Norway Online

Norway Online
Hans Petter Terning
Agenda Norway Online
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New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Online Positioning
Search
Portal
Clear
positions
Directory
B2B
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Eniro search brands uniquely
positioned in the Norwegian market
„ Eniros strong position not challenged by aggressive competition
Traffic Data (Unique Visitors, in thousands), TNS Metrix, week 46
1 200
1 113
868
800
318
400
191
191
163
0
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*) Nettkatalogen figures for week 42
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Ne
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2006 – a good year for Eniro
Norway Online
71% increase in use last 12 months*
Successful launch of:
9 New design of service (May 2006) a user success, positive feedback from
users and customers
9 Arial photos
9 Enhanced maps
9 Video on info pages
9 Implemented sponsored links (web search)
9 Launched GuleSider Classifieds
9 Speeded up release tempo!
9 Major cleanup of database, to enhance relevance and optimal user experience
9 Increase in product development staff – to speed up development of core products
9 Entered into several important distribution agreements (Edda Media, Startsiden, Online
(Telenor), Aller
9 VoIP launched
*TNS Metrix, Business/heading usage, y-o-y q3/05 vs. q3/06
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2006 – a good year for Eniro
Norway Online
Decrease in use halted, we are now
again seeing growth in usage
Successful launch of:
9 Service redesigned and re-launched in October – a user success
9 Marketing campaign – two commercials on TV, one of them scoring very high on
response and re-collection
9 “Top-of mind” ranking growing!
9 Sponsored links
9 Entered into several important distribution agreements: Edda Media, Startsiden,
Online (Telenor), Aller
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Staying No 1:
Gule Sider® Plans 2007
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Re-design of “look and feel”, all parts of gulesider.no
More aerial photos, satellite photos
Weather service
Enhance and develop maps, new features on map service
More media-rich content on customers info.pages (video, interactive maps e.g)
Launch several verticals e.g. GuleSider Restaurants
Speed up release tempo
Major cleanup of database, to enhance relevance and optimal user experience
New “my page”
Develop partnerships with media partners
*(y-o-y q3/05 vs. q3/06)
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Gule Sider® Restaurant Guide
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Telefonkatalogen™ Ring
65% of online users that search for phone
numbers want to call immediately
„ ”Search, click and call”
„ VoIP
ƒ cheaper phone calls
ƒ free PC-to-PC calls
„ Softphone (for PC)
„ Integrated with telefonkatalogen.no
and ”My Page”
„ Personal phone number (85-series)
„ Personal online account - prepaid
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Staying No 1:
Kvasir Plans 2007
9 Secure and develop web-search position by development and focus on web search
functionality
9 Launch a set of special Kvasir sub directories – developed for specific user groups, e.g.
Kvasir Junior for kids
9 Develop Kvasir editorial directory structure, secure position as the leading linkguide/link
web directory in the Norwegian market
9 Develop marketing campaign – and develop/use establish marketing concept
9 Raise “Top-of mind”
9 Develop sponsored links
9 Develop the distribution partnerships with Edda Media (former Orkla Media), one of the
biggest media groups in Norway
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Agenda Norway Online
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New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Sales - Online
„ Competition among the different Eniro brands (e.g. Kvasir vs. Gule
Sider) require that we have a strong and transparent sales
management, and loyal and motivated sales staff
„ Different sales group for Gule Sider Internet, Kvasir and SOL
„ Gule Sider Internet and Kvasir compete head-to-head in the market
place
„ SOL offer media sales, attracting different customer groups, e.g. brand
advertising
„ Our aim is to develop
ƒ Common tools for the sales groups
ƒ Common Concept (Best Practice) for selling
ƒ Streamlined planning process
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Agenda Norway Online
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6
New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Delivering Customers
Case:
Ekebergrestauranten, June 2006
„ Weekly Online statistics
ƒ 1 000 clicks to home page
„ Click-to-Call, # emails, # business
card downloads, # true calls, etc.
ƒ 600 direct calls
ƒ 300 calls through online yellow pages
service
„ Show total usage in multiple
channels
ƒ 200 emails
„ Provide Cross Channel products
to optimize offering
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ƒ And 200 000 ads shown
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Statistics – an example
„ Online access
„ Reminder every 3 months
„ Run reports
„ Historical data
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Kvasir – Information to Customer
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Agenda Norway Online
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New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Pricing
„ Quarterly Price Reviews
„ Strategies to increase “Step Up”
„ Campaign Products and Packages
„ Special Campaigns
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Agenda Norway Online
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New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Gule Sider® – Product
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Gule Sider® – “Its the package ”
15 000 Euro
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Gule Sider® – 2006
Espotting
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Kvasir:
Search for “London” I
Listings
More listings
Editorial directory
Web Search
Results
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Kvasir:
Search for “London” II
Sponsored links
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Agenda Norway Online
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New Product Areas – 2006 Successes
Sales Strategy
ROI
Pricing Models
Products
Demos
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Case Study:
Ekebergrestauranten
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Customer ROI
Ekebergrestauranten
Phone Call Tracking
Findexa Responsmåling
700
600
500
400
300
200
100
0
608
450
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„ We deliver
customers
Online Statistics
„ Weekly online
statistics
„ Across the board
results
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New Kvasir (launched October 16th)
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Company Search
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News Search
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Other services
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Result page
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