H1: Sensis can outperform the Digital Local Search & Display advertising markets by focusing on segmented delivery of superior value propositions to all our customer groups: buyers, sellers, and partners

Birdview

H1: Sensis can outperform the
Digital Local Search & Display
advertising markets by focusing
on segmented delivery of superior
value propositions to all our
customer groups: buyers,
sellers, and partnersLocal Search digital is growing in usage and revenue. Local Search print is decliningManage print for cash & retain relationshipsSensis dominates a shrinking print channelPrint usage is in declinePrint revenue will follow international trends - once in decline, they stay in declinePrint will deliver strong cash flows and margins for at least a decade into the futurePrint loyalists remain a significant segmentPrint decline can be profitably managed Manage digital / network for growthLocal Search is an attractive businessSensis can develop compelling digital, multi-channel & network propositions for Users & AdvertisersUsage -> ROI -> Shareholder Value is fundamentally correct for Local SearchUsage is the single most important driver of ROIUsers demand more content, greater relevance, easier search experiences for products, services, locations, events, people, business names and typesSensis can generate value for its advertisers through 3rd party and off-network brands and propositionsOffsite distribution presents cheapest usage generation opportunitiesPropensity to Purchase value of off-network usage is less than on-network usageMobile presents strongest usage growth potentialReporting placeholderProduct, Price, Service and Brand are secondary drivers of ROIProductSimplification and harmonisation is required across productsFaster/cheaper/iterated product development cycles are requiredPricePrice-to-value is a superior model to rate carded PFIPerformance based pricing is the most efficient value-price model, Pay per Action Performance pricing is the value model best accepted by advertisers, and provides best differentiation from competitorsEffective usage tracking required to deliver value pricing modelsPay-for-content and pay-for-position price models are incompatible with ROA maximisation for users, and ubiquitous distribution via partnersPFI has advantage of simplicity, but structurally inhibits value provision across all customer groupsDifficult to generate rev share opportunities for partnersrequires category drill-down user experienceObscures ROI value proposition for advertisers and increases reliance on brand strengthServiceSellers need sound advice and expert help in managing their media spend across full spectrum of channels and brandsSelf service provides new product and value proposition options, for new and existing customers not just lower-cost delivery of existing products and propositionsBrandExisting brands must be stretched to accommodate new value propositionsBoundaries & relationships between existing brands must be recalibrated for DigitalKnown-name search is growing in YellowWhereIs & CitySearch Category Search overlaps with Yellow & White propositions Some brand consolidation and divestment is requiredNew brands are required to address specific customer segmentsOrg StructureSales ChannelsSensis needs a effective digital sales channelSales channel contention is manageable and acceptableOrg structure is sub-optimal...Sales & Product are too far apartProducer & product manager responsibilities are misalignedEnd-end single brand responsibilitySeller and Partner segmentation models are requiredOur Local Search advertiser customers are gravitating toward high end. Long tail of low end customers is relatively poorly servedThe market share of Top 5 Publishers for high-end digital display advertisers traditionally targeted by Media Smart is declining as long-tail grows through ad networks