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Directories v. Search: What is the Best Strategy? Christer Pettersson Online Manager, Search.

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Presentation on theme: "Directories v. Search: What is the Best Strategy? Christer Pettersson Online Manager, Search."— Presentation transcript:

1 Directories v. Search: What is the Best Strategy? Christer Pettersson Online Manager, Search

2 September 28, 2005 Directories v. Search2 Questions… Partner with search engines? … or treat them as competitors? … or both strategies? Does unique market conditions change the approach?

3 September 28, 2005 Directories v. Search3 Eniro goes for partnership A growing search market makes place for co-existence Partnerships important to secure full distribution, and deliver the best possible user experience Partnerships will become less exclusive

4 September 28, 2005 Directories v. Search4 New common ground Traditionally – web search is search engine business & local search is YP/IYP business Search engines have identified a local potential Directory players are offering web search to users, although mainly as backfill Forms for partnerships and competition still to be set:  Access to [YP] content  Flow of traffic and flow of exposures of advertiser data  Local advertising

5 September 28, 2005 Directories v. Search5 Build on your own core strength Maintain and grow usage across all channels Compete, co-operate and co-exist with search engines Do not give up your own user position! Customers close, users closer Partner and compete! Eniro Core Value

6 September 28, 2005 Directories v. Search6 Results to date Juni 2003Augusti 2003Oktober 2003December 2003Februari 2004April 2004Juni 2004Augusti 2004Oktober 2004December 2004Februari 2005April 2005 Source: Red Sheriff / Site Census The first two years of Eniro’s integrated search service

7 I’m happy to continue the discussion


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