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Eniro Classifieds

Eniro Classifieds. Cecilia Geijer-Haeggström Senior Vice President Product & Market. Eniro’s Entry into Classifieds. Print YP Internet YP changes search behaviour New (for Eniro) competitors entered the market Classified players were interested in the “yellow business”

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Eniro Classifieds

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  1. Eniro Classifieds Cecilia Geijer-Haeggström Senior Vice President Product & Market

  2. Eniro’s Entry into Classifieds • Print YP Internet YP changes search behaviour • New (for Eniro) competitors entered the market • Classified players were interested in the “yellow business” • Eniro identified Classifieds as a market of importance for future growth and expansion of the yellow business due to the following reasons; • New revenue potential • Classifieds equals yellow business in many areas (e.g. Real Estate, Auto etc) • Respond to potential future threat • Bring Eniro closer to transaction, further on the value chain • High usage; approx 50% of surfing pop/month • Large advertising market, approx 4,0 Billion SEK (i.e. Swedish directory market 2,5 Billion SEK) Trad. Media Companies Search Engines Directory Companies Mobile ? Classifieds Date

  3. Eniro’s entry…continued • Eniro had two options: • Build from scratch • Acquisition of a major player • However, build from scratch was connected with risks and difficulties, mainly the challenge in creating the necessary critical mass of ads and the time to market • In April 2004 Eniro acquired Sweden's biggest Classified paper from Trader Classified Media • In May 2004 Eniro launched a Job site based upon crawling technology Jobbsök Date

  4. Major reason for Eniro’s acquisition of Gula Tidningen • The acquisition of Gula Tidningen, Sweden´s most popular classified paper, was a quick way to enter the classified market • The acquisition supported and was in line with Eniro’s strategy -“connecting buyers and sellers”. It gave Eniro the possibility to move further up on the value chain and closer to transaction • Eniro were primarily interested in the ad database, which was used as a base to build Eniro Buy&Sell. The constant flow of new ads (personal and SME) gave Eniro the potential of expanding and broaden the business online • The paper was of secondary interest • Early June 2004, six weeks after the acquisition, we launched a new product and a new tab on the Eniro site • We were # 2 of ads in the database immediately and after 6 months we were # 2 in traffic • In March 2005 we were no longer depending of the paper (as a source for ad placement) Date

  5. Eniro.se, classified integration Fixed Fixed Promo Date

  6. Eniro Buy&Sell Date

  7. Eniro Job Date

  8. Eniro Search Integration Date

  9. YP Integration, extended Infopage Date

  10. The Future… • Improved functions • New ad formats • Map searches • RFQ • Consumer up sell • Business up sell, integrated with IYP • Reviews and ratings • Conferences and debates • D/A integration • Continuous internal integration • Expansion of business module Date

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