on user’s experience

(availability), technological glitches in mobile & website would(availability), technological glitches in mobile & website would(availability), technological glitches in mobile & website would

the customer’s trust.the customer’s trust.the customer’s trust.

Technological obsolescenceTechnological obsolescence

As the technological cycles are getting shorter and shorter, anyAs the technological cycles are getting shorter and shorter, anyAs the technological cycles are getting shorter and shorter, any

latest and next generation of technology might affect them quitelatest and next generation of technology might affect them quitelatest and next generation of technology might affect them quite

issue market cap of 37.9bn, Issue Detailsissue market cap of 37.9bn, Issue Details

Issue Opens 20-May-13issue market cap of 37.9bn,

valuation of 8.1x and 52.3xIssue Opens 20-May-13

valuation of 8.1x and 52.3xIssue Opens 20-May-13

Issue Closes 22-May-13valuation of 8.1x and 52.3x

is very steep (P/E of 60xIssue Closes 22-May-13

Equity Offerings 1.75is very steep (P/E of 60x

considering Google (US) trades atEquity Offerings 1.75

considering Google (US) trades atEquity Offerings 1.75

Lot Size 25 Eq Shconsidering Google (US) trades at

model and also has the riskLot Size 25 Eq Sh

model and also has the riskLot Size 25 Eq Sh

Face Value 10.00model and also has the risk

rating to Just dial IPO.Face Value 10.00

Price Band 470 / 543rating to Just dial IPO. Price Band 470 / 543rating to Just dial IPO. Price Band 470 / 543

IPO Grading CRISIL - 5/5IPO Grading CRISIL - 5/5

Issue break-up (Cr) (%) Lower B Upper Bequity shares listing on stock

Issue break-up (Cr) (%) Lower B Upper Bequity shares listing on stock

Issue break-up (Cr) (%) Lower B Upper B

QIB's portion 75% 617 713equity shares listing on stock

the selling shareholders.QIB's portion 75% 617 713

Non-institutional 15% 123 143the selling shareholders.

provide liquidity to existingNon-institutional 15% 123 143

provide liquidity to existingNon-institutional 15% 123 143

Retail Portion 10% 82 95provide liquidity to existing

the offer.Retail Portion 10% 82 95

the offer.Retail Portion 10% 82 95

Total Issue (Cr) 100% 822 950the offer. Total Issue (Cr) 100% 822 950

Reserves & discountsReserves & discountsReserves & discounts

Employees reserves NilEmployees reserves Nil

Retail discount NilRetail discount Nil

Issue Structureestablish a database and

Issue Structureestablish a database and

Issue Structure

Fresh issue Nilestablish a database and

with strong balance sheetsFresh issue Nil

Offer for sale Eq/ Sh 1.75 Crwith strong balance sheets Offer for sale Eq/ Sh 1.75 Crwith strong balance sheets

Nokia’s city lens app wouldOffer for sale Eq/ Sh 1.75 Cr

Lead Managers / RegisterNokia’s city lens app would Lead Managers / RegisterLead Managers / Register

1) Citigroup Global 3) Morgan Stanley India1) Citigroup Global 3) Morgan Stanley India

2) Markets India -2) Markets India -

the traffic, the more the

2) Markets India -

1) Karvy Computer Pltd -the traffic, the more the 1) Karvy Computer Pltd -the traffic, the more the

experience on data updatingexperience on data updatingShareholding Pattern (%) Pre Post

experience on data updating

would be difficult to win backShareholding Pattern (%) Pre Post

would be difficult to win backShareholding Pattern (%) Pre Post

Promoter 37.20% 33.10%would be difficult to win back

Promoter 37.20% 33.10%

Non Promoter 62.90% 66.90%Non Promoter 62.90% 66.90%Non Promoter 62.90% 66.90%

any failure to adapt to theany failure to adapt to the Analyst Detailsany failure to adapt to the

quite adversely.

