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ALSMA Asian Local Search and Media Association

ALSMA Asian Local Search and Media Association . A quick overlook. The largest continent 60% of the world’s population lives in Asia The only two countries with a population that exceeds 1 billion Two of the top 3 economies in the world The largest M uslim country in the world.

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ALSMA Asian Local Search and Media Association

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  1. ALSMA Asian Local Search and Media Association

  2. A quick overlook • The largest continent • 60% of the world’s population lives in Asia • The only two countries with a population that exceeds 1 billion • Two of the top 3 economies in the world • The largest Muslim country in the world

  3. What is ALSMA? • The Asian Local Search and Media Association was formerly known as ADPAI – Asian Directories Publishers Association. • We represent several directories companies as well as regional companies that are engaged in the local search and local media areas. • We count among our members companies such as Sensis (Australia), GETIT (India), Global Yellow Pages (Singapore), PCCW YP (Hong Kong), Shanghai YP (China) and NTT (Japan) as well as MMRD (Myanmar), Tele Directories (Brunei) and Directel Macau.

  4. The YP business in Asia • Relatively young industry when compared with western countries • Traditionally low penetrations • Mostly small to medium size companies • Still very dependent on print • Digital catching up quite fast

  5. Patterns now emerging • Transitioning from print to digital • Managing the print decline is the major challenge • Increased focus on services vs. products • Embarking on agency and re-sellers programs • Sales transformation/re-training is crucial • Relying only on their own local market for future growth

  6. From Print to Digital Australia Brunei China Japan Macau Singapore Vietnam Hong Kong Taiwan UAE Myanmar More than 50% 11% to 50% Less than 10% Percentage of Revenue derived from Digital products and services

  7. From Print to Digital • Australia: “digital agency” • UAE: “Integrated Media Solutions Partner” • HK: “multi-media advertising company serving the SME market”, “print products contribute less than 20% of total revenues • Macau: “Your local media company” • Singapore: “Solution Company” • Vietnam: “leader in advertising on local search and media”

  8. Managing print decline • In the low double digits for the region • But mentioned as crucial by almost all companies • Increased operational efficiency in order to reduce costs • Taiwan: trying to improve print effectiveness through targeted distribution; community directories • Japan: re-assessing all the print products, downscaling a possibility

  9. Focus on Services • Most offered services: websites, SEO, Mobile Optimized Landing Pages, videos, SEM, listing submission • To be launched: e-commerce, mobile payments • Products offered: IYP, mobile apps • HK: YP Mall • UAE: “niche verticals, that need great content and partnerships” • Philippines: USSD enhanced by location-based system

  10. Re-sellers programs • Vast majority already re-selling Google, Facebook, Yahoo, Baidu, TomTom, Nokia and even Yandex • HK and Taiwan: IPTV (parent company business) • Taiwan and Singapore: outdoors • Singapore: partnership with Microsoft to offer SMB cloud solutions • China: value-added services from China Telecom

  11. Re-training the Sales Force • Higher turn-out compared with the past • Using external trainers to re-train the sales force • Selling based on ROI and using bundles • Japan: “sales transformation is the key factor” • India: “move towards performance/delivery based products and solutions”

  12. Local market for growth • Companies are mostly focused on growing their internal markets by selling to new segments • Regional expansion seldom a major future driver • When addressing the Asian market, companies tend to prefer partnerships • Taiwan: “regional travel and entertainment mobile app”

  13. What’s next • Use the power of the brand and the existing relationship to keep their customers while transitioning from print to digital • Growth based on digital products and services albeit with a lower margin • Need to lower structural costs so to achieve profitability • UAE: “We will no longer be in the products/services business but in the customer relationship business”

  14. Thank you Oscar Sousa Marques oscar@yp.mo

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