Speaking Sensis

Sensis and Google have signed a commercial agreement. Sounds like there might be some news in that? Going by the way a few outlets have covered the deal, you wouldn’t know it. They’ve gone for plenty of sizzle but missed a whole lot of substance. But why does that matter?

Because for a whole lot of Australian buyers and sellers (and no doubt consumers of media), the real story is that Sensis and Google have struck an agreement that provides them value.

A lot of people use Google Maps to look for a local business. This agreement means they will have Yellow™, Australia’s most comprehensive local business directory, at the click of a mouse to help find what they need. That’s value.

For the hundreds of thousands of business that advertise with Yellow™, their listings will be available to all the people using Google Maps, at no extra cost. That’s enormous value.

Contrary to some sensationalist reporting, if that’s not a smart customer-led business strategy on Sensis and Google’s behalf, then I don’t know what is.

But for the record, let’s add some facts:

Whereis® is Sensis’ leading digital mapping business in Australia

• Whereis.com attracts 2.4 million visitors per month, its maps cover 99% of Australian population, feature around 600,00 points of interest and are updated regularly
• Yellow™ content was integrated on whereis.com in May 2007
• Whereis® maps are available on mobile through Whereis® Mobile and the GPS assisted Whereis® Navigator
• Whereis® is the major supplier of digital maps to Australia’s portable and in-car satellite navigation industry

Yellow™ is Australia’s most comprehensive source of local business content

• For more than 80 years, Yellow™ has been connecting buyers and sellers more than any other business
• The number of people using our Yellow™ network of products has grown by 20%[1] over the last year. Yellow listings are now available to almost 11m Australians[2] who use the Yellow™ network more than 150m times each month[3].
• This network includes print, online, voice, mobile, sat nav, search engines including Google and online mapping sites which will soon include Google Maps. In short, more place where people are looking for local businesses.

Yes, Google will be providing web search and paid search advertising on sensis.com.au, but our users will get the benefit of world class web search results and sponsored listings as well as be able to search Yellow™, White Pages® and Trading Post® content all from the one website. And Sensis will share in revenue generated. Again more value.

It all adds up as more ways for us to help connect Australian buyers and sellers.

Chris Smith

General Manager, Online Search and Directories

Sensis

[1] Roy Morgan Single Source, Apr-Jun 2007 vs Apr-June 2008, base Australians 14+

[2] Source: Roy Morgan Single Source, Apr-June 2008, base Australians 14+

[3] Source: Independent Research by TNS of people aged 18+ across Australia (July-Set 2008)