Analyst Details

Pushkaraj Jamsandekarquite adversely. Pushkaraj Jamsandekarquite adversely. Pushkaraj Jamsandekar

Contact - +09869139507Contact - +09869139507

Email ID - [email protected] ID - [email protected]

Perception Research & AdvisoryPerception Research & AdvisoryPerception Research & Advisory

Page 2: Just dial Ltd

�Key Strengths�Key Strengths�Key Strengths

First mover advantage in local search & strong brand recallFirst mover advantage in local search & strong brand recall

First, JDL started local search services in 1996 under Just Dial brandFirst, JDL started local search services in 1996 under Just Dial brandFirst, JDL started local search services in 1996 under Just Dial brand

(Delhi and Mumbai) and launched its internet and mobile internet(Delhi and Mumbai) and launched its internet and mobile internet(Delhi and Mumbai) and launched its internet and mobile internet

being the first in this local search market, JDL enjoys first moverbeing the first in this local search market, JDL enjoys first moverbeing the first in this local search market, JDL enjoys first mover

mindshare among users largely due to high user satisfactionmindshare among users largely due to high user satisfactionmindshare among users largely due to high user satisfaction

concentrates on 11 large cities, in order to expand its network andconcentrates on 11 large cities, in order to expand its network andconcentrates on 11 large cities, in order to expand its network and

existing and new cities appointed resellers to collect data. JDL’sexisting and new cities appointed resellers to collect data. JDL’sexisting and new cities appointed resellers to collect data. JDL’s

million businesses listings in 9MFY13 (up from 4.5 million in FY10million businesses listings in 9MFY13 (up from 4.5 million in FY10

SMEs lifeline for advertising

million businesses listings in 9MFY13 (up from 4.5 million in FY10

SMEs lifeline for advertisingSMEs lifeline for advertising

JDL acts as a platform for SMEs to advertise with relatively lowJDL acts as a platform for SMEs to advertise with relatively lowJDL acts as a platform for SMEs to advertise with relatively low

compared to traditional Medias. With limited marketing budgets,compared to traditional Medias. With limited marketing budgets,compared to traditional Medias. With limited marketing budgets,

right target customers. SMEs can upgrade their listings fromright target customers. SMEs can upgrade their listings fromright target customers. SMEs can upgrade their listings from

memberships and finally to premium memberships basedmemberships and finally to premium memberships basedmemberships and finally to premium memberships based

traction. Currently, JDL has conversion ratio of 2% of total listingtraction. Currently, JDL has conversion ratio of 2% of total listingtraction. Currently, JDL has conversion ratio of 2% of total listing

To achieve higher conversion of paid advertisers, it is working onTo achieve higher conversion of paid advertisers, it is working onTo achieve higher conversion of paid advertisers, it is working on

portal to attract SMEs in a particular business.portal to attract SMEs in a particular business.

Multiple platformsMultiple platformsMultiple platforms

JDL provides services through several communication mediaJDL provides services through several communication mediaJDL provides services through several communication media

Internet, Voice and SMS. Multiple platforms offer to provide reviewsInternet, Voice and SMS. Multiple platforms offer to provide reviewsInternet, Voice and SMS. Multiple platforms offer to provide reviews

users on one platform to users across all other platforms (23users on one platform to users across all other platforms (23users on one platform to users across all other platforms (23

rating in FY13). These reviews help users for better selection ofrating in FY13). These reviews help users for better selection ofrating in FY13). These reviews help users for better selection of

brings social quotient into the picture.brings social quotient into the picture.brings social quotient into the picture.

brand in only two citiesbrand in only two citiesbrand in only two cities

internet services in 2007. Byinternet services in 2007. Byinternet services in 2007. By

mover advantage and strongmover advantage and strongmover advantage and strong

satisfaction. Currently, JDLsatisfaction. Currently, JDLsatisfaction. Currently, JDL

and database further inand database further inand database further in

JDL’s database has 9.1JDL’s database has 9.1JDL’s database has 9.1

10), mostly SMEs.10), mostly SMEs.10), mostly SMEs.

low cost (1130/month)low cost (1130/month)low cost (1130/month)

budgets, SMEs can attractbudgets, SMEs can attractbudgets, SMEs can attract

from free to non-premiumfrom free to non-premiumfrom free to non-premium

upon their customerupon their customerupon their customer

listing as paid advertisers.listing as paid advertisers.listing as paid advertisers.

