Presentation on theme: "Asian Local Search and Media Association"— Presentation transcript:
1Asian Local Search and Media Association ALSMAAsian Local Search and Media Association
2A quick overlook The largest continent 60% of the world’s population lives in AsiaThe only two countries with a population that exceeds 1 billionTwo of the top 3 economies in the worldThe largest Muslim country in the world
3What 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.
4The YP business in AsiaRelatively young industry when compared with western countriesTraditionally low penetrationsMostly small to medium size companiesStill very dependent on printDigital catching up quite fast
5Patterns now emerging Transitioning from print to digital Managing the print decline is the major challengeIncreased focus on services vs. productsEmbarking on agency and re-sellers programsSales transformation/re-training is crucialRelying only on their own local market for future growth
6From Print to Digital Australia Brunei China Hong Kong Japan Taiwan MacauSingaporeVietnamHong KongTaiwanUAEMyanmarMore than 50%I have chosen not to name the companies as it would be difficult for you to identify the country they are based on.Also, please take into account the huge differences between the countries and territories when analyzing this slide. Myanmar is understandably in that position because access to the internet is severely curtailed for example.Additionally, the transition form print to digital in some of the companies on that middle tier was slowed down due to a lot of factors that range from the ownership of the company to the size of the addressable market.11% to 50%Less than 10%Percentage of Revenue derived from Digitalproducts and services
7From 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 revenuesMacau: “Your local media company”Singapore: “Solution Company”Vietnam: “leader in advertising on local search and media”It’s clear that most of them already define themselves not as a Yellow Pages company but as a digital company. Some of them have also completely abandoned any reference to the YP brand on their company names.
8Managing print decline In the low double digits for the regionBut mentioned as crucial by almost all companiesIncreased operational efficiency in order to reduce costsTaiwan: trying to improve print effectiveness through targeted distribution; community directoriesJapan: re-assessing all the print products, downscaling a possibility
9Focus on ServicesMost offered services: websites, SEO, Mobile Optimized Landing Pages, videos, SEM, listing submissionTo be launched: e-commerce, mobile paymentsProducts offered: IYP, mobile appsHK: YP MallUAE: “niche verticals, that need great content and partnerships”Philippines: USSD enhanced by location-based systemMost of the companies are already offering digital products such as YP mobile apps or other verticals. These can be by business area – such as restaurants or tourism – or based on a very specific community.
10Re-sellers programsVast majority already re-selling Google, Facebook, Yahoo, Baidu, TomTom, Nokia and even YandexHK and Taiwan: IPTV (parent company business)Taiwan and Singapore: outdoorsSingapore: partnership with Microsoft to offer SMB cloud solutionsChina: value-added services from China Telecom
11Re-training the Sales Force Higher turn-out compared with the pastUsing external trainers to re-train the sales forceSelling based on ROI and using bundlesJapan: “sales transformation is the key factor”India: “move towards performance/delivery based products and solutions”Still, from all the surveys completed this is one of the most recurring problems that YP companies face in Asia and one that is proving the most difficult to tackle.
12Local market for growth Companies are mostly focused on growing their internal markets by selling to new segmentsRegional expansion seldom a major future driverWhen addressing the Asian market, companies tend to prefer partnershipsTaiwan: “regional travel and entertainment mobile app”
13What’s nextUse the power of the brand and the existing relationship to keep their customers while transitioning from print to digitalGrowth based on digital products and services albeit with a lower marginNeed to lower structural costs so to achieve profitabilityUAE: “We will no longer be in the products/services business but in the customer relationship business”In Asia, established relationships are key for your business growth. Clients will buy and keep on buying from you if they trust you and your company.We will have to find solutions to enhance the visibility of our customers and and provide measurable ROI. Only by doing so will we we succeed in then coming years.