Capital Market Day 2006 part 4

Transcription

Eniro Norway
Wenche Holen
Agenda Norway
1
2
3
4
5
6
7
8
Overview Eniro Norway
Market & Business
Positioning and Branding
Sales Strategy
Customer & Revenue structure
2007 Priorities
Offline – Birgitte Horve
Online – Hans Petter Terning
Capital Market Day 2006
135
Eniro in Norway
125 years of directory publishing
Strong brands
98% Gule Sider brand awareness
94% Kvasir brand awarenes
Outstanding Offline and Online market position
98% market share in print
64% revenue share in online directories/classifieds
81% reach of monthly internet users4
High usage
3 brands in TNS Metrix Internet top 10 list
Gule Sider brand usage 31% increase year-on-year
Strong and well trained sales force
115 directories, 8,5 million copies
4.3 million monthly internet users1
150 000 customers2 (net, all brands)
10.7% share of total advertsing market3
1) Unique visitors to Eniro sites, TNS Metrix, september 2006
2) 2005 Eniro estimate
3) Eniro Estimate 2005
4) Gule Sider, TNS Interbuss Q3 2006
136
Market
Advertising total2) 2005
Norwegian economy strong
Eniro Total
10,7 %
Good GDP growth in low inflation enviroment
Growth in new company formations
Bankrupties decreasing
Growth in # new established companies
Continuing growth in media advertising1
Total Norwegian market up 5.1% in
Traditional print media advertising (newspapers
& magazines) up 7.5% and 3.8% respectively1
Internet advertising up 45.6% year-on-year1
Internet the fourth largest media channel – an
estimated 8.6% Share of total in 20052
20061
Internet, ex Eniro
5,5 %
Newspapers
37,5 %
Direct Mail
16,7 %
Outdoor
2,8 %
Cinema
0,7 %
Radio
3,0 %
Magazines
7,0 %
TV
16,2 %
Internet Advertising Total2 2005
Eniro
36%
Rest
64%
1) YTD Q3 2006 IRM Media
2) Eniro Estimate
137
Norwegians are high Tech
Population:
Households
Population 12yrs+
Mobile Phones, Customers
4 606m
4 886m
10% have 2 or more subscriptions
Internet access
Percentage with access to different ICT,
by family type. 2nd quarter of 2006
1 961m
3 886m
84%
Per cent
100
80
(of population 12yrs+, august 2006)
60
Internet usage, monthly
76%
(of population 12yrs+, august 2006)
Broadband penetr.
(of all households, Q2 06)
40
57%
20
0
Mobile
phone
PC
All
households
Broadband
telephony
Families
with
children
Internet
Games
console
Families
without
children
Source: Statistics Norway, TNS Gallup, Norwegian Post and Telecommunications Authority
138
Kvasir No 1 Local Search Brand
Usage Search Engines, “Once per month or more frequent”
88
53
49
43
36
30
27
23
22
21
14
Ye
lo
Ex
ci
te
Se
ar
ch
Li
ve
Fa
st
s
in
do
w
En
iro
W
Se
ar
ch
A
lta
Vi
st
a
Se
sa
m
o
M
SN
Ya
ho
Sø
k
A
B
C
va
si
r
K
G
oo
g
le
8
TNS Gallup, Interbuss Q3 06, Base: All
139
Eniro dominant in Online
Directories
Frequency of Visits to Online Directories, TNS Gallup Interbuss Q3 2006 (web panel, 15yrs+)
Share of population that visit ”once per month or more often”
%
Telefonkatalogen
86
81
GuleSider
37
Kvasir
34
Opplysningen 1881
Sesam
13
10
Eniro
Internettkatalogen
9
Rosa Index
8
TV2 Katalogen
4
6
Gul.no
Bizweb
2
140
Gule Sider® Brand Usage Increases
Daily Users1 of Gule Sider® print and Gule Sider® Internet
Total Usage of Gule
Sider Brand
increases
300 000
(persons)
250 000
Daily Users of Gule
Sider Internet
increases by 71%
vs Q3 05
200 000
150 000
Print usage down
3% vs. Q3 2005 - in
general decline
100 000
50 000
+9%
+25%
+4%
Q3 '03
Q3 '04
Q3 '05
+31%
0
Q3 `02
GS Print
Q3 `06
GS Internet
1) Gross volume of average daily users by channel. Internet:TNS Metrix, Print: TNS Gallup Forbruker&Media
141
Positioning & Branding
Kvasir and Gule Sider are the selected
brands online short and medium term.
Deep Directory
information
Eniro has a stated strategy that only #1 or
#2 market positions are attractive
To fill these positions in the Norwegian
market the company will use the Gule
Sider brand for the Directory Search
offering and the Kvasir brand for the websearch offering maximizing our ability to
take the Local Search position.
Multiple
services
Niche
service
In the long term Eniro endorsement will be
applied if the company’s Gule Sider brand
is threatened legally
Shallow Directory
Information
142
Broad Print Portfolio
Ditt Distrikt® Din Bydel