on a dedicated categoryon a dedicated categoryon a dedicated category

media i.e., Internet, Mobilemedia i.e., Internet, Mobilemedia i.e., Internet, Mobile

reviews and ratings fromreviews and ratings fromreviews and ratings from

23 million reviews and23 million reviews and23 million reviews and

of product, services andof product, services andof product, services and

Page 3: Just dial Ltd

�Company Background�Company Background�Company Background

Just dial, is a prominent “local” search engine company in India,Just dial, is a prominent “local” search engine company in India,

as A&M communications by Mr. V.S.S Mani. Just dial providesas A&M communications by Mr. V.S.S Mani. Just dial providesas A&M communications by Mr. V.S.S Mani. Just dial provides

information & user reviews of local businesses, products &information & user reviews of local businesses, products &information & user reviews of local businesses, products &

through multiple platforms such as Internet, Mobile internet (App),through multiple platforms such as Internet, Mobile internet (App),through multiple platforms such as Internet, Mobile internet (App),

and text (SMS). The search service is provided free to users,and text (SMS). The search service is provided free to users,and text (SMS). The search service is provided free to users,

revenue from paid advertisers who subscribe to fee-based campaignrevenue from paid advertisers who subscribe to fee-based campaignrevenue from paid advertisers who subscribe to fee-based campaign

their business (predominately, SMEs) on priority basis on searchtheir business (predominately, SMEs) on priority basis on searchtheir business (predominately, SMEs) on priority basis on search

successfully transformed itself from mere voice based local searchsuccessfully transformed itself from mere voice based local search

other emerging & under penetrated platforms like internet

successfully transformed itself from mere voice based local search

other emerging & under penetrated platforms like internetother emerging & under penetrated platforms like internet

Currently, JDL’s internet platform generates 50% of the searchCurrently, JDL’s internet platform generates 50% of the searchCurrently, JDL’s internet platform generates 50% of the search

traditional voice (39% in 9M13 vs 64% in FY09) and mobile internettraditional voice (39% in 9M13 vs 64% in FY09) and mobile internettraditional voice (39% in 9M13 vs 64% in FY09) and mobile internet

2% in FY09). Increasing smart phone penetration (7% of total mobile2% in FY09). Increasing smart phone penetration (7% of total mobile2% in FY09). Increasing smart phone penetration (7% of total mobile

in CY12, grew by 36% over CY11) & under penetrated internetin CY12, grew by 36% over CY11) & under penetrated internetin CY12, grew by 36% over CY11) & under penetrated internet

27.5% & World average 34.3%) provide enormous opportunity27.5% & World average 34.3%) provide enormous opportunity27.5% & World average 34.3%) provide enormous opportunity

mindshare with users.mindshare with users.mindshare with users.

Business Model�Business Model�Business Model

Having being a free service provider to users, JDL generatesHaving being a free service provider to users, JDL generatesHaving being a free service provider to users, JDL generates

advertisers (mostly SMEs) who subscribe to fee based campaignadvertisers (mostly SMEs) who subscribe to fee based campaignadvertisers (mostly SMEs) who subscribe to fee based campaign

memberships in order to list their businesses on priority rankingmemberships in order to list their businesses on priority rankingmemberships in order to list their businesses on priority ranking

results. The company offers annual and long-term renewableresults. The company offers annual and long-term renewableresults. The company offers annual and long-term renewable

advertisers. The payments are made in advance by SMEs on a monthlyadvertisers. The payments are made in advance by SMEs on a monthlyadvertisers. The payments are made in advance by SMEs on a monthly

(1130/month), which reduces the credit risk profile for JDL. Currently,(1130/month), which reduces the credit risk profile for JDL. Currently,

of the total listings into paid category (in that, 22% belongs to

(1130/month), which reduces the credit risk profile for JDL. Currently,

of the total listings into paid category (in that, 22% belongs toof the total listings into paid category (in that, 22% belongs to

and rest belongs to non-premium ad package) and rest are freeand rest belongs to non-premium ad package) and rest are freeand rest belongs to non-premium ad package) and rest are free

FY09, paid advertisers base has grown exponentially from 40.5kFY09, paid advertisers base has grown exponentially from 40.5kFY09, paid advertisers base has grown exponentially from 40.5k

Further, the total business listings (free + paid) database has increasedFurther, the total business listings (free + paid) database has increasedFurther, the total business listings (free + paid) database has increased

in 9MFY13 from 7.2 million in FY12.in 9MFY13 from 7.2 million in FY12.in 9MFY13 from 7.2 million in FY12.

