Business concept and strategy
Eniro has a unique database linking buyers and sellers and making it easy to search regardless of distribution channel. The development of new and improved products and services is at the core of its strategy to achieve its vision to be the first choice for local search.
Eniro offers local search and directory services. Revenues are derived from customers who pay for adverts that are published and distributed in distribution channels online, printed products, directory assistance and mobile services.
Main strengths
Eniro’s position as a leading local search company in the Nordic market is based on a number of strengths that together create good conditions for Eniro’s ability to meet its objectives and meet future challenges.
Unique databases. Over the years, Eniro has invested significant resources in developing its databases with commercially relevant information about companies in markets in which Eniro is active. The information gives Eniro a key competitive advantage while raising entry barriers for other search companies. Databases are updated daily, allowing users to get relevant hits with up-to-date information.
Large sales force. Eniro has a sales force of approximately 2,000 sales representatives, who have developed long-term relationships with their customers. Eniro devotes significant resources in training its sales force. To increase efficiency and provide customers with high skills, parts of the sales organization are focused on a particular brand and/or search service. A number of efficiency measures were introduced in early 2011, among which are focused sales teams dedicated to potential customers, to regaining lost customers, or for media devices and mobile services.
Diversified customer base. Eniro brings together more than 500,000 customers with users. The client base consists of companies of different sizes, operating in different industries and geographic areas, and this diversification makes Eniro less vulnerable to changes in specific industries or regions.
Product innovation. A major strength is the ability to develop innovative products and services and to quickly adapt to user preferences. A successful product development has been key to successfully maintaining Eniro’s strong market position.
Well-known brands. Eniro’s brands is an important asset. According to a survey conducted by Mind Research in June 2010, Eniro’s brands have the following brand recognition:
Eniro (Sweden) 97 percent, Gule Sider (Norway) 94 percent, Krak (Denmark) 95 percent.
Leading marketing tool for local companies. Eniro enables local companies to reach a wide, local audience, willing to buy; while global competitors have focused on general searches instead of locally tailored services. The local sales force also enables Eniro to maintain a close relationship with local companies in their respective markets.
Strategy
Eniro’s vision is to be the first choice for local searches. The ambition is to maintain Eniro’s strong market position while managing the transition from print products to online search. To meet the changing search behavior Eniro has developed its databases and services to enhance relevance for users and improved searchability for customers. The goal is to increase profitability by continually developing its value-adding offerings and revenue model from providing valuable information to generating transactions.
A number of initiatives and actions have been carried out to achieve this vision.
Eniro is focusing on increasing the attractiveness of its core services. The new versions of search engines eniro.se in Sweden and gulesider.no in Norway represent a significant improvement of the customer offer. The new platform enables
improved products and services and adds up to an expanded offering. Sales of new advertising formats started in Sweden and Norway in January 2011 and will start in Denmark in the third quarter of 2011.
The effectiveness of sales has increased by sales representatives starting to use hitherto under-utilized distribution channels such as email, SMS and letters. To achieve the most effective mix of communication links, elaborate customer
segmentation has been initiated. The number of sales leads per customer will also increase.
Additional potential to increase efficiency in order to implement cost savings has been identified. Profitability of individual products is continuously evaluated to maximize the contribution to the company’s earnings, cash flow and customer satisfaction.
Last updated:2011-04-04