alsma asian local search and media association
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ALSMA Asian Local Search and Media Association . A quick overlook. The largest continent 60% of the world’s population lives in Asia The only two countries with a population that exceeds 1 billion Two of the top 3 economies in the world The largest M uslim country in the world. - PowerPoint PPT PresentationTRANSCRIPT
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”