India, incorporated in 1993India, incorporated in 1993

provides search service withprovides search service withprovides search service with

& services across India& services across India& services across India

(App), Telephone (Voice)(App), Telephone (Voice)(App), Telephone (Voice)

users, whereas it generatesusers, whereas it generatesusers, whereas it generates

campaign packages to listcampaign packages to listcampaign packages to list

search results. JDL hassearch results. JDL hassearch results. JDL has

search service providers tosearch service providers to

internet & mobile internet.

search service providers to

internet & mobile internet.internet & mobile internet.

search requests, followed bysearch requests, followed bysearch requests, followed by

internet (10% in 9M13 vsinternet (10% in 9M13 vsinternet (10% in 9M13 vs

mobile phone shipmentsmobile phone shipmentsmobile phone shipments

internet market (11.4% vs Asiainternet market (11.4% vs Asiainternet market (11.4% vs Asia

opportunity for JDL with strongopportunity for JDL with strongopportunity for JDL with strong

generates revenues from paidgenerates revenues from paidgenerates revenues from paid

campaign packages orcampaign packages orcampaign packages or

ranking on users’ searchranking on users’ searchranking on users’ search

renewable memberships to paidrenewable memberships to paidrenewable memberships to paid

monthly or annual basismonthly or annual basismonthly or annual basis

Currently, JDL converts 2%Currently, JDL converts 2%

to premium ad package

Currently, JDL converts 2%

to premium ad packageto premium ad package

free business listings. Sincefree business listings. Sincefree business listings. Since

k to 195.1k in 9MFY13.k to 195.1k in 9MFY13.k to 195.1k in 9MFY13.

increased to 9.1 millionincreased to 9.1 millionincreased to 9.1 million

Page 4: Just dial Ltd

Exhibit 1 : Search Mix - 9MFY13 Exhibit 2 : Business Listings categoriesExhibit 1 : Search Mix - 9MFY13 Exhibit 2 : Business Listings categoriesExhibit 1 : Search Mix - 9MFY13 Exhibit 2 : Business Listings categories

0%0%0%

NternetNternet

39% Mobile50%

39% Mobile

Premium Ad package (21.7%)

50%Voice

Premium Ad package (21.7%)Voice

Premium Ad package (21.7%)SMS

11%

SMS

11%

Platinum

11%

PlatinumPlatinum

Source: Perception Research Source: Perception ResearchSource: Perception Research Source: Perception ResearchSource: Perception Research Source: Perception Research

Having started its search services through only phone (voice callHaving started its search services through only phone (voice callHaving started its search services through only phone (voice call

Delhi), JDL has expanded into emerging verticals internet, mobileDelhi), JDL has expanded into emerging verticals internet, mobile

increased their presence across the nation. Currently, JDL is witnessingincreased their presence across the nation. Currently, JDL is witnessingincreased their presence across the nation. Currently, JDL is witnessing

from new verticalsfrom new verticalsfrom new verticals

InternetInternetInternet

attracts 50% of the traffic (up from 34% in FY09, CAGR of 48%)attracts 50% of the traffic (up from 34% in FY09, CAGR of 48%)attracts 50% of the traffic (up from 34% in FY09, CAGR of 48%)

Mobile NetMobile NetMobile Net

Witnessed rapid CAGR of 94%, constitutes 11% of total trafficWitnessed rapid CAGR of 94%, constitutes 11% of total traffic

Traditional voiceTraditional voiceTraditional voice

grew at relatively lesser pace at CAGR of 19% to ~39% (down fromgrew at relatively lesser pace at CAGR of 19% to ~39% (down fromgrew at relatively lesser pace at CAGR of 19% to ~39% (down from

JDL is the most preferred brand in the local search engine space,JDL is the most preferred brand in the local search engine space,JDL is the most preferred brand in the local search engine space,

satisfaction experience along with a first mover advantage, whichsatisfaction experience along with a first mover advantage, whichsatisfaction experience along with a first mover advantage, which

strong brand recall and mindshare among users.strong brand recall and mindshare among users.strong brand recall and mindshare among users.