Local B2C
Telefonkatalogen™
Regional B2C
Gule Sider®
Regional B2C
Proff™
(former BizKit)
National B2B
143
Dominant Online Position
Currently Eniro has 3 brands in the TNS Metrix Top 10
144
Sales strategy
Trondheim
22 %
Large customers
By Office
One sales reps – all channels
Stavanger
9%
Separate sales forces
Oslo
59 %
Bergen
10 %
Brand
Channel
By Channel
Regional sales offices
Telesales
42 %
Premise
58 %
Centralised telesales
Centralised Post handling
Kvasir
21 %
•• 59
59 %
% of
of Reps
Reps are
are located
located in
in Oslo
Oslo
•• 58
%
of
Reps
are
working
in
58 % of Reps are working in Premise
Premise Sales
Sales
•• 48%
48% of
of Reps
Reps are
are working
working with
with Online
Online
By Brand
TK/GS
46 %
Proff
12 %
DD/DBO
21 %
145
Customer & Revenue Structure 2006
by Brand and Channel
Rev.
Rev. Share
Share by
by Brand
Brand
## of
of cust.
cust. by
by Brand
Brand
Kvasir
11 %
Kvasir
8%
Proff
8%
Proff
3%
DD/DBO
17 %
DD/DBO
13 %
TK/GS
68 %
TK/GS
72 %
Rev.
Rev. Share
Share by
by Sales
Sales Channel
Channel
## of
of cust.
cust. by
by Sales
Sales Channel
Channel
100%
100%
80%
80%
Post
Tele
Premise
Key / VIP
60%
40%
20%
40%
20%
K
va
si
r
G
SI
Pr
of
f
Pr
in
t
/G
S
TK
K
va
si
r
G
SI
Pr
of
f
D
D
Pr
in
t
/G
S
D
D
0%
0%
TK
Post
Tele
Premise
Key / VIP
60%
146
2007 priorities
Stabilise Print
Grow Online revenues
Increase Total usage
Manage Cost & cash
Realize Synergies
147
Norway Offline
Birgitte Horve
Agenda Norway Offline
1
2
3
4
Product Portfolio
Sales Force Management
Value Selling
Product Development
149
Broad Print Portfolio
Ditt Distrikt® Din Bydel
Local B2C
Telefonkatalogen™
Regional B2C
Gule Sider®
Regional B2C
Proff™
(former BizKit)
National B2B
150
Print Usage Decreases but slowly
Daily Usage1 of Gule Sider® Print
Daily Usage of Gule
Sider has stabilized
around 3% mark
over the last year
(Share of Population)
Q3 2002 – Q3 2006
3,6
3,9
3,4
3,1
-5%
Q3 2002
Q3 2003
+12%
Q3 2004
-19%
Q3 2005
3
51.8% of the
population 12 years
or older has used
Gule Sider during
the last year2
-3%
Q3 2006
1)TNS Gallup Forbruker&Media 2) TNS Gallup Forbruker&Media Q3 2006
151
A Powerful Media
A study of the purpose of a look-up in Gule Sider shows
evidence of the strength in the directory category
Compare
Finds information to compare more
suppliers offerings (products, location
etc)
9%
83%
24%
Of
Of those
those who
who VISIT
VISIT
end
end up
up buying
buying
Visit
Finds information to visit
one or more companies
77%
67% Phone In
Of
Of those
those who
who PHONE
PHONE in
in
end
up
buying
end up buying
Finds information to
contact one or more
companies by phone
Source: TNS Gallup User Survey, March 2006, Web panel, N=339, Purpose for look-up in Gule Sider Print
152
Situation based
management
Implementation of Eniro Concept
model
Benefits
Common methodology used
throughout the company
Focus on managing people vs
managing numbers
Situation based management
Clear and predictable expectations to
sales management and reps
Tool box
High
Supportive Coaching
S3
S2
Delegating Inststructing
Low
S4
S1
Instructive behaviour
A comprehensive model for sales management
and competence development
Based on Findexa Best Practice and Eniro Sales
Concept
All sales departments – approx. 500 persons to
undergo training
Cascade implementation and training; top level
thru sales reps by Q2-07
Supportive behavior
High
High
Low
U4
U3 U2
U1
Employee competence/potential
Ease mobility within company
Enhanced competence level training adapted to individual level
Improved customer handling
Career roadmap
Reduced turnover
Increased sales and retention
153
Organisation
Centralised telesales
Centralisation of fragmented telesales operations to increase functional
excellence and reduce costs
Successful implementation, spring 2006
(Ditt Distrikt – Trondheim, Gule Sider – Oslo)
Split of sales force into separate organisations for Ditt Distrikt
and Gule Sider
Stronger focus on each brand
Successive implementation – finalised by year end 2007
Deeper field sales approach in prioritised areas and telesales
approach in remote areas.
Aim to increase revenues and reduce travel – thus positive impact on
turnover and cost
154
Sales Tools
New, improved channel specific client
presentations developed

