ALSMA

Asian Local Search and Media Association

A quick overlook

o The largest continento 60% of the world’s population lives in Asiao The only two countries with a population that exceeds

1 billiono Two of the top 3 economies in the worldo The largest Muslim country in the world

What is ALSMA?o The Asian Local Search and

Media Association was formerly known as ADPAI – Asian Directories Publishers Association.

o We represent several directories companies as well as regional companies that are engaged in the local search and local media areas.

o 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.

The YP business in Asia

o Relatively young industry when compared with western countries

o Traditionally low penetrationso Mostly small to medium size companieso Still very dependent on printo Digital catching up quite fast

Patterns now emerging

o Transitioning from print to digitalo Managing the print decline is the major challengeo Increased focus on services vs. productso Embarking on agency and re-sellers programso Sales transformation/re-training is crucialo Relying only on their own local market for future

growth

From Print to Digital

Hong KongTaiwanUAE

AustraliaBruneiChinaJapanMacauSingaporeVietnam

Myanmar

Less than 10%

11% to 50%

More than 50%

Percentage of Revenue derived from Digital products and services

From Print to Digital

o Australia: “digital agency”o UAE: “Integrated Media Solutions Partner”o HK: “multi-media advertising company serving the

SME market”, “print products contribute less than 20% of total revenues

o Macau: “Your local media company”o Singapore: “Solution Company”o Vietnam: “leader in advertising on local search and

media”

Managing print decline

o In the low double digits for the regiono But mentioned as crucial by almost all companieso Increased operational efficiency in order to reduce

costso Taiwan: trying to improve print effectiveness through

targeted distribution; community directorieso Japan: re-assessing all the print products, downscaling

a possibility

Focus on Services

o Most offered services: websites, SEO, Mobile Optimized Landing Pages, videos, SEM, listing submission

o To be launched: e-commerce, mobile paymentso Products offered: IYP, mobile appso HK: YP Mall o UAE: “niche verticals, that need great content and

partnerships”o Philippines: USSD enhanced by location-based system

Re-sellers programs

o Vast majority already re-selling Google, Facebook, Yahoo, Baidu, TomTom, Nokia and even Yandex

o HK and Taiwan: IPTV (parent company business)o Taiwan and Singapore: outdoorso Singapore: partnership with Microsoft to offer SMB

cloud solutionso China: value-added services from China Telecom

Re-training the Sales Force

o Higher turn-out compared with the pasto Using external trainers to re-train the sales forceo Selling based on ROI and using bundleso Japan: “sales transformation is the key factor”o India: “move towards performance/delivery based

products and solutions”

Local market for growth

o Companies are mostly focused on growing their internal markets by selling to new segments

o Regional expansion seldom a major future drivero When addressing the Asian market, companies tend

to prefer partnershipso Taiwan: “regional travel and entertainment mobile

app”

What’s next

o Use the power of the brand and the existing relationship to keep their customers while transitioning from print to digital

o Growth based on digital products and services albeit with a lower margin

o Need to lower structural costs so to achieve profitability

o UAE: “We will no longer be in the products/services business but in the customer relationship business”

Thank you

Oscar Sousa Marques

oscar@yp.mo