Exhibit 2 : Business Listings categoriesExhibit 2 : Business Listings categoriesExhibit 2 : Business Listings categories

Business ListingsBusiness Listings

Paid listings (2.1%) Free listings (97.9%)Paid listings (2.1%) Free listings (97.9%)Paid listings (2.1%) Free listings (97.9%)

Premium Ad package (21.7%) Non-premium Ad package 78.3%Premium Ad package (21.7%) Non-premium Ad package 78.3%Premium Ad package (21.7%) Non-premium Ad package 78.3%

Platinum Diamond GoldPlatinum Diamond GoldPlatinum Diamond Gold

Source: Perception ResearchSource: Perception ResearchSource: Perception Research

call local search in Mumbai &call local search in Mumbai &call local search in Mumbai &

mobile net and SMS in 2007 andmobile net and SMS in 2007 and

witnessing bulk of the trafficwitnessing bulk of the trafficwitnessing bulk of the traffic

traffic (up from 2.4% in FY09)traffic (up from 2.4% in FY09)

from 63.5% in FY09).from 63.5% in FY09).from 63.5% in FY09).

space, primarily due to high userspace, primarily due to high userspace, primarily due to high user

which has enabled it to occupywhich has enabled it to occupywhich has enabled it to occupy

Page 5: Just dial Ltd

Financials (Rs In Cr)Financials (Rs In Cr)Financials (Rs In Cr)

Profit &Loss a/c FY09 FY10 FY11 FY12 9MFY13Profit &Loss a/c FY09 FY10 FY11 FY12 9MFY13Profit &Loss a/c FY09 FY10 FY11 FY12 9MFY13

INCOME: INCOME:

Sale of search services 735 1161 1796 2594 2644Sale of search services 735 1161 1796 2594 2644Sale of search services 735 1161 1796 2594 2644

Yellow pages services 124 148 0 0 0Yellow pages services 124 148 0 0 0Yellow pages services 124 148 0 0 0

Revenue from operations 859 1309 1796 2594 2644Revenue from operations 859 1309 1796 2594 2644

Other Op. Income 0 0 43 27 1Other Op. Income 0 0 43 27 1Other Op. Income 0 0 43 27 1

Total Income 859 1309 1839 2621 2645Total Income 859 1309 1839 2621 2645Total Income 859 1309 1839 2621 2645

EXPENDITURE: EXPENDITURE:

Employee cost 523 669 947 1308 1290Employee cost 523 669 947 1308 1290Employee cost 523 669 947 1308 1290

Other Exps 261 343 438 639 619Other Exps 261 343 438 639 619

Total Expenditure 783 1012 1385 1948 1910Total Expenditure 783 1012 1385 1948 1910Total Expenditure 783 1012 1385 1948 1910

EBITDA 76 297 454 673 735EBITDA 76 297 454 673 735EBITDA 76 297 454 673 735

Depreciation 41 53 68 90 102Depreciation 41 53 68 90 102

Finance Cost 0 0 0 0 0Finance Cost 0 0 0 0 0Finance Cost 0 0 0 0 0

Other Income 59 39 37 150 71Other Income 59 39 37 150 71Other Income 59 39 37 150 71

PBT 94 283 423 732 704PBT 94 283 423 732 704

Tax 24 99 135 209 218Tax 24 99 135 209 218Tax 24 99 135 209 218

PAT 69 184 288 523 486PAT 69 184 288 523 486

Source: Perception ResearchSource: Perception ResearchSource: Perception Research

Balance Sheet FY09 FY10 FY11 FY12 9MFY13Balance Sheet FY09 FY10 FY11 FY12 9MFY13Balance Sheet FY09 FY10 FY11 FY12 9MFY13

