Business concept and success factors
Via printed directories, 118 services, the Internet and mobile phones, Eniro offers search opportunities for buyers and sellers who want to find each other easily.
High usage of the services creates value for advertisers, and relevant information from many advertisers increases value for the users. Eniro’s channels are distinguished by buyers who take the initiative to look for sellers and suppliers. Through active users close to a transaction, Eniro’s search services become effective marketing channels for advertisers.
Eniro’s business concept is: “For users searching for a business, person, place, product or service, Eniro provides relevant, local, high-quality information – easy to find and evaluate, accessible wherever the need arises. For advertisers aiming at customers close to the transaction, Eniro provides effective sales-generating advertising solutions – easy to manage and measure, customized to advertiser needs in multiple channels.”
Strategic success factors
Information and content in the search services, a strong brand and sales force are some of the factors that are prerequisites for Eniro’s ability to meet financial targets and to succeed in meeting the business challenges ahead.
Product development
The development of new products and services – through own product development and in alliances with various business partners – is a central component in Eniro’s strategy to strengthen and enhance its position as the leading Nordic search company. High usage is the primary factor that drives the value of the search channel for advertisers and thus advertising revenues.
Product development is focused on services for users who are looking for commercial information, meaning services that are close to the actual transaction between buyer and seller, as well as services in which the value of the customer’s advertising becomes clear and measurable.
Sales force and value-based sales
Leading the sales force in an effective manner is of critical importance for Eniro’s success. To increase efficiency and to offer customers more specialized expertise, part of the sales force in several of Eniro’s markets focus on a single brand and/or a search service. There are specialized Internet sales forces in all of Eniro’s markets.
A focus area for Eniro and the sales force is value-based sales in which the value of advertising with Eniro is clarified and the gap between perceived and actual value is narrowed. Tools to support the sales force in this work include call measurements, web statistics and surveys.
Local and high-quality content
Information and content in the search channels that is perceived as relevant, local and of high quality is an important competitive factor for Eniro being able to offer the best search assistance in every individual geographic market.
To an increasing extent, users are also contributing content, not only to Eniro’s portal services, but also through updating personal information, submitting opinions of various suppliers and creating classified ads, for example.
Strong brand
Eniro wants to be the self-evident choice when users seek companies, persons, places, products or services. In addition to quality offerings, this demands a strong brand. Particularly for Internet search services where the step from need to action is short, it is important to be the user’s first choice.
Multi-channel strategy
How people want to seek and find information varies over time, between individuals and with the same person, depending on the situation. Eniro has therefore chosen a strategy that entails offering all relevant and local content in several ways via different channels and search services. There is thus always a product or service that meets user needs and provides excellent opportunities for advertisers to customize their exposure.
Geographic focus
The search industry and directories in particular are characterized by a strong correlation between market position and profitability. Accordingly, Eniro focuses on the Nordic countries and Poland, which are markets in which Eniro is the leading player or among the leaders.
Last updated: 2007-09-18