Key Account
Field Sales
Telephone
New/enhanced “Fix Agent” application

Automated generation of customer spesific
presentation
–
–

secures utilisation of most relevant information in client
meeting
enhanced quality, and reduced preparation time before
client meetings
New search string accessing Eniro information pool
Tablet laptops to field sales
ª All initiatives aimed at increased
efficiency and effectiveness
155
Value Selling
Continued focus on call measurement and ROI

Tracking started in 1998 – 2100 ads measured. Approx 950 measurements currently running
Measurements made in top 200-headings Gule Sider and top 100 headings in Ditt Distrikt
Results used extensively in sales pitch
–
–
–

simple presentation of response measurement (count)
ROI calculation with customer statement
relevant measurements made readily available to salesreps thru new sales tool (Agent Fix)
Weakness of method – only proves effect of ad as measured by number of telephone calls – i.e.
other means of contact not shown. Link towards TNSGallup survey which show 24% of customers
visit the supplier based on the catalogue ad.
Utilize new TNSGallup survey proving GS effectiveness for our customers

Extremely strong conversion rate Ö usage to purchase
”Yellow Check”

Focus on quality of ads and potential for increased effect (presence vs. visibility)
4 surveys in place
Value message in customer communication

DM, postal sales, advertising, invoicing etc.
156
ROI Case
Example from Customer presentation
157
Response Tracking
158
Yellow Check
Presence is not enough
159
Product development
Price and Product Offering
Simplification of product offerings
Balance sufficient breadth of offering to meet customer needs
yet simplification for efficiency in sales and registration
Pricing and package initiatives
Smarter product offering – new lower cost ads, packages,
up selling and cross heading offers
Campaign initiatives – offering to prompt rapid decision
New discount policy
Partial upfront billing and flexible payment terms
160
Product development
Distribution
Continued full household distribution
New distribution initiatives aimed at targeting customers
in relevant user situations
Norlandia hotels, Norway – Ditt District in all hotel rooms
– Implementation 2006/2007
Real estate agents – Din Bydel in contract folders
– Trial initiative to distribute 10’ Din Bydel copies Q1/Q2 2007
Cabin distribution – Ditt Distrikt to vacation-home owners
– Approx. 60 distribution places at local grocery retail outlets in targeted areas.
Plan to double in 2007.
– Participate at relevant exhibition events in 2007
Gule Sider på Farten
– 5th edition published Nov-06. 80’ copies distributed through Statoil gas
stations and Europark
161
Product development
Gule Sider – Regional directories
Introduction of 4 theme guides
Restaurants*
Wedding*
Health and beauty care*
24 hour
main focus to increase relevancy and usage
offprint distribution will be considered
*Oslo, Trondheim, Bergen and Stavanger only
162
Product development
Ditt Distrikt – Local directories
Major improvements to increase user friendliness and enhance
content relevancy
New layout – simpler and more modern
Improved local content: Public information/local municipal services, activity
calendars and maps
Stronger focus on B2C only
Introduction of new catalogue: Ryfylke
Collaborative agreement with local member associations in
Den Norske Turistforening – “Bli lommekjent” concept
Prioritised areas linked to sales strategy
163
Product development
ProffTM – B2B directory
Proff™ focuses on business information
for the professional user, with expanded
contents such as financial information
Printed edition is published in a single
edition with a total circulation of 70,000
provides a business directory with information
on 220,000 businesses including number
of employees, year of establishment and
revenue last year
164
165