Current Assets 647 936 1463 1905 4913Current Assets 647 936 1463 1905 4913

Non-Current Assets 308 299 432 573 821Non-Current Assets 308 299 432 573 821Non-Current Assets 308 299 432 573 821

Total Assets (a) 955 1235 1894 2478 5734Total Assets (a) 955 1235 1894 2478 5734Total Assets (a) 955 1235 1894 2478 5734

Current liabilities 486 578 945 1382 1644Current liabilities 486 578 945 1382 1644

Non-current Liabilities 30 19 17 23 40Non-current Liabilities 30 19 17 23 40Non-current Liabilities 30 19 17 23 40

Total Liabilities (b) 516 598 962 1405 1685Total Liabilities (b) 516 598 962 1405 1685Total Liabilities (b) 516 598 962 1405 1685

Share issue expenses (c) 39Share issue expenses (c) 39

Net worth 439 637 932 1034 4049Net worth 439 637 932 1034 4049Net worth 439 637 932 1034 4049

Share Capital - Equity 9 9 519 519 694Share Capital - Equity 9 9 519 519 694

Preference SC 3 3 2 12 0Preference SC 3 3 2 12 0Preference SC 3 3 2 12 0

Reserves & Surplus 428 626 411 542 3354Reserves & Surplus 428 626 411 542 3354Reserves & Surplus 428 626 411 542 3354

Share issue expenses 0 0 0 39 0Share issue expenses 0 0 0 39 0

Net worth 439 637 932 1034 4049Net worth 439 637 932 1034 4049Net worth 439 637 932 1034 4049

Cash Flow FY09 FY10 FY11 FY12 9MFY13Cash Flow FY09 FY10 FY11 FY12 9MFY13Cash Flow FY09 FY10 FY11 FY12 9MFY13

Restated PBT 94 283 423 732 689Restated PBT 94 283 423 732 689

CF from operating activities 61 350 605 902 685CF from operating activities 61 350 605 902 685CF from operating activities 61 350 605 902 685

CF from Inv activities -98 -298 -528 -1144 -3185CF from Inv activities -98 -298 -528 -1144 -3185

CF from fin activities -4 6 -1 291 2521CF from fin activities -4 6 -1 291 2521CF from fin activities -4 6 -1 291 2521

Net + / - cash equivalent -41 58 76 49 21Net + / - cash equivalent -41 58 76 49 21

Opening cash balance 94 53 111 180 215Opening cash balance 94 53 111 180 215Opening cash balance 94 53 111 180 215

Cash merged sub -7 -15Cash merged sub -7 -15Cash merged sub -7 -15

Closing cash balance 53 111 180 215 235Closing cash balance 53 111 180 215 235

Page 6: Just dial Ltd

Investment Criteria & DisclaimerInvestment Criteria & DisclaimerInvestment Criteria & Disclaimer

Rating Low Risk Rating Low Risk Rating Low Risk

Buy Over 15 %Buy Over 15 %

Accumulate 10 % to 15 %Accumulate 10 % to 15 %

Hold 0% to 10 %Hold 0% to 10 %Hold 0% to 10 %

Sell Negative Returns Negative ReturnsSell Negative Returns Negative Returns

Risk Description Predictability of Earnings / Dividends / Price VolatilityRisk Description Predictability of Earnings / Dividends / Price VolatilityRisk Description Predictability of Earnings / Dividends / Price Volatility

Low RiskLow Risk

Medium RiskMedium RiskMedium Risk

High RiskHigh Risk

Analyst DetailsAnalyst DetailsAnalyst Details

Pushkaraj JamsandekarPushkaraj Jamsandekar

MMS - FinanceMMS - FinanceMMS - Finance

Contact - +09869139507Contact - +09869139507Contact - +09869139507

Email ID - [email protected] ID - [email protected]

Perception Research & AdvisoryPerception Research & AdvisoryPerception Research & Advisory

Disclaimer Disclaimer Disclaimer

This document is for private circulation and information purposes onlyThis document is for private circulation and information purposes onlyThis document is for private circulation and information purposes only

taxation or legal advice. Investors should seek financial advice regarding thetaxation or legal advice. Investors should seek financial advice regarding the

investment strategies discussed or recommended in this publication andinvestment strategies discussed or recommended in this publication andinvestment strategies discussed or recommended in this publication and

future prospects may not be realized. In no circumstances it be used or consideredfuture prospects may not be realized. In no circumstances it be used or considered

offer to buy or sell the securities mentioned in it. We and our affiliates, officers,offer to buy or sell the securities mentioned in it. We and our affiliates, officers,offer to buy or sell the securities mentioned in it. We and our affiliates, officers,

involved in the preparation or issuance of this material may: (a) from time toinvolved in the preparation or issuance of this material may: (a) from time to

sell the securities thereof, of company(ies) mentioned herein or (b) besell the securities thereof, of company(ies) mentioned herein or (b) besell the securities thereof, of company(ies) mentioned herein or (b) be

securities and earn brokerage or other compensation or act as a marketsecurities and earn brokerage or other compensation or act as a marketsecurities and earn brokerage or other compensation or act as a market

company(ies) dis-cussed herein or act as an advisor or lender or borrower tocompany(ies) dis-cussed herein or act as an advisor or lender or borrower to

interest with respect to any recommendation and re-lated informationinterest with respect to any recommendation and re-lated informationinterest with respect to any recommendation and re-lated information

publication may have been taken from trade and statistical services and otherpublication may have been taken from trade and statistical services and other

does not guarantee that such information is accurate or complete and it shoulddoes not guarantee that such information is accurate or complete and it shoulddoes not guarantee that such information is accurate or complete and it should

pressed reflects judgments at this date and are subject to change withoutpressed reflects judgments at this date and are subject to change without

investment can be substantial. You should carefully consider whether tradinginvestment can be substantial. You should carefully consider whether tradinginvestment can be substantial. You should carefully consider whether trading

your experience, objectives, financial resources and other relevant circumstancesyour experience, objectives, financial resources and other relevant circumstances

Source: Perception ResearchSource: Perception Research

Medium Risk High RiskMedium Risk High RiskMedium Risk High Risk

Over 20% Over 25%Over 20% Over 25%

15% to 20% 20% to 25%15% to 20% 20% to 25%

0% to 15% 0% to 20%0% to 15% 0% to 20%0% to 15% 0% to 20%

Negative Returns Negative ReturnsNegative Returns Negative Returns

Predictability of Earnings / Dividends / Price VolatilityPredictability of Earnings / Dividends / Price VolatilityPredictability of Earnings / Dividends / Price Volatility

High predictability / Low volatilityHigh predictability / Low volatility

Moderate predictability / volatilityModerate predictability / volatilityModerate predictability / volatility

Low predictability / High volatilityLow predictability / High volatility

and should not be regarded as an investment,and should not be regarded as an investment,and should not be regarded as an investment,

the appropriateness of investing in any securities orthe appropriateness of investing in any securities or

and should under-stand that statements regardingand should under-stand that statements regardingand should under-stand that statements regarding

considered as an offer to sale or a solicitation of anyconsidered as an offer to sale or a solicitation of any

officers, directors and employees including personsofficers, directors and employees including personsofficers, directors and employees including persons

to time, have long or short positions in, and buy orto time, have long or short positions in, and buy or

engaged in any other transaction involving suchengaged in any other transaction involving suchengaged in any other transaction involving such

market maker in the financial instruments of themarket maker in the financial instruments of themarket maker in the financial instruments of the

to such company or have other potential conflict ofto such company or have other potential conflict of

and opinions. The information contained in thisand opinions. The information contained in thisand opinions. The information contained in this

other sources, which we believe are reliable. Weother sources, which we believe are reliable. We

should not be relied upon as such. Any opinion ex-should not be relied upon as such. Any opinion ex-should not be relied upon as such. Any opinion ex-

without notice. Caution: Risk of loss in trading &without notice. Caution: Risk of loss in trading &

trading & investment is appropriate for you in light oftrading & investment is appropriate for you in light oftrading & investment is appropriate for you in light of

circumstances.circumstances.